Paras verkkomainos
CHALLENGE
Finland needs 14,000 new tech professionals every year to stop economic decline and reclaim its global edge.
Reaching this talent meant cutting through LinkedIn feeds crowded with success jargon, job titles and polished career promises that all look and sound the same. Competing on salary was not an option, and traditional recruitment messaging would simply blend into the noise.
The challenge was to create online video ads that could stand out across different markets by speaking to something more human than professional status, and show why working life in Finland offers a different kind of success.
job seekers interviewed finnish recruiters about finnish worklife
INSIGHT
Tech professionals across different markets value different things, but one truth connects them: career decisions are family decisions.
In many target markets, people are used to hierarchical work cultures where the boss decides and work comes first. What many aspire to is a different kind of success, one where there is autonomy, trust and time for family.
Family life is where quality of life becomes real. Showing how work fits around family makes Finland’s way of working instantly relatable, across cultures.
IDEA
In a series of online-first video ads, families became the ones asking the questions. Spouses, children and partners took control of the interview, deciding whether Finland feels like the right place to work and live.
By making the family the boss, the films showed a work culture built on autonomy, trust and balance. The relaxed tone, smiles and laughter stood out in work-focused feeds and positioned Finland as a place where work supports life, not the other way around.
Execution
The campaign was executed through a series of online-first video ads filmed simultaneously in two locations: family homes in Vietnam, Brazil and India, and in Finland with the country’s largest recruitment company, Barona.
In each market, tech professionals sat down with their families. Spouses, children and grandparents led the conversation, asking honest questions about work culture, childcare, schools, hobbies and everyday life in Finland.
At the same time in Finland, Barona responded to the families live. Instead of selling jobs, recruiters answered real questions about how work and life actually fit together in Finland.
By filming both sides at once, the ads connected everyday family life abroad with the reality being considered in Finland. The real-time dialogue, relaxed tone and role reversal brought out Finland’s strengths naturally, through warmth, curiosity and smiles.
Designed for LinkedIn and other online environments, the films stood out from success-driven feeds by being human, credible and easy to imagine as a place where work supports family life.
Families became interviewers, employers have to answer all the hard questions.
RESULTS
The Family Matters video ads achieved results clearly above industry benchmarks and performed strongly across all target markets.
The campaign reached 2,159,391 professionals and generated 14,411 engaged sessions on workinfinland.com, showing that the films did more than attract attention, they sparked genuine interest. Most importantly, the ads drove real career consideration. 3,571 users clicked through to open job listings, accounting for 25% of all engaged sessions.
From a performance perspective, the creative approach proved highly efficient. The campaign achieved a CTR of 1.45% and a cost per landing click of €0.42, significantly outperforming industry averages. By cutting through success-driven LinkedIn feeds with a human, family-led perspective, the campaign successfully positioned Finland as a distinctive and desirable place to work and live.
2,159,391
Professionals reached
14,411
engaged sessions on workinfinland.com
3,571
users clicked through open job listings accounting for 25% of all engaged sessions
1,45%
CTR
€0,42
per click, significantly ouperforming industry average and quality
