Let's be cringe.
Your followers don't want polished. They want real.
Start here

You have two audiences.

One pays the bills. The other fills the room. Every post you make is for one of them.

Audience A · Pays the bills
Companies

They want proof.

Speakers from their team. Packed rooms. Recruiter signal. Two messages every paying partner needs to see in your feed:

This is where the best Belgian students are.
This is where students decide where they want to work.
Audience B · Fills the rooms
Students

They want belonging.

Belonging, opportunity, and a signal they're not behind. Peers' faces. Lessons. FOMO. Proof that AFC opens doors. Four levers to pull:

Lessons Teach something. What did students learn? What did the speaker say?
Proof Show doors opening. Alum landed the job. Internship turned offer.
FOMO Peers were there, you weren't. Faces, energy, the moment.
Scarcity Limited spots, deadlines. "30 spots, applications close Friday."
The rule

Every post is for one of them.

If you can't say which, it's for nobody.

Your last 83 posts · 12 months

Here's what you actually post.

Partners
49%
Events
29%
Internal
19%
Milestones
1%
Other
1%
The plot twist
1% milestones — but it's your highest-scoring category.

You posted 1 milestone all year. It scored 9/10 — your top post. Imagine 12 of those.

Before we go in · The audit method

How we measured this.

83 posts
Sample
Every post AFC published on LinkedIn in the last 12 months. No cherry-picking — full feed, ordered by engagement. May 2025 → April 2026.
5 buckets
Categories
Each post tagged once by primary content focus:
Partners · Events · Internal · Milestones · Other. Tag follows what the post is about, not just who's mentioned.
/10 combined
Score
Each post rated 1–5 on two axes. Sum = combined score out of 10.
Company "Would a paying partner want to be in this room?"
Student "Would I want in / fear I missed it?"
Top hit · Partners
Big 4 Panel Ghent post
01
Big 4 Panel Ghent
159 reactions
10/10 combined
Partners

Named speakers from Deloitte / EY / PwC / KPMG + packed-room photo. AFC is the room where Big 4 talks to Belgian students.

Hit #1 · What's lacking in the copy

The image carries it. The copy doesn't.

What's there
"✨ Throwback to our Big 4 Panel Night ✨"
  • Brand-y opener — nobody talks like that.
  • "Top of the consulting world" — abstract, no faces.
  • No quote, no specific takeaway, no number.
  • The packed room is in the photo — not in the copy.
What would 10× it
  • One quote from a panelist. "EY's Sarah on hiring: 'we're not looking for finance robots.'"
  • One number students remember. "240 students. 4 firms. 90 minutes."
  • One takeaway in the post itself, not just in the panel.
  • First-person voice from someone who attended.
Top hit · Reshare
Capgemini full-circle post
02
Capgemini full-circle
124 reactions
10/10 combined
Partners

Alum returns 3 years later to host a workshop. Reshared from a personal account — not your brand page.

Hit #2 · The twist

Your second-best post wasn't yours.

Why this matters
  • This wasn't on AFC's account. It was Astrid's personal page.
  • Your brand can't write "a full-circle moment." Only people can.
  • Your best content is leaking out through reshares.
  • You don't have a brand voice problem — you have a pipeline problem.
What to do
  • Ask alums + partners + your team to post & tag AFC after every event.
  • Set up a #afcgent / #afcleuven hashtag — make it shareable.
  • Reshare the best ones to your page within 24h.
  • Your team, partners, and alums = your real publishing engine.
Top hit · Sponsor visibility
Coca-Cola Case Night post
03
Coca-Cola Case Night
55 reactions
10/10 combined
Partners

Real corporate problem + Dour tickets handed over by Coca-Cola. The brand visibility is in the photo — not in the copy.

Hit #3 · What's lacking

No faces. No names. No numbers.

What's there
"[Ghent] During our Case Night on 13 November..."
  • "[Ghent]" prefix = tagging convention, not a human voice.
  • "Students had the unique opportunity" — passive, brand-y.
  • "Together with Coca-Cola" — no Coca-Cola brand manager named.
  • No numbers (35 students? 5 teams? Until what time?).
What would 10× it
  • Quote from the Coca-Cola brand manager: "the team that won caught a problem we'd been chasing for months."
  • Name the winning team. Tag the captain. Show their face.
  • "35 students. 5 teams. Until 11pm." Specifics > superlatives.
  • Photo of the moment Dour tickets were handed over (the human gift).
The pattern · 3 of 3 hits

Numbers, numbers, numbers.

159Reactions · Big 4
3 yrsCapgemini full-circle
5Teams · Coca-Cola Night
9/10Top milestone score

If you can count it, count it. Specifics beat superlatives every time. Every one of your top posts has a number. Every one of your weakest doesn't.

Now look outside

What good looks like.

Two formats AFC almost never posts — and one of them is the milestone gap.

Reference · Slush
Slush Top 20 stats
A
"Top 20 stats" — milestone format.

A single graphic. Year-end. Pure data, no clever copy needed. AFC has the data: 600+ students, 4 cases shipped, 50 partners. Just count it.

Inspiration: Recap-by-numbers
Reference · Slush
Slush Spilling tea
B
"Spilling tea" — peer voice.

The headline IS the personality. Gossipy, opinionated, unpolished. AFC could do "behind the scenes of organizing Big 4 Panel" — what we got wrong, what surprised us.

Inspiration: Behind-the-scenes
Lesson 1 of 2
01
Post like a person, not a brand.
Faces > logos. First-person > third-person. Your #2 hit was reshared from a personal account, not your page. Stop trying to sound like a company.
This works for your own LinkedIn too — you'll be on the job market in 12 months.
Lesson 2 of 2 · The framework

Your feed is a show.

The show
Your feed
always running
Season
Pillar 01
monthly episode
Season
Pillar 02
monthly episode
Season
Pillar 03
monthly episode
Season
Pillar 04
monthly episode

4 pillars in rotation. Each drops one episode a month — that's one post a week. Always something to post.

Concretely · 4 starter pillars for AFC

Here's what 4 pillars could look like.

🎯
Pillar 01
Recap-by-numbers
Stat-driven posts. Slush-style milestone graphics. The format that's missing from your feed.
"600 students at Big 4 Panel. 4 firms. 90 minutes."
☕
Pillar 02
Spilling tea
Behind-the-scenes peer voice. Gossipy, opinionated, unpolished. What surprised you, what went wrong.
"What we got wrong organizing Case Night."
🏆
Pillar 03
Alumni wins
Celebrate what alumni / students / team members achieved. Real names, real outcomes, real proof of doors opening.
"Astrid joined AFC in 2022. Today she's at Capgemini Invent."
📰
Pillar 04
Curation
Anything else. Industry takes, news commentary, recommended reads with AFC's hot take. Catch-all for the week's pulse.
"This consulting hiring report says X. Here's what we see."
We built a tool that makes this easy

Pillars, episodes, schedule — in one place.

No more "what do we post on Friday?" Pick the pillar, draft, schedule, ship.

Willow calendar view showing the weekly content schedule with educational pillar tasks, post drafts, and team collaboration. Sign up for free · app.willow.co →
Your turn · 10 minutes

Build your 3-month plan.

In the next 10 minutes you'll get out of here with: your 4 pillars, 12 weeks of episodes, scheduled in Willow.

Step 1 · Open Claude or ChatGPT, paste this

The prompt.

I run social media for AFC (Academics for Companies), a Belgian
student organization that connects students with companies through
events (career fairs, workshops, info sessions, recruiting drives).

Two audiences:
1. Companies (paying clients) — want proof we have access to top talent
   AND want to be seen as where students decide to work.
2. Students (attendees) — want lessons, proof AFC opens doors, FOMO
   from peers, and scarcity (limited spots, deadlines).

Help me build a 3-month LinkedIn content plan for AFC.

STEP 1 — Content pillars
Before suggesting anything, ask me 3 questions about AFC.
Then propose 4 content pillars. Each pillar must:
- Have a name and a one-line description
- Specify which audience it serves (1, 2, or both)
- Be a repeatable format any team member can produce in <30 min
- Have a distinctive visual hook so it's recognisable

Starter directions you can refine: recap-by-numbers,
spilling tea (behind-the-scenes), alumni wins, curation.

STEP 2 — 12-week plan
Once I confirm the pillars, generate a 12-week schedule:
- 1 episode per week, rotating evenly through the 4 pillars
- Each week: week #, posting date (start [today]), pillar, draft
  headline, audience served, what to capture/produce

STEP 3 — Willow-ready output
Output the final plan as a clean copy-pasteable list:
| Week | Date | Pillar | Headline | Audience | Capture |
Free skill · Free tool

"Ask me 3 questions first."

That one line in the prompt is the trick. It forces the AI to pull context out of you instead of guessing. Works on any task. Use it everywhere.

Step 2 · Sign up free at app.willow.co

Schedule it in Willow.

01
Paste the pillars
Define your 4 content pillars in Willow. They become your weekly rotation.
02
Drop in the 12 weeks
Each row from the AI = a scheduled post in Willow. Date, pillar, draft headline, what to capture.
03
Walk out with a plan
12 episodes queued, 4 pillars assigned, no more "what do we post today?" by Friday.
For after the workshop

Steal these.

PROMPT 01
Caption rewrite
Here's a draft post: [paste]. Rewrite it as if a 24-year-old student wrote it. First-person, conversational, no jargon, under 60 words. Keep the core message.
PROMPT 02
De-cringe guard
Here's a draft post: [paste]. Tell me if it sounds like a brand or a person. If brand, rewrite it as a person. If too try-hard, tell me what to cut.
PROMPT 03
Quote-puller
Here's the transcript / notes from [event]: [paste]. Pull out the 3 most quotable lines. For each, suggest a LinkedIn caption that turns it into a milestone-style post.
One more thing · Meme of the day

You, after discovering Claude.

(Now go post. Cringe is fine. Silent isn't.)

AFC DAY · Organic Social
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