Got questions? Good.

The content is published on your personal LinkedIn. There's been a significant shift in the market: people prefer following individuals rather than companies.

If you have the knowledge and time, we absolutely encourage you to do it yourself! However, many of our clients struggle with consistency and systematic execution. A structured approach is crucial for achieving real results with founder-led content, which is where we come in.

The kick-off is a 1.5-hour call at the start of your Haamu journey. It’s where we build your personal LinkedIn strategy, so everything that follows is grounded in who you are, what you’re building, and where you want to go. Here’s what we cover:

• Goals: What does success look like for you in 6–12 months? Who do you want to reach, and in what situations do you want your name to come up?
• Target audience: We typically map out 2–4 groups (customers, partners, future hires, investors) and decide which to prioritise
• Topics and themes: We define 2–3 core themes you want to be known for, broad enough to fuel months of content without running dry
• Style and differentiation: Your voice, your level of personal storytelling, your take on humour, and what makes your perspective different from everyone else in your space
• Practicalities: Access to the Haamu platform, connecting your LinkedIn, setting up Slack for communication, and scheduling your first interview

After the kick-off, you’re assigned a dedicated haamu who builds your strategy and plans your first interview.

Your time commitment is as follows:

Strategy development: 1.5 hours with us at the beginning.

Monthly content production: 1-hour recording + approximately 1 hour for optional edits (the content is ready to post, but some clients prefer minor adjustments before publishing).

Other LinkedIn activities: Not mandatory, but engaging (such as commenting and expanding your network) can improve results by 3–5x. Most clients dedicate around 60 minutes per week to this.

Before each session, we send you a brief with suggested topics and questions a couple of days in advance. How much time you put into it is up to you:

• Most clients skim through it
• Some make notes beforehand
• A few don’t open the file at all, which is possible, though not something we’d recommend

The more you come in with a thought or two, the richer the conversation tends to be. Your haamu’s job is to draw the good stuff out of you either way.

We create 12 posts per month (3 per week). The formats are tailored to what suits you and what’s getting results. Some examples of what we create:

• Written text posts
• Short video clips (filmed during or after the interview)
• Carousels
• GIFs
• Quote cards and branded images
• Memes, when the client is into that

The list isn’t exhaustive. Selfies and authentic photos tend to perform best on LinkedIn right now, so we’ll sometimes encourage you to grab a few throughout the month. If you hate videos, we won’t force them. The format follows the person, not the other way around.

We currently work in Finnish, English, and Swedish. Our team has members whose native languages span beyond these three, so if you need content in another language, it’s best to just ask. We’ll let you know if we can cover it.

Some clients post in one language, others mix. For example, posting in Finnish for a local audience while a colleague covers international topics in English.

Good quality videos can be achieved even with a newer iPhone (or equivalent quality smartphone), good headphones, and some proper lighting. If you want to invest in better quality, we can provide recommendations for studio setups.

👻 It starts in the kickoff. Your dedicated haamu gets to know how you think, how you talk, and what you would never say.

👻 Your voice is mapped from day one. Based on the kickoff, your haamu builds a clear picture of your communication style, tone, and the topics you care about.

👻 Your past posts are benchmarked automatically. The Haamu platform analyses any LinkedIn content you have published before, learning your patterns and what has already resonated with your audience. We base our work on that.

👻 You always have the final say. Every post goes through your review before anything is published. Nothing goes live until it feels right.

👻 The more you push back, the better it gets. Your feedback in the first weeks is the sharpest calibration tool your haamu has. Most clients tell us that after a month or two, the posts sound more like them than anything they would have written themselves.

This is the most common concern, and it’s a fair one. Here’s how we handle it:

• The kick-off call is all about learning your voice, your topics, and your specific way of expressing things
• All content is sourced directly from your own words. We turn what you said in the interview into posts, not make things up
• In the first 1–3 months, we refine based on your feedback
• Over time, your haamu builds a library of your approved content to guide everything that follows

After a few months, most clients say they forget we wrote it. It just sounds like them.

If a post doesn’t sound right, you flag it and we fix it. That’s what the review step is for.

You see everything before it goes out. Nothing gets published without your approval.

Here’s how the process works: you get a batch of posts to review, you go through them in one sitting, and you give consolidated feedback. We do one round of revisions per batch. So yes, you’re in control of what gets published. The process is just designed so that feedback happens in one go, rather than going back and forth on every individual line.

That said, as you build trust with your haamu over the first few months, the need to heavily edit usually fades. Most clients who start out control-conscious end up approving batches with minimal changes by month 3 or 4.

Results vary depending on your starting point, but typically this is how it goes:

👻 Months 2–3 ● Early signals
The first data starts coming in: we learn which topics get a reaction, what kind of responses to expect. Treat these as early signals, not conclusions. This phase is still very much about building.

👻 Months 3–9 ● Gaining traction
You're starting to see which topics and formats connect with your audience. The content is consistently yours now. What was effort a few months ago is starting to feel like a rhythm, and the right people are starting to notice.

👻 Month 9+ ● You're a known voice
People in your space know who you are and what you stand for. You show up in conversations you're not in. Relationships that once required a lot of groundwork start from a different place.

That’s something we discuss together at the kick-off, because the answer varies a lot. Some clients are after commercial results. Others want to build their reputation on a specific topic. Some are trying to get PR pitches through, attract the right talent, or simply become better known in their industry. The goal shapes what we pay attention to.

What we can measure is content performance data. We track things like impressions, engagement (likes, comments, shares, reactions), and follower growth. These are often strong indicators of whether the content is resonating with your audience. We compare your numbers month-over-month and against benchmarks from our wider client base, and every 3–6 months we catch up to review the strategy.

What we can’t track is the quality of conversations or whether a specific post led anywhere. That’s largely on you to connect the dots. One thing worth being clear about: Haamu is primarily a brand-building tool. It’s designed to grow your professional presence and put you in front of the right people over time. It’s not a lead generation machine, and we don’t position it as one.

Completely fine. In fact, it’s the norm. Most of our clients haven’t posted consistently before, or posted sporadically without a strategy. Starting from scratch means there are no bad habits to undo. The first 3 months are about posting consistently, finding what resonates, and getting comfortable. Results compound after that.

Yes, and it often creates a real multiplier effect. Think of a team where the CEO, Sales Director, and CPO are all active on LinkedIn, each talking about topics relevant to the company from their own angle. Same company, three different perspectives, reaching more of the right people at once.

Each person gets their own dedicated haamu and their own content strategy. Pricing for the Team Plan: 2–5 people at €1,790 per person per month, 6+ people at €1,690 per person per month. (Solo Plan: €1,990 per person per month.)

You connect your LinkedIn account to the Haamu platform, which is connected with LinkedIn. Once connected, we can publish everything directly from there.

This is a monthly subscription with a one-month notice period. While we don't lock you into a contract, we recommend committing for at least six months to see significant results.