The challenge
Hallowes was a 60-person operations consultancy competing against firms twenty times their size. They had a firm-branded LinkedIn page posting three times a week (case study summaries, thought leadership, event announcements), and it reached almost nobody. Meanwhile their partners had strong, specific opinions about how operations transformations fail, which they voiced constantly in client meetings and had never published. The content budget was going into producing material with the firm's name on it and none of the firm's personality.
What we did
Moved the same ideas to personal accounts
Company pages have structurally lower organic reach than individuals on LinkedIn, and consulting buyers hire people, not logos. We stopped the firm page program and moved the same expertise to four partner accounts.
Interviewed them instead of asking them to write
Forty-five minutes recorded every two weeks per partner, turned into posts by a writer who understood the domain. Partners approved instead of drafting, which is the only version that survived past month three in their previous attempt.
Made them take positions
The firm-page content had been carefully inoffensive. We pushed each partner toward the specific things they actually believed and other consultants would dispute. That's what made the posts worth reading and worth arguing with in the comments.
Routed the inquiries properly
Inbound arrived in partners' DMs, which is where it died previously. A simple triage process moved it into the firm's pipeline with attribution intact.
The result
Inbound qualified inquiries grew 340% and social now accounts for 31% of new business. The total partner time cost is roughly three hours every two weeks across four people. The firm page still exists and still reaches nobody, which we left alone deliberately as a control.
What result did Hallowes Partners get? +340% in inbound qualified inquiries over 11 months, completed in 2026.
“The uncomfortable part was being told our content was inoffensive to the point of being pointless. They wanted us to say things competitors would disagree with. That felt risky for a consultancy and it turned out to be the only thing that worked.”
Figures reflect real engagement outcomes at the time they were measured. This is a demonstration build — the client name and identifying details above are illustrative.