YEARBOOK 2019 Allyens
New yearâ&#x20AC;&#x2122;s letter
A-Team of 2019
Newbies of 2019
All women team
2019 in numbers
We said goodbye
Why should eĂĄch government work with Allyens?
Stefan Maes (VBO) about millennials
Gender in the financial sector
27 Speeches 2019
Marina Van den Nouweland (KotK)
The importance of diversity in culture and media
Diversity & Inclusion @BNP Paribas Fortis
Challenges of a diverse workplace
Layla Oudaha about Brussels Airport
@fitmetlien about the 10 miles
Diversity into influencer marketing
Production Awards 2019
A-Team Awards 2019
56 Client Awards 2019
58 Thank you
SO HERE WE ARE... at the end of 2019. As Managing Partners, it’s apparently part of our duty to share some thoughts, observing the past year and capture its vibes. When we retraced our steps and dared to look behind, we realized there was no other word to better describe 2019 than: growth. Not as in ‘we became bigger’, but as in ‘we moved on’. It is probably easy for a start-up to see its path as a series of events during which falling down and getting back up is inevitable. But it would be more fair to talk about when exactly we landed – in style, of course - on the floor and how long we stayed there lying and wondering: “Why the hell did we start this company in the first place?” After four years of Allyens, we can honestly say that 2019 has been the most difficult, emotional and – that’s for sure - rewarding one. Because growing hurts like hell, but noticing where it hurts and why is the best education you get when steering a company through the sea of daily challenges. At the beginning of 2019, we were ready to give it our very best. With a fresh team of three super enthusiastic people, (almost) prepared to die for us, we were convinced we were on the right track. Today, as 2019 has ended, none of them is still with us. They were talented and passionate, but it just didn’t work out. With a workload that was only growing (thank you, dear clients!) and a team that has drastically shrunk, the light at the end of the tunnel became all of a sudden very vague. We knew how relevant our work was and we most certainly didn’t want to stop, but having two Managing Partners at the verge of a mental breakdown was obviously not healthy. But during this specific Year of Growth, we chose to move on. Brave and heroic, as we are, uhu. After we said goodbye to people we thought would stay with us for 10 years, we started a new recruitment process. We dreamed of a new A-team that had an eye for diversity and would perfectly match with our values. And boy, did we have a successful harvest! The original team of 3 became an eight-headed one and each one exceeded our expectations in every single way possible. They eat like a pack of hungry wolves and 80% of the time our office kitchen looks like the one of McDonalds, but they are the most skilled, open-minded and open-hearted group of people one has ever seen.
THE YEAR OF GROWTH (AND GROWING PAINS)
And the same goes for our clients. We lost a pretty big one (yes, you know who you are), but we also met new companies that were ready for our inclusive vibes. Johnson & Johnson, Kom op tegen Kanker, Verbond voor Belgische Ondernemingen are just a couple of imposing names that triggered us to go further than ever. And with Unilever, KRO-NCRV and Stichting Media & Democratie, we have officially crossed borders. Hup, Holland, hup! So, the moral of this story: we learned that growth can sting, itch and be damn difficult. But as our moms always say: “You grow, and you forget all about the pain.” It’s a Moroccan proverb that we could have invented ourselves, because we are so totally and completely ready to conquer the world! Bring it on, 2020! Have a blast reading our yearbook, we know we had while creating it! Wonderful wishes, Hanan & Taha
Hiring was definitely our biggest challenge in 2019. The Year of Growth came with a massive pile of resumes and boring questions (aka: where do you see yourself in 5 years?), which half of the time we couldn’t even answer ourselves. But it resulted in an agency that is continuously flourishing, and a culture that even makes the dead plants on our desks feel alive again.
1. THE A-TEAM đ&#x;&#x2018;˝
TEAM OF 2019
We wouldnâ&#x20AC;&#x2122;t exist without these sweet little (and not so little) aliens , our indestructible team, these crazy creative people. Innovative, focused on the same inclusive goals and eager to contribute to a better communicating society. Dedication â&#x20AC;&#x201C; and love, of course â&#x20AC;&#x201C; are always in the air!
AZE - Communication Strategist FADY - Motion Designer SAMIRA - Graphic Designer MARIAM - Content Writer ZINEB - Communication Strategist MAYADA - Inclusion Expert SHARI - Illustrator ANAĂ?S - Office Manager TAHA - Managing Partner KRISTIEN - Copywriter HANAN - Managing Partner LAURA - Digital Creative
© pictures by Jolien Deweerdt
OF 2019 Did you notice the new faces on the previous page? Good! So meet the five new members of our A-team. You could say we collected them from everywhere in the country: Brussels, Ghent, Leuven, Antwerp and Kortrijk. And we admit: even though we are a communication agency, we do occasionally struggle with the different accents. But more important is the fact that they all have their unique backgrounds and expertise.
NEWBIES 2019 - ZINEB
ZINEB HOW DID YOU END UP AT ALLYENS? During my Masters in Strategic Communications at the VUB, I had the chance to do an internship here. I had already developed an interest for inclusive communications a long time ago. At that time, I was also working on my thesis in which I studied the perception of Belgians with and without a migration background on ethnic ads versus inclusive ads. So, it was a conscious choice to do my internship at Allyens. I wanted to see how challenges regarding this domain are being tackled in practice and how Allyens helps clients in their path to inclusive communications.
YOU ARE COMMUNICATION STRATEGIST. WHICH ESSENTIAL SKILLS SHOULD EVERYONE IN YOUR FUNCTION HAVE? My projects are often, if not always, focused on Diversity and Inclusion (D&I). In this case, I would say it is important to ask the right questions, to be solution minded and to have a strong reflective and critical way of thinking. To be able to come up with actionable yet reasonable strategies, you have to get to the core of a client’s challenge and that is only possible if you ask the right questions. Which by the way can only be asked if you manage to get to know your client’s organization and industry from your fresh, unclouded perspective. Once that is done, you need to be thrilled to look for the necessary pieces and missing link that will bring you closer and closer to finding the right solution for your client’s challenge. As soon as you figured that out, you need to put the solution into a broader — sometimes even into a societal — perspective and assess if the proposed solution is a right fit for your client. Clients desire to launch an inclusive campaign that matches perfectly with their brands, just as they want an internal D&I policy to be aligned with their unique corporate culture, or attend a workshop on D&I that responds to their specific needs and challenges.
“BELIEVERS, IMPACT MAKERS, CHANGE BUILDERS. THOSE ARE THE PEOPLE I LOOK UP TO.”
An interview with Zineb, our former Strategic Intern who decided to join the A-team.
YOU ARE A FRESHMAN AT ALLYENS AND YET YOU ARE ALREADY ADVISOR DIVERSITY AND INCLUSION. HOW DID YOU DELVE INTO THIS SUBJECT? As I said earlier on, the projects that I get to work on always have a Diversity and Inclusion approach. Even though I am a young graduate myself, I would not say that I am your average layman when it comes to this field of expertise. During my studies, I have acquired knowledge on inclusive marketing, mainly via research in which I studied the following themes: • • •
The role of an ethnic-cultural identity on consumer behaviour and the associated purchase decision making process; The impact of societal culture on the way Belgians with a migration background process communication messages; For my thesis, I focused on a broader perspective than just ethnic minorities’ point of view. I started looking at the majorities too. I specifically did research on the acceptance and effectiveness of white, ethnotargeted and inclusive advertisements from the perspective of Belgians with and without a migration background.
WHO DO YOU LOOK UP TO? OR BETTER: WHO IS THE IDOL IN YOUR DREAMS? I admire people who try to make a difference in society. People who, despite not having the necessary resources or the right network, still do the outmost to reach their goals, putting all their energy into it. People who believe in something and whose passion comes straight from the heart. Believers, impact makers, change builders. Those are the people I look up to.
WHO IS ZINEB OUTSIDE ALLYENS? Zineb outside of work doesn’t differ so much from Zineb at work (laughs). As I already mentioned, diversity and inclusion are close to my heart. My job at Allyens is more than work that pays the bills; it is a purpose in life to which I am very committed. So also outside of work, I am automatically attracted to activities that are related to diversity and inclusion. Besides that I am a real family person, I enjoy the little things in life: a long breakfast with my parents and sister or an evening feel good TV with friends.
ANAÏS YOU WERE REALLY DEDICATED TO FIND A JOB THAT PERFECTLY SUITS YOU. WHEN DID YOU REALIZE WORKING AT ALLYENS COULD BE THE MAGIC MATCH? The first time I heard about Allyens was quite a while ago. One of my class mates did her internship here in 2015. At that time, I had already signed a contract for my internship somewhere else. Too bad. I somehow always had this strange connection with that special creative agency. After graduating I did interim work for different companies. It’s not that I didn’t like it, but I still felt a little unfulfilled in my professional life. So I decided to choose for a part time job that reflected more my skills. When I’m not working for Allyens, I spend my time with projects related to my fields of interest: sustainability, feminism, being a creative creature. I so much share Allyens’ vision that focuses on diversity and inclusion. Now that I got the chance to work here, I still realize every day this was ex-act-ly what I was looking for
WHAT CAN WE EXPECT FROM YOU THE FOLLOWING YEAR? Well, I set some personal goals this year. The main one is to continue learning from my colleagues and to educate myself more in the field of communication science. Regarding resolutions for my job specifically, I would like to develop myself in the HR area. It will not be easy, because that is completely new to me. Overall, I want to grow as a professional. I want to manage things internally, get more organized, set up different processes, write out some office rules and boost my creativity.
CREATING STRUCTURE AND KEEPING YOURSELF ORGANIZED: WHAT IS YOUR GOLDEN RULE? In an ideal world, the expression ‘don’t bite off more than you can chew’ would be mine (laughs). Unfortunately, that is not always an option. I usually start the day with writing down my to-do list. Oldshool, on a piece of paper. I am a visual person, so that list is a perfect reminder. I am a huge fan of using technology that helps me stay organized. Trello and Asana, I adore them. In these applications you can create your to-do lists and follow up on the tasks you have completed.
An interview with Anaïs, our new Office Manager Despite my efforts, I still have to finetune my organizing skills. I am not a really good planner, you know. When I feel overwhelmed, I like to go outside to breathe some fresh air. I think that would be my golden rule: get your mind off stuff and relax for a few minutes. Zennnnn.
YOU HAVE TWO MASTER DEGREES. ARE THEY USEFUL IN YOUR JOB? Studying History taught me how to process, structure and summarize information in a way that is understandable for a large audience. Gender and Diversity helped me to learn more about discrimination in the workplace and in our society. I studied the legal aspect as well as prevention measures for companies to be open-minded and act as inclusive as possible. While communicating, I always use inclusive language. I see it as my responsibility to be aware of that. For example, on the website, on social media, during events, I always refer to ‘him and her’, ‘his and her’. When possible, I use neutral language. I want to keep focusing on that and develop better practices.
“I ALWAYS USE INCLUSIVE LANGUAGE. I SEE IT AS MY RESPONSIBILITY TO BE AWARE OF THAT.” WHAT DO YOU LIKE TO DO IN YOUR SPARE TIME? I love books. I grew up without a television, but I’m so fond of stories that I read an awful lot. As a kid you could find me in the library every week, but during my university years I couldn’t enjoy it anymore due to the overload of academical literature I had to swallow. So now, as a pastime, I started watching Netflix. I recently began reading fiction again and I couldn’t and wouldn’t miss it anymore. I also like knitting, crocheting and making my own jewellery. An underlying reason for this hobby is sustainability. Knowledge about sustainable fashion in our society is not as present as it should be, and that should change.
WHAT IS YOUR LIFE MOTTO? ‘No.’ is a full sentence.
NEWBIES 2019 - ANAÏS & LAURA
LAURA DIGITAL AND CONTENT CREATOR. FANCY FUNCTION. WHAT IS YOUR BACKGROUND? I graduated in Digital Marketing but I have always had a passion for words and languages. Ever since I learned how to write, I grab a pen and write short stories whenever I can. Over the years, I have developed a strong interest in fashion and ‘streetstyle’, especially fashion styles that challenge the mainstream standards of haute couture. That is precisely what I love to write about. So it will not come as a surprise that my first job was in a PR and Content agency. I wanted to improve my content writing skills and develop a solid expertise in digital and social media. And eventually, I did. I got the opportunity to create social media campaigns, organize events and write content for newsletters, press releases and e-mail campaigns. I was doing all of this while managing a wide range of clients. Obviously, I learned how to multitask - I mean I had to (laughs) - and I also acquired strong project and account management skills. Sounds great, right? Now you’re probably wondering how I ended up at Allyens. Although I loved my job, I just missed a deeper purpose linked to my responsibilities. Also, I noticed a lack of diversity and inclusion in the campaigns we launched and I just wanted to invest in more meaningful things. So I started looking for open vacancies in socially engaged organizations. During that process, I stumbled upon Allyens. Its vision was exactly what I was looking for; it felt like I received a gift from heaven. And then the cherry on top popped out: Allyens was looking for a Digital Creative, a job that was made for me! Can you imagine how super excited I was?! I immediately applied and tataaaaa!
HOW DOES YOUR EXPERIENCE HELP YOU IN YOUR JOB TODAY? That actually happens in many ways. I’m good at managing projects from the beginning till the end. The fact that I am used to working with a lot of (internal) stakeholders, clients, influencers, press officers and so on makes it easy for me to fit in Allyens’ multidisciplinary team. Besides that, I also have access to a big network for the projects and campaigns I am focusing on. That is a real added value. For instance, I join forces with a lot of influencers, I know the quality of the work they bring to the table and I know how to set up a nice win-win collaboration. That simplifies the job a lot. My content writing skills also come in handy, especially for Allyens’ socials and website. And last but not least, thanks to the client contact, I have grown to do sales as well, which helps me today to not only manage existing clients but to also attract new ones.
Welcome Laura, our new Digital Creative
WHY DOES YOUR JOB SWEEP YOU OFF YOUR FEET? It is genuinely hard for me to name one or even a couple of things (laughs). Let’s say: this job gives me the opportunity to do everything I love. Okay, writing reports maybe not so much (laughs), but other than that, I really enjoy my responsibilities. From campaigning till content creation. What I really like, is our working culture and atmosphere, it is more than unique. The respect, support and empathy we mutually show, is so profound. I must say: I have never experienced that before. Also, we are tuned in on each other. Despite the fact that we all have our own personality and our own ways of working, it is really nice to see how that all comes together in a final – and fantastic, haha - result!
WHAT IS YOUR GUILTY PLEASURE? Too many if you ask me (laughs)! Let me share some random ones. I always promise myself to go to sleep at 11p.m.. But time and again I get so tempted by basically any Netflix movie you can find and there I go, I am hooked for hours (laughs). Also a really funny one: I can’t leave home if I am not dressed well, even when I take out the garbage bags. So unless I invite you in: you will never see me in a bathrobe!
LET’S DREAM AWAY. YOU’RE ALLOWED TO TAKE A GAP YEAR WITH A BUDGET OF 100.000 EUROS. WHAT WOULD YOUR BUCKET LIST LOOK LIKE? Very cliché, but how could I not travel, travel and travel all over again! I would love to see the world and have the luxury to stay at one location long enough to experience its culture as a local rather than as a tourist. While I am there, I would financially support local initiatives and try to help making a difference. At last, I think it would be smart to invest some money too, but not in bitcoins, that is old news already..
“WHAT I REALLY LIKE, IS OUR WORKING CULTURE AND ATMOSPHERE, IT IS MORE THAN UNIQUE. THE RESPECT, SUPPORT AND EMPATHY WE MUTUALLY SHOW, IS SO PROFOUND.” 13
An interview with Aze, the other new Communication Strategist
HOW DID YOU GET IN TOUCH WITH ALLYENS? That goes back to my last year of studying. I was doing a postgraduate called Belgian Advertising School (BAS), run by Thomas More. This discipline focuses on making students real-world-ready for a job in the challenging communication industry. For our final project, we founded our own pop-up advertising agency called Kobayashi. For the feedback on our pitch presentation, we invited all the BAS-alumni. In order to attract as many of them as possible, we suggested an interesting guest speaker might do the extra trick. Someone in my group knew a young entrepreneur, Taha Riani. Leading a unique, inclusive and creative start-up, he would be a great inspiration for the event.
AND HE DIDN’T LET YOU DOWN? I confess: I got completely blown away by his lecture. How he talked about the fact that everybody wants to shape its own identity, how young people should embrace all the different personalities that are part of their own narrative… I was flabbergasted. Taha showed a lot of interest in our pop-up project and that led to a very fascinating first meeting. Triggered by the mission and vision of this out-of-the box agency, I expressed my wish – or should I say my deepest desire, haha? - to contribute to building an inclusive society. And then, as dreams appear to come true, I found myself sitting at my own desk for a trial period in July. Seeing how it would work out for both of us, that was the plan. It was my first professional experience after the academic life so you can guess how thrilled I was. The two testing weeks went well and hallelujah: since September I am officially part of the Allyens family!
WHAT DOES ALLYENS HAVE THAT OTHER COMPANIES DON’T? I was completely drawn towards the ethical aspect of the company. I see a very big potential in communication that ensures a diverse group of people will not only receive a message, but also respond to it in a positive way. This approach increases the level of satisfaction and the engagement of the audience. My experience in an advertising agency - where I worked strategically and juggled between different projects - and in a non-profit organization – where I felt the satisfaction of doing ‘good’ - made me realize what aspects of a job give me energy. At Allyens, I found the best of both worlds.
“I WAS COMPLETELY DRAWN TOWARDS THE ETHICAL ASPECT OF THE COMPANY.” HOW EXACTLY DO YOU CONTRIBUTE TO BUILDING AN INCLUSIVE SOCIETY? As a Communication Strategist, my added value lays in helping clients to communicate with their diverse audience in a way that makes no one feel excluded. I am constantly looking for new opportunities and I try to convince companies and organizations to never leave out diversity and inclusion in their communication strategies. This will allow them to widen their reach with big-impact-campaigns as a pleasant result. Giving strategic and substantiated advice to clients on how they should communicate best about their products or services, empowers me. In the end, I hope that they can also inspire people within and outside their companies to become die-hard fans of building an inclusive society.
WHICH INSPIRATIONAL SOUL GIVES YOU WINGS? In the blink of an eye: Barack Obama for sure! He is a great example of how to always chase your dreams, even if they are bigger than yourself. He taught the world that when you take responsibility for your own fate, that if you choose to engage, and if you speak out in your communities, then all problems become solvable. He also showed mankind that you can not only get love, companionship and support from your partner, but that one can encourage the other to become a fully-fledged sidekick, just as dynamic in leadership ability.
NEWBIES 2019 - AZE & KRISTIEN
An interview with freelance copywriter Kristien
WHAT DOES INCLUSIVE COMMUNICATION MEAN TO YOU AS A PERSON AND A COPYWRITER?
WHERE DO YOU GET YOUR INSPIRATION IN CASE OF THAT DREADED WRITER’S BLOCK?
In either way, discrimination: bah. Before judging, make sure you know the whole story, right? To be honest, I hadn’t heard of inclusive communication before applying at Allyens. Mea culpa, I feel deeply ashamed (laughs). But as soon as I laid eyes on the vacancy, I instantly fell in love with the concept; unique and above all: human. I’m a true people person, so writing within a creative and sociable framework, is a double incentive for me.
Aaargh, the writer’s block, he’s a tough cookie. After all those years, I learned: when inspiration is not coming, it’s not coming. It’s no use to force yourself to keep on staring at your laptop screen for hours and praying for the right words to arise. My method? I try, I try again, I try more and yet harder. If I’m still looking at a white page after hours, I shut down my computer and go focusing on something else. Clear the mind, making new space in my head for smashing ideas. Luckily (hm, is that the right word in this context?) writer’s block mostly happens when I am working on one of my own projects. My website, for instance, oh boy, that took me ages! Before ‘showing myself’ to the world, the site really needed to represent the authentic me. And being a perfectionist (in my job, you don’t want to see the inside of my car) my level of satisfaction is not easy to reach.
As a copywriter, you must be able to ‘feel’ your customer and its audience. If you are empathic and sensitive to other people’s thoughts and ideas, you better get the message they want to bring. Of course, a profound briefing is important. It’s not all about feelings (laughs).
DOES KRISTIEN ON THE JOB DIFFER FROM KRISTIEN AMONG FRIENDS OR AT HOME? I am quite a wysiwyg, you know. What you see is what you get, haha. But of course, when working at a customer’s office, I do adapt to the ‘house rules’. Professionalism above all. At Allyens, I’m the oldest, kind of the grandma of the group. But I do have a young mind and the Allyens team is not only great (fun) but mature too! So maybe I’m sometimes less loud than I normally am, and I move less. I’ll explain: being a freelancer I work a lot from my place. While in the office I sit nicely at my desk, at home I get up from my chair at about 100 times a day: to make a phone call, to go for a walk, to comb my hair, to eat, to drink and to whatever more. It may sound fatiguing for me it works perfectly. Those little breaks boost my creativity.
“I’M A TRUE PEOPLE PERSON, SO WRITING WITHIN A CREATIVE AND SOCIABLE FRAMEWORK, IS A DOUBLE INCENTIVE FOR ME..” GIVE US YOUR ULTIMATE ADVICE TO REACH A DEADLINE. Start on time and provide enough margin even before setting or agreeing on the deadline. Ideas need time to grow and copywriters should not be happy with the first one. There might be a better one popping out of your mind later. Also, I am not good at making up good copy on the spot. So if today you would ask me to write something, I most probably would come up with something much more qualitative and stronger tomorrow than if I had to turn my text in within an hour. What actually helps, is to not set the bar too high. High, very high, but not unreachable high. This might sound weird coming from a perfectionist, but there might always be a better sentence or funnier expression. And at some point, you just have to round up. However, this philosophy is not easy to apply. But I keep on practising. And off the record: I confess, I’m the queen of procrastination too. But hey, I will always make my deadline!
MAYADA YOU HAVE BEEN HEAD OF THE PROJECT MVSLIM.COM FOR A FEW YEARS NOW. YOU COMBINED THIS JOB WITH YOUR STUDIES AND NOW, AS WE SPEAK, YOU GRADUATED (APPLAUSE) AND STARTED FULLTIME AT ALLYENS. HOW DO YOUR INSIGHTS AND EXPERIENCE FIT IN YOUR JOB? It is important to me that our tone of voice is inclusive, a language that we use in all our content and via every channel. Whatever we discuss; our main purpose is to always spark the interest of all our readers, regardless of their backgrounds or personal views. To be able to communicate with everyone - when the spectrum is that wide - is truly an asset. At Allyens, inclusivity is at the heart of the company. It doesn’t matter what kind of project we are working on or what kind of company our client is: inclusion is always the top priority. This is exactly what distinguishes Allyens from other communication agencies. But these insights aren’t limited to inclusive language. At Mvslim.com, we are change makers. We believe in change, we have seen change and we are proud of how we brought change. Change is always possible and we all must strive for it. Our society is not yet as inclusive as it should be and that’s why we- all of us - should not only believe in a better society, but also continuously work on building one.
WHAT IS ALLYENS’ ROLE IN THAT SOCIETAL CHANGE? While Mvslim.com changes the narrative – let’s say the ideological change - Allyens focuses on changing one of the foundations - companies and organizations - from within. One of the most problematic issues minority members face, is institutional discrimination. It does not matter if you have the highest degree or the greatest passion; if you look different than majority members, you can bet on it that you will get a lot less opportunities. Companies will, sometimes unconsciously, already during the recruitment, filter out candidates with a minority background. This leads to a systematic disadvantage for minorities. Now companies finally understand the value of these employees, they knock on Allyens’ door to learn how to reach them better. Our society is - finally - opening for talent that was once ignored. And Allyens is contributing a lot to that realization.
NEWBIES 2019 - MAYADA
Last but not least: an interview with familiar face Mayada.
HOW WOULD YOU DESCRIBE YOUR ADDED VALUE AT ALLYENS? I have a background in Humanities and I am an idealistic person so I often work on projects for civil society organizations. Think of projects related to awareness, democracy and media. I am very passionate about human rights and intersectional justice. My educational background are Middle Eastern studies and I have a Master in Gender and Diversity. This combination was perfect for my role as Inclusion Advisor at Allyens.
TELL US ABOUT YOUR FIRST MONTHS AT ALLYENS! I am very fond of my colleagues, so I would describe our team as very warm and ambitious. We all have very different personalities and backgrounds, what makes Allyens a hotspot of very interesting people. My first months went well, and I am looking forward to the challenges that are yet to come!
“WE - ALL OF US - SHOULD NOT ONLY BELIEVE IN A BETTER SOCIETY, BUT ALSO CONTINUOUSLY WORK ON BUILDING ONE.”
Zineb Berrag “Inspired by reflection. Lead by change.”
Anaïs Langbeen “Those who don’t know history are bound to repeat it.”
Laura Buydaert “Create with the heart, build with the mind.”
Aze Van Coillie “I can come up with good ideas at any moment, except for when I’m sitting behind my desk.”
Mayada Srouji “Grab a cup of coffee with me!”
2. THE NEWBIE CLUB
Kristien Cockx “Nothing changes if nothing changes.”
ALL WOMEN TEAM
BEING THE ROOSTER IN THE HENHOUSE: a true story by the cockerel itself đ&#x;?&#x201C;
ALL WOMEN TEAM
By Taha Riani
Do you know what I see when entering the office in the morning? (Hey, 10.30 is morning too, and my energy level is doing its very best to rise and shine at that time. Fyi: I come in late because I work until past midnight, as strategic insights and new ideas still have their little party going on in my head then). So. Do you know what I see when entering our trendy office in the morning? Women. I stop by in the kitchen for that desperately needed coffee and I meet: women. I go to the first floor and say hi to: women. My desk is at the second floor and I share the space with my Managing Partner in crime: a woman. Need I say more? Iâ&#x20AC;&#x2122;m the only man in a little building full of ladies. And that, dear readers, absolutely makes my day(s). My female colleagues are a fantastic mix of loud and less loud individuals. They all have strong opinions (one expresses herself more subtle than the other, uhu) and unique personalities (am I scoring here?). They teach me that having balls is not the privilege of men. My co-workers show their intelligence in more than one way. They almost smell when another colleague is having a sad day and they use their gut feeling to evaluate clients and situations at first sight. Female intuition, I guess.
My experience is that women can act like men, but never lose touch with their sweet side. And okay, if I do have to be stereotypical for once: they notice that the kitchen is dirty and that we run out of clean cups, long before I even see that the area is ready to disinfect. But donâ&#x20AC;&#x2122;t we have to practice what we preach? As building an inclusive society is our reason of being, that also means that more men should come on board to create a balanced male/ female office population. It is marked in bold on our good intentions list for 2020 and weâ&#x20AC;&#x2122;re looking forward to blend talented m/v/xâ&#x20AC;&#x2122;s. But, euhm, we donâ&#x20AC;&#x2122;t have to hurry thĂĄt much, do we? Because, if I may confess, I will miss those moments being the only guy in this crazy creative spot, surrounded by the most radiant appearances. KotKotKodeiiii!
THE OFFICE LIFE
THE OFFICE LIFE ð&#x;&#x2019;» 19
2019 IN NUMBERS
10 22 197 đ&#x;&#x201C;&#x161; 15
new clients helping us building an inclusive society (note to everyone: we mean one client at a time).
happy clients. By all the powers, we get a striking kick of the smiles on their (and our) faces when looking at the results.
job-applicants, and only 5 of them made it to the A-team.
new projects, and we can proudly add some A-listers to our portfolio.
new team members, combining an extensive knowledge in communication strategy and inclusion to conquer any challenge. Yes, you can call us the A-team!
lectures given, because we do like to share our knowhow and experience.
4 đ&#x;&#x2DC;&#x201A; 2944
job students, where even the A-team was jealous of.
giggles, with an average of 4 a day.
2019 IN NUMBERS
20 100 đ&#x;¤? đ&#x;?° 18 250 â&#x2DC;&#x2022; đ&#x;¤&#x201C; 75 7 đ&#x;?&#x2022;đ&#x;&#x2018;Šđ&#x;?ł 2543 Instagram posts, mostly dominated by our dream team members.
meetings: a close contact with our clients + listening to their input = our number one priority.
coffee packages. Large ones. Donâ&#x20AC;&#x2122;t judge us. We need our caffeine shots once in a while.
new Instagram followers and still counting.
interns. What they lacked in experience, was compensated by their awesomeness!
slack messages, of which 70% were food-related.
2019 IN NUMBERS 21
WE SAID GOODBYE TO:
WE SAID GOODBYE TO SOFIE
An interview with Sofie, our former Marketing Manager
HOW WOULD YOU DESCRIBE ALLYENS AS A COMMUNICATION AGENCY? Allyens has a broad scope of clients and it delivers various kinds of projects. The core of them always revolves around inclusive communication and that is a great thing, of course. I always highlighted this immediately when talking to new clients. What makes Allyens exclusive, is that its communication is inclusive. It is one of the only agencies in Belgium that can solve the challenges regarding inclusive communication. More and more companies invest in focusing on that aspect because of the societal need. However, you sometimes notice that their actions are imposed by external pressure. Allyens, on the contrary, always tries to develop inclusive communication in a natural way. It feels much more authentic. We are talking about an absolute unique asset here, aren’t we (laughs)?
YOU MOST CERTAINLY HAD ‘HIGHS’ DURING YOUR ALLYENS PERIOD? You bet I had! I loved the feeling when a project was successfully completed. Some of them required a lot of energy and sometimes I struggled like hell. But when in the end we received compliments of a satisfied client, it made it all worthwhile. My favourite project was Equal.brussels, although things got really – like, really really - hectic sometimes. I remember a moment where I thought: “We can’t fix this anymore. Never (laughs).” But somehow, we did and we got very positive feedback from the organization: about our work ànd our flexibility. As it was my first working experience, that project just gave me an amazing feeling. Oh, and I also enjoyed the projects for VBO, especially the hackaton.
WHAT DOES YOUR PROFESSIONAL JOURNEY LOOK LIKE AT THIS VERY MOMENT? I currently work as a project consultant. I made this choice because I wanted to discover the potential I have in other job functions. My goal is to find out which one will be a match made in heaven, what my strengths and weaknesses are and what I can do to improve. Working as a project consultant is the best way to do that. I want to gain as much experience as possible and do as many different jobs as possible.
WHAT DID ALLYENS TEACH YOU THAT HELPS YOU IN YOUR CURRENT JOB? Without any doubt: the fact of Allyens being a start-up when I worked there. That gave me the opportunity to be part of a company developing all aspects of entrepreneurship. I was responsible for the practical side of different projects. During that process I discovered how a start-up slowly finds its place in society. I learned how to deal with a lot of responsibility. It was amazing to work there at a young age. The experience is an important added value to my career. It didn’t feel like my first working experience. Allyens gave me the chance to learn from my mistakes and taught me to take risks. I dare to say: it helped me facing professional challenges in a more confident way. I am so grateful for that adventure; it made me a more ambitious person.
ANY ADVICE FOR THE NEWBIES AT ALLYENS? This may sound cliché, but grab all the chances you get! Take responsibility when it’s necessary and try to be yourself as much as possible. That is always appreciated. Don’t be afraid of a little challenge, because if you are you will never find out how good a happy-end-project feels.
ONE LAST THING YOU WANT TO ADD? Keep up the good work, guys!
WE SAID GOODBYE TO TESSA
An interview with Tessa, our former Account Manager
HOW DID YOU EXPERIENCE WORKING AT ALLYENS?
WHY DID YOU SWITCH TO ANOTHER PROFESSIONAL CHALLENGE?
I started at Allyens in early 2018 as an intern within the context of my Master in Gender and Diversity. It was really fascinating to see how this agency tackles prejudices about diversity. I therefore didn’t hesitate to start working there after my internship ended. I got to know my strengths, but certainly faced my weaknesses too. For example, I really loved designing campaigns and assignments, as well as drafting reports and evaluating them. But turning an idea into an actual campaign was a lot more challenging than I thought. After all, I did not really have a background in marketing.
The distance to Antwerp turned out to be harder than I thought, so after 1.5 years I decided to look for a challenge closer to home. I currently work as a consultant within the temporary employment sector and I want to further specialize in the administrative side of it. It is something completely different from what I did at Allyens, but I also still come across the topic of diversity.
DESCRIBE US YOUR JOB! I was responsible for various projects, from proposal to elaboration to evaluation. During this process, I always consulted my colleagues. In addition, I maintained most of the contact with customers regarding the current situation of their projects. There was a lot of variation in my work, not one day was the same.
YOU MUST BE – DESERVEDLY - PROUD OF SOME OF YOUR ASSIGNMENTS, AREN’T YOU? Yes, I am (laughs). The Eid campaign, especially the Morocco video for Brussels Airport. I had the chance to go to Morocco with Hanan and a film crew. There was so much stress and so little sleep. We cried and laughed together when it all became too much. But I am so damn proud of the result which, by the way, also reached a large target audience. The project of making vacancy lists gender neutral (Infrabel) was extremely fascinating too, because it fitted entirely within my field of interest and studies. I cherished that project like my child (laughs).
WHAT ABOUT THE UNFORGETTABLE MOMENTS @ ALLYENS? The many, many chats with colleagues. I learned a lot by just listening to them. The diversity within Allyens is unique and that is an aspect that I love! It is so nice to discover the similarities, in addition to the differences that you initially notice.
WHAT IS THE FOREVER-IN-YOUR-MIND LESSON YOU LEARNED AT ALLYENS? Don’t focus on the differences, but on the similarities. I also found out that prejudices occur where you least expect them. They can become so obvious that they are often no longer seen as what they are. I have learned to understand that everyone sometimes - and often unconsciously - has biases. Seeing and acknowledging this on an individual level is the first and most important step towards inclusion. Start with yourself, before pointing out to someone else. It is therefore so incredibly crucial to never stop fighting against these hidden prejudices.
PRODUCTS OF 2019 Just like most people on planet Earth, we use the kick-off of 2020 to look back on what we realized in the past year. We offer a wide variety of services to take our clients’ businesses to the next level: from recreating an entire employer brand to setting up smashing influencer campaigns. We would be honoured to share our small and large achievements with you. Ready to go weak at the knees?
LONG-TERM BEHAVIOR CHANGE CAMPAIGNS Brussels Airport Brussels Airport: a beyond exciting challenge. We mixed research and strategic insights to set up campaigns that could (and would) encourage Belgian Moroccans to hop on a plane towards Morocco for a lovely time with family and friends. ‘Op 1-2-3 in Marokko’ or ‘Vite vers le Maroc’ turned out to be one of our biggest hits, with a focus on behavior change in the long run.
PRE-EVENT COMMUNICATION Antwerp 10 Miles & Equal Brussels
We admit: we kinda fell in love with the City of Antwerp. For the third time in a row, we won the pitch for the Antwerp 10 Miles campaign. Yahoo! We launched a brand new hashtag - #RunAntwerpRun - motivating sportive souls to participate to the greatest sports event of the year. And from Antwerp we swiped to Brussels. Our campaign for the Dialogue Day of Equal Brussels focused on educating people about different religions and cultures, through activities in and around the city. Allyens didn’t only spread the (written) word, we also organized cultural city tours for people impatient to discover a different side of our capital.
INFLUENCER CAMPAIGN Kom op tegen Kanker
Who doesn’t get touched by the purpose of the yearly ‘Plantjesweekend’- have people buy azalea’s to support the ones fighting cancer - of Kom op tegen Kanker? We most certainly do. Our team and 5 microinfluencers, each surrounded by a diverse community, made sure our flowery influencer campaign was inclusive, encouraging and blinding attractive to anyone.
DIGITAL COMMUNICATIONS TRAININGS Stichting Democratie en Media
Stichting Democratie en Media (SDM) is a Dutch initiative that supports non-profit human rights organizations in whatever needs they have to achieve their goals. Through SDM, we trained over 30 organizations (!) to communicate better online and offline. We gave real-life workshops in Amsterdam and Barcelona, followed by virtual workshops throughout the year. Do we sound international, or what?!
INCLUSIVE SCREENING Infrabel
Creating a diverse workplace where everyone feels accepted, needs a recruitment process that is inclusive enough. Amen to that. So sorry to say so, but vacancies often don’t appeal to everyone. That’s why we did an exclusive inclusive check and double check- on Infrabel’s vacant posts. Right profiles come with warm and inviting vacancies, right?
CUSTOMER JOURNEY Vlaams Energieagentschap
Helping the world (or at least Flanders) to consume less energy and invest more in the renewable kind: that’s one hell of a job. The Vlaamse Energieagentschap considers it as its main goal. Along comes an enhanced premium policy, also targeting people with a lower socio-economic background. Unfortunately, this audience is rarely reached efficiently and the used communication campaigns miss their goals. Improving customers’ journeys, creating awareness and increasing the requests for premiums: hello, Allyens, can you help?
DIVERSITY & INCLUSION CAMPAIGN BNP Paribas Fortis & bpost
Whether we like it or not, our brain tends to create shortcuts and put people into boxes, based on their identity. More and more organizations want to make their employees aware of the impact of unconscious bias. So did BNP Paribas Fortis & bpost. ‘Mind your blind spots’: that was the internal campaign we set up for BNP Paribas Fortis. Everyone has these unintentional beliefs about groups of people. We assume things that definitely not always match reality. BNP Paribas Fortis decided an inclusive awareness campaign would do magic. And sometimes wizards exist… At bpost, we launched an in-house campaign that shows the diversity on the work floor. The slogan ‘Iedereen onderweg’ and strong visual eyecatchers - where the bpost’ers were the center of the universe – gave rise to feelings of belonging and togetherness. What a wonderful, wonderful world.
Our youth, our future. That’s wat they say. But shouldn’t we then start listening to our youngsters’ dreams, ambitions and opinions? VBO and Arenberg thought so too. In order to properly understand the different aspects of youth employment, VBO joins hands with research bureau iVox and yours truly, Allyens. That collaboration resulted in a bridging the future report, assessing the expectations of young people and employers on the job market. Apparently, Belgian youngsters seem to have little faith in ‘the institutions’ and are in need of perspectives that are still missing today. There’s a lot of work to be done, policy makers … Arenbergschouwburg noted that its audience is not quite a balanced representation of the Antwerp citizens. The organization knocked at Allyens’ door and asked us to explore how it could appeal more, better and livelier to young people and the new-urban public. Having inclusiveness in its DNA, Arenberg wants to offer a cultural experience ànd added value to every visitor. Check, we got the message!
Every once in a while, we get the chance to give a brand a full and complete make over (Cher would be jealous). So we did @ Eva BXL. This organization supports the Brussels local economy and invests in equality, self-development and job opportunities for citizens with a lower socio-economic background. We renewed Eva’s BXL’s logo, website, newsletter and all social media channels ànd advised the team how to continue communicating in an inclusive way. Go, Eva, go! 26
Johnson & Johnson (J&J for friends and relatives) is an American pharmaceutical company, worldwide active. Its people management is based on one major pillar, regardless of origin, belief and background: ‘Everyone must be considered as an indiviudal.’ J&J strongly believes that everyone can use its unique background and personal story to come up with solutions for a better, healthier world. The company is eager to attract young, diverse talent. Allyens was and is - oh yeah - partner along the way, analyzing existing hiring processes and initiating new inclusive ones.
YOUTH RESEARCH VBO & Arenberg
REBRANDING Eva BXL
AUDIT INTERNAL TALENT ACQUISITION PROCESSES Johnson & Johnson
HACKATHON VBO: Concept development
In 2020 VBO celebrates its 125th birthday. And that brings along some serious contemplation (while blowing out that amount of candles). About the future, for instance, and our youth. To get a better view on what’s inside youngsters’ heads, Allyens got the idea to gather 25 young ones (from 16 to 27 years old) for a 25-hour debate about the challenges of the next 25 years. During that Futurathon our team talked, inspired, moderated and afterwards analyzed the results that VBO published in its 125th birthday book (release: Feb 2020).
CONTENT STRATEGY Spot On
Spot On is an online platform of the Dutch television, founded by and for women who live in the Netherlands. The platform is committed to empowering women and embracing their diversity, from ethnic and religious differences to gender identity. Allyens developed a content strategy that supports Spot On in strengthening a prominent online visibility on Instagram, Facebook and YouTube. Didn’t Destiny’s Child sing it already? ‘All the women, independent...’
RECRUITMENT CAMPAIGN Unilever Unilever, thé multinational in the field of food, personal care and cleaning supplies needed a helping hand during their search for fresh blood in the company. Always ready and present to support, Allyens created an online recruitment campaign for young potentials internships, traineeships and early career oppportunities - with hyper-divers backgrounds. Yep, that’s how we love to spend our time!
SPEECHES 2019 - TAHA
SPEECHES OF 2019 đ&#x;&#x2014;Ł Managing Partner Taha @ Deloitte Human Capital Master Class Every year, Deloitte organizes the Human Capital Master Class, inviting its HR customers to dive deep into the Deloitte Global Human Capital trends. Thatâ&#x20AC;&#x2122;s a survey that the company conducts on an annual basis to discover the latest trends in Human Resources. Deloitte asked our very own Taha Riani if he would be interested in inspiring its partners with the success story of Allyens. The finishing touch of this event is always a special guest speaker. As Deloitteâ&#x20AC;&#x2122;s partners were impressed by Allyensâ&#x20AC;&#x2122; Forbes recognition and its journey (including the great results, of course), they were more than curious to find out more.
Deloitte already concluded through research that companies of the future must re-invent themselves as social enterprises, in order to be able to have more societal impact. Furthermore, companies should take responsibility and embrace the diversity of our society; they should work towards an inclusive workplace where individuals can simply be themselves. At Allyens we noticed that a lot of companies are struggling with this approach. â&#x20AC;&#x153;We see many customers who are inexperienced and insecure in this areaâ&#x20AC;?, says Taha. â&#x20AC;&#x153;That is why we have gained a tremendous expertise related to these subjects. We believe that if a company wants to communicate in an inclusive way externally, the internal functioning must first be inclusive-proof. Everyone within the organization should feel at home, being able to just be him- or herself.
Managing Partner & Strategic Wonder PEOPLE ARE JEALOUS OF HIS: strategic & inclusive communication skills
So indeed, Taha found himself on Deloitteâ&#x20AC;&#x2122;s event program. He talked about the importance of inclusive communication in todayâ&#x20AC;&#x2122;s changing society and how the present C-level managers could include the approach in their work and operations. â&#x20AC;&#x153;I still find it surreal how Hanan and I, two common students, founded Allyens only a few years ago and in the meantime ended up having a major impact on big companies and organizations. Iâ&#x20AC;&#x2122;m 23 years old and when I stand in front of a large audience, trying to inspire so many people... It is hard to grasp (laughs).â&#x20AC;?
â&#x20AC;˘ â&#x20AC;˘ â&#x20AC;˘ â&#x20AC;˘
Persusaviness & pitbull-like determination Matches concepts seamless with DNA of customers Looks beneath the surface for wow ing campaigns Uses magic to put brands online in the spotlights Firmly believes that all will work out in the end
YOUR EYES CLOSED, YOU RECOGNIZE TAHA: by his inimitable laugh SMASHING QUOTE: Allyens creates that spac e where people can shape and defin e their identities themselves.
SPEECHES 2019 - HANAN
Managing Partner Hanan rocked with her inspiring keynote @ Unleash Festival in Madrid September 2019, Madrid, Spain. The beautiful theater of Teatro Goya is filled with more than 1000 young people that are ready to be blown away by a series of international speakers, entrepreneurs and innovative thinkers. One of them is Hanan, our energetic Managing Partner, who is ready to overwhelm the audience with her story about the journey towards founding the agency.
“I LOVE SPEAKING IN FRONT OF MILLENNIALS, BECAUSE I CAN RELATE TO MANY THINGS THEY’RE GOING THROUGH.”
Unleash Festival describes itself as “the biggest international talent festival designed for the youth; where knowledge, enjoyment and excitement converge into one unique experience.” The event lasts 3 days and is held every year in Madrid, for over 1000 people, who come from more than 100 countries. The vibes are young and dynamic: there’s music in the field outside, inspiring talks inside and you hear interesting conversations everywhere. Hanan was intensely happy to be a part of this event. “It was a very unique experience to talk at Unleash Festival, because it attracts a very diverse audience. People from all over the world, active in different fields, are looking for inspiration here. And to be able to share the stage with some of the most innovative thinkers of the world, was simply an honor.”
PEOPLE WOULD GIVE A LEG FOR HER:
human, result-oriented, inclusive approach
• • • •
“I love speaking in front of millennials, because I can relate to many things they’re going through. Finding yourself, taking the first steps to build your career and discovering your skills; that takes up a lot of space in your mind. Sharing my story on stage is my way of being there for my generation. By talking about my own experiences (the good, the bad and the ugly), I hope to give a realistic perspective on entrepreneurship today.”
Brings her knowledge of inclusive communication to live in every way Always sees opportunities; if not, she creates them herself Never loses sight of her goals Convincing and integer guest spea ker
EVEN WHEN YOU’RE BLIND AND DEAF, YOU CAN’T IGNOR
dazzling enthusiasm TOUGH QUOTE: I look up to people that take control of the way their stories are told. They create their own narratives, they speak for themselves.
SPEECHES 2019 - ZINEB
Zineb @ UA: “They often say knowledge is power. I say sharing knowledge is power.” On Thursday, November 7, I got the opportunity to give my first guest lecture ever at the University of Antwerp. Super excited, I was! To be able to share my passion for inclusive communications with students of the Master of Economics and Marketing was beyond a pleasure. My lecture — in a nutshell — was about the changing composition of the Belgian society, the opportunities for brands, the different communication strategies to target minorities and those strategies’ benefits and pitfalls. Being a young graduate myself, it was important for me to be the voice of my own experiences. As a Communication Strategist at Allyens but also as a researcher. I used this moment to share a couple of key insights of my own study — the acceptance and effectiveness of targeted and inclusive campaigns — using Allyens’ best practices as examples. While doing this, I focused on both the perspective of Belgian minorities and majorities, aiming to really create a holistic understanding of the underlying dynamics. Being absolutely thrilled yourself is one thing; getting the audience to bounce too, is something else. Obviously, the objective of this lecture was to share my knowledge of inclusive communications. But I also aimed to highlight the importance and societal impact of communicating in an inclusive way and maybe, ideally, to spark some interest. And that is exactly what I got! The students were not only actively listening, but they also asked intriguing questions. Clearly, this subject is a hot topic among these youngsters.
I was happy to see that the students enjoyed the lecture. They liked the fact that my lecture was tailored to the Belgian market and culture. Also, the attendees appreciated that I didn’t only mention what often goes wrong when communicating with minorities. I also discussed possible alternative strategies beyond the level of representation, including campaign messaging, copy and channel strategy. Afterwards, some of the students approached me to personally thank me for giving clear, hands-on and actionable key take-aways. Others asked for more literature on this subject. However, the icing on the cake was when one student wondered if I would be her supervisor for her master dissertation. She also showed interest in an accompanying internship at Allyens. To inspire students — even if it’s only one — to get to work around inclusive communications is more than I ever expected to achieve with this guest lecture. I am beyond fulfilled, to say the least, and I am definitely getting the hang of it, so up to the next one!
PEOPLE ARE SPEECHLESS WHEN THEY NOTICE:
how her überfocus leads to actionable insights
Tackles customers’ structural and informal challenges related to diversity and inclusion • Our own Einstein when it comes to strategies that attract, understand and connect with a diverse workforce and consumer market • Convinced that critical reflectivity helps one see how beautiful things are beyond the obvious • Practices what she preaches IF ZINEB WAS A SINGER: she would already have scored a worldwide number one hit with The Diversity Song. MIND-OPENING QUOTE: Shifting to an inclusive society requires more than just bringing a variety of people together.
Geert Flipts Teamhoofd Kwaliteit en Ondersteuning Vlaamse Overheid - Energie
Stefan Maes Head of Communications & Events VBO
Johan Van Praet Content Manager Website & Publications VBO
Claire Goding Expert on Diversity & Inclusion Febelfin
Suzy Van Gerwen Diversiteitsambtenaar Vlaamse Overheid - Energie
Sasha Grujicic Expert Influencermarketing Stad Antwerpen
Nga Nguyen Communication CoĂśrdinator VBO
Joris Vandersteene Senior Manager HR Projects VBO
Pieter Tijtgat Lynn Verrydt CoĂśrdinator Wetenschapscommunicatie Policy Officer on Equal Onderzoeksverantwoordelijke Opportunities Onderzoeksgroep Onderwijs Vlaamse Overheid - Expertendatabank Odisee Hogeschool
Els Lagrou Director Marketing & Communication Febelfin
CLIENTS OF 2019:
3. THE SOCIETAL CLUB đ&#x;&#x2021;§đ&#x;&#x2021;Ş
CLIENTS 2019 - SUZY VAN GERWEN (VEA)
WHY SHOULD EACH GOVERNMENT WORK WITH ALLYENS? Suzy Van Gerwen (VEA) Suzy Van Gerwen started her career at the Flemish Government like any other ambitious civil servant: by passing the required tests. “I have always been the type of person interested in topics like diversity and inclusion. You can imagine my joy when I was asked for the job of Diversity Officer at Vlaams Energieagentschap (VEA). During our collaboration, we learned more about the ins and outs of her function. But still, curious as we are, we were dying (not literally, of course) to find out how exactly one grows into this specific role. Time to fire some questions. A Diversity Officer implements and follows up on measures that ensure equal opportunities. That’s a bit of mouthful, isn’t it (laughs)? Paying attention to equality and diversity in our organization - and by extension in our current society - is quite normal for VEA. Embedding this theme into our organizational structure is absolutely necessary to make sure we have an entity-specific policy around equal opportunities and diversity.’ Suzy explains when I ask her about the departments she works in. The Flemish Government being socially engaged is very important in my position, idem for knowing profoundly how to implement equal opportunity measures.
“OUR MESSAGE NEEDED TO BE CLEAR, INCLUSIVE AND COMPREHENSIBLE FOR ALL TARGET GROUPS. THANKS TO THE CREATIVE TEAM OF ALLYENS, WE ACHIEVED OUR GOAL VERY WELL!” Many things are going on at the same time at VEA’s. We really felt the importance of reaching effectively our audience. We created a campaign around badly isolated rental properties, meant for both owners and tenants without stigmatizing them. Absolute requirement: our message needed to be clear, inclusive and comprehensible for all target groups. Thanks to the creative team of Allyens, we achieved our goal very well!
VISUALS OF THE CAMPAIGN "HUUR-EN-ISOLATIE PREMIE" CREATED BY ALLYENS FOR THE FLEMISH GOVERNMENT
STEFAN MAES (VBO) ABOUT MILLENNIALS:
what are the biggest challenges for companies nowadays? MILLENNIALS @ THE WORKPLACE — A MATCH MADE IN HEAVEN? Millennials are hot today, also on the job market. “Not surprising”, says Stefan Maes. He is Head of Communications & Events at Verbond van Belgische Ondernemingen (VBO), an organization representing the interests of Belgian companies. According to him, the war on talent has been going on for years now. The job market needs several profiles, including millennials and the set of skills and experiences they bring to the table. Nevertheless, Belgian organizations face a couple of challenges when it comes to hiring millennials: getting all expectations aligned and communicating with each other in an effective way. “And there you got the sticking point”, explains Maes. “Companies often don’t speak ‘the millennial language’ and vice versa, resulting in a lack of understanding and a misperception on both sides.”
BRING ON THE MENTALITY SHIFT
MATCHING MILLENNIALS TO EMPLOYERS AND VICE VERSA - A 360° EFFORT
One of the mismatches is the absence of professional experience of millennials. And that’s precisely the demand of the employers. Maes is convinced that a mentality shift is needed. And he is hopeful! The VBO’er notices that companies are open minded towards young graduates who have yet to gain their first working experience. These companies realize that they can’t expect millennials to be immediately operational from day one. Therefore, they increasingly take this into account when looking at new hire training and development processes.
VBO mainly interacts with Belgian companies, sharing interesting research insights and helping them to adjust their policies. If necessary, VBO supports them in implementing changes to their approaches. In collaboration with Allyens and iVoxx, VBO launched a unique report that compared the perception of millennials with the one of employers. They focused on several work-related topics, allowing a clear comparison between both parties (which often lacks in today’s research).
Also, millennials’ interpretation of experience is shifting. “They give a new dimension to the meaning of the word. On their resumes they mention their experiences as an intern, student worker, volunteer or member of a youth movement, emphasizing they possess a lot of soft skills employers might look for.” These shifts are important, but are they enough? “Not really”, says Maes. He believes that companies today still insist on having experience. Result? They fail to see the millennials’ long-term potential. “A strict interpretation of ‘experience’ doesn’t necessarily lead to the best possible recruitments. You can invest in high potentials, train them and along the way build a lasting relationship that turns into a long-term commitment. Or you can hire someone readymade who might leave the company after one year.”
Furthermore, VBO recognizes the power of social dialogue. Maes claims that matching millennials to employers and vice versa requires a 360° effort. “In companies where employees are happy with their jobs and feel at ease, you’ll often notice that a few contributors are involved. HR is definitely one of them. But when you talk about millennials and attractive jobs, you can’t ignore the way organizations brand themselves in their communication. Of course, the press and (social) media play a role in shaping millennials’ perceptions too. And what about the top management? Things at an executive level get implemented when the CEO and his management team support them. Conclusion: many stakeholders are involved in the whole story.”
CLIENTS 2019 - STEFAN MAES (VBO) ABOUT MILLENIALS
SOME ADVICE FOR MILLENNIALS AND EMPLOYERS In Maes’ opinion, mismatches between millennials and employers aren’t necessarily a bad thing. “Mismatches keep the dynamics on the job market alive and changing. They push millennials and employers to challenge each other and make essential efforts.” Stefan Maes has some valuable advice for both parties. “Employers should really inform themselves about millennials - who they are, what they value about work and how they see their roles in an organizational context. Have a real conversation with candidates, identify matches and take the organizational values and procedures into account. This should happen even before setting up a recruitment strategy or policy”, says Maes. “It will lead to a fruitful corporate work culture. You bring in people with different viewpoints; if you do that the right way, it will create a dynamic that will enrich your company.” While advising millennials, Maes stresses the importance of an open dialogue. He encourages them to go and talk to various companies. Every interaction brings one closer to knowing what career he’s best fitted for. career he’s best fitted for.
“MISMATCHES KEEP THE DYNAMICS ON THE JOB MARKET ALIVE AND CHANGING. THEY PUSH MILLENNIALS AND EMPLOYERS TO CHALLENGE EACH OTHER AND MAKE ESSENTIAL EFFORTS.” WHAT ABOUT GENERATION Z? TThe VBO’er is very excited for Generation Z; it will have immense opportunities — even more than millennials today. Maes dares to say that the rigidity that characterizes today’s job market will vanish in the future. That will result in a work environment where fixed jobs are no longer the norm, where new jobs will come up, where flexibility will drive work cultures. New generations bring these shifts with them. “More than 50% of the future jobs don’t exist today, so for these youngsters a very thrilling time is coming. It will require a bit of commitment and motivation to take these steps and to seize those opportunities, but I’m convinced they will manage!”
GENDER IN THE FINANCIAL SECTOR: Claire Godding, Senior Counsel Diversity, Inclusion & Societal Needs at Febelfin WHERE ARE THOSE WOMEN IN TOP POSITIONS IN THE FINANCIAL SECTOR?! Women are in need of role models. That’s the reason why the financial sector lacks females on the work floor. Talented women working 1 or 2 levels below their capacity: (sh)it happens. But don’t go shooting on men right away. It is not that they necessarily don’t accept women’s presence, they just seem to miss the confidence of thinking women can get there. And as soon as a job offers a substantial financial bonus, the competition between the two sexes gets difficult. A survey has shown that if women are aware of the ‘race’ against their male competitors, they would rather not even participate. Did you know there is also a bias in assessing women for top positions? Candidates are evaluated on their performance. It is proven that HR and management assess men and women in a fairly correct way. But candidates are also evaluated on their potential. Unfortunately, the strong bias is more noticeable here. When recruiters identify talents for a senior position, they unconsciously look for similarities: “Does candidate x or y looks like person z who is now excelling at the top? Are x or y equal to how I was 10 or 20 years ago?” Needless to say, that these lines of thought make it much more difficult for people with a different gender and background to get hired for those functions.
In Europe, Ursula Von der Leyen and Christine Lagarde fulfill fundamental roles for the economy. And guess what? We are not talking about ‘typical female’ positions here, but high level, financial, key functions. This will encourage other women to express and chase their ambitions too.” “Good news: the financial sector is fully aware of the issue. Bad news: there is still an awful lot of work to be done. But also, in the academical, industrial and legal world a lot of things need to change. Areas where there is a lack of diversity seem to face very identical situations. Time for a sector-focused approach? And what about the gender issues in the healthcare sector? Hospital boards consist most of the time of men while the nursing staff is not seldom made up of exclusively women. Top and bottom should be more equal; mixed, shaken and stirred.”
CAN WOMEN NOWADAYS STILL STAY HOPEFUL? “An honest and true example (also subject of international studies) ... Two large banks indicated that the performance of men and women was identical; women even did slightly better in terms of leadership and sales. When it came to potential, however, women appeared to score lower. But there’s hope. Hope that as soon as the first role models stand up, things will improve. We see that change in other sectors too; look what already happened with gender in politics in 2019. Keep the faith!”
“GOOD NEWS: THE FINANCIAL SECTOR IS FULLY AWARE OF THE ISSUE. BAD NEWS: THERE IS STILL AN AWFUL LOT OF WORK TO BE DONE..”
CAN YOU TELL US MORE ABOUT THE SECTOR-FOCUSED APPROACH AND ITS IMPACT? “I’m a strong believer of a sector-focused approach; many areas can create leverage if only they want to. That is exactly what we are doing now. Proud to say that Febelfin has set up a multicultural network of bankers (who are nowadays mainly male and white). Makes one wonder... Our dynamic goal is to come up with other profiles too, keeping in mind today’s reality of dealing with ‘the glass ceiling’. There’s 4 major things to remember for forever: the importance of measurement, e.g. the glass ceiling; the importance of
CLIENTS 2019 - CLAIR GODDING ABOUT GENDER IN THE FINANCIAL SECTOR
role models; the importance of building a culture where curiosity is encouraged; the importance of talking to people in order to better understand what is going on, e.g. young parents, colleagues with disabilities, young and older women...”
SHOULDN’T THE FINANCIAL SECTOR PUT MORE EFFORT IN BECOMING ATTRACTIVE TO WOMEN? “We know, we know: the financial world has the reputation of being dominated by men. To make the sector more accessible and attractive to women, we have to put female role models in the spotlights. We need more young women from different backgrounds with different job descriptions with whom junior students can identify themselves. We continue working on our ‘women in finance’ charter. Over 90% of the companies in the financial sector are already joining (34 companies signed it). Now it’s up to us to meet with them individually, see what their positions are on the charter, scale the glass ceiling and write a specific plan with measurable objectives.” “We need to move forwards in terms of sustainability and communicatie better about the strong desire for more ethics. Women need a stronger commitment; that is often there, but unfortunately not visible enough. Finally, vacancies should be much more appealing and inclusive. We already organized a workshop at the event ‘Women in finance’; 20 banks were present and interested to learn how to transform actual job descriptions into attractive versions to draw the attention of a wider range of candidates.
WHAT WOULD BE YOUR ADVICE FOR WOMEN IN THE FINANCIAL SECTOR? “Women who want to become successful in the financial world, are mostly already working in it. Usually they entered that sector purely by chance. Once there, they discover that behind the doors of a bank there is also room for teamwork and creativity. They see this interesting career where changing positions are possible. To every woman out there: “You can evolve by networking, by communicating about your ambitions. Make yourself visible. It is important that you find good mentors. Dare to be authentic. Our biggest enemy is our perfectionism. That is why I tell you: don’t be perfect, use the 20/80 rule. Focus on the essential things and once they are done, tell the whole wide world about them. Good luck!”
SOME SIDE NOTES BY OUR GENDER EQUALITY WARRIOR ANAÏS •
Women in Finance (WIF) is an initiative of Febelfin that strives to achieve more gender diversity in the financial sector. Only 25% of leading positions are currently filled by women even though 50% of all empolyees in the banking world are women! • On June 17 2019 WIF pub lished a charter that puts forward three action points: make job descriptions more inclusive; set up a men toring program; and make sure there are enough female leaders so that women can have inspiring role models. • The charter was signed by companies like BNP Paribas Fortis and Ethias as well as the Federal Public Services Finance (FO D Financiën). • Besides Belgian initiativ es, global and European ‘Women in Finance’ initiativ es were launched over the past few years.
INFO ANAÏS AT ALLYENS:
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CLIENTS OF 2019:
4. THE NON-PROFIT CLUB đ&#x;&#x2018;&#x160;
Danny Jacqmot AttachĂŠ equal.brussels
Marina Van den Nouweland Campagnemanager Kom op tegen Kanker
Anke Berckmans ProjectcoĂśrdinator Campagne Kom op tegen Kanker
Sarah Van Dingenen Community & Social Media Content Manager Kom op tegen Kanker
Kamille De Backer Communicatie verantwoordelijke & Projectmedewerker EVA Bxl
CLIENTS 2019 - INTERVIEW WITH MARINA VAN DEN NOUWELAND (KOTK)
MANAGING CAMPAIGNS AT A NON-PROFIT ORGANIZATION AND DEALING WITH DIVERSITY AND INCLUSION An interview with Marina Van den Nouweland (Kom op tegen Kanker) by former intern Aze Van Coillie I am crossing paths again with my former internship coach Marina Van den Nouweland. She is Campaign Manager at Kom op tegen Kanker and known as the lady who wears many hats within the organization. When I started my internship two years ago, I was an enthusiastic rookie who explored the world of work for the first time. During this training period, my affinity with the organization grew fast. In my opinion Kom op tegen Kanker is a very powerful company with a strong impact on society. I realized I never asked Marina where her passion for the job came from. I was interested why she decided to work with Allyens, so we met up, drank some coffees and had a great talk.
However, Marina speaks highly of the sector and the people she works with. When reflecting on her career over time, she concludes that the sector has professionalized a lot since she got on board. Marina thrives on what she gets back from her job, especially the personal stories and feedback. Both are powerful, in a way that they push her to keep working just a little harder. Furthermore, the experiences she encounters at events and initiatives that Kom op tegen Kanker organizes, give her that daily dose of energy.
A MANAGERIAL JOB IN THE NON-PROFIT SECTOR
Why she decided to work with Allyens? “Allyens doesn’t discriminate and neither does cancer." Kom op tegen Kanker has worked on different initiatives with an eye for inclusivity. For example, in its project to keep youngsters from smoking, the organization led a campaign that showed a diverse audience. Kom op tegen Kanker’s mission is to reach all kinds of people. But despite its efforts to approach a broad audience, it was still difficult for the company to get in touch with people with diverse cultural backgrounds, as they tend to use different media channels.
After working in the communication sector for over twenty years, Marina wanted to do something where she could create more social impact, something that she could be proud of. This led to the conscious decision to change jobs, seven years ago, and start a career in the non-profit sector. And that is exactly how Marina became Campaign Manager at Kom op Tegen Kanker. "I didn’t regret it ever since. I feel that my job is relevant to a lot of people and people can participate through the framework that we offer", Marina says. She explains that working for a non-profit organization can be hard at times. “First of all, it is difficult to make a distinction between job and voluntary work. The line between the two is really blurry. Secondly, the sector is full of people with a multidimensional expertise and background. I work with experts, people from the health care sector and volunteers. Everybody has his or her own skillset, which brings a lot of different approaches and opinions to the table. That can - as a consequence - often lead to long processes.”
DIVERSITY & INCLUSION IN THE NON-PROFIT SECTOR
“WE ALWAYS THOUGHT WE WERE OPEN TO EVERYONE, BUT WE DIDN’T REALIZE WE ONLY LOOKED AT THINGS FROM OUR POINT OF VIEW. THANKS TO ALLYENS, WE GOT THE CHANCE TO GET INSIGHTS IN THE WAY CONCEPTS AND CAMPAIGNS ARE PROCESSED WITHIN A LARGER AUDIENCE.” 37
CLIENTS 2019 - INTERVIEW WITH MARINA VAN DE NOUWELAND (KOTK)
Kom op tegen Kanker collaborated with us to make 'Plantjesweekend' en 'Dag tegen Kanker’ more inclusive. The ‘Plantjesweekend' project resulted - amongst other initiatives - in an influencer campaign with a diverse group of influencers. Allyens adviced on how to make the concept more inclusive. And the experience turned out to be very positive. “We always thought we were open to everyone, but we didn’t realize we only looked at things from our point of view. Thanks to Allyens, we got the chance to get insights in the way concepts and campaigns are processed within a larger audience.”
MAPIGN FOR PLA
“FOR KOM OP TEGEN KANKER’S CAMPAIGN TEAM, DIVERSITY WILL BE ONE OF THE FUTURE MAIN FOCUSES.”
Despite these obstacles, Kom op tegen Kanker recognizes the potential on how to reach its goal. The organization finds it interesting to focus on our youth and see them as its future. The youth population is getting more and more diverse. In our society these days, they represent more mixed groups than older populations. Kom op tegen Kanker sees the new generation as its way in to broader its audience. “We still have a long way to go”, Marina says, “but I can only advice people to broaden their point of view and to not keep doing things the same way they always did. Try to look at things from a different perspective.”
For Kom op tegen Kanker's campaign team, diversity will be one of the future main focuses. Marina emphasizes the importance of inclusion, which goes further than the term ‘diversity’. Her goal is to have all people recognize themselves in the company’s communications in order to make every individual feel included. Kom op tegen Kanker is on the right track towards more diversity and will now continue in the same direction. "It is not easy though. There are some barriers that we encounter”, Marina explains. “Cancer is a delicate matter and in some cultures, it is still difficult to talk about it. It is a challenge to communicate about the disease and our initiatives to a large audience using the same vocabulary. A diverse group means diverse media channels. We often spread our messages through 'één', Flanders public broadcaster, but a lot of people are not familiar with this television station. People with a different cultural background are usually hooked to media channels from their native country."
Communication Strategist & Expert Youth Culture
PEOPLE INSTANTLY FALL IN LOVE WITH HER:
ability to turn tough theory into manageable matters
Transforms abstract communication models into bright and functional frameworks • Passionate to plunge into every-everyeverything that concerns youth • Empathetic, but hey, don’t fool with her • Always finding colleagues’ inner creativity IF AZE IS NOT AROUND, YOU: feel a kind of an undefinable absence QUITE A QUOTE: I strongly feel the need for inclusivity in today’s society, and even more when I think about the future.
CLIENTS OF 2019:
5. THE MEDIA & CULTURE CLUB đ&#x;&#x17D;¤
Kristien Gerets Adjunct-directeur Communicatie deSingel
Jerry Aerts Artistic Director & General Manager deSingel
Katrijn De Wit CoĂśrdinator Pers en Publieksontwikkeling deSingel
Karlien meganck Programmator Podiumkunsten deSingel
THE IMPORTANCE OF DIVERSITY đ&#x;&#x201C;˘ IN CULTURE AND MEDIA (DESINGEL) Jerry Aerts (General and Artistic Director), Karlien Meganck (Programmer Performing Arts) and Katrijn De Wit (CoĂśrdinator Press and Public Activities) Our culture shapes our behaviour and our identity. The multidisciplinary team of deSingel knows like no other that multiple voices, perspectives and personalities bouncing off one another can give rise to out-of-the-box thinking. They are crucial to drive innovation and overwhelm customers. deSingel is an art center in Antwerp with a versatile range within the disciplines of music, dance and theatre. It is also the home base of the Antwerp Royal Conservatory (Dance, Drama, Music and specific teacher training courses). Although its artistic program was already internationally oriented, the audience was still rather dominated by white people. That was in big contrast to the diversity of the people deSingel team saw on the streets; it made the staff feel like they were missing out on a whole group of potential visitors.
The organization was specifically looking for a way to connect with the urban community for its family concerts, and asked Allyens to join forces. â&#x20AC;&#x153;Allyens suggested to look for authentic and relatable ambassadors in the city. They had the idea of involving five enthusiastic micro-influencers, who represented our urban population today. Their job was to deliver a good flow of authentic content and show heaps of engagement. Allyens called them our â&#x20AC;&#x2DC;authentic community bridge buildersâ&#x20AC;&#x2122;. All ambassadors handled their jobs with an admirable panache. They became true advocates and the social networks they work on are a multiplatform. Our challenge is to keep them warm about our initiatives and to interact with them closely to further develop the engagementâ&#x20AC;?, says Katrijn De Wit, Coordinator Press & Public Activities.
â&#x20AC;&#x153;We wanted to overcome the challenges we were facing by attracting a diverse audience and succeed in our mission to be a platform for the increasing diversity in our society. To us it was clear: we had to implement cultural diversity in all aspects of our operation. Our policy plan had to reflect inclusivity in audience, line-up and staffâ&#x20AC;?, says Jerry Aerts, General and Artistic Director.
â&#x20AC;&#x153;Our initiatives nowadays show a great evolution and lead to a mixed audienceâ&#x20AC;?, tells Karlien Meganck, Programmer Performing Arts. â&#x20AC;&#x153;We notice that the urban context is more and more important to schools. By involving all children in what deSingel has to offer, they get in touch for the first time with music in all its forms, which enriches their learnings and expressions.â&#x20AC;?
To reach all these domains, striving towards complementarity - where different players take the ever-changing urban reality into account in different ways - is a must. DeSingel chooses to appeal to a diverse audience in cooperation with and through the mediation of public and civil society organizations such as OCMW, CAW and Fonds Vrijtijdsparticipatie. Direct collaboration with the neighbours from Open School where newcomers take a Dutch course - gives striking results as well. But also other initiatives such as De Nieuwe Spelers (preparatory training in performing arts), Classic meets Urban in collaboration with Violencia and the conservatory and many additional projects contribute to more diversity among the public. All of this was partly achieved through guidance within a multi-year Scan & Do process. What attracts a diverse audience in a very direct way, is an infrastructure available to ethnocultural associations: e.g. free or less expensive entries. In addition to the previous initiatives, deSingel brought more diversity in-house, from management to employees.
â&#x20AC;&#x153;Continuing raising awareness for diversity and inclusion is an â&#x20AC;&#x2DC;obligated mindsetâ&#x20AC;&#x2122; for everybody who works at deSingel. It is more than a request, itâ&#x20AC;&#x2122;s a requirement. Someone who doesnâ&#x20AC;&#x2122;t carry the value of diversity, doesnâ&#x20AC;&#x2122;t really fit here. Itâ&#x20AC;&#x2122;s a constant point of attention, that we are non-stop working on by becoming an artistic universe that truly reflects our surrounding societyâ&#x20AC;?, concludes Jerry Aerts.
“ALLYENS CREATED A COMMUNITY OF AMBASSADORS TO PROMOTE THE FAMILY CONCERTS IN DESINGEL. THANKS TO THEIR ENTHUSIASM AND GENUINE COMMUNICATION WITH THEIR ‘DISCIPLES’, WE REACH MORE URBAN FAMILIES FOR THESE CONCERTS. A HINT: INVEST IN A LONG-LASTING RELATIONSHIP WITH YOUR AMBASSADORS; THEY BECOME CO-OWNER OF YOUR PROJECTS. AND INVOLVEMENT ENSURES GROWTH!” - KATRIJN DE WIT, DESINGEL
6. THE BELGIUM'S GIANTS CLUB
CLIENTS OF 2019:
Brechje Moerman Engagement & Inclusion officer BNP Paribas
Anne-France Simon Head of CSR Engagement & Inclusion Corporate Social Responsibility (CSR) BNP Paribas
Bernard Van Neste Diversity & Inclusion Manager bpost
Betty van den Nobelen Market Development Manager Brussels Airport
Geert van Dessel Senior Manager Aviation Development Brussels Airport
Karen Bulterys Market Development Specialist Brussels Airport
Leslie Buyle Communication Advisor Infrabel
7. THE INTERNATIONAL CLUB
Soumaya Azzagari Teamleader Online Content & Innovation KRO
Nathalie van Oosterhout Web Analist KRO
Rowan Blijd Verslaggever KRO
JaĂŻri Terpstra HR Talent Manager & Employer Branding Lead Benelux Unilever
Marlous den Bieman Corporate Communications Advisor Unilever
Marjolein Snieder Employer Branding Specialist Unilever
Rit Boeckx Management Assistant Office Manager (London) Johnson & Johnson
Janneke Jellema Consultant - TALENTA Consult Johnson & Johnson 43
DIVERSITY & INCLUSION AT BNP PARIBAS FORTIS:
An interview with Brechje Moerman
INTERNAL CAMPAIGN TO COMBAT STEREOTYPICAL THINKING
Brechje Moerman is Diversity & Inclusion Officer at BNP Paribas Fortis. We asked her how her team creates impact in a large company and represents it at the same time.
WHAT ABOUT YOUR JOB DESCRIPTION AND GOALS? â&#x20AC;&#x153;My job @BNP Paribas Fortis is a mix of communication, event management and training. Together with my colleagues, I develop strategies and tools for more diverse teams, based on figures (internal surveys, statistics). We provide trainings and tools accessible to all. We also intervene directly in certain teams or businesses, in order to work better on topics like gender balance, generation issues and many more. A detailed and custom-made approach is important because the situation is different in each division. There are for example contrasts between agencies and headquarters and differences per business.â&#x20AC;?
WHAT CAN YOU TELL US ABOUT THE ROLE OF THE DIVERSITY & INCLUSION TEAM IN ITS ENTIRETY? â&#x20AC;&#x153;My specific job is to clarify the role that our company can - and has to - play in society, as a financial institution and as a major employer. This involves a broad range of topics, such as a conference on â&#x20AC;&#x2DC;white privilegeâ&#x20AC;&#x2122;, or providing reasonable accommodation for employees with disabilities. Bringing in new progressive ways of thinking and showing that there is room and need for this within the bank area - which is an institution in continuous change - is part of an inclusive strategy. And more generally: of investing in a modern work culture. This is not just a nice-to-have, it improves the collective intelligence and thus the performance of the company.â&#x20AC;? â&#x20AC;&#x153;Another very important goal is to prevent discrimination as it is a significant risk for the company. Diversity and inclusion are part of the bankâ&#x20AC;&#x2122;s strategy. Our team creates impact with a focus on four important levels: collaboration with Human Resources, Communication, and involving Top Management & People Management. We also have an action plan for the upcoming year.â&#x20AC;?
EFFORTS AND ACTION POINTS ON DIVERSITY: DOES BNP PARIS FORTIS SCORE HERE? â&#x20AC;&#x153;Many companies are struggling with the topic of diversity, due to the way they were founded and have grown over time. On the other hand, good things came out of that history and expansion, such as being a government institution (Aslk) for a while, the creation of quotas, and so on. Also, large companies have their economy of scale and can create a major impact on society. For BNP Paribas Fortis that is even possible outside of Belgium, being part of an international group.â&#x20AC;? â&#x20AC;&#x153;Diversity for us means actively promoting the importance of the need for different profiles, while inclusion means contributing to a collective mindset with a lot of room for trust and as little as possible for fear. It means that people feel that they belong to a larger whole, that everyone feels heard. Our action plan for 2020 in bullet points: â&#x20AC;˘ Focus on generations: young people are difficult to recruit or to get attached for a long time to the company. There are also a lot of misconceptions and stereotypes about people who are over 50, which is a large population here. â&#x20AC;˘ Focus on gender: we want to keep working on a better perception about part-time work, and we want to encourage paternity leave. Working on gender balance is like having a car on a hill, you have to keep accelerating or the automobile will eventually roll backwards. â&#x20AC;˘ Focus on disability & long-term illness: We facilitate the adaptation of work environment and work conditions, and focus on awareness around the competences and capacities of the concerned colleagues.â&#x20AC;?
CLIENTS 2019 - DIVERSITY & INCLUSION @ BNP PARIBAS FORTIS CHALLENGES OF A DIVERSE WORKPLACE (BPOST)
AND NOW: THE INTERNAL CAMPAIGN TO COMBAT STEREOTYPICAL THINKING! â&#x20AC;&#x153;In collaboration with Allyens, we launched an internal campaign to combat stereotypical thinking. This campaign is very important because we are amid a transformation. Diversity and inclusion are now more important than ever. So, we not only ask all decision makers (HR, Managers), but also every colleague, to consciously deal with their subconscious bias and think beyond certain stereotypes â&#x20AC;&#x201C; which have more influence under the circumstances of stress.
With the events of the diversity week (non-violent communication, unconscious bias training, conference on anxiety, various debates on stereotypes about parenting, 50+, etc.) we want to provide tools to do this. The campaign (think of the slogans in the elevators) is an example of raising awareness of the stereotypes that we all have stored in the unconscious drawers of our brains. â&#x20AC;&#x2DC;Mind your blind spotsâ&#x20AC;&#x2DC; is a call to consciously make decisions, with a maximum of communication and good use of collective intelligence. Once more, the main goals are combating discrimination, and securing the well-being of all employees, with an eye on a better productivity and flexibility towards continuous change.â&#x20AC;?
CHALLENGES OF A DIVERSE WORKPLACE: An interview with Bernard Vannest (bpost)
BEING A DIVERSITY MANAGER IN A BIG BELGIAN COMPANY
DIVERSITY IS THE NEW REALITY
Bernard Vanneste is Diversity Manager at bpost. Or more elaborate: Bernard is Senior Project Manager in the HR-Department and focuses on diversity and inclusion.
â&#x20AC;&#x153;Bpost has sorting centers in Brussels, Ghent, Antwerp and Zaventem. We are proud to say that around 80 to 85% of our employees have a migratory background; we want to tell a positive story.â&#x20AC;? One of the pillars of this story is to present diversity as a fact, as a reality. Generation Z is growing up to perceive diversity as something normal and something that must be respected.
â&#x20AC;&#x153;I have been working for bpost for 40 years now; 25 years in Operations, 15 in HR. First as a Business Partner, afterwards as Senior Project Manager. I am a generalist, but in the later years of my career I wanted to invest in in more specific matters in order to build expertise. When I was asked in 2019 to pay special attention to diversity in my projects, I was immediately on board. A diverse society is a reality, also at bpost., As a company it is important to take steps to welcome this new diverse workforce properly. Thanks to my professional network both within bpost and beyond, I felt ready to accept this fantastic challenge.â&#x20AC;? And a challenge it is. Where the focus used to be on religious and cultural differences, the new diversity & inclusion projects include gender, LGBT-identities, (dis) ability and more. â&#x20AC;?First of all we need to implement a process for supporting Team Managers in managing a diverse pool of people. A productive way of training Managers in shifting perspectives regarding diversity, is having them participate in mentoring projects. We set up a partnership program with Duo for a Job, an organization that links seniors to newcomers who are looking for a job. In mentoring programs that last a year, seniors at bpost can share their experiences and knowledge with young newcomers.â&#x20AC;?
Does this affect hiring strategies? â&#x20AC;&#x153;Bpost definitely has to consider this shifting mentality. As diversity in all its forms and shapes will only grow, we need to be open to it, at least if we donâ&#x20AC;&#x2122;t want to lose power as a company and an employer. An organization that doesnâ&#x20AC;&#x2122;t present itself as inclusive will not attract young people. Focusing on what we have in common while acknowledging our differences, brings a boost of creativity to our company.â&#x20AC;?
â&#x20AC;&#x153;FOCUSING ON WHAT WE HAVE IN COMMON WHILE ACKNOWLEDGING OUR DIFFERENCES, BRINGS A BOOST OF CREATIVITY TO OUR COMPANY.â&#x20AC;?
Amir Motaffaf @amirmataffaf
Chakir Benjil @chakir_be_like
Chaimae Lamri Saifi @chimmaaaaa
Dounya El Gamous @dounyaelgamous
Layla Oudaha @inspirationofahijabi
Lien Robberechts @fitmetlien
Manal Toumi @manal_beauteam
Maxime Dewulf @lifeofmaxime
Mohamed Amin Elharchi @amindebouwer
Mohammed Chellouk @gift.mohammed
Omar Salhi @salhi_o
Oulfa Ahankour @oulfaxoul
Sara Belaich @sara.belaich
Sarah Dimani @Saraahdii
Soufyan Najjar @Soufyannajjar
INFLUENCERS OF 2019:
8. THE INFLUENCERS CLUB ð&#x;&#x2019;&#x192;
CLIENTS 2019 - LAYLA FOR BRUSSELS AIRPORT
An interview with Layla Oudaha about her collaboration with Brussels Airport (BA)
WHAT’S THE LINK BETWEEN ALLYENS AND YOUR VIEW ON DIVERSITY & INCLUSION IN THE INFLUENCER LANDSCAPE? I got in touch with Allyens via Tessa, a former employee there. She was looking for Belgian influencers with a Moroccan background for the Brussels Airport campaign. I am a true advocate for more diversity in influencer campaigns. We need to put valuedriven messages out there, show real life and instil purposes. That’s why I want to represent brands that show different stories, races and socioeconomic backgrounds. Brands that leave out inclusion in their message are alienating young consumers who, at their turn, will be more likely to connect with labels where their identities are reflected.
DID WORKING WITH ALLYENS HIT THE MARK? We share the same mission ànd passion: building a more inclusive society! I am so interested in Allyens’ projects. Those creatives always make sure that their initiatives match, feel authentic and create a longterm relationship between me as an influencer and the client. Brussels Airport is a beautiful example of this harmonious collaboration. You don’t feel like yet another ambassador, but like you are able to express your own tone of voice, creativity and personality throughout the campaigns.
SOUNDS LIKE A GOOD MARRIAGE BETWEEN YOU AND BRUSSELS AIRPORT? Oh yes, I have this great affinity with those people! I have been their go-to influencer for several campaigns now and I feel more like a loyal fan of them. I am only traveling via Brussels Airport, as they encourage me to stay authentic and share my honest opinion. That ended up in a mutual connection on a deeper level. BA made it possible for me to visit my family and friends in Morocco and to share this amazing trip on social media, being one of my best memories. Every visit to Brussels Airport reminds me of that fantastic experience. VIDEO BRUSSELS AIRPORT
Somewhere in West-Flanders, in the basement of her parents’ house, Layla Oudaha is building her own fashion cave. From there she is conquering the digital world, posting snapshots of her interior, fashion and daily make-up routines. Pretty soon she will have gathered over 101K followers on Instagram,, which makes her one of the biggest modest fashion influencers in Belgium. Layla is using fashion not only to express herself, but also to break stereotypes about women who dress modestly. She proves that you do not have to compromise your faith for fashion.
YOU MOSTLY POST FASHION RELATED NEWS ON YOUR INSTAGRAM FEED. WE LIKE YOUR STYLE! DO YOU FEEL THAT FASHION BRANDS ARE OPEN TO A BIGGER DIVERSITY IN THEIR BUSINESS? My style is definitely more refined, but I gain more creativity when working with everyday trends and brands, trying to tie them together with my own values. Modest fashion is going mainstream, all thanks to a group of diverse women embracing their unique identity on social media. Fashion brands pay more and more attention to an atmosphere where all people feel comfortable expressing themselves. I really hope they explore this path even more in the future!
WHAT'S YOUR BIGGEST WISH FOR US FOR 2020? Many many exciting collabs where I can make a difference, especially travel related!
An interview with Lien Robberechts, aka @Fitmetlien, about her collaboration with Stad Antwerpen for Ten Miles POST IG @FITMETLIEN
YOUR INSTAGRAM PROFILE AND BLOG DON’T LIE: SPORTS PLAY A BIG ROLE IN YOUR LIFE. HOW DO YOU ORGANIZE YOUR DAY AROUND YOUR SPORTS SCHEDULE? Sports do indeed play a big role in my life, but the last years that has slightly changed. I am getting a bit older, and I am prioritizing other things. In the past I used to get up, go for a run, have breakfast and later that day I often went for a second run. Right now, I still need it every day, but I don’t put the pressure on myself anymore to work out twice in 12 hours (laughs). To other people my schedule is obviously intense! But instead of going for a run and then for a swing, I jump on my bike to visit friends, for example. My focus is more on moving around than on endurance training right now. And I like it! By the way, we just got a little puppy and I must say, it keeps me active as well!
WE CONTACTED YOU TO PROMOTE THE ANTWERP TEN MILES, BUT UNFORTUNATELY YOU SUSTAINED AN INJURY DURING SPRING. HOW DID YOU SURVIVE? It was hard, I can tell you. Hearing I had to stop working out, even temporarily, was a massive blow. I blogged about it after I visited a great doctor who explained everything. I’m not going to bore you with the anatomical details, but thanks to my physiotherapist’s wonderful treatment and some little steps here and there, I was able to start working out again.
YOU POST QUITE A BIT OF FOOD PICS. IS THE RIGHT NUTRITION IMPORTANT TO YOU? Yes, of course. That is important to any athlete. However, I don’t restrict myself, you know. I don’t remove things like lactose or carbs; carbs are fuel when you work out! Before my morning training I never eat. I have breakfast at around 9 or 10 o’clock, after arriving at work. That’s different on Saturdays; as I start my sports session later, I do eat in the morning. When it comes to protein, I would rather have a chocolate milk than a protein shake. I mostly try to eat fresh and locally grown foods, but what I eat is quite mainstream!
WHAT DO YOU DO WHEN YOU ARE NOT WORKING OUT? Professionally? I work as a content creator in the IT & Business Consultancy. That means a lot of writing and copywriting, which I love. My brother owns a flower store and occasionally I help him in the shop. Besides that, a lot of our time goes to taking care of our little dog.
WHAT DOES INCLUSION IN SPORTS MEAN TO YOU? Honestly, doing sports and competing as an athlete, make identities fade away completely. I do not really think about my fellow competitors, beyond the fact that we are all there because we love sports!
BRINGING DIVERSITY INTO INFLUENCER MARKETING INFO LAURA
By Digital Creative Laura Buydaert
Digital and C onte
PEOPLE THINK FAIRYTA nt Creative LES EYES ON: the enga DO EXIST WHEN THEY LAY gi
brings out into
2019 shows the biggest rise of influencer marketing, with several companies call in the help of prominent and diverse influencers to support them strategizing and promoting their brands more effectively. With studies proving that influencers can yield a 910% on investment, it’s safe to say that influencer marketing is here to stay. With these campaigns having a global scope, the need for diversity is more necessary than ever! Power platform for influencer marketing Instagram announced that it had reached monthly 1 billion (yes, 1 billion!) active users in 2018 and is now well on its way to the second billion in 2020. They post 95 million photos and videos, along with uploading 400 million Instagram Stories. A day! Also, looking back at the development of the industry and the ground-breaking results it has generated, 2019 was the most exciting year for influencer marketing, showing no sign of slowing down anytime soon. Extensive research proves that especially millennials and young consumers are expecting more diversity in the ads and campaigns they’re engaging in. Hereby brands can’t rely on mainstream influencer marketing strategies any longer. They must embrace a more diverse approach in both their digital marketing strategies and the influencers that represent them.
TACKLING IMPLICIT BIAS
ng content sh e the digital wor ld
Perfect marria ge between cr eating digital campaigns & concepts and heaps of onlin experience e • Ensures customers th at th ei r digital story is as it should (in told cluding the ha • Managin ppy end) g social media and deployin influencer mar g keting becam • Surprises e her second mankind with nature her addiction management to cont IF OUT-OF-THE-BOX THINK systems and interpreting met ent rics ING WAS AN OLYMPIC win gold (and DISCIPLINE: Laura w silve ould STRIKING QUOTE: I re r and bronze) alized how in dividuals can even more in flourish an inclusive en vironment whe diversity is ac re cepted, respec ted and valued .
The first step is to acknowledge you have implicit bias and collaborate with a diverse group of ambassadors to create multi-directional pathways to enhance understanding and acceptance of cultural variety throughout the campaign.
A NEW WAVE OF SOCIAL MEDIA AMBASSADORS Since brands are leveraging influencers more than ever, they need to think about inclusivity from the very start of their campaign. Marketers must dare to act outside the box and approach influencers that better represent their communities. At least, if they want to keep up and stand out.
Brands and companies have this great opportunity to influence a humongous number of people, one social media post at a time. When using such influence, it is essential that organizations keep their target groups demographically in mind and craft campaigns that represent them as well as their core values. This means: checking the biases one may subconsciously uphold, in order to create influencer campaigns that share different stories through the lens of people from various ethnicities, religions, genders and socioeconomic backgrounds.
Tapping into diverse influencers is a way of showing the audience their true self and culture through authenticity. These diverse profiles are reaching the inclusive audiences that brands need access to without compromising on their identity and genuineness. Ultimately, they want their followers to stay engaged and come back for more on a long-term base. More positive brand sentiment and affinity is created, as connectivity between community and influencer is established.
Implicit bias plays a huge role in how brands select influencers for campaigns. We all tend to follow influencers that look and act like ourselves. We follow people who remind us of our values, those who we see and feel seen by.
If we want to create change for the future, we must systematically change the stereotypes. Thankfully, a new wave of influencers of different ethnicities are emerging and effectively making their mark in the industry. Brands that don’t evolve and prioritize true consumer representation, will continue to be disrupted by companies that realize the risk doesn’t lie in diversity and inclusion, it lies in ignoring it. 49
AWARDS - BRUSSELS AIRPORT (EID CAMPAIGN)
THE PRODUCTION AWARDS
MOST EFFECTIVE STRATEGY AWARD GOES TO Brussels Airport!
ACHIEVEMENTS AND SUCCESS OF THE EID CAMPAIGN The Eid campaign was the last part of a 12-month campaign that was entirely in the hands of Allyens. Traditionally, a lot of Belgian Moroccans go to Morocco to celebrate â&#x20AC;&#x2DC;Eid al adhaâ&#x20AC;&#x2122; with their family. This campaign was part of our one-year strategy, informing people about the option to travel to Morocco from Brussels Airport and to highlight the wide range of flights and airlines BA has. During an earlier campaign â&#x20AC;&#x201C; with video content - the target audience responded very positively. Through social media channels we reached the largest number of people and the message has been received and remembered incredibly well. No wonder we chose for a video message again!
This campaign was extra special because it had such a personal approach. It was not only personal to us as a company, but to the forefront of the concepts they proposed that were made for the various elements of the campaign. Thanks to these elements, people felt individually addressed. The audience that we wanted to reach were people who travel to Morocco for a family visit, possibly combined with a vacation. Because of the targeted campaigns, this project appeared to be very successful; 55% of our target audience was attracted to one or more components of the entire campaign.
That campaign video gave people a feeling of nostalgia, looking forward to celebrate Eid in Morocco. It sparked the desire to travel over there, spending an intense time with their family. We decided to work with ambassadors (influencers) in order to be able to get closer to our target audience and to guarantee authenticity.
EID CAMPAIGN G TAHA'S DAD
Also, itâ&#x20AC;&#x2122;s so touching to see that the influencers believe in the message they are sharing, and that they are personal related to the matter. We chose for influencers who show a strong commitment to their followers. Working with them became a great added value.
Because of the focused approach, we reached the right people. People of our target group responded so positively. This made it possible for us to keep on investing in the relationship that we are always eager to build with our audience. The next step is the conversion to travel always (or more) from Brussels Airport. We look forward to working together again in 2020!
AWARDS - KRO (SPOT ON)
BEST DIGITAL STRATEGY AWARD GOES TO KRO (Spot on)!
Spot On is an online platform of the KRO, founded for and by young Dutch women. The platform is committed to empowering women and embracing the diversity within that group, ranging from ethnic and religious diversity, to gender identity. Allyens supported Spot On in achieving its objectives, which are strengthening a prominent online visibility on various social media channels, such as Instagram, Facebook and YouTube, as well as working out a strong communication strategy and an efficient working method. Thanks to Allyensâ&#x20AC;&#x2122; strategy, Spot On successfully achieved all of its goals.
SOUMAYA AZZAGARI ABOUT THE PROJECT Spot On offers a platform to women who are looking for recognition and acknowledgment, who are ready to break taboos and want to be a visible part of our diverse community. In 2019, it was even more important to create a stage to shine lights on voices and perspectives. When the mainstream media doesnâ&#x20AC;&#x2122;t pay enough attention to topics that we care about - and our audience wants to speak about - we are ready to fill in the spot. In this time and age, social media takes a central position in our lives. Itâ&#x20AC;&#x2122;s a missed opportunity to not reach and interact with target groups through these channels. Spreading messages only via television or radio, is not enough anymore. Listen to your target audience, to what concerns them, and create a space where they can discuss things. We believe that, through leading by example, we can inspire others to embrace diverse teams.
minority background need. This understanding and affiliation are the first steps. However, itâ&#x20AC;&#x2122;s also important that the editorial team is diverse, and with diverse we donâ&#x20AC;&#x2122;t refer to ethnic backgrounds. Diversity also signifies working with people of a different age, with different skills and personalities. Having a diverse team, means working with different perspectives and that will always lead to diverse content!
The Spot On team consists first and foremost of young, confident women who are at the centre of the target group and who want to empower others. They do this, among other things, by engaging in conversations with the audience and just â&#x20AC;Ś listen. That way we can create specific content for them. In addition, Spot On deliberately collaborated with Allyens, as the agency has a strong understanding of how to grow an inclusive community and online platform by using the right tone of voice. We know how we can reach the target group even better.
Through the process of building an inclusive community, we get inspired by other inclusive platforms! We loooove Red Table Talk, Girlboss and Oprah Winfrey and, just by following their platforms, learned already a lot from them. At Spot On, we want to inspire you with one message: believe in yourself and let yourself be heard!
One creates a powerful strategy when reflecting about the core values and understanding them, and knowing what the DNA of the organization is. Defining who you are as a platform, defining who your target audience is and - most importantly - defining what you want to achieve with your message, is the key to growth and inspiration. Your gut feeling is important, but never forget the numbers to check if your gut feeling is right! We keep a close eye on the data, to learn what works and what doesnâ&#x20AC;&#x2122;t, which topics appeal to our target group and which people on our platform connect well with that same target group. By constantly making small improvements, evaluating things closely, we are steadily growing a permanent fan base. Many platforms and start-ups have tried creating a network for and by women, but they didnâ&#x20AC;&#x2122;t succeed in systematically reaching women with a minority background. At Spot On, we work with women who have a good understanding of what their peers with a
Expert Inclusion & Head of Content @ Mvslim.com PEOPLE ARE TONGUE-TIED: when they get in touch with her knowledge of inclusion (which is twice as large as Belgium)
â&#x20AC;˘ â&#x20AC;˘ â&#x20AC;˘ â&#x20AC;˘
Makes sure that inclusion and inclusive communication are on Allyensâ&#x20AC;&#x2122; priority list Like a fish in water when talking about media and storytelling Strives (Superman-like) for an effective content and social media strategy Superlative of ad rem
IF YOU THINK YOUâ&#x20AC;&#x2122;RE A PRO AT MAKING YOUR COLLEAGUES FEEL AWKWARD: you ainâ&#x20AC;&#x2122;t seen nothing yet! WISE QUOTE: I believe that we have a lot more in
common than we think, but we have to learn how to look past the obvious differences.
AWARDS - VBO (25IN25)
BEST VISUALS AWARD GOES TO VBO!
SAMIRA ABOUT THE MEANING OF DESIGN I love to talk about the importance of design, as weâ&#x20AC;&#x2122;re surrounded by it everywhere nowadays. Design is a visual language that I use to communicate with people. What I like most about it, is its accessibility to all. Every m/v/x can understand design and interpret it in his/her/x own way. Personally, I think that design is more than just supporting a message or making things beautiful; it is about transforming ideas and thoughts into art. Design is a universal language in which I can express myself freely. It is an art form that makes it possible for people to experience and see the world in different forms and colours.
DESIGNING 25IN25 When I heard about designing 25in25, I got nervous and excited at the same time: it was my first major project! The goal was to visualize the future. What I liked so much, was that I could experiment in any kind of way. I got the chance to be really creative and experience a very productive collaboration with the customer.
PEOPLE WANT TO CL
HER BECAUSE: he designing sk r ills are so on e-ofa-kind and refreshing only one Sa enough mira is
Is already de signing in he r head befo the brainsto re rm session â&#x20AC;˘ Transl has ended ates every si ng le idea into language ev a visual eryone un â&#x20AC;˘ Is men tor, coach an derstands d (a very young) mother to A llyensâ&#x20AC;&#x2122; two graphic de students an sign d in terns â&#x20AC;˘ Juggle s with (digit al ) campaign & branding m aterial like if she was a magician in a former life IF SAMIRA WAS A CO OK junk food on : she would put candy and the menu. A nd besides candy and that: junk food. DEVOTED QUOTE: W hat I want to creating an do at Allyen inclusive vi s is sual langua identity for ge and everyone.
DESIGN FOR VBO - 25IN25
AWARDS - STUDY VBO (BRIDGING THE FUTURE)
ALLYENS AND VBO CONDUCTED A JOINT STUDY ON BELGIAN YOUNG PEOPLE IN ORDER TO UNDERSTAND THE DIFFERENT ASPECTS OF YOUTH EMPLOYMENT. The results ended up into a â&#x20AC;&#x2DC;bridging the futureâ&#x20AC;&#x2122; report, which measures the expectations of both young people and employers on the job market.
Nearly 9 out of 10 working young people or students expect a salary increase when getting a promotion. The biggest misunderstanding between employees and employers occurs in the area of fringe benefits. Only 6 out of 10 working or studying youngsters indicate that for them it is important when choosing a job, while 9 out of 10 employers think this is really important to all young people.
7 out of 10 working young people or students would choose to go to work by car, only one third đ&#x;&#x161;&#x2122; Nearly of them by bike. If they have to choose between a company car, the reimbursement for public transport or a bicycle fee, 3 out of 5 prefer a company car. Employers overestimate this; 4 out of 5 of them think young people would definitely kill for a company car.
đ&#x;&#x152;? 7 out of 10 youngsters want to work for companies that pay positive attention to diversity.
Employers overestimate this; only 5 out of 10 of them think that their young employees are enthusiastic about the issue. Half of the employers say they do have some kind of diversity policy. With 9 out of 10 of them, gender diversity is included. Furthermore, a large proportion of the policy also includes diversity in age (89%), ethnicity (76%) and religion (63%).
than 9 out of 10 employers think that school is responsible for preparing young people for the đ&#x;¤&#x2013; More technological evolution. 3 out of 4 youngsters share this opinion. However, more than 4 out of 10 of them indicate that school doesnâ&#x20AC;&#x2122;t prepare them for this technological evolution.
đ&#x;&#x2018;ľ 6 out of 10 Belgian young people have already heard of one of the three pension pillars.
The same number of youngsters therefore indicate that they are considering saving for retirement or that they already do save. The confidence level in statutory pensions by the government is therefore low. 1 out of 2 young people think that there will be no more pension at the time they retire.
of the younger employees, students or employees expect to stay with the same employer đ&#x;&#x2018;¨đ&#x;&#x2019;ť Onefor athirdmaximum of 3 years.
However, 9 out of 10 indicate that they would stay longer than expected if promotions are possible. 7 out of 10 young employees and students also feel that they should show entrepreneurship. Nearly 9 out of 10 employers agree that entrepreneurial skills are important. The same number of employers indicate that they believe in intrapreneurship by employees within their company.
AWARDS A-TEAM AWARDS OFFICE FASHIONISTA AWARD GOES TO LAURA
FUNNIEST ALLYEN AWARD GOES TO MAYADA
OFFICE PARENT AWARD GOES TO ANAÏS
EARLY RISER AWARD GOES TO ZINEB
ALWAYS IN A GOOD MOOD AWARD GOES TO KRISTIEN 54
AWARDS - A-TEAM
BEST LAUGH AWARD GOES TO TAHA
BEST ICEBREAKER AWARD GOES TO SHARI
MOST COMPETITIVE PERSON AWARD GOES TO HANAN
MOST CLUMSY PERSON AWARD GOES TO AZE
BEST TREAT BRINGER AWARD GOES TO SAMIRA
FAST WORKER AWARD GOES TO FADY 55
AWARDS CLIENT AWARDS
MOST ENTHUSIASTIC CLIENT AWARD GOES TO KAMILLE (EVA BXL) In 2019, we have developed a strong personal understanding with Kamille. We have conducted workshops for EVA Bxl and gave Kamille a personal Photoshop course at our office. She wanted to learn some tips and tricks in order to create her own social media posts. Kamille is very eager to learn and thankful for everything we can give. And when she enters our office, good vibes enter with her!
MOST LOYAL CLIENT AWARD GOES TO BRUSSELS AIRPORT
We love to work with clients who give us the time to build a relationship with the target audience and work on long-term behavior change. Brussels Airport is one of these clients and after a partnership of two years, we can definitely say that they have faith in us. That makes them our most loyal client, which is why they deserve this award.
AWARDS - CLIENTS
AMAZING CULTURE AWARD GOES TO SPOT ON
Who better to give the Amazing Culture Award to, than the Spot On crew? We visited their place at KRO-NCRV and let us tell you, itâ&#x20AC;&#x2122;s exactly how a safe space should look and feel like. Women empowering each other, regardless of their differences, while acknowledging each otherâ&#x20AC;&#x2122;s struggles and showing solidarity. You can only make society a better place when you lead by example. Cheers to the Spot On crew for doing this spot on!
FASTEST RESPONDER AWARD GOES TO BPOST
Do we need to say more? Mailing with bpost feels like heaven. Thank you for the unbelievably fast answers to all our questions!
THANK YOU It wouldn’t be fair to come to the end of this yearbook without showing at least a little gratitude to everyone who was part of our 2019. (Hm, we do are well educated). First things first: thank you, Aldi. Even though you are not a client of ours (yet), you provided us with food pretty much the whole year. You’re only about 200 meters away from our office, so that explains why you were raided by a team of creatives several times a week. Sorry. Thank you to the owner of our building. We left the lights on so many times when everyone already went home; we forgot to close the gate and yes, that time the fire alarm went off, might have been our fault too. But we appreciate your help and your many, many, many e-mails that remind us of our duties. You’re the best, Nico! And talking about our office: we so much appreciate you, mister-who-deliversour-packages-every-day. Whether you bring office supplies, Taha’s food (he pretends to ‘work out’ and buys these fancy supplements to make us believe it) or a pile of shiny new books: deliveries wouldn’t be the same without you yelling ‘COME DOWNSTAIRS!’ 2 seconds after ringing at our door bell. We feel like you’re so attached to us, that you don’t mind treating us like your annoying little sister who never listens the first time. And because you think of us as family, we do the same. Thumbs up, brother from another mother. Also, thank you to you all, birds that surround our workplace. You scare the sh*t out of us when you fly enthusiastically (and blind?) against our windows, but you also remind us that life is short and precious. May many of you rest in peace. And then, the obligatory last, but not least: big thanks to you yourself. For your loyalty, for reading this book until the very last letter and for believing in the power of our wonderful agency. Thank you, from the bottom of our hearts, the A-team
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Dag van de Dialoog (Dialogue Day) Launch Rent and Insulation premium (Vlaams Energieagentschap) 10 Miles influencer campagne, RunAntwerpRun
Modest Fashion Forum in collaboration with Mvslim.com
Team building: escape room and dinner afterwards Hackathon VBO Invited to Diwan Awards; Brussels Airport became sponsor here (we showed the campaign); we organized a photo booth at the event
Cup Competition for Brussels Airport: a unique mug was photographed throughout Morocco. People must try to find out where the pictures were taken; if you guessed right, you could win a trip to Morocco. How cool is that?!
2019 IN REVIEW
Port of Antwerp is ours! Tsjakaaah! Kick-off project @Unilever
October 29th: celebrating Samira’s 1st Allyens birthday Wedding dinner Hanan Taha speaks @VBO and @Young Talent in Action
Behind the scenes starts @SpotOn
Working hard and even harder on new client projects Zineb speaks @University of Antwerp
September 2nd: welcome Zineb! September 9th: well, hello, Laura! September 23rd: nice to have you on board, Aze! Hanan speaks @Unleash Festival Madrid
We haven’t stopped hiring yet! Training Barcelona ‘Stichting Democratie en Media’: presence of 20 Europe organizations related to human rights
CONTACT Allyens BVBA Oranjestraat 44 2060 Antwerpen tel: 03 435 66 60 firstname.lastname@example.org www.allyens.com
A-TEAM IS THE BEST!