Meet Our Experts: Tiina Hulkko, Advisor
Hey there, who are you?
My name is Tiina, and I live in Konala, Helsinki, with my husband and my child, who is approaching his teens.
I’m originally from North Karelia, and my roots there are the foundation of everything for me—a kind of superpower that helps me approach every situation with the right attitude. To me, being from North Karelia means having a down-to-earth attitude, openness, honesty, and a carefree spirit. It’s also important to me to be myself, and fortunately, I’m able to do that very well here at work.
A large part of my free time is currently taken up by the BBA degree I’m pursuing at Haaga-Helia while working. I’ve been interested in internationalization ever since we lived abroad when I was a child because of my father’s job. Perhaps I’ll eventually find a topic for my thesis right here at work, in the increasingly international field of Reputation and Trust Analytics.
In addition to my family, I always try to make time for my friends as well. Right now, spontaneous get-togethers aren’t really on the table, but once a meeting is marked on the calendar, I stick to it. Festivals and other cultural events are also an integral part of my life, and I plan to incorporate more of them into my daily routine once I have more free time.
I spend all my remaining time being active. I combine seeing friends with exercising, and if a place is less than five kilometers away, I’ll definitely walk there. Plus, sometimes I just need to lie on the couch with my phone turned off and watch *Murder on the Shetland Islands* or some other good old-fashioned trash TV.
How and when did you end up working at Reputation and Trust Analytics?
In the spring of 2025, I was thinking about a new direction after leaving Sanoma, where I had worked for 12 years in various roles in media sales. A friend of mine who was working at T-Media at the time suggested that my skills might be useful there, so I reached out to CEO Harri Leinikka.
Harri and I arranged a meeting, and a couple of weeks after my first phone call, Harri welcomed me to the job.
It was exciting to join a workplace of this size after having gotten used to working in an organization with 1,200 people. However, I was given a really warm welcome, as if I were part of the family. I felt welcome right away—it felt a bit like I had come home. The warm spirit of the workplace was evident from the very first meeting.
I met most of my coworkers for the first time on Teams, but when we finally met in person, they came right over to give me a hug. That says a lot about the spirit of our workplace.
What do you do and what have you done at Reputation and Trust Analytics?
My job largely involves building relationships with new clients: I reach out to organizations across a wide range of industries. In addition, I’ve had the opportunity to talk with our existing clients about their reputation and get to know them.
Since I'm still so early in my job, my own client relationships are just starting to take shape. Getting to know clients is fun, because I'm a social person and I enjoy meeting new people.
The best thing about sales is precisely how people-oriented it is. Whenever I’ve thought about changing careers, I’ve realized that I wouldn’t want to do anything else.
What is the best and most inspiring part of your job?
Yes, the very best part is definitely the clients and working with them. What motivates me is that we get to introduce new clients to our great product, Reputation&Trust. It’s also amazing to share in our clients’ excitement when they see the results of their reputation survey. I get excited about the results myself every single time.
Another great thing is my coworkers. I’ve learned a tremendous amount during my first year, and that has, of course, been inspiring. Equally inspiring and educational have been the conversations with my coworkers. We have people at work from very diverse backgrounds—from PhDs in history to theology and everything in between—which makes for truly rich conversations.
We also often have the chance to get together outside of work: once a month, the whole group gets together for lunch, and four times a year we have a get-together with various activities.
Tiina was interviewed by Anu Räsänen, a communications specialist at Reputation and Trust Analytics.
