HR Science Forum
Who Will We Recruit? Targeting Deep- and Surface-Level Diversity with Human Resource Policy Advertising
Article first published online: 22 MAY 2013
© 2013 Wiley Periodicals, Inc.
Human Resource Management
Volume 52, Issue 3, pages 311–332, May/June 2013
How to Cite
Casper, W. J., Wayne, J. H. and Manegold, J. G. (2013), Who Will We Recruit? Targeting Deep- and Surface-Level Diversity with Human Resource Policy Advertising. Hum. Resour. Manage., 52: 311–332. doi: 10.1002/hrm.21530
- Issue published online: 22 MAY 2013
- Article first published online: 22 MAY 2013
- human resource policy;
- organizational attraction;
Research on targeted recruitment has focused on targeting applicants with surface-level attributes such as underrepresented demographic groups. The present study extends targeted recruitment research by examining how advertising human resource policies might be useful for targeting both surface- and deep-level attributes. Specifically, the current study uses an experimental design to examine the impact of work-family, diversity, and employee development policies on the job-pursuit intentions of working adults in the United States. We examined surface- (demographic characteristics; e.g., race) and deep-level differences (attitudes or values; e.g., diversity values) as predictors of whether participants intend to pursue jobs with firms advertising these human resource (HR) policies. Deep-level differences consistently predicted job-pursuit intentions for all three HR policies, but only marginal support was obtained for surface-level variables as predictors. Findings suggest that targeted recruitment based on deep-level attributes may be more successful than targeted recruitment based on surface-level factors.