“The brand everybody loves to hate”, is the intriguing catchphrase Maarten Bokhoven uses to describe the brand position of ABN AMRO. As Head of Employer Branding, Sourcing and Community management Maarten is responsible for ABN AMRO’s vision of a smart synergy of acquiring market intelligence, constructing smart on- and offline employer branding campaigns as well as building talent pipelines and communities to attract the right talent. Using innovative techniques and technology combined with target specific insights. Maarten: “People’s career expectations change. That requires a traditional institute like a bank to change as well. At ABN AMRO we have a huge challenge to set ourselves apart from competition and create a sustainable position in today’s labor market.”

With a 15 years+ track record in a broad variety of marketing and communications positions Maarten brings an out of the box approach to the table when it comes to creating a strong symbiosis between sourcing and recruitment marketing. Staying true to his roots as a Phys Ed teacher he says his drive every day is to ‘move people and make people move’.