Iisalmi, a Finnish town, is launching a special initiative to draw in summer employees by providing financial incentives. The city plans to grant a €1,000 bonus to three local businesses that hire young people for summer positions, along with a €300 gift card for exploring recreational and wellness opportunities in the area. To qualify for the bonus, the selected youths must relocate to Iisalmi for the summer and create content for the city's social media platforms.

This campaign, titled 'Tonnin bonus', aims not only to enhance Iisalmi's appeal as a summer employment destination but also to tackle the challenges posed by urbanization that rural regions like Iisalmi face. Laura Koski, the city's marketing and communications planner, suggests that the campaign could help stimulate local employment by attracting the best talent to local businesses while also familiarizing newcomers with the community's offerings.

As more young people flock to cities for job opportunities, strategies like Iisalmi's could become increasingly relevant as they attempt to sustain their populations and economic viability. In promoting local employment through innovative incentives, Iisalmi hopes to both engage youth and strengthen its economy by fostering a vibrant local workforce during the summer months.