Auditing a Website for Cultural Diversity
'Diversity' in the website
The usefulness of the diversity information
The appropriateness of the photographs and graphic material
Website Reliance as Employee, Customer & Supplier
Internal Issues Affecting reflection of Diversity
As a Female Potential Employee Aged 55 years
'Diversity' in the website
For this study we consider the case of Tesco Plc, a global retail chain with business in almost every continent in the world.
The company corporate website - http://www.tescoplc.com is an interesting website. The website of the company has a 'search' option. When the word 'diversity' is put in the search box, it yielded several answers and most of them were related to customers and employees. The results showed where the company used the word 'diversity' in documents related to customers and employees.
One of the documents titled 'Core Purpose and Values' of the company stated
"Understanding people -- customers, colleagues, communities -- and what matters to them, and then trying to make those things better, is at the heart of Tesco. It's about listening to people and talking to them using all the tools at our disposal -- from Clubcard data to social media -- and then acting by changing and innovating to meet their needs (Tescoplc.com, 2015)."
In this document, the company also states:
"We know that looking after our colleagues in a culture of trust and respect is essential to the success of Tesco. Where colleagues feel recognized and rewarded for the work they do together" (Tesco plc, 2015).
This statement clearly indicates the company's approach to diversity in among the employees where the company says its core values comprises of providing equal opportunities for development to employees. The company also considers these values to be part of its culture and is essential for the growth and success of the company.
Another document 'Tesco Personal Finance plc, Basel III Pillar 3 Disclosures 28th February 2014' there is mention of diversity or at least hint of it. There are other documents that are related Business Code of Conduct and a number of press releases where the company highlights the activities that are related to diversity and how and why the company tackles the problem of diversity in the company as well as in the society (Tesco plc, 2015).
However the company website -- on most occasions, does not directly refer to or talk about the word 'diversity' but the company documents does hint at policies and values that the company believes which helps in reduction of problems that result from diversity. The documents -- which has to be searched to an extent, clearly indicates that the company pays serious attention to diversity.
The usefulness of the diversity information
The website information presented in the company website is quite explicit about how the company views and values diversity and how the company wants to address the issues. In the document of the company in the page titled 'Core Purpose and Values' the company specifically addresses the issue of diversity for a number of stakeholders.
For the customers of the company, the policy is clear. The company wants to touch the lives of 'millions of people's lives every day' and this opportunity gives the company the chance to create a positive difference to some of the 'biggest challenges facing the world'. It is clear that the problems created by diversity of people and communities is one of the major challenges that is faced by people today. This value of the company is very useful for the customers as the company does not discriminate between customers on the basis of diversity and tries to address all concerns of the customers and their needs that are differentiated by diversity (Alserhan, Forstenlechner & Al-Nakeeb, 2009).
Though the company does not directly mention the word 'diversity' in the website and especially with respect to its employees, but the company's values as has been out in the website clearly identifies the importance that the company attaches to the development of the employees and providing of equal opportunities to the employees. The company in the core value document clearly states that it wants to provide the greatest possible support to the employee as the company realizes that employees- referred at as colleagues, serve the customers and distribute our products every day. Therefore providing good and equal opportunities and catering to the hindrances created by diversity is important from the business point-of-view of the company. This is also beneficial to the employees who need not worry about equal opportunities and would rest assured that it was only important for them to do their work properly and would be rewarded...
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