{"id":4879,"date":"2025-12-29T14:37:14","date_gmt":"2025-12-29T13:37:14","guid":{"rendered":"https:\/\/www.antenno.com\/?p=4879"},"modified":"2026-10-08T16:13:09","modified_gmt":"2026-10-08T14:13:09","slug":"hoe-employer-branding-groei-versnelt-bij-abn-amro-belgie","status":"publish","type":"post","link":"https:\/\/www.antenno.com\/en\/hoe-employer-branding-groei-versnelt-bij-abn-amro-belgie\/","title":{"rendered":"Hoe employer branding groei versnelt bij ABN AMRO Belgi\u00eb"},"content":{"rendered":"<style>.kb-row-layout-id4879_fcc88e-41 > .kt-row-column-wrap{align-content:start;}:where(.kb-row-layout-id4879_fcc88e-41 > .kt-row-column-wrap) > .wp-block-kadence-column{justify-content:start;}.kb-row-layout-id4879_fcc88e-41 > .kt-row-column-wrap{column-gap:80px;row-gap:var(--global-kb-gap-md, 2rem);padding-top:var(--global-kb-spacing-sm, 1.5rem);padding-bottom:var(--global-kb-spacing-sm, 1.5rem);grid-template-columns:repeat(2, minmax(0, 1fr));}.kb-row-layout-id4879_fcc88e-41 > .kt-row-layout-overlay{opacity:0.30;}@media all and (max-width: 1024px){.kb-row-layout-id4879_fcc88e-41 > .kt-row-column-wrap{grid-template-columns:repeat(2, minmax(0, 1fr));}}@media all and (max-width: 767px){.kb-row-layout-id4879_fcc88e-41 > .kt-row-column-wrap{grid-template-columns:minmax(0, 1fr);}}<\/style><div class=\"kb-row-layout-wrap kb-row-layout-id4879_fcc88e-41 alignnone wp-block-kadence-rowlayout\"><div class=\"kt-row-column-wrap kt-has-2-columns kt-row-layout-equal kt-tab-layout-inherit kt-mobile-layout-row kt-row-valign-top\">\n<style>.kadence-column4879_126198-09 > .kt-inside-inner-col,.kadence-column4879_126198-09 > .kt-inside-inner-col:before{border-top-left-radius:0px;border-top-right-radius:0px;border-bottom-right-radius:0px;border-bottom-left-radius:0px;}.kadence-column4879_126198-09 > .kt-inside-inner-col{column-gap:var(--global-kb-gap-sm, 1rem);}.kadence-column4879_126198-09 > .kt-inside-inner-col{flex-direction:column;}.kadence-column4879_126198-09 > .kt-inside-inner-col > .aligncenter{width:100%;}.kadence-column4879_126198-09 > .kt-inside-inner-col:before{opacity:0.3;}.kadence-column4879_126198-09{position:relative;}@media all and (max-width: 1024px){.kadence-column4879_126198-09 > .kt-inside-inner-col{flex-direction:column;justify-content:center;}}@media all and (max-width: 767px){.kadence-column4879_126198-09 > .kt-inside-inner-col{flex-direction:column;justify-content:center;}.kadence-column4879_126198-09, .kt-inside-inner-col > .kadence-column4879_126198-09:not(.specificity){margin-right:0%;}}<\/style>\n<div class=\"wp-block-kadence-column kadence-column4879_126198-09 inner-column-1\"><div class=\"kt-inside-inner-col\">\n<p class=\"wp-block-paragraph\">ABN AMRO Belgi\u00eb heeft een duidelijke ambitie: groeien binnen corporate en private finance. Die strategische focus vraagt om de juiste mensen.<\/p>\n\n\n\n<p class=\"wp-block-paragraph\">De bank investeerde gericht in hun werkgeversmerk om <strong>nieuw talent aan te trekken, medewerkers sterker te verbinden, retentie te verhogen en trots te versterken. <\/strong>Tegelijk wilden ze de afhankelijkheid van externe headhunters structureel verlagen.<\/p>\n\n\n\n<p class=\"wp-block-paragraph\">Wat ABN AMRO Belgi\u00eb typeert, is een sterk verankerde cultuur van vooruitdenken en samenwerken als <em>one bank<\/em>. Die EVP en merkidentiteit lagen echter grotendeels vast op groepsniveau in Nederland.<\/p>\n\n\n\n<h2 class=\"wp-block-heading\">De employer branding-uitdaging<\/h2>\n\n\n\n<p class=\"wp-block-paragraph\">De uitdaging? Binnen die bestaande krijtlijnen een onderscheidend en lokaal relevant werkgeversverhaal ontwikkelen dat Belgisch talent aanspreekt en de strategische groeidoelstellingen ondersteunt. Antenno vertaalde de centrale EVP naar een herkenbaar Belgisch employer brand en werkte een resultaatgerichte contentstrategie uit die cultuur en ambities zichtbaar maakt.<\/p>\n\n\n\n<h2 class=\"wp-block-heading\">Van EVP naar een onderscheidend werkgeversverhaal<\/h2>\n\n\n\n<p class=\"wp-block-paragraph\">We deden diepte-interviews met het management en focusgroepen met medewerkers. Met deze input bouwden we het werkgeversverhaal rond vier cultureel verankerde pijlers: zinvol impact maken als MogelijkMaker, samenwerken over teams heen als <em>one bank<\/em>, ondernemend en onderzoekend denken, en een open dialoog gebaseerd op vertrouwen en eigenaarschap.<\/p>\n\n\n\n<p class=\"wp-block-paragraph\">Die pijlers vormen vandaag het kompas voor communicatie en rekrutering. ABN AMRO Belgi\u00eb kijkt daarbij verder dan louter ervaring of competenties. De match met mindset, samenwerking en verantwoordelijkheid opnemen weegt minstens even zwaar als technische expertise.<\/p>\n\n\n\n<p class=\"wp-block-paragraph\"><strong><a href=\"https:\/\/www.antenno.com\/case\/abn-amro-in-belgie-is-waar-het-gebeurt\/\">Lees hier de volledige case<\/a><\/strong>.<\/p>\n\n\n\n<h2 class=\"wp-block-heading\">Employer branding content die cultuur zichtbaar maakt<\/h2>\n\n\n\n<p class=\"wp-block-paragraph\">Een werkgeversverhaal blijft abstract tot je het toont. Daarom ontwikkelde Antenno een contentstrategie die vertrekt vanuit medewerkers en hun dagelijkse realiteit. <a href=\"https:\/\/careers.abnamro.be\/blogs\" data-type=\"link\" data-id=\"https:\/\/careers.abnamro.be\/blogs\">De blogs<\/a> tonen concreet hoe ondernemerschap, samenwerking en klantgerichtheid eruitzien op de werkvloer.<\/p>\n\n\n\n<p class=\"wp-block-paragraph\">Deze employer branding content spreekt het juiste talent aan en filtert tegelijk kandidaten die minder bij de cultuur passen. De verhalen vormen de basis voor blogs, video\u2019s en social content.<\/p>\n\n\n\n<p class=\"wp-block-paragraph\">We koppelen de content bewust aan businessprioriteiten, zoals groei in private banking en nieuwe expertisedomeinen. Zo versterken employer branding en zakelijke positionering elkaar.<\/p>\n<\/div><\/div>\n\n\n<style>.kadence-column4879_1d4fc3-9e > .kt-inside-inner-col{padding-top:0px;}.kadence-column4879_1d4fc3-9e > .kt-inside-inner-col,.kadence-column4879_1d4fc3-9e > .kt-inside-inner-col:before{border-top-left-radius:0px;border-top-right-radius:0px;border-bottom-right-radius:0px;border-bottom-left-radius:0px;}.kadence-column4879_1d4fc3-9e > .kt-inside-inner-col{column-gap:var(--global-kb-gap-sm, 1rem);}.kadence-column4879_1d4fc3-9e > .kt-inside-inner-col{flex-direction:column;}.kadence-column4879_1d4fc3-9e > .kt-inside-inner-col > .aligncenter{width:100%;}.kadence-column4879_1d4fc3-9e > .kt-inside-inner-col:before{opacity:0.3;}.kadence-column4879_1d4fc3-9e{position:relative;}@media all and (max-width: 1024px){.kadence-column4879_1d4fc3-9e > .kt-inside-inner-col{flex-direction:column;justify-content:center;}}@media all and (max-width: 767px){.kadence-column4879_1d4fc3-9e > .kt-inside-inner-col{flex-direction:column;justify-content:center;}}<\/style>\n<div class=\"wp-block-kadence-column kadence-column4879_1d4fc3-9e inner-column-2\"><div class=\"kt-inside-inner-col\"><style>.wp-block-kadence-image.kb-image4879_0f3656-40:not(.kb-specificity-added):not(.kb-extra-specificity-added){margin-bottom:var(--global-kb-spacing-xxl, 5rem);}.kb-image4879_0f3656-40:not(.kb-image-is-ratio-size) .kb-img, .kb-image4879_0f3656-40.kb-image-is-ratio-size{padding-bottom:var(--global-kb-spacing-sm, 1.5rem);}.kb-image4879_0f3656-40 .kb-image-has-overlay:after{opacity:0.3;}<\/style>\n<figure class=\"wp-block-kadence-image kb-image4879_0f3656-40 size-large\"><img decoding=\"async\" width=\"1024\" height=\"768\" src=\"https:\/\/www.antenno.com\/wp-content\/uploads\/2025\/10\/IMG_3515-1024x768.webp\" alt=\"\" class=\"kb-img wp-image-4681\" srcset=\"https:\/\/www.antenno.com\/wp-content\/uploads\/2025\/10\/IMG_3515-1024x768.webp 1024w, https:\/\/www.antenno.com\/wp-content\/uploads\/2025\/10\/IMG_3515.webp 1200w\" sizes=\"(max-width: 1024px) 100vw, 1024px\" \/><figcaption>Employer branding is bruggen bouwen tussen mensen en organisatie.<\/figcaption><\/figure>\n\n\n\n<h2 class=\"wp-block-heading\">Meetbare resultaten<\/h2>\n\n\n\n<p class=\"wp-block-paragraph\">De combinatie van het vernieuwde werkgeversmerk, de inspanningen van het HR-team en de gerichte EB-acties levert vandaag duidelijk effect op:<\/p>\n\n\n\n<ul class=\"wp-block-list\">\n<li>instroom via de website en LinkedIn meer dan verdubbeld<\/li>\n\n\n\n<li>referrals verdubbeld<\/li>\n\n\n\n<li>afhankelijkheid van externe rekruteringspartners gehalveerd<\/li>\n\n\n\n<li>interne mobiliteit gestegen<\/li>\n<\/ul>\n\n\n\n<p class=\"wp-block-paragraph\"><strong>Kort gezegd: <\/strong>meer spontane instroom, betere match, lagere kosten.<\/p>\n\n\n<style>.kadence-column4879_22abf8-a7 > .kt-inside-inner-col,.kadence-column4879_22abf8-a7 > .kt-inside-inner-col:before{border-top-left-radius:0px;border-top-right-radius:0px;border-bottom-right-radius:0px;border-bottom-left-radius:0px;}.kadence-column4879_22abf8-a7 > .kt-inside-inner-col{column-gap:var(--global-kb-gap-sm, 1rem);}.kadence-column4879_22abf8-a7 > .kt-inside-inner-col{flex-direction:column;}.kadence-column4879_22abf8-a7 > .kt-inside-inner-col > .aligncenter{width:100%;}.kadence-column4879_22abf8-a7 > .kt-inside-inner-col:before{opacity:0.3;}.kadence-column4879_22abf8-a7{position:relative;}@media all and (max-width: 1024px){.kadence-column4879_22abf8-a7 > .kt-inside-inner-col{flex-direction:column;justify-content:center;}}@media all and (max-width: 767px){.kadence-column4879_22abf8-a7 > .kt-inside-inner-col{flex-direction:column;justify-content:center;}}<\/style>\n<div class=\"wp-block-kadence-column kadence-column4879_22abf8-a7\"><div class=\"kt-inside-inner-col\">\n<h2 class=\"wp-block-heading\"><strong>Inhouse versterking als versneller<\/strong><\/h2>\n\n\n\n<p class=\"wp-block-paragraph\">Momenteel versterkt Antenno ABN AMRO Belgi\u00eb ook inhouse op vlak van employer branding en communicatie. Die nauwe samenwerking zorgt voor snelheid, context en een sterke interne verankering.<\/p>\n<\/div><\/div>\n\n\n<style>.kadence-column4879_ca2976-ec > .kt-inside-inner-col,.kadence-column4879_ca2976-ec > .kt-inside-inner-col:before{border-top-left-radius:0px;border-top-right-radius:0px;border-bottom-right-radius:0px;border-bottom-left-radius:0px;}.kadence-column4879_ca2976-ec > .kt-inside-inner-col{column-gap:var(--global-kb-gap-sm, 1rem);}.kadence-column4879_ca2976-ec > .kt-inside-inner-col{flex-direction:column;}.kadence-column4879_ca2976-ec > .kt-inside-inner-col > .aligncenter{width:100%;}.kadence-column4879_ca2976-ec > .kt-inside-inner-col{background-color:rgba(103, 155, 248, 0.29);}.kadence-column4879_ca2976-ec > .kt-inside-inner-col:before{opacity:0.3;}.kadence-column4879_ca2976-ec{position:relative;}@media all and (max-width: 1024px){.kadence-column4879_ca2976-ec > .kt-inside-inner-col{flex-direction:column;justify-content:center;}}@media all and (max-width: 767px){.kadence-column4879_ca2976-ec > .kt-inside-inner-col{flex-direction:column;justify-content:center;}}<\/style>\n<div class=\"wp-block-kadence-column kadence-column4879_ca2976-ec\"><div class=\"kt-inside-inner-col\">\n<blockquote class=\"wp-block-quote is-layout-flow wp-block-quote-is-layout-flow\">\n<h3 class=\"wp-block-heading\"><strong>\"<\/strong>Ik werk er enorm graag. De cultuur bij ABN AMRO Belgi\u00eb is open en constructief. Mensen helpen elkaar spontaan. Wat we extern vertellen, klopt volledig met hoe het intern voelt.\"<\/h3>\n<cite>Marjolein Bamps, inhouse projectmanager communicatie Antenno<\/cite><\/blockquote>\n<\/div><\/div>\n<\/div><\/div>\n\n<\/div><\/div>\n\n<style>.kb-row-layout-id4879_b2a793-e4 > .kt-row-column-wrap{align-content:start;}:where(.kb-row-layout-id4879_b2a793-e4 > .kt-row-column-wrap) > .wp-block-kadence-column{justify-content:start;}.kb-row-layout-id4879_b2a793-e4 > .kt-row-column-wrap{column-gap:var(--global-kb-gap-md, 2rem);row-gap:var(--global-kb-gap-md, 2rem);padding-top:var(--global-kb-spacing-sm, 1.5rem);padding-bottom:var(--global-kb-spacing-sm, 1.5rem);grid-template-columns:minmax(0, 1fr);}.kb-row-layout-id4879_b2a793-e4 > .kt-row-layout-overlay{opacity:0.30;}@media all and (max-width: 1024px){.kb-row-layout-id4879_b2a793-e4 > .kt-row-column-wrap{grid-template-columns:minmax(0, 1fr);}}@media all and (max-width: 767px){.kb-row-layout-id4879_b2a793-e4 > .kt-row-column-wrap{grid-template-columns:minmax(0, 1fr);}}<\/style><div class=\"kb-row-layout-wrap kb-row-layout-id4879_b2a793-e4 alignnone wp-block-kadence-rowlayout\"><div class=\"kt-row-column-wrap kt-has-1-columns kt-row-layout-equal kt-tab-layout-inherit kt-mobile-layout-row kt-row-valign-top\">\n<style>.kadence-column4879_88eb44-0d > .kt-inside-inner-col,.kadence-column4879_88eb44-0d > .kt-inside-inner-col:before{border-top-left-radius:0px;border-top-right-radius:0px;border-bottom-right-radius:0px;border-bottom-left-radius:0px;}.kadence-column4879_88eb44-0d > .kt-inside-inner-col{column-gap:var(--global-kb-gap-sm, 1rem);}.kadence-column4879_88eb44-0d > .kt-inside-inner-col{flex-direction:column;}.kadence-column4879_88eb44-0d > .kt-inside-inner-col > .aligncenter{width:100%;}.kadence-column4879_88eb44-0d > .kt-inside-inner-col:before{opacity:0.3;}.kadence-column4879_88eb44-0d{position:relative;}@media all and (max-width: 1024px){.kadence-column4879_88eb44-0d > .kt-inside-inner-col{flex-direction:column;justify-content:center;}}@media all and (max-width: 767px){.kadence-column4879_88eb44-0d > .kt-inside-inner-col{flex-direction:column;justify-content:center;}}<\/style>\n<div class=\"wp-block-kadence-column kadence-column4879_88eb44-0d inner-column-1\"><div class=\"kt-inside-inner-col\"><style>.wp-block-kadence-advancedheading.kt-adv-heading4879_e7909a-fb, .wp-block-kadence-advancedheading.kt-adv-heading4879_e7909a-fb[data-kb-block=\"kb-adv-heading4879_e7909a-fb\"]{text-align:center;font-style:normal;}.wp-block-kadence-advancedheading.kt-adv-heading4879_e7909a-fb mark.kt-highlight, .wp-block-kadence-advancedheading.kt-adv-heading4879_e7909a-fb[data-kb-block=\"kb-adv-heading4879_e7909a-fb\"] mark.kt-highlight{font-style:normal;color:#f76a0c;-webkit-box-decoration-break:clone;box-decoration-break:clone;padding-top:0px;padding-right:0px;padding-bottom:0px;padding-left:0px;}.wp-block-kadence-advancedheading.kt-adv-heading4879_e7909a-fb img.kb-inline-image, .wp-block-kadence-advancedheading.kt-adv-heading4879_e7909a-fb[data-kb-block=\"kb-adv-heading4879_e7909a-fb\"] img.kb-inline-image{width:150px;vertical-align:baseline;}<\/style>\n<h2 class=\"kt-adv-heading4879_e7909a-fb wp-block-kadence-advancedheading\" data-kb-block=\"kb-adv-heading4879_e7909a-fb\">Veel organisaties investeren in employer branding, maar missen waar waarde verloren gaat. Ontdek in onze quick scan hoe uw uw ROI scherper krijgt<\/h2>\n\n\n<style>.wp-block-kadence-advancedbtn.kb-btns4879_eb0e34-83{gap:var(--global-kb-gap-xs, 0.5rem );justify-content:center;align-items:center;}.kt-btns4879_eb0e34-83 .kt-button{font-weight:normal;font-style:normal;}<\/style>\n<div class=\"wp-block-kadence-advancedbtn kb-buttons-wrap kb-btns4879_eb0e34-83 text-xl\"><style>ul.menu .wp-block-kadence-advancedbtn .kb-btn4879_428ddc-a9.kb-button{width:initial;}.wp-block-kadence-advancedbtn .kb-btn4879_428ddc-a9.kb-button{color:#fff8ef;background:#53cd92;font-size:13px;font-family:Sora;font-weight:400;border-top-left-radius:30px;border-top-right-radius:30px;border-bottom-right-radius:30px;border-bottom-left-radius:30px;border-top:0px solid;border-right:0px solid;border-bottom:0px solid;border-left:0px solid;padding-top:8px;padding-right:20px;padding-bottom:8px;padding-left:20px;}.wp-block-kadence-advancedbtn .kb-btn4879_428ddc-a9.kb-button:hover, .wp-block-kadence-advancedbtn .kb-btn4879_428ddc-a9.kb-button:focus{background:#5b77ec;}@media all and (max-width: 1024px){.wp-block-kadence-advancedbtn .kb-btn4879_428ddc-a9.kb-button{border-top:0px solid;border-right:0px solid;border-bottom:0px solid;border-left:0px solid;}}@media all and (max-width: 767px){.wp-block-kadence-advancedbtn .kb-btn4879_428ddc-a9.kb-button{border-top:0px solid;border-right:0px solid;border-bottom:0px solid;border-left:0px solid;}}<\/style><a class=\"kb-button kt-button button kb-btn4879_428ddc-a9 kt-btn-size-standard kt-btn-width-type-auto kb-btn-global-inherit kt-btn-has-text-true kt-btn-has-svg-false wp-block-button__link wp-block-kadence-singlebtn\" href=\"https:\/\/www.antenno.com\/uw-uitdagingen\/duurzame-employer-branding-roi\/\"><span class=\"kt-btn-inner-text\">Doe de scan<\/span><\/a><\/div>\n<\/div><\/div>\n\n<\/div><\/div>\n\n\n<p class=\"wp-block-paragraph\"><\/p>\n","protected":false},"excerpt":{"rendered":"<p>ABN AMRO Belgi\u00eb heeft een duidelijke ambitie: groeien binnen corporate en private finance. Die strategische focus vraagt om de juiste mensen. De bank investeerde gericht in hun werkgeversmerk om nieuw talent aan te trekken, medewerkers sterker te verbinden, retentie te verhogen en trots te versterken. Tegelijk wilden ze de afhankelijkheid van externe headhunters structureel verlagen. [&hellip;]<\/p>\n","protected":false},"author":30,"featured_media":4718,"comment_status":"open","ping_status":"open","sticky":false,"template":"","format":"standard","meta":{"_acf_changed":false,"content-type":"","_kad_blocks_custom_css":"","_kad_blocks_head_custom_js":"","_kad_blocks_body_custom_js":"","_kad_blocks_footer_custom_js":"","ngg_post_thumbnail":0,"footnotes":""},"categories":[101,86,87,89],"tags":[128,129,130,127],"class_list":["post-4879","post","type-post","status-publish","format-standard","has-post-thumbnail","hentry","category-bijtanksessies","category-duurzaamheid","category-employer-branding","category-organisatieontwikkeling","tag-changecommunicatie","tag-consultancy","tag-inhouse","tag-verandercommunicatie"],"acf":[],"yoast_head":"<!-- This site is optimized with the Yoast SEO plugin v28.7 - https:\/\/yoast.com\/product\/yoast-seo-wordpress\/ -->\n<title>Hoe employer branding groei versnelt bij ABN AMRO Belgi\u00eb - Antenno<\/title>\n<meta name=\"description\" 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