From Want Ads to Web Sites

Abstract

Job seekers are increasingly turning to the Internet. Government Web sites not only provide information about employment opportunities but also convey messages, whether intentional or not, about values and priorities that affect individuals' perceptions of the attractiveness of the state as an employer. This study replicates private sector–based research by examining the diversity messages reflected in text and visual imagery on 50 state government Web sites. Overall, in contrast with private companies, a majority of states do not demonstrate a clear commitment to diversity on their Web sites. Rather, the states place greater emphasis on customer service and efficiency. Given the increased importance of the Internet as a recruitment tool, findings suggest the need for greater attention to the diversity messages conveyed by state government Web sites. The article concludes with some practical recommendations for more effective use of this medium to advance diversity-related recruitment goals and suggestions for future research.