Bikers in front of the Neuenburg in Freyburg (Unstrut), ©IMG

Germany’sHiddenChampion–

TheCampaign

You’ve found us. How great! But shhhh! Don’t tell anybody. Or, on second thought... Tell everybody! Everyone should know that Saxony-Anhalt is not only a wonderful place to live, but also a place where the future of work is already being shaped. On this page, you’ll find all there is to know about our campaign “Germany’s Hidden Champion.” Discover a true insider tip.

The Hidden Champion of the German States

Affordable, family-friendly, and future-proof: Saxony-Anhalt is Germany’s hidden champion. And the numbers prove that it’s not just a slogan. Nowhere are rents lower, incomes rising faster, and childcare working better. It’s time that more people in Germany and all over the world hear about these advantages – and find their happiness in Saxony-Anhalt. The campaign “Germany’s Hidden Champion” supports companies in finding skilled workers to fill job vacancies, gets skilled workers in Germany and abroad excited about our beautiful state, and makes commuters aware of the continuously growing number of future-oriented jobs in Saxony-Anhalt.

And that’s not all! We also show how work and a high quality of life can be combined perfectly here. Whether you dream of becoming a homeowner, want to send your children to excellent schools, or simply want to experience more nature and culture, Saxony-Anhalt offers all of that and more. Discover your future today – in Saxony-Anhalt, Germany’s hidden champion!

With the “Germany’s Hidden Champion” campaign, we’re tackling the challenges of tomorrow today. While our economy is experiencing dynamic growth, we are also struggling with a shortage of skilled workers. We are going to need more qualified workers – from Germany, but especially from abroad. As part of this campaign, we are creating concrete incentives for skilled workers through various initiatives locally as well as in Vietnam. We make it clear: Here, you’ll find high-quality jobs in leading high-tech companies along with top living conditions.

Sven Schulze

Minister for Economic Affairs, Tourism, Agriculture, and Forestry in Saxony-Anhalt

The Study

Everything at a glance. Discover the most important facts about the advantages of Saxony-Anhalt.

Learn more

All The Important Details

Maybe we didn’t explain something? Or you need more information? Then have a look at our FAQ. You’ll find answers and more background information. And if you still can’t find what you’re looking for, just send us a message. We look forward to hearing from you.

What is the aim of the campaign?

The aim of the campaign is to increase awareness of Saxony-Anhalt as an attractive place for skilled workers from Germany and abroad to work and live. Many people in Germany and around the globe can imagine moving for a job. The campaign “Germany’s Hidden Champion” uses this potential to draw attention to the advantages Saxony-Anhalt offers. Hardly any other place in Germany combines affordable housing, future-proof job opportunities, and a high quality of life as easily as Saxony-Anhalt – a true hidden champion.

Who does the campaign aim to reach?

The campaign is directed primarily at four target groups:

Commuters: We aim to convince people who commute from Saxony-Anhalt to work in other German states to discover the many future-oriented jobs right here in their home state. And we want to motivate people who commute from outside the state to relocate and live in Saxony-Anhalt as well.
High school graduates, university students, trainees: People from Saxony-Anhalt, other German states, and abroad who have recently completed their education should be encouraged to remain in Saxony-Anhalt following their studies, school, or vocational training.
Returnees: People originally from Saxony-Anhalt who want to return should be encouraged and supported in combining proximity to family and friends with secure employment.
Skilled workers from Germany and abroad: People from Germany and all over the globe who are willing to leave their hometowns for exciting career opportunities and build a future for themselves in Saxony-Anhalt.

How does the “Germany’s Hidden Champion” campaign fit together with the existing state campaign #moderndenken (#thinkmodern)?

The current Saxony-Anhalt state campaign #moderndenken and the skilled workers campaign “Germany’s Hidden Champion” complement each other perfectly. While #moderndenken presents Saxony-Anhalt to the general public in Germany as a place of economic and cultural innovation with historic roots, “Germany’s Hidden Champion” uses concrete measures to specifically target skilled workers in and outside the state and from both Germany and abroad. At the same time, both campaigns employ similar elements such as innovation and future security. All in all, they present a comprehensive picture of Saxony-Anhalt as an attractive and endearing place to work and live.

What projects are part of the campaign?

The campaign “Germany’s Hidden Champion” is accompanied by various projects and cooperations aimed at attracting and retaining skilled workers for Saxony-Anhalt.

VIETHOGA Project I – Hotel and Hospitality Industry

Partners: DEHOGA Saxony-Anhalt e.V., IHK Magdeburg, and the Investitions- und Marketinggesellschaft Sachsen-Anhalt mbH (Saxony-Anhalt Investment and Marketing Agency)

Project aim: The focus of the first part of the VIETHOGA program is on the recruitment of qualified trainees and apprentices from Vietnam for the hotel and hospitality sector. The association DEHOGA Saxony-Anhalt e.V. is using its strong network in Vietnam to recruit and prepare suitable trainees and apprentices. The Investitions- und Marketinggesellschaft Sachsen-Anhalt mbH provides support for other companies’ involvement and strengthens the visibility of the project through the location and talent campaign.

VIETHOGA Project II – Industrial and Technical Professions

Partners: DEHOGA Saxony-Anhalt e.V., HWK Magdeburg, IHK Magdeburg, and the Investitions- und Marketinggesellschaft Sachsen-Anhalt mbH

Project goal: Based on the successful experience in the hotel and hospitality industry, this project expands the target sector and focuses on the recruitment of trainees for industrial and technical professions. The partnership with the Magdeburg Chamber of Crafts and Trades and the Magdeburg Chambers of Commerce and Industry (IHK Magdeburg) enables a targeted application of proven recruitment methods to the trades and technical professions in order to meet the increasing demand for skilled workers in these areas.

Hybrid MINT Degree Programs: Innovative Education for the Future

Partners: Steinbeis-Hochschule and the Otto-von-Guericke University Magdeburg

Project aim: To increase the number of graduates in MINT (mathematics, IT, natural sciences, and technology) degree programs through a hybrid study model that combines online courses at home with practical phases in Magdeburg.

Supportive measures: German lessons as a complement to studies, support in finding housing and obtaining a visa. The project places a particular focus on putting students in touch with companies in the region to order to promote integration and sustainably foster the local economy.

Weinberg Campus Technology Park: Supporting Innovation and Attracting Skilled Workers

Project aim: Recruitment and integration of skilled workers for the companies on the Weinberg Campus and for the planned Technology and Startup Center.

Activities and measures: Events such as Science Meets Companies, stakeholder workshops, and matchmaking-style formats with a focus on the chemicals industry, bioeconomy, biopharma, and life sciences as well as the “Jugend forscht” (Young Researchers) project promote and connect young talent with companies in a targeted way.

Germany’s­Hidden­Champion­– The­Campaign