WCS People Profile & Nrep’s Jannica Aalto: Shaping a Sustainable Future with Passion and Dedication
Meet Jannica, the driven and inspiring Head of Communications and Public Affairs at Nrep Finland. Her journey from a small town to leading the communication of a multinational firm in Finland, is a vivid illustration of the power of self-belief and individuality in forging a successful career path. Jannica’s passion for societal change and sustainable development, merged with her dynamic presence and approachable character, shapes a career narrative that is remarkable in its achievements.
Charting a Path beyond the Familiar
In the confines of her small-town upbringing, Jannica’s vision of career possibilities, especially for women, was notably narrow. During her childhood, she gravitated towards the idea of becoming a teacher, a path that seemed to align naturally with her social nature and fondness for children. Yet, as her teenage years unfolded, her interest in geography grew, reshaping her aspirations towards becoming a geography teacher. A summer internship at an economic research company further broadened her horizons, introducing her to economic geography.
"I really enjoyed geography in high school and initially thought about becoming a geography teacher. But then, a summer internship at an economic research firm changed my perspective. It made me realize that I wanted to blend the business aspect with geography in my academic pursuits."
Her high school years also marked the beginning of her commitment to societal contributions. Active in student organizations, she found joy in contributing to the community’s welfare.
〝I have always had a passion for organizing enjoyable and communal activities for larger groups. As I've grown, this passion has evolved into a commitment to driving societal change.〞
Undaunted by her high school’s skepticism about students attending university, she started her Urban Geography studies at the University of Helsinki in 2007, taking a significant step towards her future career.
As she began shaping her academic journey, Jannica initially aimed to delve into economic geography, a field that spanned professorship across three universities. However, a temporary break in that program led her to explore diverse subjects beyond geography. Venturing into areas like Asian Studies, Sociology, and crossing into the business domain with Marketing and Economics, Jannica discovered the richness of interdisciplinary learning.
"One of the most valuable pieces of advice I received in university came from a professor. He emphasized the importance of focusing on what you genuinely like because that's where your strengths lie. If you follow others' suggestions or do what you think you should do without true interest, you might not fully immerse yourself. It won't evolve into a passion that drives your development. Be brave and pursue what you truly want."
Balancing Motherhood and Career Aspirations
A significant moment in Jannica's life occurred after obtaining her bachelor's degree in Urban Geography: she became a mother to two children. This prompted a moment of reflection and consideration that many women encounter at some point — the challenge of balancing a successful career with motherhood.
"I recall being concerned about how motherhood would impact me and my aspirations. Having a child introduces its own form of time management and task prioritization. If you're honest with yourself, you can establish boundaries to align with your goals. I've always aimed to maintain my health and vitality, and I set boundaries to uphold that."
Throughout her master’s degree, Jannica was actively involved in the Student Union of the University of Helsinki. Initially stepping in as a board member, she later assumed the role of secretary general. Balancing the responsibilities of this position, the commitment to her master’s thesis, and the care of her two small children, proved both hectic and enlightening.
〝If you recognize that it’s a temporary phase and holds value for you, you can tough it out for a brief period. However, if you consistently undermine yourself, you’ll struggle to advocate for reasonable working conditions in your future roles. Understanding your worth and acknowledging the significance of your work is crucial.〞
After completing her university studies, Jannica embarked on her professional journey at Ylva, real estate asset management company. Over the course of three years at Ylva, she navigated responsibilities in public affairs, marketing, and communications, and acted as the member of the executive board as Communications Director. During this time, she also completed an MBA at Aalto University Executive Education and Professional Development.
These years not only shaped Jannica’s early career but also empowered her to overcome challenges and confront professional fears. The work environments she experienced played an important role, providing a supportive culture that prioritizes professional development through a rich feedback system.
“I've been fortunate to work in environments that foster an open feedback culture. My initial fear of not being good enough significantly decreased through continuous feedback. This process not only boosted my confidence early in my career but also allowed me to identify and address my strengths and weaknesses effectively.”
Shaping Sustainable Futures
During her time at Ylva, Jannica played a role in a strategic shift towards sustainability, leading the communication of this important transformation. Not only did this increase her influence within the company but it also deepened her own expertise and passion in sustainable development. When Nrep sought her out in 2021, it was Jannica's distinct profile, especially her strong urban relations, that made her stand out—a rare and valuable asset in the field.
“When Nrep first approached me, my knowledge of the company was quite limited. However, I've always believed in seizing every opportunity, especially interviews. They're not just about securing a position; they're invaluable learning experiences.”
Jannica was very satisfied in her current position, setting a high bar for any potential shift in her career. Drawing from past experiences, she was determined to maintain a healthy balance between her work and personal life, firmly believing in the importance of enjoying both without the strain of excessive work hours. It was also crucial for her to work for a company that shared her values, both in terms of its culture and its stance on global warming.
“I had firm priorities in mind. If tackling climate change isn't a top priority for your company, then it's simply not the right fit for me. However, I was reassured that environmental concerns were indeed a central focus. The prospect of being part of a smaller, dynamic firm, coupled with a positive feeling about the entire recruitment process, ultimately led me to make the decision to join the team.”
In 2021, Jannica embarked on her journey with Nrep, where she now leads social media, communications, and public relations, covering both Nrep and Velo’s operations in Finland. Her role is crucial in assisting cities and municipalities to navigate their sustainable development challenges, pinpointing their specific needs, and developing strategies for Nrep to provide impactful solutions.
”My passion for my work, particularly the sustainability aspect makes my job even more enjoyable. I find myself absorbed for hours in reports about carbon emissions – it's fascinating to me. The blend of business and societal impact is what I enjoy most. Being part of a company that is genuinely committed to making a positive impact in the world feels fulfilling.”
Aligning Personal Values with Professional Success
In her free time, Jannica loves to attend family gatherings and spend time enjoying the outdoors.
For Jannica, success isn't about climbing the corporate ladder or accumulating impressive job titles. Instead, she measures her achievements by aligning with a company that resonates with her personal values, excelling in her role backed by positive feedback, and having a sense of continual career progression. She emphasizes the importance of internships in one's early years, advocating for the exploration of various teams and roles within the organization during these experiences. This approach, she believes, broadens one's perspective and reveals a wider range of career possibilities.
”At the start of my career, I eagerly seized every new job opportunity that came my way. Now, I approach things more thoughtfully. I've realized that jumping into a new role solely for a higher salary isn't always the best move. It's important to consider that companies offering higher pay don't always align with a positive work culture or share my values.”
One key piece of advice she offers to young women at the start of their careers is to have transparent discussions with their peers and actively seek out mentoring opportunities.
〝In my mid-twenties, my female friends and I were quite open with each other about job applications and salaries. We'd review each other's applications and discuss our expected salaries. I highly recommend this level of openness in your own circle, as it benefits not only your personal career growth but also supports your friends' professional development.〞
In addition to her professional achievements, Jannica’s success can also be attributed to her understanding of broader industry trends and changes, complemented by her social and networking skills.
“Companies largely operate around people, which is why soft skills are of the utmost importance. Effective communication, the skill of giving and receiving constructive feedback, and the ability to identify team dynamics are crucial. I also firmly believe in the strength of a diverse team. Striking a balance between the more outspoken and dynamic members and those who are analytical and composed is key to fostering an effective team."
Her final advice for young professionals aspiring for similar roles is to be active and network.
“For young professionals aiming for roles in communications, public affairs, influencing, or sustainability, my final piece of advice is to actively engage and network. I encourage you to attend even those events that might seem unnecessary. These are opportunities to meet new people who could open doors for you. Remember, it's crucial to be courageous and step out of your comfort zone!”
