LinkedIn’s Approach to Diversity and Equality in Brazil


A Brazilian research company posted a job advertisement on LinkedIn that indicated a preference to hire candidates of Black or indigenous groups. LinkedIn removed this job advertisement from its job board platform citing its anti-discrimination policy, as per its parent company in the United States. In response, LinkedIn received backlash from Brazilians, as it was legal to indicate such job requirements in line with the affirmative action laws in Brazil. This case showcases how the socio-economic backdrop of Brazil forced LinkedIn to change its stance on equal opportunity employment advertisements in Brazil. Students are asked to examine what steps a multinational company like LinkedIn should be mindful of to avoid ethical conundrums when operating globally.

This case was prepared for inclusion in SAGE Business Cases primarily as a basis for classroom discussion or self-study, and is not meant to illustrate either effective or ineffective management styles. Nothing herein shall be deemed to be an endorsement of any kind. This case is for scholarly, educational, or personal use only within your university, and cannot be forwarded outside the university or used for other commercial purposes.

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