Generated New Search Inquiries, Referrals, and 350K+ Impressions

Ross Cohen is Managing Partner at Brinc Search Partners, an executive search and recruiting firm specializing in financial services and sponsor-backed companies.

Ross had spent years building relationships and developing deep expertise in the market. But much of that knowledge lived in conversations with clients, candidates, and colleagues. Hardly ever finding its way outside his mind or conference rooms.

Once Ross began posting consistently with Windmill Growth, that started to change.

Several people he’d known for years reached out about searches for the first time, and referrals to potential clients began rolling in.

“It was several that called me the second they started seeing our content.”

Alongside those conversations, that consistent presence has also generated 350,919 impressions, 2,569 engagements, and 997 new followers all within two months.

The Challenge

Deep expertise, but paralysis by analysis.

Ross had years of recruiting experience and a wealth of insights to share, but turning them into LinkedIn content wasn’t part of his routine. He wasn’t naturally inclined to promote himself (or his expertise) online, and overthinking made it difficult to get started.

“I don’t use social media. I don’t use online platforms to put my name out there. I just get paralyzed by thinking about it.”

Limited bandwidth.

Building Brinc while running executive searches left little time for planning content, curating posts, and managing the ongoing work required to grow an audience.

“I only have so much bandwidth in a day.”

Turning everyday expertise into consistent content.

Ross had no shortage of material. Every week brought new searches, candidate conversations, client challenges, and observations about the recruiting industry.

The challenge was identifying which of those everyday experiences could become compelling content and communicating them consistently in a way that still sounded like him.

Why Windmill

• A collaborative process built around Ross’s voice. Calls gave Ross space to share what was happening in his business. Together, Ross and Windmill shaped those experiences, ideas, and opinions into strategic content.

• Guidance that made posting easier. Windmill created a framework for what to share and how to communicate it, reducing the overthinking that had held him back.

• A steady source of content ideas. Regular conversations surfaced fresh angles from Ross’s day-to-day work, streamlining the process into actionable items.

• Strategy and execution behind the scenes. Ross brought the market knowledge, stories, and point of view. Windmill handled the strategy, refinement, and ongoing execution needed to turn them into a consistent LinkedIn presence.

“It’s nice to have somebody that’s able to hear our day-to-day, our week-to-week of what’s going on, and be able to curate these posts together.”

The Transformation

Consistent visibility kept Ross and Brinc top of mind with his existing network.

People who already knew him but have never considered talking about his knowledge started reaching out. Ross also reported indirect referrals to potential clients.

While he couldn’t attribute each inquiry to a specific post or quantify the financial ROI, he noticed the conversations beginning as soon as consistent posting started.

Metric	Results
Search inquiries	Several existing contacts reached out
Referrals	New indirect referrals to potential clients
Impressions	350,919 — up 10,714%
Engagements	2,569 — up 3,852%
Followers	997 added — up 16%

For Ross, the value extended beyond reach.

LinkedIn became a practical way to make his expertise visible and stay top of mind with the clients, candidates, and relationships he had spent years building. He managed to transform LinkedIn into a whole go-to-market channel without taking his attention away from running Brinc.

“[LinkedIn] requires a ton of thought and meticulous attention to detail.”

When asked whether he would recommend Windmill to other founders, his answer was clear:

“Absolutely would not hesitate.”