How can the northern Netherlands attract talent to the green chemical industry?
The green chemical industry in the northern Netherlands is on the eve of major changes. While the sector is developing into the engine of the sustainable transition, a lack of sufficient and suitable personnel threatens to inhibit growth. How do we ensure that sufficient talent is available to future-proof this important industry? To answer this question, we commissioned a comprehensive gap analysis last year. In this article, we address the theme of ‘attracting young talent’.
The northern Netherlands is known for its innovative strength in the green chemical industry. It is a region where sustainability, innovation and cooperation come together. Yet this sector faces a major challenge: attracting sufficient and suitable talent to realise these ambitions. In this blog, we discuss the main bottlenecks as well as solutions to increase the attractiveness of the region and the sector.
The visibility of the Northern Netherlands: an undervalued asset
Although the Northern Netherlands has a lot to offer, the region is often less known to students and professionals. This is partly due to its geographical location, but also to a lack of awareness of the opportunities here. Whereas the Randstad and other urban areas score high on familiarity, the Northern Netherlands lags behind.
A major obstacle is the limited image young talents have of the region. Many students consider the Northern Netherlands a less attractive place to live and work, partly due to the image of a ‘shrinking region’. However, this image does not do justice to the innovative projects and breadth of career opportunities in the green chemical industry.
What could be improved?
- Regional promotion: Companies and governments should work together to create an attractive and consistent image of the Northern Netherlands. Consider campaigns that highlight not only career opportunities but also the region’s liveability, such as its relatively low housing costs, nature and space.
- Better accessibility: investing in infrastructure, such as public transport to industrial hubs, is essential to make the region more accessible.
Currently, almost 26% of employees in the chemical sector are over 55
The technical talent shortage: from challenge to opportunity
The green chemical industry has a growing need for technically skilled employees. Currently, almost 26% of employees in the chemical sector are over 55. This calls for new talent recruitment, yet technical positions often remain unfilled. This applies to positions at higher vocational and university level, but mbo graduates, such as operators and technicians, are particularly scarce. This is where the shortage of graduates plays a role, as does the limited intake into technical courses.
In the northern Netherlands, relatively few young people choose to study engineering. This is due to a combination of factors, including:
- A lack of awareness about technical professions: Young people and their parents often have insufficient understanding of career opportunities in green chemistry.
- The image of engineering: Technical occupations are sometimes still seen as less attractive compared to other career paths.
- The limited image of the technical employee: As a result, almost no women enrol in technical courses.
What can be improved?
- Start recruiting early: Providing information about engineering and chemistry already in primary schools can inspire children and their parents. Initiatives such as guest lectures or interactive workshops can help make engineering more accessible.
- Cooperation with educational institutions: Companies can play a bigger role in promoting technical studies, for instance through intensive partnerships with mbo, hbo and wo institutions. For instance, they can help find internships, give guest lectures or engage in joint projects.
- Targeted campaigns: use inspiring stories of young professionals in the sector to improve the image of engineering and chemistry. By also targeting gender inequality in technical studies, you can increase the supply of qualified employees.
Causes technical talent shortage
The power of image and marketing campaigns
A strong marketing campaign can dramatically change the perception of a sector or region. This also applies to the northern Netherlands and the green chemical industry. The success of other sectors – such as the ICT industry – shows that a targeted and consistent message works.
To be successful, campaigns need to appeal to both emotion and facts. They should showcase the region’s pride while offering tangible benefits, such as the career opportunities, the unique challenges of working in an innovative industry and the personal growth that comes with it.
How companies and organisations can make a difference:
- Social media: Platforms such as LinkedIn and Instagram are ideal places to share stories and stay visible to young professionals.
- Regional cooperation: By investing jointly in a marketing campaign, companies and governments can make the message more powerful.
- Targeted content: Create targeted messages for different target groups, such as students, experienced professionals and lateral entrants.
Building a future-proof sector together
The challenges around talent recruitment are great, but not insurmountable. The Northern Netherlands has everything it needs to be an attractive region for students, professionals and companies. Through targeted investments in visibility, education and a strong employer image, the green chemical industry can further strengthen its position as a frontrunner. Attracting talent is not an individual task, but a joint responsibility that requires vision and cooperation. With the right steps, we can put the Northern Netherlands firmly on the map as the region for a sustainable future in the chemical industry.