A shortage of qualified staff is a growing problem, but Dutch employers are insufficiently aware of the consequences. They need a wake-up-call. CBA establishes itself as a leading advisor on this issue via a funny commercial, a persiflage of Al Gore’s “Inconvenient Truth”.

L. Goor from CBA gives a passionate speech about ‘Corporate Warming’ in the workplace, while the site visitor feels like sitting in the audience. He gives relevance to the issue and stimulates people to take action, by requesting the book ‘Guiding your way through labour participation’. The result: the site generated a conversion rate of 20% in book orders!