Royal Jaarbeurs is in full swing. As a vibrant meeting place where we inspire each other and as an employer that invests in the people who make this possible. And that investment now takes on a new dimension. For Jaarbeurs is introducing the Jaarbeurs Academy: a large-scale programme for all its employees to discover and develop their talents and grow further as an organisation. Marloes van den Berg, Chief People & Sustainability Officer at Jaarbeurs: "This is the beginning of something very special!"
The Jaarbeurs Academy is the example where sustainability and personal development are closely linked. For years, Jaarbeurs has been building an integral sustainability strategy where HR is one of the five major pillars, alongside, for example, social impact and circular business operations. Since 2020, Marloes has been responsible for sustainability at Jaarbeurs as Chief Sustainability Officer. Later, HR also fell under her responsibility. A logical combination, she says: "HR is one of the five major themes of sustainability. Think vitality, diversity and inclusion, gender equality, sustainable employability and also equal pay. And if you really take your sustainable ambitions seriously, you need culture change. That starts with investing in your own people."
Different programmes and development tracks
The new initiative is a broad and fully integrated platform within Jaarbeurs where education, training and development programmes come together. The Academy consists of different programmes for all employees within the organisation. For example, there is a Sales Academy, where account managers can sharpen their commercial skills. Or a Marketing Academy where marketers from all teams can learn new knowledge and skills. Jaarbeurs is also launching 'Young Talents' to connect young people with potential talent more closely with each other and the company. For the long term.
Own cookery course
Another unique component is the training programme 'Chefs of tomorrow', in which Jaarbeurs will train its own kitchen staff to become chefs; something no event venue has ever done before. Hotels and restaurants are often outsourced so training and committing chefs to an organisation is not a priority. Marloes: "Jaarbeurs operates its own hospitality industry (products and services) and we have employed many chefs who once started their careers here. As a result, they are hugely committed and often stay on for a long time. We want to maintain that sense of pride. The training gives employees the chance to learn the trade while working, guided by experienced chefs. The best part is that we will soon be able to say: if you start your training with us and complete it well, you will also be offered a job."
A first in 110 years
Jaarbeurs Academy is a true first. "We are almost 110 years old and we have never had such a nice integrated programme," says Marloes. "I talk to a lot of companies where HR and sustainability are separate islands. But the drive that we have at Jaarbeurs to make a difference with people, culture and sustainabily, is big. There are so many angles you can connect to this. Everything comes together here."
According to Marloes, the strength of the Jaarbeurs Academy also lies in its integral approach. Jaarbeurs is not only an organiser of exhibitions and events, but also a property owner, landlord and catering operator. These used to be three separate branches within Jaarbeurs, but are now one organisation together. "We have positions from AV technicians to sales directors, from IT people to cloakroom staff," she says. "And we include all those functions in the Jaarbeurs Academy. So we are really doing this across the integral axis. That's what I stand for. And to let employees grow and flourish in that complete organisation. To help them get to the next level. This is really the icing on the cake!" With that, the organisation is also going to grow along to the next level.
For now and in the future
The Jaarbeurs Academy is there to see opportunities, discover talents and choose your own path. "Within Jaarbeurs there are a lot of career opportunities" says Marloes. "You can follow all kinds of education and training here, and then get a role in your interest and talent. Before, it wasn't very clear how you could progress if you have ambition. Jaarbeurs Academy makes that clear and offers tools for anyone who wants to develop. Whether you're just starting out or have been employed for years, there's always something to pick up on."
Welcomed with open arms
The Jaarbeurs Academy is being rolled out step by step. Some components will start immediately after the summer. For example, the Sales and Marketing Academy, the chefs of tomorrow and the young talent programme. Other components, such as the traineeships, will start at the beginning of 2026. However, employees were the first to be informed during an employee meeting. People reacted very enthusiastically. "Colleagues spontaneously volunteered to think or contribute. I immediately invited them to spar together. I find that extremely important. It says something about who we are as an organisation: curious, involved and not afraid to take responsibility. That is also the culture we want to strengthen. An organisation where everyone feels heard and where you can say what you think. Even if you don't agree with something."
The Jaarbeurs Academy makes visible what Jaarbeurs wants to be: an organisation in which ambition, curiosity and connection are self-evident.
