Improving Health Literacy in Austrian Companies: Results from a Systematic Company Recruitment

Abstract Issue The HL-Survey-EU-2011 showed limited health literacy (HL) among the Austrian population (51,6%), especially in the federal state of Styria (63,1%). The project “Auf Gesundheitskurs - gesundheitskompetent in Feldbach” focuses on individual and organizational HL by training and educating production and service company workforce in a rural region in Austria. Description The population in the target region is especially disadvantaged regarding HL due to the parameters of age, gender, education, income and ethnicity. There are several small and medium-sized businesses within this area. This project (2018-2020) aims to improve knowledge, competences and skills of multipliers from different companies concerning organizational and individual HL, based on an in-person training programme. However, in order to recruit participants for this research project, a systematic recruitment approach was used. Results A total of 783 companies, listed in the community database, were contacted via email in order to inform about the project and to invite for an interview. After the initial email, 40 companies were selected, based on four characteristics: industry sector, company size, distance to town centre, relevance to HL, and contacted via phone as well. However, 7 companies out of 783 confirmed the first interview and 6 out of 7 signed the project cooperation. 18 out of 40 phone contacts led to personal meetings, 9 resulted in signing the cooperation. In total, 15 companies have decided to participate in the project. Lessons Overall, telephone contact led to much higher response rates than email alone. The parameters which effected positive outcomes during the interaction by phone and in-person were demonstrating benefits (healthy workplace, motivated staff, positive atmosphere, new customers), explaining the practical value, clarifying costs, expenditures and time effort. Although the topic of workplace health promotion is popular in this rural region, the focus on HL is new. Key messages Key factors in company recruitment for HL initiatives in rural regions are telephone and personal contact. Pointing out specific benefits for companies within the recruiting process seems also crucial.