Proof that even a public organization can sound human when it speaks through its people.
Executive summary
Five posts. That was the sum of HSL’s Head of B2B Sales, Tapio Salomaa’s, entire LinkedIn activity in 2024, resulting in just 19,800 impressions and almost no visibility outside his 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:
👻 Visibility for HSL’s workplace travel benefit
👻 Recognition among HR and business leaders
👻 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.
Most importantly, it has changed how people talk about HSL’s B2B sales – even earning Tapio a feature in Helsingin Uutiset after a journalist discovered his posts on LinkedIn. A second media outlet, Ekonomi-lehti, also reached out to interview Tapio after seeing his LinkedIn posts. This article will be published on December 5th, 2025. 💙
About the Customer
HSL (Helsingin Seudun Liikenne) is the public transport authority of the Helsinki region, serving over a million daily journeys.Tapio Salomaa leads HSL’s B2B sales operations, focusing on workplace travel benefits and partnerships with employers.
Key Results
March–October 2025 with Haamu vs. all of 2024
Starting point
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:
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From there, the work began: turning an almost silent LinkedIn presence into a steady, relatable voice for HSL’s B2B story.
Why Haamu?
Choosing Haamu was a lot about finding a partner who could turn his thoughts into stories that sound like him – in a way that would also benefit HSL.
“I’m not someone who publishes polished press releases. For my LinkedIn content, I wanted to work with someone who could understand how to make my own voice heard… Especially in an environment like ours, where communication is usually pretty cautious.”
Haamu’s process made it simple.
Every month, Tapio sits down for an hour-long conversation where ideas, stories and insights from daily work become the foundation for new posts. The goal isn’t to sound like marketing, but like a person who happens to lead sales at HSL.
👻 Strategic narrative built around real stories and sales insights
👻 Monthly interviews capturing Tapio’s tone and humor
👻 Weekly posting rhythm that keeps the voice consistent
👻 Analytics guiding what resonates and whyAs Tapio says:
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Approach
The cooperation between Tapio and Haamu follows a simple rhythm.
👻 One-hour monthly interview
Once a month, Tapio sits down for a recorded conversation. The discussion can 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 provides the raw material for a full month of LinkedIn posts. Haamu turns Tapio’s thoughts into drafts that keep his voice intact and adapts them into different formats: text posts, memes, videos, and images.
👻 Balance of topics
Roughly 70% of the posts revolve around HSL’s B2B themes (workplace travel benefits, sales, sustainability, and collaboration), while the remaining 30% bring in Tapio’s humor, memes, and lighter reflections about people, culture, and work. This mix keeps the feed professional but approachable.
👻 Consistency
Instead of occasional updates, Tapio now appears several times a week. The regular presence compounds into visibility, familiarity, and trust.
👻 Analytics and iteration
Each post is tracked for impressions, reactions, and comments. Haamu follows what resonates most and uses the data to guide future interviews, so the narrative builds over time instead of starting from scratch each month.
Results
Eight months into the collaboration, the difference is hard to miss.
From the outside world, the feedback has been overwhelmingly positive. People have said they’ve learned more about HSL’s services from Tapio’s posts than from any official campaign.
The visibility has also extended beyond LinkedIn: a journalist from Helsingin Uutiset discovered Tapio’s content and featured HSL’s B2B story in a full article.
The media attention didn’t stop there. Following the Helsingin Uutiset feature, Ekonomi-lehti also reached out to interview Tapio after discovering his LinkedIn content. The article will be published in December 2025.
On average, Tapio’s posts now reach around 5,000–6,000 impressions, but several have gone far beyond that (20k+). The most popular one, where he openly shared his own salary as HSL’s Head of B2B Sales, went viral with 219,000+ impressions and 850+ reactions.
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! ❤️
Key Results (March–October 2025 vs. all of 2024):
👻 Posts: 5 → 118 (20× volume)
👻 Impressions: 19.8 k → 618 k (30× reach)
👻 Reactions: 305 → 4 571 (15× engagement)
👻 Comments: 27 → 809 (30× conversations)
👻 Feature articles in Helsingin Uutiset and Ekonomi-lehti after journalists discovered Tapio’s posts
As Tapio puts it:
"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 (except for replying to all the comments, which has of course been only positive and welcome), 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!"
Want to try it, too?
For HSL, it has proved that even a public organization can sound human, bold, and genuinely interesting when it speaks through its people.
Ready to build your own LinkedIn growth story? Let’s have a chat!
