“I didn't just want targets, I also wanted to make a social difference.”

For over 25 years, we have been connecting organizations with the best marketing, communication, and content professionals. We find suitable assignments or positions for junior, medior, and senior professionals. In Spot On, we would like to introduce them to you. This time in the spotlight: Joan Kols, Strategic Communications Advisor (ai) at the Tax and Customs Administration.

“It is an organization where so much is happening. It is very interesting and nice to contribute to improving the services of the Tax and Customs Administration.”

For many Dutch people, the blue envelope and the Tax Telephone are inextricably linked to the Tax Authorities. Joan Kols has been working as an interim strategic communications advisor via Babbage at the Tax Authorities since April 2022. Here she contributes to the optimization of services to citizens and companies.

“I am involved in four major change programmes. Very interesting in an organisation such as the Tax and Customs Administration, because you have to deal with many different stakeholders. That is a challenging field of forces. They are working hard to help citizens and companies as best as possible. Part of my assignment is to shape a new communication cluster for the Customer Interaction & Services (KI&S) department together with a colleague. The role of the Tax and Customs Administration as a central government organisation is changing, customer focus is central.”

Who is Joan Kols?

As a strategic communications advisor, Joan is aware that she cannot only be strategic, but also has to have her feet on the ground. “I am a go-getter and quickly gain an overview. I like change. Once a job is done, I want to move on. That is why interim work suits me well.”

“In addition, I am someone who, in addition to the business side, also has an eye for the human side of the workplace, the personal contact. A good example is a colleague who had to address a group of colleagues and was looking for a way to capture their attention. I knew, because I had also had personal conversations with her, that she was a victim of the benefits affair and that this was precisely a reason to work for the Tax Authorities. By talking about this, she touched and inspired her audience.”

Ambition: the government

Joan previously worked as a self-employed person at financial service providers such as Aegon, ASR, Achmea and VGZ. “With these types of commercial organisations, it is always about targets. I also wanted to do something different. Serving the social interest, that is also what I want to be involved in.” The Tax and Customs Administration in particular was an organisation where Joan was keen to use her experience. She made several attempts to secure a nice assignment with the government. She was rejected several times due to a lack of experience within the government.

Then, via Babbage, the assignment at KI&S came along. “My experience in financial services is particularly useful in this position within the government,” says Joan. “I had a conversation with the client and a short time later I was able to get started. It is an organization where so much is happening, it is very interesting. I am happy that I can contribute to improving the services of the Tax and Customs Administration.”

front office

At the Tax and Customs Administration, Joan and a colleague started building a new team: creating a good solid foundation, so that it can eventually be transferred to a permanent new team. “KI&S is the front office of the Tax and Customs Administration. This includes the Tax Telephone, also known as the voice of the Tax and Customs Administration.” The employees are an important internal target group for Joan’s team. A group that Joan has built up a lot of respect for, because of their substantive expertise and commitment.

Joan says: "The Tax Telephone has six locations where call teams are located with employees who are constantly calling. You can imagine that these people are difficult to reach for corporate issues from the head office. We have set up an infrastructure where the lines with the branches are short and we have monthly consultations with the employees of the branches. Collaboration and sharing information with each other is paying off."

Political force fields

According to Joan, the special thing about a government assignment is that you have to deal with politics. “A decision can be made in the House of Representatives or by a minister, which means that your playing field will suddenly look different. For example, a new IT system, which means that many adjustments have to be made in a short period of time. Then that takes priority over all the other work. You have no influence on that.”

Happy with Babbage

Joan is satisfied with the support that Babbage offered for the assignment at the Tax and Customs Administration. “Ten years ago, as a self-employed person, I did an assignment via Babbage, at ASR. Interim assignments at the government always go through an agency. Given my ambition to work for the government, I regularly contacted Iwein Trel. And when I approached Iwein with the question whether this might be a good match, he responded positively. And that turned out to be justified,” says a happy Joan. She is particularly satisfied with the good and extensive briefing that she received from Babbage prior to the interview at the Tax and Customs Administration. “That is a nice start!”

Tips for aspiring communications professionals

“Make sure you have enough information and are prepared when you go to the interview. When you start your assignment, immediately do all the mandatory e-learnings, because before you know it you will be so busy that you will no longer have time for it. Put out your feelers and make sure you get an overview. And follow through. As an interim, you are usually there to solve something or to complete a job.”

Are you also looking for a new challenge? We would love to talk to you and find your next step together.