MEDELANDERS
30 years of STE Languages English edition
Stijn Steenbakkers helps internationals feel included
‘Learning the language makes me feel at home’
Personal stories students & teachers Wim Daniëls on the future of the Dutch language
People are also forced to sleep outside in Eindhoven.
That’s why the Sheltersuit exists.
A Sheltersuit is a wind- and waterproof jacket with a detachable sleeping bag, specially designed for people who are forced to sleep outdoors. These products are not meant to replace finding a home, but to serve as a tool when there is no other option. Although many people immediately think of winter, summer nights are no guarantee of warmth or dryness either. The Sheltersuit is made in a social workshop in the Netherlands and is entirely composed of upcycled materials.
The Sheltersuit is made in a social workshop in the Netherlands and is entirely composed of upcycled materials.
Thanks to private and corporate donors (such as STE Languages), we are able to distribute Sheltersuits. We do this in cooperation with local aid organizations, ensuring the suits reach those who need them most. This is how we make a difference — even in the summer. Want to learn
Holland Expat Center South: Support for Internationals
As a government organization, Holland Expat Center South helps highly skilled migrants feel at home in the region by combining immigration procedures and practical information under one roof. The Expat Center is a collaboration between local municipalities, the Immigration and Naturalisation Service (IND), Brainport Development, and the Province of North Brabant. Internationals can find information on living, working, education, and social activities in the region.
The Living In Program, active since 2016, promotes inclusion and social cohesion, helping international talent build lasting connections with the region.
In 2024, the Employer Approach: Dutch for International Employees was launched in collaboration with Brainport voor Elkaar. With the support of employers and three language providers – STE Languages, Taalkracht, and Werkvloer Taal – practical Dutch language courses are being offered. These courses will be free of charge for employers in the Southeast Brabant labor market region in 2025.
Holland Expat Center South works through a network of partners to build a strong, inclusive region. Within this network, STE Languages has played a valuable role for many years with their expertise and commitment to the international community.
Holland Expat Center South
Succeed Offices, 3rd Floor Stadhuisplein 10, Eindhoven +31 (0)40 - 238 6775 www.hollandexpatcenter.com info@hollandexpatcenter.com
EDITORIAL
What began as a language department within Philips, helping employees understand the language and culture of the countries they did business with, has grown into a leading organization with a clear mission: connecting people through language. Today, we provide language and culture training in more than twenty languages to over 5,000 internationals each year, with Dutch and English being the most in demand. Our learners are diverse: from expats and educated workers to labour migrants and civic integration participants - international professionals as well as newcomers building a new life here.
We believe that language is more than grammar and vocabulary. Language is connection, confidence, participation. It enables us to understand one another, to feel at home, to confidently find our place—at work, in society, and in a new culture. It is the key to personal growth and professional success. And it is exactly that belief that has driven our work for over thirty years.
In this magazine, we share stories, experiences, and memories. We show who we are, what we stand for, and what inspires us. But we also look ahead. Because the world is changing, and so are we—with innovative ways of learning, intercultural insights, and customized solutions for an increasingly diverse society.
We hope this magazine inspires and connects. Whether you’ve been working with us for years or are just getting to know us: welcome to STE Languages.
On behalf of the management of STE Languages
Mathilde Lageman & Wilfried Gradus
‘Our
30
years of STE Languages
business model is built on human interaction’
Anyone who thinks Dutch is slowly being replaced by English in Eindhoven is mistaken. Every day, hundreds of expats, labour migrants, and refugees walk through the doors of STE Languages on Aalsterweg to follow a tailor-made Dutch course.
TEXT: BREGJE VAN DOMMELEN | PHOTO'S: STE LANGUAGES
And that's happening elsewhere, too STE trainers provide language lessons to hundreds of employees at companies throughout the Netherlands. Not only in Dutch, but also in English, Spanish, German, French and Chinese. For 30 years now, this language institute has been helping people successfully improve their language skills. “Our greatest strength? Genuine personal attention,” says Mathilde Lageman, co-owner and co-director of STE Languages together with Wilfried Gradus.
Roots
at Philips
Like so many companies in the Eindhoven region, STE Languages has its roots at Philips. In 1955, the Philips Language Institute was founded within the electronics company. Employees who were being sent abroad received language training there. Dutch lessons were also provided for foreign employees and their partners. “When Philips employees went abroad, they had to make a good impression,” says former STE director Willem van der Velden. The language institute thrived for many years, but in the late 1970s Philips decided to divest. It then passed
through the hands of several companies, including Elsevier and Wolters Kluwer. From 1995, STE became a private limited company, and in 2000 it was acquired by the Belgian firm eXplio. At that time, Willem van der Velden was already director. “Initially as an employee, and in 2004 I took over the company,” he explains.
Service and quality lessons
Even back then, STE was a highly dynamic organization. Willem: “At eXplio, they were already experimenting with computer-based learning. And even then, our focus was on quality: providing excellent service and high-quality lessons. STE always had a great reputation because we listened to the market and worked with small groups. It ran like clockwork.”
Due to the rapid growth in student and staff numbers, STE had to relocate several times. Willem: “Before my time, the company was housed in the DELA building on Vestdijk. In 1998, we moved to the former Petrakerk on Heggeranklaan in Eindhoven’s Stratum neighborhood, the same building where Omroep Brabant once operated.”
‘ Students could borrow cassette tapes there and practice on the spot, wearing these big headphones.’
Many current STE employees still fondly remember those earlier locations. For example, Jenny Stolze, now Manager of Planning & Reception: “At DELA, we had a language lab. Students could borrow cassette tapes and practice on-site, wearing these big headphones. It was so cozy, with people constantly coming and going.”
On-site learning
In the 1990s and early 2000s, STE Languages mainly served large companies. Philips, of course, but also ASML, DAF, DSM, and Vanderlande. “More and more often we were asked: can you teach on-site at our location? So we did, traveling to places like Sittard at DSM’s request,” says Mathilde Lageman, who joined STE as an English teacher. In 2015, she became co-owner and co-director, alongside Willem van der Velden.
Today, on-site language training remains one of STE Languages’ strong suits. “We go into a company and assess: what do they need? Who are we teaching? And how can we tailor it to suit them best? Because shift workers in production need a different approach than office staff,” explains NT2 teacher and language coordinator Rachel van der Heijden.
Expats and spouses
STE has never stood still. These days, even the Diocese of Den Bosch sends foreign priests to Eindhoven for courses in Dutch language and culture. Mathilde: “We respond to demand. When we saw that private individuals were also interested in high-quality language courses, we started offering open-enrollment courses. Anyone can join.”
As the number of expats in Eindhoven and surrounding areas increased, STE began offering Dutch language and culture training not only to the employees themselves but also to their partners. “If you want expats to be happy here, paying attention to their spouses is essential. So we offer courses for them too.”
Rachel van der Heijden: “Back in the DELA days, we would take the Philips foreign employees' spouses to the market. Immersing them and letting them experience things first-hand is the best way to help them understand their new country. Another benefit: they’d meet others in the same boat.” These days, STE offers the “Dipping into Dutch Language and Culture” course, giving expats a gentle landing in the Netherlands.
At STE, attention to the person behind the student is key. Loneliness among expats and their partners is often underestimated. “They’re highly educated and independent, but building a life in another country, finding your way, making friends—it’s not nothing. For many, it’s a lot of work and very little social life,” says Angelique Konings, NT2 teacher and language coordinator.
Martine van Hoeve, Customer Support Manager, sees daily how much language matters to people: “Every single day, we witness the importance of language. As students go through our courses, whether it's Dutch for integration or Chinese for a new job, we see them become more confident.”
A positive atmosphere
Angelique Konings shares a heartwarming classroom moment: “Once, I had an American woman in my class who invited everyone over to her home to do homework together.” STE also organizes its own activities—like the annual group visit to the Glow light festival in Eindhoven. Of course, STE hasn’t been immune to economic and social developments over the years. The 2008 financial crisis, for example, had an immediate effect on the number of corporate students. Former director Willem: “Corporate revenue dropped sharply, and we definitely felt that.” But by responding smartly to market demands and offering exactly the kind of lessons needed, STE always bounced back. Eventually, the Heggeranklaan location became too small, and in 2017, STE moved to
Aalsterweg. A move that greatly improved the working and learning environment. “It’s a fantastic place to work: beautiful, welcoming and practical,” says Rachel. The inviting spaces are a real asset to the learning process. Teachers are encouraged to connect and share knowledge informally, while students quickly feel at ease. All classrooms are equipped with materials that promote interaction, like a Scrabble game or a world map on the wall.
Locked down
In 2020, STE’s flexibility was put to the test once again. Mathilde Lageman and Wilfried Gradus had just taken over the language center from Willem van der Velden. Wilfried: “You can guess what happened: a week later, the country went into lockdown because of COVID. We had to improvise quickly to keep as many classes running as possible. Within ten days, we offered all our training online.” Everyone at STE pulled together to make it happen, including Jenny Stolze. “I was running from one classroom to another, installing monitors and making sure everything worked technically, so that people could join the lessons remotely at places like the High Tech Campus and Mikrocentrum. It was incredibly hard work, but when it all came together, that felt amazing.” “And the great thing,” Mathilde adds, “was that online learning really got a boost during that time.”
No politics
For many years now, refugees with residence status have found their way to STE. Angelique: “We often see geopolitical developments in the classroom before they hit the news. Uyghurs came to us long before anyone in the Netherlands had heard of them. Trans people, LGBTQ+ individuals from all over the world—few people here realize how dangerous life is for them in some countries, but we had them in our classes.” Students are grouped by language level, which means people from all kinds of backgrounds end up learning together. “That actually works really well,” says Rachel. Jenny: “But I always say: no politics in class!” Through the personal intake process every
student goes through, teachers at STE have heard many remarkable and moving stories. “People who swam from Turkey to Greece to flee, who burst into tears because they’re finally allowed to learn again…”
Whatever language you want to learn—Dutch, English, Chinese, or Spanish—quality is guaranteed at STE. “We’ve built a very strong structure here, while also giving teachers a lot of freedom. That combination really works,” says Mathilde. Rachel adds: “We even invest a lot of time in onboarding our freelancers to make sure they understand our way of working. We have fantastic teaching materials that all teachers can use, with great support. That really pays off.”
Team spirit
STE’s core staff tend to stay for a long time. Employment of 20 years or more is not unusual, among both teachers and support staff. “The team spirit here is amazing,” says front office employee Conny van den Broek. “And we have the whole world coming through the doors—that makes it a truly special place to work,” adds Danielle Greveraars, head of financial administration. Charlotte Westerhof, senior planner, praises the flat hierarchy. “This is a very egalitarian organization with a great atmosphere. Mathilde and Wilfried are technically ‘the bosses,’ but it never feels that way. I’ve been working here for 23 years, and for good reason.”
In recent years, STE Languages has grown from a regional to a national player. Marketing has played a big role in that, as well as partnerships with organizations like Holland Expat Center South, Expat Spouses Initiative, and IamExpat. “Marketing is about sending consistent, positive messages to the market—I call it the ‘constant drumbeat.’ At some point, clients and partners start to recognize and appreciate that,” says Wilfried. Whatever the future holds, STE is always evolving. Mathilde: “We’ll keep responding to what’s happening in the world.” The next steps include further improving online lessons and developing new courses for new audiences.
‘Mathilde and Wilfried are the ‘bosses’, but it doesn’t feel that way. There’s a reason I’ve been working here for 23 years’
“We want to do even more for spouses, and we’re also thinking about language classes for children. Another example: we’re currently developing English courses for Dutch primary school teachers, at the request of a school board. They increasingly have to communicate with non-Dutch-speaking parents and try explaining a Cito score in English... We love developing that kind of material.”
“We really offer tailor-made solutions for companies, and our clients experience that like a fitted suit,” Wilfried adds. Mathilde and Wilfried aren’t worried about AI taking over STE’s work. “Our business model is built on human interaction. AI can’t replace that. Of course, we are exploring how it can enhance what we do.”
STE Languages in numbers (2024)
• 75.000 students since 1995
• Over 5,000 international students per year
• More than 90 nationalities and cultures
• 33 office staff
• 34 employed teachers
• 120 freelance trainers
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• For students in secondary and higher education
• More than 6000 online language exercises for Dutch, English, German and French
• Method-independent
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• Modules focusing on skills, such as business speaking and writing skills
• Independent learning
• Extensive result management options for the teacher
30 years COLUMN
Our language school turns thirty this year, and for me, it feels like a journey back in time. “Language centre seeks experienced English trainer.” I knew instantly: this was my chance. I was over the moon when I got the job! The salary left something to be desired, but I couldn’t wait to get started. My first assignment was at Philips Netherlands, on Bosdijk. The building felt like a fortress—so many hallways and doors that I ended up being late for my very first class. That moment marked the beginning of thousands of encounters with students.
In the early years, I mostly taught Dutch professionals who wanted to improve their English. Later, as my career progressed, I met more and more people from all over the world who came to learn Dutch. Each student brought a unique story. Many taught me something or left a lasting impression.
Like the ambitious manager who wanted to perfect his English and was the first to complete every single e-learning module, something no one had managed before. His discipline inspired me immensely. Or Luis from Venezuela, whom I recently ran into again by chance. What a warm greeting. I still remember the class when I received an unexpected phone call from my mother, telling me she was terminally ill. I’ll never forget Luis’s compassionate reaction.
I also think of the student who cancelled her intake twice because she was too nervous to speak. But she pushed through. When she received her certificate, I felt just as proud as she did. And the well-known architect with whom I had inspiring conversations while preparing him for a tough exam.
And of course, Ahmad from Syria. In 2015, he was one of the very first refugees from that region to walk through our doors. “Where there’s a will, there’s a way” could have been his second name. I’ve rarely met someone who stayed so positive in the face of so many
obstacles. Together with José from Brazil, who kindly invited Ahmad to join his private lessons, we shared Saturday mornings full of meaningful conversations, with both laughter and tears. Those lessons never felt like work. They felt like something special.
Our Ukrainian students also left a deep impression. One of them worked as a cleaner, always neatly dressed and arriving just in time for class. At Christmas, she brought flowers and chocolates. Her gratitude was incredibly moving. And then there was Pouriya, the Paralympic archer from Iran. He left everything behind and started over with admirable determination. Not long ago, he appeared at our door again and said, “I have a surprise for you.” In his hands was a beautiful piece of hand-carved wood, featuring my favourite animal: a cat.
So many people have entered my life. Some stayed, others moved on. But each and every one of them gave me something. Warmth, trust, inspiration.
Thirty years of STE is much more than just an anniversary. It’s a tribute to all the students who have enriched my world.
Mathilde Lageman Director & co-owner STE Languages
‘If
you speak the language, you can truly take part’
The municipality Eindhoven, together with the other Brainport municipalities, aims to encourage international employees to settle and integrate into the region. Learning Dutch is seen as essential for integration and social connection. That’s why various programmes and projects are being launched to promote Dutch language learning among internationals. The guiding thought: those who work, live and play sports here also want to be part of the city. “Internationals want to join in the Monday morning coffee talk about PSV, just like everyone else. And they need the language to do that,” says Alderman Stijn Steenbakkers.
TEXT: KOEN CHATROU | PHOTO: GEMEENTE EINDHOVEN
For years, Brainport companies mainly focused on expats who stayed temporarily.
But the municipality now sees a clear shift. Steenbakkers explains: “More and more internationals who come to the Brainport region are staying longer. They settle here with their families, buy a home, and their children go to school locally. That calls for a different approach. If you really want to become part of society, you also need the Dutch language. So businesses and we, as the government, share responsibility.”
Municipality takes the lead
In 2024, the municipality Eindhoven launched the so-called ‘Employer Initiative’, Dutch for international employees, in collaboration with Holland Expat Center South and Brainport voor Elkaar. The initiative encour-
ages companies to offer Dutch language lessons to their international staff. The first step is taken by the municipality: they fund the first year of course fees. Companies sign a declaration of intent, committing to offer Dutch courses structurally after that first year.
STE Languages as training provider
Last year, national funding made it possible to take an important step forward. “We issued a public tender and eventually selected three language providers, one of
Growth in numbers
• In Brainport Eindhoven, an estimated 100,000 additional homes will be needed by 2040 to accommodate population and employment growth.
• The total investment needed for the 21 municipalities in the region is estimated at €2.8 billion by 2040. Of this, €1.4 billion concerns municipal investments. For the initial period through 2028, €0.3 billion has already been included in municipal budgets.
‘If you really want to become part of this society, you need the Dutch language’
which is STE Languages. Then, together with Brainport voor Elkaar, we approached companies to see if they wanted to take part.” The response was overwhelmingly positive. The first four companies have already started lessons for 114 employees. Another 39 companies, representing more than 400 international employees, are currently in the pipeline. “There’s a strong willingness among employers. That’s really encouraging.”
‘We want to belong’
Language is also gaining attention within the city council. 'Spreek Nederlands met me' (Speak Dutch with me) is literally on the agenda. “Not because speaking other languages is wrong,” Steenbakkers notes, “but because Dutch is spoken in 80 to 90 percent of public and social spaces. If you don’t speak the language, you simply can’t fully participate.” International employees feel this too. “At Smart Photonics, I spoke with two employees from the Philippines. They told me they needed the language not just at work, but also at their sports club, in the supermarket, or when picking up a parcel from the neighbours. These are the everyday moments when you feel whether or not you belong.”
Automatically switching
The alderman also recalls a meeting with researchers from various Dutch universities. “I was planning to speak in English, automatically. Until we asked the audience:
‘Who doesn’t speak Dutch here?’
Five hands went up out of the 150 attendees. So we continued in Dutch, with English clarifications as needed.” According to Steenbakkers, this automatic ‘servicing’ of internationals is usually well-intended, but counterproductive. “Out of politeness, we often switch to English. But that actually makes it harder for newcomers to learn and understand Dutch, which is exactly what many of them want.”
The Employer Initiative primarily targets the workplace, but its impact should reach further.
“As a government, you can do a lot through schools,” says Steenbakkers, “but if only another language is spoken at home, that eventually works against you. The region is facing significant growth. We have a lot to arrange; housing, infrastructure, public services. But just as important is making people feel welcome and understood. And that often starts with language.”
Employer Initiative: Dutch for international employees
• The Municipality Eindhoven launched an initiative together with Holland Expat Center South and Brainport voor Elkaar to support companies with international staff in offering Dutch lessons for one full year.
• Companies can choose from three certified providers: STE Languages, Taalkracht, and Werkvloer Taal
• The first four companies have already started. In total, 114 internationals are now taking Dutch lessons through this initiative.
• Another 39 companies, representing around 400 employees, are currently in the pipeline.
‘Internationals also want to join the Monday morning conversation about PSV, for instance’
Language facts
Dutch Influences on the English Language
In the 17th century, the Netherlands was a major maritime power. As a result, many English words related to shipping and trade are directly derived from Dutch. Examples include:
• Yacht – from jacht (a fast boat)
• Skipper – from schipper
• Deck – from dek
• Cruise – van kruisen (to travel across the sea)
• Freight – from vracht
In no other language are diminutives used as much as in Dutch.
From kopje koffie (a small cup of coffee) to feestje (little party) or broekje (small pair of trousers) — and even words that can't really be made smaller, like zonnetje (little sun) or probleempje (little problem).
+++
Dutch includes countless loanwords from other languages, such as:
• French: bureau, chauffeur, lingerie
• English: computer, deadline, meeting
• German: überhaupt, schnitzel, angst, sowieso
• Indonesian: pisang, sambal, nasi goreng
The American English word cookie comes from the Dutch koekje. Dutch settlers brought it to America in the 17th century and it stuck. The English word boss also comes from the Dutch baas
When the Dutch founded the city of New Amsterdam in the 17th century (now New York), they brought along many words that can still be found in American English today, such as:
• Coleslaw – from koolsla
• Stoep – used in parts of the U.S. to mean a porch or small stoop
• Santa Claus – afgeleid van Sinterklaas
The notorious Dutch g
For many non-native speakers, the Dutch G is notoriously difficult to pronounce. It’s a harsh, throaty sound - known as a uvular fricative - and few languages feature it as sharply as Dutch does.
+++
A slaapmutsje isn’t just a warm nightcap, it’s also a bedtime drink. The Dutch language is full of this kind of charming, imaginative expression.
Hello
Many people assume that hello is originally English, but its roots likely lie in the Dutch word hallo, which was already in use in the 16th century as an exclamation of surprise or greeting.
Challenging
In Dutch, we often say things like:
"Ik denk dat ik morgen misschien toch maar even ga proberen het boek dat ik laatst heb gekocht uit te lezen."
Did you know that new words like woonprotest, klimaatdrammer, or hoestschaamte are added to the dictionary every year? Language is alive — it grows, evolves, and adapts.
Quotes:
Frank Smith: "One language sets you in a corridor for life. Two languages open every door along the way."
Ludwig Wittgenstein: "The limits of my language mean the limits of my world."
Nelson Mandela: "If you talk to a man in a language he understands, that goes to his head. If you talk to him in his language, that goes to his heart."
Charlemagne: "To have another language is to possess a second soul."
Studies suggest that children acquire their native language remarkably quickly, typically mastering the core grammar by the age of five.
— with the verb all the way at the end. That’s one of the reasons Dutch has a reputation for being notoriously difficult to learn.
English is the official or primary language in more than 50 countries around the world!
Spanish
Spanish is the only language that uses inverted question and exclamation marks (¿ ... ? ¡ ... !) at the beginning of a sentence. This immediately signals the tone and direction of the sentence.
It’s also an easy language to write, thanks to its phonetic spelling — you almost always write what you hear.
Spanish, along with Japanese, is one of the fastest spoken languages in the world , based on the number of syllables spoken per minute.
‘I want to make the Netherlands proud with my medals.’
Student in the spotlight Pouriya Jalalipour
When Pouriya Jalalipour fled Iran in 2019 and arrived in the Netherlands, he found himself in a world that felt completely unfamiliar. The language, the culture, even the way people interacted, everything was new. Step by step, he began to develop a deeper interest in and respect for his new environment. Thanks to his perseverance and a language course at STE, he not only learned Dutch but also gained a better understanding of how Dutch people think and behave. Today, he’s incredibly happy with his new life in Eindhoven.
TEXT: EMMA VAN DER GEER | PHOTO: RENÉ MANDERS / DCI
“Even though I’m very happy living in the Netherlands now, I struggled a lot in the beginning,” Pouriya explains. The country was completely new and unfamiliar. “Fortunately, I started to feel a little better every day. After about a year, I realised I could really start over here. I’m very happy with the life I’ve built, it truly feels like a second home. And the course at STE definitely played a role in that.”
Feeling at home
About two years ago, Pouriya followed the B1+ course at STE. “Thanks to that course, I learned about 80% of the Dutch language! I had a great teacher and a fun group. Besides learning how to speak Dutch well, we also learned about Dutch culture like King’s Day and eating fries.”
The course also helped him express himself better in Dutch. “Dutch is a tough language, but it’s important if you want to really feel at home,” Pouriya says. “I always try to speak Dutch, even though my English is better. It’s a way to show respect for this country and every time, I learn something new.”
‘Dutch culture is very different from the culture in Iran. Dutch people are much more open’
Learning about the culture
“The Dutch culture is very different from the culture in Iran. Dutch people are much more open.” Despite the cultural differences, Pouriya has had many positive experiences with the people he’s met. “They’re kind and have really helped me. If you want to have good contact with Dutch people, it’s important to understand their culture. Thanks to what I learned at STE and from my own experience I’ve been able to build my own network.” One cultural difference that stands out to him? “In my culture, it’s very common to keep offering guests something to drink, again and again,” he says, laughing. “But here I learned that once or twice is enough! So when I have Dutch friends over, I adjust to that.”
Work and archery
Understanding the culture has also proven helpful in looking for a job. “Right now, I don’t have a job. I’m applying to different positions. But my knowledge of the language and the culture definitely helps.” In the meantime, Pouriya is also training hard for the World Archery Championships. “I’m part of the Dutch national team. So many people in the Netherlands have helped me over the past few years, now I want to give something back. My goal is to win medals and make the Netherlands proud!”
Mathilde: ‘Attention is everything. My work is really about talking to people, a lot. Sometimes I find myself thinking: what did I actually do all day’
Willem: ‘High quality, teaching, and service have always been our foundation. We've never compromised on that’
Charlotte: ‘We never stand still here. At times it’s intense, but thanks to the great team, it’s never a problem.’
Daniëlle: ‘Recently, I attended the first Dutch-language mass of a priest we trained here. We’re all very involved’
Martine: ‘The international environment brings me into contact with different cultures every day, which makes the work truly engaging.’
Wifried: ‘Language training is more than just a checkbox. In the Brainport region, awareness of its value is clearly growing.positive impact of language training.'
Rachel: ‘I’ll never forget the time a highly educated Syrian student, who had stormed out of class the week before, returned with an apology and a small bouquet of yellow roses.’
Jenny S: ‘I worked elsewhere for a while, but I was so happy to come back here!
Angelique: ‘Culturally, people have so much to learn! Often, they don’t even dare to say when they don’t understand something.’
Conny: ‘The whole world walks through our doors in burkas, turbans, or priest’s robes.
‘Understanding the language brought me closer to my clients’
Student in the spotlight: Michiel Kuijs
After spending nine years travelling the world for his job, good communication with clients and dealers became essential for Michiel Kuijs. That’s why, as European Sales Director at DAF, he took both one-on-one English and German courses at STE. According to Michiel, understanding the language is even more important than speaking it.
TEXT: EMMA VAN DER GEER | PHOTO: RENÉ MANDERS / DCI
“Being able to speak and understand these languages properly has quite literally taken me around the world,” Michiel says. “It gave me more self-confidence and allowed me to build not only business relationships, but also personal ones.” In sales, he explains, personal connection is key to building strong professional relationships.
More confidence
Michiel first took an English course at STE in 2010. “For me, language is a tool that helps me do my job well. In 2009, I became Director of Sales Operations, which meant I was responsible for all marketing and sales outside Europe. It’s impossible to learn all the languages spoken in those regions, so English became our working language.” He took the course on his own initiative and in his own time. “The course gave me more confidence, which made me feel more comfortable when engaging in conversations with clients.”
Understanding the culture
Although his English course didn’t focus specifically on the cultures of the countries he was doing business in, it still helped him connect on a cultural level.
‘My German was better than their English and that was genuinely appreciated’
“When you go to England, your goal is to speak English fluently. But when you travel to other parts of the world, your main focus is on understanding others. That helps you receive more from them — and that allowed me to better understand their cultures. I gained a deeper insight into how people think and behave, which made it easier for me to open up as well. That’s how you build stronger relationships.”
Connection with clients
When Michiel became responsible for several European countries, taking a German course at STE quickly moved to the top of his to-do list. “In countries like Austria, Switzerland, and of course Germany, German really is essential. Learning the language brought me closer to my clients there as well. I remember having dinner in Austria with a dealer who started the conversation in English out of respect for me. After a while, I switched to German . I felt my German was actually better than their English. That gesture was genuinely appreciated.”
Putting it into practice
“There are many ways to learn a language,” Michiel explains. “But what I really appreciated about my courses at STE was that I learned English and German that was directly relevant to my field. You truly learn a language by using it in practice and because my teachers at STE had taken the time to understand my industry, I could apply what I learned directly in my role.”
An interview with Mathilde Lageman & Wilfried Gradus, Management STE Languages
Feeling at home in Dutch societya new understanding ‘Medelander’
One third of Eindhoven’s population has a foreign background. One fifth of the city’s residents have non-Western roots. And with Project Beethoven (*), an additional 65,000 internationals are expected to arrive in the Brainport region.
TEXT: WILFRIED GRADUS, MATHILDE LAGEMAN | PHOTO'S: STE LANGUAGES
The rapid internationalisation of the Eindhoven region is a boost for the economy and job market but it also comes with challenges. In cafés and restaurants, it’s increasingly common to be greeted in English. Service staff often rely on our flexibility and language skills: “Sorry, I don’t speak Dutch.” In residential areas too, neighbours are finding it harder to understand one another. Cultural and language differences often get in the way of spontaneous contact between newcomers and native Dutch residents. Social integration is becoming an ever greater challenge. Is society at risk of becoming divided?
Research among international students
A recent survey of STE Languages students shows that 36% experience significant barriers to integrating into Dutch society. The main obstacles cited include not speaking the Dutch language (60%), difficulty making genuine connections with Dutch people / feeling that Dutch people live in their own 'bubble' (18%), and challenges with Dutch culture (15%).
These figures align with a recent Brabant-wide expat study, which found that only one in three expats feels connected to the region. And according to the final report “Dutch Language Proficiency Among Labour Migrants”, 55% of labour migrants in the Netherlands do not speak the language. Among those in temporary housing, that number rises to 83%.
Wilfried Gradus and Mathilde Lageman: “Our mission is to help internationals feel at home in Dutch society, and to give them an open and welcoming introduction to the Dutch language and culture. Speaking a shared language contributes to a more inclusive and connected society. The feeling of not belonging can, over time, lead to loneliness and social inequality. Language creates connection and helps people feel at home; at work, in their neighbourhood, and in daily life. Fortunately, there are many positive initiatives from organisations like Holland Expat Center South, Brainport voor Elkaar, the Brainport Partner Fund and Eindhoven Library. These efforts strengthen social interaction, reduce inequality, and actively promote the use of Dutch.
‘Dutch people often switch to English right away. But just speak Dutch with us’
According to Wilfried and Mathilde, learning Dutch is anything but easy for internationals. “Anyone who has ever tried to learn Dutch knows: it’s a beautiful language, but unforgiving. You’re judged not just on your grammar or pronunciation, but on what people think you are. Speak with an accent? Then you’re either a tourist, a newcomer - or worse - someone who ‘hasn’t quite joined in yet’. We hear this almost weekly in our courses: ‘I understand the grammar, I know the words, but I still feel excluded.’ It’s a stubborn paradox. While expats and labour migrants are doing their best to learn the language, society increasingly defaults to English. And yet, speaking proper Dutch remains the ticket to truly being part of society.”
Introducing 'Medelander'
Wilfried and Mathilde advocate for a new concept: Medelander. “Medelander isn’t a typo, it’s a new idea. It stands for the language of belonging, of being part of society. It means navigating between cultures, being willing to listen to different communication styles, and being open to not always understanding everything. It’s not about perfect sentences, it’s about genuine interaction. Not about testing but about meeting. We don’t need to be a melting pot, but more like a tossed salad: keep your cultural roots, but also learn the language of the country you live and work in. There must be space to make mistakes and even to welcome them. To tolerate the discomfort of a conversation that doesn’t go smoothly. Medelander is the skill of making real human connections in a diverse society.”
The role of employers
The role of the employer is significant but there’s still ground to cover. Wilfried and Mathilde explain: “Many employers invest in language courses, which we
wholeheartedly support. A large number of companies provide training budgets for newly arrived internationals, and sometimes even for their spouses or partners. But in some cases, that budget is limited, and action is only taken when communication or collaboration problems arise at work or when safety is at stake. Language training should be more than a checkbox on an onboarding list. Fortunately, the sense of urgency and the recognition of the positive impact of language learning, is growing. There are also important initiatives by the Municipality Eindhoven and Brainport voor Elkaar. In 2025, they are offering Dutch language training to employers free of charge. Companies that sign a declaration of intent commit to continuing these Dutch lessons beyond the initial offer.”
A participant in a Dutch course at Enexis shared:
“Dutch people often switch to English right away. But just speak Dutch with us. It’s the only way we can really learn.” In the end, it’s all about belonging: Understanding what’s being said in a meeting. Daring to speak up when you disagree. Being yourself in another language. Or as one participant put it: “If you don’t connect with people, a language will never become second nature. But if they talk to you, that’s when you learn. That’s when you feel: I belong here.”
*Under the name Project Beethoven, the Dutch national government, the province and the region will invest €2.51 billion through 2030 in public infrastructure and talent development in Brainport Eindhoven and the Dutch microchip industry.
(Source: brainporteindhoven.com) ** See also: Eindrapport –De Nederlandse taalvaardigheid onder arbeidsmigranten.pdf
‘Language and culture opened the door to a new life’
Student in the spotlight: Mohammed Alkhateeb
Originally from Syria, Mohammed Alkhateeb was forced to flee his home in 2012 because of the war. After passing through Turkey, he arrived in the Netherlands in 2018. “When I got here, I felt completely lost. I didn’t know anything or anyone, and I didn’t speak the language.” Now, after years of perseverance, learning, and integration, he feels at home.
TEXT: EMMA VAN DER GEER
For Mohammed, learning the language and understanding the culture were the keys to building a new life in the Netherlands. Through the organisation VluchtelingenWerk, he was introduced to STE. “I took several language courses there, from A1 all the way to C1,” Mohammed explains. “Every month I noticed progress and was surprised by how quickly it went. But I didn’t just learn the language, I also got to know Dutch culture.”
Culture and language go hand in hand
Why is learning the culture so important, according to Mohammed? “Culture is connected to language. When you learn both at the same time, it gives you more insight into the country. How is it structured? How do people think? Language is more than just learning words, it’s a feeling. And by learning about the culture, you start to understand the feeling behind the words people use.”
Starting work
After some time in the Netherlands, Mohammed got a part-time job at the GGD, working at a COVID-19 testing site. “It wasn’t always easy to understand people. Once, an
‘By learning the language and the culture, I was able to get to know my neighbours, teachers, and classmates’
elderly woman came up to me and spoke ten words in a single second,” he says, laughing. “At first, I didn’t understand a thing. But thanks to the STE course, I learned how to break a sentence into pieces and then I got what she meant. That’s when I realised there’s a difference between learning a language and understanding it. It helped me communicate better with her.”
Mohammed’s teacher at STE encouraged him to apply for a pre-bachelor programme in Pharmacy. “She told me it was perfect for me and she was right! Now I’m studying to become a pharmacist. But I haven’t been sitting still in the meantime. I’m working as a medical student at Vrije Universiteit Amsterdam, and I also teach at Utrecht University in the bachelor programme for Islamic Studies and Arabic.”
Connecting with Dutch people
Mohammed believes speaking Dutch is essential for building real connections.“Learning th e language and culture helped me get to know my neighbours, teachers, and classmates. Without that, you may want to build friendships — but how deep can a friendship really be without language?” Now, seven years after arriving in the Netherlands, he has built a full and meaningful life. “In the beginning, I was just a refugee. But now, I feel truly connected to this country. And that’s very much thanks to learning about Dutch life.”
Frans Janssen, Commercial Director at PSV
HowPSVis moving with the new faces of the region
Anyone walking through Eindhoven on an average day hears the sound of an international city. Spanish, English, Hindi and Mandarin echo through the streets—this is a true melting pot of cultures. That shift is visible not only in public spaces but also within companies and, notably, at PSV. “The city is growing, and so is the number of internationals. Naturally, our supporter base is changing too,” says Frans Janssen, PSV’s Commercial Director.
TEXT: WILLEM PIJNENBURG | PHOTO'S: PHOTO PRESTIGE | EDWIN VAN ZANDVOORT, STE LANGUAGES
PSV has been working with STE for many years now. Players, coaching staff and office employees all take language training there, mainly in English, Dutch and Spanish. “It’s not just about football lingo, because that’s pretty universal,” says Frans. “Of course, it helps when players understand each other on the pitch, but communication off the field is just as important. When first-team player Lucas Perez was diagnosed with tuberculosis last season, we had to be sure everyone fully understood what was going on. That’s when language becomes essential.”
The training is also available to the player’s family. “Partners of players can take language courses
through Mart van den Heuvel, who is responsible for family support. Sometimes in group sessions, sometimes one-on-one. Everything is tailored to their needs. We want players to feel at home quickly, and that only works if their environment can adjust with them.”
Rapid growth across the board
PSV knows a thing or two about growth. Just take a look at merchandise. “Five years ago, we sold around 25,000 shirts a season. Now we’re at 80,000. And no, we haven’t won the championship every single year,” Frans laughs. “It’s partly due to our on-field success,
‘We help companies connect to the right networks. We’ve always done that, but today those networks are far more international’
but even more because people from all over the world are settling in this region.” PSV wants to connect with those people, around 200,000 expected over the next ten years. Not necessarily by turning them into walking billboards wearing PSV shirts, but by making them feel part of the PSV family. “We want to be visible in the neighborhoods where many internationals live. Sometimes that means literally showing up with Phoxy, our mascot, at a local supermarket or a primary school. They’re simple things, but they go a long way in building a connection.”
That connection is also tangible inside the Philips Stadium. For example, in the ASML Community Lounge, where a group of new international employees from ASML is welcomed at every home match. “I stand on a crate and tell the story of PSV in English. Where we come from, and how we’re connected to Brainport. And then you see people’s eyes light up: ‘Wait, you came out of Philips? Just like we did!’ If they feel that sense of belonging, they’re much more likely to come back to the stadium again.” That is exactly the feeling PSV wants to inspire in the thousands of new residents in the region: the supporters of tomorrow. “But then we have to make sure they can actually come. That’s why expanding the stadium is so important.”
A more international stadium
Expanding the stadium also means making choices. Who will fill those extra seats in the next ten years? “If we add 10,000 seats, should they all go to season ticket holders? Or should we allow more single-match sales or add more business seating? That’s something we’re considering now.” But the stadium isn’t just for PSV fans. After the expansion, the club also wants to attract more festival and event visitors. “Concerts like Guus Meeuwis are sadly a thing of the past, but we want to host events that bring people from all over Europe to Eindhoven. That way, every hotel in the city is booked for three days. The entire city benefits.”
More than just the stadium on Saturday night
The international character of the region is also paying off commercially. More and more partners have international ambitions or are already international themselves. “Take Ebury, a financial services company, or Corendon, an airline. They’re not your typical football sponsors. But they choose PSV precisely because of our link to this international region. They see value in our network.” PSV is now much more than a football club, Frans acknow-ledges. “We want to be more than just the stadium on Saturday night. We help companies connect to the right networks. We’ve always done that, but today those networks are far more international.”
“The companies here are already world-class” PSV also works more and more with international partners, but always with intent. “We don’t take a scattergun approach,” Frans explains. “We look at where our region already has strong ties, like the United States. We have several American players, our Technical Director Earnest Stewart is American, and companies like Philips and ASML are active there. It makes sense to explore those opportunities together with Brainport.” That doesn’t mean PSV is chasing global exposure just for the sake of it. “We don’t need to sign shirt deals in China when we already have world-class companies like ASML, Philips and VDL right here in Eindhoven. What we have here is top-tier. So we’re selective about which international partnerships we pursue, but we always consider the context of the Brainport region.”
One great example is the partnership with STE. “We’re proud of STE and congratulate them on their 30-year anniversary,” Frans concludes. “They help us support our players and their families. They help people feel at home here. And that fits perfectly with how we want to be as PSV: open, welcoming, and deeply connected to the region.”
‘Wait, you came out of Philips too? Just like we did!’
Idoia Leal provides Spanish lessons in style for a wide range of clients and students, including PSV
Student in the spotlight: Roberta Morais
‘Learning the language makes me feel at home’
Five years ago, Roberta Morais moved from Brazil to the Netherlands with her then-partner and their three cats. He had found a job here, while she left behind her career as a history teacher and started over from scratch. “We arrived during the COVID pandemic. Everything was closed, and I didn’t speak English, let alone Dutch.”
TEXT: EMMA VAN DER GEER | PHOTO: KEES MARTENS / DCI
Roberta’s first step was learning English. After that, she moved on to Dutch. In 2022, she joined the Expat Spouses Initiative programme because she wanted to find a job. “That’s where I met Mathilde Lageman, co-owner of STE Languages,” Roberta explains. “She gave me the opportunity to follow a Dutch language course. After a while, Mathilde even asked me if I wanted to help build a community for STE. One thing led to another and now I work at STE in customer support and I still help manage the community.”
A difficult start
Roberta says the beginning of her life in the Netherlands was anything but easy. With everything closed during the pandemic, it was hard to start building a life of her own. The culture was also completely different. “Before you move, you know some things will be different,” Roberta says. “But there are so many things you don’t think about in advance. Making new friends, for example, turned out to be really difficult.”
From language course to career
Everything changed when Roberta met Mathilde. “That’s when I really started building a life in the
‘There are so many things you don’t think about in advance. Making new friends, for example, turned out to be really difficult’
Netherlands,” she says. “I found a job and started building my own network.” Today, Roberta organises events for the students at STE Languages — from workshops about Dutch culture to a King’s Day pub quiz and an end-of-year party. “It can feel lonely when you move to a new country. These events help students feel more at home.”
A sense of belonging
According to Roberta, learning the language and the culture go hand in hand. “The way Dutch people communicate says a lot about the culture. What I found especially difficult in the beginning was how direct people are,” she says with a laugh. “That took some getting used to, but thanks to my Dutch course, I understand it much better now.” She also feels more included at work. “When my colleagues speak Dutch with each other, I understand what they’re saying and I get their jokes. That’s why learning the language matters so much to me. It helps you belong. It helps you feel at home.”
A new life
Roberta is now in the civic integration programme. She’s following a B2-level Dutch course and taking conversation training. “I really want to stay in the Netherlands. I love the cycling culture, and I think the work-life balance here is amazing. I can truly imagine my future here, I feel at home. And I’m not ready to give that up.”
‘Priceless: our children felt at ease right away’
When Sandrine Auffret was offered a position at ASML in 2021 as Chief Legal Officer and Company Secretary, the entire family relocated from Divonne-les-Bains in France to Eindhoven. It marked a fresh start in an unfamiliar country. Through STE, her children—two daughters and a son—as well as her husband Loïc took English language classes, while Sandrine herself studied Dutch. “To feel at home in a new country, you need to be able to communicate. STE played an important role in that for all of us.”
TEXT: WILLEM PIJNENBURG | PHOTO: KEES MARTENS / DCI
Sandrine beams as she reflects on those early months. “Taking your children out of their familiar environment is nerve-wracking. You just hope they’ll settle in quickly. Luckily, Gabrielle and Charlotte were able to join in at school, make friends and adapt to their new surroundings thanks to the lessons. They felt so comfortable so quickly - that’s absolutely priceless.”
What made their story extra special is that they were the first family in which the father, mother and children all took language lessons at STE. “We only found that out during this interview!” Sandrine says, laughing. “But it’s true. We each came to STE with a language need, and all of us found exactly what we were looking for.”
From student to teacher
Loïc, originally a French teacher, was already working at the international school in Eindhoven. But speaking English was a challenge. “I lacked confidence and barely dared to speak it. Even a simple conversation stressed me out, especially because we were living in such an international environment.” He began private lessons at STE. “We took it step by step. The teachers were incredibly patient, and thanks to them I can now confidently take part in discussions, start conversations with ease, and express my thoughts
clearly in English.” Today, Loïc is a French teacher at STE himself. “I started here as a student, and now I teach. Isn’t that amazing? Because I’ve experienced that same insecurity, I know exactly what my own students need.”
Being able to join in straight away
For daughters Gabrielle and Charlotte, language also played a key role in their integration. Gabrielle followed an intensive summer course in English. “Four years ago, I could barely hold a conversation. Now I’m about to start studying abroad, in English.” Charlotte was only ten when the family moved. “I really wanted to continue with athletics, but everything was in Dutch or English. Thanks to STE’s lessons, I could take part right away and made friends quickly. Everyone speaks good English here, which helps a lot.”
Ordering at the butcher’s
At home, language is a constant thread. The main language is still French -“and a bit of Dutch with the cat,” the daughters joke - but English has become firmly embedded in their daily lives. And Dutch is showing up more and more. Loïc: “I practice every day with Duolingo. And when I go to the butcher, I place my order in Dutch. ‘One pork tenderloin, please!’ I often get a reply in English, but now I feel confident enough to say, ‘Let’s do this in Dutch.’”
‘Four years ago, I could barely hold a conversation. Now I’m about to study abroad, entirely in English’
• Student
Quotes
• “ Terug van kwijt geweest”
Google Translate: “Ik heb de aanhangwagen (trailer) van die film gezien”
“Ik
vind
English een bietje difficult”
Google Translate: “Hier is uw verandering (change), fijne dag!”
“Ik wil een huis met balkondje”
“Ik ben naar Italië geweest en heb de pizzatoren bezocht”
“Kutjes & kalfjes”
“Vroeger wilde ik poliet worden! Politie? Nee, piloot”
“Dat moeten we in het gaatje houden”
“De deur van het fietsenopberghuisje gaat niet goed dicht”
Superlative: “Goedkoper –beterkoper –bestkoper”
‘Language is part of a country’s identity’
Wim Daniëls has been fascinated by language since childhood—especially dialects. In the increasingly international Brainport region, dialect is becoming harder to find, and even Standard Dutch seems to be under pressure. Wim explains why that’s both understandable and unfortunate.
TEXT: MIRTHE VAN WIJNGAARDEN | PHOTO'S: RENÉ MANDERS / DCI
“When I was a boy and said appelsien, I was ‘corrected’—apparently, it should be sinaasappel. But if you look at the origin of both words, they mean the same thing. A sinaasappel is literally a China apple, a fruit from China. In my dialect, appelsien is just a reversal of that.”
Wim describes it like this: “Every word in a language wears a kind of mask. When you take that mask off, you see what the word originally meant.” That idea fascinated him so much that he decided to study language. But he soon discovered that language is fascinating for many other reasons too: the history of standard language, dialects, how languages
evolve, and what makes one written text more effective than another. “I’m especially intrigued by what makes one piece of writing stronger than another.”
More standard language
Anyone who studies the history of language inevitably encounters dialect. Before the standard language was formalized, everyone spoke in dialect. So why is that different today? “Dialects are under pressure due to increased mobility. People move house easily and frequently. That trend has been going on for quite some time. In fact, back in 1959, a study from Tilburg University examined ‘immigrants’ in Brabant. But at the time, ‘immigrants’ didn’t mean people from other
About Wim Daniëls
Wim Daniëls is a writer, television and theatre creator. He has lived in Eindhoven for many years but grew up in the village of Aarle-Rixtel. Wim has written more than a hundred books, several of which became bestsellers. Many of his works explore the history of specific subjects, such as villages, bicycles, going on holiday, primary school, and language.His most recent book, titled 'De middelbare school', focuses on the history of secondary education. On television, Wim has been the presenter of the programme 'Nederland op Film' for the past five years. He also co-hosted the TV series 'Het dorp' alongside Huub Stapel.
The charm of dialect
Wim still enjoys speaking the Aarle-Rixtel dialect of his hometown. “It feels good to immerse myself in the vocabulary I grew up with. To me, my dialect is incredibly colourful. When I cycle to Aarle-Rixtel, it’s as if I slowly enter a wider and richer world of language.”
countries. It referred to Dutch citizens from outside North Brabant,” he says, smiling. “That tendency to move around means that grandparents and grandchildren often live far apart, and the dialect weakens over time. Dialects simply can’t survive when mobility becomes too high. It’s a shame, but it’s also a natural phenomenon. Mobility is part of modern society. I don’t live in my hometown anymore either.” n people from other country.
Brainport region
In the Brainport region, where people from all over the world come together for work or study, dialect has all but disappeared. That’s a pity, according to Wim. “Dialects are much richer in sound than the standard language. My own dialect, from Aarle-Rixtel, has around eighty distinct sounds. Standard Dutch has just over forty.”
And it’s not just dialects that are struggling in Brainport — even Standard Dutch is under pressure. “Many expats and international students mainly use English to communicate.” Wim finds that regrettable. “Few make a real effort to learn Dutch, which I find surprising. If you live and work in a country, you should have respect for its language, because language is part of a country’s identity. But many people don’t see it that way at all. They’re perfectly fine navigating everything in English. I see that as a loss.”
Lost for words
So is the Dutch language under threat? “To a certain extent, yes,” says Wim. “But Dutch has always borrowed words from other languages. In such a small language area, that’s practically unavoidable. If we suddenly decided to ban all foreign words, we’d often be left lost for words.”
According to Wim, our vocabulary clearly shows the influence of other languages. “That’s a result of historical power dynamics. Yes, today we’re flooded with English words, but many of those originally come from French.” The concern now goes beyond borrowed vocabulary to full English phrases replacing Dutch ones. “And that’s where it starts to become dangerous for Dutch.”
Brabant identity
The arrival of internationals influences not just the language, but also the local culture. Is there such a thing as a Brabant mentality? Wim hesitates. He gives lectures all over the country and doesn’t see huge differences in how friendly or open people are. Traits often quickly attributed to Brabanders.
He refers to a quote by Wim van de Donk, former King's Commissioner for North Brabant, when talking about the so-called Brabant mindset. “He once said that in Brabant, business is done with a combination of hard and soft. That might actually hold some truth.
This past May, I attended the Brainport Awards ceremony, where three major business prizes were handed out. What struck me was how much goodwill there was among the companies. Rather than emphasizing competition, they were seeking ways to become stronger together.”
‘It’s not just dialects that are struggling in the Brainport region, even the standard language is having a hard time.’
The joy of language Wim stresses that it’s better to enjoy language than to complain about it. “Language is wonderful to play with, and the masquerade of words I mentioned earlier is part of that magic. It can be deeply satisfying to express yourself in a way that really has an effect—when your words and sentences truly land.”
LOUIS GOUDSTIKKER (L) AND ANITA MAASSEN
One factory, 30 nationalities ^ one shared language
At Canpack’s factory in Helmond, you’ll hear dozens of languages every day. But on the shop floor, clear communication is essential. With 128 truckloads of cans leaving the site daily, teamwork is non-negotiable. That’s why Canpack chose one common language: English. Together with STE, they developed a language policy and lesson programme. HR Manager Anita Maassen says, “The training sessions are still ongoing, but we’re already seeing the results.”
TEXT: DJAYDEE KRAUS | PHOTO: RENÉ MANDERS / DCI
‘Once someone’s English is at the right level, we cover the cost of Dutch lessons too’
On the outskirts of Helmond sits Canpack, part of the international Canpack Group, which operates 23 locations worldwide. The Helmond factory opened in 2017 and was quickly launched with the help of an experienced team from Poland. “Many of those Polish team members ended up staying, and over time, new staff from other countries joined us through staffing agencies,” explains Louis Goudstikker, Director at Canpack. “Today, we have thirty nationalities working here.”
As the workforce grew over the years - now exceeding 500 employees - a new challenge emerged: how to ensure everyone understands each other. Anita explains, “You can’t speak 30 different languages. For safety, collaboration, and a sense of unity, we made a decision: English would be our working language. Many of our procedures and training materials come from the United States, so the more natural English becomes here, the easier it is to work with that information without needing to translate everything first.”
Language policy
Canpack is one of the few companies in the region with a formal language policy. In 2022, together with STE, they defined the minimum required language level for each role. “For production roles, we set A2 as the baseline, so people can read and understand safety instructions,” Anita explains. “For team leaders, the bar is higher.” To implement that, more than 500 employees took part in an intake process.
Those who needed training were scheduled for classes. A major logistical feat, given the five-shift system. Louis: “Lessons always take place after a morning shift, but with rotating schedules, fixed training days weren’t an option. Together with STE, we created a planning system that outlines exactly who is available when. It was a real puzzle.”
The payoff
Once the logistics were sorted, not everyone was immediately enthusiastic about taking language classes. “If you’re on a team of fourteen Romanians, it might feel like you’re learning English just for that one colleague who doesn’t speak Romanian,” says Anita. “We’re now working on mixing the teams more deliberately.”Louis adds, “And let’s be honest—staying after an early shift for a training session isn’t easy. But fortunately, people are now seeing the effect. Employees who used to need a colleague to explain something are now able to speak up for themselves. That’s really rewarding to see.” And for those who are ready, there’s even the option to learn Dutch in addition to English. Anita: “Once someone’s English is at the right level, we cover the cost of Dutch lessons too. That’s also provided by STE. A small group has already started.”
The next step
What do Anita and Louis hope for the future? “That speaking English here becomes second nature, and not something people see as a chore. On the shop floor, but also during lunch or at the coffee machine.”
‘You can’t look at
language^culture separately’
If anyone knows that it takes more than just learning the language to feel at home in a different culture, it’s Esther Janssen from Culture-Inc. She offers training and advice to help employees and companies learn how to deal with cultural differences in the workplace. But she also knows from personal experience what it feels like.
“You probably immediately think of, say, Indian professionals working at ASML when this topic comes up. But I can tell you, when I moved from Limburg to Amsterdam at eighteen to study, I also had a huge culture shock! I could understand the people there just fine, but the culture was completely different.”
TEXT: BREGJE VAN DOMMELEN | PHOTO: RENÉ MANDERS / DCI
‘Without background knowledge, you can still seriously mess things up’
If you want to feel at home in another culture, you always have to learn a lot. Whether you’re a Dutch person going abroad for work, or a foreigner moving to the Netherlands.“Getting used to another culture starts with realizing what your own bubble is, what your own expectations are. For example, you often hear that Dutch people working in Asia find the people there rather submissive. But those people see their own behavior as respectful, they don’t want to behave differently. You always have a biased view of other cultures. You’ve been shaped by your environment and upbringing, and that’s not something you unlearn easily. That’s not a problem, but you do have to be aware of it. Otherwise, misunderstandings will arise, and you simply won’t achieve what you want to achieve. Then you can never be successful, no matter how good you are.”
To the point
Feeling at home always starts with language, Esther emphasizes. “Language is crucial. You can’t separate
it from culture. Not only because you need to be able to make yourself understood, but also because language says a lot about a country’s cultural background. In the Netherlands, we tend to be quite blunt in how we interact, and our language is also fairly direct. In countries like India and Russia, the sentences people use contain much more context; in Germany, all the information is packed into one long sentence; and in France, they won’t take you seriously if you don’t present your information with at least a bit of elegance.” So learning words and grammar isn’t enough. “Sure, you can learn what ‘friend’ is in Chinese, but you also need to know that Chinese people use that word for anyone they know—whether it’s a close friend or a vague acquaintance. Without that background knowledge, you can still really mess things up.”
Holiday feeling
When you’re new in another country, the first few months often feel like a holiday, Esther knows from
‘Productive intercultural collaboration has to come from both sides’
experience. She lived in China for a year. “People who’ve just arrived here often find the Dutch friendly and approachable. After about six months, they start to get used to things. And then they start to miss their home country! The food, the way of doing things, the easy communication... That’s also when it becomes clear that building a social life here is really difficult. Dutch people don’t invite their colleagues over at the weekend.” That’s exactly the phase when good support - provided by the company they work for, for instance - is crucial.
So when Dutch companies bring in foreign employees, it’s important that they really try to understand them: what do they need, socially and professionally? Productive intercultural collaboration has to come from both sides. “Of course you can expect newcomers to do their best, but as a company you can really make a difference by helping the new colleague understand the work culture. In the Netherlands, employees are given quite a lot of freedom and responsibility. ‘Just get started, and let me know if there’s a problem!’ In many other countries, managers are much more directive. They keep a much closer eye on staff. If you’re not used to having to ask for help when you don’t understand something, you can completely hit a wall.”
Loss of face
Esther saw this up close when she was brought in to help. “An Indian man had started working at a Dutch company. He was very capable, but he wasn’t performing well. The company had told him during a performance review that there were areas for improvement, but then just left things to play out.
Until the man completely shut down, and they decided not to extend his contract. A major drama. He was about to get married in an arranged marriage, and his family suffered enormous loss of face. Such a shame, too, because he was very good at his job. A lot of pain could’ve been avoided if the company had made more effort to understand what he needed, and had brought in help earlier.” These kinds of misunderstandings due to cultural differences also happen when doing business just across the border. “Look at Belgium! Same language, but in terms of business culture, almost a mirror image. Where the Dutch like clarity, Belgians prefer to keep things vague. You can imagine how hard it is to do business if you don’t realize that.” The same goes for doing business with Germany. “They don’t get going until all the risks have been identified. Dutch people just start. They think: we’ll fill in the details later. Germans find that sloppy and unprofessional.”
Community’s
The Netherlands stands to benefit greatly from the foreigners who come here. “There are so many talented people! We really need them. But if we want things to go well, a few things are necessary. We need to be clear and provide good information. Even things like: introduce yourself to your neighbors, join a club if you want social contact, show that you’re making an effort.” But there has to be something in return, too, Esther adds. “If people feel comfortable, they learn the language better and integrate faster. So help people feel at home here. The communities STE is building definitely help with that.”
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BTaking care of our earning capacity COLUMN
rainport ranks among the global leaders in innovative technology. That’s no coincidence, but the result of years of investment — in innovation, collaboration, and talent.
Thanks to our open attitude toward the world, our region is attractive to innovative companies, startups, researchers, educated workers, students, and skilled professionals from across the globe. This international outlook is essential to our global competitiveness and our economic earning power.
Yet international talent is increasingly under scrutiny. In recent years, public debate has become more heated. Pressure on the housing market, crowded lecture halls, changing neighbourhoods. These are all valid concerns. But when you take a step back and look at the bigger picture, it’s clear: we cannot maintain our current level of prosperity if we shut ourselves off from the international labour market.
Employers in regions like Brainport know this better than anyone. They invest in talent development every day in order to stay at the top. Foreign talent is not a luxury, it’s a necessity. From high tech to healthcare, from construction to the energy transition: in every sector, we need bright minds and skilled hands to tackle the major challenges of today and tomorrow.
That’s why, as VNO-NCW Brainport, we say: take care of our earning capacity. Because closing the door to international talent means putting the brakes on innovation, growth, and future prosperity.Yes, we need to address the challenges that come with internationalization. But above all, let’s cherish what helps move our society forward!
Anne Deelen, Regional Manager, VNO-NCW Brainport
LEARNING DUTCH AT WORK: A STEP TOWARDS FEELING AT HOME
More than work: building real connections Lia, an international employee from Greece, explains why she chose to start learning Dutch: "When you live in a country, you can't just keep speaking English. If you really want to understand the culture and the people, you need to learn the language." After five years in the Netherlands, Lia now works as an engineer at SMART Photonics. She has discovered the value of small everyday interactions. "In my neighborhood, I try to talk to my neighbours. Sometimes it's a mix of gestures and words, but people appreciate that I make the effort." Stevan, a senior R&D engineer from Serbia, agrees:
"When you live in a country, it's natural to learn the language. It shows respect and opens up an entirely new world." Both Lia and Stevan find that learning Dutch not only helps them at work but, even more importantly, in their personal lives. "You start to understand humour better, and you feel much more connected," says Lia.
In the Brainport region, the number of international employees is growing rapidly. To truly become part of society, mastering the local language is essential. That’s why more and more companies are offering Dutch language courses to their international staff. SMART Photonics, based at the High Tech Campus in Eindhoven, is one of them.
“IT'S NOT JUST ABOUT LEARNING A LANGUAGE –IT'S ALSO ABOUT BUILDING
STRONGER TEAMS”
The employer’s role
Yvonne, HR Manager at SMART Photonics, quickly noticed the enthusiasm among international colleagues: "There was a lot of interest in a Dutch course. By offering it during working hours, we made it accessible and easy for everyone." She was surprised by the high turnout. "Within a short time, forty employees voluntarily signed up. That really showed how much it mattered to them."
Gemeente Eindhoven covers the costs of the first year through the 'Werkgeversaanpak: Nederlands voor internationale medewerkers' initiative. After that, it’s up to companies themselves to continue.
Learning and growing together
The courses are hands-on, with a strong focus on practice. Lia loves the learning environment: "The teacher encourages us to make mistakes. That makes me feel comfortable trying new things, and I learn faster."
Stevan is excited to keep practicing: "I hope to join the 'taaltafels' soon — informal lunch sessions where we practice Dutch together. It's a fun and relaxed way to improve." Taaltafels are organised by SMART Photonics, providing an opportunity during lunch to practise Dutch together. Outside the classroom, the practice continues. "My neighbours are patient when I speak Dutch. They really try to help me, and that gives me the confidence to keep going," says Lia.
A message to other employers
The advice from SMART Photonics to other companies is clear: "Don’t wait. Offering language training benefits both your employees and your organization. It's a win-win: better integration and stronger teams." As Stevan puts it: "Even if you can only say a few words, you already feel much more connected. And that makes all the difference." Would you like to know more about
Then please get in touch with Max de Kinderen via m.dekinderen@brainportvoorelkaar.nl
