How to make your company the first choice for talent

1. Introduction: Strong in business, weak in the applicant market?
2. Visibility is key: Reaching talent and customers in B2B at the same time
3. Practical strategies for more visibility in B2B SMEs
4. Conclusion: Visibility as a growth driver for hidden champions

1. introduction: Strong in business, weak in the applicant market?  

The DACH region is home to numerous hidden champions in the B2B SME sector - companies that are global leaders in their niche, but are often unknown outside their industry. For a long time, this invisibility was not a problem: business was conducted via personal networks, recommendations and existing customers.

But today, in the war for talent and under increasing competitive pressure, a lack of visibility is becoming a real risk - both in terms of talent acquisition and customer acquisition. Young talents are looking for visible, innovative employers. And B2B customers also expect digital presence and transparency.

👉 Tip for you as a decision-maker:
Check what talents and new customers find online about your company. What images, values and stories does your digital presence convey?

2. visibility as the key: reaching talents and customers in B2B at the same time

In B2B SMEs in the DACH region, visibility is often only associated with sales. However, in the current situation, visibility has a double effect: for the recruitment of specialists and for sales success.

Talents and customers inform themselves online - on websites, in specialist portals, via LinkedIn. Companies that are not visible or not very tangible here lose their appeal. Young professionals in particular want to work for companies that clearly communicate innovation, values and quality to the outside world. And B2B customers are also looking for partners who communicate future-oriented topics.

👉 Tip for you as a decision-maker:
Design your website and LinkedIn presence so that they appeal to both potential talent and customers. Success stories, insights into innovation projects and employees as ambassadors are particularly credible.

3. practical strategies for more visibility in B2B SMEs

Many hidden champions think they have to invest huge budgets to become visible. In fact, targeted, strategic measures are often enough to make an impact:

✅ Storytelling with substance: Tell how your products and innovations solve specific problems - this inspires customers and talents alike.
✅ Content marketing with a practical focus: Share application examples, customer use cases and experience reports instead of just publishing product information.
✅ Use networks and collaborations: Presence in innovation networks, university projects or industry initiatives strengthens visibility in relevant circles.
✅ Activate employees as brand ambassadors: Enable experts to report on their work on LinkedIn or in specialist media.

👉 Best case for you as a decision-maker:
A medium-sized industrial supplier from southern Germany launched a LinkedIn campaign with its engineers, who reported on innovation projects. Result: More qualified applications and new customer inquiries from abroad - without traditional advertisements.

4 Conclusion: Visibility as a growth driver for hidden champions

B2B SMEs in the DACH region face the challenge of simultaneously attracting talent and strengthening sales. Visibility is the common denominator that makes both possible.

Hidden champions often have strong stories, technologies and values - now is the time to communicate these actively, digitally and strategically. Investing here not only secures skilled workers, but also new markets and collaborations.

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