P.A. Recruitment’s long-term social media growth: from 1,500 to 5,000+ followers
With Willow, Joyce and Michael turned social media into a sustainable system that supported visibility for years, without extra effort.
P.A. Recruitment is a Belgian recruitment agency with a strong focus on personal connection. They specialise in social media recruitment and executive search across Administration & HR, Sales & Marketing, HSEQ, and technical profiles. Built on years of HR experience in Belgium and a genuine passion for people, they’ve recently expanded into the Netherlands.
When social media mattered but felt overwhelming
Shortly after the creation of P.A. Recruitment, the owners realised the importance of social media. Candidates and clients were there. Visibility mattered. Trust was built online long before the first conversation.
They knew social media was an important part of their online identity, but in practice, it wasn’t working the way they hoped.
Their LinkedIn company page had around 1,525 followers, and content was mostly limited to filled vacancies and open roles. Everything happened ad hoc. Were they posting too much? Too little? The wrong content?
With multiple target audiences and no clear structure, social media quickly became something that drained energy instead of creating it.
The risk was clear: without consistent visibility, P.A. Recruitment would struggle to stay top-of-mind in a competitive market where trust and familiarity make all the difference.
A smarter way to show up consistently
When Joyce and Michael started working with Willow in 2021, their main focus was on LinkedIn, but being able to manage everything from one platform and publish to different channels at once made a real difference.
What immediately resonated wasn’t “doing more,” but doing things differently. Instead of juggling platforms, ideas, and timing, everything came together in one clear calendar. Suddenly, social media felt manageable.
They could plan ahead, see their content at a glance, and schedule posts without last-minute stress. And most importantly: show up on multiple channels without multiplying the effort.
Willow became a reliable system they could lean on, even during busier weeks.
Consistency without extra effort
Today, P.A. Recruitment uses Willow as their central social media hub.
They plan content in advance using the calendar and bulk-post to Facebook and LinkedIn, including the company page and three personal LinkedIn profiles. What used to feel like double or triple the work now takes the same amount of time as posting once.
Features like link tracking give them insight into what content resonates. And because everything lives in one place, posting consistently no longer depends on inspiration or spare time. It’s simply part of the workflow. It runs quietly in the background while the team focuses on candidates and clients.
When consistency kicks in, results follow
Since starting with Willow, P.A. Recruitment evolved from occasional posting to 300+ structured posts per year, and from a modest LinkedIn presence to an audience of 5,000+ followers.
This wasn’t the result of viral content or extra headcount. It was the result of showing up again and again without friction.
And they’re not slowing down yet. Au contraire. In the last 12 months alone:
- +30.78% total audience growth (+1,217 new followers)
- +22.35% impressions
- +18.85% engagement
What’s impressive about P.A. Recruitment’s achievements is that all the numbers are in the green for both Facebook and LinkedIn. Many recruiters tend to focus on one channel and just use other channels for extra reach, but P.A. Recruitment really makes the most of both LinkedIn and Facebook.
More control leads to more confidence
Beyond the numbers, the real change happened internally.
Joyce and Michael no longer worry about when to post. Social media feels structured, predictable, and under control. The fear of “being too present” disappeared once consistency became normal.
“It’s easy. You know the best moments to post, everything can be set up in advance and then you don’t have to think about it anymore.” Joyce
Their online presence now reflects who they really are: human, professional, and approachable. Candidates get a better feel for the company. Clients recognise them more easily. And trust starts building long before the first call.
Most importantly, social media no longer competes with running the business. It supports it.
Ready for growth across borders
As P.A. Recruitment expands into the Netherlands, LinkedIn is becoming more important than ever.
Entering a new market means building trust from scratch. For Joyce and Michael, LinkedIn is where that trust begins. It’s the place where candidates form a first impression, where decision-makers check credibility, and where consistent visibility helps bridge the gap between Belgium and the Dutch market. Facebook continues to support reach, but LinkedIn plays the leading role in building recognition and authority across borders.
Because their social media is already structured through Willow, that expansion doesn’t mean much extra work. As they enter their fifth year with the platform, Joyce and Michael are looking ahead to features like LinkedIn tagging, which makes it easier to connect content with personal profiles and build visibility through people.
That combination creates a strong foundation for international growth:
- higher LinkedIn visibility in a new market without increasing workload
- stronger links between personal and company presence
- consistent exposure among Dutch candidates and decision-makers
Social media is no longer a scary beast for P.A. Recruitment. It’s a reliable system that supports growth in Belgium and beyond.
