What Werf& does

Werf& B.V. is an independent Dutch content platform that publishes articles, podcasts, whitepapers, events, training, and an awards program focused on recruitment, employer branding, and labor market communication. Founded in 2008 and headquartered at Weena 210-212 in Rotterdam, the company operates under holding parent Werf& Media with a formally separated editorial team led by editor-in-chief Peter Boerman and publisher Geert-Jan Waasdorp, who also serves as Director of partner organization Intelligence Group. The platform targets a horizontal professional audience of Dutch recruiters, HR/P&O professionals, communication professionals, and recruitment bureaus, organizing its editorial offering around topic verticals including employer branding, candidate experience, data, diversity, AI in recruitment, and international recruitment.

The product surface consists of three podcasts (The Monkey Rock, Blik op de maand, Werf& Weekly), a weekly newsletter, in-depth whitepapers, multiple seminars and webinars, the Recruitment Leaders Network community, and two annual awards programs (Werf& Awards and Total Talent Management Awards). Underlying technology is a standard WordPress-based web content management platform at werf-en.nl used for publishing editorial articles and event information; no proprietary software, APIs, or SDKs are offered. A formal editorial statute (redactiestatuut) separates editorial from commercial activities, a positioning lever used to differentiate from recruitment-vendor content.

Revenue is generated through three streams: partner advertising and sponsored content via media kits, event and webinar participation fees, and newsletter/content subscriptions. The go-to-market is community-led: free content drives audience, while advertising partners and event sponsors monetize engagement. The platform operates primarily in the Netherlands with no claimed global footprint, though select events such as the Global Talent Strategy & Intelligence Conference suggest international speaker and attendee positioning beyond the core Dutch editorial base.

Name

Werf&

Legal name

Werf& B.V.

Website

https://werf-en.nl

Company type

Private

Founded year

2008

Operating status

Operating

Headcount range

1–10 employees

Short description

Werf& is an independent Dutch content platform that publishes articles, podcasts, whitepapers, events, training, and awards focused on recruitment, employer branding, and labor market communication, serving Dutch recruiters, HR professionals, communication professionals, and recruitment bureaus.

Ownership category

akta.pro rank

Product category

Recruitment and HR Industry Media

NAICS

Convention and Trade Show Organizers (56192)

SIC

Services-Advertising (7310), Miscellaneous Publishing (2741)

akta.pro primary industry

Executive Summits & Invitation-Only Forums (MPAGAGAK)

Keywords

• Recruitment industry media
• Employer branding content
• Labor market communication
• HR professional publishing
• Recruitment events platform

Headquarters

HQ city

Rotterdam

HQ country

Netherlands

HQ region

Europe

Offices1 record

Markets served

GTM type

B2B

Offering type

Digital Commerce or Content

Cost components

Personnel, Marketing or Sales, Operations, Technology or R&D

Revenue model

1. Advertising and Sponsorship: The platform generates revenue through partner advertising, sponsored content, and media kit offerings to recruitment industry vendors and service providers.
2. Event Revenue: Revenue generated from event participation, webinars, and seminars including the Werf& Inspiration Day and other recruitment-focused conferences.
3. Newsletter and Content Subscriptions: Newsletter subscriptions keep readers informed about recruitment trends, events, and industry news.

Pricing tiers

Go-to-market motion1 record

Distribution channels2 records

Marketing channels8 records

Core offering

Werf& is an independent Dutch editorial platform that publishes articles, podcasts, whitepapers, and newsletters covering recruitment, employer branding, and labor market communication ("arbeidsmarktcommunicatie"). It also organizes seminars, webinars, conferences, and awards programs for the Dutch recruitment professional community. Commercial revenue is generated through partner advertising, sponsored content, media-kit packages, and event participation, while content itself is offered free of charge to readers.

Product overview

Werf& is an independent content platform focused on recruitment and labor market communication. The offering consists of a unified content platform delivering articles, blogs, podcasts (The Monkey Rock, Blik op de maand, Werf& Weekly), whitepapers, newsletters, and events (seminars, webinars, conferences). These products work together to serve the recruitment professional community with news, insights, best practices, and networking opportunities. The platform operates under an independent editorial board and does not offer a software-as-a-service product.

Differentiator

Problem solved

Functional benefit

Brands

• Werf& Awards: Annual awards recognizing excellence in recruitment and employer branding
• The Monkey Rock
• Blik op de maand
• Werf& Weekly

Products and services

• The Monkey Rock A standalone podcast delivering the latest insights, trends, and inspiring stories about recruitment and employer branding for Dutch recruitment professionals.
• Blik op de maand Monthly podcast hosted by Peter Boerman and Geert-Jan Waasdorp discussing news and the most important developments for recruiters in the Dutch market.
• Werf& Weekly Weekly podcast keeping Dutch recruitment professionals informed about the most important news and developments in the recruitment market.
• Werf& Newsletter Free weekly email newsletter providing articles, interviews and analyses on recruitment and employer branding, plus event announcements, practical tips and access to exclusive content such as whitepapers.
• Werf& Events (Seminars, Webinars, Conferences) Organized events including the Werf& Inspiration Day, seminars on AI in recruitment (e.g. the GEO seminar), webinars, and the Global Talent Strategy & Intelligence Conference 2026 in Amsterdam. Targeted at Dutch recruitment professionals and leaders.
• Recruitment Leaders Network Closed network for senior recruitment leaders and professionals to connect, share knowledge and access specialized content within the Dutch recruitment ecosystem.
• Werf& Whitepapers In-depth research publications on recruitment and labor market topics produced under strict editorial guidelines for quality and originality, distributed as standalone pieces via the Werf& platform.
• Werf& News and Articles Daily editorial articles organized across topic hubs including labor market communication, campaigns, candidate experience, data, diversity, employability, employer branding, engagement, flex/international/online recruitment, RPO, selection & assessment, technology and trends.
• Werf& Awards Annual awards program recognizing excellence and innovation in recruitment and employer branding for the Dutch recruitment market.
• Total Talent Management Awards Annual awards program recognizing excellence in total talent management practices in the Dutch market.
• Werf& Partner / Media-Kit Advertising Annual partner packages and media-kit advertising sold to recruitment industry vendors and service providers, giving them access to advertise, sponsor content, and gain visibility across the Werf& platform, newsletters, podcasts, and events.

Named customers3 records

Segments4 records

Ideal customer profiles3 records

Technology focussed No

API detail

Has API

No

API docs

API detail

Core technology

AI maturity

App detail

Partnerships

Eight partnerships are on record, tiered core and minor.

• Academie voor ArbeidsmarktcommunicatiecoreStrategic or Co-development PartnerEducational partner providing training and professional development in labor market communication, co-branded webinar collaborations with Werf&
• CompagnonminorGTM or Marketing PartnerPartner organization collaborating on content and marketing initiatives within the recruitment ecosystem
• EN HR solutionsminorGTM or Marketing PartnerHR solutions partner with collaboration on recruitment industry content and events
• Intelligence GroupcoreStrategic or Co-development PartnerLabor market research and intelligence provider, with Geert-Jan Waasdorp serving as Director of Intelligence Group and Publisher of Werf&
• Recruitment MarketeersminorGTM or Marketing PartnerPartner network for recruitment marketing professionals sharing content and industry insights
• The Talentpool CommunityminorGTM or Marketing PartnerTalent community partner collaborating on content and professional networking initiatives
• WBNRSminorGTM or Marketing PartnerPartner organization within the Werf& partner ecosystem
• WerkzoekenminorGTM or Marketing PartnerJob platform partner collaborating on recruitment content and visibility

Scale indicators2 records

Recent moves6 records

Expansion highlights6 records

Broad incumbents

• SHRM: The largest global HR professional membership organization, producing media content, research, and events for HR practitioners. Comparable in serving HR professionals with content and events, but at much larger scale and US-anchored.
• LinkedIn (Talent Solutions): Dominant professional network with native content, recruiting tools, and a large audience of HR/recruitment professionals. Acts as both a competing content channel and an adjacent advertising/sponsorship platform for the same advertisers that fund Werf&.
• HR Magazine: Established UK-based B2B publication covering HR with editorial, events, and awards. Overlaps with Werf&'s HR/recruitment professional audience but operates at broader HR scope and larger international scale.
• Indeed Hire: Global job platform with employer branding, content marketing, and recruitment advertising products. Overlaps with Werf& in serving recruitment-vendor advertisers targeting Dutch HR professionals.

Others

• Intelligence Group: Dutch labor-market research and intelligence provider with overlapping coverage of the same professional audience. Functions as Werf&'s core strategic partner (with cross-ownership via Geert-Jan Waasdorp) rather than a direct competitor.
• Recruitment Tech: Recruitment-technology ecosystem organization listed as a Werf& technology partner. Adjacent ecosystem participant covering recruitment innovation, with content overlap but not a directly competing media brand.

Direct peers

• Adformatie: Dutch B2B trade media brand covering marketing and advertising, with editorial content, events, and partner/advertising monetization. Operates an analogous niche-media business model to Werf& but in the marketing vertical rather than recruitment.
• Recruiter.com: Recruitment-industry media and resource platform combining editorial content, industry news, and recruitment tools. Comparable niche-media approach targeting recruitment professionals and vendor advertisers.
• ERE Media (Recruiting Daily): Global B2B media company focused on the recruitment and staffing industry, producing editorial content, podcasts, and industry events. Direct analogue to Werf& at a larger geographic scale.
• Personeelsweb: Dutch online news and content platform covering HR, P&O, and personnel management — the same professional buyer Werf& serves. Comparable content-led, advertising-supported model targeting the Dutch HR community.

Market position

Strengths5 records

Weaknesses5 records

Competitive moat4 records

Key risks5 records

Key highlights6 records

Customer concentration

• Xx.com/werfen
• Facebookfacebook.com/werfen.nl
• LinkedInlinkedin.com/company/werf-
• Instagraminstagram.com/werfen.nl

Compliance1 record

Revenue estimate

Valuation estimate

Number of profiles

Profiles2 records

Funding overview

Funding rounds

Investors

Funding detail is available on the Subscription and Enterprise plan.Contact sales →

M&A

Investments

M&A and investment is available on the Subscription and Enterprise plan.Contact sales →

Frequently asked questions about Werf&