The face of the firm: the impact of employer branding on diversity

Kele, Juliet and Cassell, Catherine (2022) The face of the firm: the impact of employer branding on diversity. British Journal of Management. pp. 1-17. ISSN 1045-3172 (In Press)

Text (Advance online version)
British J of Management - 2022 - Kele - The Face of the Firm The Impact of Employer Branding on Diversity.pdf - Published Version
Available under License Creative Commons Attribution 4.0.

Download (412kB) | Preview
Official URL:


Drawing upon an employer branding lens to help explore and inform our understanding of the marketing of workforce diversity, here we argue that diversity is understood and used in an aesthetic and commercialized way, rather than with a focus upon the inclusion of disadvantaged groups. Our analysis of the marketing and diversity practices of four small and medium-sized law firms demonstrates a continued access-and-legitimacy approach to diversity: that a desire for successful employer branding still supersedes organizational commitment to equal opportunities and diversity management in practice. We argue that this commercialized approach leads to several contradictions, which in turn reproduce the market-based perspective of diversity, relegating employees primarily to the aesthetics of race and gender and the affiliated skills and resources. In theorizing the processes by which diversity is undermined and functions solely to enhance business image and increase organizational performance, we highlight how an employer branding lens enables us to identify and understand contradictions between diversity policy and practice in a different way, by linking aesthetics with the marketing of the brand.

Item Type: Article
Subjects: N100 Business studies
N200 Management studies
Department: Faculties > Business and Law > Newcastle Business School
Depositing User: Elena Carlaw
Date Deposited: 09 Mar 2022 13:43
Last Modified: 25 Mar 2022 08:45

Actions (login required)

View Item View Item


Downloads per month over past year

View more statistics