Representing diversity on UK company web sites

Purpose – The purpose of this paper is to explore the way in which diversity policies are represented to prospective employees on UK company web sites. Design/methodology/approach – An analysis was conducted of the diversity pages and careers pages of the web sites of companies in the Times Top 20 Big Employers (2009) and Times Top 25 Big Employers (2010) lists; 28 web sites were studied. The analysis focused on the language that was used to describe diversity, the diversity strands that were represented and the images used. Findings – The paper shows how most of these companies have sophisticated and comprehensive web sites that use the language of diversity and of the business case. Messages about diversity are embedded not just in the diversity pages but also reflected across the careers pages. Young women are used as the “face” of the company while older men are less visible. The message conveyed on many web sites is of the importance of shared values and acceptance of superficial differences. Originality/value – The paper adds to research on discourses of diversity and the limitations of the business case, showing how diversity is valued, provided it can be accommodated within existing company culture.