The Paradox of Diversity Initiatives: When What Organizations Need Differs from What Employees Want

Women are underrepresented in the upper echelons of management in most countries. Despite the effectiveness of identity conscious initiatives for increasing the proportion of women, many organizations have been reluctant to implement such initiatives because potential employees may perceive them negatively. Given the increasing competition for labor, attracting talent is relevant for the long-term success of organizations. In this study, we used an experimental design (N = 693) to examine the effects of identity blind and identity conscious gender diversity initiatives on pursuit intentions towards organizations using them. We investigated the influence of a forthcoming government-mandated gender quota and individuals’ gender and attitudes toward diversity. Fairness theory is used as framework for grounding our hypotheses. Participants reviewed statements regarding workplace diversity initiatives and rated either the initiatives’ effectiveness or indicated their intentions to pursue employment with organi...