"We want to interact with our stakeholders, tell them about our own operations, and better understand their needs and viewpoints. It's important to us that we're an open and good neighbour to the local people," says Henri Berg, Communications Manager of Äänekoski mills.
According to Suvi Kallioinen, Communications Planner for the City of Äänekoski, cooperation between the city and Metsä Group is smooth and constructive.
"We have been able to negotiate all issues in a solution-oriented manner. Metsä Group brings work to Äänekoski and thus well-being and vitality. The benefit to the city has been invaluable. We have gained a lot of jobs, tax revenue and also visibility at national level. Thanks to Metsä, Äänekoski is the driving force behind the economy of the whole of Central Finland."
The history of Metsä and the city of Äänekoski goes back 125 years. The first cardboard machine started in Äänekoski in 1899.
"The city has always been positive towards large-scale industry, and Metsä's responsibility in both social and environmental matters has been exemplary. Trust on both sides has been built up over the long term and the journey together has been a long one locally. Our cooperation is largely based on trust and respect. The city of Äänekoski is growing thanks to the company and together with it," says Kallioinen.
What does stakeholder engagement mean in practice?
Practical examples of regional stakeholder work include cooperation with educational institutions such as the Vocational College of Northern Central Finland POKE and Jyväskylä University of Applied Sciences, a traffic safety campaign in Äänekoski primary schools in autumn, sponsorship of local children's leisure activities, an open day at the mill area every few years, public visits to the mill area visitor centre Pro Nemus, media events and meetings with local decision-makers.
Metsä Group also strives to actively participate in events related to its industry, such as forestry fairs and career and recruitment events.
"We also participate in other local events to be close to the general public. We also work closely with other companies in the mill area," says Berg.
By cooperating with educational institutions, Metsä Group wants to be involved in developing the work-life orientation of studies and contribute to the fact that the employer and the educational institution do not live in different worlds. Cooperation with educational institutions is systematic. In practice, this means active interaction between the employer and the educational institutions, presentations by Metsä at the educational institutions, guest lectures, work experience days and internships for students. Metsä Fibre also distributes annual Metsä scholarships to students from schools and educational institutions in the region.
"Maybe that first summer job"
In the summer of 2024, Metsä Group offered summer jobs at its Äänekoski and Suolahti mills to more than 100 young people aged 18 and over. The summer workers are students from various educational institutions. They come from universities of applied sciences, vocational colleges and universities. In addition, twenty young people aged between 16 and 17 completed a two-week "Get to know the world of work and earn a living" traineeship. The tasks of the "Get to know the world and earn" traineeship include cleaning and maintenance work on the outside of factories and the upkeep of green areas.
"We want to give young people in the region the opportunity to learn workplace skills and gain work experience. The Get to know the world of work and earn money traineeship could well be that first summer job. Of course, at the same time we are trying to raise young people's interest in forestry professions," says Anu Nikkilä, Human Resources Manager at Metsä Fibre's bioproduct mill.
In addition to summer workers and interns, Metsä Group's Äänekoski and Suolahti mills have a large number of apprentices from various educational institutions every year.
Pro Nemus makes the potential of northern wood and the forest industry more concrete
Various groups visit the mill area throughout the year. In addition to visits to schools and educational institutions in the area, Metsä Group organises guided visits to Pro Nemus, open to all, in cooperation with the city of Äänekoski. Anyone who is interested can sign up for free visits to learn about the opportunities offered by northern wood and the forest industry. Clubs, associations or other larger groups can book their own tailor-made visit.
Pro Nemus is also regularly visited by national and international media, business leaders and policy makers. These visits are often accompanied by a bus tour of the mill area and a visit to one of the factories. In May 2024, members of parliament from Central Finland, the head of the region and the Director General of the Central Finland Regional Development Centre visited the Kuura textile fibre pilot plant.
"For me, this is the first visit to the Äänekoski factories. It's exciting to see what kind of place it is. It's only here on the spot that you get an idea of how diverse and big the whole area is, just by its size," said Jani Kokko, first-term Member of the Finnish Parliament.
Sinuhe Wallinheimo, who has been a Member of the Finnish Parliament since 2011, said that this was his fifth visit to Metsä Group's Äänekoski factories.
"I first visited in the early 2010s, so I have been able to see the development of the area and what is being developed around the bioproduct mill. The focus here is on growth, and you can see that growth here in a tangible way. New projects seem to be coming up all the time. Metsä Group is important for Central Finland and for Finland as a whole. This day has given me a very good feeling, and all the representatives will leave here with a smile on their faces."
It's important for Metsä Group that the political decision-makers in the region have up-to-date information about Metsä Group's operations.
"We want to serve decision-makers so that they can make decisions based on up-to-date information. We work in open and active cooperation with all political parties, public administration, organisations and the media," says Riku Cavadas Kaipainen, Metsä Group's Vice President, Corporate Affairs, Nordics.
Henri Berg