We have today an example of a growing region and company, specifically, that in their need to find workers has thought of benefits outside the box to attract them. Finnish tire manufacturer Nokian, in order to attract workers to their factory in Leningrad Oblast, is constructing apartments to help give employees from other regions that extra incentive to relocate to a sparsely settled region. They will be offered the apartments at an at-cost basis. The region, with the tens of thousands of new jobs that are projected to emerge in the approaching years, faces a critical manpower shortage. In a way, this symbolizes the promise, and some of the pitfalls facing Russia in the approaching years, attracting and growing the right companies, matching them with workers with the appropriate skills, in the right place-all at the same time.