Humane and one-of-a-kind place to work

DNA aims to be one of the most desirable employers in Finland. The satisfaction and wellbeing of our personnel is one of the strategic cornerstones of all our operations. We believe that the satisfaction of our employees clearly reflects on the satisfaction of our customers.

Why does DNA want to be a great place to work? 

DNA promotes wellbeing at work because it affects customer satisfaction, opportunities for recruiting future talent, and pride in one's own work. We employ around 1,600 skilled professionals whose wellbeing, encouragement and development we want to invest in. 

We also believe that the best way to support the diverse needs of our customers is through a tolerant, non-discriminatory and inclusive working culture. That’s why we invest in building a one-of-a-kind and equal DNA.

How our work is governed

DNA's work on the theme of providing a great place to work is guided by our group-level HR and Susainability policy as well as our values. As a theme, great place to work is important enough for DNA to be even an integral part of our overall company-wide strategy. 

Examples on how we've done it

DNA's Employer Promise

DNA published its Employer Promise in June 2022. Our promise is a tool for change toward a better working life. It is also genuine: if a DNA employee feels that the promise is not being fulfilled in everyday work, they have the right to raise the issue with their manager, who will address the situation and, if necessary, escalate the matter further. Through our Employer Promise, we ensure that our organization is able to deliver on our customer promise of having the most satisfied customers—because only a well‑being workforce can provide the best service.

The Flexible Work Model

DNA has operated with flexible ways of working for over ten years. DNA’s Flexible Work model is based on freedom, responsibility, and trust. If a task is not tied to a specific time or location, employees decide independently where they work, without the need for separate agreement with their manager. In 2022, DNA expanded the model to allow longer periods of working abroad. The Flexible Work model has also attracted interest within the Telenor Group, which has begun implementing its principles globally.

People-Centric, Coaching Leadership

At DNA, we believe that good leadership creates the foundation for employees’ courage, growth, success, and ultimately well‑being. Freedom, responsibility, and trust are at the core of DNA’s leadership approach. Coaching leadership emphasizes continuous dialogue between managers and employees. DNA supports this ongoing interaction through regular one‑to‑one discussions between managers and team members.

Managerial work at DNA is strongly based on DNA’s values, and values‑based leadership competence is supported by measurable leadership competencies. In addition, DNA has approximately 30 certified internal coaches who support managers and all DNA employees. These coaches have completed a coaching program at the Finnish Coaching Institute. In line with their training, DNA’s coaches are able to open new perspectives for the dynamic development of individuals, teams, and the organization.

English as a Second Internal Language

We also decided to make English the second official language of internal communication as of 2023. Employees have been guided through the change, and DNA offers language learning opportunities to everyone who wishes to participate. In 2025, language learning was offered in both Finnish and English.

CV-Free Recruitment

In 2025, DNA recruited nearly 100 summer employees without asking for a CV or a traditional application letter. The aim was to ease the already heavy workload of summer job applicants, while improving the candidate experience and promoting equality in recruitment.

DNA first piloted CV‑free recruitment together with Duunitori in autumn 2020. Based on the lessons learned and experience gained, the approach was implemented on a larger scale. The summer recruitment campaign produced strong results: nearly 2,000 applications were received for open positions, exceeding applicant numbers from previous years.

Summer employees will also be recruited in 2026 using this proven approach.

DNA as a Family-Friendly Workplace

DNA recognizes the diverse family situations of its employees and continuously develops and evaluates its family‑friendly practices.

The Finnish Family Federation (Väestöliitto) has awarded DNA the Family‑Friendly Workplace label. The assessment criteria included the results of a family‑friendly employee survey, the quality and implementation of our development plan, and Väestöliitto’s site visits assessing how family‑friendliness is realized in practice. DNA is the first and only large company in Finland to receive the Family-Friendly Workplace label — and has now received it twice.

Grandparent Leave

One concrete example of our family‑friendly practices is our grandparent leave. All DNA employees who become grandparents are entitled to one week of paid leave to be spent with their family. To date, more than 100 DNA employees have taken grandparent leave. This now well‑known benefit was again used by several employees in 2025.

Home Care Service for a Sick Child

Home Care Service for a Sick Child

DNA has an agreement for a home care service for sick children. The service is an alternative to a parent staying home when a child falls ill. The employer‑paid benefit is tax‑free for the employee and therefore provided at no cost. The childcare service is available for children aged 0–9 on weekdays, for a maximum of three days per illness.

Gubbe Employee Benefit for Supporting Elderly Relatives

Gubbe is a modern, non‑medical elderly care service that helps older people stay active, supports them with everyday tasks, and provides cheerful companionship. The aim is to reduce the burden and concern carried by families for their elderly loved ones. A typical situation is that family members are unable to visit the elderly person as often as they would like or need to.

DNA supports employees by covering 50% of the monthly costs incurred from using the Gubbe service.

 

Our goals

Our objectives

Like many companies in the ICT sector, DNA faces the challenge of achieving a balanced gender distribution, particularly at the managerial level. DNA aims to increase the share of the underrepresented gender—women—in managerial and leadership positions to 40% by 2030. In 2025, women accounted for 37%. These figures indicate that DNA must continue its long-term efforts to promote a more balanced gender distribution.

The employee engagement survey conducted across the entire Telenor Group provides valuable insights into DNA employees’ work experience, feedback for developing the current state, and benchmarking data across countries. In this context, we monitor statements related to inclusiveness and equality, which should score above 80%; in 2025, 88% of respondents considered DNA to be a place where they can advance their career regardless of their personal background, and 91% felt they could be fully themselves at work.

At DNA, we work in a flexible manner. If the position is not tied to a place or time, the employee can work wherever and whenever without a separate permission from the supervisor.

Read more
Mies istuu sohvalla, hymyilee ja elehtii käyttäessään kannettavaa tietokonetta hämärässä huoneessa, jossa on kiviseinät.

We are participating in the Family Federation of Finland’s Rush Hour of Life 2 project. The project highlights an important but often invisible issue: balancing work with caring for an ageing loved one.

Read more

DNA published its diversity goals and story.

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DNA mentors are volunteers who brighten up coworkers’ working day and raise awareness of issues that are important for wellbeing at work.

DNA was ranked the best employer in Finland in the large companies category of the 2019 Great Place to Work survey but as part of Telenor Group, it made better sense for us to participate in the Group-wide personnel satisfaction survey. In 2021 DNA remained as the clear number one among Telenor’s Nordic subsidiaries.  

Latest Ahcievements

Learning from the immigrant youth

During the project organised by Plan and DNA, young people aged 16 to 20 will get to know DNA, and they are offered job search advice and work experience in the ICT sector. At the same time, DNA employees increase their knowledge and understanding of diverse work communities, for example, through internal events and opportunities to provide personal mentoring for young people.

There will be many inspiring initiatives, For example, DNA will host internal events and information sessions on diversity. In addition, DNA employees can volunteer to participate in CV workshops for young immigrants, and young people get to observe the working days of DNA employees.

It's time for employers to wake up to the diversity of what is meant by a family

DNA:n Taloustutkimuksella teettämän kyselyn perusteella yli puolet työikäisistä suomalaisista (57 %) pitää tärkeänä, että työnantajalla on perheystävällisiä käytäntöjä. Liki puolet (46 %) kokee myös tärkeäksi, että heitä palvelevat yritykset ottavat erilaiset perhetilanteet ja -käsitykset huomioon. Jopa kaksi kolmesta vastaajista (67 %) kokee perheensä olevan perinteistä ydinperheen käsitettä laajempi.Tulokset osoittavat, että työikäisten suomalaisten käsitys ja kokemus perheestä on huomattavasti perinteistä ydinperhettä laajempi. Vastaajan iällä ja elämäntilanteella on selvä yhteys hänen kokemukseensa. Työnantajien tulisi viimeistään nyt havahtua siihen, että perheystävälliset käytännöt olisivat kaikille tasa-arvoisia ja yhdenvertaisia.

Kehitämme perheystävällisiä käytäntöjämme jatkuvasti ja pyrimme huomioimaan erilaisissa perhetilanteissa olevat työntekijämme yhä tasa-arvoisemmin ja yhdenvertaisemmin. Siksi olemme nostaneet perheystävälliset käytännöt yhdeksi tämän vuoden merkittävimmistä kehityskohteistamme työnantajana. Haluamme jokaisen työntekijän kokevan, että DNA on tarvittaessa hänen tukenaan. Lue lisää tutkimuksestamme 

 

Quality time with grandchildren on paid grandparental leave

he idea of leave for grandmas and grandpas came from one of our employees. The idea was developed into paid grandparental leave, which remained a permanent practice after a successful trial.

Since 2017, DNA has been the first company in Finland to offer a week’s paid leave for all employees who become grandparents. The leave is intended for spending time with the family. The purpose of grandparental leave is to increase equality and flexibility of working life in the later stages of our employees’ careers.

Becoming a grandparent is one of life’s greatest turning points and a time when being with your family is important. Grandparental leave offers our employees the possibility to take the time to get to know their new grandchild. The help of a grandparent in looking after children and the household also supports the grandchild’s entire family after the newcomer has arrived.

Even though grandparents may be busy from morning to night during grandparental leave, our employees say that it brings strength and vitality to their lives. Time spent with a grandchild creates valuable shared memories and a strong bond with the child. These experiences improve well-being and help the grandparent cope better at work. 

Flexible remote working also available to customer service personnel

We want to make sure that we can offer flexibility in different situations in the life of all our employees, including our customer service personnel. DNA is a forerunner in offering all of its service centre advisors the opportunity to work remotely. Remote customer service work goes smoothly when everyone follows the same principles that enable us to ensure matters such as our customers’ information security are taken care of.

In addition to remote working, customer service work is made more flexible by the possibility to request and change shifts to fit other plans such as hobbies or studies. Our service advisors have been trained to work in all areas of customer service, allowing them to switch shifts with any of their colleagues. We have been able to meet more than 90% of requests to change customer service shifts.