Arek emerged from a background operator to a visible employer 

Thanks to successful communications and brand development, Arek has transformed from a background operator into a visible and respected employer. The company’s appeal among IT professionals and the trust of customer-owners have both increased tremendously. 

From behind the scenes: why it was time for Arek to become visible 

Arek is a limited company owned by its customers, responsible for building, maintaining and developing shared information system services for nine Finnish pension insurance companies. For many years, the company operated discreetly in the background, playing a crucial and societally significant role in ensuring the smooth running of pension systems. 

However, the silence had begun to weigh heavily. Arek’s employer image did not distinguish itself sufficiently from competitors to attract deep IT experts, such as developers, cybersecurity specialists and business architects. Additionally, Arek recognised that the value generated by its employer brand was not always visible enough to its customer-owners. The company saw raising its profile as essential, both for attracting new talent and for strengthening the trust of its customer-owners. 

Making meaningful work the cornerstone of the brand 

Collaboration with Netprofile was launched with a clear plan: a reputation strategy was developed as the foundation for Arek’s employer brand, and brought to life through consistent and carefully planned content and campaign production. 

Arek’s strengths as an employer were highlighted as the narrative cornerstones: meaningful work, a culture that promotes wellbeing at work, high employee satisfaction, and the company’s societal role in the technological development of the pension sector. These elements were used to build a coherent employer image that has successfully resonated with both potential employees and customer-owners. 

Measures included, among others: 

• Blog and article content showcasing Arek’s diverse group of experts and interesting development projects, offering future Arek employees the chance to work on meaningful initiatives. 

• Native advertising campaigns, ensuring the carefully produced blogs and articles reached wide audiences across national media outlets. 

• Systematising LinkedIn communications to ensure Arek’s own voice is regularly heard in the right channel. 

The result: a million-strong audience and renewed appeal 

The results have been visible quickly. Individual articles have attracted an average of more than 200,000 ad impressions, and by September 2025, the total audience for published content and campaigns had reached the million mark. On LinkedIn, impressions have increased more than sixfold, and website visitor numbers have more than tripled during 2024. 

The reputation strategy, developed as a cornerstone of the employer brand, proved effective – Arek has become a more visible and attractive player both among IT professionals and within the technological field of the pension sector. Recruits have positively highlighted Arek’s employer image, while the company has been able to tell its story credibly and consistently, in a way that also supports customer-owner trust. 

“Long-term communications partnership and support have brought us fantastic results. Arek has succeeded in raising its brand and employer image to be more recognisable, and we are perceived as an attractive employer and a reliable partner for our clients. New recruits have positively highlighted our employer image.” 

Riikka Vepsäläinen, Communications Manager, Arek Oy