Osiris Recruitment is a strategic recruitment partner founded in 2024 by Jan Willem van Bedaf. Driven by open communication and a no-nonsense mindset, Osiris focuses on building long-term partnerships based on trust, quality, and commitment. As a solo founder with 20+ years of international HR leadership experience, Jan Willem supports organisations in Sales & Marketing, the Office segment (Finance, HR, Procurement, Customer Care, Logistics), and interim assignments.
Social media wasn't optional, it was essential
When Osiris Recruitment launched, visibility was never a "nice to have." It was a necessity. With no traditional website and a strong belief in open communication and a no-nonsense approach, Osiris relies heavily on social media to build visibility, trust, and long-term relationships with clients and candidates.
Before Willow, LinkedIn was present, but still evolving. Instagram and Facebook were relatively new. The foundations were there, but without much structure. For a solo founder, that situation creates pressure. Social media clearly plays a role in growth, yet time is limited and every effort has to count. Guesswork isn't harmless when you're building a business from the ground up.
A trial that removed friction and showed potential
In September 2024, Jan Willem decided to start with a free Willow trial. Not to hand over marketing entirely, but to reduce friction. Managing multiple platforms separately took time and mental space. The Willow platform immediately solved that part of the puzzle. One calendar. One overview. Three channels plus a personal LinkedIn profile, all in one place.
While the free trial didn't include formal coaching, Willow's team reached out personally to offer tips and practical guidance. Small adjustments. Smart suggestions. Enough to show what was possible with the right setup.
The trial didn't magically solve everything. But it did one important thing: it showed that consistency and clarity were achievable.
When strategy entered the picture
Osiris Recruitment was still a young business. Founded in January 2024, many decisions were being made for the first time — including how much energy to invest in marketing, and how to do it well.
After the trial, Jan Willem chose to move forward immediately with a three-month contract. The deciding factor wasn't the tool alone. It was the addition of strategic coaching on social media marketing. That's when the collaboration truly took shape. Henrieke became the fixed point of contact, and social media stopped being about "what should I post?" and started becoming a system.
Learning how the system works
The coaching focused on education and understanding. Together, Henrieke and Jan Willem worked on building a clear, repeatable approach to social media. Topics included:
- Optimising LinkedIn company pages and personal profiles
- Using Instagram to support business visibility rather than vanity metrics
- Exploring Facebook as a complementary channel
- Creating content based on the business profile and expertise
- Planning content using the Netflix-style content model
- Designing visuals faster and more consistently with Canva
- Using AI tools like ChatGPT to support content ideation
- Understanding how Instagram Reels and video content travel beyond an existing network
Nothing was overcomplicated. The focus stayed on what a solo founder could realistically maintain. Gradually, social media shifted from something that required constant attention to something that ran in the background.
Followers before everything else
From the start, the focus wasn't on reach for reach's sake. It was about building a real audience — people who chose to follow, and people who stayed.
From a standing start to a real, loyal audience across three channels.
Alongside audience growth came more reactions, more conversations, and more inbound responses. Jan Willem received positive reactions about his company's social media posts and noticed that brand awareness was improving steadily. Social media began to support the business instead of competing with it for time.
What changed for Jan Willem
The biggest impact wasn't found in the dashboards. With content sometimes planned three to four months ahead, marketing stopped being a daily mental load. No more last-minute stress or pressure to "still post something today." Everything was already taken care of.
That structure brought confidence. And with that confidence came freedom. For a solo founder, that peace of mind matters.
Looking ahead with structure
Today, Osiris Recruitment continues with the same setup: Willow as the central platform, combined with ongoing strategic coaching. The next step is building on what's already there: analysing more than six months of performance data, identifying evergreen topics, developing a year-long content strategy, and aligning content with seasonal trends and business cycles.
Based on the solid foundation of 2025, the next years look very promising for Jan Willem and Osiris Recruitment.