The document provides an overview of business culture in Austria, highlighting the importance of etiquette, communication styles, and cultural considerations for successful business interactions. It covers topics such as educational standards, transportation infrastructure, and social customs, emphasizing the significance of understanding local values and behaviors. The information is essential for navigating the complexities of conducting business in Austria, including addressing potential cultural taboos and communication preferences.

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businessculture.org
Business Culture
in Austria
http://businessculture.org/westerneurope/business-culture-in-austria/
Last updated: 30.09.2013
businessculture.org
This project has been funded with support from the European Commission. This
publication reflects the view only of the author, and the Commission cannot be held
responsible for any use which may be made of the information contained therein.
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TABLE
OF
CONTENTS
Business
Culture
in
Austria
.......................................................................................................
4
Xenophobia: being a foreigner in Austria ............................................................................................ 5
International Business .......................................................................................................................... 5
General Education ............................................................................................................................... 5
Educational standards .......................................................................................................................... 6
Other Issues such as transportation infrastructure ............................................................................... 6
Cultural taboos ..................................................................................................................................... 7
Business
Communication
..........................................................................................................
8
Face-to-face Communication ............................................................................................................... 8
Language Matters................................................................................................................................. 9
Business Relationships ........................................................................................................................ 10
Making contact ................................................................................................................................... 11
Personal titles ...................................................................................................................................... 11
Business
Etiquette
..................................................................................................................
13
Corporate Social Responsibility ......................................................................................................... 13
Punctuality .......................................................................................................................................... 13
Gift giving ........................................................................................................................................... 14
Business Dress Code ........................................................................................................................... 14
Bribery and corruption ....................................................................................................................... 15
Business
Meeting
Etiquette
....................................................................................................
16
Importance of Business Meeting ........................................................................................................ 16
Business Meeting planning ................................................................................................................. 17
Negotiation process ............................................................................................................................ 17
Meeting protocol ................................................................................................................................ 18
How to Run a Business Meeting ........................................................................................................ 18
Follow up letter after meeting with client ........................................................................................... 19
Business meals .................................................................................................................................... 20
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Business Meeting tips.......................................................................................................................... 21
Internship
and
placement
.......................................................................................................
22
Work experience................................................................................................................................. 22
Internship and Placement advice ....................................................................................................... 22
Social security and European health insurance ................................................................................. 22
Safety .................................................................................................................................................. 22
Do I need a visa? ................................................................................................................................ 22
Internship and placement salary ........................................................................................................ 23
Internship and placement accommodation ........................................................................................ 23
Cost
of
Living
...........................................................................................................................
23
Money and Banking ........................................................................................................................... 23
Traveling costs .................................................................................................................................... 23
Work-­‐life
Balance
....................................................................................................................
24
National Holidays ............................................................................................................................... 24
Working hours .................................................................................................................................... 25
Working culture .................................................................................................................................. 25
Health insurance ................................................................................................................................ 26
Social
Media
Guide
.................................................................................................................
27
Private Individuals .............................................................................................................................. 27
SMEs .................................................................................................................................................. 28
Search and Social Media Marketing for International Business ........................................................ 28
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Business
Culture
in
Austria
Here you will find a very short introduction to Austria. External links at the end of this
chapter offer more in-depth information concerning different topics.
The following video gives you an overview of the general facts:
(http://www.youtube.com/watch?feature=player_embedded&v=pnayRFOXIYk)
Austria is one of Europe’s smaller countries, but also one of the richest and most stable in the
EU. Its location at the heart of Europe has traditionally made it a hub of East/West relations.
As a landlocked country in central Europe, Austria borders Germany and the Czech Republic
to the north, Slovakia and Hungary to the east, Slovenia and Italy to the south, and
Switzerland and Liechtenstein to the west. The Danube River, Austria’s only navigable
waterway, flows from south-eastern Germany across northern Austria.
Austria has a population of nearly 8.5 million, more than 90% of whom are Austrians, only
10% being foreigners mostly from Serbia and Montenegro, Turkey, Bosnia-Herzegovina,
Germany and Croatia. Austria is the only country other than Germany where the official
language is German, and approximately 98% of the population speaks German or a dialect of
it. Austrian German sounds “softer” than that spoken in Germany and German speakers can
easily discern the difference. Austria’s Slavic minority, located mostly in the south and east of
the country, speak Slovenian and Croatian as their first language.
Freedom of religion is guaranteed in Austria. About three-quarters of Austrians are Roman
Catholic. Many practice “baptismal certificate Catholicism” in which they are Catholic by
baptism and religious formality but do not hold Catholic beliefs on central issues. Another
major religion in Austria is Protestantism, and many foreign workers are Muslim or Serbian
Orthodox. You will also find a small community of Jews in Austria. Most of them are
immigrants from World War II.
Austria is in the time zone of UTC+1. However, during summertime (March to October) the
clocks are changed to summer time which is UTC+2.
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The greater part of Austria lies in the cool/temperate climate zone in which humid westerly
winds predominate. As over half of the country is dominated by the Alps, an alpine climate is
the predominant one.
Vienna is both a province and the Austrian capital and is also a major river port on the
Danube. The population of Vienna, is around 1.7 million at the time of writing in 2013 (rising
to nearly 2.5 million if you include the suburbs), and represents about a quarter of the
country’s population; it is said to constitute a melting pot of citizens from all over Central and
Eastern Europe. In contrast to the capital, other cities in Austria do not exceed 1 million
inhabitants: the second largest city, Graz, is home to around 260.00 people, followed by Linz,
Salzburg, and Innsbruck which are smaller.
Austria is divided into nine provinces, (1) Burgenland, (2) Carinthia, (3) Lower Austria, (4)
Upper Austria, (5) Salzburg, (6) Styria, (7) Tirol, (8) Vorarlberg, and (9) Vienna.
Xenophobia:
being
a
foreigner
in
Austria
Austrians are generally conservative people who place a strong value on hospitality, nostalgia,
cleanliness, charm, traditions, the love of nature and the outdoors, romance and style.
However, work and personal lives are rigidly divided, and Austrians subscribe to the ideal
that there is a proper time for every activity. The home is the place where people relax. Only
close friends and relatives are invited into the house, so this is the place where more informal
communication may occur.
However, in general, people are very friendly and hospitable in Austria and treat everyone
with respect.
International
Business
When doing business in Austria it is essential to appreciate that business etiquette is of great
importance to your Austrian counterpart. Austria is a nation that is strongly individualistic and
respectful and in turn it expects high standards of its business partners. Any unethical
behaviour will seriously diminish all future business negotiations.
General
Education
As stated above, Austria’s education system is one of the world’s best and the country has a
literacy rate of 99%. Children have an equal right to free education, with free transport to and
from school and free textbooks provided by the government. The primary school is for
children between the ages of six and ten. After that, there is a choice of two pathways. Some
pupils will attend a general secondary school for four more years, whilst others go to an
upper-level secondary school until they are eighteen.
After secondary school, students can choose to go to a university or vocational college to
pursue a specific career. All universities in Austria are free. Twelve universities and six
academies of music and art enjoy a high degree of autonomy and offer a full spectrum of
degree programs. Established in 1365, the University of Vienna is Austria’s oldest and largest
university.
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The educational levels of the general and the working population in Austria are very high; this
might be as a result of the high quality education system. Qualified workers and graduates are
available for every possible job opportunity. The so-called dual education system is a special
feature and vocational training (apprenticeship) in Austria is based on this principle. Whilst
training is concentrated within the firm, it also takes place in parallel to a course in a
vocational college. This ensures that two important objectives are met: Guaranteed high
qualification standards for Austria’s skilled workers and also youth employment.
Educational
standards
Austria’s education system is counted amongst the best in the world and is quite business
oriented offering the possibility of specialisation.
All the higher technical and commercial colleges provide specialised training. For instance,
higher technical colleges for mechanical engineering offer more than ten different forms of
training. Almost three quarters of all Austrians take advantage of this unusually wide choice
and complete a higher general secondary, or higher technical or vocational college education.
The Austrian education system has exceptionally close links with industry.
Other
Issues
such
as
transportation
infrastructure
When setting up a business in Austria, it is imperative to be aware of all the relevant
distribution channels, transport options and accommodation choices. Austria is located in the
heart of Europe and is therefore an important transport hub for north/south and east/west
routes. The transport infrastructure is well developed and Austria plays an important role in
the creation of trans-European networks. You can travel to Austria by car, rail, aircraft or
ship. Within Austria, travel is best undertaken by railway or by car.
Local Transportation
There is a direct train connection from Vienna Schwechat airport to the city centre.
In addition, a local train runs between Wien Mitte and VIE.
Buses run every 30 minutes from VIE to the Westbahnhof and the Südbahnhof and to the
Vienna City Terminal at the Hilton Hotel.
Road Transport
Austria is an important transit country and therefore it has a well-developed road network
with motorways and highways. A toll, based on kilometres travelled, is levied on all vehicles
exceeding 3.5 tonnes in weight.
Rail Transport
Austria also has quite a good rail network and around 30% of all goods are transported by rail.
The largest rail transport service is the Austrian Federal Railways.
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Sea Transport
Even though Austria is a land-locked country it has considerable inland marine traffic.
Waterways include the Danube and the Rhine-Main-Danube canal which enables goods to be
transported by ship from the North Sea to the Black Sea. Contact addresses of shippers are
available on the website of the Wirtschaftskammer Österreich/Fachverband für Schifffahrt
(shipping section).
Air Transport
The most important airports are in Vienna, Graz, Linz, Salzburg, Klagenfurt and Innsbruck.
The largest Austrian airline is called Austrian (the conglomerate of Austrian, Lauda Air and
Austrian Arrows). Flights within the country are predominantly provided by Austrian Arrows.
Further information and timetables can be found at http://www.aua.com [de] [en]
Cultural
taboos
There are no real taboos in Austria that do not apply in other Western countries. However,
there are a number of taboos and issues that are considered inappropriate when dealing with
your Austrian counterparts and you should observe these so as to avoid any inference of
disrespect to views and ideals. Being aware of these will make your business dealings more
pleasant and will assist you in building strong relationships with Austrian business people.
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Do not discuss World War II or criticise Austria in general
Austrians are not Germans, even if they speak the same language! This is very important.
Austria and Germany have very different customs.
The Austrians value their privacy and personal space immensely. Do not ask personal
questions related to occupation, age, family or children if your relationship is in its infancy.
Once you have a well-established relationship, those topics are okay. However, never speak
about salary. Salary is an absolute taboo topic for Austrians.
Austrians are more formal and punctual than most of the rest of the world. They have
prescribed roles and seldom step out of line.
Compliment carefully and sparingly – Austrians may find personal compliments embarrassing.
You should not lose your temper publicly. This is viewed as uncouth and a sign of weakness.
Stand up when an elder or higher ranked person enters the room.
Do not shout or be loud; do not put your feet on furniture
When making or answering a phone call, first introduce yourself by saying your name (most
people use their last name, but you can also use your first name if you prefer). It is considered
impolite if you don’t say your name even when you use other polite greetings such as “hello”
or “good morning”.
It is impolite to cross your arm over people who are shaking hands.
It is rude to chew gum in public.
Talking while your hands are in your pockets is also considered impolite.
Understanding and respecting these issues will make a significant contribution in
understanding Austrian culture and building and maintaining strong and solid business
relationships.
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Business
Communication
The following sections focus on the communication aspects of business practice and outline
practical points that you should consider when making contact with an Austrian counterpart.
Basic communication customs will be summarised, and an outline of working and business
practices in Austria will be highlighted.
In business and in the workplace, on the domestic front and in our social lives, we all stand to
benefit from more effective communication skills. Communicating across cultures begins
with the basic understanding that one size does not fit all. Simply because you practice certain
cultural habits or patterns does not mean the rest of the world does. Failing to recognise and
adapt to local customs can mean the difference between success and failure.
The main criterion for effective communication is to understand the culture of the country.
Culture provides a framework for acceptable behaviour and the differences in ideals need to
be recognised, valued and appreciated before any real communication can take place.
Gestures and conversation may vary from your country and topics and gestures you may
deem normal and acceptable could possibly be viewed as taboo here. Such errors in
communication may have a serious impact on the success of the negotiation process. While
Austria is an extremely culturally aware nation, the Austrians have expectations when it
comes to understanding their culture as an independent country – so preparation is a must if
you are to build a positive image from the beginning of negotiations.
To become successful as a cross-cultural communicator in Austria:
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Remember that while your own culture provides an acceptable framework for behaviour and
belief, your preferences and behaviours are culturally based and they are not necessarily the
“correct” or the only ones.
Become sensitive to a range of verbal and nonverbal behaviour in Austria. Remember the
Austrians are conservative and formal people and this may be different from your own cultural
approach.
Keep an open mind to other views and ways of doing things, particularly when doing business
in Austria.
Remember there are no universal gestures.
The following section will provide you with information on both verbal and non-verbal
communication issues in Austria. Focussing on the initial stage of contact is an important
factor and is examined together with the application of communication skills in business
practice in Austria.
Face-­‐to-­‐face
Communication
First impressions are very important to Austrians, and may impact the outcome of your
business relationship with them. There are a number of verbal and non-verbal communication
issues you should consider when doing business with an Austrian:
Non-verbal communication
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Although Austrians prefer third-party introductions, they do not need a personal relationship
in order to do business.
Generous personal distance is found between speakers in a conversation. At least an arm’s
length between two speakers is generally expected.
Eye contact is expected and respected. Uninterrupted eye contact can be awkward for those
not used to such etiquette; however, eye contact demonstrates attention and interest in a
conversation. Avoiding eye contact may be interpreted as the opposite while being in Austria.
Austrian behaviour in public is generally reserved and formal. Thus, waving and shouting at a
person who is far away may attract negative attention.
Austrians enjoy quiet and privacy.
Business cards are exchanged without formal ritual in Austria. Have one side of your card
translated into German. Although not a business necessity, it demonstrates attention to detail.
Include any advanced academic degrees or honours on your business card.
If your company has been in business for a long time, include the founding date on your card
as it demonstrates stability.
Verbal Communication
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Do not expect to reach anyone in the office after 5 p.m. Mondays to Thursdays and after 4
p.m. on Fridays.
When answering the phone in Austria, it is normal to identify yourself with your last name.
Always use the formal word for you: “Sie” unless invited to use the informal “du”.
Address people by their academic title and surname.
Austrians are suspicious of hyperbole, promises that sound too good to be true, or displays of
emotion.
Communication is formal and follows strict rules of protocol.
Austrians are at the same time reserved and direct. They take their time to warm to you while
speaking their mind immediately. This should not be seen as a personal assault – it is simply
indicative of their desire to move the discussion along.
There is little joking or small talk in the office as Austrians are serious and focused on
accomplishing their business objectives/goals.
Try to avoid intrusive questions about personal matters, for example family life, as Austrians
tend to be quite private about such things. Use your companion’s conversation as an example
of what is acceptable.
World War II and the Holocaust may be uncomfortable topics for some Austrians, particularly
elder individuals. If such matters come up in conversation try to speak sensitively and / or
neutrally if you do not want to risk causing offence. It may be prudent to avoid initiating such
a discussion unless you are confident your company would be amenable to it.
Language
Matters
Austria is the only country other than Germany where the official language is German, and
approximately 98% of the population speaks German or a dialect of it. Austrian German
sounds “softer” than that of Germany, and German speakers can easily discern the difference.
Austria’s Slavic minority, located mostly in the south and the east, speak Slovenian and
Croatian as their first language. English is now taught in all schools as a second or third
language.
Slovene is an official language in the southern province of Carinthia. Other minority
languages include Croatian (0.5%) and Hungarian (0.1%). All three languages are taught
alongside German in some bilingual schools. Another minority language is Slovak.
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As political and economic issues become increasingly international in scope, there is a
growing need for Europeans to be competent in foreign languages. Knowledge of German can
be an asset to a career in business or international affairs, particularly in Austria. The
businessperson who can do business with a foreign customer in his or her own language will
have an edge. Large and small companies alike are recognising this as the global market
becomes more competitive.
Business
Relationships
Austrians, not unlike the Germans, value order, privacy and punctuality. Austrians are
generally conservative people and are prudent and moderate in their behaviour. They respect
perfectionism in all areas of business and private life, and in their approach to work they tend
to focus on achieving the task at hand.
This, coupled with their well-defined structures, implies that interpersonal relationships play a
secondary role in business dealings. Austrians tend to be quite regimental and compartmental
in the way they organise their business relationships. There is a strict separation between
private life and work and therefore it takes time to forge more personal relationships.
Following an established protocol is critical to building and maintaining business
relationships in Austria. Communication is very formal and Austrians tend to be direct. Thirdparty introductions are strongly recommended in Austria, as they illustrate an image of trust
in business. They will go on however to develop personal relationships with the people with
whom they conduct business, once this trust has been established.
It is important to engage your Austrian counterparts in lively and philosophical debate, and to
take time before discussing personal topics. This will contribute significantly to establishing
sound relationships with your Austrian connections. Building a relationship requires
demonstrating a sincere interest in the country and the people, so it is imperative to know the
history, culture and identity of Austria.
Austrian business culture has a well-defined and strictly observed, vertically structured
hierarchy, with closely defined responsibilities and distinctions between roles and
departments. One’s place in the hierarchy is generally based on an individual’s achievement
and expertise in a given field. Academic titles and backgrounds are important, conveying
expertise and a thorough knowledge of a particular area of work. It is crucial that you show
proper respect and deference to those who have attained positions of importance, and that you
show courtesy and respect at all times to all other counterparts. In Austria, there is a strong
sense of community and social conscience and a strong desire for belonging.
Expect a great deal of written communication, both to back up decisions and to maintain a
record of decisions and discussions. Even if you have a friendly or casual relationship with
colleagues, you should remember that on-the-job correspondence means that an e-mail is a
business letter, in which salutations and greetings should not be forgotten. Austrians extend
social invitations in advance of the event, and the more formal the occasion the greater the
time between the invitation and the event itself, so that they can be certain that their guests do
not have a prior engagement.
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In Austria, it is generally customary to state your name when you answer the phone. In
accordance with corporate identity trends, the customary way to answer a phone at an
Austrian company is to state the name of the company, the name of the person answering the
phone, and a greeting.
Making
contact
The Austrians in general are typically conservative as far as physical gesturing is concerned.
Unlike in France, men never kiss men, and public displays of affection are uncommon,
particularly in the business environment. Public gestures of affection tend to be reserved for
close family and friends.
Common courtesy such as handshakes and politeness go a long way, when creating a good
image for your Austrian counterpart. In business situations, shake hands at both the beginning
and the end of a meeting. People who have worked together for years still shake hands each
morning as if it were the first time they met. Additionally, a handshake may be accompanied
with a slight bow. Reciprocating the nod is a good way to make a good impression, as failure
to respond with this nod/bow (especially to a superior) may get you off to a bad start. Be sure
to look directly into the person’s eyes while shaking hands. When being introduced to a
woman, wait to see if she extends her hand before offering yours.
Austrians tend to make eye contact often, so try to maintain it when it is made with you.
Austrians view eye contact as a sign of trust, sincerity and attentiveness, so do not be quick to
assume it is a threatening gesture. As this is just part of the culture it is not uncommon for eye
contact to be made on the street as well, again with no aggression intended. Expressive use of
the hands is minimal in most conversations. Do not use exaggerated or indirect
communication styles during business meetings with your Austrian counterparts. It creates an
impression of insincerity and dishonesty.
As business people tend to be formal and conservative, business relationships are proper,
orderly and professional. Keep the hierarchy in mind and always address your message to the
appropriate person in the organisation.
Personal
titles
Titles are very important to Austrians. Do your best to address people by their full, correct
title, no matter how extraordinarily long that title may seem to foreigners. This is also true
when addressing a letter. The most common titles in Austria are Doktor, Magister and
Diplom.
First names are reserved for family members and close friends. Until you are informed
otherwise, or have developed a personal relationship, it is very important to refer to your
Austrian colleague with his or her title (respectively, Herr and Frau for Mr. and Mrs.), plus
the last name (do not use a contact’s first name until you have established a friendship). If
someone is introduced to you with an additional title (e.g. Dr.), use it. This is a formal culture
until people get to know each other.
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Mr. = Herr (i.e. Herr Müller)
Mrs. (or Ms.) = Frau (i.e. Frau Müller)
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Dr. (male) = Herr Doctor (i.e. Herr Doctor Müller)
Dr. (female) = Frau Doctor (i.e. Frau Doctor Müller)
Other titles expected in Austria are as follows:
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Universitätsprofessor: – indicates that the person is a tenured professor at an Austrian
University.
Doktor – a university doctorate degree. Dr. indicates that the person has earned an Austrian
doctorate in two subjects.
Magister – a university Master of Arts Degree.
Diplom Ingenieur – a university degree in engineering.
Ingenieur– a degree in technical/engineering subjects earned at a non-university institution.
Kommerzialrat – an honorary title for achievements in commerce bestowed by a government
organisation.
If speaking German to your counterparts, use the formal version of you (“Sie”), unless
someone specifically invites you to use the informal “du” form. It is usually best to let your
Austrian counterpart take the initiative of proposing the informal form of address (this implies
readiness to develop a personal relationship).
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Business
Etiquette
Attitudes and values are the foundation of every country’s culture, and are the building blocks
for developing a business culture. Cultural influences, attitudes and behaviours vary within
and across nations and within and across ethnicities, and they are strongly embedded in
communities.
Business executives who hope to profit from their travels in Europe should learn about the
history, culture, and customs of the countries that they wish to visit. Flexibility and cultural
adaptation should be the guiding principles for doing business in this country. Business
manners and methods, religious customs, the importance of family, are all covered in the
following sub-sections. Some of the cultural distinctions that business people most often face
include differences in business styles, attitudes toward development of business relationships,
attitudes toward punctuality, negotiating styles, gift-giving customs, greetings, significance of
gestures, meanings of colours and numbers, and customs regarding titles. The following subsections give insights into the values, attitudes and culture of Austria.
Perhaps because of its geographical and linguistic proximity to Germany and because it is a
very small country with less than 10 million inhabitants, Austria and Germany have similar
cultures and business etiquettes. However, you should never think of them as being exactly
the same and should make sure to distinguish between them as separate countries and
cultures.
Corporate
Social
Responsibility
Strict environmental regulations have ensured that Austria remains exceptionally clean and
environmentally intact. The protection of the environment is not the sole responsibility of one
legislative body in Austria, but is part of numerous competences of the federal state (e.g. trade
and industry, water, forest, dangerous waste and most aspects of air and traffic) and the
provinces (e.g. nature protection, land-use planning, construction, non-dangerous waste).
Current environmental issues affecting individual states in Austria include: some forest
degradation caused by air and soil pollution. Soil pollution is the result of the use of
agricultural chemicals. Austria is also concerned about the level of air pollution which is a
result of emissions by coal and oil-fired power stations and industrial plants and from trucks
transiting Austria between northern and southern Europe. Overall, there is rigorous pollution
control in Austria and there is also a ban on atomic energy.
You will find numerous companies in Austria with a clear orientation on sustainability, as
well as environmental issues. They also focus on topics like conditions in the workplace and
real social engagement.
Punctuality
Punctuality in Austria, as in Germany, is renowned throughout the world. Time, therefore, is
managed carefully, and calendars, schedules and agendas must be respected. Trains arrive and
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leave on time to the minute, projects are carefully scheduled, and organisation charts are
meticulously detailed.
Do not turn up late for an appointment or when meeting people. Austrians are extremely
punctual, and even a few minutes delay can offend. If you are going to be even slightly late,
call ahead and explain your situation. Be five to ten minutes early for important appointments.
Gift
giving
In Austria it is not usual among business associates to give gifts. However, for social
occasions like birthdays, gift giving is more common. The following issues are important to
note when considering giving a gift:
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Gifts are not expected in business. Austrians sometimes give gifts to close business colleagues
at holiday-times or to celebrate the completion of an important and successful business deal.
Gifts should be moderate and unassuming. Suitable gifts include brandies, spirits, or
something that reflects your homeland or the personal tastes and preferences of the recipient,
as long as the gift is of high quality and not normally obtainable in Austria.
Do not give personal gifts, gifts with sharp edges, gifts with your company logo on (unless very
subtle) or a very expensive gift.
It is very unusual for an outsider to be invited into an Austrian’s home but, if you are, you
should go with gifts for your host, his or her spouse and their children.
A bottle of vintage wine, (French) champagne (not German Sekt) or brandy would make a good
gift for your host and high-quality chocolates or a spray of flowers are suitable gifts for your
hostess.
If giving flowers, give in odd numbers only – an even number means bad luck in Austria.
Red roses are the sign for love, red carnations the official flower of the Social Democratic
Party and lilies are for funerals,
Un-wrap the flowers before giving them to your hostess unless they are in transparent plastic
foil wrapping.
Gifts should be attractively wrapped.
Children receive gifts on December 6th, the feast of St. Nicholas.
Recommended gifts for children might include confectionery, electronic gadgets or anything
foreign (and therefore “cool”) depending on their age.
If you have time, check your selections with a representative from the Austrian embassy.
Austria generally has the same basic traditions as most other European countries in terms of
gift giving.
Business
Dress
Code
Austrians take great pride in dressing well, regardless of where they are going or what
position they hold. Appearance and presentation is very important to Austrians, particularly in
business. Even when dressed informally, they are neat and conservative and their clothes are
never ostentatious. The following gives an insight into the correct dress code for conducting
business in Austria:
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There is strict protocol for dressing appropriately in different situations: use formal clothes for
the theatre or a concert, and semiformal for high end restaurants. Most cultural events and
restaurants have a dress code and will turn away patrons who are not dressed accordingly.
Business dress is understated and conservative and follows most European conventions.
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•
•
•
•
Businessmen should wear dark coloured, conservative business suits; solid, conservative ties,
and white shirts. This form of dress is observed even in comparatively warm weather. Do not
remove your jacket or tie before your Austrian colleague does so.
Business-women should wear either fashionable business suits or conservative dresses,
complemented with elegant accessories. Loud clothes are not acceptable.
Most Austrian women dress up to go shopping, since they dress elegantly, if conservatively, at
all times, especially when they will be seen in public.
Casual or sloppy attire is frowned upon.
Avoid wearing shorts in the city, especially when shopping.
Bribery
and
corruption
Austria has taken a strong stance in the fight against corruption and bribery. However, while
Austria remains ahead of the fight; there are still issues to be dealt with. According to the
Corruption Perception Index (www.transparency.org/country#AUT) Austria is ranked number
25 out of 176.
Steps are being taken by Austria to implement and enforce the Convention on Combating
Bribery of Foreign Public Officials in International Business Transactions. Austria also
ratified the United Nations Convention against Corruption in November 2005 and signed the
Council of Europe Criminal Law Convention on Corruption in 2000. At an EU-level, Austria
has signed, ratified and implemented the (first) protocol to the Convention on the Protection
of Financial Interests and the Convention on the fight against corruption involving officials of
the European Communities or officials of Member States of the European Union.
In Austria, the further training of Ministry of the Interior and police experts in countering
corruption is the responsibility of the Bureau for Internal Affairs (BIA). This is an
autonomous service department of the Ministry of the Interior and stands aside from the
classical police structure. BIA officials are not obliged to accept orders from outside when
conducting investigations. They operate directly in conjunction with the state prosecutor’s
office and the courts.
Interpol, the international police organisation, has established the world’s first anti-corruption
academy in Austria, Vienna (http://www.iaca.int/). On top of this Vienna has traditionally
established itself as an attractive location for international organisations.
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Business
Meeting
Etiquette
Meetings come in all shapes and sizes, and are more important than ever in business today.
There are the everyday office meetings, board meetings, and seminars. Meetings can now be
face-to-face, teleconference, videoconference, or online via the Internet and are a common
form of corporate life in Austria.
Even though it is one country, do take into consideration that there are huge differences
between eastern and western Austria. If you compare the business behaviour of people from
Vienna with that of the people from Vorarlberg, it is similar to comparing Spanish people
with US Americans. If possible try to speak to a local person before a meeting in order to get
to know the specifics of the person/region.
As you will be travelling to and from a foreign country, it is essential that you recognise the
value of planning for a meeting according to the principles of proper etiquette. Deciding the
contents of the meeting and the appropriate negotiation strategies should be based on the
cultural habits and customs of the country. The appropriate steps should be taken when
preparing an agenda and it is advisable to circulate agendas in advance to ensure everyone’s
preparedness. Ensure that the facilities that you require for the business meeting are available
and ready to use. Presentations should be well prepared, comprehensive, clear, well written,
and informative and presented in a formal, rational, professional manner – appealing always
to the intellect of business people in Austria.
The following section deals with various stages of a business meeting and examines the issues
of cultural sensitivity in this area.
Importance
of
Business
Meeting
Meetings are taken seriously in Austria and may go into considerable detail. Business
meetings follow a formal procedure. Austrian managers work from precise and detailed
agendas, which are usually followed rigorously; moreover, meetings always aim for decisive
outcomes and results, rather than providing a forum for open and general discussion. The
formality of a meeting may make it difficult for an outsider to assess how things are going,
but a lengthy examination of a proposal will indicate serious intent.
In Austrian business dealings, it is important to provide solid facts and examples to back up
proposals, given the Austrian preference for analytical thinking and rational explanations. Do
not use exaggerated or indirect communication styles during business meetings with your
Austrian counterparts since this creates an impression of insincerity and dishonesty. Business
is conducted at a slow pace. Be patient. The business community is very political. Everyone is
careful about what they say to or about anyone else.
Austrian business culture has a well-defined and strictly observed hierarchy, with clear
responsibilities and distinctions between roles and departments. Power is held by a small
number of people at the top. In formal Austrian business meetings, it is customary for the
highest-ranking person to enter the room first. However, in more informal business situations
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this is less important. Contacts are vital to business success in Austria. Use an Austrian
representative where possible to assist in this. Contact your embassy for more information.
Business
Meeting
planning
When setting up a meeting with your Austrian counterparts, there are a number of matters to
consider in order to ensure the best possible outcome from your negotiations. The following
are elements to deliberate before your process begins:
•
•
•
•
•
•
•
•
•
•
•
•
•
•
•
Appointments in Austria are necessary and should be made 3 to 4 weeks in advance when
meeting with private companies.
You are advised to avoid making business appointments for the months of July and August as
well as around the dates of Austrian national holidays.
Punctuality is taken extremely seriously. If you expect to be delayed, telephone immediately
and offer an explanation.
It is extremely rude to cancel a meeting at the last minute as it could jeopardise your business
relationship.
Meetings are generally formal and initial meetings are used to get to know each other. These
allow your Austrian colleagues to determine if you are trustworthy.
This process is often very time consuming.
Letters should be addressed to the top person in the functional area, include the person’s name
as well as their proper business title. Do not forget the importance of rank in Austrian business.
Never set up a meeting for a lower ranked company employee to meet with a higher ranked
person.
If you write to schedule an appointment, the letter should be written in German.
Expeditious handling of correspondence is indispensable. Telephone calls and faxes should be
returned promptly.
Although German is the preferred business language, most upper level managers are quite
capable of carrying on a conversation in English. However, an interpreter is advisable in order
to create the correct business impression.
Participants must arrive dressed appropriately for the occasion.
Business cards are exchanged without formal ritual.
Have one side of your card translated into German. Although not a business necessity, it
demonstrates attention to detail.
Include any advanced academic degrees or honours on your business card.
If your company has been in business for a long time, include the founding date on your card
as it demonstrates stability.
As with most European countries, accepted etiquette in Austria relies on professionalism,
good business sense and formality. Bearing in mind all of the above will ensure positive
results.
Negotiation
process
Austrians tend to be more emotional than their German counterparts in business. Avoid
confrontational behaviour or high-pressure tactics and do not make the mistake of insisting
that everyone agrees with your opinion or attempt the ‘hard sell’. This can be counterproductive in the long run. Austrians can be disagreeable if deadlocked in a deal. There is
sometimes a tendency to avoid confrontation to the extent of promising rather more than they
can deliver.
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Short-term thinking is a Viennese trademark, and it will often be necessary to remind your
Austrian counterpart of their obligations (at which point they will do their best to meet the
terms of the agreement).
Business is conducted slowly in Austria. You will have to be patient and not appear ruffled by
the strict adherence to protocol. Austrians are very detail- oriented and want to understand
every innuendo before coming to an agreement. Be prepared with a clear strategy and offer. If
possible, have literature on the company, product and business offer available in German.
Decisions are made at the top of the company and in private, therefore, high-level contacts are
more effective. Since most companies are relatively small, it is often quite easy to meet with
the decision- maker and negotiate with them directly.
Meeting
protocol
Most Austrians greet one another formally, by shaking hands and saying, “Grüß Gott” (greet
God) or “Grüß Dich” (informal greeting). Upon leaving, they shake again and say “Auf
Wiedersehen” (good-bye). It is important to maintain eye contact during the greeting. Be sure
to shake hands with everyone present – men, women and children – at business or social
meetings. Shake hands with women before men and be aware that in Austria women should
offer their hand first.
Older Viennese men may kiss the hand of a lady on introduction, or say “Küß die Han” (I kiss
your hand) and click their heels together. Accept this tradition graciously. A foreign man
should not kiss the hand of an Austrian woman, since it is not expected and may come as a
shock.
When greeting an Austrian verbally, use a person’s title and their surname until invited to use
their first name. Appropriate forms of address include Herr (Mr.) for a man, Frau (Mrs.) for a
woman or young girl. When addressing a professional under business or other formal
circumstances, it is appropriate to use the proper honorific plus the professional designation.
In more casual situations where the last name is unknown, titles alone (Herr and Frau) can be
used.
When meeting a business contact for the first time exchange business cards – these should be
bilingual in English and German. Not all Austrians speak English and even if they do they
might be not comfortable using it. Even if you don’t know very much German most Austrians
will appreciate you learning their language.
Although sincere smiles are welcomed, and people tend to be polite and hospitable to one
another, physical and emotional expression may be kept to a minimum upon initial
introductions. Light conversation however usually precedes business.
How
to
Run
a
Business
Meeting
The efficient administering of a meeting is vital to negotiations with Austrian counterparts. It
illustrates your competence, motivation and dedication to making a deal and also highlights
your professionalism. The following are points to consider when running a meeting in
Austria:
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•
•
•
•
•
•
•
•
•
•
•
•
•
•
•
•
•
•
•
The primary purpose of a first meeting is to get to know one another and to evaluate the
person, to gain trust, and check if there is likely to be rapport.
Make appointments well in advance with prospective clients, either in writing or by phone.
Avoid waiting until the last minute to arrange business meetings.
Do not procrastinate on correspondence with others.
Do not assume other parties have been invited to attend. It is your prerogative to make that
sure.
Send company profiles, personal profiles, etc., to Austrian colleagues before your visit to
establish credibility.
Show understanding for the Austrian way of doing things.
Use titles and show respect when corresponding or speaking to co-workers and authoritative
figures.
Arrive at meetings well prepared. Avoid hard-sell tactics or surprises.
Austrians generally discuss business after a few minutes of small talk.
Meetings adhere to strict agendas, including start and end times. If you have an agenda, it will
be followed.
Presentations should be accurate and precise.
Have back-up material and be prepared to defend everything: Austrians are meticulous about
details.
Write all documentation in German.
Maintain direct eye contact while speaking.
Austrians dislike hype and exaggeration. Be sure you can back up your claims with lots of data.
Case studies and examples are highly regarded.
Austrians are not comfortable handling the unexpected. Plans are cautious with fall back
positions, contingency plans, and comprehensive action steps – carried out to the letter.
Although English may be spoken, it is a good idea to hire an interpreter so as to avoid any
misunderstandings.
Remain silent if the floor has not been given to you or if you are not prepared to make an
informed contribution.
Follow
up
letter
after
meeting
with
client
Once a meeting has concluded with your Austrian counterparts, normal meeting procedures
should apply. You should follow-up with a letter outlining what was agreed, the next steps,
and who is responsible for completing any actions. Expect a great deal of written
communication in the weeks that follow, both to confirm decisions and to maintain a record
of discussions and outcomes. Always prepare and distribute minutes, information etc. within
24 hours of the meeting.
Quick action on this reinforces the importance of meeting with the Austrians and also reduces
errors of memory. Follow up on any delegated decisions. See that all members understand and
carry out their responsibilities as effectively as possible. Place unfinished business on the
agenda for the next meeting. A number of days after the meeting, your Austrian colleagues
will appreciate a follow up phone call. The personal touch and effort is important in business
practice in Austria.
A lot of Austrian businesses put their general business conditions, in German, on the back of
orders, invoices etc. Under certain circumstances, those business conditions can become part
of the agreement if not properly objected to. In such cases, the fact that the recipient was not
even able to read those business conditions for lack of knowledge of the German language is
no defence. It is therefore advisable to always object to the other side’s general business
conditions.
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As Austrian business people are very formal, socialising after meetings will not occur until
firm working relationships have been established. While a degree of formality will continue to
exist in the business relationship, an effort to build an understanding of their language and
culture will improve relationships significantly.
Business
meals
From the more expensive and upmarket restaurants to the sausage stands which can be found
on every second street corner in Austria, eating out is a very pleasant experience in this
country. Austrians appreciate good food and coffee houses and wine taverns are a popular
alternative to restaurants. Local restaurants are called a “Gasthaus” and are in general cheaper
than normal restaurants. Taking into account the ethnic diversity of the inhabitants of Austria,
it is not surprising that you will find a wide range of restaurants: Japanese, Thai, Chinese,
Greek, Spanish, Portuguese and much more. A tip of 10 to 15% is generally expected in every
restaurant.
Attitudes to business meals
Business entertainment takes place mostly in restaurants. The Austrians enjoy linking
gastronomic pleasure with interesting conversation about potential business. Restaurants in
Austria provide an agreeable environment for discussing business and offer an opportunity to
deepen social bonds. They represent a place where business can be conducted at a relaxed
pace in which participants can feel at ease with each other and develop a more open level of
communication. Actual business, however, is not supposed to be conducted during lunch or
dinner. Sharing a meal is intended to help establish a personal acquaintance as a precursor to
doing business.
Restaurant Etiquette
As with all countries, there is an etiquette you are expected to follow, when dining out in
Austria. The following highlight the most important elements of restaurant etiquette:
•
•
•
•
•
•
•
•
•
Austrians insist on punctuality for social occasions.
They remain standing until invited to sit down and you may even be shown to a particular
seat.
Do not begin eating until the host / hostess starts or someone says “Mahlzeit” or “guten
Appetite” (have a nice meal).
Do not rest your elbows on the table.
Do not put your left hand in your lap when you eat.
Indicate you have finished eating by laying your knife and fork parallel on your plate with the
handles facing to the right.
The most common toast with wine is “Zum Wohl”’ and with beer is “Prost” (good health).
The person who extends the invitation pays the bill in a restaurant. Austrians will not
appreciate a struggle over the bill. Reciprocate with a lunch or dinner invitation before you
leave the country.
In many places in Austria, including restaurants, there is a strict ban on smoking. Try to
smoke only when the people around you are doing so.
It takes minimal effort to adhere to restaurant protocol which is important to observe when
doing business in another country. Your attention to detail will not go unnoticed by your
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Austrian counterparts and will highlight your genuine willingness and enthusiasm to do
business with them.
Austria is famous for its rich and varied cuisine, with a mix of German, Italian, Bohemian and
Hungarian influences. In recent times, a new regional cuisine has developed which is centred
on regional products and employs modern and easy methods of preparation.
Business
Meeting
tips
The following are some useful tips to remember when travelling to or working in Austria:
•
•
•
•
•
•
•
•
•
•
•
•
•
Austrians are not Germans. Austria and Germany have very different customs. Never refer to
an Austrian as a German.
Lower your voice a little and behave graciously and you will enjoy a warm response from the
people of Austria.
The Austrians value their privacy and personal space immensely. Do not ask personal
questions related to occupation, salary, age, family or children even if you have a wellestablished friendship.
Austrians are more formal and punctual than most of the rest of the world. They have
prescribed roles and seldom step out of line.
Traditional good manners call for the man to walk in front of a woman when walking into a
public place. This is a symbol of protection and of the man leading the woman. A man should
open the door for a woman and allow her to walk into the building. Do not be offended if
someone corrects your behaviour (i.e. taking your jacket off in a restaurant, parking in the
wrong spot, etc.). Policing each other is seen as a social duty.
Compliment carefully and sparingly – Austrians may find personal compliments embarrassing.
Do not lose your temper in public. This is viewed as uncouth and a sign of weakness.
Stand when an elder or higher ranked person enters the room.
Do not put your hands in your pockets while speaking to anyone.
Do not shout or be loud, put your feet on furniture or chew gum in public.
Traditionally, there has been little acceptance of women in high positions of responsibility and
power in business. Women, especially foreign women, must establish their position and ability
immediately in order to conduct business successfully in Austria.
Greet salespeople when entering and leaving a shop.
Tip 5-10% of the bill for waiters, taxi drivers etc.
Emergency phone numbers:
•
•
•
Police: 133
Fire: 122
Ambulance: 144
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Internship
and
placement
Work
experience
In Austria there are two legal forms of internship. You can either work as an employee or as a
volunteer. For pupils or students who want to become an employee, the normal labour and
social legislation applies. As a volunteer these laws do not apply.
The regulations that apply to citizens from the “old” EU-Member States (those who became
members before 01.04.2004) are the same as those for all Austrians. For all others, the
regulations in the “Ausländerbeschäftigungsgesetzes” (AuslBG) apply.
Knowledge of the German language is important as not everyone speaks English. The
opportunities for working in Austria are largely within the tourism industry, i.e. hotel services
and sporting activities like skiing and gastronomy.
Internship
and
Placement
advice
There are many practical issues related to international placements that need to be taken care
of either by the trainee or the host company. It is important to reserve enough time for all the
arrangements and the necessary formalities. The training organisations, educational institutes
and home and host organisations are able to help with these.
Social
security
and
European
health
insurance
Depending on the placement you do, the amount of money you earn and your nationality
(EU/non-EU), health insurance may or may not be included. As a foreign student, the relevant
insurances you could obtain are related to health, accident and travel.
Safety
Austria has one of the lowest crime rates in Europe and is one of the safest countries in the
world. However, tourists can become targets of pick-pockets when gathering together in a
group. Commonly known areas for pick-pockets are Vienna’s two largest train stations, the
plaza around St. Stephen’s Cathedral, and the nearby pedestrian shopping areas.
Do
I
need
a
visa?
Austria is a member of the Schengen Agreement.
Nationals of the EU, Liechtenstein and Switzerland are treated like Austrians and therefore do
not require work or residence permits. However, you must register your stay with the local
authorities within three days of your arrival.
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Non-EU-members need a work permit, a procedure which can be problematic and slow.
Internship
and
placement
salary
Whether a placement is paid or unpaid in Austria will depend on the type of placement you
are looking at. If the placement is paid you might get around 500€ a month. However, more
positions are available for unpaid placements.
Internship
and
placement
accommodation
If you do your placement within the hotel and restaurant industry it is likely that you will get
free accommodation and food. Otherwise, you will need to find your own place to stay during
your placement. In the capital a lot of flat share places can be found.
Cost
of
Living
Austria is in the middle range in terms of prices.
Money
and
Banking
Austria’s currency is the euro (EUR, €). Foreign visitors can exchange their currency at banks
and exchange bureaus, as well as in ATMs which in Austria are called “Bankomat”. You can
find them everywhere including in many shops and some restaurants.
Major credit and debit cards are accepted in most hotels and restaurants. Small hotels and
independently owned inns however, may only accept cash or travellers’ cheques. American
Express and Diners Club cards are not accepted in many places. Visa and Master Card are the
best cards to use.
Traveling
costs
These must be paid by you the intern and include the flight or train ticket to Austria as well as
the money you need to get to your workplace each day.
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Work-­‐life
Balance
The family forms the basis of the Austrian social structure. Families are generally small and,
due to a lack of migration, closely knit within a certain town or village. Weekends are
generally devoted to family activities and Sundays are usually marked for visiting
grandparents for dinner, and/or, enjoying a hike in the country together. Eating dinner
together in the evening is very much the norm in Austrian families. Therefore, a key issue for
Austrians is flexible working time. However, to achieve a balance between work, leisure time
and family commitments, everyone needs to be clear about their priorities and what they
want.
In Austria, some companies like IBM for example offer activities in the workplace such as
yoga or massage in order for employees to find their inner balance and be relaxed at work.
Furthermore, the government supports maternity/paternity leave or reducing your working
hours in order to fit in with family commitments.
National
Holidays
Holidays
Date
New Year’s Day
January 1
Epiphany
January 6
Easter Sunday
March / April
Easter Monday
March / April
Labour Day
May 1
Ascension
May
Whit Sunday (Pentecost)
May
Whit Monday
May
Corpus Christi
May / June
Assumption of the Blessed Virgin
Mary
August 15
Austrian National Day
October 26
All Saints Day
November 1
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Immaculate Conception
December 8
Christmas Day
December 25
Boxing Day
December 26
Working
hours
Business Working week
Monday – Friday
Saturday – Sunday
Office
08.00 a.m. to 17.00 p.m. – with
one hour for lunch (Monday to
Thursday) and 08.00 a.m. to
15.00 p.m. (Friday)
Closed
Retail
08.00 a.m. to 19.00. p.m. (and
in some cases to 21.00)
Closed on Sunday (with the
exception of shops at railway
stations, airports and tourist centres).
Banks
08.00 a.m. to 12.30pm and
13.30 p.m. to 15.00 p.m. (on
Thursday until 17.00 p.m.)
Closed
Government
offices
8.00 a.m. to 12.00
(Monday to Friday).
Closed
p.m.
Some supermarkets in Austria are open beyond the hours indicated above. Food may be
purchased on Sundays in shops, gas and railway stations.
Working
culture
Austrians are proud of their contribution to world civilisation. They see themselves as
modern, liberal and cultured, and working practices are formal and professional. The
following outlines the work practices that you should be familiar with before investing in
Austria:
•
•
•
Austrian business culture has a well-defined and strictly observed hierarchy, with clear
responsibilities and distinctions between roles and departments.
Professional rank and status in Austria is generally based on an individual’s achievement and
expertise in a given field. Academic titles and backgrounds are important, conveying an
individual’s expertise and thorough knowledge of their particular area of work.
Another important aspect is Austria’s work ethic. Employees define themselves as part of the
corporation they are working for and quickly identify themselves with your product and/ or
services. Thus, you can expect to be in the best hands when starting a business in Austria.
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•
•
•
•
•
•
•
•
•
•
•
•
Organisation is logical, methodical and compartmentalized with procedures and routines done
“by the book”.
Contacts are extremely helpful in creating business success in Austria.
The rate of women working outside the home in Austria is one of the highest in the
industrialised world.
Lunch is the most common setting for business discussions for women who should stick to
inviting male colleagues to lunch until they get to know them on a more personal level.
The business community is very political. Everyone is careful about what they say to or about
anyone else.
Business is conducted at a slow pace. Be patient.
In more traditional companies, it is still common that everything is run by committees, things
are discussed in great length and risk taking is not as common as in other countries.
There is one philosophy that goes for almost anybody in Austrian business: if someone says he
is going to do something, he will do so. The same is expected of others as well. Never make a
promise that you cannot keep or offer something you cannot deliver. Austrians dislike and do
not trust unreliable people.
Federal regulations limit the working week to a maximum of 48 hours, but collective
bargaining agreements may supersede these. Contracts that directly or indirectly affect 80 per
cent of the working population regulate the number of hours of work per week.
The average working week is around 40 hours nation-wide; rest periods for lunch are as given
by law. Provisions for overtime, holiday, and weekend pay vary depending upon the
applicable collective bargaining agreement.
An extensive set of laws and regulations govern occupational health and safety. A
comprehensive system of worker insurance enforces safety requirements in the workplace.
There are also extensive laws regulating wages, severance pay and sick pay.
It is important that these issues are examined and understood before setting up a company and
employing a workforce in Austria. These issues differ all over Europe but legal guidelines are
set by the European Commission.
Health
insurance
Austria’s health care system is well developed, with 99% of its people being protected by
health insurance plans. These are funded by workers, employers, and the federal, provincial,
and local governments. Everyone covered by health insurance is entitled to free outpatient and
inpatient treatment. Physicians contract with health insurance agencies but are free to
maintain private practices, and patients are free to go to the doctor of their choice.
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Social
Media
Guide
Private
Individuals
When Austrians are spontaneously asked what they associate with Web 2.0/Social Media, the
following keywords arise:
(Marketagent.com)
More than 60% of the Austrian population with Internet access are registered on and use
social networks on a regular basis. As can be seen from the tag cloud, communication is the
common denominator. This is also, the answer people give when being asked about their use
of social media. It is mostly used for sending messages and uploading pictures. Furthermore,
online dating is also quite common in Austria. Social media is not only used for private
purposes, but also for job-related tasks such as gathering information, communicating jobrelated interests and maintaining private contact with colleagues. Furthermore, job networking
and searching for work are important aspects of social media use. It is also used to develop
know-how and knowledge and to get ratings about products and services.
Austrians use social networks in addition to personal communication and even increase
personal contacts through these sources. The most important social network sites in Austria
are (listed according to the penetration):
•
•
•
•
•
•
•
•
Facebook
YouTube
sms.at
MySpace
XING
StudiVZ
Twitter
Netlog
According to an Austrian social media map from Ambuzzador marketing GmbH, the
platforms can be grouped according to their target groups. The VZ-Networks, including
studiVZ and schülerVZ and Lokalisten.at can be seen as special interest platforms, Xing and
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LinkedIn are business networks, YouTube, flickr, MyVideo and Clipfish are sharing
platforms and platforms like Facebook, meinVZ of myspace are networking sites.
The most greatest concerns of Austrians who do not use social media are surround the misuse
of data, the possibility that company personnel managers may see their private data and
concerns about revealing too much personal information.
SMEs
The usage of Social Media in Austrian businesses has risen over recent years, but the
possibilities have not yet been fully exploited. Around 50% of Austrian businesses use some
kind of social media. Facebook, Twitter and Xing are the most popular platforms. More than
70% of social media active companies use Facebook, more than 50% Xing and around 25%
Twitter. On average 2/3 of all businesses publish some news on social media at least once a
week. Despite all the diligence of Austrian companies in social media activities, when they
are asked about the benefits derived from their efforts, there is still some confusion. More
than 40% do not have concrete goals or strategies in using social media. However, many see
positive results through the acquisition of new customers and the initiation of new business.
Only a quarter of companies that are already active in social media pursue a strategic goal
with regard to the use of these platforms. Here, image-building is named as the primary goal,
followed by new customer acquisition and customer retention.
In more than 2/3 of all companies, there are no guidelines for social media usage. To date,
less than 25% have already developed their own guidelines and/or policies.
A challenge that most companies face is the private use of social media during working hours.
In Austria more than 50% of social media active companies allow their employees
unrestricted access to social networks whilst 20% of companies forbid the use by their
employees.
Search
and
Social
Media
Marketing
for
International
Business
Learn how to use social media for business from one of Salford Business School’s latest
business management courses. The course was jointly researched by the Passport to Trade 2.0
project team and prepared in collaboration with some of the leading digital marketing
agencies in the UK.
This Massive Open Online Course (MOOC) can help businesses and individuals to make the
best use of search and social media platforms. The course is called Search and Social Media
Marketing for International Business and is applicable to students looking for placements
abroad as well as businesses thinking about new trade links; it comprises the following
twelve topics:
How to develop a personal brand online (1/12)
businessculture.org
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•
•
Whether you are a student beginning a job search
or a business person planning a new business
venture, personal branding can make a difference.
Learn about personal branding and why it is
important for you.
http://www.youtube.com/watch?
v=l9LYw0mgtn4&feature=player
_embedded
How to use Twitter (2/12)
•
•
Learn the basics of using Twitter to develop an
individual or business profile.
Remember to use hash tag #SSMMUoS to share
your learning journey on this course so far!
http://www.youtube.com/watch?
v=9CVY3pp91Dc&feature=playe
r_embedded
How to use Search Engine Optimisation (SEO) (3/12)
•
•
Learn the principles of SEO to ensure that your
website and any social media profiles are found by
individuals searching for your name, products and
services.
These basic principles of SEO include keyword
research, on-page optimisation and off-page
optimisation.
http://www.youtube.com/watch?
v=zw27cRcwtM0&feature=player
_embedded
How to use social media for international business development (4/12)
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•
Social media networks break down the traditional
country barriers, but do you know which networks
are relevant for the country you are interested in
trading with?
Find out in this video how to identify the relevant
networks and what social media strategies you might
be able to use on these networks.
http://www.youtube.com/watch?
v=Bx-B56AHS4c&feature=
player_embedded
How to use Facebook (5/12)
•
•
Facebook is currently the largest social media
network in the world and it can benefit you as a
business as well as an individual.
Learn how to develop a Facebook business page and
see how other businesses use it and what strategies
work for them.
http://www.youtube.com/watch?
v=UmRGn-vdcO8&feature=
player_embedded
How to use YouTube (6/12)
•
•
YouTube was identified as the second largest
social network amongst younger internet users as
part of the Passport to Trade 2.0 project.
Learn how to optimise your video content in order
to reach wider audiences for your profile.
http://www.youtube.com/watch?
feature=player_embedded&v=G2
0OVpmTBss
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How to use LinkedIn (7/12)
•
•
LinkedIn is one of the three main professional
social networks – the others being Xing and
Viadeo which are also popular in several
European countries.
Learn how to make the most of LinkedIn for your
profile.
http://www.youtube.com/watch?
v=N6e_EAUQqic&feature=playe
r_embedded
How to use Google+ (8/12)
•
•
•
Google+ is the second largest social network as of
January 2013.
It is one of the fastest growing social networks and
one that has the biggest impact when it comes to
search engine results integration for anyone who
uses Google as their main search engine.
Learn how to make the most of Google+ for you
and your digital profiles.
http://www.youtube.com/watch?
feature=player_embedded&v=8ti
3SPHkEWw
How to use copywriting online (9/12)
•
•
Copywriting is a process of translating technical
specifications and product descriptions into
engaging and understandable customer focused
text.
Learn about the basic techniques in structuring
your online content here.
http://www.youtube.com/watch?
v=5f1hx_f2ONI&feature=player_
embedded
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How to stay legal on social media (10/12)
•
•
Everything and anything you do and say online
can be potentially viewed by anyone who has
internet access.
Always respect the law and familiarise yourself
with new options offered to you through a creative
commons licence which is popular online.
http://www.youtube.com/watch?
v=eQxDpiHsdk&feature=player_embedde
d
How to use monitoring and reporting (11/12)
•
•
Whether you are an individual or a business
spending time on social media – there has to be a
return on your engagement online.
How do you justify your engagement on social
media to your boss? Listen to the industry experts
in this area and see what you might be able to
measure in respect of your on-line engagements.
http://www.youtube.com/watch?
v=LbEq7jsG0jg&feature=player_
embedded
How to blog (12/12)
•
•
http://www.youtube.com/watch?
v=OqVjR7oI8Rs&feature=player
_embedded
businessculture.org
•
Blogging is a process of writing text and sharing
content with others. It can help your customers or
friends to keep in-touch regardless of social media
platforms.
Think about the voice you might want to adopt
and who your audience might be. Share your
thoughts with us by writing a blog post about this
MOOC.
Tweet us the link to your post on the
#SSMMUoS Twitter hash tag.
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Passport
to
Trade
2.0
Project
Partnership
Five Universities:
Lead partner: Salford Business School,
University of Salford, United Kingdom
Elena Vasilieva
Aleksej Heinze
Alex Fenton
URENIO research unit at Aristole University
of Thessaloniki, Greece
Christina Kakderi
Nitsa Papadopouloui
TSE Entre Research Centre
Turku School of Economics, University of Turku, Finland
Satu Aaltonen
Elisa Akola
Institute for Information System Research
University of Koblenz-Landau, Germany
Verena Hausmann
Susan P. Williams
Petra Schubert
Valahia University of Targoviste, Romania
Adriana Grigorescu
Leonardo Badea
Three Small & Medium Sized Enterprises (SMEs)
Spin, Italy
Carmine Antonio Donato
Dorella De Tommaso
Technology Development & Innovation – TDI LTD
Bulgaria
Milanka Slavova
Ivan Stoychev
TIS Praha, Czech Republic
Anna Klosova
Richard Adekeye
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