From tacit knowledge to visible thought leadership

Telia’s B2B experts possessed deep industry knowledge, but it remained invisible to the market. The threshold for systematic LinkedIn publishing was high, and the organization lacked a unified support structure to build personal professional visibility and thought leadership.

Vapa designed and executed a structured LinkedIn coaching program for Telia. The framework combined shared training sessions, group clinics, and individual 1-on-1 coaching. This hands-on approach helped the experts crystallize their unique voices and turn theory into continuous execution.

The pilot exceeded expectations, proving that experts will activate when given the right support. In just two months, the participants produced 156 posts, with 80% establishing a routine of at least one post per week. Following this success, the partnership is expanding into a continuous thought leadership program.

"There was a fantastic energy and enthusiasm in the ambassador program, and people started finding their own voices and elevating their expertise. It was also a journey of personal development in terms of what to share about oneself with the outside world—which is a major hurdle for many."
– Leena Lie, Head of Communications, Sustainability and Public Affairs, Telia Finland