Many foreign-language jobseekers do not get the chance to show their skills and competences. At the same time, there are sectors, such as tourism, hospitality, cleaning and real estate, that are facing labour shortages even amid rising unemployment rates.
“Instead of jobseekers' motivation, obstacles to job matching are often caused by unconscious assumptions and employers' practices,” says Lead Specialist Taneli Kuusiholma from Helsinki Employment Services.
The Ovet auki duuniin (“Opening the doors to work”) project, which has been granted a significant budget, is tackling the issue in a new way. The project aims to highlight invisible barriers in recruitment and help remove them.
“The aim is to build trust and lasting change so that foreign-language jobseekers are treated as equals. By doing so, we also want to open doors to those sectors where highly educated immigrants are too often excluded from job opportunities that match their skills," Kuusiholma emphasises.
The project will provide foreign-language employees with language support specifically related to their job at their workplaces, right from the start of their employment. Employers will also be supported with concrete instructions and clear tools for inducting new employees. This includes support for mentoring and preparing clear guidelines and job descriptions. This way, everyday interaction is improved from day one.
The project draws on behavioural sciences, social psychology and social marketing.
“For the first time, we are using social marketing methods to promote employment. Social marketing aims to influence people’s attitudes, values, and ultimately their behavior to achieve the common good. Well-known examples include campaigns that promote traffic safety and encourage recycling,” says Head of Unit, Katja Rajaniemi.
The project will not wait for jobs to open up. Instead, it will see Helsinki Employment Services team up with companies to find job opportunities for foreign-language speakers and create new routes to employment.
“We want to create lasting results that strengthen the vitality of Helsinki and reduce inequality. This is at the heart of the City Strategy," Rajaniemi points out.
Helsinki will be closely monitoring and evaluating the results of the project. The project has a total budget of EUR 1.2 million, of which 75% is covered by the European Social Fund plus.
