Role of personal branding in getting hired in Finland with Tamara Verenich
When Tamara first arrived in Finland from St. Petersburg in 2020, she didn’t plan to stay. The move was supposed to be temporary — a one-year volunteering project through the EU Solidarity Corps. She had no network, no LinkedIn profile, and no idea how the Finnish job market worked. Five years later, she’s not only settled but has become a passionate advocate for personal branding and networking as essential tools for professional success in Finland.
This episode is also available on Spotify.
Here are the key takeaways from the conversation. 👇
From Volunteer to Professional: A Lesson in Adaptation
Tamara’s first experience in Finland was through a sustainability-focused organization. What started as a volunteering opportunity quickly turned into a path of self-discovery. When the project ended, she faced an uncertain future. The pandemic had shaken the job market, and with no local experience, Tamara found herself starting from scratch.
Instead of waiting for opportunities, she decided to create them. She joined Finnish language courses, enrolled at Haaga-Helia University of Applied Sciences, and began attending local entrepreneurship events. It was there that she found her first real connection — and eventually, her first job — through the student-led organization Xes Helsinki, where she became Head of Events.
Her story underscores a key truth: integration begins offline. In a digital era, Tamara found her footing not behind a screen, but in classrooms and event halls.
The Power of Visibility
When Tamara discovered LinkedIn, it became her launchpad.
“I didn’t even know LinkedIn existed,” she admits. “It was banned in my home country. But once I understood what it could do, it changed everything.”
Through consistent posting, event participation, and authentic storytelling, she began to build a professional presence. Her visibility led to new connections, opportunities, and ultimately, a job at KONE via Academic Work — a role she landed through her growing network and personal brand.
Tamara emphasizes that personal branding is not about self-promotion — it’s about reputation.
“Your personal brand is what people say about you when you’re not in the room. Even if you don’t post online, you already have one.”
Finland’s “Village Effect”
One of Tamara’s most insightful observations is what she calls Finland’s village effect.
With a population of just over five million, professional circles are tight-knit. Word travels fast. As she explains, “Everyone knows someone who knows someone. That’s why your reputation — online and offline — matters more than anywhere else.”
For her, personal branding is not a luxury but a necessity. It determines whether you’ll be remembered when an opportunity arises.
Practical Advice for Job Seekers
Tamara’s insights extend beyond philosophy into clear, actionable advice:
- Be visible — online and offline. Attend events regularly and start small with consistent LinkedIn activity.
- Tell your story. Share not just achievements but lessons and failures; authenticity builds trust.
- Understand your audience. Know who you want to reach — employers, peers, or clients — and tailor your message accordingly.
- Be generous. Don’t reach out to people only to ask for favors. Offer something in return — a perspective, a recommendation, or simply genuine engagement.
- Keep learning. Language, culture, and professional norms take time to absorb. Persistence pays off.
The Human Element of Professional Growth
When asked about the balance between personal and professional posts, Tamara’s answer is simple: “People connect with people, not brands.” Her most engaging content isn’t about business metrics — it’s about human experiences, resilience, and the emotional side of professional life.
For Tamara, personal branding is less about creating a polished image and more about showing up consistently as yourself.
A Realistic Optimism
Her closing message is both practical and hopeful: success in Finland’s job market requires effort, patience, and self-awareness.
“There’s no single path to success. You build your way forward as you walk it.”
Tamara’s journey is a reminder that even in a small, competitive market, courage, consistency, and curiosity can open unexpected doors.
Key Takeaway:
Personal branding is not a strategy reserved for influencers or executives. It’s a mindset — one that transforms uncertainty into opportunity, and newcomers into leaders.
Tamara Verenich is an experienced communications and change management professional. Alongside her work, she mentors international talent in Finland and abroad, focusing on personal branding, LinkedIn growth, and public speaking.
Tamara moved to Finland 5 years ago, starting from scratch without family or friends. It has been a long journey of learning, adapting, and rebuilding her life and career. Today, she works at KONE and is a recognized voice on Finnish LinkedIn, sharing insights on how personal branding can support career growth.
She believes that in Finland, finding a job isn’t just about hard skills - networking and visibility are often more important for getting hired. That’s why she mentors international professionals, helping them grow their personal brand on LinkedIn.