Toward the Next Level of Reputation Research

Following the acquisition, T-Media is focusing even more strongly 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 sustainable partnerships and creating new business opportunities for the company. The latest milestone 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 brand and talent acquisition campaigns, has been growing, profitable, and impactful. However, this talent acquisition work is heavily dependent on both expertise and 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 the reach of our engagement initiatives to a new 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, this decision feels very bittersweet, but at the same time, it feels absolutely 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 even wider audiences and have access to better development resources.

Anne-Mari Rajala, the executive producer of the team that’s moving on, asked with a twinkle in her eye if she had so many ideas that we wanted to get rid of her altogether. Our Head of Development, Riku Ruokolahti, pointed out 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 best possible partner for our outreach and youth projects, 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 clarify the business operations that will remain with T-Media. Going forward, our efforts will focus anseende , data analytics, and consulting.

Our flagship product remains Reputation&Trust, which is T-Media’s largest business area and, at the same time, the market leader in reputation research in Finland. Yet this is still just the tip of the iceberg when it comes to our expertise. As a result of the corporate restructuring, we are able to move more swiftly and have sufficient resources to develop the model and take it global.

“The reputation management business does not require the same kinds of channels as attraction marketing; rather, it requires extremely strong expertise. Twenty world-class experts continue to work in the fields of reputation analytics and consulting. In this area, we—as owners and employees—still have a lot to offer.”

Harri Leinikka
CEO
T-Media Oy