Customer LOVE story · HSL
Proof that even a public organization can sound human when it speaks through its people.
31x
Impressions
19 800 → 618 000
30x
Comments
27 → 809
15x
Reactions
305 → 4 600
Tapio Salomaa
Head of B2B Sales at HSL at the time
5
posts in all of 2024. That was the sum of Tapio Salomaa’s LinkedIn activity — 19,800 impressions, and almost no visibility outside his own network.
When HSL partnered with Haamu, the goal was clear: make the B2B offering visible, build recognition among decision-makers, and bring a more human tone to a public sector brand that had long felt too formal.
What mattered most was not posting for the sake of activity, but three things:
01
Visibility for HSL’s workplace travel benefit
02
Recognition among HR and business leaders
03
A stronger emotional connection to the HSL brand
The difference has been dramatic in just eight months. With a steady rhythm of weekly posts drawn from monthly interviews, Tapio has built consistent reach and relevance.
HSL (Helsingin Seudun Liikenne) is the public transport authority of the Helsinki region, serving over a million daily journeys. Tapio Salomaa led HSL's B2B sales operations, focusing on workplace travel benefits and partnerships with employers. He has since moved on to a new role.
HSL is well known as a consumer brand, but its B2B side has been far less visible. Many people didn’t even realize what HSL offers to companies, or that the workplace travel benefit exists.
Tapio’s goals for the cooperation came directly from that challenge.
“We wanted to make the B2B side visible, get people to think of us first when they’re considering workplace travel benefits, and build more emotional connection to the brand. We’ve been too formal for too long. It’s time to change that. We were also genuinely curious to see what happens when you stop hiding behind logos and start talking through people, real voices inside the organization.”
From there, the work began: turning an almost silent LinkedIn presence into a steady, relatable voice for HSL’s B2B story.
Why Haamu?
“I’m not someone who publishes polished press releases. I wanted someone who could make my own voice heard.”
Choosing Haamu was about finding a partner who could turn his thoughts into stories that sound like him — in a way that would also benefit HSL. Especially in an environment where communication is usually pretty cautious.
Every month, Tapio sat down for an hour-long conversation where ideas, stories and insights from daily work became the foundation for new posts. The goal was never to sound like marketing, but like a person who happened to lead sales at HSL.
01
Strategic narrative built around real stories and sales insights
02
Monthly interviews capturing Tapio’s tone and humor
03
Weekly posting rhythm that keeps the voice consistent
04
Analytics guiding what resonates and why
“It’s been fun to see that you can be part of a public organization and still communicate like a human being. That’s probably what surprises people the most.”
The cooperation between Tapio and Haamu followed a simple rhythm.
One-hour monthly interview
Once a month, Tapio sat down for a recorded conversation. The discussion could move from sales moments and client stories to everyday experiences on public transport, or insights from leadership in a public organization.
From interview to content
That single hour provided the raw material for a full month of LinkedIn posts. Haamu turned Tapio’s thoughts into drafts that kept his voice intact, and adapted them into different formats: text posts, memes, videos, and images.
Balance of topics
Roughly 70% of the posts revolved around HSL’s B2B themes — workplace travel benefits, sales, sustainability, and collaboration — while the remaining 30% brought in Tapio’s humor, memes, and lighter reflections about people, culture, and work.
This mix kept the feed professional but approachable.
Consistency
Instead of occasional updates, Tapio appeared several times a week. The regular presence compounded into visibility, familiarity, and trust.
Analytics and iteration
Each post was tracked for impressions, reactions, and comments. Haamu followed what resonated most and used the data to guide future interviews, so the narrative built over time instead of starting from scratch each month.
Eight months into the collaboration, the difference is hard to miss.
+3023%
Impressions
19 800 → 618 000
+2896%
Comments
27 → 809
+2260%
Posts
5 → 118
+1398%
Reactions
305 → 4 571
March–October 2025 vs. all of 2024
From the outside world, the feedback has been overwhelmingly positive. People have said they learned more about HSL’s services from Tapio’s posts than from any official campaign.
Inside HSL, the new tone of voice hasn’t gone unnoticed either. Colleagues have said it’s refreshing to see how the organization can communicate in a way that feels real, approachable, and even funny at times. It has also prompted healthy internal debate about what kind of communication feels right for a public organization, and how openness can actually strengthen trust.
Along the way, a few hard-to-swallow pills have been digested on both sides, but that’s often what real change looks like. ❤️
“I’ve been more than happy with the work done with Haamu.
Why? First of all, Haamu promised a lot, but delivered even more. The results speak for themselves.
Secondly, the service is extremely well designed: the collaboration hasn’t burdened me, and the process from my perspective has been very effortless. I receive the topics and questions for the recording session in advance, so my only task has been to prepare to speak about them, and the final outcomes appear in my LinkedIn feed after final approval.
Productive, easy, and fun!”
In the press
Neither of these was pitched. Both journalists found Tapio through his LinkedIn posts and got in touch themselves — which is what happens when visibility stops being a campaign and starts being a reputation.
Helsingin Uutiset · 8.4.2025
“Tapio toi HSL:ään niin paljon uutta, että se meinasi olla monelle liikaa”
A full feature on how he rebuilt HSL’s B2B sales in three years after a journalist spotted his posts.
Ekonomi · 4/2025
“Johda muutosta olemalla läsnä”
A column in the magazine’s “Minä vinkkaan” series, where Tapio describes leading HSL’s B2B team through a hard change — and gives three tips for doing it: remove the obstacles in your team’s way, teach by example, and leave real time for people.
Pick a time that suits you, and we will talk through what this would look like for the person you have in mind – let it be yourself or someone else from your team!
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