Keywords

Comunicación estratégica, Employer Branding, Inclusión, Síndrome de Down, Diversidad en el lugar de trabajo, Portugal.

Abstract

En el competitivo mercado laboral actual, el employer branding (EB) desempeña un papel estratégico no solo en la atracción y retención de talento, sino también en la promoción de valores inclusivos. Sin embargo, la inclusión a menudo permanece en un nivel simbólico, especialmente en relación con personas con discapacidades intelectuales. Este estudio investiga cómo el EB actúa como una forma de comunicación estratégica que puede fomentar una inclusión laboral genuina. Se centra en la integración de personas con síndrome de Down (SD) en Portugal como estudio de caso específico para analizar mecanismos y barreras más amplias del branding inclusivo. La investigación responde a tres preguntas: (1) ¿Qué estrategias de EB se implementan con mayor frecuencia para apoyar la inclusión? (2) ¿Cuáles se consideran más eficaces? (3) ¿Cuáles son los principales obstáculos para implementar un EB inclusivo? Se adoptó un enfoque cualitativo basado en entrevistas semiestructuradas con representantes de empresas y ONG. Se realizó un análisis temático de las percepciones, prácticas y desafíos. Los hallazgos destacan que el apoyo continuo de tutores, la formación de equipos y las alianzas con ONG son las estrategias de EB más eficaces. No obstante, persisten barreras como la resistencia cultural, la sobreprotección familiar y la falta de apoyo postescolar. Este estudio ofrece una contribución original al posicionar la inclusión como eje central de la comunicación estratégica en EB. Aboga por una transformación estructural y colaboración intersectorial para alinear el employer branding con prácticas inclusivas.

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This work and its open access status were funded by national funds through FCT – Fundação para a Ciência e a Tecnologia, I.P., under the project UID/00711: Research Unit in Design and Communication - UNIDCOM/IADE.

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Received: 2025-06-14 | Reviewed: 2025-07-12 | Accepted: 2025-08-13 | Online First: 2026-01-02 | Published: 2026-01-04

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Anna Carolina Boechat., Ana Margarida Barreto., Sara Bernardo. (2026). Comunicación Estratégica y Employer Branding para la Inclusión Laboral: Perspectivas desde la Integración de Personas con Síndrome de Down. Comunicar, 34(84). 10.5281/zenodo.18114264

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