The project increases over 30 year old students’ gender smart awareness about different career choices and strengthens their hability to recognize and market their competences from gender smart perspective. The project increases employers’ gender smart awareness about competence and innovation potential of students over 30 year of age. The project develops models for gender smart study, career, and workplace counselling. The objective is also to
disseminate knowledge about gender smart models of counselling to students, teachers/study counsellors, and workplaces.


The project activities are divided into six work packages:

The first work package recruits over 30 year old students and pilot organisations to participate in the activities. This includes communication, personal contacting and group interviews.

The second work package focuses on communication of new career choices and competence and innovation potential of over 30 year old students. This includes small seminars, visit periods to untypical workplaces, social media campaign as well as training for managers in pilot organisations. Communication is directed also to employment services organisations.

The third work package develops over 30 year students’ ability to recognize their competence in a creative manner from a gender smart perpective. This work package also develops gender smart
counselling including pilot trainings for teachers/study counsellors/programme leaders as well as workplace
supervisors/counsellors/student evaluators.

The fourth work package experiments with different models of designing target group students’ hybrid competences and means of marketing these competences.

The fifth work package organizes innovation and development workshops in common multidisciplinary groups between traditional male and female professions.

The sixth work package includes publication and dissemination of models based on experiences and knowledge gained through other work packages.


The results of the project are:
– model for gender smart counselling for teachers and study counsellors
– training package for workplace counsellors and managers about gender smart workplace counselling
– material package for gender smart education and career choices for students
– Gender Smart seminar and regional Gender Smart network


More information

Project Manager
Kirsi Purhonen
+358 (0)44 702 8487


RUUTI - Gender smart models for career and workplace counselling

1 September 2018 – 31 December 2020

Project partners

Lead partner: South-Eastern Finland University of Applied Sciences, Xamk

Partners: Vocational Adult Education Centre Kouvola and Kouvola Region Vocational College

Xamk Research Units: Creative Industries


Total budget: € 481 356

XAMK part of the total budget: € 218 844

Financiers and main source of funding: Häme Centre for Economic Development, Transport and the Environment (Häme ELY Centre) - ESF-funding

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