Does Communicating Measurable Diversity Goals Attract or Repel Historically Marginalized Job Applicants? Evidence from the Lab and Field

Many organizations struggle to attract a demographically diverse workforce. How does adding a measurable goal to a public diversity commitment—for example, “We care about diversity” versus “We care about diversity and plan to hire at least one woman or racial minority for every White man we hire”—impact application rates from women and racial minorities? Extant psychological theory offers competing predictions about how historically marginalized applicants might respond to such goals. On one hand, measurable diversity goals may raise belongingness concerns among marginalized group members who are uncomfortable with being recruited and hired based on their demographics. On the other, measurable goals might increase organizational attraction by signaling that marginalized group members are more likely to be hired. In a preregistered field experiment (n = 5,557), including measurable diversity goals in job advertisements increased application likelihood among marginalized group members—women and racial minorities—by 6.5%, without sacrifices to candidate quality. These field effects were primarily driven by White women, who were 10.5% more likely to apply after seeing a measurable diversity goal. Follow-up studies with women (total n = 893, preregistered) and racial minorities (total n = 865, preregistered) suggest that although measurable diversity goals signal a more instrumental approach to diversity, they also increase perceived strategic benefits and beliefs that the organization’s commitment is genuine among both groups, which in turn are tied to increased willingness to apply. We discuss the tensions marginalized group members face when evaluating organizational diversity initiatives.