Employer branding e síndrome de down

: uma análise exploratória das práticas inclusivas em Portugal

Abstract

Employer branding currently stands out as a key strategy for companies, and inclusion is a key element in this context, since cultivating an inclusive work environment strengthens the reputation of the employer brand, attracting and retaining talent. People with Down's Syndrome have been progressively integrating into the labor market in Portugal, despite the persistent obstacles to their full inclusion. Given this reality, this research aims to answer two research questions: "What employer branding strategies contribute most to promoting the inclusion of people with Down's Syndrome in the labor market in Portugal?" and "What are the obstacles that most hinder the inclusion of people with Down's Syndrome in the labor market in Portugal?". A qualitative methodology was used through semi-structured interviews with representatives of associations of people with Down's Syndrome and companies operating in Portugal that classify their recruitment processes as inclusive. The results of this research indicate that the most effective strategies for promoting the inclusion of people with Down's Syndrome in the labor market in Portugal are: continuous support through a mentor; training for teams; partnerships between companies and associations; inclusive recruitment; adapting the work environment and campaigns to celebrate annual dates. On the other hand, the obstacles that most hinder the inclusion of people with Down's Syndrome in the labor market in Portugal are: over-protection on the part of families; lack of continuity of follow-up after schooling; lack of sensitivity and openness on the part of companies and cultural resistance. The results of this study highlight that, although there is a positive expectation for the future of the inclusion of people with Down's Syndrome in Portugal, it is crucial to persist in overcoming the obstacles listed above, involving a collective effort between families, educational institutions, government, companies and associations in order to guarantee the effective inclusion of these people in the job market.

Date of Award	28 Mar 2025
Original language	Portuguese
Awarding Institution	Universidade Católica Portuguesa
Supervisor	Anna Carolina Boechat Chaves Fernandes (Supervisor)