Despite broad acceptance of diversity, equity and inclusion (DEI) principles across the hospitality and tourism sector, new research suggests that job applicants may still face barriers when seeking employment, particularly through automated recruitment systems used by online job platforms. While many organisations publicly promote inclusive values, these commitments do not always translate into fair or transparent hiring practices, raising concerns about the gap between intention and implementation.

The study, which focused on recruitment sites in the United States, was led by Flinders University researcher Associate Professor Ashokkumar Manoharan in collaboration with international colleagues. The findings serve as a timely reminder that some employers may make surface-level commitments to diversity, paying lip service to inclusiveness while failing to embed it meaningfully into recruitment processes. Automated screening tools, in particular, can unintentionally reinforce bias rather than remove it.

Published in the International Journal of Hospitality Management, the research reinforces existing evidence that a genuinely diverse workforce delivers stronger organisational performance. Diversity among employees has been shown to improve service quality, enhance guest satisfaction, and contribute to better overall business outcomes. However, the authors caution that these benefits can only be realised when inclusive principles are consistently applied, from recruitment through to day-to-day workplace practices.

“While many organisations openly communicate their willingness to embrace diversity, equity and inclusiveness in recruiting a diverse workforce, not all organisations practise what they preach,” says Associate Professor Manoharan. He points to the prevalence of “social washing” in the hospitality industry, where corporate statements and policies create an impression of social responsibility that is not always supported by real action or employee experience.

The research analysed data from more than 100 hospitality companies that advertised roles on the employment website Glassdoor. The analysis revealed frequent inconsistencies between the inclusive language used in job advertisements and employee ratings on fairness, diversity, and workplace culture. In many cases, organisations that strongly promoted inclusivity scored poorly in employee feedback, suggesting a disconnect between stated values and lived reality.

According to the researchers, broader political and regulatory environments also shape how organisations respond to DEI expectations, influencing whether they over-deliver or under-deliver on their commitments. Although the data was collected in the United States, the implications extend globally and across industries. With increasing resistance to DEI in some contexts, the authors argue that responsibility for promoting inclusive recruitment must not rest solely with a small number of committed organisations, particularly as automated hiring systems become more widespread.

More information: Yunxuan Carrie Zhang et al, Woke washing won’t work: The effects of inclusive cues on online employee review sites on job seekers’ application intentions, International Journal of Hospitality Management. DOI: 10.1016/j.ijhm.2025.104414

Journal information: International Journal of Hospitality Management Provided by Flinders University