Small steps are still steps

In Spot On, we are happy to introduce our professionals to you. This time in the spotlight: Susanne ter Wal, Senior Communications Consultant at Babbage.

Nothing is as damaging to an organization as neglected employees who do not feel seen or heard.

Susanne's career began with studies in journalism and communication, followed by several years working as a journalist. She soon discovered that her heart lay with internal communication. “If your organization is not in order, or employees are not well informed or involved, you will encounter resistance. Nothing is as damaging to an organization as neglected employees who do not feel seen or heard. I find it rewarding that I can use communication to contribute to improving organizations and increasing employee satisfaction.”

She enjoys working in places where things are happening. “There really has to be a concrete assignment to do, a problem to address,” she says. That is precisely what makes working through Babbage so appealing to her: assignments with a clear beginning and end, often right in the middle of a change process. “I always try to be part of the organization and the team. By immersing yourself, you can quickly see where the pain points are or where the obstacles lie.”

Via a rebranding to Babbage

The move to Babbage happened by chance, but felt immediately logical. During a rebranding project at a commercial company, Susanne worked with a copywriter who had been hired through Babbage.

When she was ready for a new challenge, she reached out. “I told Babbage that I would like to work for the police sometime. It seemed like such a challenging and special organization to me.”

Not long after, the phone rang: there was an assignment with the police through Babbage. “That was an opportunity I had to seize. Furthermore, Babbage is a professional organization with great assignments, so it felt like a logical step.”

A complex assignment at the police

Susanne has been working for a year now through Babbage as a communications advisor for the police, an organization that is large, hierarchical, and constantly in flux. “You really need time to understand such a complex organization and find your way,” she explains.

Central to her assignment is the Open Government Act (Woo), which requires government agencies to operate more transparently. “For now, we are focusing on internal communication: informing employees, involving them, and explaining what the law means for their work.”

In addition, she develops a wide range of communication tools, from intranet pages to presentations and infographics. But for her, everything starts with structure, a clear narrative, and repeating the core message. “You can create beautiful tools, but without a good foundation, a lot is lost.”

Why this assignment touches her

What appeals most to Susanne is the societal relevance. The Chief of Police’s vision document, 'Standing Firm', explains this beautifully. “It states: 'Openness and transparency are part of an organization like the police. They contribute to trust and a strong democracy. We want not only to comply with legal requirements, but also to be actively transparent.' I find that very beautiful.”

Moreover, the work is concrete and impactful. “We really create the materials with the target audience in mind. That way, it lands better; that way, it comes to life.”

Challenges in an organization that never stands still

The biggest challenge is the size of the organization. “Everyone is busy with their own work. The Woo is relevant to everyone, but of course, that realization doesn't just sink in with all colleagues overnight. We are making good progress, both in terms of content and from a communication perspective; that is what matters. Small steps are still steps.”

Proud of growth, impact, and authenticity

Susanne is focused on staying true to herself and maintaining her composure, even when things turn out differently than expected. “Keep observing, keep asking. It can’t go faster than fast.”

She is proud that she had the opportunity to take on SROI assignments on behalf of Babbage. “I found that particularly rewarding. It is wonderful to give something back in that way and create social value.”

On the other hand, she mentored Babbage’s communication trainees in their professional development. “That was incredibly fun to do. And the great thing is: I learn from them too! They make me look at how to work in this day and age in a different way. I find that very inspiring.”

A warm and professional employer

She is clear about Babbage as an employer: “There is a lot of attention paid to employees. It is a healthy mix of hard work and doing fun things.” After four years, she is still happy with the assignments and the guidance.

That is exactly what she wishes for others as well. “If you are at a turning point in your career, go talk to someone and find out if a company suits you. Find the environment where you can thrive. I found that match at Babbage.”

Committed, expert and driven. That is the basis of our work. As a professional within our network, you are the specialist who helps great clients.

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