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Qantas Workplace Diversity

Decent Essays

Introduction

Traditionally, companies pursued the maximization of profit in which economic activity has been their central focus. However, with this fast-changing, culturally diverse environment, companies have seen the importance of enhancing their business reputation through effective business practices and effective communication to their stakeholders and the whole community. Leading businesses are more visible in the critical public eyes and the more powerful they are the more they are at risk to scrutiny (Carroll and Buchholtz 2001, 6) Due to this, businesses nowadays are under much greater pressure as business firms are bound to satisfy the rising expectations of the public and at the same time meet the growing expectations of the increasing …show more content…

It is also their vision ‘to be a great airline that champion’s the Spirit of Australia’ (Qantas.com). Since it is their vision to demonstrate the Australian Spirit to the public, it is vital that they start incorporating practices that reflect this conduct within the …show more content…

Overtime, this has caused rising awareness of many organisations to adapt their business practice according to what the public perceive as acceptable practices (Paul J. Davis, Yuliya Frolova and William Callahan, 2016,87). Hence, it is evident that the importance of diversity in the workplace has increased greatly as part of the human resource management (Paul J. Davis, Yuliya Frolova and William Callahan, 2016,81). A real Australian Spirit embraces diversity. Hence, with more than 90 different nationalities represented from their employees, Qantas proudly claims that they are “an international organisation with a diverse workforce and a global customer base” (Qantas.com). Qantas recognizes it as part of their corporate social responsibility work that in their employment procedures hiring managers are encouraged to strengthen workplace diversity in addition to compliance with Equal Employment Opportunity (EEO) and anti-discrimination requirements (Qantas.com). As an iconic Australian brand, Qantas realizes the value of creating a culturally diverse workplace, reflecting equality. In addition to this, Qantas reinforce their brand purpose through annual community investment of over $3 million (Qantas Annual Review, 2015). They are a proud partner of the organisations that celebrate diversity including Make-A-Wish and UNICEF (Qantas Foundation). Equally, it is part of

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