摘要
Concrete action on diversity and inclusion(D&I)is critical to companies’value creation and brand.Companies that intentionally fail to attract and retain a diverse talent pool will struggle to innovate,compete,and prosper.The advantages of a diverse and inclusive workplace include the reduction of homogenous thinking and an increase in novel ideas and perspectives due to the wealth of talent from diverse backgrounds.Previous studies have focused on the benefits of corporate D&I from a corporate perspective;however,there is scant research on the impact of corporate D&I from employees’perspectives.Resultingly,this study,through an online questionnaire,proposes to examine the impact of employer brand D&I on potential employees in online recruitment channels from the perspective of potential employees.The study results indicate that most Chinese companies still exhibit low levels of D&I during recruitment.This study also included an empirical analysis of 267 valid samples,which showed that:(1)the D&I of employer brand perceptions positively impact job search intentions,behaviour,and decision making.(2)Companies’D&I has the most significant influence on job seekers’decision making,followed by behavioural influence and cognitive influence.(3)The type of job seeker plays a moderating role in the relationship between employer brand perception and job search intention,behaviour,and decision making.(4)Online recruitment’s increasing popularity amplifies employer branding’s effect.Based on the findings,this study suggests how companies can use D&I branding strategies to attract quality talent and increase job seekers’job search intentions.
