Inclusion put to the Test: Alarming Results of the DAX Career Site Analysis

Inclusion is a high priority for many companies, but a content analysis by the employer branding agency Mashup Communications shows that DAX companies hardly use inclusivity on their career pages to attract talent.

Deficits in Visual Representation

The results of the study are alarming: less than one percent of the images on these pages show people with disabilities, although 25 of the 40 companies emphasize inclusion as a core value. Only 13 of them also implement this visually. This means that people with disabilities are rarely actively approached on the careers pages of DAX companies.

Authenticity in the Presentation:

Our press release emphasizes that the imagery on the career pages conveys little openness and authenticity with regard to inclusion and therefore does not appeal to all talents. However, when people with disabilities are shown, they are usually the actual employees of the companies and not stock photos. Adidas, RWE, Daimler and Deutsche Post are considered to be particularly credible when it comes to implementation.

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