Ações de endomarketing para colaboradores surdos: a arte de engajar pessoas

Abstract

Although Brazilian Law No. 13,146 of 2015 seeks to support the deaf community by ensuring their inclusion, there is still considerable reluctance regarding hiring this group due to the lack of knowledge about it. This is due to the ableism that is very present in all types of environments, but mainly in the organizational environment. It is important to highlight that the simple fact of hiring deaf people does not make the company an inclusive organization, in addition, the company must provide accessibility, preparing its employees to be welcoming, without treating these new employees in an ableist way, and providing equal conditions for mutual growth. Therefore, it is clear that internal marketing actions designed and developed by the company are necessary and capable of promoting the inclusion and engagement of all its human capital. Furthermore, it is crucial to address the importance of Brazilian Sign Language (Libras) as a fundamental instrument in promoting the inclusion of deaf people. Therefore, the present work aims to identify, through exploratory/descriptive research, which internal marketing actions are used by companies that contribute to the engagement of deaf employees. In view of the above, in view of permanent technological evolution, it is concluded that it is necessary to constantly improve and update internal actions according to the available resources and individual needs of companies. It is also worth highlighting that deaf people must be given opportunities to develop and integrate not only as employees/collaborators, but also as citizens using mainly Sign Language.