Haamucast

Guest: Siiri Laaksonen, Co-founder & CEO @ TalentBee

What happens when you make founder-led content your #1 marketing strategy from day one? You build a business where everyone, not just founders, generates inbound leads. 

In this episode of Haamucast, Edward sits down with Siiri Laaksonen, who transformed her occasional employer branding posts into a systematic, company-wide content machine that's still TalentBee's primary growth engine three years later.

You'll hear: 

👻 How Siiri went from uncomfortable LinkedIn poster to confident CEO voice by embracing the "hui method" (post it, feel uncomfortable, and let it go) 

👻 Why each co-founder naturally carved out their own content territory—business growth, talent acquisition, and employer branding 

👻 The content formula that worked best: practical tips, strong contrarian opinions, and "old way vs. new way" frameworks 

👻 How Siiri's content evolved as she transitioned from employer branding expert to CEO (and why her old topics stopped working) 

👻 Why TalentBee extends their LinkedIn strategy beyond founders to every team member: creating multiple sources of inbound leads

Bonus: Siiri reveals the employer branding twist that makes this approach doubly effective: companies that help hiring managers build content attract talent because "people want to work with inspiring people on the team."

Guest: Emir Atli, Chief Revenue Officer @ HockeyStack

What happens when cold outbound fails and you have no ad budget as a bootstrapped startup? You turn to LinkedIn and build in public. In this episode of Haamucast, Edward sits down with Emir Atli, whose consistent LinkedIn strategy helped land HockeyStack's first customers, fueled their growth to Series A, and now drives millions in monthly revenue—all through his personal profile.

You'll hear: 

👻 Why Emir went from thinking LinkedIn was "cringe" to posting 5x per week (and how it landed their first 15 customers) 

👻 The content mix that took him from 5,000 to 30,000 followers in just 8 months 

👻 How he measures success beyond vanity metrics with a custom system tracking follower growth within their ICP 

👻 Why his team obsesses over the "one big post" each week that will drive 80% of their reach 

👻 The brutal truth about polarizing content—and why LinkedIn rewards comments over likes (even when posts get 200 comments but only 55 likes)

Bonus: Emir breaks down why deep technical dives flop for most people, and why "Yesterday I spoke to a CMO..." posts don't work anymore—plus the content sweet spot that's "deep enough but simple enough" to drive engagement.

Guest: Samuli, Co-founder @ Haamu.io

What if your salespeople worked the same way as your website?

That's the kind of hook that stops a scroll. In this episode of Haamucast, Edward sits down with fellow Haamu co-founder Samuli to break down the anatomy of a killer LinkedIn hook – those crucial first two lines that determine whether anyone will click "see more" or just keep scrolling.

You'll hear: 

👻 Why Samuli spends more time crafting the hook than writing the actual post (and how he uses AI to generate 20+ hook ideas for every post) 

👻 The two high-performing hook formulas: "crazy-sounding statements" vs. "story-based openings" that make readers need to know more 

👻 How to use job titles in your hooks to make specific people stop scrolling ("Most sales leaders I talk to daily think...") 

👻 The power of numbers in hooks – from growth metrics to meeting counts ("This is how we grew Haamu MRR from €10,000 to €30,000 in one month") 

👻 Why the "winners and losers" framework consistently delivers high engagement (and why he's using it more and more)

Bonus: Samuli disagrees with Adam Robinson's advice to ditch posts without great hooks – he believes there's always a killer hook hiding in a truly valuable post if you're willing to dig for it.

Guest: Mikko Seppä, Co-founder at HeadQ & Investor at Haamu

What happens when the media is no longer the gatekeeper of who gets heard? The audience takes control, and consistent voices win. 

In this episode of Haamucast, Edward sits down with Mikko Seppä, who built Advance B2B over a decade ago and has since turned his founder's influence into multiple successful ventures.

Now, as an investor in Haamu, Mikko breaks down why today's leaders have both a responsibility and opportunity to lead from the front.

You'll hear:

👻 Why influence has shifted from company logos to founder stories and how this levels the playing field

👻 How Mikko's personal brand helped him attract top talent, partnerships, and investment opportunities

👻 The everyday storytelling approach that outperforms polished corporate content

👻 Why transparent struggles and wins create emotional connection better than PR pieces

👻 A simple framework for getting started sharing product development decisions, customer wins, and daily challenges

Bonus: Mikko shares his favorite quote on building influence: "Without commitment, you'll never start, but without consistency, you'll never finish."

Guest: Jukka Holm, Managing Director at Visma

What happens when your company isn’t well known, your marketing feels too corporate, and you need to grow from €2M to €100M?

You take matters into your own feed.

In this episode of Haamucast, Edward sits down with Jukka Holm, one of Finland’s most consistent executive voices on LinkedIn. From opening pipeline to attracting talent and influencing legislation, Jukka shares how he’s used LinkedIn to build trust with customers, colleagues, and policymakers alike.

You’ll hear:

👻 How Jukka moved from cold calls to warm leads by building trust at scale

👻 The posting playbook he uses to target three audiences: buyers, employees, and the public sector

👻 Why his developer job posts “broke the internet” and crushed recruitment goals

👻 Jukka’s no-nonsense advice on relatability and executive authenticity

👻 How one SaaS CEO ended up advocating for legislative change (on LinkedIn)

Bonus: Jukka shares why staying silent isn’t leadership – and why posting is part of your social responsibility.

Check out Haamu.io if you want to learn more about how Haamu can turn you into a thought leader worth following.

Guest: Adam Holmgren, Co-founder at Fibbler

What happens when you build the audience before the product?

You launch with traction.

In this episode of Haamucast, Edward Ford sits down with Adam Holmgren, a seasoned B2B marketer and co-founder of Fibbler, to talk about how he used founder-led content to bootstrap Fibbler from an MVP to 140+ paying customers in just 12 months.

Adam breaks down how his years of sharing LinkedIn ads insights and demand gen learnings paid off when it was time to go to market. And unlike many founders who start creating after launching, Adam flipped the script – building trust, audience, and momentum before day one.

You’ll hear:

👻 Why your personal brand can outgrow your startup – and how to scale both in sync

👻 How Adam used audience-first thinking to speed up product-market fit

👻 The content system that lets him post 5x/week while juggling a job, a startup, and two kids

👻 A simple framework for building your own content pillars (and avoiding the blank page panic)

👻 What to do if you’re too scared to post – and how comments can be your gateway drug

Bonus: Adam shares why it’s harder to market to personas you don’t understand – and why marketing to yourself (a.k.a. founder-to-ICP) can be a cheat code.

Check out Haamu.io if you want to learn more about how Haamu can turn you into a thought leader worth following.

Lisää tähän.

Guest: Laura Erdem, US Sales Leader at Dreamdata

What happens when you join a startup no one’s heard of and can’t rely on brand or inbound?

You show up on LinkedIn – and build demand from scratch.

In this episode of Haamucast, Edward sits down with Laura Erdem, the face of Dreamdata’s sales motion and a social selling powerhouse. Laura shares how she went from zero inbounds to building her entire pipeline through LinkedIn – all by posting consistently, finding her voice, and doubling down on what actually works.

You’ll hear:

👻 Why one customer journey post (and a spicy Chris Walker comment) changed everything

👻 The system behind Dreamdata’s LinkedIn engine – including GPTs for C-levels

👻 What founders must do to get the rest of the company posting

👻 Laura’s take on the algorithm (spoiler: nobody cares)

👻 How she repurposed a Times Square billboard post… like 10 times

Bonus: Laura shares why sponsored personal posts are the new ad format – and how she built a network so strong it followed her across the Atlantic.

Check out Haamu.io if you want to learn more about how Haamu can turn you into a thought leader worth following.

Guest: Adam Robinson, Founder & CEO at RB2B and retention.com

What happens when you build your brand before your product – and then aim it at the right audience?

You go from zero to $5M ARR with five people and no marketing team.

In this episode of Haamucast, Edward sits down with Adam Robinson, a true operator who turned founder-led content into the ultimate go-to-market engine. From swearing off social media to becoming one of the most followed B2B founders on LinkedIn, Adam shares the real story behind his meteoric rise – including the strategic (and accidental) moves that got him there.

You’ll hear:

👻 Why Adam stopped talking to ecom… and started writing for people like him

👻 How RB2B’s entire GTM motion ran on his personal LinkedIn posts

👻 The process behind his banger posts (including why the hook is everything)

👻 Why he made a spreadsheet of Chris Walker’s greatest hits – and how that changed everything

👻 Advice for founders who want in but don’t know where to start (hint: comment before you post)

Bonus: Adam breaks down the prolific zone – how to be just polarizing enough without turning into LinkedIn’s main character of the day.

Check out Haamu.io if you want to learn more about how Haamu can turn you into a thought leader worth following.

Guest: Samuli Salonen, Co-founder at Haamu.io (ex-CEO & co-founder at TalentBee)

Why are more and more founders showing up on LinkedIn like it's their second job?

Because boring corporate accounts are out, and people follow people. In this kick-off episode of Haamucast, Edward chats with Haamu co-founder Samuli Salonen about how he turned founder-led content into TalentBee’s unfair advantage.

Samuli walks us through how he, Saara, and Siiri used LinkedIn to build the TalentBee brand from scratch, turning personal content into pipeline, hires, and revenue. 

They didn’t just post random thoughts. They built a strategy, picked lanes (recruitment, employer branding, scaling SaaS businesses), and committed. And when the customer work piled up, Samuli built a scrappy system to keep the content engine running – the early version of what later became Haamu.

You’ll hear:

👻 Why people follow founders, not logos

👻 How over 50% of TalentBee’s sales came from LinkedIn

👻 What made pipeline move faster (hint: it wasn’t lead magnets)

👻 The early days of the Haamu process – before it even had a name

👻 Advice for founders who feel awkward putting themselves out there (spoiler: it’s normal)

Bonus: Samuli shares why content is like sports – consistency beats talent. And how a simple Excel sheet (and a bit of peer pressure) might be all you need to stay accountable.

Check out Haamu.io if you want to learn more about how Haamu can turn you into a thought leader worth following.