The collaboration between Redo (formerly Recover Nordic Finland) and Choice began in December 2020, when Redo needed to find a significant number of skilled professionals to support its growth, both for back office and production roles.
For this article, we interviewed Mr. Antti Kirjavainen, CEO, who has been an enabler in matters related to employer branding project and employer branding based recruitments from the very beginning. The collaboration has been extremely successful, as other countries in the group have also begun to benchmark the work and methodology used to develop employer brand in Finland.
Redo set out to find a recruitment partner, but instead found a comprehensive working life partner, Choice. As a employer branding and marketing partner, Choice helped Redo develop its employer brand strategy and concept and made it met the recruitment team's needs also locally. Recruiting managers were also trained for the employer branding and pitching work by Choice.
The Choice team also helped the client conceptualize an internal development project in terms of both content and communication. The concept that emerged was "One Recover – our shared story." Choice planned the work culture based on deep insight which was gathered from the own employees.
A company has a heart, soul, culture, and values, whether they are systematically managed and communicated or not. At Redo, the company's management was committed to change and understood that the company's success is significantly influenced by the capabilities of current and future experts, an atmosphere of trust, and interaction. The identity project sought to support all of these perspectives, and each theme was explored in workshops facilitated by Choice's professionals.
At the beginning of our collaboration, a Choice expert made us realize that developing the external employer image must start from within the company, as the culture, management, and the company's way of operating either promote or hinder successful recruitment. Choice made it clear right away that the more we can get regional management and supervisors committed to a common goal, the more likely we are to succeed in recruitment and building our employer image going forward.
The personal experiences and stories of Redo employees served as the backbone of the workshop work after the objectives and framework had first been worked out by the management team. - Mr. Kirjavainen
The best feedback on success is concrete and verifiable changes in everyday life. The internal communication concept, named the One Recover project, concretizes the company's journey of change for its employees. The culture book also boosted a framework for external employer marketing and branding.
Although an external business partner is a significant investment, I look at it this way: no matter how high the cost, what would be the cost of not addressing critical and important issues? In the end, the collaboration both in Employer Branding and later also in recruitments saved us a tremendous amount of time and money! - Mr. Kirjavainen, former CEO
Choice has been able to demonstrate the benefits of our cooperation to Redo employees in numerical terms, so the cooperation has been a strategic choice. A key theme during our collaboration has been how to involve current Redo employees in employer branding from their respective roles, which requires leading the internal employee experience. Here, management and supervisors play a key role.
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