From hesitation to a thriving social media presence that spotlights everyone in the team

For years, Francky Godderis had built his accountancy firm the traditional way: through expertise, trust, and word of mouth. Godderis Accountancy was a reputable firm, but their social media presence looked very different. It was inconsistent and without a clear strategy.

Then in 2024, Francky’s son Xander joined the business. He brought with him a fresh perspective and the conviction that their reputation deserved to be visible beyond their client base. For him, social media wasn’t a distraction, but a chance to attract new talent and show the human side of the company.

After years of trying, Willow finally found a way in. Xander knew they couldn’t do it alone and Willow showed up at the right time to help them build a professional social media presence with strategy and creativity. Now things are going so well, that Godderis may wonder why they didn’t start working with Willow earlier. Let’s dive into their story.

Staying quiet doesn’t help with recruitment

Despite an enviable client network, one challenge kept coming back for Godderis Accountancy: hiring. Finding good people in accountancy is difficult. And without visibility online, finding the best candidates is nearly impossible.

If they couldn’t reach candidates where they spend their time, the firm might miss out on the next generation of employees. And in a field where continuity and expertise are everything, that risk could eventually slow their growth. 

Just the right kind of support

When Willow came in, the offer was simple: structure, guidance, and relief. The collaboration was about making sure they could finally take control of their online presence while keeping the team’s workload under control.

They received personal coaching from a social media expert, training on how to build content calendars, and clear advice on what actually works on LinkedIn. The Willow platform took care of scheduling, publishing, and analytics, while ready-made content filled the gaps. Posts could even go out under Francky’s and Xander’s profiles without him lifting a finger. 

And for Michelle Claeys, who coordinates much of the admin, Willow turned social media planning into something much less overwhelming. She became a real pro in terms of creating content and getting the rest of the accountants involved with social media.

Entering a new growth phase with employer branding

In the first few months of working with Willow, the team was still warming up. The firm was already posting a bit but posts were occasional and team members were still hesitant about showing up in photos or videos.

But in the past six months, everything changed. Michelle kept learning in the social media coaching sessions and she worked towards a consistent posting rhythm of two—sometimes three—posts every week across LinkedIn, Facebook, and Instagram. 

On the firm’s LinkedIn company page, once nearly silent, she now published 50 posts in just half a year. Visuals became sharper, carousels and videos entered the mix, and the staff themselves started capturing moments to share. What had felt unnatural at first was becoming part of their culture.

Their growth on social media clearly shows when comparing the analytics of the entire year, with those of just the past six months:

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Over the course of the year, Godderis Accountancy’s posts reached 127,657 people, their content sparked 15,875 interactions, and they added 206 new followers across their main channels. LinkedIn stands out as the strongest performer. Their company page generated 67,720 impressions and over 9,240 engagements. But on Instagram and Facebook they kept growing steadily as well. 

The human shift behind the numbers

For Francky, seeing his firm represented online with the same professionalism clients experience offline was a moment of pride. It was proof that tradition and modernity could coexist.

For Xander, who had only recently stepped into the business, it was confirmation that his instincts were right: social media could be an engine for growth in a sector that often lags behind. He no longer had to worry about what to post or how to manage the details. Instead, he could focus on shaping the firm’s future with the confidence that their story was reaching the right people.

And for Michelle and the rest of the team, the biggest change was cultural. They no longer dreaded the idea of content. They embraced social media. Photos, short videos, and even behind-the-scenes glimpses became natural parts of their job. Social media stopped feeling like an obligation and started feeling like a reflection of who they really are.