Toward the Next Level of Reputation Research

Following the acquisition, T-Media is stepping up its focus on developing Reputation&Trust and providing reputation consulting, writes Harri Leinikka, CEO of T-Media.

“Over the course of T-Media’s 20-year journey, I have faced numerous decisions that have served as the foundation for building lasting partnerships and creating new business opportunities for the company. The latest turning point in our company’s history is the sale of our employer branding services to Oikotie, a member of the Sanoma Group.”

Our business unit, which focuses on building employer brands and recruitment campaigns, has been growing, profitable, and impactful. However, this recruitment work relies heavily on both expertise and the right channels. Impactful messages must also reach their intended audience.

We had reached a stage of growth where, as the company’s owners, we could not take our flagship projects to the next level without significant additional investment. The best results are achieved when the best channels and the best expertise come together. It is precisely this combination that has been achieved through the recent corporate restructuring with Sanoma.

As a result of a corporate restructuring, one-third of our team moved to a new workplace today. As a manager, the decision feels very bittersweet, but at the same time completely right: working for the market leader in the recruitment industry opens up exciting new opportunities for our employees to develop their skills, while our campaigns will reach wider audiences and have access to better development resources.

Anne-Mari Rajala, the executive producer of the team being transferred, asked with a twinkle in her eye if she had so many ideas that we wanted to get rid of her entirely. Our Head of Development, Riku Ruokolahti, noted that quite the opposite was true: we were looking for a partner with the resources to carry out new employer branding projects.

With this new partnership, customers are also winners. Oikotie is the ideal partner for our outreach and youth initiatives, such as the Responsible Summer Job campaign. This growing campaign is driving the development of the Finnish workforce and taking the summer job culture to a new level.

The acquisition will also streamline the business operations remaining within T-Media. Going forward, our focus will be on reputation research, data analytics, and consulting.

Our flagship product remains Reputation&Trust, which is T-Media’s largest business area and the market leader in reputation research in Finland. Yet it is still just a glimpse of our full range of expertise. As a result of the corporate restructuring, we are able to move more swiftly and have sufficient resources to develop the model and expand it internationally.

“The reputation management business does not require the same channels as attraction marketing, but rather extremely strong expertise. We continue to have 20 world-class experts working in reputation analytics and consulting. In this area, we—both as owners and employees—still have a lot to offer.”

Harri Leinikka
CEO
T-Media Oy