How Julia and Tanne created a real-world recruitment strategy

Julia Lohse and Tanne van Amerongen, originally from Germany and the Netherlands, respectively, graduated from Hanze in September 2025. For their graduation project, they chose to represent B&S Group, a tech-driven company in the consumer goods industry, by creating a communication strategy to attract students to their internship programs.

‘We approached the project by combining the expectations of the client and the university. In this sense, the professors offered their professional support, while still being hands-off, encouraging us to take initiative. Indeed, we always had the aim to integrate our results into one cohesive communication strategy and product — in this case, fair materials — based on all research findings.’

From ideas to real products

‘With a clear understanding of the context and audience, we moved on to the development of the communication strategy. As a group, we brainstormed and pitched creative concepts. The client eventually selected 'Fast-Track to Your Global Career' — an airport-themed concept that transformed a corporate recruitment fair stand into an aspirational career journey experience. The concept resonated with students’ ambitions for international exposure and professional growth. We were able to implement a solid communication strategy and deliver a compelling product thanks to the knowledge gained during our studies in International Communication— in particular, our Visual Communication classes were essential in shaping the design of the final output. For example, when I applied for my internship at a company based in Barcelona, I included this project in my portfolio. It really helped demonstrate my capabilities — even though I now work remotely for that organization (Julia).’

According to Julia:

‘I learned about teamwork, about my own boundaries, and about professional communication. I know that I’m reliable, creative, and able to take initiative. I can deliver high-quality work, communicate well with clients, and stay engaged even when things get tough. I also realized that I need to work on my leadership skills, especially in group settings. Avoiding confrontation might feel easier in the moment, but in the long run, it causes more harm.’

Whereas Tanne reflects:

‘I master how to apply research results to communication products and how to translate those results into something tangible for a client. I also gained insight into the importance of creating solutions that are both creative and practical. I now know that I am good at taking responsibility, being thorough in research, and keeping an overview of the project’s different stages. I’m also flexible when it comes to adapting to client needs and working styles. Next time, I want to practice being more assertive in group discussions and take on a clearer role in leading the process.’