I make companies easier to join, harder to leave.

The longer version

Thirty years across communication, brand and creative direction. International brands, scale-ups, creative production. Increasingly with companies that build, install and maintain — energy, engineering, installation.

The same question shows up everywhere. Not ‘how do we sell more’, but ‘how do we find and keep the right people’. Good engineers, technicians and skilled hands are scarce. Finding them is hard. Keeping them is harder.

That's the work I do. I make a company easier to join and harder to leave — with a sharp story that's true and that sticks.

How I work

Listen first, broadcast later.

I don't start with a campaign. I start with my own interview method — pulling the real story and culture out of your people: leadership, stakeholders, the skilled hands who carry the work.

The story becomes the positioning.

What surfaces, I turn into one sharp positioning: why people choose you, and why they stay. Not an invented slogan — the story that's already there, made sharper.

Then I execute it.

Labour-market communication, internal communication, external communication, change. Strategy, story and execution — in one pair of hands.

One point of contact.

No agency, no deck left on the shelf, no middle layer. You hire me, and I stay until it works. I can do that alone, fast and at a fair price, because there's a system underneath that handles the logistics. That system isn't what I'm selling — it's the reason I can deliver on it.

What I believe

A people problem is almost never an advertising problem. You can't advertise your way out of a culture that doesn't hold, and you don't keep people with a clever job ad.

The real story is already inside, with the people who do the work. My job is to find it, sharpen it, and tell it so the right people come — and stay.

Who I work with

Companies that build, install and maintain — energy, engineering, installation, utilities. Organisations that need skilled people and compete hard for them.

Among them Feenstra, the national installation company, and WIND. Companies that don't want advice that ends up in a drawer, but a story that pulls people in and keeps them.

Easier to join. Harder to leave.

Where I work

Amsterdam-based. Working across the Netherlands, and beyond where the work calls for it. Focus on energy, engineering and installation — but the principle holds anywhere you need good people.