Case Study: Manhattan Group achieves 500,000+ engaged followers and significant market‑share growth with Hootsuite

How Axel Became One of the Most Successful and Influential Recruiters Worldwide

Manhattan Group, a Melbourne‑based executive search firm specializing in hospitality, needed to build a strong web presence to reach global clients and candidates after CEO John D. Ortner tasked General Manager Axel Koster in 2009 with growing the firm’s online footprint and market share. The challenge was to use social media not just for broadcasting jobs but to connect authentically across diverse international audiences and make recruiting more efficient.

Axel developed a personal and professional brand with platform‑specific tactics (e.g., #AxelJob, #AxelHappy), prioritized listening and engagement, and used Hootsuite to manage and scale activity. The strategy drove rapid growth—over half a million followers, about 8,000 new followers per month, the most‑followed recruiter on Twitter and a top 1% LinkedIn profile—resulting in greater market share, faster candidate connections, and stronger client partnerships worldwide.

Manhattan Group

John D. Ortner

CEO