Case Study — Web3 / Fintech Recruitment
Andrew Phillips — Axiom Recruit
How a firm that knew its worth generated 900K+ impressions and added 17K+ followers in seven months.
900K+
Impressions generated
across seven months of strategic content
17K+
New followers added
an audience built around category expertise
Top 50
Recruitment leaders in Asia
Digital Assets, Fintech & AI
Where we met
A boutique Web3 and Fintech recruitment firm that knew they were good, and couldn't make the market see it.
Axiom Recruit reached out in early 2026, through Lumi, their co-founder. Axiom is a boutique Web3 and Fintech recruitment agency placing niche and C-suite roles across the market. They've been in Web3 since 2019, and their whole point of difference is that everyone there is a senior, seasoned recruiter, with no churn and no juniors learning on the job.
They knew they were good. That part was never in doubt. What they couldn't work out was why nobody outside their existing client list knew it yet.
Andrew Phillips — Axiom Recruit
The Surface Problem
On paper they had everything. Their presence reflected almost none of it.
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Posting was inconsistent. One person carried the entire account.
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There was no content calendar and no system behind any of it.
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Engagement was mild, and rarely from the people who actually mattered.
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Their best-performing post ever only took off because an external brand happened to share it. They had never been able to repeat it.
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The technical, industry-specific posts, the ones meant to show expertise, consistently underperformed.
“We just don't have the right reach. We know we are good, but we need to be able to let others know too, and this is where we are struggling.”
— Andrew Phillips, Founder, Axiom Recruit
The Frustration Underneath
The hardest kind of stuck is knowing you're excellent and watching the market not notice.
Axiom was doing genuinely good work. They just weren't being seen doing it. Every week their presence stayed quiet was a week a louder, less experienced competitor looked like the bigger name.
They wanted to be the firm everyone in the space recognizes. They wanted institutional clients. And they could feel exactly how far their visibility lagged behind their actual reputation.
Profile appearances up 191% in 7 days
The Objections
Andrew and the team were clear about what they didn't want.
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No clichés or corporate fluff.
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Nothing with crypto-bro energy, speculative price talk, or the kind of noise that makes serious people tune out.
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Nothing that sounded like a template.
What they wanted was a voice that stayed professional while still feeling human, warm, and easy to talk to. The voice of a seasoned expert you'd actually want a conversation with. That's a narrow target, and most content blows straight past it in one direction or the other.
How We Came In
The first thing I did was look for the real problem, before writing a single post.
Before any content went out, we locked the foundation: who Axiom is in the market, how that should sound, and which specific themes would actually reach the right people. From there, we built a content system around five clear pillars: the talent market, hiring, leadership, the state of Web3, and Andrew's own perspective.
Then came the part that made it sustainable.
The System I Built
Andrew is busy. So rather than asking him to find time he doesn't have, I built systems that work around how he already operates.
Voice note to content
A few minutes of Andrew answering specific questions by voice turns into one to two weeks of content, all rooted in his real experience and his genuine read on the market.
Transcript-to-content AI system
His existing call transcripts feed into a system trained on Axiom's strategy and voice, which produces drafts that I review and edit before anything is published. Andrew's knowledge always makes it to the page, and it never takes over his calendar.
The Results
Seven months in, the visibility now matches the expertise.
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More than 900K impressions generated across seven months, while sustaining an average of roughly 100K impressions a month
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More than 17K new followers added, building a much larger audience around Axiom's category expertise
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Cited as a top 50 recruitment leader in Asia across Digital Assets, Fintech, and AI
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Real clarity on positioning, voice, and message, the foundation that had been missing entirely
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Engagement that finally came from the right people, industry voices asking real questions instead of vanity likes
Cited as a top 50 recruitment leader in Asia, Digital Assets, Fintech & AI
103,419 impressions in 28 days, up 25.8% on the prior period
22,024 total followers, with new followers climbing over the last 28 days
39,269 profile appearances, 84.6% of them driven by content
The Close
Axiom always had the expertise. What they didn't have was a way to make the market see it without it costing Andrew his week.
We built that. Now the reputation and the visibility finally match.
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