How do you connect young talent to a sector that is bursting with innovation, yet also facing staff shortages? In Arnhem, they have found an answer: the Talent Tours. An initiative in which students are introduced to companies in various sectors – in an accessible, inspiring way and with an eye to the future.
The first round of this year’s Tours will take place during Arnhem Electricity Week and will be entirely dedicated to the theme of Energy. “We organise the Talent Tours in conjunction with existing events as much as possible, so that these events’ programmes are enhanced,” explains Anke Pollmann, director of Citymarketing Arnhem and initiator of the tour.
Arnhem: green, creative and free
The Talent Tours fit seamlessly within Citymarketing Arnhem’s broader strategy. With its core values of green, creative and free, the city is positioning itself as a breeding ground for sustainable innovation. “We have a strong history in energy and electricity,” explains Pollmann, “and have now grown into a place where both major players and start-ups are working on solutions to issues such as grid congestion and the energy transition.”
With educational institutions such as HAN, ROC Rijn IJssel, Van Hall Larenstein and ArtEZ, Arnhem also boasts a wealth of young talent. But retaining that talent – that is the challenge. “We want to show students that Arnhem isn’t just a great place to study, but also to live and work after graduation. The Talent Tours contribute directly to that.”
Energy companies open their doors
During the Energy edition of the Talent Tours, on Friday 23 May, fifty students will be split into two groups and sent out on a tour. They will visit companies such as DEKRA, Alliander, DNV and KEMA. “They’ll get a glimpse behind the scenes, meet staff and discover the role these companies play in the energy transition,” says Pollmann. “And above all: what they, as students or young professionals, can contribute to this.”
The tour has been deliberately designed to be accessible. No long presentations, just face-to-face meetings and inspiring stories. It’s all about exploring, asking questions, networking and getting a feel for the atmosphere. “It needs to be tangible and relatable,” emphasises Pollmann. “Students need to be able to imagine themselves working here in the future.”
Furthermore, this Energy Tour Day is cited as a key element of the Energy Talent Plan, which will be highlighted during Arnhem Electricity Week 2025.
Huge interest
Interest in this year’s event has been remarkably high: from ten registrations last year to fifty students this year. “A huge leap, which shows that there is a real need,” says Pollmann.
Afterwards, students are asked what they thought of the tour and what could be improved. “We’re using 2025 as a pilot year. We want to organise five tours of this kind: in addition to Energy, we’ll also cover sustainable fashion, ICT, law and innovation. Based on our experiences, we’ll develop a workable format that allows us to establish a structural link between students and businesses.”
Sustainable fashion and more
The next Talent Tour is scheduled for 23 June, this time centred on the theme of sustainable fashion. This edition will take a different format: rather than company visits, it will feature a so-called ‘Fuck-Up Night’ at Rozet, where entrepreneurs from the fashion industry will speak candidly about both their successes and their failures. “That fits in well with the way ArtEZ trains its students: to become independent entrepreneurs,” says Pollmann.
The other themes – innovation, law and ICT – will follow later this year. The approach remains the same: to connect students with the professional world in a personal way, whilst at the same time promoting Arnhem as a city in which to continue working and living.
Also focus on quality of life
The Talent Tours go beyond just work. Arnhem also wants to show that it is an attractive city to live in. “You’re not just choosing a job, but a future,” says Pollmann. “That includes a pleasant place to live, good amenities and a vibrant city. That’s the image we want to convey.”
Collaboration with partners is essential in this regard. Contributions are being made by, amongst others, the Ondernemersfonds Arnhem, Arnhem City Council and The Economic Board. An ‘aftermovie’ is also being produced by students from HAN University of Applied Sciences (company B302), so that the experiences can be shared with a wider audience.
One city, one story
What the Talent Tours show above all is how a city like Arnhem joins forces. Education, entrepreneurs, government, all working together to create an attractive future perspective for young talent. And that is exactly what Citymarketing is all about: not just propagating a brand, but shaping it together with the city.
