How Farrow runs 44 social media channels for a whole recruitment network with Willow
Co-founders Danny Poelen and Rob Hounjet built the brand network. Marketing coordinator Candy Townsend keeps all 44 channels live: more than a hundred posts a week, every week.
Farrow is a recruitment agency operating from Maastricht and Eindhoven, in the south of the Netherlands. Co-founded by Danny Poelen and Rob Hounjet, it places permanent staff for organisations across the country, from a single hire to full recruitment process outsourcing, and works across sectors including engineering, finance, healthcare, IT and facilities. Alongside its own brands it runs sister brands MOZA Executive Search and Spotlights in Belgium.
In short: Farrow, a Dutch recruitment agency in Maastricht and Eindhoven, has been a Willow customer since November 2019. Today its marketing coordinator, Candy Townsend, runs 44 active channels from one Willow account: the main Farrow + Dutch page, 13 sector-specific brand pages, 8 personal profiles (including co-founders Danny Poelen and Rob Hounjet), and 2 client brands. In the last 12 months Farrow published 5,560 posts, about 104 a week. Across all 44 channels that drew 774,792 impressions (+10.2%) and 141,414 engagements (+60.7%), adding 1,934 followers to reach an audience of 29,071. The main company page alone grew impressions 56.6% and engagement 153%, and Farrow has published through Willow every week for 121 weeks straight.
A recruitment agency that grew into a network of brands
Candidates don't search for a generic recruiter. An engineer wants to see engineering content. A finance professional wants finance content. A facilities manager wants something different again. Farrow understood this early, so it built a network. Beside the main Farrow + Dutch page sit 13 sector-specific brand pages, each made for a different candidate and client audience: Farrow + Healthcare, Farrow + IT, Farrow + Engineering, Farrow + Finance, Farrow + Facilities, Farrow + Public, and more. The aim is to be the most visible, credible name in every sector Farrow works in.
The people are part of the network too. Co-founders Danny and Rob, and six more team members, each post from their own LinkedIn profiles, so a vacancy reaches the brand's followers and the consultant's personal network at the same time. In recruitment, that visibility is the product. A named, sector-specific presence earns the trust of a candidate and a client in a way a generic agency page never will.
Why posting everywhere by hand was never going to work
A brand network only works if every brand stays alive. Post on the main page when there's time, ignore the sector pages, and hope it's enough: candidates see a quiet profile and move on, clients start wondering whether you're still active, and the visibility you spent years building slowly fades. With around 44 channels to feed, keeping every one current by hand would swallow a small marketing team whole, or collapse to a couple of flagship pages while the rest went dark.
Danny saw this coming from the start. When Farrow joined Willow in 2019, the reason was practical: a way to manage multiple channels without multiplying the workload, so a new specialism could launch and start posting from day one rather than starting each page from scratch.
One marketing coordinator, forty-four feeds
Today the whole operation runs out of one place. Candy Townsend, Farrow's marketing coordinator, plans and schedules all 44 channels in Willow. A single content plan fans out to the right pages on the right networks: the IT vacancy goes to Farrow + IT, the Belgian role to Spotlights, the agency news to the main Farrow page. Under Candy, Farrow has published through Willow every single week for over two years: 121 weeks in a row and counting, partly because Willow gives her a repeatable system instead of a blank page every morning.
The founders show up too, and that is deliberate. Candidates want to know who they would be working with; clients want to know who they are trusting with their hiring. In the last 12 months Danny Poelen published 360 posts from his own profile and Rob Hounjet 193, and between them their personal profiles drew 54,511 engagements. Six more team members post from theirs. Farrow's social presence is a team sport, and Willow holds the whole thing together.
Every successful placement becomes a post. When a candidate starts a new job, the relevant page celebrates it by name: a new AFAS adviser in healthcare, a new business controller for a municipality, a new head of marketing placed through MOZA. Each one is proof, in public, that Farrow fills roles.
Six years of showing up
Consistency at this scale is the hard part, and Farrow has held it for more than six years. In the last 12 months it published 5,560 posts, an average of 104 a week. In the busiest weeks that hit 155; in the quietest it never dropped below 64. Farrow has now published through Willow every single week for more than two years: 121 weeks in a row, without a gap. The monthly rhythm barely wavers.
Willow studied more than 47,000 LinkedIn posts and found that people who post consistently grow impressions, followers and engagement roughly six times faster than people who post in bursts, even with the same number of posts. Farrow does it across dozens of pages at once.
What the network produced
The results are strongest where it matters most. In the last 12 months the main Farrow + Dutch LinkedIn page generated 338,595 impressions, up 56.6%, and 49,474 engagements, up 153% on the year before. Its audience grew to 4,240 followers, up 16.3%. None of it came from advertising, and it has been a steady climb rather than a one-off spike: monthly impressions on the page have more than doubled since late 2024, from around 12,000 a month to over 33,000.
Across all 44 channels combined, Farrow reached 774,792 impressions (+10.2%) and 141,414 engagements (+60.7%), and added 1,934 followers to reach a total audience of 29,071. The growth is spread, not concentrated: the sector pages each serve their own niche and pull their own weight. Farrow + Facilities grew engagement 23%, Farrow + Supply Chain added 57% more followers, and Farrow + Belgium grew its audience 26%.
More than their own brands
Two of the 44 channels don't belong to Farrow at all. Spotlights and MOZA Executive Search are external client brands, run through the same Willow account. Spotlights grew its LinkedIn audience 14% and its Instagram impressions by more than 500%; MOZA added 32% more LinkedIn followers. Farrow doesn't just manage its own social presence: it runs a content operation for clients too, with Willow as the backbone.
What it unlocks for Candy and the founders
The practical win is leverage. One marketing coordinator runs a publishing operation across 44 channels that would otherwise need several people or an agency on retainer, and Farrow does it on a self-serve Willow plan. A new specialism can launch and start posting immediately, because the system to feed it already exists.
For Candy, it means she can keep the entire network looking active and professional without drowning in it. For Danny and Rob, it means the visibility their whole model depends on holds steady across every market they are in, without it being a daily worry. Six years on, what started as a way to manage a few LinkedIn pages is the engine behind a multi-brand content operation publishing more than a hundred posts a week, every week, without stopping.
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Managing more than one brand? See how Colorclub scaled six brands past 652,000 impressions, and how Acs Accountants runs social for 10 offices without losing control. Working in recruitment? Read how SuccesJobs posts 600+ times a year without getting distracted.
