From Stereotypes to Success: Attracting Brazilian talent to Finland

Client: Business Finland

Business Finland launched a campaign to enhance Finland’s appeal among Brazilian professionals, addressing its low ranking compared to destinations like Canada and Portugal. The strategy highlighted Finland’s strengths in sustainability, work-life balance, and inclusivity while dispelling misconceptions. The campaign focused on three pillars: Sustainability, Business and Technology, and Inclusion and Diversity. Rather than relying on generic talent attraction, it showcased real-life success stories of Brazilians in Finland.

PR efforts included journalist trips, event participation (e.g., Web Summit Rio, Gamescom Latam), and engagement with top Brazilian media outlets such as Folha de São Paulo and Valor Econômico. Special content covered Finland’s green economy, tech innovation, and inclusive work culture, with initiatives tied to Black Awareness Month and Women in Tech events. The campaign drove over 100,000 engaged visitors to WorkinFinland.com, making Brazil the second-largest audience. Major media coverage appeared in Exame, VEJA, and UOL, strengthening Business Finland’s credibility. By shifting public perception, the campaign positioned Finland as a top destination for Brazilian professionals seeking career growth and a high quality of life.