Strategic Communication and Employer Branding for Workplace Inclusion: Insights from the Integration of People with Down Syndrome

ABSTRACTIn today’s competitive labor market, employer branding (EB) plays a strategic role not only in attracting and retaining talent but also in promoting inclusive values. However, inclusion often remains at a symbolic level, especially concerning individuals with intellectual disabilities. This study investigates how EB functions as a form of strategic communication that can foster genuine workplace inclusion. It focuses on the integration of people with Down Syndrome (DS) in Portugal as a specific case study to examine broader mechanisms and barriers of inclusive branding. The research addresses three questions: (1) What EB strategies are most commonly implemented to support inclusion? (2) Which are considered most effective? (3) What are the main obstacles to implementing inclusive EB? A qualitative approach was adopted, based on semi-structured interviews with representatives from companies and NGOs. Thematic analysis was used to explore perceptions, practices, and challenges. Findings highlight that continuous tutor support, team training, and partnerships with NGOs are the most effective EB strategies. However, cultural resistance, overprotection by families, and lack of post-school support persist as barriers. This study offers an original contribution by positioning inclusion as central to strategic communication in EB. It advocates for structural transformation and cross-sectoral collaboration to align employer branding with inclusive practices.