Why the Northern Netherlands needs to think internationally (and how to go about it)

Northern Netherlands entrepreneurs: we need to talk. And we need to talk about internationalization. Because if you don't scale up abroad now, you'll soon unintentionally join another trend: being taken over. And that is exactly what entrepreneur and investor Alex van Ginneken sees happening.

"With AI, it is easier than ever to grow internationally," says Alex. "But then you have to know how to use it smartly. It's not just about translating, but really connecting with your target audience. What works in the Netherlands doesn't necessarily work in Germany. So think beyond Google Translate. Use frameworks and the right prompts for example..."

To give you a kickstart, Alex shares five conditions for becoming internationally successful (and not a prey to takeover) as a Northern Dutch entrepreneur:

1.Use AI to scale internationally
AI tools like Clonable, DeepL, and ChatGPT make it easier than ever to make your website and marketing materials readily available in multiple languages. But beware: translation is not enough. Consider cultural differences and tailor your message accordingly. German customers, for example, often expect more formal communication than Dutch customers. Want to use AI smartly for international growth? Then read this guide on AI and internationalization.

2. Put your job postings in English
Yes, why? Because top talent also searches outside provincial borders. And because 'vacancy' does not score very well in an English-language search. You get the point ;)
No kidding: many companies in the Northern Netherlands only post their vacancies in Dutch, while the talent they are looking for may not come from the Netherlands at all. By posting vacancies in English, you immediately increase your reach. And no, that does not just mean translating the vacancy text, but also thinking about the right keywords so that your vacancy will be found better on LinkedIn and Google for Jobs. By the way, did you know that there is a framework you can use for each page on your website to get optimal results?

3.Hire at least two international employees
One is none. Two ensures that you are laying a foundation for an international work environment. Why? Because junior employees adjust more easily if they are not the only foreigner. Plus, a multilingual work environment increases your clout in international markets. Think customer service, marketing and even sales calls.

Below you can see how many internationals there are in the north of the Netherlands. (Source: Make it in the North)

AIESEC North Netherlands also sees opportunities in internationalization
AIESEC, the world's largest youth organization and active in more than 100 countries, agrees with Van Ginneken. In the Netherlands, this organization has existed since 1956 and is active in eight student cities, including Groningen. From there, they connect young, internationally oriented talent to organizations that want to grow in the field of internationalization. They help organizations from finding the right candidate to smoothly landing international talent. Tijn van Schalkwijk, External Relations at AIESEC North Netherlands explains, "Internationalization is an opportunity for the North Netherlands to develop further. Our primary goal is to connect international talent and local companies, because we believe that growth comes through exchanges in culture and experiences."

4. Become an IND referral
Want to hire talent from outside the EU? Then you need to become an official IND referral. This means you will be recognized by the Immigration and Naturalization Service (IND) as a reliable employer. No paperwork to get excited about, but it does open the door to motivated international professionals. And they are the ones who can make your company grow. You can find more information on how to become an IND-referrer on the official website of the IND.

5. Work together with international partners
Find local companies abroad with whom you can collaborate. We call this 'boots on the ground'. Think beyond the Netherlands and look for strategic partners abroad. This can range from distributors and agencies to collaborations with foreign companies in your sector. Networking through platforms such as LinkedIn, Founded.in and international trade fairs and trade missions can help you do this.

Ready to take the plunge?
Then it's time to get serious about internationalization. Because if you wait, someone else won't wait. And they will grab your market.


About Alex van Ginneken
Alex van Ginneken is an experienced entrepreneur, investor and business coach with more than
20 years of experience in the digital sector. While studying ICT and marketing/communications, he started entrepreneurship at the age of 20 and has since founded six companies,four of which he has successfully sold. As an online business coach, Alex helps entrepreneurs scale their businesses through advanced ICT, marketing and sales strategies.


He is also an avid athlete; in 2019 he completed the Marathon des Sables, a 230-kilometer ultramarathon across the Sahara. In December 2024, he ran the Antarctica Ice Marathon, sharing his preparations and experiences in the podcast series "Journey to Antarctica."

Alex regularly shares his expertise through podcasts and publications, and is author of the e-Book "Entrepreneurship with AI.