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Article

Open Access

The Relationships Between Diversity Management and Employer Branding

Author(s)

Teresa Kupczyk, Aneta Szymańska, Joanna Kubicka; Anna Oleszkiewicz

Full-Text PDF Download XML 4194 Views

DOI:10.17265/1548-6591/2016.02.002

Affiliation(s)

University of Business in Wroclaw, Wroclaw, Poland; University of Wrocław, Wrocław, Poland

ABSTRACT

The study contains the results of the survey conducted among 335 representatives of companies. The main aim of the research was to identify the links between diversity management and employer branding. To investigate the existence of relationships between variables, they were subjected to analysis using Spearman’s rank correlation coefficient, after prior testing of the assumption of normal distribution of variables. For examining the differences, Mann-Whitney U test was used. It was found that there is a statistically significant positive correlation between the level of diversity management in the organization and the evaluation of the company’s image. In particular, this relationship concerns the management of diversity in terms of (order of relationship strength) work style, communication, learning/development, culture, gender, age, family status, political views, nationality, race, and held values. The research carried out also assessed the company’s image and established qualities of a good employer. Data analysis was performed from the perspective of criteria such as: gender, age, and position held (management, not management). It turned out that managing diversity constitutes today an important factor in creating the image of the employer.

KEYWORDS

diversity management, employer branding, company’s image

Cite this paper

Journal of US-China Public Administration, February 2016, Vol. 13, No. 2, 82-90

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