Healthcare-related · inclusion, neurodiversity & employment participation
Strategic communications advice on inclusion and employment participation, translated into concrete employer and talent stories in NRC and Ondernemersbelang.
Executive summary
For Ctalents, Rob Lagendijk developed a focused communications approach around inclusion and employment participation. He sharpened objectives, messaging and proof points and developed story opportunities based on employers and talent. An employer story was published by Ondernemersbelang on 20 October 2025. NRC published the story of Stephan Boshuizen on 20 February 2026, after he found suitable work through Ctalents. The case connects strategic advice with concrete editorial content and national visibility.
The challenge
Ctalents helps people with a visual or hearing impairment and people with autism find suitable work. Employers needed a clear view of what inclusive employment means in daily practice and what role Ctalents plays in making it work. Communication required clear objectives, concrete examples and credible evidence. As the organisation expanded its focus to talent with autism, the mission also needed to be recognisable to candidates, employers and editorial teams.
The strategic question
How do you translate an inclusion mission into a credible employer story and a focused communications approach?
Our approach
Rob advised on the communications approach and supporting evidence. During campaign preparation he brought objectives, target audience, message, media focus, timing and responsibilities together. He gave concrete feedback on press materials: make the pilot tangible, use an employer example and strengthen the story with an external voice. He also advised on the press page, press kit, topicality and discoverability, reviewed blog content and worked with the team on an employer story about inclusive employment. The University Museum Utrecht case connected the mission to an employer’s day-to-day experience and was offered to Ondernemersbelang. For NRC, Rob introduced Stephan Boshuizen’s talent story to the Spitsuur journalist; correspondence from May 2025 confirmed interest and the interview was eventually published on 20 February 2026.
Results
NRC: talent story, 20 February 2026
Ondernemersbelang: employer story, 20 October 2025
Advice on campaign strategy, press page and proof points
Employer practice translated into a publishable editorial story
Timeline
May 2025: Stephan Boshuizen introduced to NRC Spitsuur; journalist interest confirmed.
July–August 2025: advice on the press page, press kit and campaign around talent with autism.
5 August 2025: preparation around objectives, message, media focus and planning.
3 October 2025: feedback on blog content and employer story offered to Ondernemersbelang.
20 October 2025: employer story published.
20 February 2026: talent story published in NRC.
Strategic impact
The collaboration combined communications advice with concrete practice stories. NRC published Stephan Boshuizen’s story on 20 February 2026, showing employment participation from the perspective of a visually impaired professional. Ondernemersbelang published the employer story about Ctalents and the University Museum Utrecht on 20 October 2025. Together, the two pieces provide both the talent and employer perspective on inclusion. New candidate placements or client enquiries attributable to the communications activity were not measured.
Media & evidence
The evidence base consists of the published NRC and Ondernemersbelang articles and the documented campaign preparation. The case demonstrates editorial visibility and strategic communications support; it does not claim measured employment or commercial outcomes caused by PR.
Our contribution
Communications strategy · inclusion positioning · employer storytelling · talent storytelling · media relations · evidence-led messaging
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