Notes from Recruiting Practice: What Makes Ukrainian Professional Women Visible

Yvonne Bauer has worked in recruiting and HR for 20 years and is now HR Manager at Certitude Consulting. In conversation with the Safavi Impact Institute, she explains how the Austrian labour market has changed, where applications from international professional women often fall short, and what highly qualified Ukrainian women can concretely do to become visible.

Ms. Bauer, how has the Austrian labour market changed in recent years, and what has surprised you most?

The Austrian labour market has changed considerably. I have worked in recruiting for 20 years, and I see three major developments above all: digitalisation, demographic change, and the shortage of skilled workers.

Some positions have been relocated abroad or shifted through digitalisation, while other skills have become more relevant, an understanding of digital processes, for instance. Ten years ago, Austria still had more leadership positions, partly because more regional headquarters for Central and Eastern Europe were based here. Other locations have since become more attractive, and teams today are set up internationally and virtually.

Professionals in health care and nursing are especially in demand today, as are those in technology, cybersecurity among them. Skilled trades are short of people too, since apprenticeships have lost their appeal. At the same time, entire professional fields are shifting through digitalisation and AI. In marketing, for instance, there is now an oversupply of workers, which benefits early-career talent, while experienced, and therefore more expensive, experts take longer to find a job. The soft and hard skills in demand have changed as well: communication skills, critical thinking, confident use of digital tools, willingness to keep learning, and flexibility are all becoming more important.

What do these developments mean for international professionals who gained their education and work experience in another country?

Some things have become easier. Bureaucratic hurdles have been reduced, and many companies today have more experience recruiting and hiring international professionals. In some international companies, background barely matters anymore, because the working language is English.

At the same time, bias against applicants from other countries or with a migration background persists. For those affected, that means running into obstacles during the application process because their name sounds different, or because German skills are seen as relevant. The working language is often officially listed as English, yet hardly anyone actually speaks it day to day.

Companies are well aware that they will not close their gaps without workers from abroad. Some sectors are very open, care work, tourism, and skilled trades among them. In many white-collar fields, reservations still exist to some extent.

Are these the only challenges Ukrainian and other international professional women face in the Austrian labour market?

Language skills are a hurdle in some cases. On top of that, companies and recruiters often cannot correctly judge foreign qualifications and work experience. Many applicants also lack a network. In Austria, a great deal happens through personal recommendations, and anyone who is new here has often not yet built those contacts. This is exactly where the Safavi Impact Institute steps in, and I value that highly: building networks, connecting people with companies and the right contacts there.

Add to that different application procedures and a different way of structuring a CV. On the applicants' side, there is often a lack of knowledge about the Austrian application process. On the companies' side, there is bias, for instance in overestimating how much German is really needed. Then there is the uncertainty of how to place a foreign degree or an unfamiliar employer. If someone has changed jobs more often, that is quickly read as job-hopping. All that is left is the CV, and paper has no voice of its own. Personal contact often never happens at all. That is a missed opportunity.

What common mistakes do you see in CVs and cover letters? Do applicants even still need a cover letter?

A cover letter does not have to be mandatory; it can also be a short paragraph in an email. I think it is a good sign when someone explains their motivation, why they want to work for us. For a CV, clarity matters most. There are good templates, and AI also helps structure a CV clearly. I have seen CVs running five or six pages, and nobody reads those. A clean spelling and grammar check matters too; depending on the industry, that can carry real weight.

A cover letter should always be tailored to the specific role. If the job ad is written in German, it is worth translating it carefully first to really understand what is being asked; only then can you respond precisely. If a letter reads too generically, as if sent unchanged to ten other companies, that does not land well. It is worth investing time in these documents. Once well prepared, they can be reused and adapted for each new role.

Many Ukrainian women are afraid to apply if they do not meet every requirement, say German at B2 instead of C1. Should they apply anyway?

Absolutely. We know from experience: men often apply once they meet 30 percent of the requirements and pick up the rest on the job. Women tend to be far more self-critical. Some have also had bad experiences that discourage them further. Job ads that are not written in a gender-inclusive way reinforce that reluctance even more.

Then there is the language issue. The German level requested in job ads is often stated as a blanket figure. That is worth questioning. At a company with an international background, or where it is clear that international staff already work there, it is well worth challenging that requirement.

In my own company, I work closely with the relevant departments and question these requirements myself: do we really need fluent German? A job ad often does not make clear what is a genuine requirement and what is simply nice to have. That is exactly why I encourage people: call, ask, apply anyway. If only one or two criteria are missing but the must-haves fit, it is worth trying. Worst case, you get no reply, but at least you tried. I really encourage every woman to apply, even when not every point is met, and to ask about the language requirement whenever in doubt.

Work experience and university degrees held by Ukrainian professional women are often hard for employers to place. Job titles are different in Ukraine, and the CV usually shows a direct translation. What is the best way to explain that experience?

Internationally, degrees are already largely aligned through the Bachelor's and Master's system. Individual universities, though, are harder to place. If someone studied in Austria, the institution and its reputation are usually known. With a university from Ukraine, that is different. I would advise applicants to do a little groundwork here: briefly explain where they studied and how that university is regarded in its home country, to provide orientation on their own initiative. Recruiters and department heads are often under time pressure and will not research this themselves. This can be explained in the cover letter, added directly to the CV, or linked. The same applies to work experience: many local employers are simply not known here in Austria, so a short addition helps, the company website as a link, for instance, or a brief description of the industry. One line is often enough: ‘Manufacturer of Consumer Goods’ or ‘Financial Institution’. The role then follows with the relevant highlights of that previous work.

Are the labels B2 or C1 understandable to employers, or is it better to write ‘good’ or ‘excellent’ German skills instead?

Recruiters can be expected to know these levels; that is easy enough to look up. On principle, I prefer the language-level system to ‘good’ or ‘conversational’, because it gives me something concrete to picture. At C2, for instance, I know language will not be a problem at all, that is close to native level. Ideally, that level is backed by a certificate. Those without one should at least assess their German honestly, so the level they state matches reality.

For Ukrainian women, the interview is often a double challenge: doing it for the first time in Austria, and in German. Many speak well but get nervous and cannot show their real abilities. What is the best way to prepare?

Once invited to an interview, it helps to briefly ask whether there is anything specific to prepare or bring, ideally by phone or email. It is worth researching the company and the role beforehand; there is almost always plenty to find out about a company.

From there: walk in with confidence, stay focused, and answer the questions you are actually asked. Do not let yourself get thrown off, and stay concentrated on the matter at hand. The right mindset matters here: yes, you are applying, but the company is looking for talent just as much. It is a two-way exchange. So show up self-assured and well prepared, not as someone asking for a favour. It also helps to prepare your own questions in advance. Interviews often end by asking whether you have any questions for the company, and having nothing to ask does not leave a great impression.

And finally, it helps to drop the idea of being ‘the foreign applicant’. You were invited because the company wants to get to know you, regardless of background. The other side may show a degree of bias. Consciously setting that aside and focusing on what you do well and why you fit the role is what matters most.

What role does LinkedIn play in the Austrian job market today?

I use LinkedIn a great deal, both for recruiting and for my work with Women4Cyber Austria. LinkedIn is an excellent tool for building connections. I have been active there for around 15 years. Early on, Xing was stronger in the DACH region; today, almost everything happens on LinkedIn. On LinkedIn, you can network in groups and notice openings you might otherwise miss. Many companies post open roles or mention in a status update that they are hiring for their team.

Many industries have their own groups. Just recently, I spoke with a woman who wants to work in IT healthcare. There is a dedicated network for that called ‘Women in Health IT’. Anyone who joins automatically connects with people working in that field, some of whom are looking for people themselves or have roles in mind that have not even been advertised yet. Talking and networking often gets you further than a classic application. I consider LinkedIn highly relevant and recommend everyone show up there with a well-maintained, up-to-date profile.

As a recruiter, what do you look for in a candidate's profile?

A well-structured CV that is not too long, grammatically correct, and to the point. A single typo is not a dealbreaker for me. I also check whether I can find the person on LinkedIn. If not, that is fine too. If I do, there should be a profile with real content to see. Anyone who does not want a photo online can leave it out. What matters is that the information shown is current. Anyone open to new opportunities can use the ‘Open to Work’ label. An empty profile with no current content does little for anyone.

Do you need to be active on LinkedIn, posting and commenting a lot?

Being active is no guarantee, but it helps build a larger network quickly, for instance by joining discussions in groups. In some fields, like skilled trades or care work, people are barely on LinkedIn at all, and target groups there are reached differently. In fields like project management, IT, sales, marketing, back office, or accounting, a well-maintained profile is worthwhile. I notice this in my own case: I post, share, and comment fairly often, and that brings me more inquiries. It should stay authentic, though. Those who would rather not post that much will still get found and approached with a strong profile. That, in the end, is what matters most.

What practical advice would you give Ukrainian women currently job hunting?

Do not try to handle everything alone. Anyone needing support with application documents or translations should actively seek help, for instance from organisations like the Safavi Impact Institute. It is also worth networking beyond the Ukrainian community, through LinkedIn groups, for example, and going to an event now and then where you know no one. A bit more courage to step outside your circle definitely helps.

During the application process, do not hold back too much: better to apply once too often than not enough, and go into the conversation with confidence!

In application documents, it is worth highlighting an international background and knowledge of different cultures. That is exactly what brings fresh perspective and new energy into a company.