Mashup in der Presse

Inclusion on DAX 40 Career Pages: Poor Representation of People with Disabilities

In a study of the career pages of the Dax 40 companies, the Berlin-based employer branding agency Mashup Communications evaluated the presentation of inclusion and people with disabilities. Of the 40 companies, 25 are committed to inclusion as a core value. Of these 25 companies, however, only 13 also visually show people with disabilities on their careers pages. A total of 17 out of 40 companies depict people with visible disabilities, with four companies using images of people with disabilities but not explicitly committing to inclusion.

Image Analysis: Low Presence of People with Disabilities

The analysis of 3,940 images revealed that only 0.84 percent of them showed people with disabilities. The most frequently used motif is the wheelchair (90 percent), followed by depictions of deafness (three percent) and other impairments such as Down’s syndrome, autism and visual impairment.

Focus on Authenticity: Positive Examples

Positive examples of authentic representations are Adidas and RWE, which support employees with disabilities and show both individuals and groups. However, none of the companies show managers with disabilities. The study emphasizes the importance of authentic images and encourages companies to show empathy and consideration towards minorities and to tell concrete stories of those affected.

Read the full article by Mashup Communications on Personalwirtschaft

More Articles on this Topic:

How companies can attract talent with inclusion

We are hiring! Why inclusion must be on the careers page

The value of values: A check on the DAX 40

Redaktion

Unser Redaktionsteam nimmt uns mit auf eine Erkundungsreise durch die Welt des Brand Storytelling und durch unseren Agenturalltag. Es appelliert an unsere Vorstellungskraft und verzaubert uns mit Zukunftsmusik. Zudem macht es sich stark für faire Themen mit Haltung.

Recent Posts

Recognizable at the first Note: How Dialects and Accents shape Brand Voices

What does a successful brand sound like? Why dialects and accents make a brand voice…

1 day ago

From the Roots of PR to Michael Jackson: How Storytelling Shapes Legends – and Distorts Reality

Michael Jackson's biopic is sparking debate: While Hollywood celebrates him, alleged victims are fighting for…

2 weeks ago

Start Me Up! 50 Years of Microsoft and the Greatest Storytelling Moments

Microsoft is celebrating 50 years of innovation, crises, and new beginnings. But there is more…

3 weeks ago

Berlin as a stage: how authentic storytelling turns the city into a brand

We take a look at Berlin's city marketing and some of the most striking advertising…

1 month ago

Stories that connect: Storytelling in negotiations

As with other formats, storytelling in negotiations is a powerful technique that can be used…

1 month ago

New opportunities for pharma: inclusion and diversity

A diverse society needs a healthcare system that understands its differences - and that starts…

2 months ago