Within the Recognition and Rewards (R&R) programme, this is also referred to as a focus on a core domain. We spoke with him about his work, his (unconventional) career path, his thoughts on recent developments within R&R, and the importance of role models.
Who is Bas Bosma?
As Associate Dean, Bas is responsible for all Executive Education at SBE, which includes post-initial education (programmes for professionals). SBE offers approximately 80 post-initial programmes, ranging from full master’s degrees to shorter courses lasting just a few days, as well as bespoke programmes tailored to organisations.
Bas has worked full-time at VU Amsterdam for the past three years. Prior to this, he worked in institutional asset management and consultancy, ran his own business, and held positions at Tilburg University and Maastricht University, including in post-initial education.
An impact profile ‘avant la lettre’
Although the concept of an impact profile is new in name, academics primarily focused on impact have existed for a long time. Having combined an academic career with experience in the business world, Bas understands his target audience – professionals who study alongside their jobs – like no other.
“For the 22 years before I joined VU Amsterdam full-time, I combined academia with various roles in the business sector. During that time, I built an extensive commercial network, which gave me insight into the challenges people in the business world face. You understand the tension between education (academia) and commercial work. You know what it’s like to start your own business or take on your first leadership role – often coinciding with buying your first home or starting a family – because you’ve experienced it all yourself. This allows me to integrate elements such as scheduling, networking needs, and other preferences effectively into our programmes,” Bas explains.
“Without my experience in the business world, I wouldn’t be able to do my job as well as I do now,” he continues. “Change management, advising on strategic decisions or digitalisation, bespoke programmes – you name it. From my position at VU Amsterdam, I can make optimal use of my industry experience to ensure our programmes align as closely as possible with professional needs.”
You can now excel in impact
It’s fair to say that impact-focused roles have always existed, but thanks to R&R, this is now officially recognised as an area of excellence. “In the past, there were people who excelled in this, but they might have felt pressure to focus on publications because that was the conventional route to career progression within the university,” says Bas. “And how great is it that you can now receive recognition and rewards for impact!”
“I also notice that team science is becoming more widely embraced by department heads. As a department, you need to excel in all three areas – research, teaching, and impact – but that doesn’t mean that every individual must do so. Being able to specialise in your own area while collectively covering all domains is far more motivating. This shift seems very healthy to me.”
Arjen Witteloostuijn, Dean of SBE, agrees: “For us, commercial education is particularly important – not only does it generate significant impact, but it also provides an additional revenue stream. A commercial approach requires an entrepreneurial mindset, a deep understanding of the market, and strong business acumen. It also demands agility and speed – qualities that the average academic doesn’t necessarily possess. And that’s absolutely fine because with the impact profile, we can achieve the right balance at a team level. In this context, Bas’s appointment is something to celebrate – he possesses all these skills in abundance, and on top of that, he is an outstanding academic! As a faculty, we are incredibly fortunate to have him.”
The importance of role models
Despite these developments, some scepticism remains about whether the R&R plans will truly work in practice. “It’s great on paper, but won’t it ultimately still come down to publications?” Bas notes.
“That’s why real-life examples are so important. I primarily focus on impact, so I’m proof that it can be done! Anyone is welcome to come to me with questions about how it works in practice – don’t hesitate to reach out.”
