”"Strategies to ensure internal buy in" Morning Joe with Fireside chat

Global Employer Branding Manager @ Bolt

What to take home from today – and how to make 2026 an epic EB year

Principal Consultant – Strategy & Employer Brand @ Duunitori
Data is key to building employer brand. Analyzing job seeker behavior can objectively measure an employer's attractiveness and reveal trends that would otherwise go unnoticed. The key is not just measuring, but how the findings are used: how communication and resource allocation can decisively improve an organization's attractiveness in the labor market.

Building Confident Competence Faster - From Gamified Onboarding to Continuous Learning

CEO @ Seppo
Onboarding is one of the most powerful employer branding moments, where your promise becomes someone's lived experience. In today's rapidly changing work environment, however, onboarding is no longer just a day-one experience. Roles evolve, responsibilities shift, and new tools reshape how work gets done. 
 
In this conversational session, Riku Embryo, Founder of Seppo, together with CEO Mervi Pänkäläinen, share real-life success stories of gamified onboarding that help employees build confidence, competence, and connection—not only from day one, but also in times of change. You'll see how interactive, participatory learning accelerates ramp-up, boosts engagement, and strengthens retention while Reinforcing culture and belonging at scale. Walk away with practical ideas and proven principles to design learning experiences that strengthen culture, accelerate capability, and build confident competence at every stage of the employee journey. 
 
Rick Embryo is the founder of Seppo, a Finnish gamification platform helping organizations Accelerate onboarding, training, and internal communication through interactive, game-based experiences. With a strong pedagogical background, he focuses on building confident competence through engaging and measurable learning. Mervi Pänkäläinen is the CEO of Seppo, bringing a business and leadership perspective to how learning, HR, and strategy connect, especially in times of change, supporting organizations in building capability, trust, and employer brand through Everyday work. 

Building Confident Competence Faster - From Gamified Onboarding to Continuous Learning

Founder & Chief Learning Officer at @ Seppo
Onboarding is one of the most powerful employer branding moments, where your promise becomes someone's lived experience. In today's rapidly changing work environment, however, onboarding is no longer just a day-one experience. Roles evolve, responsibilities shift, and new tools reshape how work gets done. 
 
In this conversational session, Riku Embryo, Founder of Seppo, together with CEO Mervi Pänkäläinen, share real-life success stories of gamified onboarding that help employees build confidence, competence, and connection—not only from day one, but also in times of change. You'll see how interactive, participatory learning accelerates ramp-up, boosts engagement, and strengthens retention while Reinforcing culture and belonging at scale. Walk away with practical ideas and proven principles to design learning experiences that strengthen culture, accelerate capability, and build confident competence at every stage of the employee journey. 
 
Rick Embryo is the founder of Seppo, a Finnish gamification platform helping organizations Accelerate onboarding, training, and internal communication through interactive, game-based experiences. With a strong pedagogical background, he focuses on building confident competence through engaging and measurable learning. Mervi Pänkäläinen is the CEO of Seppo, bringing a business and leadership perspective to how learning, HR, and strategy connect, especially in times of change, supporting organizations in building capability, trust, and employer brand through Everyday work. 

How to harness responsible AI as part of your EB strategy

Marketing Manager @ TalentAdore
Janne Malmisaari combines two worlds in his work: over four years of experience as a recruiter in the human resources industry and over five years of marketing expertise. He currently works in the marketing team of Finnish recruitment technology company, TalentAdore.

He believes that efficient processes, artificial intelligence, and a human-centric approach to recruitment can go hand in hand. In his speech, Janne shares concrete practices on how responsible artificial intelligence can be integrated into an EB strategy so that it serves both applicants, recruiters, and the employer brand.

The Power of Connection: Building a scalable, locally relevant global Employer Brand

Employer Brand Lead, Europe, Middle East, and Africa @ Hitachi Energy
In her keynote "The Power of Connection: Building a scalable, locally relevant global Employer Brand", Kerstin will share Hitachi Energy's journey of forming an internationally recognized Employer Brand shaped by authenticity, relevance, and distinctiveness.

Kerstin is a transformative leader within Employer Branding who combines creativity with business imperatives. At Hitachi Energy, she has built up the Europe, Middle East, and Africa (EMEA) team within the global Employer Branding function. Together with her team, she focuses on equipping Employer Brand Ambassadors with the Mindset and tools to authentically share their stories of what makes them #ProudToBeHitachiEnergy, runs large-scale paid recruitment marketing campaigns, and connects Hitachi Energy with Talent at relevant events.

Before joining Hitachi Energy, Kerstin led the Employer Brand delivery team at Universum in Singapore as well as the digital activation team for EMEA in Stockholm, and held several positions within Journalism and media prior.

Kerstin has lived and worked on four continents and has dedicated her free time to voluntary writing and editing work for the UNDP New York, UN Women West Africa, Women in Aerospace Europe, and FOJO Media Institute. At Hitachi Energy, Kerstin also leads the Rainbow ERG Chapter Sweden and engages in the Diverse Abilities ERG as Global Communications Chair.

Known for her creativity and enthusiasm to connect with people from all walks of life, Kerstin brings an empathetic, human, and encouraging style to her Employer Brand leadership.

Why was I chosen – or not chosen? This is how you answer the applicant's most important question

CEO @ Recright
When recruitment is built on evidence and clear evaluation criteria, decisions are not based on gut feelings but on facts.
Then the applicant can answer honestly and reasonably the most important question: why I was chosen – or why not.

Keskittymiskyky kilpailutekijänä

COO & Performance Psychologist @ Focus Tiger

Keskittymiskyky kilpailutekijänä – miten työskennellä keskittyneesti, motivoituneesti ja uupumatta aivoilla, jotka ovat edelleen savannilla?

Tiesitkö, että multitaskaaminen on aivoille yhtä haitallista kuin tupakointi keuhkoille? Tiesitkö, että keskittyminen on taito, jota tulee harjoitella? Miten ylläpitää aivojen suorituskykyä AI-aikakaudella, ja välttää AI-työkalujen riskit kognitiiviselle suorituskyvylle? Fokuskulttuurissa tuottavuus on korkeaa ja krooninen stressi vähäistä. Fokuskulttuurin rakentaminen vaatii tietoa, oikeita työkaluja ja toimeenpanokykyä. Puheenvuoro inspiroi, shokeeraa ja innostaa viemään konkreettisia, aivotutkimukseen pohjautuvia työkaluja arkeen, joiden avulla keskittymiskyky paranee ja krooninen stressi vähenee. Sillä ilman keskittymiskykyä ei ole tuottavaa ajatustyötä: keskittymisen taito varmistaa menestyksen.  

A future-proof organization – how to succeed in the future.

Nonfiction writer, entrepreneur and corporate culture expert
Panu Luukka, Finnish official #Culture Whisperer, is a successful non-fiction author, serial entrepreneur who has made an exit, former CEO of Great Place to Work® Institute Finland and a respected HR expert. Panu is known for his deep understanding of corporate culture and its impact on the success of companies, and his ability to articulate it in a way that speaks to all stakeholders.

Through his work experience, Panu has been involved in creating winning corporate cultures both as a member of the management team and board of directors and as a consultant, and has had the opportunity to peek into the leadership teams and backrooms of the best workplaces in Finland, Europe and the United States. These experiences have given Panu a clear view of what works and what doesn't in corporate cultures and leadership.

Panu has published two non-fiction books: Corporate Culture is King (2019, 4th edition) and Future-ready Organization (2024, 2nd edition), which have reached a wide readership and sparked widespread discussion about corporate culture and its significance.

In addition to his knowledge, Panu is known for his passion for building a better and more productive working life in Finland.

Artificial intelligence in recruitment – don't be left out of the development

Researcher @ Occupational Health Institute
EU-level regulation creates a new framework for the use of AI in recruitment, opening up opportunities for fairer and more transparent recruitment processes. At the same time, it promotes the responsible and full use of AI, aiming for a better applicant experience, smoother recruitment processes and fair assessment practices.

The discussion, based on the research work of the Fair Recruitment project, highlights observations on how strengthening AI literacy supports the diverse and appropriate use of AI in different stages of recruitment. At the same time, practical observations and recommendations are presented on the strategic and sustainable utilization of AI in a way that takes into account its opportunities and risks from the perspective of fairness and equality.

Matti Laukkarinen (Finnish Institute of Occupational Health) studies how algorithmic and artificial intelligence-based technologies shape organizational practices and the labor market. His research focuses on the impact of algorithmic (AI) systems on labor market matching and management practices. Through his research, Laukkarinen aims to promote meaningful and sustainable digital transformation that serves employees, organizations, and society.

Leading Through Turbulence: Solita's Path to Sustainable International Growth.

President & CEO @ Solita
Ossi Lindroos is the President & CEO of Solita, a European technology, data and design company known for driving large-scale digital transformation across industries. With a background in Industrial Engineering from Tampere University of Technology, Lindroos has built his career at Solita, rising through senior leadership roles to take the helm in 2021. He has been Instrumental in Guiding the company from a Finnish Consultancy into an international powerhouse, shaping its expansion strategy, strengthening its commercial operations, and deepening its focus on data-driven business change.

As a speaker, Lindroos brings a distinctive perspective that blends business leadership, technology strategy and organizational culture. He is known for advocating humane leadership, autonomy and sustainable growth, emphasizing that real transformation comes from long-term value creation rather than short-term gains. His talks explore how companies can scale responsibly, maintain a strong culture during rapid growth, and turn data and technology into meaningful, lasting impact for both people and business.

Maailmanjärjestys järkkyy – mistä toivoa ja rohkeutta työelämään?

Ajatteluttaja, yritysvalmentaja ja coach @ Tresentio Oy
Maailma on myllerryksessä, ja vaikutukset tuntuvat yrityksissä eri tavoin. Tulevaisuuden kannalta ratkaisevaa voi olla, valitaanko tietoisesti toiveikkuus ja rohkeus mennä eteenpäin.
Inhimillinen kapasiteetti on myös tekoälyn aikakaudella yrityksen tärkein pääoma. Onko johdolla kykyä herättää tämä potentiaali täyteen mittaansa? Entä pystyykö organisaatio lunastamaan työnantajamielikuvan luomat lupaukset arjen työssä? Mihin katse tulisi kääntää, jotta näköpiirissä olisi sekä liiketaloudellinen että työntekijäkokemukseen perustuva kestävä menestys?
Näiden kysymysten äärelle johdattaa pitkän linjan kokenut ajatteluttaja, yritysvalmentaja ja coach Soile Brushane.

Soile on valmentanut 20 vuoden ajan johtoryhmiä, esihenkilöitä, asiantuntijoita ja työyhteisöjä. Hänen työskentelytapaansa kuvaavat luottamus, uteliaisuus ja käytännönläheisyys: yhdessä etsitään konkreettisia, arkeen sovellettavia toimintatapoja uusiin ja haastaviin tilanteisiin.
Hänelle on tärkeää ymmärtää asiakkaan arvot, visio ja strategia, jotta valmennus aidosti tukee liiketoimintaa ja tuottaa arvoa osallistujille. Työssään Soile yhdistää kokemuksensa, teoreettisen ymmärryksen ja sopivan pilkkeen silmäkulmassa.

Miten varaudumme tekoälyn tuomaan työn muutokseen?

Head of Modern Work @ OP Pohjola
Karoliina työskentelee modernin työn ja teknologiamuutoksen ytimessä. Hänellä on pitkä kokemus konsultoinnista sekä modernin työn ratkaisujen ja työvälineiden kehittämisestä suurissa organisaatioissa. Karoliina on myös esiintynyt useissa modernin työn ja teknologian tapahtumissa, ja hänen osaamistaan on huomioitu kansainvälisesti alan yhteisöissä.

Beyond the Booth: How Boliden Transformed Employer Branding from Supportive to Central Strategy

Elin Spector is a dedicated Employer Branding professional with a passion for Transforming employer branding into a business-essential function.

With experience in developing tailored Employer Value Proposition guidelines, managing global campaigns, and driving inclusive Talent attraction strategies, Elin focuses on data-driven decision-making, stakeholder engagement, and fostering cross-functional collaboration to enhance organizational visibility.

Elin has previously held roles within employer branding and marketing at industrial brands like ABB and consumer brands like Microsoft and Swedbank, where she contributed to globally recognized branding campaigns and developed innovative Talent solutions. Known for her creativity, adaptability, and ability to work effectively in global environments, Elin is committed to making a positive impact through her work. She is not afraid to try new approaches and continuously seeks to improve employer branding strategies. Elin also challenges the Mindset of employer branding and business leaders, pushing for innovative solutions and strategic thinking.

Key EB trends for 2026

”Suomalainen EB viestintä on liikaa vielä peesaamista ja samojen asioiden toistamista mistä muutkin puhuvat. Tässä puheenvuorossa kuulet mitä suomalaisten EB kehittäjien tulisi poimia globaaleista trendeistä, ja miten niitä voi lokalisoida Suomeen. Kun työnantaja ymmärtää nykytilanteensa monipuolisen datan ja syvällisen analyysin kautta, voi hän rakentaa uskottavaa, houkuttelevaa, ja heidät muista työnantajista erottavaa työnantajakuvaa. Tähän tulisi jokaisen pyrkiä pärjätäkseen pian taas vaikeammaksi muuttuvassa rekrytointimarkkinassa.” 

Mika Sallinen on maailman johtavan Employer Branding -toimisto Universumin Global Head of Insights Sales ja pitkäaikainen Suomen maajohtaja. Hän on työskennellyt uransa aikana hyvin erilaisten suomalaisten ja kansainvälisten työnantajien kanssa, globaaleista pörssiyhtiöistä startuppeihin ja lakitoimistoihin, käyttäen dataa ja ymmärrystä heidän työnantajakuvansa systemaattiseen, johdonmukaiseen, ja kestävään kehittämiseen.

Measure the magic – make creativity your organization's competitive edge by understanding and leading it better

Susanna is the Co-founder of Yellow Method, a research-based platform that helps organizations measure and enhance creativity and innovation readiness. Yellow's AI-powered tool produces clear, quantified data and a short list of priorities leaders can act on. This makes creativity something you can manage and develop consistently, and makes progress easy to track.

Susanna leads Yellow Method's research initiatives, applying her doctoral work on creative thinking in expertise development. She is also a seasoned leadership consultant with 20 years of experience. In addition, as a former Olympic-level athlete, she has made a global impact through sports governance.

Magnet Awards finalists' speeches

The content of the morning session on the Magnet stage is very interesting, as it will feature presentations about their work from employers who have been shortlisted for the Magnet Employer Branding Awards. They will present their work and also share behind-the-scenes information about the progress of the project.

This year's special feature is that the EB Forum audience will be able to vote for the winner of one category based on the morning's presentations. The category will be announced well in advance, allowing those shortlisted to prepare their pitches with sufficient respect.

Voting will take place after the performances at the Magnet stand, which is located in the event area.

A Fireside chat on the journey that Saab has gone through in Employer Branding

Emil Adén is the Global Director of Employer Branding & Value Proposition at Saab and a well-recognized figure within HR, with extensive experience from organizations such as Nordea, Trafikverket, and Universum. Over the course of his career, he has held roles including Country Manager for Universum Sweden, Head of Employer Branding and Recruitment at Trafikverket, and Head of Employer Branding at Nordea.

With a Master's degree in Business Administration and Marketing, and a professional background spanning HR, marketing, and finance, Emil has developed deep expertise in employer branding and Talent acquisition. As a columnist, advisor, and sought-after speaker, he shares Insights on the future of work, recruitment, leadership, and Emerging trends—always with the aim of inspiring, challenging, and driving long-term change.

Voittajaksi osaajakilpailussa – miten houkutella ja sitouttaa kansainvälisiä osaajia?

Iris Lagerström on tuloskeskeinen ja kokenut henkilöstöhallinnon johtaja, jolla on yli 20 vuoden laaja-alainen kokemus sekä strategisesta että operatiivisesta HR:stä. Hän on työskennellyt urallaan muun muassa Fortune Global 500 -yrityksissä, julkishallinnon organisaatioissa ja ketterissä startupeissa, joissa hän on johtanut menestyksekkäästi vaativia HR-hankkeita monikulttuurisissa ja kansainvälisissä ympäristöissä. Tällä hetkellä hän johtaa Teknologian Tutkimuskeskus VTT:llä strategisen resursoinnin, palkitsemisen ja analytiikan aluetta.

Iriksellä on syvällinen ymmärrys henkilöstöhallinnon koko kentästä – aina HR-transformaatioista, strategisesta resursoinnista ja henkilöstön sitouttamisesta muutosjohtamiseen, palkitsemiseen ja analytiikkaan. Pitkäaikaisen rekrytointitaustansa ansiosta hän pystyy tarjoamaan käytännönläheisiä näkemyksiä siitä, miten organisaatiot voivat houkutella, sitouttaa ja pitää kiinni niin paikallisista kuin kansainvälisistä osaajista.

Espoo-tarina hyvän työyhteisön rakentajana.

Kai Mykkänen (s. 1979) on toiminut Espoon kaupunginjohtajana helmikuusta 2025 alkaen.
Sitä ennen hän toimi viimeiset kaksi vuotta ympäristö- ja ilmastoministerinä. Hän on aiemmin palvellut myös sisäministerinä sekä ulkomaankauppa- ja kehitysministerinä. Lisäksi hän toimi kansanedustajana vuosina 2015–2025.

Aiemmalla työurallaan Mykkänen on toiminut mm. yrityspankkitehtävissä ja strategiakonsulttina.
Mykkänen on koulutukseltaan valtiotieteiden maisteri ja ekonomisti. Hän aloitti poliittisen uransa Espoon nuorisovaltuuston puheenjohtajana vuosina 1997–1998 ja on sittemmin toiminut kaupunginvaltuustossa useissa rooleissa, muun muassa sen puheenjohtajana.

Managing corporate culture starts with strategy.

Executive Vice President, People and Culture @ YIT
Jennie is a values-based and business-driven leader who believes that success is created through people. She is a curious developer and passionate people and culture leader, constantly looking for new ways to connect strategy, culture and individual potential. Jennie's leadership style is authentic, committed and goal-oriented.

According to her, HR is not just a support function, but a strategic resource that builds a high-performance and prosperous organization in the long term. Jennie's experience covers HR, acquisitions and integrations, cultural changes, change management, and the development of a customer-oriented organizational structure.