In a crowded field of influence, trust is built between individuals
In today’s digitalized society, information is abundant and increasingly demanded at faster speeds. Customers, journalists, and other stakeholders need to quickly and easily access reliable information amidst the flood of data.
Visma sought to strengthen its position in this crowded and fast-paced field of influence, concluding that the best approach was to spotlight its own experts. In Finland, Visma operates dozens of product brands, each aiming to establish thought leadership in topics ranging from financial management to cybersecurity and from public IT procurement to debt collection. Success requires a skilled team of experts who feel at ease engaging in dialogue.
Netprofile introduced a program to equip Visma’s experts with the tools they need to navigate this evolving field of influence. At the same time, the program ensures that customers and stakeholders receive the information they need through innovative and versatile means.
Building an expert brand requires patience and consistency
The VAU (Visman Ajatusjohtjauuden Uudistajat a.k.a. Visma Thought Leadership Innovators) program launched in spring 2024 with three intensive training sessions. Participants learned about the principles of thought leadership, how to define their areas of expertise, refine their insights into compelling messages, communicate effectively on social media, and identify opportunities to contribute valuable perspectives in editorial media.
The program also includes regular inspiration events where VAU members enhance their skills with guidance from external speakers. Participants receive ongoing personalized feedback from Netprofile and access to a collaborative communication channel, where Netprofile experts offer advice, encouragement, and ideas related to thought leadership.
Unlike a single training session, Netprofile’s thought leadership program provides long-term, systematic support for building an expert brand. VAU members form a peer network, which is continually expanded through new training rounds. Due to high interest among employees, the program's third round will begin in early 2025 with a fresh group of participants.
Team support and a safe environment encourage thought leadership
For Visma, the VAU program represents a strategic investment in transformative communication to enhance impact and visibility. In the rapidly evolving IT services market, customers value concise expert insights, observations, tips, and reminders—needs that the VAU team is uniquely equipped to address.
The program has also delivered tangible results. Participants have gained the confidence to share their voices on social media and in platforms like Talouselämä’s opinion section and Software Finland’s industry blog. Many participants have also been surprised by the increase in their social media followers, the reach of their posts, and the enthusiastic engagement they received.
Netprofile’s support and encouragement have been vital to the program’s success. Participants particularly appreciate the actionable advice and practical tips for improving stakeholder interaction. In practice, the VAU team has become a cohesive group that draws strength from one another and breaks down internal silos. When asked how likely they are to recommend the program to a friend or colleague on a scale of 1–10, the average score has been an impressive 9.3.
