New beginnings: Bulgaria brings fresh career opportunities to foreign workers

Demographic shifts and their implications on the workforce, along with the ongoing digitalisation and automation processes, are dictating new strategies across multiple industries.  In this article for "We Asked the Experts", Karnaka, Director at Binamandiri shares how these changes are leading to an ever-expanding demand for third-country labour, what are the challenges and opportunities for Indonesians seeking work in the country, and how our country is positioning itself among other European countries in attracting foreign workers.

What are the key trends most impactful to the global labour market, and how do they affect businesses in Bulgaria?

Global labour market trends are shaping workforce dynamics, which could impact businesses in Bulgaria. First, demographic shifts are causing labour shortages in many European countries, including Bulgaria, due to aging populations. This is particularly evident in industries like healthcare, construction, and agriculture, where demand for labour is rising. In contrast, countries like India and the Philippines have a surplus of young workers seeking opportunities abroad.

Second, automation and digitalisation are transforming the labour market, replacing manual jobs but creating opportunities in sectors that require human expertise, such as healthcare and skilled trades. Lastly, immigration policies are becoming a challenge as rising immigration tensions may lead to stricter policies, making it harder for businesses to recruit foreign workers. These trends present both challenges and opportunities for Bulgaria in terms of workforce recruitment and adaptation to technological advancements.

To remain competitive, businesses in Bulgaria may need to:

• Develop policies to attract and retain foreign workers in critical sectors.
• Invest in workforce upskilling and technology adaptation to balance automation with human labour.
• Navigate evolving immigration policies and work closely with governments and recruitment agencies to ensure a steady supply of skilled labour.

Which markets are Bulgaria’s main competitors, and what are the key factors driving this competition?

I do not see Bulgaria as having direct competitors, as each country where we place workers has its own unique advantages and challenges. Rather than competing, each destination presents different opportunities depending on factors such as demand, processing efficiency, and government policies. For example, while Poland offers attractive salaries for foreigners, work permit and visa processes are lengthy and unpredictable. Slovakia poses many administrative challenges, Czech Republic offers only 65 work permits per year which is very limiting and since January 1, 2025 Hungary has stopped accepting workers from non-EU countries, removing it as an option for Indonesian workers. Bulgaria has a straightforward placement process compared to other European countries. While recent delays in visa scheduling have posed new challenges, the process remains relatively predictable. Certainty in processing times is crucial, as it allows workers, agencies, and employers to plan accordingly. With countries such as Poland and Hungary being no longer viable options, Bulgaria presents a strong alternative for new worker placements. We see Bulgaria as an attractive destination that offers better opportunities.

What makes Bulgaria an attractive and preferred destination for relocation?

Initially, promoting Bulgaria to Indonesian workers was challenging, as it is not as well-known as countries like Germany or France. When I first introduced Bulgaria as a destination, there was a degree of scepticism—many associated it with its past ties to the Soviet Union, communism, the Cold War, and economic struggles.

However, perceptions began to change when we launched a recruitment campaign in February 2024. As more Indonesian workers explored opportunities in Bulgaria, they discovered that salaries were competitive compared to other Eastern European countries. This financial appeal, combined with positive experiences shared by those already working there, has gradually improved Bulgaria’s reputation among Indonesian job seekers.

What candidate profiles are companies most interested in, and which roles are in highest demand?

Working in collaboration with multiple companies throughout Europe has helped me define and understand where the shortages are and what are the most in-demand roles. Demand is high in the manufacturing and logistics sectors, particularly in automotive production, where assembly operators and warehouse staff are needed. The food processing and meat industry also requires new workers, with roles like production, packaging and processing. In hospitality, there is growing demand for housekeeping, kitchen staff, and F&B attendants in major cities and tourist destinations. Skilled trades, such as welders and fitters, are in high demand in sectors like manufacturing, shipbuilding, and infrastructure. Finally, the construction industry needs masons and carpenters due to the expanding urban development plans and infrastructure projects throughout Europe. These industries represent key areas where European companies are actively seeking skilled and reliable workers, and we anticipate continued demand in these sectors.

What are some of the challenges Indonesians face when moving to Bulgaria? How can we address them?

Indonesian workers relocating to Bulgaria face several challenges that can impact their adjustment to life and work in the country. Adapting to the weather is one of them, as transitioning from Indonesia's tropical climate to Bulgaria's four seasons, particularly the harsh winters can be distressing. Providing pre-departure orientation on winter preparation, including appropriate clothing and heating arrangements, can help ease the transition. Another challenge is the language barrier, as Bulgarian uses the Cyrillic alphabet, unfamiliar to Indonesians who use the Latin alphabet. Offering short language courses focused on basic Bulgarian phrases before departure would improve communication skills and confidence. Manpower Bulgaria already provides this service in partnership with educational centre Kristina Progress. Additionally, cultural differences can be difficult to navigate, as Indonesian workers may struggle with Bulgarian social norms and workplace culture. Providing a cultural orientation booklet or training on Bulgarian customs, etiquette, and workplace expectations would help them integrate more smoothly. By addressing these challenges through proper training, support programs, and cultural preparation, Indonesian workers can adjust more effectively to life and work in Bulgaria, ensuring a successful placement and positive experience for both employees and employers.

What are the key reasons why Indonesians choose to relocate for new job opportunities?

The primary reason Indonesians seek job opportunities overseas is the lack of sufficient employment opportunities within the country. Indonesia is the 4th most populous nation in the world, after India, China, and the United States. Every year, 2.5 million workers enter the Indonesian job market and despite Indonesia’s steady economic growth of 5.03%, the scarcity of opportunities leaves nearly half of them in need of jobs. Closures of major companies has further contributed to the problem. The most recent example –  the bankruptcy of Sritex, Indonesia’s largest textile company, led to over 10,000 layoffs (https://www.scmp.com/week-asia/economics/article/3300816/over-10000-indonesians-lose-their-jobs-sritex-collapse).

Another major driver for Indonesians seeking work abroad is financial necessity. Wages vary roughly between $120 and $350/month for rural areas and the capital and although the cost of living is relatively low these wages are barely sufficient. Many Indonesians, particularly those who are married and have families, seek higher salaries abroad to support them and improve their overall quality of life.

What is Manpower Bulgaria's role in this partnership, and how does it support businesses and individuals through relocation?

Manpower Bulgaria plays a key role in facilitating the successful placement of Non-EU workers, particularly from Indonesia, ensuring smooth transitions for all parties involved.

For Binamandiri:

• Manpower Bulgaria guarantees that the client hiring Non-EU workers—specifically from Indonesia—is a respectable and ethical employer that provides fair treatment to all employees, regardless of nationality.
• Manpower Bulgaria acts as a mediator, coordinating with Binamandiri on various matters, including:
  • Obtaining the necessary work permits from the client.
  • Ensuring candidates meet the required qualifications.
  • Organising airport pick-up and onboarding support.
  • Collaborating with Binamandiri to provide guidance and consultation during the adaptation period, helping candidates integrate smoothly into their jobs and communities while minimising retention issues.

For Clients (Employers):

• Manpower Bulgaria provides assurance regarding the quality of workers and the estimated processing time.
• Assists clients in handling the legal paperwork required to bring Non-EU workers to Bulgaria.
• Supports clients in helping candidates adapt to their new work environment, ensuring a smooth transition.

For Candidates (Workers):

• Manpower Bulgaria acts as a representative for Indonesian workers, offering guidance and consultancy on any challenges they may face while living and working in Bulgaria.
• Ensures that candidates have all necessary legal documentation, allowing them to stay and work in compliance with Bulgarian regulations.

By bridging the gap between employers, workers, and Binamandiri, Manpower Bulgaria ensures a seamless relocation process that benefits all stakeholders.

Don't miss our upcoming event "Bulgaria meets Indonesia: Import of workforce" on 13.05 from 09:30 to 12:00 at the Hilton Hotel, Sofia. There you will be able to learn more about attracting skilled and unskilled workers from Indonesia and discover new solutions to address the labour shortage in Bulgaria. We will look at the current trends in the Indonesian labour market and provide you with practical steps to implement recruitment and import processes. Contact us for more information and if you would like to attend: [email protected]