The crisis in Ukraine turned a CEO into a helper: “We are truly facing something greater than ourselves.”

It’s wartime in Karelia. A farmer’s wife fixes her gaze on a black car approaching the field, a visit everyone fears. Don’t turn this way, she prays silently, but the car does. The woman receives the news that her husband has fallen at the front.

Elsewhere, a 17-year-old girl drives cattle to safety, hearing the hum of bombers, a sound she would never forget. When Russia attacked Ukraine, Anu Ahokas, CEO of the StaffPoint Group, remembered the stories of her own relatives and decided she had to act, and to inspire others to do the same.

Distance between people is not defined by time or place, but by the ability to empathise. Finns can easily relate to the situation of Ukrainians, our recent history has not been forgotten. Anu Ahokas is among those who grew up hearing their grandparents’ stories about the horrors of the Winter and Continuation Wars. These stories have instilled in her a deep emotional connection to Finland and Finnish identity. When the crisis in Ukraine escalated, Anu felt a strong urge to help.

“My grandmother was that girl protecting her cattle, and my stepfather’s family, he himself served as a sniper on the frontlines, received the tragic message delivered by the black car. Many of my friends had already been helping Ukrainians in concrete ways, such as organising bus transports,” Anu shares.

From Words to Action

Anu began to think about what could actually be done. StaffPoint made a donation to UNICEF and ceased providing services to Russian-owned companies. Next, she decided to focus on what StaffPoint does best, recruitment and employment services.

This marked the beginning of the Työstä turvaa (“Security Through Work”) project, which offers companies a pathway to employ both Ukrainians fleeing the war and other refugees holding valid work permits. The project unites companies to support people in their temporary settlement and integration into Finnish working life.

The initiative launched with partners including HOK-Elanto, Lapland Hotels, Kruunu Herkku, L&T, Compass Group, Manna Group, Fazer, Pihla Group, Posti, Konepajakoulu, Scandic, Bestseller, Valmet, Attendo, Elisa, Kesko, NoHo, and Skanska. Today, more than 70 companies and over 1,100 jobseekers are involved.

The Työstä turvaa project is open to all companies, which can participate by offering job opportunities through the platform at staffpoint.fi/tyostaturvaa. Jobseekers can register their details via talentpoint.fi.

“The companies I contacted were immediately ready to join. Then I realised we could go even further. I reached out to the Confederation of Finnish Industries (EK), which was enthusiastic about the idea, and that gave the project even more momentum,” Anu explains.

Moving Forward with the female power

Since most Ukrainian men have stayed behind to defend their homeland, Finland’s reception centres and host families have primarily welcomed women, children, and the elderly. The situation is exceptional not only because of the ongoing war, but also due to the high professional competence and education levels of many Ukrainians arriving in Finland.

This is not merely a temporary phenomenon, many hope to stay in Finland permanently and start a new life with their families. Reception centres are doing everything they can to support them, but the conditions are often challenging.

“These people want to rebuild their lives, get their routines back, and see their children in daycare or school. They are not only mothers but also active jobseekers, many with degrees from universities or universities of applied sciences. I feel this project is a shared cause for responsible employers and for women across Europe,” says Anu Ahokas.

Challenges Are Meant to Be Overcome

The Työstä turvaa project has faced its share of challenges. Many applicants do not speak English, which can complicate the hiring process. In addition, news from home can impact both their emotional well-being and work ability.

“Ukrainians have shown incredible enthusiasm to take on the jobs that are available to them under these circumstances. We continuously develop new ways to help their skills shine within Finnish companies,” Anu explains.

To support integration, the project employs recruiters who speak English, Ukrainian, and Russian, and interpreters assist when needed. Extra focus is placed on successful onboarding and occupational safety.

One particularly effective approach has been pair work, where a supervisor who speaks both English and Ukrainian or Russian supports the new employee. Participants are also offered Finnish and English language lessons alongside their work, ensuring smoother integration into Finnish society. “I am deeply grateful to every company that has joined us in helping Ukrainians find employment and in making Finnish working life more international. The time to act is now,” Anu encourages.

From Jobseeker to Recruiter – Olena’s Story

Olena Feloniuk, who fled Ukraine with her child, travelled to Finland via Poland in a delivery van. Upon arriving at the Port of Helsinki, she met Jenny von Knorring, Head of International Operations at StaffPoint. Jenny helped them settle and even hosted another Ukrainian family in her home.

The encounter stirred a personal memory for Jenny, her great-grandfather had narrowly escaped a mass grave in Ukraine during World War I, saved by a young Ukrainian soldier who carried him to his mother’s home. The woman nursed him back to health with traditional herbs before he was captured and exiled to Siberia. Eventually, he walked all the way back home to Slovakia.

“These stories must be told because they teach empathy. I am here today because over a hundred years ago, a Ukrainian family saved my great-grandfather. Now it’s our turn to help, because with freedom comes responsibility,” Jenny says.

Deep Connection, Good Life

Olena’s family was among the first Ukrainians to arrive in Finland after the invasion began. She and Jenny quickly became close friends. A former accountant, Olena found new purpose through the Työstä turvaa project, she now works as a recruiter, helping others find employment. With Jenny’s and Anu’s support, she secured housing and a school for her child. “Finns and Ukrainians are united not only by our shared history as Russia’s neighbours, but also by kindness and a strong work ethic. The only thing separating us is language,” Olena reflects.

Jenny was equally moved by Olena’s determination: “When we met, she already spoke a few words of Finnish, and I was touched. Now we challenge each other daily to learn each other’s languages. She’s an exemplary employee,” Jenny smiles.

Olena’s gratitude is unmistakable: “Starting a new job was nerve-wracking. Everything happened so fast in a foreign country, but everything went well. I have a good life now — a home, friends, and my child is in school. I am thankful,” she says.

Originally published on 7 June 2022.