"Do I fit in?" Signals on corporate websites

Purpose: Prospective job applicants tend to use signals that are presented on corporate websites to form perceptions about the organisation. Specifically, they decide whether they would ‘fit in’. Our research examines the explicit and implicit signals presented by FTSE250 companies on their corporate websites. Design: A content analysis was carried out on FTSE250 corporate websites. Findings: While many corporate websites do include general references to diversity, they do not engage with different protected characteristics on an equal basis. Furthermore, corporate websites often espouse the legal and business case rationale for engaging with diversity. Research limitations: We were restricted by the information presented on corporate websites. Further research could employ a multi-modal approach and include analysis of images as well. Practical implications: Companies need to consider their overall rationale for engaging with diversity. Fostering a culture of inclusion where diversity is celebrated will allow companies to showcase their genuine commitment to diversity on their websites and avoid sending disingenuous signals to minority groups. Social implications: Increasing the perceived ‘fit’ of minority groups in organisational culture will foster inclusion and diversity and support minority group engagement. Originality/value: This research examines diversity signals and relates these to job applicants’ perceptions