“Family Matters”: “Reverse Interview” Campaign from Finland Attracts Indian Experts
India — 6 May, 2025 – Moving across the world for work is not an easy decision – it’s a family one. A new campaign titled “Family Matters” from Work in Finland, in collaboration with Barona, brings this truth to life by giving families the unique opportunity to reverse roles and interview the employer – a concept that is striking a deep chord with professionals from India, where family is central to every life decision.
The campaign highlights Finland’s strengths not just as a tech-driven innovation hub but as a destination that values work-life balance, safety, high-quality education, and family well-being. Indian professionals and their families, often concerned about children’s schooling, spousal careers, and community support in a new country, will find Finland’s humane, inclusive culture an appealing answer. “We want to highlight the family in the process of building an international career. Candidates are given the option to bring their family to a reverse interview so that they are able to ask the most important questions about the topics that really affect the everyday life of the relocating family. We want to bring attention to Finland’s family-friendly and people-centered working culture and opportunities that the country offers to the entire family”, says Arja Martikainen, Senior Consultant of Barona.
The reverse interview format, where families interview hiring experts from Barona, brings a sense of empathy and openness to the relocation process. It empowers families to ask the questions that truly matter to them—such as “Will my spouse be able to work?”, “Are there Indian communities nearby?”, “How do Finnish schools support bilingual children?”, and “What kind of support exists for working parents?” These conversations often explore key aspects of everyday life, including the quality of schools, efficient public transportation, short commutes, recreational options, and Finland’s rich cultural offerings—from art and design to local cuisine and even snowboarding opportunities during the winter months.
India meets Finland in the workplace and beyond. Approximately 20,000 Indians currently live in Finland, with most residing in the Helsinki metropolitan area. The capital region is home to global companies like KONE, Microsoft, and Wärtsilä, where a significant number of Indian professionals contribute to innovation and business growth. This thriving Indian diaspora offers new migrants a familiar support system, vibrant cultural touchpoints, and a sense of belonging in their new home.
Many companies in Finland are open to hiring international candidates, especially in sectors that require higher skills like technology, HoReCa, engineering or manufacturing. The idea of a reverse interview is that the family can ask about matters important to them from Barona professionals, who have extensive experience in recruiting international talent to Finland. The same strengths appeal to people moving to Finland.
The safety of society, the cleanliness of the environment, and the presence of nature even in the capital city, along with free, high-quality education for children, excellent international schools, and a world-renowned daycare system, are all important to both Finns and families relocating from abroad. In a country that is a pioneer in gender equality, both fathers and mothers pursue ambitious careers while also spending significant time with their families.