Diversity management through a recruitment initiative: Case 125 Opportunities for Working Life

Abstract

The objective of this study was to explore “125 Opportunities for Working Life”, a recruitment in-itiative by the Finnish company Fazer, through the perspectives of diversity management and sus-tainable human resource management. The purpose of the 125 Opportunities for Working Life initiative was to give employment opportunities to people who have experienced difficulties when trying to find work. The target groups of the initiative included immigrants, long-term unem-ployed and young unemployed. In addition to Fazer, other key stakeholders of the initiative were Centre for Economic Development, Transport and the Environment (ELY), TE Services, Helsinki Deaconess Institute and Diakonia College Finland.

The goal of this study was to find out how different stakeholders view the program, how the pro-gram has worked out so far, and what can be learned from it. The study was a qualitative case study drawing on both primary and secondary data. The main source of data was twelve semi-structured interviews of different stakeholders of the initiative, such as participants and Fazer rep-resentatives. The interviews were conducted in Finnish, because even non-Finnish program partic-ipants were required to have basic Finnish skills in order to be selected to the program. In addition to interviews, other data included company documents related to the initiative and observations from a lesson that was a part of the 125 Opportunities for Working Life program.

Based on this study, the 125 Opportunities for Working Life initiative has been perceived as largely successful by the various stakeholders of the initiative that were interviewed. The majority of comments from interviewees were positive, and it seems the initiative has also increased em-ployee attraction among current Fazer employees. Some interviewees viewed the program primari-ly as a charity initiative, while others emphasised the importance of getting new, competent em-ployees through the program. Many interviewees also recognised the impact that such initiative may have on the Fazer brand, although none of the interviews thought brand management was the main reason for starting the project. Based on this study, points for improvement include creating an inclusive work environment in all Fazer locations. One of the main outcomes of the study was the importance of communication when recruiting diverse employees, such as people with diverse cultural backgrounds. The findings of the study were in line with previous research in terms of the link between diversity and employee attraction, and the importance of communication and learn-ing from diversity.