View the article on Koillis Sanomat in Finnish here.
Article summarized in English below.
The Significance of Employer Image in Attracting Job Seekers to New Workplaces – Communication and Community Experts at Entrepreneurs’ Morning Coffee in Kuusamo
Regional workforce segregation is a prevailing reality in Finland, with talent being attracted from various parts of the country and abroad, leading to the use of multiple languages in the workplace. This was discussed by communication and community experts Kamilla Sultanova and Varpu Rusila during the morning coffee event for entrepreneurs in Kuusamo. The experts shed light on the importance of employer branding and image in job seekers’ decision-making process, emphasizing the need for proactive measures to address workforce shortages and enhance the region’s attractiveness.
Understanding Employer Image: Sultanova and Rusila highlighted the role of employer image in shaping perceptions and influencing behavior. They shared that job seekers prioritize employer branding and company image, as indicated by a LinkedIn study revealing that 75% of job seekers consider these factors before applying for a job. Employers should recognize the significance of employer image in attracting and retaining talent, ultimately fostering company growth.
The experts provided examples of companies like Pohjolan Pirtti in Vuotunki, which has successfully recruited international talents for the winter season by concretely demonstrating their operations and attractiveness. They emphasized the importance of creating job seeker websites in various languages and treating every applicant with respect to improve communication and enhance the overall candidate experience.
Sultanova and Rusila emphasized the interconnectedness of international job seekers and the influence of shared experiences on reputation. They highlighted that a good reputation can have a far-reaching positive impact, while a bad reputation can spread even farther. Drawing from examples in Tampere, where strong momentum in various sectors has benefited the city, they stressed the importance of creating a positive image to attract investment, tourism, and housing opportunities.
During the event, Gelanie Lacuarta and Ancy Pereira shared their experiences as immigrants from the Philippines and India, respectively, who have found meaningful work in Kuusamo. Having received nursing education in their home countries, they are working as care assistants while studying to become practical nurses in Kuusamo. Their stories exemplify the potential for locals with international backgrounds to contribute to the vitality and growth of the region.
Kuusamo’s mayor, Jouko Manninen, acknowledged the challenges posed by workforce shortages but expressed optimism about the availability of 1,000 job openings between 2023 and 2025. The City of Kuusamo has already hired 350 new employees in the past five years. To further enhance collaboration and synergy, entrepreneurs visited Naturpolis’ new premises, which centralize the city’s vitality services.
The morning coffee events will continue, with upcoming joint gatherings for entrepreneurs in Kuusamo, Posio, and Taivalkoski in Ruka. Lasse Kukkonen, a former professional hockey player and current development director at Oulun Kärpät organization, will serve as the speaker, sharing insights on sports activities and organizational development. Additionally, an online information session titled “How to Participate in the Finland Works Virtual Recruitment Event” will provide practical guidance on building virtual booths and leveraging the JobBoost project for recruitment purposes.
The morning coffee event in Kuusamo brought together experts, entrepreneurs, and individuals to explore the significance of employer image in attracting job seekers. With a focus on proactive measures and strong communication, the aim is to address workforce shortages and position the region as an attractive destination for both local and international talents. By leveraging the power of employer branding, fostering collaboration, and sharing positive experiences, the region aims to grow its economy and thrive in the competitive job market.
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