Multiculturele diversiteit en de rol van organisatie-imago. Een kwantitatieve studie naar Corporate Image en Company Employment Image en de wens om binnen een organisatie te werken onder autochtonen en etnische minderheden, KPN 2011

Abstract

Purpose. This research examined the role of Corporate Image (CI) and Company Employment Image (CEI) in the relationship between ethnicity and intentions to work for an organization. The aim of this study was to establish to which extent ethnic minorities in the Netherlands are influenced by a company’s reputation in their choice to work for that specific organization compared with Dutch natives. Background. Labour market diversity is an upcoming theme for both scientists and organizations, whose recruitment strategies are nowadays focusing on attracting more female and minority employees. Previous research suggests that company image may play an important role in the application decisions of minorities. Moreover, research results indicate that ethnic minorities have got a more negative perception of organizations as an employer than natives do. We suggest that minorities find it hard to cope with their minority social identity in majority dominated companies and encounter cultural differences that make them feel ‘different’ compared to natives. That is why we hypothesize that this group has developed a less positive image of an organization as an employer and therefore is less willing to accept a job. Method. The specific organization we have examined was KPN. An online survey was used to question individuals about (a) the relationship between organization image and the intention to work for KPN and (b) the relation between ethnic background, company image and the intention to work for KPN. The questionnaire was completed by 268 individuals (111 ethnic minorities and 177 Dutch natives). Results. It was ascertained that CI and CEI are positively related to intentions to work for KPN. Results indicate that ethnic minorities have a more positive image of KPN (especially as an employer) than Dutch natives and are therefore more willing to work for the organization than natives.