Recruitment trends often reflect broader workforce dynamics, and Finland and Sweden are no exception. Businesslike’s Senior Consultant and co-founder Marju Vuorensalmi recently spoke with Joakim Avikainen, Head of HR at Swedish Debe Flow Group, to explore the key recruitment topics on both sides of the Baltic Sea. Joakim, who recruits for Debe across the Nordics and Europe, shared his perspective on what’s hot in recruitment and how these trends impact hiring strategies.
When asked about Finland’s top recruitment concerns, Joakim agreed they’re equally relevant in Sweden. He noted, however, the increasing importance of employer branding in the Swedish market. In larger cities like Stockholm, the competition for talent remains intense, especially among younger workers, and companies are investing increasingly to attract their target candidates.
Here are five central recruitment topics shaping the conversation in Finland and Sweden:
1. Remote vs. in-office work
The debate over remote versus in-office work remains heated. “Traditional companies pushing for in-office work are struggling to recruit in Stockholm,” Joakim says. While many businesses have started asking employees to return to the office, candidates often expect flexibility. Post-pandemic, many companies allow pets in the workplace or longer lunch breaks for dog-walking, creating a more flexible work culture to appeal to talent.
2. Age diversity
In Finland, the challenges faced by job seekers over 55 have been widely reported. Joakim recognizes the phenomenon, but asserts that age is not a hiring barrier at Debe Flow Group. Debe’s focus is on performance and motivation, he explains, sharing the example of a 61-year-old Sales Manager recently hired based on his high energy and expertise. Joakim emphasizes that a positive experience with a diverse range of employees reduces bias in future hiring decisions. Debe’s priority remains finding the best-fit candidates, regardless of age.
3. Employment gaps
Value potential over perfect resumes! “We can’t afford to miss a good candidate because of a career break,” Joakim notes. While unexplained or frequent job-hopping can be a red flag, he believes in giving candidates the chance to clarify. In Finland, more candidates are leaving roles without having a new job lined up – a trend Joakim finds surprising. In Sweden, leaving a job without a new offer can mean months without unemployment benefits and a wider geographic job search, discouraging risk-taking among job seekers.
4. Industry experience: overrated?
While many Finnish job ads list industry experience as a must-have, Debe Flow Group usually treats it as “nice to have.” Joakim believes companies should prioritize a candidate’s values, motivation, and trustworthiness. He shared the story of a Sales Representative who joined Debe from the fashion industry and, after three years, now holds a managerial role. Joakim argues that rigid industry requirements may be symptoms of ad hoc recruitment needs where companies lack the time for onboarding and training, but taking a broader view often yields strong, adaptable employees.
5. Employer branding: a growing necessity
Employer branding is increasingly critical as competition for talent heats up. Building a brand that attracts top candidates requires dedicated resources – a challenge for smaller companies – but Joakim sees it as an essential investment. With an “employee’s market” still prevailing in cities like Stockholm, companies with strong reputations have a clear advantage, especially in today’s uncertain economy.
Retention: building meaningful careers
Retaining talent requires more than perks – it’s about creating purpose. Debe’s retention strategy centers on fostering a meaningful work environment. This includes setting personal goals aligned with company objectives, providing paths for professional development, and offering competitive salaries. Joakim underscores the importance of ongoing communication, trust-building, and autonomy, as well as a low-hierarchy environment where people feel valued.
Gold star to Businesslike
Finally, we touched on the recruitment process itself and how to choose a recruitment partner? Joakim appreciates Businesslike’s approach in recruitment, emphasizing efficient processes and rapid quality candidate presentations. “You stand out in everything we do also in Sweden, so gold star to you,” he says. Businesslike’s commitment to a streamlined process ensures neither clients nor candidates are left waiting. The knowledge of the local market is essential but so is the communication and deep understanding of the client.
And a wonderful end of our discussion was to hear that Finnish candidates shine in interviews!
Joakim praised Finnish candidates for their preparation and professionalism, noting that many came to interviews with comprehensive business plans and deep knowledge of the company, this level of preparation often exceeds that of Swedish candidates.
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