On 7 October, the doors of Beeld & Geluid open for GROW25. More than 120 HR, L&D, operations and communications professionals come together to learn from and with each other.
GROW25, the annual event hosted by TinQwise and Keephub, focuses on people, learning and technology in the workplace. No PowerPoints and no endless keynotes, but real stories and fresh ideas from practice.
The audience has barely found their seats when opinions start flying. Host Mark Wijsman opens with a few bold Mentimeter questions, and within seconds the dynamics of the modern workplace appear on the screen.
The biggest challenge for organisations is not finding or developing people, but keeping everyone motivated and engaged. When asked which “superpower” every manager should have, always having an overview takes the lead, closely followed by always having time and always having patience. These are traits everyone recognises from the daily chaos of work.
Most participants see themselves as Visionaries or People Coaches: people who want to move forward, share ideas and believe that a good conversation is worth more than a target. Those conversations, built on trust, safety, listening and celebrating success, form the foundation of high-performing teams.
The tone for the morning is set. The energy in the room is tangible, and everyone is eager to grow together. And for anyone curious about how different generations see that growth, the upcoming talk show offers plenty of insight.
The talk show “Gen Z in the workplace” sparks instant recognition. Everyone in the room faces the same challenge: how to keep young employees engaged and motivated in a world that keeps changing.
The key lesson quickly becomes clear. Those who listen, learn. Young employees are not asking for applause but for a genuine conversation. Their perspective brings new energy, and your response makes the difference. When organisations truly listen to what drives Gen Z, growth happens on both sides. Sometimes it is found in small gestures, such as noticing when someone says “I’m cold” and responding by arranging warmer jackets for delivery teams.
This theme of bringing generations closer together continues in the roundtable hosted by Job van Dijk, Learning & Development Specialist at HEMA. Managers act as the glue between young and old. And data, Job adds, should not only be used to measure but also to inspire and guide. That can happen through a panel discussion, or even a theatre performance.
Lieke Feskens, Project Lead Talent & Development at WE Fashion, emphasises that learning only creates real value when it is personal and contextual. “Personal learning, growing together,” is their motto. Combine real-life context with group dynamics, and you create learning that feels meaningful and effective.
XENOS and Hunkemöller bring that idea to life in their roundtable “From top-down to team-up communication.” Using daily start-up cards, employees take ownership of what they want to discuss, share and improve on the shop floor. Small conversations, big impact.
The sessions from Zebra Technologies and ABN AMRO shift the focus to technology. Not as a replacement for people, but as an amplifier.
“Technology is there to support and empower employees. We need to use it smartly,” says Mark Thomson, Retail Industry Director EMEA at Zebra Technologies.
At ABN AMRO, Tessel van Os, GenAI Learning & Development Lead, explains that implementing generative AI is about much more than the technology itself. It is about why, who and when. Safety, training and continuous learning help employees build confidence in using AI tools responsibly.
Erwin Calot, Information Manager at HANOS, shares a refreshing insight: audits do not have to be about control. They can be an opportunity for growth. By involving employees in the why behind an audit, ownership grows. Control turns into engagement, and feedback becomes improvement.
And let’s be honest, the word audit sounds like someone standing behind you with a clipboard. Time for something that fits better with today. Maybe growth scan? Or improvement check? Erwin is open to suggestions.
INretail, Intergamma and MR MARVIS all share a similar message: AI should never be the goal. It is a tool that works for people. Technology should strengthen teams, not replace them.
That message comes across clearly during the Dragons’ Den, where two future visions clash but eventually come together in one conclusion:
“Tech won’t replace people. It amplifies what we do best.”
Finally, Sapna Goedan, Talent Development Manager at Karl Lagerfeld, shows how storytelling can be a driving force for engagement. “When people feel seen, they grow,” she says. “And when people grow, the brand grows with them.”
GROW25 shows that real growth always starts with people. With employees who have room to learn. With leaders who dare to let go and trust their teams. And with organisations that use technology smartly to make their people stronger.
Growth does not start with more tools or more people. It starts with people who grow stronger through the right tools. And perhaps most importantly, it starts with leaders who truly listen to their people.
Because the people on the floor make the difference for your customers every single day. So listen to them, learn from them, and let them lead the way.
By photographer Yannick van der Schot