Integrating diversity and inclusion in employer branding: a systematic literature review

Abstract

The purpose of this paper is to consolidate knowledge on how diversity and inclusion (D&I) perspectives are incorporated into employer branding research and to critically analyze and integrate these insights with the aim of introducing a conceptual framework. A systematic literature review of 45 peer-reviewed academic articles was conducted, focusing on the intersection of employer branding and D&I. In-depth analysis of the findings forms the foundation for the development of an integrative model that maps the interplay between four steps: reasons to invest (i.e. motives), development of the employer brand (i.e. content and process), communication, and outcomes (individual and organizational). Additionally, the model emphasizes the importance of context at societal, national, industrial, and organizational levels, as an overarching influence. This review culminates and expands employer branding and D&I literature by developing a four-step integrative model that offers an enriched and holistic understanding for incorporating D&I into employer branding. The model uniquely pinpoints the value of incorporating D&I in employer branding for both business growth and societal goals, providing a balanced understanding that counters the current overemphasis on business growth in the D&I and employer branding literature. Altogether, this review updates and expands current employer branding theory, guides future research into the topic, and provides insights for practitioners seeking to include a D&I perspective in employer branding.