Boosting energy for collaboration – a recruitment campaign seeks to attract talent to the Vaasa region

The campaign, running for approximately a month, targets the Helsinki metropolitan area and selected cities in Finland where the skills required by businesses are available. In addition to the City of Vaasa, career opportunities are being highlighted by Crimppi, Danfoss, Hitachi Energy, InMedi, TT Botnia, VEO, WE Tech Solutions, and Vilpe.

– We know that young adults are more likely to move than, for example, those who have already built or bought a home and started a family. That is why the campaign is targeted at 23–40-year-olds, says Mari Kattelus, Marketing Manager at VASEK.

Standing out from other cities and municipalities in Finland is not easy, as share similar strengths: short commutes, proximity to nature, lack of traffic congestion, high-quality services, and a wide range of recreational opportunities. This year, the theme of the campaign is energy and using it for the right purposes.

– Energy is something we can truly be proud of in the Vaasa region, and it is something that it sets us apart from others. We are among the best in Finland in many measures of industry and employment, and we have world-class expertise in energy technology, says Kattelus.

– This year’s campaign beautifully combines two themes that Vaasa wants to be known for: the Nordic Energy Capital, and happiness. Investing our energy in things that matter to us also increases happiness, says Leena Forsén, Director of Communications and Marketing for the City of Vaasa.

In connection with the campaign, the City of Vaasa is also running a direct advertising campaign aimed at former Vaasa residents.

– Many have had to move away from Vaasa for work, and now we want to entice them to return.

Businesses benefit from the joint campaign

The city and local businesses have a shared goal in attracting talent, and the campaign’s collaboration model has proven to be effective. This is the fifth time the campaign is being conducted in this way.

– A great thing about Vaasa is that everyone recognises the common good here, and we genuinely work together for the benefit of the entire region. The joint campaign gives everyone more visibility, says Forsén.

The companies participating in the campaign vary slightly each year, but many have been involved since the beginning. TT Botnia is one of the companies participating in the campaign for the first time this year.

– We recognise the importance of promoting the visibility of the entire region, while also using the campaign to raise awareness of our company. We are a healthcare company, and cooperation with other companies in the region is important, as families moving to the area often include experts from various fields with diverse employment needs, says Timo Ylilauri, CEO of TT Botnia.

The participating companies contribute to the overall campaign costs, with VASEK and the City of Vaasa serving as the main funders and organisers. The campaign’s advertising partner is the Vaasa-based agency Kind Company. The campaign is run in Finnish and English, but the campaign website, töihinvaasaan.fi, is also available in Swedish.