In January 2023, Annelore Verlinde from Vulsteke Commercial Buildings found herself at a turning point. She wanted to give the company greater visibility on social media and make Vulsteke a more attractive employer. The problem? She simply didn't have the time — she was juggling social media with her other responsibilities.
The turning point
If nothing changed, Vulsteke risked fading into the background. Their expertise wouldn't reach the market, great candidates could look elsewhere, and their reputation as an innovative builder might never fully shine online. Especially in West-Flanders, where technical profiles are highly sought-after, every touchpoint matters.
That's when Willow stepped in. In the first phase, Annelore worked closely with one of Willow's social coaches to structure their content, get the team on board, and find the right tone of voice. Step by step, a routine took shape. Annelore went from ad-hoc posting to structured planning. With Willow's tool, scheduling posts on LinkedIn, Facebook, and Instagram became effortless. What once felt like a full-time task could now be handled in just a few dedicated moments each month.
The numbers tell the story
After that first year of coaching, Vulsteke switched to Willow's "tool only" package. But the results kept growing. Between August 2024 and August 2025, Vulsteke achieved the following impressive results:
- +66.8% more impressions (reaching a total of 225,463)
- +102.5% growth in engagement (25,738 interactions)
- 1,474 new followers, boosting their total audience by 20.27%
LinkedIn quickly became their strongest channel.
Thanks to Willow's analytics, Vulsteke also gained insights into which posts were making the biggest impact. The year's top-performing posts? A mix of site updates, team moments, and project completions — proof that employer branding and expertise go hand in hand, and that company pages can keep growing with the right approach.
"The difference is night and day."
Vulsteke used to struggle with a tool that wasn't right for them, but after they made the switch to Willow and improved their basics with coaching, they started building a very consistent online presence. And thanks to that social media presence:
- Vulsteke now stands out more as an attractive employer
- Projects and expertise are showcased to a wider audience of potential clients
- Marketing feels more professional and far less dependent on chance
On top of that, Annelore has gained breathing space to work more strategically and waste less time on operational tasks such as planning and scheduling. Where she once felt stressed at the thought of not having posted anything yet, she now feels in control. She knows what's scheduled, which posts perform well, and where there's room to improve.