Groningen Launches New Campaign to Attract Talent ‘Nothing Beats You’
A new campaign highlights Groningen as an attractive place to live and work, aiming to attract young professionals with career opportunities, balance, and regional pride.
Groningen has started a new long-term labour market campaign called “Nothing Beats You” (Er gaat niets boven jou), aiming to attract and retain talented people in the region. The initiative is a collaboration between the Groningen Agreement, the Municipality of Groningen, the Province of Groningen, and the National Program Groningen.
Aiming at Young Talent
The campaign targets Gen Z and Millennials with vocational (MBO), higher professional (HBO), or university (WO) backgrounds—especially those working in healthcare, technology, and ICT. With a twist on the well-known slogan “Nothing Beats Groningen,” the new message puts people at the centre instead of the place. The campaign promotes Groningen as a region with space to grow professionally and personally.
“We need people across all sectors, but most importantly: people who feel at home here,” said Arjan in ’t Veld, interim director of Groningen Merkpartners. “This campaign is meant to spark curiosity and help people consider Groningen as a serious option—especially right after graduation or when they’re looking to settle down.”
How the Campaign Works
The first phase focuses on visibility and awareness. Ads will appear across TikTok, LinkedIn, Instagram, YouTube, and in physical locations across the country. These direct people to the campaign website: groningen.nl/jij
There, visitors will find information about living and working in Groningen, along with personal stories and local insights. In fall 2025 and spring 2026, the campaign will shift toward action, including PR tours, sector-specific promotions, and testimonials from people who’ve already made the move.
Built with the Region
The campaign was co-created with input from local professionals, students, and young workers. Focus groups and creative sessions ensured the message reflects what people care about: work-life balance, purpose, and community.
“This campaign is a strong first step toward making Groningen more visible and attractive as a place to live and work,” said in ’t Veld. “It’s a joint effort between government, education, and business—and shows our pride in the region and its people.”
Learn More
The first campaign phase runs through August 2025. You can explore the campaign platform here: groningen.nl/jij, business.groningen.nl
Both sites provide local job stories, economic updates, upcoming events, and resources for anyone curious about building a future in Groningen.