“This partnership is about creating opportunities where they don’t naturally exist”
Choy van der Hooft Cheong – Member of the Executive Board & Chief Commercial Officer – Wealth Management, ABN AMRO.
What does it actually take to build a diverse leadership pipeline inside a leading organisation? We asked Choy van der Hooft Cheong, Member of the Executive Board & Chief Commercial Officer – Wealth Management at ABN AMRO, to share her perspective on creating opportunities for ethnic-cultural talent — and what the partnership with Roots Inspire looks like from where she sits.
What value does Roots Inspire add to your talent strategy?
At ABN AMRO, we believe our future is stronger when we attract, keep and support diverse talent. At the same time, ethnocultural talent is still not fully recognised in the corporate world. Roots Inspire helps professionals with an ethnocultural background recognise their strengths, take the next step in their careers, and build confidence and visibility within the organisation.
Through our work with Roots Inspire, we see the impact the programme can make. Personal guidance and visible role models help participants grow in confidence, self-awareness and networking skills. That growth not only supports the participants in their careers but also contributes to building a more inclusive talent pipeline and stronger leadership across ABN AMRO.
How did you get started and what results are you already seeing?
ABN AMRO started working with Roots Inspire because real change takes focus, commitment, and action. The programme helps our employees see new career opportunities and gives them practical tools to navigate the corporate environment.
The results speak for themselves:
- 91% feel more in control of their career after the programme (36% before).
- 89% have a better sense of their talents and how to use them (26% before).
- 80% feel more confident in building meaningful professional relationships (10% before).
In addition, the partnership contributes to broader social impact, including financial support for Roots Inspire charity projects.
What does this partnership mean to you personally?
For me, this partnership is about creating opportunities where they don’t naturally exist. Many professionals with an ethnocultural background do not grow up in an environment where they are guided, coached, or encouraged to navigate the corporate world. Their parents or surroundings are often unfamiliar with that landscape.
Roots Inspire can act as a safety net in that regard. They understand both the talent and the context these professionals come from, as well as how the corporate world works. That combination is powerful. It helps bridge a gap that would otherwise remain invisible, yet very real.
As a leader, I feel it is important to support initiatives that truly understand what this talent needs to thrive. This partnership allows us to do just that: not only recognise potential, but actively help unlock it in a way that is meaningful and sustainable.
