Turning employee expertise into a B2B trust engine

YIT needed to build trust in a complex B2B environment and become more approachable and credible with key audiences. The challenge was activating their internal experts as consistent public voices without disrupting their core work.

Vapa designed and ran a systematic Employee Ambassador Program for YIT over four years, providing structured training, content frameworks, ongoing coaching, and individual support to help experts build and maintain an active presence.

After four years, media proactively reaches out to YIT experts for comment. In a single quarter, the program reached 1.1 million people. In a three-month period, YIT's experts generated over 1,000 media mentions.