The impact of gay-friendly recruitment statements and due process employment on a firm’s attractiveness as an employer

Purpose – Using early recruitment and workplace diversity literature, the purpose of this paper is to investigate how employee recruitment statements regarding employment-at-will moderate the effect that gay, lesbian, bisexual, and transgender (GLBT)-supportive recruitment statements have on job seekers’ job pursuit intentions (JPI) and attraction toward a firm. Design/methodology/approach – A between-subjects, cross-sectional experimental design was used where subjects answered self-report questionnaires after viewing mock recruitment web ads. The ads included statements where the condition for job security or at-will employment and GLBT-supportive or equal opportunity employment climates were manipulated. Findings – The paper provides empirical insights about how gay-friendly work climate perceptions impact the organizational attractiveness and JPI of job seekers. Furthermore, the results suggest that the combination of recruitment strategies affect subjects differently based on their individual level of heterosexist attitudes. Research limitations/implications – Because of the chosen research approach, research results may lack generalizability and be affected by social desirability effects. Because a cross-sectional design was used, causality cannot necessarily be inferred. Therefore, researchers are encouraged to test the proposed propositions further. Practical implications – The implications of these findings will assist human resources managers in creating cultures of tolerance within their workforce by helping them better understand who their recruitment methods target, and how to effectively use statements in recruitment literature to attract tolerant workers. Originality/value – There is limited research that investigates the effects that diversity statements supportive of sexual minorities have on job seekers. A major contribution of the current study is the empirical evidence supporting the understanding of how individuals are affected by recruitment literature containing statements in support of sexual orientation employee diversity.