About Huib Koeleman
“I’m Huib Koeleman—welcome to my site. For over thirty years, I’ve been helping organizations make their internal communication and change really stick. I believe communication connects people and builds trust—and that it should also be fun.”
On this page, you’ll find more about who I am and how I work.
My Principles
Contributing to Strategy
Internal communication directly supports both organizational strategy and employee engagement. Sometimes that means slowing down before you can speed up: clarifying the vision together, having the right conversations, and sharpening the course. It’s about much more than producing communication tools.
Empathy and Listening
You need to understand what drives people, what holds them back, and what gives them energy. Always step onto the work floor, seek dialogue, and listen to the stories of employees and stakeholders. That’s the only way to create communication that truly resonates and moves people to action.
Inclusion and Diversity
Words and images can connect—or exclude. As communication professionals, I believe we carry the responsibility to communicate inclusively and create space for every voice—regardless of background, beliefs, or identity.
Collaboration
I love working together with fellow professionals.
From 2015 to 2025, I had the pleasure of working with my colleagues at Orange Otters (here with Evani, Lisa, Michael, and Jeroen in the photo). Together with Michael Meyer and Roosmarijn Busch, I founded this agency for internal communication. It was a dream come true: a firm fully dedicated to internal and change communication.
I truly enjoy professional debates and co-creating new ways of working. The field of internal communication never stands still.
My timeline
Studies
From 1978 to 1987, I studied at Wageningen University, taking many courses in communication science with Cees van Woerkum, as well as the popular minor in PR with Anne van der Meiden in Utrecht. It was an inspiring time where I made many friends—and also met my husband, Gijs.
Later in my career, I earned a post-doc Master in Change Management at SIOO and, more recently, completed a program in Diversity and Inclusion at Leiden University.
These days, I attend conferences hosted by Logeion, Vonk, and MSC, and I’ve enjoyed teaching for many years at Van der Hilst.
Work
During my studies, I worked as a public participation officer in Nijmegen. After that, I spent three years at CMC with Peter Knoers, where I also wrote my first book on internal communication. I then became Head of Internal and External Relations at staffing agency Start.
That was followed by ten important years at Twynstra Gudde, where I gained a wealth of professional knowledge, eventually becoming a partner.
After three years as director at Euro RSCG Bikker, I co-founded my first agency, Wit Communicatie, with Ronald and Jan Jelle. Later, I launched Orange Otters with Roosmarijn and Michael, where I happily worked for ten years.
Beyond Work
I’m a big fan of film, especially LGBTQ+ cinema. That’s why I served for eight years as chair of Roze Filmdagen, Amsterdam’s LGBTQ+ film festival (if you haven’t seen Andrew Haigh’s All of Us Strangers, it’s a must).
I also served for several years on the board of the Wackers Academie, a school for figurative art, and contributed to the Advisory Board for the communication program at the Amsterdam University of Applied Sciences (HvA).
And I’m trying to learn Spanish—since we love spending time in Spain. It doesn’t come naturally yet, but it’s a lot of fun.
Writing Books
In my books Internal Communication and Change Communication, I’ve brought together twenty-five years of practical experience and turned it into workable methods.
Back in 1992, I thought it would be fun to put some of my ideas about internal communication on paper. What was meant to be a simple course reader turned into a book that ended up shaping the rest of my career in communication. A deliberate intervention? Not at all. Any regrets? Absolutely not! I truly enjoy contributing to the growth of the field and advising organizations—from strategy all the way to execution.
I’m not a developer, but I am curious—especially about digital innovations. I enjoy exploring what you can achieve with things like webinars or podcasts. And the developments around AI? I find them absolutely fascinating—and I’m always eager to try them out right away.
Happy Together
Of course, there’s life beyond work. I’ve been happily together with my hubby Gijs—my partner in crime—for almost 40 years, sharing a home and a life.
Amsterdam is our city. For years we’ve enjoyed the innovative productions of the Dutch National Opera, as well as dance performances at the Stadsschouwburg or in intimate theaters like Bellevue.
And for relaxation, there’s no better place than our rooftop terrace.
