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Content machine for De Wervingsfabriek
Company: De Wervingsfabriek & HR Fabric
Sector: B2B HR & Recruitment for (sustainable) scale‑ups
Stage: Growing from 20 → 30 FTE
Challenge: No marketing owner, strategy or content engine to support ambitious growth targets
Outcome: Full GTM & content foundation: 2 brands, consistent presence, measurable visibility and inbound lift
Time to impact: ~12 months fractional marketing partnership
The challenge
De Wervingsfabriek is a fast‑growing HR and recruitment scale‑up, with ambitious goal to have 70% of their clients be sustainable scale ups, with the aim to speed up the energy transition.
They are experts at building and professionalising HR and recruitment functions for fast growing companies (like Landlife, Growhy, iwell, Quatt, Crisp and Lucend). But their own marketing wasn’t ready for their ambitions. On top of that, they aimed to launch a new brand to separate out their HR services: HR Fabric.
The method
As fractional Marketing Manager, Nick was responsible for both strategy formation and initial execution. Together with the founders and key team members, we:
Ran a focused marketing & Go‑To‑Market working session to clarify goals, audiences and priorities, and set two core targets.
Used The Unsustainables-framework to define a clear value proposition, ICP, target audiences, channels and segments for both De Wervingsfabriek and the new brand HR Fabric.
Wrote and executed on a pragmatic marketing plan and content strategy.
Built a content planning resulting in a repeatable content engine churning out high-quality, expert-level content.
Scripted, shot and launched a LinkedIn thought leadership video campaign across ~800 companies and 940 contacts.
Introduced and supported new tools and programs (e.g. video formats, keyword research, outreach automation, thought leadership ads).
Trained the internal (leadership) team so they created content themselves, resulting in what’s called a ‘content ecosystem’ LinkedIn-approach.
Coached the new marketing hire to internalize the knowledge.
The results
In roughly a year, De Wervingsfabriek moved from ad‑hoc marketing to a solid, scalable GTM foundation for both brands.
Content & presence: 35+ cornerstone content items, 237+ social posts for 2 brands and 3 key faces, and multiple new web pages for services, case studies, etc.
Brand visibility: +260% clicks from Google to the website, after 3 months. 411% impressions and 260% engagement of CEO’s LinkedIn content, after 6 months. And new brand HR Fabric launched.
Campaign & demand generation: LinkedIn thought leadership video campaign across ~800 ICP companies.
Immediate inbound effect: client request directly after the HR Fabric website went live. Former and clients reaching out again because “we kept seeing you everywhere” on LinkedIn.
How it felt to work with us
"Nick has been our marketing guru for the past nine months. He's thorough, skilled, and brings a truly integrated marketing strategy to the table. Not just scattered posts, but a complete plan that he implements step by step. Nick is honest, genuine, and besides being great at marketing, he's also a pleasure to work with."
- Roos, Founder, De Wervingsfabriek
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