Expert Gedragsaanpak Duurzaam Bereikbaar Midden-Holland - Zuid-Holland Bereikbaar

In Zuid-Holland we are facing considerable challenges in the coming years. With several major infrastructure projects on the horizon, such as the maintenance and construction of roads, railroads and housing, the region's accessibility will come under pressure.  

To meet these challenges, we at Zuid-Holland Bereikbaar are looking for a behavioral approach expert who plays a crucial role in promoting more sustainable travel behavior, specifically targeting travelers (residents and visitors to the region) in the area of the Midden-Holland Region (Bodegraven-Reeuwijk, Gouda, Krimpenerwaard, Zuidplas, Waddinxveen). Are you the person who will sustainably encourage these people to travel behavior that contributes to an accessible region? 

South Holland Reachable  

South Holland is busy. Over 3.5 million people want to get on the road smoothly and safely every day. Workers go to work. Truck and delivery traffic drives back and forth with goods and packages. And public attractions and events also bring in a lot of people. How do we keep our region accessible? Because the economy is growing, which attracts even more people and businesses. Some 200 thousand homes are also being built in our region and many roads, bridges and tunnels need to be replaced or renovated. This work will lead to additional congestion on the roads, on the water and on public transportation. If we do nothing, South Holland will be at a standstill even more often. That is why eight public organizations are joining forces in the cooperation Zuid-Holland Bereikbaar. In our joint implementation program, we guide traffic in the right direction and coordinate our activities per area. At the same time we are helping travelers and businesses choose smart and sustainable ways to travel and transport. Together - governments, (transport) companies, employers, visitors and residents - we will keep Zuid-Holland on the move.
In Zuid-Holland Bereikbaar, the Ministry of Infrastructure and Public Works, Rijkswaterstaat, the province of Zuid-Holland, Metropolitan Region Rotterdam Den Haag, municipality of The Hague, municipality of Rotterdam, ProRail and the Port of Rotterdam Authority are working together to make Zuid-Holland accessible.

Basic approach 'Sustainable accessible Central Holland'.

Region Midden-Holland together with ZHB wants to develop an area approach to structurally work on sustainable accessibility in the area. The so-called Area Approach 'Duurzaam bereikbaar Midden-Holland'. The ambition of region Midden-Holland is to structurally work on the transition to a sustainable mobility system in the area. The region wants to implement the objectives of the Regional Traffic and Transport Plan (RVVP):  

• Competitive: supporting economically desirable accessibility quality.   

• Livable, green and safe: guarding the green, livable and also safe region. Reducing emissions of CO2 and air pollutants from mobility (agreements Climate Agreement and Clean Air Agreement).    

• Flexible: responding to new developments and taking advantage of opportunities to increase the region's accessibility or improve mobility. 

We start in the first year with a basic approach. In this we explore what is going on and grow towards the Area Approach 'Sustainable accessible Central Holland' with concretized projects. The basic approach focuses on inventorying and analyzing the situation and on involving and mobilizing the relevant actors. In consultation with the municipality you look at what they consider important in the various projects within the RVVP. Then you consult which concrete, municipality-specific projects will be done. 

The basic approach consists of the following components:   

• A behavioral approach, targeting residents and visitors to the area (in conjunction with the employer approach)  

• An employer approach, targeting employers and employees in the area (in conjunction with the behavioral and logistical approach)  

• A logistics approach, targeting logistics parties in the area (in conjunction with the employer approach)  

• Communication, as support for all these approaches. 

You will be responsible for the behavioral approach and form a team together with colleagues from these disciplines to organize the most effective and efficient deployment possible.  

What will you do? 

You will develop a multi-year plan on encouraging sustainable mobility behavior among the region's residents and visitors. We build on previous studies in the region and supplement them where necessary.  

You do this based on the following steps: 

Step1: Estimate potential for different travel behavior  

In which you map traffic flows and estimate potential. 

Step 2: Understanding motives and barriers  

In which you engage with residents about traveling differently and look for motives and barriers. 

Step 3: Package of measures  

You create a package of measures based on your findings, including an estimate of impact. 

Step 4: Develop package of measures in plan of action  

And then work out a multi-year plan for a traveler's approach, which includes, for example, behavioral communication, forms of trial offers, deployment of a smart travel app with small rewards, incentives and informing about other travel options.  

You will also consult with the team, including project leader and the person responsible for deploying a Smart Travel App on progress and results. 

 
Job description

• Analyze key traffic flows together with traffic and transportation specialists from the municipalities and develop municipality-specific projects together. 

• Develop concrete action perspectives for travelers and translate them into actions aimed at sustainable behavior change. 

• Develop interventions that engage and activate travelers using the Smart Travel App. 

• Work with the project team to provide impact measurements and monitor progress through a project dashboard. 

• Have conversations with travelers about their travel behavior and implement customized solutions. 

• Establish and develop a package of measures in a plan of action. 

Skills and qualifications 

Demonstrated experience with: 

• influencing traveler behavior. 

• engaging with travelers on mobility measures and developing travel alternatives. 

• Conduct research on traffic flows and other travel potential based on this information. 

• having conversations on the street with travelers. 

• Excellent communication skills. 

• Knowledge of mobility issues, market dynamics and regulations. 

• A proactive, results-oriented and analytical attitude. 

Job Requirements 

• College or university level of education, with at least three years of work experience designing services for target groups whose behavior needs to be influenced. 

• Conducted at least one reference project aimed at influencing behavior of a diverse target group such as travelers. 

Good to know 

• It is an advantage if you have substantive knowledge of the work fields and a network with the collaborating partners of Zuid-Holland Bereikbaar is an advantage and/or you know the Central Holland region. 

Period and time commitment:
Start: As soon as possible
End: December 31, 2025.
Total time commitment: 275 hours.

Work location is remote and regular consultations within the team in South Holland.