Why hire disabled people? Corporate inclusive policies by three tech giants

The study aims to explore inclusion policies related to disabled people promoted by some companies from the technological field. In particular, the website sections devoted to disability of three tech giants, including Apple, Microsoft and Google will be explored. Methodology will be based on studies from Multimodal analysis (Jewitt et al., 2016; Kress Van Leeuwen, 1996, 2001; O’Toole, 2011; Wignell et al., 2018) and the use of metaphors in corporate branding (Csaba Bengtsson, 2006; Koller, 2009; Morgan, 1986). Specifically, the study will attempt to analyse corporate awareness related to disability and the promotion of inclusiveness while offering job opportunities to disabled people. Outcomes of the study have revealed some different strategies enacted by the three companies under scrutiny to build up their own identity whenever their inclusion policies are promoted.