How do I build a network in Finland and find referrals?

This blog post is part of a Q&A session hosted by Lidiia Salo, a career coach in Finland. To see the other questions that were asked and answered, and to watch the video recording, click here.

Question

Okay, so I have a question about strategy and the networking aspect of job searching.

My background is that I'm an AI engineer with in-demand technical skills. I also have degrees from Sweden and Finland, as well as some work experience in Sweden, an internship, and my master's thesis.

I'm currently looking for a job in Finland. Although I do find positions on LinkedIn, some of the senior students from my program who are already working here told me that most jobs are filled through networks. The positions are advertised, but they're usually filled through referrals.

So, how do I get those referrals?

I have a small network here because I studied mostly in Sweden, so I wasn't in Finland for the whole time. How do I build a network here and find referrals?

I've been to a few career events, but the companies mainly come there to advertise their vacancies. They don't seem to be looking for talent on the spot. What can I do to stand out?

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Answer

You're absolutely right. YTK published a survey this year showing that 68% of people in Finland get hired through networking and personal connections.

It's also important to understand that YTK has mostly Finnish members, and quite often the people who get hired are those who are already trusted.

Finland is a trust-based country. When I teach my Finnish Working Culture workshop, I spend a lot of time explaining what trust in Finland really means.

This is the biggest question: How do you develop trust with people?

If I were you, I would make it my mission to get to know as many AI engineers, especially international AI engineers living in Finland, as possible.

Referrals here are usually not given to people you don't know.

Let me put it this way. At least once a week, people write to me saying:

"Hi, I'm an AI engineer. Do you have a job for me?"

If you're working in a Finnish company, you might receive messages like this every single day.

Most people don't answer, not because they don't want to help, but because they don't know the person.

In Finland, everyone eventually knows everyone within their professional field. After a few years in your area of expertise, you'll know many people working in the same industry.

Now imagine referring someone you don't know. You trust them enough to recommend them, but they behave unprofessionally or cause problems after being hired.

Who gets blamed?

You do.

Your reputation and your professional brand are affected as well.

So the real question becomes:

How do you build relationships with AI engineers in Finland?

You mentioned attending events. If I understood correctly, you're approaching them from the perspective of meeting companies and asking about jobs.

But networking in Finland is a bit different.

Networking is about building long-term, meaningful relationships with professionals in your field. It is not about asking for a job.

In my group coaching sessions, we even do role-playing exercises where participants practise networking conversations.

Interestingly, the person playing the professional often says afterwards:

"I felt like this person was only using me."

That is exactly what you want to avoid.

The goal is to build genuine, long-term relationships so that people naturally trust you. Eventually, they may even offer to refer you themselves.