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Fun and Games - over 100 Students at Wittenborg’s Bowling Night
by Wittenborg News -

Fun and Games - over 100 Students at Wittenborg’s Bowling Night


Fun and Games - over 100 Students at Wittenborg’s Bowling Night

Event Provides Opportunities for Relaxing and Socialising

For more than 100 Wittenborg students and staff members, the evening of 23 February was an opportunity to have fun, relax and make new friends. Held at Bowlingcentrum Apeldoorn, the school’s Bowling Night featured 10 reserved lanes for the members of the Wittenborg family from 17:00 to 19:00. It also included free drinks and snacks for participants who had registered prior to the event.  

According to External Relations & Events Manager Sophia Faraji, the school is planning other exciting events such as the Karaoke Night in April and the Summer Jam in June. “We encourage all students to participate in these activities because they help with stress relief and promote community building,” she said.  

MBM student Kalu Agwu, specialising in Logistics & Trade, said that he enjoyed the Bowling Night a lot, describing it as competitive and interesting.

Fun and Games - over 100 Students at Wittenborg’s Bowling Night

“I really liked it because it was a break from our daily routine. It was a time to relax and enjoy the company of friends and fellow students, and the environment was also very good. As they say, ‘All work and no play makes Jack a dull boy’, so activities like this promote socialisation, connection and relaxation. I definitely expect Wittenborg to organise more events of this kind.” 

Upinder Kaur, who is pursuing an HBA degree in Tourism Management, said that by taking part in this event she had the chance to meet many new students of different nationalities and talk to them. “I would appreciate more events like this because they are a chance for all the new students and current students to come together and get to know each other. On top of that, I think it is important for the students to have fun but also to take their studies seriously. You have to make sure you have a good work-life balance, and having fun is part of that.” 

WUP 18/03/2024

by Ulisses Sawczuk

©WUAS Press

Fun and Games - over 100 Students at Wittenborg’s Bowling Night Fun and Games - over 100 Students at Wittenborg’s Bowling Night Fun and Games - over 100 Students at Wittenborg’s Bowling Night

348 words

Floral Design and Entrepreneurship: Lessons Learned from Miranda ter Voorde
by Wittenborg News -

Floral Design and Entrepreneurship Lessons Learned from Miranda ter Voorde

Floral Design and Entrepreneurship: Lessons Learned from Miranda ter Voorde


Ter Voorde Shares Insights into her Entrepreneurial Journey During Open Lecture 

In an open lecture, floral entrepreneur Miranda ter Voorde offered students and alumni a glimpse into her journey from florist to successful business owner and entrepreneur.

The lecture, held on 29 February in Apeldoorn, saw attendees eager to learn from ter Voorde's wealth of experience.

Ter Voorde, known for her flower arrangements in Rituals Cosmetics stores, shared anecdotes and emphasised the evolution of her skills and mindset over the years.

"I started as a florist, but in the 24 years that I have my company, I started to be also an entrepreneur," ter Voorde explained. "I'm now more an entrepreneur than a florist. It doesn't mean I don't have the passion anymore, but my skills are so developed in the growth of my company that I love being an entrepreneur." Here, she mentioned her company based in Apeldoorn, Meesterlijk Geschikt, of which she is owner and creative director. Apart from creating flower arrangements for various occasions, ter Voorde and her team at Meesterlijk Geschikt also engage in concept development, event organisation and more. The company has a rich history of organising events, one notable example being the creation of a boat for the coronation of the King of the Netherlands, Willem-Alexander.

Ter Voorde also talked about her book, published in 2010, called 'Celebrations'. In this book, she touches on a world of different festivities (birthdays, bridal showers, Thanksgiving, Christmas, Easter, and more) framed with flowers to show how powerful a floral emotion can be. 

Floral Design and Entrepreneurship Lessons Learned from Miranda ter Voorde

She further detailed how she met Raymond Cloosterman, founder and CEO of Rituals Cosmetics, stating: "He asked me if I want to do something with one of his lines. It was the perfume line with the cherry blossom in it. I thought about an idea to have the cherry blossom integrated into these shops and that's what I did. That was the start of eight years working for Rituals Cosmetics and developing the cherry blossom."

Rituals Cosmetics later wanted to work with more than one supplier. This and the Covid-19 pandemic made her think about how to be less vulnerable as an entrepreneur. After moving the company to a new location in October 2021, she had to find ways to do some cost-cutting and be more profitable.

"As an entrepreneur, you have to be willing to adapt and evolve," ter Voorde advised. "Success is not final, failure is not fatal. It's the courage to continue that counts."

She also says that you always need a plan when you are an entrepreneur.  

"Take time to calculate your costs now and then. This way you can decide what is necessary, what is nice to have, and what I can do without to run my company."

She is now looking at opening a home furniture store and would also like to focus more on various sustainable practices. Apart from that, she believes that it is important to give back to your hometown.  

"I also want to grow as a person. I want my team to be able to manage themselves without relying on my working hours."  

Dr Colin MacKenzie, Associate Professor of Applied Sciences at Wittenborg, who attended ter Voorde's open lecture said that students found the lecture to be inspirational and admired her determination to never give up despite facing various obstacles, such as the pandemic.  

He remarked, "Business is not a straightforward linear journey, sometimes it has its highs and can have many lows. Miranda’s journey illustrated the challenges of growing a business. As a lecturer in Entrepreneurship and Creativity, for me, her talk was a practical example of how to apply creative thinking to the problems posed by outside forces."

MacKenzie highlighted another key takeaway from the lecture, stating, "'To value yourself’ - if you know you have the necessary skills and knowledge to add value, make sure to say 'This is the price'. Too many people undervalue their talent."

He further noted that ter Voorde acknowledged the importance of continuous learning, stating, "She also made a point of taking time out to think about her business and personal vision and aims. This is important; people need to know how to work on the business and not simply work in the business."

Reflecting on the inevitability of mistakes in business, MacKenzie emphasised, "Every business person has, at some point, made some mistakes; however, the ability to learn from them and adapt makes the difference in whether you are going to be successful or not. Ter Voorde highlighted these attributes with practical stories and stoicism, and the students appreciated her explanations." 

WUP 15/03/2024

by Erene Roux

©WUAS Press 


794 words

How to Create the Perfect Pitch - Guest Lecturer Discusses with Students
by Wittenborg News -

How to Create the Perfect Pitch - Guest Lecturer Discusses with Students

https://www.wittenborg.eu/how-create-perfect-pitch-guest-lecturer-discusses-students.htm

How to Create the Perfect Pitch - Guest Lecturer Discusses with Students

Udo Neufeglise Offers Valuable Insights to Bachelor’s Students 

In today’s highly connected and digital world, small and medium-sized enterprises (SMEs) have both opportunities and challenges to stand out in the global market. One key element of success is the sales pitch, which was the topic of the guest lecture delivered by Udo Neufeglise to a group of Wittenborg bachelor’s students on 17 January.  

Neufeglise, who is vastly experienced in different areas including sales, customer service, account management and operations, discussed how to create a perfect sales pitch and the importance of it for companies. Moreover, he shared good and bad examples of sales pitches and delved into his personal experiences and reflections on work in sales.

According to the guest lecturer, in view of globalisation, international marketing is no longer only important for big companies, but also for SMEs. Neufeglise highlights that, just like in the case of other professions, people get better at sales with experience.  

During the lecture, he emphasised the importance of the values that make up a great pitch, such as expertise in the subject, confidence, trust and conciseness. On the other hand, the activity also addressed attitudes that should be avoided by people when they are pitching, including poor preparation, not leaving time for a response, talking too much about oneself and lack of communication skills.  

“One very important aspect of it is trust, which needs to be built by your natural and authentic behaviour. By staying close to your core values and representing your brand in a consistent way, you will connect with people and deliver a great pitch,” he said.

Neufeglise commented that the students who attended the lecture were very engaged and interested, asking clever questions and making insightful comments. “I have been giving guest lectures for a long time and I love to do them because, for me, it’s an opportunity to interact with the next generation. These people will be the business leaders of tomorrow and I can learn from them as well, because we are living in a world that is continuously and rapidly changing. On top of that, I hope that by sharing my experience I can deliver value to them.”  

The guest lecturer underlines that one of the main things he has learned throughout his career is that people are pitching every day. “You may sell a product or a service, but you’re also selling when you have an interview with a company you want to work for, when you share your ideas and when you go on dating apps. In this context, pitching and being able to express yourself is a crucial skill, but people can learn how to do that and how to be confident. So, my goal is to help the students to achieve that.”

Neufeglise concludes by advising students and professionals to keep constantly updated and practise their pitching skills. “In the current times, you need to enhance your skillset because with the internet, social media and Google, people can find information on whatever they want. This gives them more knowledge as well as the ability to counterattack and question your sales pitch. Besides, you need to be spot on and really appealing because there are more people pitching these days than ever before.”

WUP 14/03/2024

by Ulisses Sawczuk  

©WUAS Press 

575 words

Strategic Board of Stedendriehoek Considers Region's Identity and Ambitions
by Wittenborg News -

 

Strategic Board of Stedendriehoek Considers Region's Identity and Ambitions

 https://www.wittenborg.eu/strategic-network-considers-stedendriehoek-regions-identity-and-ambitions.htm

Strategic Network Apeldoorn Considers Stedendriehoek Region's Identity and Ambitions

Wittenborg CEO and Stakeholders Discuss the Stedendriehoek's Branding

Wittenborg CEO, Maggie Feng, was among the attendees at a meeting hosted by the Strategic Board of Region Steden3hoek, focused on shaping the future of Deventer, Lochem, Voorst, Epe, Brummen, Zutphen, Heerde and Apeldoorn, referred to as the Stedendriehoek region.  

The meeting aimed to address important questions about the region's identity, vision for the future, and shared ambitions, with the ultimate goal being threefold: What values fit the region? What is the vision of the region in 2050 and what is the ambition?

The meeting, held on 5 February, brought together key stakeholders, at Kruiskerk in Eerbeek, including Ton Heerts, the Strategic Board Chairman, and Alex van Hedel, Mayor of the Municipality of Brummen. The Strategic Board invited Erik Braun, Associate Professor of Marketing at Copenhagen and Erasmus University, to give a presentation on what he calls "regional thinking".  

Braun referenced an article from The Guardian, which highlights Denmark's efforts to rebrand part of Sweden as 'Greater Copenhagen' eight years ago. Braun said that "a region functions as a brand in shaping its image. This image can be influenced, and it is beneficial to manage a region as a brand."

For Feng, this was quite interesting. "Greater Copenhagen now extends to neighbouring areas of Sweden. It just shows that the region is a wider concept and one should not think that because we have the Ijssel River dividing up Apeldoorn, Deventer, and Zutphen, we cannot be a region."

The Director-Manager of Apeldoorn Partners, Claudi Groot Koerkamp, further discussed the ambition of the Stedendriehoek. On LinkedIn, Koerkamp later shared that the aim is to create a flourishing region.  

"Through optimal collaboration between the triple helix and delivering a clear message collectively, we aim to achieve our shared ambition. There is much yet to be determined, but we have taken the first step. Now, let's build on these initial discussions."

Koerkamp elaborated on the branding of the Stedendriehoek and its identity, ambition, and positioning, which revolves around capturing the essence of the region. This includes communicating a tailored narrative to each target audience within the region, highlighting unique qualities that resonate with them. Whether it's Deventer's authenticity, Zutphen's charm, or Apeldoorn's commitment to sustainability, each city contributes to the collective identity of the region.

In terms of ambition, the focus is on establishing a shared vision and fostering cooperation across sectors. With the Stedendriehoek as a connecting force, stakeholders aim to align interests for mutual benefit. Despite variations in readiness between cities, there is a unified belief in the potential of the region, leveraging its collective strengths to achieve common goals.

Attendees also had the opportunity to provide feedback on questions such as "What can the identity of the Stedendriehoek be?" and "What can the ambition of the Stedendriehoek be?" using Mentimeter, an app used to create presentations with real-time feedback.

Answers ranged from "innovative", "Good Work, Good Living", "Green", "Authentic" and "the safest and most sustainable centre of Western Europe".

Feng concluded by expressing her hope that the regional brand will soon be defined by innovative minds. Once that is settled, she emphasised the importance of promoting the brand collectively and standing behind it.

WUP 12/03/2024

by Erene Roux

©WUAS Press 

 

Strategic Network Apeldoorn Considers Stedendriehoek Region's Identity and Ambitions Strategic Network Apeldoorn Considers Stedendriehoek Region's Identity and Ambitions Strategic Network Apeldoorn Considers Stedendriehoek Region's Identity and Ambitions

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Mental Health Support: Wittenborg's Commitment to Student Well-being
by Wittenborg News -

Mental Health Support: Wittenborg's Commitment to Student Well-being

Mental Health Support: Wittenborg's Commitment to Student Well-being

Wittenborg's Ongoing Dedication to Student Well-being: Continuing the Dialogue on Mental Health

Did you know? After numerous discussions about mental health over the last couple of years during the Student and Staff Conference Day, Wittenborg introduced a comprehensive support system in 2023 to address personal and confidential issues.

On 5 March, Wittenborg's Student and Staff Conference Day kicked off in Apeldoorn once again. During the morning session, students and staff gathered separately to discuss the workplace structure and environment. Topics included teaching techniques, social gatherings and additional training. The meeting, headed by staff representative Dadi Chen, was hybrid, allowing participation from faculty and staff working remotely, as well as student representatives from Amsterdam.

Following this, the Programme Committee meeting took place with the outcomes of these discussions presented and further deliberated over during the Plenary Feedback session in the afternoon.

Focusing on Mental Health

Wittenborg CEO Maggie Feng commented that every year the discussions conducted on the Student and Staff Conference Day provide the school with valuable insights into different topics and areas. In 2023, the central theme of the Plenary Feedback session was mental health and well-being. Students and staff discussed their mental health struggles and shared experiences with the Dutch healthcare system. This prompted Wittenborg to acknowledge the challenges in accessing mental health support in the Netherlands with the introduction of two key support roles: the Student Counsellor and the Student Confidential Advisor.

Student Counsellor

The Student Counsellor, Rens Platteel-de Clercq, provides a safe and confidential space for heart-to-heart conversations, offering guidance and information on various non-educational challenges and personal issues. These include integration within the community, motivation, feelings of loneliness, relationships, family circumstances and health. It is important to note that the Student Counsellor is not a medical professional and does not provide medical treatment. In cases requiring specialist or long-term treatment, students are referred to appropriate medical professionals. The Student Counsellor offers three hours a week of walk-in consultations. Registration is possible by emailing rens@platteel.nl or calling 06-45268720.

Student Confidential Advisor

Wittenborg has also enlisted the expertise of an external Student Confidential Advisor, Jacqueline Horstman. She serves as an independent and confidential point of contact for students who have experienced unacceptable behaviour within Wittenborg, whether as a victim or witness. Topics covered include bullying, sexual harassment, violence, threats and discrimination. Horstman provides moral and emotional support, informs complainants about possible solutions, and assists with reporting and filing complaints. She can be contacted by emailing jacqueline@mekander.nl or calling 0575-547455. In Horstman's absence, a substitute contact person ensures continuous support.

WUP 10/03/2024
by James Wittenborg
©WUAS Press


449 words

MBA Thesis Analyses Experiences of U.S. Students in Dutch Higher Education
by Wittenborg News -

MBA Thesis Analyses Experiences of U.S. Students in Dutch Higher Education


MBA Thesis Analyses Experiences of U.S. Students in Dutch Higher Education

Research by Daria Zelenukhina Focuses on Students’ One-Semester Experiences

Having worked for several years in the international education sector, Wittenborg graduate Daria Zelenukhina decided to focus her thesis research on the experiences of US study-abroad students in Dutch higher education institutions. Zelenukhina, who recently completed an MBA (Master of Business Administration) in Education, is originally from Russia but also lived in Singapore before moving to the Netherlands. 

She highlights that the chosen theme aligns with her professional interests and expertise. “I have gained experience working with various US-based study-abroad providers that offer diverse programmes to US students. While reflecting on what to research, I discovered a knowledge gap, as the majority of researchers tend to focus on the experience of international students in English-speaking environments, including the United States. My thesis, in contrast, centres on the reverse perspective – that is, the experience of US students doing one semester abroad.” 

To gather information for her research, Zelenukhina contacted four organisations that offer study-abroad programmes in the Netherlands for US students, out of which three companies are based in Amsterdam and one in Maastricht. The programmes offered are conducted in three well-known Dutch public universities. In addition to asking the service providers permission to administer an online survey to their former clients, the researcher also used social media channels to get in touch with some of these students individually.

In total, 112 students responded to Zelenukhina’s questionnaire. The open-ended questions covered nine topics: (1) quality of study programme, (2) study-abroad provider, (3) study location, (4) opportunities to travel in Europe, (5) accommodation, (6) cost of living, (7) personal connections, (8) personal growth and (9) interaction with locals. 

The most positive factor cited by the participants regarding their semester abroad was the quality of the study programme, with 73 mentions, followed by the opportunity to establish personal connections (68), opportunity to travel (65), study-abroad provider (63) and study location (63). 

When it comes to the negative aspects, the study provider was the most mentioned factor (15), with other relevant variables including accommodation (13), quality of study programme (10) and cost of living (9). 

Zelenukhina points out that, as shown by the results of her study, even though these students are only going abroad for one semester, they still manage to have a meaningful experience in the Netherlands, which broadens their horizons. “Their primary goal is not to permanently reside in the Netherlands. However, during their time abroad, they establish meaningful connections, hoping to maintain these relationships beyond the conclusion of their programmes. This could potentially involve returning to Europe or exploring other parts of the world together.” 

Nevertheless, some respondents reported limitations in the experiences provided, including the quality of their orientation sessions, the way overall activities were structured and the distance between their accommodation and the institution where the programme took place. This feedback could be used by study-abroad organisations to improve the services offered to international students. 

Regarding her future plans, the graduate intends to continue her professional journey within the international education sector. “What truly resonates with me in my current role is the opportunity to positively impact students’ lives. I look forward to encountering and connecting with more inspiring, engaged and passionate students along the way.”  

WUP 07/03/2024

by Ulisses Sawczuk

©WUAS Press 


570 words

Understanding the Strength of Brands: MBM Students Attend Guest Lecture by Expert
by Wittenborg News -

Understanding the Strength of Brands: MBM Students Attend Guest Lecture by Expert


Understanding the Strength of Brands MBM Students Attend Guest Lecture by Expert

Eirini Bazaki Sheds Light on How Successful Brand Campaigns are Built

What makes a strong brand, and what are the lessons that successful brand campaigns can teach us? 

These were the questions that Eirini Bazaki sought to answer in her guest lecture ‘How Brand Elements Are Communicated Through a Campaign’, delivered to a group of Wittenborg MBM students in Apeldoorn on 11 January. 

Bazaki is the Programme Leader for the popular Master of Arts in Fashion Marketing & Branding at the Winchester School of Art, University of Southampton. In addition to her academic career, she is a digital marketing and brand strategist, author and consultant.  

At the start of her session, she presented examples of strong brands and discussed the elements that make a strong brand identity. Next, the lecture addressed the concept of brand equity, as well as its multiple dimensions and proposed ways to enhance it.  

“We also talked about the importance of the 3Ps – brand promise, brand positioning, brand performance – and the role of communications in realising them. Finally, we closed the activity by discussing examples of successful brand campaigns. We looked at the concept behind each campaign, its aims, the importance of the audience and of the campaign message, how brand identity was carried out through and successful multi-channel marketing actions,” Bazaki highlighted.  

The guest lecturer's main message was that it all starts with building a strong brand identity, which must be clearly and consistently communicated through every action and across different platforms. She pointed out that the participants were really engaged in the activity and interested in the subject matter.  

“The students were curious, enthusiastic, responsive, participative and respectful; I felt honoured and inspired. They made many insightful comments about the role of social media managers as well as marketing trends, and they also participated by collectively creating a word cloud that illustrated what the brand identity elements are,” she said.

South African MBM student Jacques Jordaan, specialising in Digital Marketing and Communication, said that he thoroughly enjoyed the session, which inspired him to approach brand communication with creativity, strategic foresight and a deep understanding of consumer psychology.

"Through activities like this, students gain valuable insights into real-world marketing strategies, as well as a deeper understanding of branding principles and consumer behaviour. These guest lectures give us the opportunity to apply in practice the theoretical knowledge we've gained, enhancing our critical thinking and problem-solving skills within a professional context.  Additionally, by allowing us to engage with industry experts and peers, Wittenborg cultivates a collaborative learning environment, which nurtures networking opportunities and professional development."

WUP 04/03/2024

by Ulisses Sawczuk  

©WUAS Press 


462 words

Wittenborg and AnyforSoft Join Forces for Webinar on Website Enhancement
by Wittenborg News -

Wittenborg and AnyforSoft Join Forces for Webinar on Website Enhancement


Wittenborg and AnyforSoft Join Forces for Webinar on Website Enhancement

Peter Birdsall and Stan Tymoshenko Discuss Wittenborg's Recent Website Revamp in Detail 

On 14 February, Wittenborg and the software development company AnyforSoft teamed up to host a webinar focusing on crafting exceptional websites.

Wittenborg President, Peter Birdsall, and AnyforSoft's Head of Sales, Stan Tymoshenko, discussed their recent collaboration aimed at enhancing Wittenborg's website under the theme 'Revolutionising Business School Websites'. The project, initiated in July and concluded in early November 2023, included not only visual changes but also a focused effort towards technical upgrades to meet modern web development standards.

After their introductions, Birdsall noted the importance of reaching a global audience due to Wittenborg's diverse student body, emphasising the need for an academic and research-focused profile, and explained that Wittenborg's first website version was created around 2002:

"It is not that long ago when schools and companies did not have websites. If they did, it would have been just a few pages. A lot of those were hard-coded and written in HTML."

Birdsall went on to underscore the importance of differentiating international education from traditional business websites, stating, "You want to make it attractive so that it recruits new students, but it should not be a hard-sell website."

He emphasised the necessity of trust-building, stating that students should feel they are engaging with an institution that deeply comprehends their ambitions and ideals. Additionally, he highlighted the website's role in communicating with various stakeholders, noting, "We are state-accredited; this means that there are people who visited your website from an administrative or auditing perspective as well."

Birdsall further expressed the responsibility of higher education institutions in informing the public and promoting debate, stating, "That's why we saw a good news channel integrated into our website as essential."

Creating Wittenborg's new website

AnyforSoft aimed to enhance Wittenborg's website for user convenience.

Tymoshenko said: "This project was unique; Wittenborg's website was already in good shape, attractive, and performing well. Our objectives were crafted with the user and students in mind," Tymoshenko continued.

"We were committed to making information easily visible and accessible. Accessibility is one of the measures that should be compliant according to local laws. There are specific requirements from the government in every country in terms of this. From a business perspective, it's essential to ensure consistent quality regardless of the student's location or the device they're using. One of the initial challenges we faced was ensuring access for users with slow internet connections using outdated browsers."

It was also important to understand the educational journey.

"We focused on making enrolment intuitive and simple," Tymoshenko continued. "That's why there was a big button on the home page where students could get more information and easily apply."

Content also needed to stay fresh and engaging.

"Our solutions facilitated easy updates of marketing and learning materials. We empowered Wittenborg with direct access to website functionality for introducing improvements without the development team."

Drupal 10 was installed - which makes it much easier and more secure, according to Tymoshenko.

Video content & global accessibility

Another task was to make video content accessible all over the world.

Birdsall said that video is now the best way to communicate things.

"Videos can get a message across much faster than pages of text... We relied on YouTube and Vimeo in the past, but as you all know, financial models like YouTube mean that if you wanted to embed your video onto your website, it might not get shown the way you wanted it to be shown. For this reason, and because YouTube is censored in some countries, we wanted to have a website where we could stream video directly from the website, without any interference."

Additional website improvements included a consistent paragraph structure, optimised banners for mobile devices, improved search engines as well as transformed custom HTML code components by adopting existing CMS functionality, enhancing the site's functionality and appeal.

Arvin Gharib, an MBA (Master of Business Administration) student and Chairman of the student representatives attended the webinar and found it very useful. "I have always been fascinated with web design, and I know of the massive impact it has on branding and marketing purposes. I witnessed the amazing improvement on our website, and I was curious about the procedure that led to this improvement. I believe it is crucial to be able to efficiently implement whatever your organisation stands for, on your website, and Peter and Stan have done an outstanding job."

WUP 01/03/2024

by Erene Roux

©WUAS Press 


765 words

Hans Kornmann's Open Lecture Offers Practical Insights for Career Success
by Wittenborg News -

Hans Kornmann's Open Lecture Offers Practical Insights for Career Success


Hans Kornmann's Open Lecture Offers Practical Insights for Career Success

Kornmann Shares Tips for Finding a Job and an Interview

In a recent open lecture at Wittenborg's Apeldoorn campus, Hans Kornmann, CEO of Divitel, delivered a compelling address that left attendees feeling inspired. The lecture, which took place on 15 February, was not theoretical but rather focused on providing practical insights and actionable advice for navigating the complexities of the modern job market.  

According to Vanessa de Oliveira Menezes, Associate Professor of Applied Sciences, who attended the lecture, Kornmann's talk was deeply motivational. "It was an informal talk where he introduced himself, and explained his path as an innovator and entrepreneur and the characteristics of an entrepreneur," said Menezes.  

She noted that Kornmann emphasised qualities such as curiosity, resilience and a commitment to innovation as essential for success in today's fast-paced world.  

He connected this with a range of topics, including lessons learned, strategy, the fourth industrial revolution, a bionic organisation — where human capital and technology are seamlessly integrated — as well as his job tips.  

Hans Kornmann's Open Lecture Offers Practical Insights for Career Success

"He mentioned that as an entrepreneur or an employee, you always need to be updated and be aware that you need to change. He explained that these changes can be very unpredictable," de Oliveira Menezes explained further. To illustrate, Kornmann focused on how fast things changed since the Second World War, also referencing a clip of Charlie Chaplin as a factory worker in the film 'Modern Times' from 1936.  

Change is therefore the only constant factor in the universe, according to Kornmann.  

"His reference to 'Long Waves of Innovation' further highlighted the cyclical nature of technological advancements and their transformative impact on society and industry," de Oliveira Menezes said.  

These waves, spanning from the first wave of the Industrial Revolution to the present era of digitisation and clean technology, have shaped the trajectory of human progress.  

Navigating the job market

Kornmann later shared valuable insights and tips for navigating the job market. He emphasised the importance of becoming an 'X-shaped person', leveraging AI (Artificial Intelligence) tools while using common sense, and understanding market dynamics. An 'X-shaped person' is defined as having the "executive" skill shape, showcasing the ability to set strategy, lead people and motivate teams. According to some reports, Elon Musk, is an 'X-shaped' person.  

Kornmann also advised attendees to read annual year reports, websites and study market trends, while considering 'What is in it for them? Why me?'.  

"Conduct dry runs before job interviews. Shoot sharp [...] and be aware of culture. It can vary by company and region," he explained.  

His final advice was on finding fulfilment in one's career. "Choose a job you love, and you will never have to work a day in your life," he concluded, echoing the wisdom of Confucius. 

WUP 28/02/2024

by Erene Roux

©WUAS Press


488 words

Wittenborg Graduate: 'AI-Generated CVs and Cover Letters Aren't Doing You Any Favours'
by Wittenborg News -

Wittenborg Graduate: 'AI-Generated CVs and Cover Letters Aren't Doing You Any Favours'


Wittenborg Graduate: 'AI-Generated CVs and Cover Letters Aren't Doing You Any Favours'

Laura Serrano Reveals the Pitfalls of CVs and Cover Letters in Today's Job Market 

The world of job applications has witnessed a surge in AI-generated CVs and cover letters. A discerning graduate from Wittenborg has taken a stand against this trend, shedding light on the consequences of mass-produced applications that lack authenticity. Laura Serrano, a Department Manager within the H&M Group, shared her insights in an interview, urging job seekers not to rely on AI applications when writing their CVs or cover letters.  

Serrano, who pursued her HBA (Hospitality Business Administration) degree from 2019 to 2022 at Wittenborg, expressed her concerns within the Wittenborg alumni group on Facebook. She later shared more details about the overwhelming number of cover letters crossing her desk, all saying the exact same thing.  

"Our teachers at Wittenborg work hard against plagiarism; using AI-generated cover letters is a real-life type of plagiarism. The consequences aren't necessarily for the company but for job seekers because this can lead to an automatic disqualification, even if the person possesses the skills needed for the job."

Be authentic and creative

Serrano observed a significant increase in AI-generated content in the CVs at her workplace, expressing disappointment at the lack of authenticity and effort from applicants, particularly university students. She stressed the importance of authenticity and creativity, noting that it reflects an applicant's genuine interest in the company, the job description and alignment with company values.

Providing an example of an exceptionally well-written and authentic motivation message, Serrano shared, "One applicant had a lot of enthusiasm and wrote about being happy to see an available vacancy as they really liked the company plus their home was close by. It was a relaxed message yet polite and genuine. On the other hand, AI-generated messages have a pattern of overusing academic and elegant expressions."

For Serrano, a good message is one that expresses genuine interest in being part of a company in a simple but polite manner. "Also, the Netherlands is a very diverse country, so the motivation letter can be that opportunity to tell the reader a little more about you as a person and how your cultural background and international experience make you an even stronger candidate."

Tips for writing a CV and cover letter

What's more, Serrano believes that genuine cover letters streamline the recruitment process, providing necessary information for recruiters and establishing a better connection during interviews. She also offered specific advice for alumni in crafting CVs and motivation messages, suggesting the inclusion of brief descriptions for all experiences, especially those with a short duration.  

"If, for instance, the student had a brief work experience as an intern, it is crucial to specify it as such. Similarly, if it was a summer job, it is important to clarify that it was a position undertaken during the holidays."

As for the motivational message, she says that it is very simple. "Firstly, greet the recruitment team in a polite manner. Not 'Hey' or 'What's up?' but 'Good morning', 'Dear HR team', etc). Secondly, it is important to write why you are applying; and thirdly, if possible, include any extra information that might be useful for recruiters to know (for example, if you have a valid work permit or need sponsorship, if you have to commute, if you have specific days of availability)."

WUP 28/02/2024

by Erene Roux

©WUAS Press 


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