Turning X4’s Recruiters Into Recognised Voices on LinkedIn.
Building a consultant-led thought leadership strategy that turned specialist expertise into 220% growth in impressions.
Client Background
X4 Group connects organisations with specialist talent across four distinct brands and international markets.
Their consultants sit close to those markets every day: speaking to candidates, advising clients and seeing shifts in demand before they become obvious. That gave X4 a significant source of expertise already inside the business.
The opportunity was to turn that expertise into a visible, credible point of view, strengthening both individual consultant profiles and X4’s authority within its specialist markets.
2008
Founded
4
Specialist Brands
100+
Consultants
UK, US, Germany
Regions
The Challenge
X4 had the expertise. The challenge was turning it into market influence.
Across X4’s specialist brands, consultants had different areas of expertise, audiences and commercial priorities. A one-size-fits-all content programme risked flattening those differences, creating more activity on LinkedIn without necessarily creating more authority.
TheLEAP’s role was to uncover what each consultant could credibly own, connect those perspectives to the audiences X4 wanted to influence, and build a repeatable system for turning everyday market knowledge into valuable thought leadership.
Building the Thought Leadership Engine
Positioning & Voice
Define what each consultant could credibly own
Workshop
We worked directly with participating consultants to understand their specialist expertise, commercial focus, audience and perspective.
From that, we developed individual positioning and voice frameworks – giving each consultant a clear territory to build recognition around, without losing the personality that made their perspective credible.
01
Content Strategy
Turn expertise into commercially relevant conversations
Structure & tone
We translated each consultant’s positioning into clear content pillars and recurring themes, connecting their knowledge with the questions, challenges and conversations happening in their market.
Rather than creating content for content’s sake, every theme had a role: build authority, create relevance and give the right audiences a reason to engage.
02
Activation & Optimisation
Build consistency without manufacturing a personal brand
Runs with minimal input
TheLEAP turned consultant insight into a consistent publishing rhythm, then used performance and qualitative feedback to refine topics, formats and angles over time.
The result was a scalable model that maintained individual voices while giving X4 a more consistent and visible presence across its specialist markets.
03
The Results
From expertise to measurable market visibility
The programme didn’t simply increase content output. It increased the visibility of X4’s consultants and created stronger signals of authority around the expertise they wanted to be known for.
100 
26 
6
78 24 3
44 7
Business Impact
216933
Combined impressions across the group in Q1 - up 220%
1027
Reactions (+76%)
4820
New followers
That growth translated into real commercial conversations, not just numbers on a dashboard.
FROM CONSULTANT TO RECOGNISED MARKET VOICE
Sam Kent – TIC Team Consultant
Sam’s content strategy focused his LinkedIn presence around the specialist conversations where he had genuine authority, X4’s strongest individual performance, with direct evidence his content was influencing conversations beyond LinkedIn.
CREATING CONVERSATIONS, NOT JUST REACH
Simon Matthews – Consultant
Simon’s content generated multi-senior-level conversations with prospects and clients, demonstrating the value of a strategy designed around relevant market dialogue rather than simply increasing posting frequency.
BUILDING RECOGNITION WITHIN HIS NICHE
Jack Matthews – Consultant
Jack’s positioning helped establish a clearer voice within his specialist market, earning recognition from industry peers and influencers and generating direct engagement with his content.
What made it work
The strongest results came from the consultants who engaged most deeply with the process.
That mattered. The strategy wasn’t designed to manufacture thought leaders from the outside. It gave X4’s consultants the positioning, structure and editorial support to make the expertise they already had more visible.
As participation increased, so did consistency, engagement and reach, giving X4 a repeatable model for building consultant-led authority across the wider group.
Your consultants already have the expertise. We help turn it into market authority.
Build a consultant-led thought leadership strategy with theLEAP.
