Talk is Cheap: The Adverse Effects of Gender Diversity Branding

Abstract: To attract talent and become the employer of choice, organizations often portray themselves as committed to gender diversity. As many companies are still male-dominated in top positions however, such diversity branding often results in a misalignment between the intended diversity image and the reality within the organization. To shed light on the potential adverse effects of diversity branding, the current study aims to provide empirical evidence on how gender diversity branding can affect women's attraction to organizations with male-dominated management teams. Theoretically, this study relies on organizational impression management (OIM), behavioral integrity, and organizational attractiveness. Findings from a questionnaire-based experimental study with 200 female participants reveal that apologizing for one's poor gender diversity records will lead to higher organizational attractiveness. On the contrary, expressing pro gender diversity statements in an attempt to appear attractive and likable while experiencing low levels of gender diversity will lower the attractiveness of the firm. Behavioral integrity serves as the underlying mechanism for the link between the OIM tactic and organizational attractiveness. Together, these findings represent an important extension to previous gender diversity research, as they challenge the common perception that simply promoting diversity will increase applicant attraction and lead to a diverse workforce; rather, they suggest that diversity branding might in fact hurt organizations, if the communicated gender diversity image does not align with the diversity-related actions.