Difalink’s Strategy in Diminishing Social Stigma for People with Disabilities in Attaining Job

Abstract

People with disabilities often experience difficulty in obtaining work due to stigmatization in society. The social stigma has been constructed through the media, which creates the opportunity gap for people with disabilities. However, there is Difalink, a job recruitment page specifically for people with disabilities, that has successfully bridged the gap between people with disabilities and institutions that are eager to hire them. This is why an in-depth study was conducted to examine the application of Difalink in addressing the challenges of stigmatization, utilizing qualitative methods and collecting primary data through in-depth interviews with Difalink’s staff. Using Erving Goffman's social stigma theory, which states that the social stigma occurs because there are audience and attribute. This is why Difalink has successfully attained its goal as the job portal because they diminish the social stigma from the roots. Difalink found that social stigma toward people with disabilities is based on the views that people with disabilities are unhealthy, unable, and incapable of working. Therefore, Difalink conducted a strategy. At first, it focuses on raising the disability sensitivity within the institution since the institution, as the recruiter, plays the role of the audience. Second, Difalink helps people with disabilities to develop their capabilities. And third, Difalink raises public awareness through Instagram, which at once prevents the social stigma for potential institutions that need workers and potential people with disabilities who need a job.