03 Apr 2019
From basically ‘no idea’ during my job interview to ‘loads of ideas’ in my current function as a marketer at Nedap Staffing Solutions. That sums up my Nedap story that started a year ago when I applied here. In the meantime, I found out that my function gives me the opportunity to do just the things I enjoy doing! The only thing I have to do for that is staying focused, create a consensus with my colleagues and, based on my own entrepreneurial mindset, use the freedom I need to hit the bull’s eye.
‘No idea’, was my answer when Geert Hollander (business unit leader Nedap Staffing Solutions) during the job interview asked me how I would bring in new clients for Nedap Staffing Solutions. I saw the look on his face change: from neutral, to surprised, to curious. So I told him my story. I explained that I could simply attack the market with random marketing campaigns and advertisements, but that I would rather begin with making an inventory of the client journey in order to offer the right content in the right phase. And to hit the bull’s eyes from there. That hit the mark with him. Or in any case, it led to Geert’s challenging next question. Was my approach even possible; making the transition from the ‘dusty’ textile branch to an innovative software company. My answer that the branches may be different but that the job for a marketer was still the same, apparently appealed to him. And that is what I have been doing here: ‘being an entrepreneur’ as a marketer at Nedap Staffing Solutions.
'Thanks to the horizontal structure at Nedap, you can act quickly and focus on creating consensus'
Free to focus
Within our business unit, we are all very attached to our freedom. For most of us, the word ‘must’ will make our hackles rise. This creates a large amount of autonomy. It was something I had to get used to at first. I still felt the need to ask for approval even when the answer, again and again, was: if you think that you should do that, then go ahead and do it. At Nedap, they definitely value entrepreneurship. Now that I have made this mindset my own, I would not have it any other way. It allows you to go ahead and do it, although you have to keep the right focus or you run the risk of finding yourself all over the place. But if you can make a solid plan and keep your focus, then Nedap is paradise.
That feeling of working in a playground is not just created by the freedom and responsibility that you get, but also by the organisational structure of Nedap. We have a CEO and a CFO, and below that the business units with a business unit leader, and that’s it. On those levels, everyone is equal. There is no company politics. Wonderful! Because that gives you scope to create consensus.
‘For most of us, the word 'must' will make our hackles rise.’
Solo function, committed team
By creating consensus, you create commitment, and it is the commitment of the entire Staffing Solutions team that makes it so interesting. As a marketer, for instance, I have a solo function but I don’t feel it that way. Naturally, what I do is directly connected to sales. That is why I also like to involve my sales colleagues in my plans as much as possible. At the same time, I try to show our developers what I do whenever I can. I enjoy showing them that there is a concept behind marketing, that it can be of added value, and that it is much more than making nice brochures and ordering attractive packaging materials. That also helps to create consensus and it forms the base for collaboration. And from that collaboration as a team, we come up with the best ideas.
Nedapper Johnny Berendsen
‘As a new marketer with a new business unit and from the own entrepreneurship that Nedap encourages, I had the freedom to take any direction within my function. My first choice was to establish our buyer persona, their buyer journey, and the corresponding content file. This will allow us to provide our clients with the information they need at the right time. After that, I will focus on the implementation of a reliable CRM system – even though it is not a marketing thing – because this is what I need to demonstrate how we have benefited from marketing in the future.’