Can workplace be too attractive?

The Homefront Survey has become one of Nitor’s signature practices. Even people who know little about us often recall us as “the company that sends an employee survey to families.”

Outside reactions are usually twofold. First comes surprise: “What a clever idea, I’d never have thought of that myself.” Then comes recognition: “That’s how it should be – why doesn’t every company do the same?”

Over the years, the survey has gained significant attention. Other companies have reached out to learn from the model. It has been recognised with employer brand awards, praised on social media, and featured in mainstream business media.

Not an HR project, but a shared tradition

In its 10th anniversary year, the Homefront Survey is no longer just a bold experiment. It has become a firmly rooted part of our culture and one of our most valued traditions.

Employees themselves take pride in it. The survey is not an HR trick but a collective practice, with employees actively sharing it with the people closest to them and inviting feedback.

Over time, it has grown into more than a tool for employer branding: it has become a way of strengthening belonging – both within Nitor and among employees’ families.

The homefront as a mirror of sustainable pace

The survey consists of nine statements (rated 1–10) and an open comment field. It is deliberately light and easy to answer, but it dives into themes that matter to families: pace of work, balance between work and life, and how Nitor supports flexibility.

It also touches on cultural aspects: can employees be themselves at work, and are their families proud that they belong to Nitor?

Because the questions largely mirror the ones we ask our own employees, we can compare results. This shows us where experiences align and where gaps appear.

Work pace challenges, flexibility supports, pride unites

The 2025 results are consistent with previous years: average scores land between 8 and 9 out of 10, with little variation across the survey’s ten-year history.

The widest spread appears in the question on sustainable work pace. That’s no surprise – experiences of workload depend on the ongoing projects, role expectations, and personal life situation. The same pattern shows up in our internal surveys.

By contrast, statements about flexibility and support receive the highest scores. Families see Nitor as a supportive force. Still, there is more to do to ensure everyone feels seen and supported in their challenges.

The highest single score goes to: “My close one is proud to work at Nitor.” Interestingly, deeper analysis shows this pride is not strongly tied to work pace or flexibility. Instead, it stems from something more profound: the sense of Nitor as a community that people are proud to belong to.

The voice of the homefront in open feedback

The most striking part of the survey is the open feedback. It gives voice to those we don’t directly interact with but who share everyday life with our employees.

Most comments express gratitude. Families describe Nitor as an employer that genuinely cares for its people and includes loved ones, for example, through events like our all-family day at the Linnanmäki amusement park.

As one respondent put it: “My close one has said that Nitor is the first employer that treats people as people, not just resources.”

A recurring theme is the survey itself: the very act of asking families for their perspective is seen as meaningful and strengthens Nitor’s image as a good employer.

Making the work–family tension visible

In the 2025 Homefront Survey, one theme sparked the most discussion: Nitor’s events and trips.

For some families, a packed calendar of activities feels like an overload. What’s meant as fun – like shared trips – can clash with already demanding family routines, especially when childcare leaves little margin.

Others see the same events as energising breaks, welcoming the push toward sports and social time with colleagues.

This split reminds us just how different home lives are across our employees' families. Sometimes work and home complement each other; other times, they compete for time and attention. The survey helps make those tensions visible. It also encourages open conversations about priorities at home.

We invest in events because community doesn’t happen on its own. Our consultants often work in small teams at client sites, with few chances to meet colleagues. Shared activities create space to connect.

Still, participation must always be voluntary. Saying no is just as valid as saying yes, and it’s our responsibility as an employer to ensure that balance is clear when work life spills into free time.

Thank you, homefronts!

In 2025, we received a record 107 responses to the Homefront Survey. We are grateful for every single one. Through this feedback, we gain a deeper understanding of how work affects homes and families.

To mark the 10th anniversary, we donated €10 for every response to HelsinkiMissio, a non-profit that works to prevent loneliness across all age groups. Their mission is a reminder that not everyone has close ones to ask how they are doing.

We will continue listening to the voices of our own homefronts – and at the same time, we hope as many people as possible have someone around them who asks and who listens.

Would you like to put sustainable pace principles into practice in your own organisation? We can start with a light assessment and deepen the approach through presentations and workshops.

Contact directly: janne.jarvinen@nitor.com