Building a brand moat on LinkedIn – How Samuli Salonen used founder-led content to grow TalentBee

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.