LinkedIn Content Strategy for Staffing Agency CEOs | Netwarm
LinkedIn playbook · Case study
LinkedIn content strategy for staffing agency CEOs: how a Hoofddorp staffing founder reached 323 employers in 6 weeks
We read the first 100 reactions on each of 14 posts from a Hoofddorp staffing company founder and CEO. 1,307 people, 323 employers. Here is what brings buyers, what brings peers, and the 5 posts we’d publish next.
Max Sawyer · Netwarm··11 min read
The creator in this case studyA Hoofddorp staffing and recruitment company founder and CEO
Followers27,196
Posts~3 a week
SellsStaffing, recruitment and flexible young talent for employers (students, starters, Gen Z)
PeriodSep 24 – Nov 2
Ideal client: business owners, directors and HR managers at Dutch companies that need people, from SMEs to large employers.The challenge: The CEO reaches far beyond hiring: Gen Z trends, longevity, entrepreneur portraits. The posts travel, and colleagues, recruiters and students react too. Which posts reach the employers who say “personeel nodig?”
Key takeaways
These numbers are from 2 November. Your audience has already moved.
New employers turn Hot every week and others go quiet. Run your free scan to see today’s version, with the names.
1 in 4 readers is an employer.323 business owners, directors and HR managers reacted between 24 September and 2 November: 24.7% of everyone we read.
Labour market posts bring 2x the share.Posts on sick pay and the labour market: 37.7% employers. Gen Z trend posts: 19%.
Reach is big, regulars are few.Only 2 employers came back to 3 posts or more. Most react once and move on, so timing the first message matters.
01
Who actually reads you, and what the LinkedIn algorithm changed
The CEO posts about three times a week, in Dutch: entrepreneur visits, Gen Z and work, the labour market, staying young, and the YoungCapital team. 14 posts between 24 September and 2 November, from 164 to 2,365 reactions each.
The LinkedIn algorithm shows a post to the people who reacted to the last ones, then to people like them. A post about longevity or Gen Z hobbies travels far, but it travels to everyone. Reach can’t tell an employer from a student. Who reacted can. We sorted the first 100 people on each post by role.
14posts in 6 weeks
1,307people reacted
323employers
2came back 3+ times
Audience by roleThe 1,307 people who reacted, by roleFree
Business owners, directors & HR managers323 · 24.7%
Employers are 1 in 4 readers: 323 business owners, directors and HR managers. That is a large buying audience for a staffing company.
201 people are colleagues, recruiters at other agencies, coaches and students. They push reach and they rarely hire. The biggest group, 783 people, are employees in every kind of role: readers, not buyers.
SeniorityAll people who reactedFree
Founder, owner, C-level12.3%
Director, VP2.6%
Manager9.4%
Independent6.6%
Other69.1%
IndustriesEmployers onlyNetwarm
HR, people & talent35.6%
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See all industries and company sizes in your free scan.
These rules come from what worked on the CEO’s own profile, and from the best-performing Dutch posts on hiring, sick pay and the labour market over the last 3 months.
1
Take a side on a rule employers pay for. Sick pay, the waiting day, job ad rules: employers feel these in their own costs. A clear opinion on one of them brings owners and HR managers in, not just readers.On this profile: the 104 weeks of sick pay post reached 48% employers, the highest share. The labour market topic averaged 37.7%.
Put the numbers side by side. “Netherlands: 104 weeks. Spain: 12 days.” Two numbers next to each other make the point before the argument starts.Across the niche: an employment lawyer’s two-line comparison drew 2,083 likes and 307 comments.
Visit the employer, don’t review the brand. The portraits that work are told from the visit: the site, the owner, what they build and who they need. A brand analysis from a distance travels further and brings fewer employers.On this profile: the Wim Beelen visit reached 36.5% employers. The supplement brand’s ultra run post reached 12%.
Show the line employers get wrong. Quote the sentence they wrote in their own job ad (“3 to 5 years of experience”), then show what to write instead. It reads as help, not as a pitch.Across the niche: the “3 to 5 years” post drew 625 likes and 60 comments.
Tell one person’s story from your own team. One colleague, one scene, one lesson. The YoungCapital dinner and the ex-footballers story show the company from the inside, which is what an employer buys.On this profile: the Summer Dinner post reached 38.5% employers, the second highest share.
Tie every Gen Z trend back to the employer. Gen Z habits get reach. They bring employers when the post ends on the decision an employer can make tomorrow: the benefits, the onboarding, the first week.On this profile: Gen Z posts averaged 19% employers. The microlearning post, written for everyone, reached 15%.
When employers read: the best time to post on LinkedIn for staffing agency CEOs
We compared the share of employers by the day each post was published. All 14 posts went out in the same morning slot, so there is no hour to compare.
Share of employers by posting dayAmong the people who reacted to each postFree
39.0%
Mon
19.6%
Tue
13.5%
Wed
32.1%
Thu
17.0%
Sun
Monday (2 posts, 39%) and Thursday (4 posts, 32.1%) brought the highest share of employers. Tuesday had the most posts, 5, and 19.6%. With 1 to 5 posts per day, read this as a direction, not a law.
Keep the morning slot. Put the posts written for employers (labour market, visits, the team) on Monday and Thursday, and keep the Gen Z and longevity posts for Tuesday and Wednesday.
05
5 posts ready to publish to target employers
Each post follows the rules above, in the CEO’s voice and in Dutch. Swap in your own details before posting: the real visit, the real call, the real colleague is what makes it land.
1Ready to postOpinion with numbers
Three things I would change as Minister of EmploymentRule 1 and 2: a side taken on a rule employers pay for, with the numbers side by side. Modelled on the CEO’s own 104 weeks post (48% employers) and Hans Kamerbeek’s “Ziek” post.
Hook
𝗗𝗿𝗶𝗲 𝗱𝗶𝗻𝗴𝗲𝗻 𝗱𝗶𝗲 𝗶𝗸 𝗺𝗼𝗿𝗴𝗲𝗻 𝘇𝗼𝘂 𝘃𝗲𝗿𝗮𝗻𝗱𝗲𝗿𝗲𝗻 𝗮𝗹𝘀 𝗠𝗶𝗻𝗶𝘀𝘁𝗲𝗿 𝘃𝗮𝗻 𝗪𝗲𝗿𝗸𝗴𝗲𝗹𝗲𝗴𝗲𝗻𝗵𝗲𝗶𝗱.Na mijn post over 104 weken loon doorbetalen kreeg ik één vraag het vaakst: oké Hugo, en wat zou jij dan doen?Het FD stelde me die vraag ook al. Dus hier is mijn antwoord. Drie dingen, in deze volgorde.𝟭. 𝗩𝗮𝗻 𝟭𝟬𝟰 𝘄𝗲𝗸𝗲𝗻 𝗻𝗮𝗮𝗿 𝗵𝗲𝘁 𝗘𝘂𝗿𝗼𝗽𝗲𝘀𝗲 𝗴𝗲𝗺𝗶𝗱𝗱𝗲𝗹𝗱𝗲
Duitsland: 6 weken. België en het VK: 30 dagen. Zweden: 14 dagen. Nederland: 104 weken (!?). En bij ruim 78% van het verzuim speelt werk geen directe rol. Een ondernemer met tien mensen in dienst draait twee jaar op voor een risico waar hij vaak niks aan kan doen.𝟮. 𝗗𝗲 𝘄𝗮𝗰𝗵𝘁𝗱𝗮𝗴 𝘁𝗲𝗿𝘂𝗴
Hij staat gewoon in de wet. Toch is hij in ruim 90% van de cao’s weg onderhandeld. In Zweden zie je wat één dag eigen risico doet met het maandagochtend-verzuim.𝟯. 𝗛𝗲𝘁 𝗴𝗲𝘀𝗽𝗿𝗲𝗸 𝗲𝗿𝘃𝗼𝗼𝗿, 𝗻𝗶𝗲𝘁 𝗲𝗿𝗻𝗮
De beste verzuimaanpak begint vóór de ziekmelding. Bij een leidinggevende die weet wat er speelt. Dat kost geen geld, wel aandacht.Dit gaat niet over minder zorg voor mensen die echt ziek zijn. Het gaat erom dat ondernemers weer durven aan te nemen.Want elke vacature die een mkb’er laat liggen uit angst voor twee jaar doorbetalen, is een baan die er niet komt.Ondernemers: welke van de drie maakt voor jou het meeste verschil?
Visual · ImageOne simple table: weeks of sick pay paid by the employer in Germany, Belgium, the UK, Sweden and the Netherlands.Check before postingCheck every figure against your FD interview and the CBS and TNO sources from the 104 weeks post.
The owner who found three mechanics in one SaturdayRule 3: visit the employer and tell it from the shop floor. Modelled on the CEO’s Wim Beelen visit (36.5% employers) and Liana Engibarjan’s “Throw your doors open” post.
Hook
𝗔𝗰𝗵𝘁 𝗺𝗮𝗮𝗻𝗱𝗲𝗻 𝘇𝗼𝗰𝗵𝘁 𝗵𝗶𝗷 𝗲𝗲𝗻 𝗺𝗼𝗻𝘁𝗲𝘂𝗿. 𝗛𝗶𝗷 𝘃𝗼𝗻𝗱 𝗲𝗿 𝗱𝗿𝗶𝗲 𝗼𝗽 éé𝗻 𝘇𝗮𝘁𝗲𝗿𝗱𝗮𝗴.Vorige week was ik op bezoek bij een ondernemer met een technisch installatiebedrijf. 40 man personeel, orderboek vol, en al acht maanden een vacature voor een monteur die niemand invulde.Hij had alles geprobeerd. Vacaturesites. Een hogere salarisschaal. Een wervingsbonus voor zijn eigen mensen.Tot zijn zoon zei: pap, niemand van mijn vrienden weet wat jullie hier eigenlijk doen.Dus gooide hij op een zaterdag de deuren open. Koffie, een rondleiding door de werkplaats, en zijn eigen monteurs die lieten zien waar ze aan werkten.Er kwamen 60 mensen. Drie van hen zijn nu in dienst. Eén ervan is 19 en had nog nooit een meterkast van binnen gezien.Kijk, dit vind ik zo mooi. Jongeren kiezen niet voor een vak waarvan ze het bestaan niet kennen. En 72% van de jonge kantoorwerkers overweegt een praktisch vak, dus de interesse is er echt.Je volgende collega zit misschien al jaren om de hoek. Hij weet alleen niet dat je bestaat.Wanneer heb jij voor het laatst je deuren opengezet?
Visual · PhotoA photo from the visit: the owner and the CEO in the workshop, people in the background.Check before postingUse a real visit and its real numbers (staff, months open, visitors, hires), and ask the owner before naming the company.
Rewarding the assist, not just the goalRule 5: one story from your own team, then the lesson for every employer. Modelled on the CEO’s YoungCapital dinner post (38.5% employers) and Lesley van Opstal’s one-employee story.
Hook
𝗘𝗲𝗻 𝘁𝗲𝗮𝗺 𝘃𝗼𝗹 𝘄𝗶𝗻𝗻𝗮𝗮𝗿𝘀 𝗶𝘀 𝗻𝗼𝗴 𝗴𝗲𝗲𝗻 𝘄𝗶𝗻𝗻𝗲𝗻𝗱 𝘁𝗲𝗮𝗺. 𝗢𝗼𝗸 𝗻𝗶𝗲𝘁 𝗶𝗻 𝗿𝗲𝗰𝗿𝘂𝗶𝘁𝗺𝗲𝗻𝘁.Een paar weken terug vertelden Rowdy en Omar, twee ex-profvoetballers bij YoungCapital NEXT, iets wat me is bijgebleven.Toen Omars bonus afhing van zijn eigen resultaat, ging al zijn aandacht daarheen. Logisch. Daar werd hij op afgerekend.Sinds ze op teamtargets werken, gaat het anders. Heeft Rowdy een betere klik met een kandidaat? Dan voert hij het gesprek. Heeft Omar de beste ingang bij een manager? Dan pakt Omar de telefoon.Ik zie hetzelfde bij veel werkgevers die ik spreek. Ze belonen de individuele topper en vragen zich daarna af waarom niemand elkaar helpt.Drie dingen die wij leerden:👉 Beloon wat het team samen haalt, niet alleen wie scoort.
👉 Laat de beste klik het gesprek voeren, niet de eigenaar van de lead.
👉 Vier de assist net zo hard als de goal.Dit geldt niet alleen voor recruiters. Het geldt voor elk verkoopteam, elke vestiging, elke ploeg in de fabriek.Hoe beloon jij je team: op de goal of op de assist?
Visual · PhotoRowdy and Omar at the office, or the three ex-footballers together.Check before postingAsk Rowdy and Omar if you can quote them again, and keep the three lessons to what your team really does.
We called companies about their own job adRule 4: show the line employers get wrong, then offer the check. Modelled on Jacco Valkenburg’s “3 to 5 years” post. The lead magnet is our pick below.
Hook
“𝗠𝗶𝗻𝗶𝗺𝗮𝗮𝗹 𝟯 𝘁𝗼𝘁 𝟱 𝗷𝗮𝗮𝗿 𝗲𝗿𝘃𝗮𝗿𝗶𝗻𝗴.” 𝗪𝗲 𝗯𝗲𝗹𝗱𝗲𝗻 𝗯𝗲𝗱𝗿𝗶𝗷𝘃𝗲𝗻 𝗼𝗽 𝗵𝘂𝗻 𝗲𝗶𝗴𝗲𝗻 𝘃𝗮𝗰𝗮𝘁𝘂𝗿𝗲.Met ons team bellen we voor Vacaturedienst van Waarde bedrijven op over hun eigen vacature. We scoren op drie dingen: bereikbaarheid, vakkundigheid en service.En eerlijk is eerlijk: ik schrok.Telefoon die niet wordt opgenomen. Een recruiter die niet weet wat de functie inhoudt. En vacatureteksten vol eisen waarvan niemand weet waar ze vandaan komen.“3 tot 5 jaar werkervaring.” Waarom niet 2? Of 7? Het stond in de vorige vacature, dus het staat er weer in.Ondertussen roepen we allemaal dat de arbeidsmarkt krap is. En sturen we de helft van de kandidaten weg op papier.Wat ik werkgevers aanraad:📞 Neem de telefoon op. De eerste indruk van je bedrijf is vaak dat ene gesprek.
🏆 Laat iemand bellen die de functie écht kent.
⭐️ Schrap elke eis die je niet kunt uitleggen.We maakten er een simpele check van: de drie punten waarop wij scoren, met de vragen die we stellen. In tien minuten weet je hoe jouw vacature eruit komt.Wil je hem? Reageer met CHECK en ik stuur hem je toe.
Visual · Short videoA 30-second clip from a Vacaturedienst van Waarde call, with the three scores on screen.Check before postingUse a real call from the series (no company name), and have the check ready before posting: it goes to everyone who comments.
Gen Z learns in 60 seconds, your onboarding takes three daysRule 6: tie the Gen Z trend back to the employer’s decision. Modelled on Laura Bas’ benefits post; the CEO’s own Gen Z habits post reached 15% employers without that link.
Hook
𝗚𝗲𝗻 𝗭 𝗹𝗲𝗲𝗿𝘁 𝗶𝗻 𝟲𝟬 𝘀𝗲𝗰𝗼𝗻𝗱𝗲𝗻. 𝗝𝗼𝘂𝘄 𝗼𝗻𝗯𝗼𝗮𝗿𝗱𝗶𝗻𝗴 𝗱𝘂𝘂𝗿𝘁 𝗱𝗿𝗶𝗲 𝗱𝗮𝗴𝗲𝗻.71% van de jongeren gebruikt socials om buiten school iets nieuws te leren. Een filmpje van een minuut, een vraag aan ChatGPT, een les op Duolingo.En dan begint die jongere bij jou. Met een map van 40 pagina’s, een middag e-learning en een rondleiding waarvan na een week niks meer is blijven hangen.Dat schuurt.Bij YoungCapital zien we elke dag hoe jong talent leert: kort, op het moment zelf, en het liefst van iemand die het voordoet.Drie dingen die ik elke werkgever zou aanraden:📱 Knip je onboarding in korte video’s van een paar minuten. Eén taak per video, opgenomen door je eigen collega’s.📱 Geef elke nieuwe medewerker een buddy die ze alles mogen vragen. Ook de domme vragen.📱 Laat ze leren op het moment dat ze het nodig hebben, niet allemaal in week één.Jongeren zijn niet ongeduldig. Ze zijn gewend dat leren snel gaat.Hoe ziet de eerste week bij jou eruit?
Visual · ImageTwo columns: “how Gen Z learns” (60 seconds, on the phone) vs “a typical first week” (a 40-page binder).Check before postingCheck the 71% source from your microlearning post, and swap in what YoungCapital really does in its own onboarding.
Free forever: unlimited scheduling through LinkedIn’s official API, with images, video and PDF carousels.
06
LinkedIn lead generation: lead magnets that work to target employers
Reactions show interest. A download shows intent. The fastest way to find out which employers are hiring right now is to give them something useful and see who takes it.
In Dutch HR and hiring content, these formats get the most requests:
Format 1The one-page toolA card or template HR and managers can use in their next conversation, given away for a comment.
Format 2The small AI toolA GPT built on the method you use with paying clients, so readers try it in thirty seconds.
Format 3The answer to the question everyone asksThe question prospects ask every week, answered as a short ranked list, with the full guide in the profile.
Our pick for you: “The Vacaturecheck”Built from Vacaturedienst van Waarde, the series where the CEO’s team calls companies about their own job ad and scores them on reachability, expertise and service. One page with the three scores and the questions behind them, so an employer can test their own vacancy in ten minutes. Offer it on post 4: everyone who asks for it is an employer with an open vacancy.With a Reveal link, every person who downloads it is shown by name, with their role and how warm they are. Your first Reveal link is free.Create your free Reveal link
07
From reactions to clients
Content brings employers to the profile. It doesn’t say when to reach out. Most never comment, so they stay invisible, and an owner who reacts to a post about sick pay in October may have signed with another agency by December.
On LinkedIn, the right moment to start a conversation is when someone keeps coming back. We call that Hot: 5 or more points over 90 days, where a reaction counts 1, a repost 2, a download or a reply 4. In this sample, 2 employers came back to 3 posts or more and none has reached Hot yet: on a profile this large, a full scan of every reaction shows who is closest.
Hot right now0 employers · not contacted yetNetwarm
0 employers are Hot. See who to message first.See who’s Hot
First messageAn opener for each Hot person, based on the posts they readNetwarm
Hi Mark, you reacted to my post on 104 weeks of sick pay. Is it holding you back from hiring this year?Hi Sanne, I saw you liked the visit to the workshop. Are you still looking for technical staff?
A first line for each of them, ready to send.See the openers
Netwarm sends nothing for you. It tells you who and when, and you write the message. It also works inside Claude and ChatGPT: ask “Who’s Hot today?” and get the list.
08
FAQ
Posts employers can act on: a clear side on sick pay or job ad rules, a visit to an employer, a story from your own team. On this profile, labour market posts brought 37.7% employers, Gen Z trend posts 19%.
For this CEO, Monday brought the highest share of employers (39%) and Wednesday the lowest (13.5%). Thursday came second with 32.1%. With few posts per day, test it on your own profile.
About three times a week worked here: 14 posts in 6 weeks reached 323 employers. Keep at least two of the three for employers.
Look at who reacts, not how many. Group reactions by role, measure the share of your ideal clients per post, and follow the people who keep coming back. A free Netwarm scan does this for you.
Yes. Netwarm only reads public reactions to your own posts. It never logs in as you, never asks for your password, and never messages anyone for you.
How we made this playbook
We read the public reactions on 14 posts published between 24 September and 2 November 2026: the first 100 reactors on each post, 1,385 reactions from 1,307 people, out of 8,637 reactions in total. Two posts written by other people that tag the creator were left out. Comments were not counted, so engagement figures are a floor.
Niche rules come from top Dutch posts on hiring, HR and the labour market over the last 3 months. Role groups are approximate, read from LinkedIn headlines; a Netwarm scan matches people to your own ideal client.
