Why your European Talent Strategy isn’t Working

As a recruiter specialising in public affairs, I have front row access to the key trends shaping talent acquisition and retention strategies across the continent, and I can confidently say – the old ways of working aren’t cutting it anymore.

Shifting political landscapes, regulatory changes, and evolving stakeholder expectations are redefining the skills and expertise required in the industry.

Here’s what’s impacting the landscape, and how it’s affecting your talent strategy:

Large-scale Political Shifts

Europe’s political environment is in flux, with significant elections, institutional changes, and regulatory developments reshaping public affairs priorities.

We’re looking at a rebalancing of influence within Europe, with traditional powerhouses like France and Germany facing internal challenges, while other Mediterranean countries are gaining prominence.

Italy has demonstrated increased political stability. Spain emerged as the best-performing wealthy nation in 2024. Portugal’s economic growth has also outpaced Germany’s since before the pandemic.

All these shifts are driving demand for professionals with deep policy expertise, adaptability, and the ability to navigate uncertainty. Public affairs professionals have never been more sought after in the EU. As a result, we’re also seeing consultancies strengthening their presence in Spain or Italy for instance to better support clients navigating the evolving policy landscape.

Demand for Sector-Specific Expertise

With a new European Commission and Parliament setting fresh legislative agendas, companies need public affairs professionals who can anticipate policy changes and develop proactive engagement strategies.

Industries such as tech, energy, healthcare, finance, trade, and defence face growing regulatory scrutiny, making sector-specific expertise indispensable. Organisations that act now to secure talent with legal, economic, or regulatory backgrounds will be best positioned to influence and navigate these changes.

The Rise of Digital

Public affairs is no longer limited to traditional lobbying and stakeholder engagement. Digital advocacy has become a critical component of influencing policy and shaping public debates.

Organisations increasingly seek candidates proficient in digital campaigns, social media strategy, and data-driven advocacy. The ability to craft compelling narratives and engage with online communities is now a key differentiator in hiring decisions, and companies that invest in digitally-savvy talent now will likely lead the future of policy engagement.

Diversity and Inclusion as a Priority

The push for diversity and inclusion in public affairs is intensifying. Organisations are prioritising gender diversity and seeking professionals from diverse cultural and educational backgrounds to bring fresh perspectives to policy discussions. We took part in these discussions as part of our events programme last year.

The takeaway is clear: Companies that proactively build diverse teams will not only meet stakeholder expectations but also enhance their strategic capabilities.

The Hybrid Work Model

The COVID-19 pandemic has permanently altered workplace expectations. Hybrid work models are now the norm, allowing public affairs professionals greater flexibility. However, this shift presents new challenges in stakeholder engagement, as in-person networking remains crucial in Brussels, Paris, and Berlin. Candidates who can effectively balance digital communication with traditional relationship-building are increasingly valuable.

The Retention Challenge

Attracting talent is only half the battle—retaining skilled public affairs professionals is just as critical. Younger generations, in particular, seek purpose-driven careers where they can make an impact beyond traditional corporate goals. Organisations that offer clear career progression, leadership opportunities, professional development, and alignment with broader societal values are more likely to retain top talent.

Recognising the importance of employee well-being, organisations are implementing wellness-centred retention strategies to improve job satisfaction and reduce turnover.

Organisations are increasingly recognising the value of public affairs in enhancing their recruitment efforts. By engaging in public affairs, companies can influence policy decisions that create favourable conditions for talent acquisition and retention. This strategic approach positions public affairs not merely as a cost centre but as a contributor to the organisation’s profitability and attractiveness to potential candidates.

How to Approach your European Public Affairs Strategy

The European public affairs sector is evolving rapidly, and so too are the expectations placed on its professionals.

As organisations adapt to political, digital, and cultural shifts, the demand for diverse, tech-savvy, and sector-specialist talent will only grow. For both employers and candidates, staying ahead of these trends is essential to thriving in an increasingly complex public affairs landscape. And, lean on the professionals where you can.

To chat further about your strategy, or find out how we could support, get in touch.