What has been the impact of Equal Employment Opportunity (EEO) for women? It is nearly twenty years since affirmative action and anti-discrimination legislation addressed the disadvantaged position of women in the Australian labour market. During that time there has been an apparent shift in focus from addressing disadvantaged social groups toward recognising and responding to individual differences and needs. This paper examines the reasons why a selection of 'best practice' organisations say that they engage in EEO policies and practices. While the case for fairness and equal access, and the need for individuals to be protected from discrimination are used by some organisations, the business case is privileged. Publicly available reports together with confidential interviews with HR (HR) managers in a small number of organisations provide data to examine the way EEO is practiced in these organisations.