Finland’s labor market is undergoing a structural transformation. Although the number of open job vacancies declined to approximately 34,100 in 2025, a 22% decrease compared to the previous year, labor demand has not fully disappeared, but has instead become more concentrated in specific sectors and regions.
At the same time, international talent has become increasingly important in sustaining key industries. However, this talent is not evenly distributed across the country. While urban regions continue to attract international professionals, areas such as Northern and Eastern Finland face growing difficulties in recruitment.
This creates a critical challenge for companies:
How can organizations use data effectively not only to identify talent, but also to attract and retain it in less competitive regions?
Understanding Data-Driven Recruitment
Data-driven recruitment refers to the use of labor market data, analytics, and evidence-based insights to guide hiring decisions. Rather than relying on assumptions, companies can use data to better understand where talent exists and how to reach it.
Key applications include:
- Identifying skills shortages by sector
- Analyzing regional workforce availability
- Monitoring salary levels and demand trends
- Understanding international talent flows
In Finland, international employees already represent around 10% of the workforce, with significantly higher shares in certain industries.
However, while data helps answer where talent is, it does not address how to successfully integrate that talent into organizations and regions.
The Labor Market Reality
Labor shortages in Finland are concentrated in key sectors such as healthcare, construction, ICT, and manufacturing. These shortages are driven by long-term structural factors, including an ageing population and a shrinking domestic workforce.
At the same time, regional disparities create an additional layer of complexity. Talent, especially international talent, is heavily concentrated in metropolitan areas like Uusimaa, while regions such as North Karelia struggle to attract skilled workers.
This leads to a critical insight:
The challenge is not only a lack of talent, but a mismatch between skills, sectors, and geographic location.
For companies in Northern Finland, this means that even when talent exists within the country, it is often not accessible where it is needed most.
Why Recruitment Alone Is Not Enough
While labor market data provides valuable insights, it does not guarantee successful hiring outcomes. Many companies face persistent challenges even after identifying suitable candidates.
These challenges can be grouped into three main areas:
Administrative complexity:
International hiring involves multiple bureaucratic processes, including permits, registration, and financial systems. These can create delays and create uncertainty for both employers and employees.
Integration barriers:
Language remains one of the most significant obstacles in Finland. Many roles require Finnish or Swedish, while a large share of international professionals lack of language skills.
Retention risks:
Even when recruitment is successful, long-term retention is not guaranteed. Research indicates that only about half of foreign professionals would recommend Finland as a place to work, often due to limited career development opportunities or integration challenges.
Data can identify talent, but it cannot ensure that employees relocate, integrate, or stay.
A Regional Challenge: From Recruitment to Talent Attraction
For companies in Northern Finland, the issue goes beyond recruitment. The real challenge is attracting talent to the region in the first place.
Even when qualified candidates are identified:
- Many prefer to remain in larger cities
- Regions compete not only with companies, but with entire ecosystems
- Lifestyle, accessibility, and long-term opportunities influence decisions
This creates a new reality:
companies are no longer just hiring employees - they are competing as destinations.
International Talent Already in Finland
An important but often overlooked opportunity is the pool of international professionals already living in Finland. These individuals are familiar with the country and may already possess relevant skills.
However, several barriers limit this potential:
- Limited recognition of foreign qualifications
- Concentration in urban areas
- Weak professional networks outside major cities
This creates a paradox:
Finland has international talent, but not necessarily where it is needed most.
For regional companies, this highlights the importance of not only recruiting internationally but also redistributing and integrating talent more effectively within the country.
How to Attract Talent to rural areas
To address these challenges, companies must go beyond data and adopt a strategic approach to talent attraction.
1. Strengthen Employer Branding
International professionals evaluate both professional and personal factors when considering relocation. Companies must therefore communicate not only job opportunities, but also lifestyle benefits.
Regions like North Karelia can offer:
- Lower cost of living
- Strong work-life balance
- Safe and nature-oriented environments
These factors can be powerful differentiators when clearly communicated.
2. Invest in Relocation and Integration Support
Relocation is often the deciding factor in whether a candidate accepts a job offer. Without structured support, even well-qualified candidates may decline or leave early.
Effective support includes:
- Assistance with housing and administrative processes
- Structured onboarding programs
- Cultural and social integration
This reduces uncertainty and accelerates the employee’s transition into the workplace.
3. Develop a Realistic Language Strategy
Language plays a critical role in employability and inclusion. Companies should balance operational needs with accessibility by:
- Offering English-language roles where possible
- Supporting Finnish language development
- Clearly defining expectations
4. Position the Region as a Long-Term Choice
Instead of competing directly with major cities, regions like North Karelia should focus on their unique strengths:
- Stability and community
- Opportunities for long-term development
- Higher quality of life
This approach appeals to professionals seeking sustainable careers rather than short-term opportunities.
5. Build Strategic Partnerships
No company can manage international recruitment alone. Partnerships with relocation providers, local authorities, and educational institutions help reduce complexity and improve outcomes.
These collaborations enable companies to:
- Streamline processes
- Improve employee experience
- Share knowledge and resources
Growth opportunities
To fully benefit from data-driven recruitment, companies must extend their focus beyond hiring and consider the entire employee journey.
Relocation support is a critical component of this process. It transforms data insights into practical outcomes by ensuring that employees can successfully transition into their new environment.
Finland’s labor market is increasingly dependent on international talent, particularly in regions facing demographic and economic challenges. While data-driven recruitment provides valuable insights into where talent can be found, it does not guarantee success.
For companies in rural areas, the key lies in combining data with action. This means not only identifying talent needs, but also actively attracting, supporting, and retaining international professionals.
Data reveals opportunities, but strategy determines outcomes.
Organizations that integrate data-driven recruitment with strong talent attraction and relocation practices will be best positioned to succeed in an increasingly competitive and global labor market.