For whom → HR professionals
Behavioural Design for HR professionals

Understanding and shaping behaviour is the core of your work as an HR professional.

Everything you do in HR, from recruiting to culture change, runs on human behaviour. The question is whether you can read, predict and design that behaviour. That is exactly what Behavioural Design teaches you.

View the Fundamentals Course → Does this sound familiar?
10.000+
trained
9.7/10
rating
EQAC
accredited
€1.190
from excl. VAT
HR professionals during the Behavioural Design Fundamentals training at SUE Amsterdam
Familiar HR challenges

"How do we make employees take real ownership, rather than just nodding along?"

10,000+ professionals trained, including people from

Heineken ING Bank KPN Randstad Achmea Adyen Eneco ANWB Roche European Commission Gemeente Amsterdam DPG Media Sony eBay Heineken ING Bank KPN Randstad Achmea Adyen Eneco ANWB Roche European Commission Gemeente Amsterdam DPG Media Sony eBay
The root of the problem

Does this sound familiar?

Click on a situation you recognise.

01
The training nobody puts into practice
You score 8.5 on the evaluation. Two weeks later, nothing has changed. Transferring knowledge is one thing. Changing behaviour is another.
02
The feedback culture that never gets off the ground
Posters on the wall, a vulnerability workshop, tools available. People still don't give real feedback. The context makes it feel too unsafe.
03
The wellbeing programme nobody uses
App available, budget freed up, communication sent. Adoption: 4%. You wonder whether you need to communicate more. That is not the problem.
04
The change programme that only refreshes the screensaver
Kick-off with music, new values on the wall, team day. Three months later: business as usual. Behaviour change does not start with communication.
05
Attracting and retaining talent just isn't working
Your employer brand looks good on paper. But the best people still leave, or choose a competitor. Because the decision to stay or go is rarely rational.
Behavioural Design
Behavioural Design is the missing layer.

There is an explanation.

Behavioural Design for HR is the application of behavioural science to HR challenges: from onboarding and engagement to culture change and talent retention. The method helps you understand why employees do what they do, and how to design the environment so that the desired behaviour becomes the natural default.

1
96% of behaviour is automatic. Most HR interventions address the conscious mind. The Behavioural Design method teaches you to read the unconscious, and design for it.
2
Six forces shape every behaviour. Goals, anxieties, habits, context, friction and triggers. The Behavioural Design method teaches you to recognise and use them to influence behaviour.
3
Behaviour is designable. The Behavioural Design method gives you a step-by-step process for changing the environment, not the person, so the desired behaviour becomes the easy choice.
Read more about the Behavioural Design method →
Behavioural Design × AI

What makes you an indispensable HR professional in the age of AI?

Understanding, predicting and changing behaviour is the one skill AI cannot replace.

The context

AI is changing how HR professionals work, from recruitment to change management.

But AI only makes you more effective if you understand how people actually decide. Without that foundation, you use AI to build the wrong interventions faster. The technology amplifies what you already understand, not what you can't yet see.

Behavioural Design × AI

AI gives you speed. Behavioural Design gives you direction.

The HR professional who understands behaviour gets more out of AI than the one who only knows how to use AI. All SUE training programmes have AI applications built in as standard.

Read our view on Behavioural Design and AI →
Why the SUE Behavioural Design method

Behavioural science made practical for professionals who are not behavioural experts.

Most behavioural science knowledge is locked in academic papers and consultancy reports. SUE built its own method, the Influence Framework, which translates that knowledge into a practical step-by-step process any HR professional can apply, without a scientific background.

SUE Influence Framework
No academic theory — you work on your own HR case during the training and go home with a fully worked-out plan
Built on Kahneman, Cialdini and Thaler, scientifically grounded but accessible for practitioners
Our own method, the Influence Framework is not taught anywhere else, described in the #1 management bestseller
16 years of experience, from ING to Heineken to the Dutch Government: the method has been proven on the biggest HR challenges in the Netherlands
Springest
9.7/10
★★★★★
Google
4.8/5
★★★★★
Bloomville
5.0/5
★★★★★
Certified by
EQAC accredited
What HR professionals say after the training

10.000+ professionals have followed a SUE Behavioural Design training.

The HR professionals among them have one thing in common: afterwards they look at their work differently.

The best first step

Understanding behaviour is the skill that changes everything.

And the Behavioural Design Fundamentals is the training that teaches you that. In two days, or 33 online lessons, you learn the method that changes how you approach everything afterwards.

Behavioural Design Fundamentals training
Most popular
9.7/10
rating
EQAC
accredited
Max 16
participants
Behavioural Design Academy

Behavioural Design Fundamentals

You learn the complete Influence Framework, the JTBD method and all core tools of Behavioural Design. You work on your own HR case and go home with a worked-out intervention plan you can apply the next day.

Three ways to participate
Live in Amsterdam, 2 intensive days, max 16 participants Online self-paced, 33 lessons at your own pace With your team, in-company, at your location or in Amsterdam
View the Fundamentals → See start dates

Want to explore which format suits you best first? Choose the format that fits you →

How do you want to learn?

Choose the format that fits you

Individually, with your team, or across your whole organisation. Every format works on a real HR challenge.

Individual HR training
For myself

Learn the foundations individually or deepen your knowledge. Live in Amsterdam or online at your own pace.

  • Fundamentals CourseLearn the complete Influence Framework on your own HR case
  • Deep Dive Behavioural HRIn-depth focus on HR topics: recruitment, onboarding, retention, culture
  • Deep Dive Leading ChangeGuiding behaviour change without pushback
Open edition trainings → View available start dates
HR team training
With my team

Train your HR team together. In-company, at your location or at our Amsterdam office.

  • Behavioural Design SprintLearn behavioural thinking and apply it to your HR challenge, 6 sessions in 3 months
  • Fundamentals for TeamsThe complete method in 2 intensive training days
  • Deep Dives in-companyA focused day on an HR topic of your choice
View team trainings → Plan a conversation
Organisation-wide learning journey
For my organisation

Embed behavioural thinking across the organisation with a multi-year bespoke learning and development programme.

  • Learning JourneysBespoke 4-8 month programme, from €25.000
  • Influential Leadership TrackEmbedding behavioural thinking in leadership, 5 months
  • Culture change programmesLong-term support for organisation-wide behaviour change
View Learning Journeys → Get in touch
After the training

What you do differently from then on

Not abstract knowledge. Concrete changes in how you approach HR challenges.

You analyse human behaviour before you design

You use the Influence Framework as your starting point: what drives these employees, what's holding them back, what context helps?

You design context, not messages

You shape the work environment so that the desired behaviour becomes the easiest choice, not just the most communicated one.

You speak the language of behaviour

You share a common framework with your team: goals, anxieties, habits, context, friction, triggers. HR decisions become more concrete and better grounded.

Frequently asked questions

One more thing

Most participants start without any prior knowledge. The training teaches you the behavioural science you need, linked directly to your own HR practice. No academic theory for its own sake, just actionable insights you can apply the very next day in your onboarding, retention or culture work.

You learn the SUE Influence Framework: a method for analysing why employees do what they do, and for designing HR interventions that genuinely work. You work on your own HR case during the training, such as onboarding, retention, culture change or wellbeing, and go home with a fully worked-out strategy you can apply the next day.

The training is most valuable for experienced HR professionals. You've got the practical experience. The training gives you the scientific framework that backs up your intuition and sharpens your approach. Many participants say afterwards: I was already doing parts of this, but now I understand why some programmes work and others don't.

A deliberately mixed group: HR professionals, marketers, communication advisers, policymakers and leaders all together. Maximum 16 participants. That mix is what makes it valuable, because you learn not only from the content but also from how people in other sectors deal with similar behavioural challenges.

Yes. We invoice in the company name and the training is EQAC-accredited, which makes reimbursement easier. Get in touch if you need a quote or additional information for your request.

Start with the Fundamentals. That gives you the complete Behavioural Design framework: the Influence Framework, the JTBD method and all core tools. The Deep Dive Behavioural HR builds on that with HR-specific applications. Without the Fundamentals, the Deep Dive lacks its foundation.

Ready to take the step? View the next start date or ask your question.

View start dates → Ask a question

10.000+ professionals have gone before you · 9.7/10 rating · EQAC accredited

Further reading

HR & behavioural science: the most-read articles

1
Employee happiness
Employee happiness: what it is and how to design it
 2
Change management
Engaging employees in change: what actually works
 3
Behavioural science
Why change management fails
 4
Group behaviour
Social identity at work: why we defend our group more than the truth
View all HR & behavioural science articles → The Art of Designing Behaviour
Book by Astrid Groenewegen
The Art of Designing Behaviour
The complete practical guide to using behavioural science to change what people do.
#1 Bestseller · The standard in behavioural design
Astrid Groenewegen
Astrid Groenewegen
Co-founder, SUE Behavioural Design
Weekly newsletter

1.5 minutes of Influence

Every week I notice something: a hospital sign, a supermarket shelf, a phrase in a meeting. Always something that shows exactly how context drives behaviour. I write it down. Every Thursday morning it lands in your inbox. In 90 seconds.

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Behavioural Design Fundamentals — 21 & 22 May 2026 5 spots remaining
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