The tiny Baltic country of Estonia might be the world’s most digitally advanced society, but the size of it’s decreasing population of 1.3 million causes certain problems.
There simply aren’t enough homegrown ICT specialists to keep e-Estonia running, meaning that there’s a desperate need to employ overseas experts.
This is an issue that the Work in Estonia initiative is trying to address by introducing Estonia as an attractive working destination to potential, talented, would-be employees worldwide.
We decided to look to our neighbor Finland - a country that’s home to some of the best-known ICT experts. Although Finns don’t necessarily consider Estonia as a place to work, they do like to visit Estonia.
2,4 million Finnish tourists visit Estonia every year. That means a lot of Finns are constantly searching for rooms to rent in Estonia, but mostly for 1 night only.
We knew young, tech-savvy ICT workers prefer to book rooms on Airbnb rather than some traditional sites. This gave us an idea…
We wanted Finns to stay longer and come work in Estonia.
In true guerrilla-spirit, we aimed to maximize the effect of the minimal budget of just 1200€.
We saw it as a great opportunity to reach a much bigger audience than the actual number of people browsing Airbnb listings by getting the media to pick it up and spread our message for us.
„Book a job” on Airbnb was an instant success and was picked up by multiple Finnish print and online newspapers.
The total value of
earned media was
the main business
newspaper in Finland
the second biggest tabloid
and online media site in Finland
As a result, we reached our main
target audience and more than
making them see Estonia as an interesting and innovative country to work in.
So next time you’re visiting Estonia, why not stay longer and come work in Estonia!