Why 80% of Twente companies miss top talent because of the first paragraph in their job ads

Why many job ads miss the mark

Many Twente organizations start their job postings focusing on themselves: what they are looking for, how they grow, and what they do. In a region known for work happiness and high quality of life, this approach misses the mark. Twente offers not only challenging work but also an environment where employees can truly thrive. Let’s explore this further.

The power of the Twente proposition

Which elements of the Twente proposition you highlight depends on the role, your employee value proposition (EVP), and the type of candidate you’re targeting. Many companies that clearly communicate this unique proposition also benefit from extra visibility via the Job and Companies portal on Twente.com.

Here are the proven advantages of living and working in Twente:

• Twente offers challenging jobs with inspiring employers in manufacturing, healthcare, and high-tech, where you work on innovations that truly matter.

• Twente gives you more value for your money: living and working here is more affordable than in many other Dutch regions.

• Residents enjoy an ideal work-life balance with a rich social life, sports, culture, and numerous events in a green environment.

• Twente is a top technological region. Companies continuously develop thanks to the unique collaboration between business, government, and educational institutions.

• Many Twente companies provide an innovative environment where visionary ideas flourish, and technology and progress come together.

• Living in Twente means being part of a down-to-earth culture, where people work together openly to build a better future.

3 examples to leverage the twente advantage in job ads

Top talent doesn’t just choose a job — they choose a complete life. Twente offers both: challenging high-tech roles and the highest quality of life in the Netherlands. By weaving this unique combination into your job postings, you attract candidates who want to excel in their profession and live happily. Here’s how:

Traditional opening 1 (weak):

“We are looking for an experienced engineer to support our growing team on various projects.”

Twente proposition (strong):

“Are you an engineer who wants to work on technologies with global impact and live in an affordable, green region? In Twente, you develop advanced chips and life-saving robotics in an environment where innovative ideas thrive. As an engineer at our company, you collaborate with leading knowledge institutions on groundbreaking photonics and nanotechnology solutions. With affordable housing within cycling distance of both work and nature, Twente offers the perfect foundation for your career and life.”

Traditional opening 2 (weak):

“Due to our department’s expansion, we are looking for an experienced nurse to join our innovative hospital focused on quality.”

Twente proposition (strong):

“Are you a nurse who wants to pioneer the healthcare of tomorrow and live in the happiest region of the Netherlands? In Twente, you work with the latest medical technology in an environment where care innovations are quickly transformed from idea to practice. As a nurse at our hospital, you help keep care accessible and affordable with smart technology — and after your shift, step straight into nature or a local terrace — perfect balance between work and life.”

Traditional opening 3 (weak):

“We are looking for an experienced materials scientist to join our R&D department in developing new products.”

Twente proposition (strong):

“Do you want to work on the materials of the future in a region where business, education, and government truly collaborate? As a materials scientist at our company, you join a unique innovation ecosystem where we don’t just talk about a sustainable future — we create it. You work with knowledge institutions and specialized research centers that lead in developing new expertise.”

Concrete next steps for HR teams

Follow these 3 steps to turn a standard job ad into one that grabs the attention of top talent:

1. Evaluate your current job postings – Critically review the opening paragraphs of your last 5 ads. Are they leveraging the Twente proposition?

2. Develop your employee value proposition (EVP) – A strong promise to top talent determines whether a job posting receives massive or minimal response.

3. Measure your results – Ask candidates what appealed to them in your job ads and track whether you attract the right talent more often.

In a region actively working on Gross Twente Happiness, your recruitment deserves a happy touch too. Use our tips to make it happen!