A brief look back at the origins
Anyone who has read my previous blog knows that I haven’t just known this company since June 2023. On January 1, 2010, I started as a security guard at ANVD Bewaking, the Algemene Nacht Veiligheidsdienst Dordrecht, an organization that had been in existence since 1915. In 2011, ANVD became part of SERIS. To me, that initially felt mainly like a new name for the same profession.
Three years later, it’s time for an honest mid-term review.
A future-proof security organization starts with making a choice
Sales & Marketing: Make Smarter Choices, Win More Business
Our top priority was Sales & Marketing. Not because it wasn’t working, but because the structure was fragile. We were too reactive to incoming leads and didn’t set our own direction often enough. It wasn’t always clear which customers were truly a good fit for SERIS.
Raoul Bandell played a key role in this. Not by selling harder, but by making better choices. He brought structure to market segments and customer profiles. What I find just as important are the conversations we continue to have. We regularly disagree. A request comes in, he sees an opportunity, I see a risk, or vice versa. His principle is clear: if we bid on something, we do it fully. No half measures. No doubts about capacity.
That sometimes means we deliberately turn down a request. It feels uncomfortable, but it’s necessary if you want to continue delivering quality within a future-proof security organization.
Even when we’re convinced we’re the best choice, we don’t always win. That’s just part of being a mature business. What matters is what you do next. We analyze, refine, and move forward.
In addition, we’re taking a more proactive approach to the market. Instead of waiting for someone to call, we’re reaching out ourselves. We’re showing who we are, how we work, and why SERIS is a reliable partner for professional security and reception services.
Discoverability is playing an increasingly important role in this. SEO was already important, but with the rise of AI, the way people search for information is changing. That’s why, in addition to SEO, we’re also working on GEO to ensure that SERIS remains visible in AI-driven search environments.
The Operation: Delivering on Promises in the Workplace
There’s no point in getting Sales & Marketing in order if operations don’t keep pace. Bringing in new customers while operations are falling apart is asking for a blow to your reputation.
Rutger Kooman plays a key role in this. He knows the regions, knows the people, and often spots potential problems before they become actual issues. Not based on reports, but because he’s closely involved in the day-to-day operations.
Security isn’t a one-time service. It’s about consistency, discipline, and attention to detail. A security patrol that’s just a moment too late. A key handover that goes wrong. An alarm response where every second counts. Those are the moments that define reliability.
That is why we have deliberately structured our operations to include regional team leaders, contract managers, and regional managers. This additional layer ensures proximity—both to security personnel on-site and to our clients. This is not a luxury, but a prerequisite for quality and continuity within a future-proof security organization.
HR: Attracting people who don't even know they're looking
Once Sales & Marketing and Operations are up and running, one additional challenge becomes apparent: people. Not just any people, but the right people. Colleagues who stay, feel at home, and take pride in their work.
My MBA program helped me take a closer look at how to systematically build a strong employer brand. Together with Heroes in HR, we streamlined our processes. One phrase really stuck with me: retention is the new recruitment.
Manolya Tavsan and her team work on that every day. It’s a combination of experience and fresh energy. That mix works.
The security sector faces a chronic labor shortage. SERIS does not work with independent contractors. This is a deliberate choice. Every security guard who works for SERIS is employed by SERIS. We work with two permanent subcontractors—and no more. These are partners we know, monitor, and trust.
Our recruitment efforts target people who aren’t actively looking for work. We use geofencing, algorithm-driven campaigns, and targeted advertising. In addition, through the SERIS Academy, we train career changers to become MBO 2-level security guards. This allows us to ensure quality from day one.
But recruitment is just the beginning. Retention is just as important. Regional managers play a crucial role in this regard. They serve as the link between policy and day-to-day operations within a future-proof security organization.
De sector: omdat het groter is dan SERIS alleen
In addition to everything going on internally, I have become more active in the industry—as (vice) chair of the SFPB, a board member of the Dutch Security Industry Association, and a member of the collective bargaining delegation.
It takes time, but it’s necessary. As long as companies systematically disregard collective bargaining agreements and the law, unfair competition will persist. This comes at the expense of employees and customers.
The connection with politics and government is also important. Security affects public safety, the labor market, and legislation. If no one has that conversation, nothing will change.
Socially responsible
SERIS is deeply rooted in the community. With more than 400 employees spread across the region, that goes without saying. We also want to give back.
Through the SERIS Foundation, we support initiatives such as the Rotterdam Special Needs Fund, Sliedrecht Sport, Energiek Dordrecht, and FC Dordrecht. We don’t seek visibility for its own sake, but rather a level of involvement that reflects who we are.
In addition, we are actively working to reduce our CO₂ emissions through the CO₂ Performance Ladder. We measure, report, and make adjustments. Because it’s the right thing to do.
Finance & IT: We had a solid foundation; now we’re moving forward
SERIS’s financial and administrative foundations have been solid for years. This is thanks to Arian Oosterwijk, who has been in charge of Finance & IT for over fifteen years. Reports are accurate, payroll is processed correctly, and month-end closings run smoothly.
At the same time, the department is innovating—with digital learning methods, data-driven insights, and systems that support employees rather than burden them. A department that operates flawlessly and looks to the future is essential for a future-proof security organization.
Construction doesn't always go as planned
This isn't a story without its rough edges. People sometimes leave. Not because something is wrong, but because opportunities arise that are a better fit for the next step in their lives. That can be hard to accept.
And yet you keep going. Recruiting, training, rebuilding trust. Not reluctantly, but because you believe in what you’re building.
Perseverance isn't an achievement. It's a choice.
Where we want to go
We want to grow. Not for the sake of growth itself, but because growth means that more organizations are placing their trust in what we do. And that more people are finding a place at SERIS where they enjoy working.
We want to expand geographically, but only if our infrastructure can handle it. We now have that in place.
We want to further strengthen our innovative capabilities. The way customers search is changing. The way employees learn is changing. Standing still is not an option in our industry.
Committed, reliable, helpful. Those three words haven’t changed. They’ve just become more important.
Three years, one direction
We have now reached a point that seemed far off just three years ago. Sales & Marketing is in place. Operations are in place. HR is in place. Finance & IT are in place. We can accelerate because the foundation is solid.
I started as a security guard in 2010. I’ve seen SERIS grow, change, struggle, and thrive. It still feels like a privilege to be able to help shape its future.
We're on the right track.
And the best is yet to come.
Want to learn more about SERIS or working at SERIS?
Visit seris.nl or werkenbijseris.nl.
