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How Itineris scaled its employee advocacy program
Itineris transformed its social media presence with Willow. Apart from building an employer brand that attracts and engages, they also grew their reputation. And they are ready for more.
The challenge: a social media strategy that needed direction
Itineris, a leading IT consulting company, faced a common yet pressing challenge: their social media presence lacked strategic direction, making it difficult to strengthen employer branding, generate leads, and build market awareness.
Jonas De Backer, responsible for their digital marketing efforts, found it challenging to consistently produce engaging content that reflected Itineris' expertise and company culture. Internal subject matter experts were not always available for input, and their previous tool, StoryChief, offered limited functionality. Additionally, activating employees to share company updates on their personal LinkedIn profiles proved difficult. Without a structured plan, social media efforts remained fragmented and underutilized.
The solution: a smarter, more engaging approach with Willow
Itineris turned to Willow for a comprehensive and structured social media approach. With Willow’s unique combination of social media coaching and a powerful AI-driven platform, the team at Itineris finally had a clear plan of action.
“Since working with Kjell at Willow, I’ve learned so much and have been able to apply it in practice. His expertise in copywriting is a huge advantage, and having a single point of contact for any issues has been incredibly helpful.”
Willow helped Itineris:
- Develop a targeted social media strategy with a strong focus on employer branding.
- Co-create relevant and high-quality content tailored for LinkedIn, their primary B2B channel.
- Streamline content planning, scheduling, and analytics with Willow’s intuitive tool.
- Offer hands-on support and strategic advice through monthly consultation sessions with a dedicated social media expert.
The results: a thriving social media presence and stronger employer brand
We'd be lying if we said everything was smooth sailing from the start. The first few months, it was difficult to get traction and even the collaboration between Itineris and Willow wasn't perfect. After Jonas raised the issue, Willow took the necessary measures to turn around the situation and from then onwards Itineris saw a dramatic transformation on social media. Their posts began gaining traction, employees became more involved, and the brand's online presence flourished.
Over the course of a year, Itineris saw a 48.45% audience growth on LinkedIn, reaching nearly 25,000 followers. Their posts collectively garnered 258,915 impressions and 37,052 engagements, proving that the content was resonating with their target audience.
Overall, the company’s social media presence surged, with a total audience growth of 46.43%, bringing them to 25,783 followers across LinkedIn, Facebook and Instagam. Engagement numbers reached 46,737 interactions, and their content generated over 312,416 impressions—a clear indication that their messaging was working.
Beyond the metrics, the impact was tangible as well.
The company successfully hired dozens of new employees, including functional analysts—a notoriously difficult role to fill. Their employee advocacy program also took shape, with 9 engaged employees ready to start building their personal brands and promote the company. To be continued...
“Willow is a very user-friendly tool for social media planning. Moreover, you'll get consultation sessions with a social media expert as part of your package. That’s particularly valuable as it provides an external perspective on your social media content, offering practical advice for improvement.”
Ready to transform your social media presence? If your company is struggling with employer branding, employee advocacy, or social media strategy, Willow can help. Book a demo today and see how you can leverage social media with expert guidance and AI-powered tools.
