'I believe the narrative approach I developed can be applied to other societal challenges'

Alaa Taktouk graduated cum laude in 2022. She received a Practical Impact Award for her master’s thesis. Her project focused on one of IKEA’s longest-running global sustainability programs, Skills for Employment (SFE). Today, Alaa works as an International Communication Advisor at Rabobank.

A Story to Tell: Building a Narrative Communication Strategy for Newcomer Inclusion at IKEA Netherlands

Aligned with IKEA’s SFE vision, her research included best practices analysis and in-depth interviews.  She identified four key narrative themes essential for communicating newcomer inclusion effectively:

• Integration as a win-win process
• Including IKEA employees as part of the SFE narrative
• Shifting from negative to positive representations
• Celebrating cultural diversity and a sense of belonging

‘These four themes open up new ways of thinking about newcomer inclusion—how it works, what needs to change, and how we can make it more meaningful,’ she says.

Making it Matter: Impact in Action

Alaa shared the findings from her research with the IKEA team, hoping to impact the company's practices and encourage other businesses to help newcomers join the workforce.  ‘I believe the narrative approach I developed can be applied to other societal challenges too’, Alaa says.

Reflections with Reach

Alaa looks back on her Master's journey fondly: ‘Being part of the International Communication Community has truly prepared me to think critically and advocate for the value of good communication. The programme’s international environment has shaped me into a more reflective and globally-minded communication professional—and I’m proud to be part of it.'