Axis Group created a social media powerhouse in six years with Willow

The challenge: a bold vision, no playbook

Back in August 2019, the team at Axis had a clear ambition: they wanted to build a strong, consistent presence on LinkedIn that reflected their values and attracted the right talent. But at the time, there was no roadmap. Willow was still in its early days, and Axis would be one of the very first companies to use the platform.

In fact, there wasn’t even a formal demo process yet. So we packed our laptops and drove to one of their Brussels offices to walk them through it in person.

They took a chance on us. And in doing so, became the very first customer of our first BDR hire. No playbook, just a shared belief in the power of content and community.

The journey: showing up every week, without fail

During this six-year journey, Axis has found great contributors in people like Elke, Andrea and Yael. They’ve found a successful approach to social media and their consistency sets the tone for the rest of the company.

They posted regularly, worked far in advance, and found their groove with formats that resonated. One of their biggest wins? Making Monday posts work. Their “Highlights of the Week” series now drives some of the highest engagement we’ve seen across our entire client base.

With 19 employee profiles connected, they didn’t just post from the company page—they activated their people. Job openings regularly hit over 10,000 impressions and hundreds of clicks.

They found the perfect mix: educational content, employer branding, and promotional updates, all woven into one clear narrative. And they did it with relentless consistency. 90–100% every single week.

"Willow has been a true partner in helping us grow our online presence. Their platform is easy to use, but what really makes the difference is the personal support. We’ve learned so much from the team and it shows in our results."— Andrea Leroy

The results: a steady rise to the top

Over the past year alone, Axis has grown total impressions by 270% and boosted engagement by 530%. Their audience also grew by 270%, driven by posts that consistently land with their target audience. What's truly impressive is that they started with only a few thousand followers in 2019, and now they have almost 100.000 followers on LinkedIn alone.

And it’s not just metrics. They’ve built an employer brand that helps them stand out in a competitive market. Candidates see the culture, the people, the energy—and they want in.

"Seeing our numbers climb is great, but what really excites us is the quality of attention we’re getting. Our job posts are reaching the right people, and it’s making recruitment faster and easier. That’s real impact." — Yael Ben Kerroum

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The impact: momentum that builds on itself

Because of their strong foundation, Axis doesn’t need to scramble for content or chase engagement. They’ve built a rhythm. And that rhythm delivers.

Today, they’re able to plan far ahead, experiment with new formats, and stay focused on what matters: telling their story, their way.

Looking back, this journey has been about more than social media. It’s been about partnership. From an early office visit to one of the strongest growth stories on our platform, we’ve grown together.