Everything we've learned and teach about social media.

E-book 02 · Topic

Employer branding for SMEs

Built on Willow's research across 43,738 LinkedIn posts — the Six Pillars reframed for employer branding, from defining your EVP to employee advocacy, with real numbers from Groep Verhelst, Itineris and SuccesJobs.

E-book 03 · Vertical

Win at social media for lawyers

Proven strategies to elevate your legal practice's social media presence — drawing on our work with 200+ lawyers across the Benelux and beyond.

E-book 04 · Vertical

Win at social media for accountants

Find out how to be successful on social media as an accountant or financial advisor — with examples from firms like ACS, Godderis and Carbofisc.

E-book 05 · Vertical

Win at social media for recruiters

The Six Pillars framework tailored exclusively for recruiters — how to stand out, attract candidates and build a credible employer brand on social.

E-book 06 · Vertical

Win at social media for consultants

Make your firm's point of view legible — and ship it every week. The Six Pillars adapted for consulting, drawing on our work with Mbraining, Pono and PS:Grow.

E-book 07 · Vertical

Win at social media for construction

Construction runs on trust and reputation. Learn how to keep both growing — across the company page, the people on site and every project cycle — without losing time on social.

E-book 08 · Vertical

Win at social media for IT

Technical teams have valuable points of view — they rarely have time to post them. Turn launches, customer wins and engineering insight into a feed that talks to buyers, with examples from United Codes and Triniti.

What analysing 43,738 posts taught us about consistency

We analyzed 488 LinkedIn company pages over a year. The answer to "how often should you post?" surprised us — consistency outweighs almost everything else.

What 180 LinkedIn posts taught us about sharing case studies

Nine willowees posted 20 times each about our customer case studies. Here's what actually drove reach and engagement — and what fell flat.

Do more followers mean more reach?

We analysed 374 LinkedIn business pages. The short answer: more followers help, but with sharply diminishing returns, and a sweet spot most pages miss.

What analysing 51,696 posts taught us about caption length

There's no single right caption length on LinkedIn: it depends on what you attach, and most people write video and link captions at half the length that works.