Employer branding of a positive diversity reputation creates the expectation that an organization is a good place to work for traditionally excluded groups. Due to today's racial animus in the US and accompanying beliefs towards Diversity, Equity and Inclusion initiatives (DEI), employees are apt to pay close attention to the messages that leaders in Predominantly White Organizations (PWOs) send to prospective and current employees. Not only are organizations apt to reflect upon their commitment to DEI (Feintzeig, 2020), but employees from traditionally excluded groups may rethink their participation in DEI and their commitment to helping a company build a brand and develop products when their contributions may be questioned. Conservative employees from higher status groups may make demands on their leaders that defy their current DEI practices (Sonnemaker, 2020). The paper examines employer branding of diversity practices in PWOs in the US and contributes to the existing DEI research in two primary ways. First, we outline the problem that using diversity in employer branding poses in PWOs with low diversity climates. Then, we propose a framework that extends our understanding of DEI that can be used by management and human resource professionals to facilitate employer branding.

The study examines the tourists' perception about the credible information available on social media about the destinations and whether respondents' sociodemographic profile impacts their perception. Literature review found the supporting facts from research on the information aspects available on social media about the tourist spots. With convenient sampling technique, this empirical research was conducted. A structured questionnaire containing the necessary study factors was distributed to 226 tourists through Google form. The acquired data was analyzed through MANOVA technique of SPSS. MS Excel was also used for preparing charts to classify the respondents' demographics. It has been found that, age, occupation and income of tourists did not have any impact on the perception whether the information available on social media was authentic. Suggestions were provided for the marketers and limitations were also indicated.

Kama Ayurveda Private Limited was co-founded by four individuals who believed in the ancient healing power of Ayurveda. They created products with natural ingredients and launched a range of herbal products in partnership with the 100-year-old Arya Vaidya Pharmacy of Coimbatore. Their products come from lush green gardens and are paraben and sulphate-free. They do not use artificial coloring and fragrances. Moreover, they do not use animal testing. This company ensures social sustainability by engaging forest communities, small-scale farmers and artisans. The company's total tally of physical stores is around 55 with a strong online presence. The company resorts to social media marketing to attract the young and affluent customers. Their annual turnover is close to 75 crores. The luxury Ayurveda brand found a partner in Puig, a Barcelona-based beauty house which has pledged to invest 100 crores in the business. With top brands investing in their business, it is an opportunity for the Kama Ayurveda to expand globally. The key global markets which they wish to venture into are the US, UK and Japan.