Samenvatting

YoungCapital is an employment agency founded in 2000 that puts more than 16,000 candidates to work every day. To date, YoungCapital has the largest youth database in Europe and can be found better online than any other Dutch employment agency. For 2020, YoungCapital sets the strategic pillar “Growth”, that in 2020 at least 1000 new SMEcustomers must be recruited. For the Alkmaar establishment this means that they will have to
raise € 600,000 new business in 2020 with a margin of € 150,000. This translates to 500 hours of work per week.
To achieve this objective, research is being done into the brand attitude of potential SMEcustomers in Alkmaar and the surrounding area. The purpose of this research is to discover how customer-focused communication concepts can help shape a positive brand attitude among potential SME-customers. The results of the recommendation of this report are presented to YoungCapital Alkmaar in an advisory report. For example, the factors and role that potential SME-customers play are investigated how they can influence the brand attitude.