In times of skilled labour shortages and an increasingly tough war for talent, companies are under growing pressure to position themselves as attractive employers. A recent study by IMC Krems, conducted by Prof.(FH) Mag. Dr. Martin Waiguny, Academic Head, and Prof.(FH) Denise Kleiss, MSc, MBA, BA, Professor at the Institute for Sustainability and Circular Economy, now provides valuable insights into how gender-neutral language and LGBTQI+ labels in job advertisements can influence the perception of employer brands. The results were published in the renowned international journal “Equality, Diversity and Inclusion: An International Journal”.
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Gender-neutral language and diversity labels
Over 600 participants in two online experiments
In two large-scale online studies with a total of over 600 German-speaking participants, the researchers investigated how different forms of gender-neutral language – from generic masculine forms to binary double forms to inclusive gender notation (“Mitarbeiter*innen”) – interact with diversity symbols such as the rainbow heart or official LGBTQI+ labels.
Key finding: language has an impact – labels reinforce or compensate
A key finding: job advertisements with inclusive gender notation were perceived as less attractive than more traditional versions when viewed on their own. However, when a clearly recognisable LGBTQI+ label was added, this effect was weakened or even reversed. Officially recognised labels that credibly represent active inclusion – rather than merely decorative symbols – were particularly effective.
“Our study shows that employer branding is more than just good intentions – it’s about communicative consistency and credibility,” explains study author Prof.(FH) Martin Waiguny. “The combination of inclusive language and clear diversity signals is an important tool for authentically addressing applicants.”
Strong research team at IMC Krems: findings with practical relevance
Prof.(FH) Denise Kleiss already presented several studies last year that she conducted together with Prof. Martin Waiguny. The research team has been working intensively for years on employer branding and applicant perception. Their shared goal is to provide practical insights for companies navigating a changing work environment.
“Young talents, in particular, are increasingly attentive to how genuinely companies commit to diversity and inclusion,” says Kleiss. “Our findings provide effective strategies to enhance communication in these critical areas.”
Publication in international journal
The full study, entitled “Gender-fair language and diversity labels in German job ads impacting job attraction”, was published in the renowned journal Equality, Diversity and Inclusion: An International Journal (Volume 44, Issue 9).