Research on diversity has increasingly paid attention to how organizational norms influence the expression and evaluation of cultural differences at work and the resulting diversification processes. Yet, little attention has been given to the role of norms related to expertise within occupations. Through a qualitative study of culturally diverse apprentices within a media group, we examine how concerns over the development and application of expertise in occupations shaped expressions of cultural difference by apprentices and their evaluations by permanent employees. We find that apprentices enacted four practices: cultural brokering, problem solving, adapting and affirming. Employees valued cultural brokering and problem solving as expression of expertise, while considering affirmations of cultural differences as disruptive to their expertise. Adapting was appreciated as a means of reducing cultural differences and as expression of expertise. Analysis of a sample of apprentices suggests that those who enacted expert practices were generally recruited into permanent jobs while those persisting in performative affirmations of difference were unlikely to be hired. We unpack an explanation for these variations: expertise-based expressions of difference confirmed beliefs in occupations as expertise-based meritocracies while affirmation practices breached such beliefs. Overall, as differences are evaluated through an expertise lens, embedded occupations diversify but hegemonic beliefs in occupations as spaces of expertise are reinforced. We contribute to research on expertise and occupations, and the interpretation of diversity in practice.
