Reactions towards diversity recruitment and the moderating influence of the recruiting firms' country-of-origin

This study examines how diversity messages in recruitment advertisements affect the attraction of minority and majority group member applicants (here, minorities are defined as ethnic minorities, i.e., inhabitants with a migration background). Drawing on international management research, we evaluated whether the country-of-origin of the recruiting firm affects applicant attraction, and whether the effect of diversity recruitment messages is moderated by the recruiting firm's country-of-origin. To test our hypotheses, we conducted an experimental study with 387 participants and demonstrated that diversity messages contribute to minority applicants' attraction. Further, we found that minority applicants react positively if the recruiting firm is from their home country. However, the results illustrate that diversity recruitment only positively influences minority jobseekers' attractiveness towards an employer if the recruiting firm does not stem from their home country. Thus, our paper provides a contingent perspective about determinants of minority attraction.