Employers looking to attract new talent should prioritize diversity and inclusion. A study by IU International University of Applied Sciences, surveying over 1,200 trainees and students across Germany, supports this.
The study found that 75.1% of prospective employees consider it very or somewhat important for companies to implement diversity and inclusion measures. This indicates that companies that openly and transparently promote these initiatives have a clear competitive advantage in recruiting.
However, only about a quarter (24.7%) of respondents consistently find information on diversity and inclusion in job ads or on company websites.
Missed opportunities
“This is a missed opportunity for companies that do not present their activities there,” the researchers explain.
This is because the skilled workers of tomorrow most often learn about potential employers through online job portals (51.7%) and company websites (37.7%)—digital sources that companies can directly influence.
“Companies that not only communicate diversity and inclusion, but also practice them, increase their appeal. This is a key factor, especially in the competition for the skilled workers of tomorrow,” the researchers explain.
Professional wish list
Professional and respectful communication tops the “wish list” for 51.2% of respondents. Information on remuneration and benefits is crucial for 46.9%, while 46.8% expect a prompt response. Nearly as many (46.6%) value equal treatment and fair selection criteria.
Survey participants also prioritize classic must-haves like fair pay, job security, development opportunities, and flexible working models. Key motivators include equal opportunities, work-life balance, openness to diversity, and meaningful work.
According to the two-factor model by American psychologist Frederick Herzberg, “hygiene factors” prevent dissatisfaction, whereas “motivators” enhance satisfaction.
Future professionals are most concerned about equal opportunities (38.2%), regardless of gender, marital status, sexual orientation, origin, or disability. Interestingly, accessibility was mentioned least frequently (7.4%).
“Accessibility is still seen as something that is only relevant for a few people,” the researchers explain. “However, demographic change and an aging society show us something else: accessibility will be relevant for all of us in the future. A development that we are still ignoring at the moment.”
Making things better
Nearly 9 out of 10 respondents (89.0%) expect line managers to act as role models for respectful and conscious behavior regarding diversity and differences among employees. Additionally, 91.2% believe managers should regularly take steps to create a working environment where every employee feels heard and valued. Regular diversity training for supervisors is very or somewhat important to 79.9%.
Among the measures trainees and students want from future employers in terms of diversity and inclusion, a barrier-free working environment was the third most frequently selected top aspect (46.0%), following equal opportunities (57.9%) and an open feedback system (48.2%). In comparison, the appointment of equal opportunities officers or diversity managers was the least frequently chosen top aspect (24.3%).
“Inclusion is the task of everyone in the company—not that of a single person or a diversity management department. However, many people do not realize what is done in the background by these departments to create processes that enable equal opportunities and career opportunities for everyone,” the researchers conclude.
“It must also be clear: The appointment of equal opportunities officers or diversity managers must not be a fig leaf action. Such positions must be linked to concrete influence and responsibility in order to bring about real change.”
