PR for Talent & Care: visibility for skilled-worker recruitment

Talent & Care is a Vienna-based provider of international skilled-worker recruitment, focusing on the care and industrial sectors. The company recruits academically trained professionals from South America and Asia, organises language training in their home countries, supports legal procedures such as residence permits and recognition of qualifications, and assists with integration in Austria.

The aim is to reduce the skilled-labour shortage in Austria through structured, fair and sustainable processes – with no cost risk for candidates and long-term added value for employers.

The starting point was complex and socially sensitive. The shortage of skilled workers in the care and industrial sectors is a heavily debated topic in Austria, and the debate is often emotional. International professionals repeatedly find themselves caught between a necessary solution and public reservations.

For Talent & Care, the key challenge was to position itself clearly as a quality provider in the market – in an environment where speed often takes priority over sustainability. At the same time, trust had to be built on several levels: among employers, among international professionals and among the wider public.

On top of this came communications support for structural developments within the company. Quality, transparency and ethical standards had to be made actively visible in order to set the company clearly apart from less reputable market players.

To address these challenges, we developed a strategic PR approach built on two central pillars: making quality visible and lastingly strengthening trust.

In the first step, a clear positioning as a structured, transparent quality provider was defined. Through strategically placed press releases, the recruitment process – from language training in the home country to long-term integration in Austria – was explained in a clear, fact-based way.

In addition, we organised targeted interviews with Managing Director Mag. Frederic Metlewicz in order to put topics such as the skilled-labour shortage, integration and quality standards into nuanced context. This allowed Talent & Care to be established as a competent and responsible voice in the public debate.

The PR activities led to high-quality coverage in leading Austrian media such as Kurier, Kronen Zeitung and the Ö1 Radiokolleg, as well as in trade publications such as the New Business Industrie Guide, Handwerk + Bau and i-Magazin. Within six months, coverage was achieved with an ad value of almost €345,000 and a reach of around 700 million visits.

Through targeted media positioning of topics such as integration, language standards and sustainable recruitment processes, the company was established as a competent voice in the debate on the skilled-labour shortage. The communications work helped to build trust among potential employers and in public perception, and to clearly highlight the differences from less structured market players.