Upvote:4
If we look at the entire passage you indicate:
The contractor will take affirmative action to ensure that applicants are employed, and that employees are treated during employment, without regard to their race, creed, color, or national origin. Such action shall include, but not be limited to the following: employment, upgrading, demotion, or transfer; recruitment or recruitment advertising; layoff or termination; rates of pay or other forms of compensation; and selection for training, including apprenticeship. The contractor agrees to post in conspicuous places, available to employees and applicants for employment, notices to be provided by the contracting officer setting forth the provisions of this nondiscrimination clause.
(emphasis mine)
This is calling for direct action to correct the situation, affirmative in that a positive change in the employment ratios was ordered to take place. Look at the list of actions in the rest of the paragraph:
employment
upgrading, demotion, or transfer
recruitment or recruitment advertising
layoff or termination
rates of pay or other forms of compensation
and selection for training, including apprenticeship
These are all listed as actions to take. Compliance and penalties are discussed in other areas of the order, if these actions are not taken. Seems like a pretty good basis for the affirmative action of today. As to why things may seem different, look towards the end of your linked page:
Sec. 403. (a) Executive Orders Nos. 10590 (January 19, 1955), 10722 (August 5, 1957), 10925 (March 6, 1961), 11114 (June 22, 1963), and 11162 (July 28, 1964), are hereby superseded and the President's Committee on Equal Employment Opportunity established by Executive Order No. 10925 is hereby abolished. All records and property in the custody of the Committee shall be transferred to the Civil Service Commission and the Secretary of Labor, as appropriate.
(emphasis mine)
When this order was published it replaced and updated earlier orders, and it is likely that there have been new orders,laws or court actions updating or clarifying provisions and policies started by this order.