Questions are more interesting than services
Every organisation is different, so I don't start with a standard solution. I start with: what actually needs to get better here?
VUmc 2009-2014
From scattered recruitment to one professional organisation
THE QUESTION Recruitment was spread across the departments of one of the largest academic hospitals in the Netherlands. No shared process, no shared data, no shared employer story.
MY ROLE Manager Recruitment & Employer Branding, later Senior HR Policy Advisor for Labour Market Management. Five years, member of the HR management team.
WHAT WE DID Centralised the recruitment organisation: new services, processes, roles, digital back office and reporting. Introduced online and social sourcing. Designed and launched werkenbijvumc.nl, leading a team of nine.
AND THE LAYER ABOVE IT A multi-year EVP and employer brand strategy with campaign and measurement, a referral programme, talent management policy, a strategic workforce planning method, and a Resource Centre for both inflow and internal mobility.
THE RESULT €1.3 million lower recruitment costs within eight months of go-live — and an organisation that could run it without me.
Ahold Delhaize 2016-2017
A Talent Acquisition Centre from scratch
THE QUESTION Hiring for permanent and flexible staff across Ahold Delhaize and its brands was fragmented, with no shared model and no view of total cost.
WHAT WE DID Designed the operating model end to end — strategy, roles, processes, systems, projected savings and an implementation plan — plus programme management and a new external hiring desk.
THE RESULT A scalable, future-proof model with a costed business case, designed to be run by the organisation itself.
AI in a high-volume selection process
I-SEC 2025
THE QUESTION High-volume recruitment of security officers for Schiphol, under pressure on both speed and quality of selection.
WHAT WE DID
Redesigned and digitised recruitment, screening and pre-onboarding. Implemented AI in the selection process. Rebuilt supplier management and target-group communications.THE RESULT Higher efficiency, better selection quality and a stronger candidate experience at the same time — in production, not as a pilot.
"Laura is a genuine specialist with real capacity for innovation. She made VUmc distinctive in recruitment, selection and labour market communications."
— Yolande van der Linden, HR Director, VUmc
"Not only a hands-on and skilled employer brander; Laura is a strong strategic thinker. She has been able to deliver a long term Talent Acquisition strategy for Ahold Delhaize in a short time."
— Nynke de Jong, HR Recruitment Albert Heijn
"I've worked with Laura on the rebranding of the Alliander employer brand. She managed this project with various stakeholders, team members and strict time restraints — within budget, on time and with the necessary support."
— T. Mei, Project Manager Recruitment Marketing, Alliander
"Laura has a good eye for talent and knows how to motivate people and play to their strengths. She brings strong ideas for both attracting and retaining employees, and actively thinks about how processes in the company can be improved."
— Robin Haasbeek, Recruitment & HR, I-SEC
"BrabantZorg came to know Laura as a committed and professional recruitment specialist. She guided us in building a labour market communications plan, coaching the HR and Communications team as project lead, while bringing her extensive knowledge of the labour market and recruitment. That gave us new insights time and again, and allowed us to make real progress."
— Pascale Harms, Recruitment Manager BrabantZorg