Smart Work 2027: LinkedIn Pilot – Bold Communication as a Specialist
The Smart Work page presents everyday innovations and success stories developed by the employees of the City of Hämeenlinna.
The idea originated from reflecting on how we could make the city organization and the work done there more understandable. City communication is often organization-oriented, even though there is a large group of specialists from various fields behind the work. We wanted to encourage them to talk about their work, expertise, and perspectives in their own words – and at the same time make the city’s strong expertise visible through its people.
We established a LinkedIn Ambassador pilot and gathered a pilot group of specialists from different fields. We have organized meetings, workshops, and guest speaker sessions where participants have been encouraged to identify their own expertise and talk about their work with their own voice. The goal is to lower the threshold for posting, strengthen professional pride, and encourage specialists to make their own expertise and the work done for the city visible.
The pilot has increased the courage and activity of specialists on LinkedIn. During the pilot, one participant’s posts gathered over 209,000 views, an increase of 1,472%. New ways to open up work have emerged, such as a content series clarifying procurement terms. At the same time, the specialists’ posts make the city’s expertise visible, and the city reinforces this by sharing staff posts. Several specialists on LinkedIn have highlighted our operating model as a good example.
The pilot is ending, but the operating model it created will continue. Specialists utilize the lessons learned in their own communication and encourage others through their example. Communications will continue to encourage and support specialists and, if necessary, take the pilot’s lessons to LinkedIn training sessions aimed at specific units. The goal is to strengthen the idea that everyone’s work and expertise are valuable and worth sharing.
Developers
Anna-Kaisa Naskali, Communications Planner, Communications and Marketing
Reetta Kaikkonen, Marketing Specialist, Communications and Marketing