Such tightening competition together with Finland's slow economic growth have resulted in cooperation negotiations and tighter control over costs in the media sector. Changes in consumer behaviour and advances in digitalisation are also forcing a revamp of business models and job descriptions in the sector. In a dynamic environment, organisations, procedures and management styles are constantly changing. Everyone has to learn fast.
“We're not in a unique position. If we take a look around, we can see that sector after sector has gone through massive changes. Now it's our turn.”
“And change is a good thing – the ability to do so enhances the credibility of the employer image. More employees, particularly in media, understand the importance of change”.
Jobs must be meaningful
Juvonen emphasises the fact that larger companies such as media houses can offer a great range of career paths and a wide diversity of duties when competing for employees. At Alma Media employees can move from one job to another or from one brand to another within the company. The connecting factor is Alma. Over the past few years, Alma Media has invested in developing the Alma brand together with the Group's other well-known brands such as Iltalehti, Aamulehti and Kauppalehti. The Alma brand is very visible in all recruitment efforts.
But a strong brand is not enough by itself.
“Working in media is still considered relevant; content and importance mean a lot. An ambitious journalist wants to choose a channel with a large audience. The same principle applies to other professions as well; the number of users is important to coders, for example,” Juvonen explains.
The image is conveyed by the people themselves
At Alma Media, the employer image is built as work is carried out, through everyday tasks. The focus is on managerial skills, a supportive approach, skills and great atmosphere, and studies show that people enjoy working for Alma. Juvonen says, though, that the full potential of this has not been used in the creation of the company’s employer image. To support the effort, the #Almaspirit concept was created.