Annie’s Helsinki: A city of endless opportunities for being a role model
Representation is deeply important to Annie Virtanen because in today’s global world, seeing people who look like you can be both inspiring and empowering. She has often found herself in spaces where she was the only woman of color, and in those moments, people have told her that they felt encouraged by her presence. That alone has shown her how meaningful representation can be.
Senior Talent Acquisition Coordinator Annie shares how Helsinki continues to empower her. Representation is not just about her own journey, but about inspiring others—her children, colleagues, and anyone who sees her story—to believe in what’s possible.
A Place To Call Home. Koti.
A desire for connection
Photographer and Senior Talent Acquisition Coordinator Annie Virtanen shares how Helsinki continues to inspire and enable her growth journey. Annie was first drawn to social media out of curiosity, wanting to connect with people. When she later moved to Finland, it became not only a way to stay close to family and friends, but also a valuable tool for finding opportunities. Photography grew from something deeply personal—having very few childhood photos of herself, she felt a strong need to capture and preserve moments through the camera lens.
What began as a personal practice of documenting my own life naturally evolved into creating content online. Over time, it became more than just sharing my journey—it became a way to connect with others, inspire, and grow professionally.
-Annie
On a personal level, as an immigrant mom raising kids in Finland, Annie feel a strong responsibility to be a role model to her boys. She wants them to grow up seeing that it’s possible to build a meaningful career, even in spaces where you might not see many people like you. When they visit her at work and experience a multicultural, innovative environment, it sparks their imagination and helps them see that their own creative paths—especially in tech—are open and achievable.
Main character energy
There’s a saying, “You are the main character of your story,” and that resonates deeply with Annie when it comes to creativity and storytelling. Annie believes she is the one writing the script of her life, and that shapes what she chooses to share with the world.
In a time when social media often portrays perfection, she sees authenticity as the heart of meaningful storytelling. For Annie, it’s about sharing real moments while also protecting what’s most private and sacred in her life—like my family. That’s why Annie often focuses on sharing images of herself and her journey, balancing openness with boundaries.
This philosophy guides how she lives and works: by embracing authenticity, staying true to her values, and telling stories that reflect both who Annie is and what she believes in.
Being in Helsinki, Finland has taught me the importance of balance. The parenting culture emphasizes independence, trust, and time outdoors, which has shaped how I raise my children. Professionally, that same culture of balance allows me to bring my best self to work—focused, creative, and grounded. Helsinki makes it possible for me to grow in my career without sacrificing the joy of everyday family life.
-Annie
When she first came to Finland, Annie was amazed by how seamlessly nature and city life blend together. That balance reflects how she chooses to live and work. She often finds herself working from coffee corners, libraries, or even island-hopping with colleagues to brainstorm outside of traditional meeting rooms.
Annie values the vibrancy and opportunities of the city, but she also makes space for stillness, reflection, and time outdoors. It keeps her grounded as a person, creative in her work, and present as a parent. For Annie, Helsinki has that perfect mix of energy and peace—and she tries to mirror that balance actually.
Innovation and responsibility go hand in hand
Prior to working in tech, Annie’s background was in sustainable tourism and destination marketing, so responsible marketing and sustainability are values that are very close to her heart. She has seen firsthand how the stories we tell about places and products can influence behavior, shape perceptions, and either support or harm communities and the environment. That experience continues to guide her career choices—she looks for projects and organizations that align with a bigger purpose, whether that’s highlighting diverse voices, supporting inclusive communities, or working with companies that take sustainability seriously.
For instance, she has always admired how companies have integrated sustainability into their brand, proving that innovation and responsibility can go hand in hand. Those are the kinds of values she wants to champion in her work as well.
Encounters with Helsinkians
There have been so many special encounters with locals, but one that Annie always thinks about happened at the Market Square. She met a gentleman who had traveled all the way from central Finland to sell his handicrafts. He told her how his father had taught him the craft, and now he was teaching it to the next generation. It warmed Annie’s heart to see how traditions are carried on, not just as a livelihood, but as a way of keeping culture and family connections alive. Those kinds of moments stay with her—they remind Annie how meaningful it is when stories and skills are passed down, and how much they shape the spirit of a place.
It warms my heart to see how traditions are carried on in Helsinki, not just as a livelihood, but as a way of keeping culture and family connections alive.
-Annie
One of the greatest challenges for Annie has been learning to separate her creative work from the personal life and finding that balance. Creative work can be so consuming—it’s easy to let it spill into every part of your day. Another challenge is dealing with comparison. In a world where somany people are creating incredible work, it’s tempting to measure yourself against others. But she has learned that comparison is really the thief of joy. The key has been staying true to herself, trusting her own voice, and remembering why she started creating in the first place. That perspective has taught Annie a lot about resilience and she says: “it’s about grounding yourself in your own values and continuing forward even when doubts creep in”.
Creativity is connected to lifestyle
According to Annie, the more you allow yourself to rest, to explore, to be present with people and places, the richer your creativity becomes.
The most meaningful lesson I share is that true balance comes from remembering that your creativity is deeply connected to how you live your life. The more you allow yourself to rest, to explore, to be present with people and places, the richer your creative work will become. It’s easy to get caught up in comparison or in the pressure to always be producing, but the most powerful art often comes when you stay true to your own journey. I like to remind aspiring creatives that protecting your joy and your authenticity is just as important as honing your craft—because when your work grows from a place of balance and honesty, it not only sustains you, it inspires others too.
-Annie
Aiming to grow as a communicator and storyteller
Annie is part of the Helsinki Ambassador Program, a long-term initiative that brings together international creators whose values align with the city. The program highlights five areas of sustainable influence: travel, food, social responsibility, culture, and collaborations.
What’s next for me is building on my passion for talent attraction in the tech sector and expanding into the international space — particularly here in Helsinki. I see huge potential in strengthening the city’s role as a hub for global talent, helping international professionals not only find opportunities but also build fulfilling lives here. I’d love to be part of initiatives that connect international talent with Finnish companies, while supporting employers in creating inclusive, diverse, and welcoming workplaces.
-Annie
The intersection of strategy, creativity, and purpose
On a personal and creative level, she wants to grow as a communicator and storyteller — designing employer branding, content, and campaigns that highlight what makes Helsinki and Finland special. For Annie, it’s not just about filling roles, but about shaping narratives, building communities, and helping people imagine their future here. That’s where she sees the intersection of strategy, creativity, and purpose.
Follow Annie’s Helsinki journey
Annie’s one of many international creatives helping to tell Helsinki’s story—one image, one moment, and one heartfelt moment at a time. To find out more, visit Annie on LinkedIn!
