K-Group meets future talents and accesses research knowledge through partnership
For K-Group, the partnership with Haaga-Helia is part of a long-term effort to build its employer brand and to update knowledge and expertise. In this interview, our partner shares how the collaboration works in practice.
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K-Group has been a partner of Haaga-Helia since 2020. Over the years, the cooperation has developed into a comprehensive model that supports K-Group’s needs in recruitment and employer brand development. The goal of the partnership is a sustained presence and visibility on campuses and at student interfaces, leading to stronger connections with future professionals.
HankeTori brought the latest research knowledge to K-Group
In 2025, Haaga-Helia and K-Group jointly organized the HankeTori event, where Haaga-Helia experts brought the latest research knowledge directly to K-Group’s professionals.
The event showcased new research projects and Haaga-Helia’s continuing education offerings tailored to the needs of working life. It marked a significant step in transferring research knowledge into the company and provided unique insights.
Ilona Castrén, Head of Talent Acquisition and HR Sustainability Partner at K-Group, describes the event as a success:
– HankeTori was held at our K-Kampus, where Haaga-Helia had stands presenting different projects, and our experts were able to explore them. It was really a very good event, Castrén says.
From Haaga-Helia, among others, Sales Manager and Partner Manager responsible for K-Group's and Haaga-Helia's collaboration, Mikko Karamo, participated in presenting information at the event.
– HankeTori increased visibility for various projects, and bringing them on-site lowered the bar for discussions about project collaboration between K-Group and Haaga-Helia. The experience of the event was very positive, Karamo describes.
Students are encountered as a part of learning
K-Group collaborates particularly much with business administration students, for whom the partnership is visible in everyday life through courses and campus activities. K-Group actively participates in recruitment and career events, offers thesis topics and internship opportunities, and is involved in the learning on the courses through student projects and guest lectures.
– Partnership collaboration is long-term, strategic employer branding work. The benefits may not be visible the next day, but they will become evident in the future, Castrén explains.
The partnership between Haaga-Helia and K-Group is an investment in future talent and professionals, while also sharing up-to-date research knowledge and broadly developing employee expertise.
