John Ganem is the CEO of Kloeckner Metals Corporation.
When an industry isn’t highly visible, gaining awareness and recognition isn’t easy. It’s especially tough for industries like steel service centers, which play a critical role in the economy’s supply chain, yet few outside the industry understand its importance. This lack of awareness presents a challenge. We have to make the industry more relatable and engaging to a broader audience.
But that also creates an opportunity. By taking control of the narrative, companies that actively shape their message can highlight their value in new ways, positioning themselves as industry leaders while attracting customers and talent who might not have considered them before.
Making The Industry More Visible
Despite their essential role as the bridge between steel mills and end users, steel service centers often operate behind the scenes. They move a massive volume of material that fuels U.S. manufacturing, but when a college graduate looks for a job, do they think of us first? Probably not.
This limited recognition isn’t unique to the manufacturing industry. Many struggle with market visibility and must actively shape public perception. In this case, the task isn’t just about promoting individual companies; it’s about elevating the entire industry. Beyond saying what you do, strong branding needs to highlight why your work matters:
• Show, don’t just tell. Frequently showcase how you’re an essential part of the economy and are creating something more meaningful. Highlight how you’re bridging the gap between your industry and everyday life.
• Expand the conversation. Industry messaging shouldn’t stop at internal audiences. It should extend to the broader market, which may not be fully aware of the industry’s value.
• Make the industry tangible. We don’t just move metal. We fuel infrastructure, renewable energy, national defense and countless industries. Tying real-world impact makes it easier for people to understand (and care about) what you do.
The companies that stand out are the ones that take branding into their own hands. Instead of waiting for industry awareness to improve, they create it. Telling their own story and showcasing their impact shapes how the industry is viewed.
Beyond Branding: Proving The Industry’s Value
Industry awareness is only one part of the equation. Many industries struggle with inefficiencies that hurt both productivity and perception. To truly stand out, companies must tell their story, show their impact and demonstrate how they are evolving.
Imagine a warehouse worker constantly scrambling to locate materials because of an outdated system. His manager steps in to help, but the root problem—a lack of modernization—remains. Day after day, they put out fires, but the process never improves. Now, apply this to an entire industry. If we don’t address inefficiencies, we reinforce the perception that we are outdated and slow to evolve.
Branding alone won’t fix that; action will. Strong industry brands are built on innovation. Investing in automation, sustainability and workforce development proves that the industry isn’t just relevant; it’s indispensable. This mentality is especially critical for industries that play an essential role in our economy and national security. Sectors like steel, manufacturing, logistics and infrastructure power imperative operations, from building warships and tanks to maintaining vital infrastructure that supports everyday life. However, much of this work takes place out of the spotlight.
The lesson here is clear: We must recognize our strengths, own our role and amplify our message. When we do, we’re more likely to gain visibility and attract talent, investors and customers who see the value we bring.
Building An Industry For The Future
Legacy industries often face an uphill battle in terms of awareness. They are seen as outdated, rigid—a thing of the past. While these perceptions aren’t entirely fair, they’re not necessarily wrong either. The truth is that many legacy industries need to catch up.
For companies in these spaces, change starts with the workplace. Manufacturing and beyond face a looming demographic shift as seasoned professionals retire. If businesses don’t invest in attracting and training new talent, they risk a leadership vacuum.
Forge early connections.
Attend job fairs, school partnerships and internship programs to introduce students to the industry before they enter the workforce. When students see the industry firsthand, they understand the business, connect with the company culture and recognize its potential.
Show what sets the industry apart.
For example, limited visibility into the steel industry has led to a talent gap between senior management and the next level of management. This gap creates enormous opportunities for newcomers. Young professionals who work hard and commit to learning the business can rapidly advance and assume significant responsibility. That’s not something every industry can offer.
Create structured career paths.
Show employees clear opportunities for advancement. Step programs create defined milestones, rewarding workers as they develop new skills. An entry-level warehouse worker can progress to operating a slitter, move into supervision and eventually transition into management. This structured growth fosters long-term engagement and stability.
Modernize the workplace.
Competitive wages and benefits help, but so do investments in better work environments. Upgrading technology, introducing automation and improving safety make jobs more appealing.
A stagnant industry repels talent, while a dynamic, evolving industry attracts it. Committing to continuous improvement means that companies not only retain their workforce but also shape an industry that people want to be part of.
The Path Forward
Every company in a niche field faces the same challenge: explaining what they do, why it matters and why anyone should care. It’s not easy, but it’s possible.
Educate the market and show why your work matters to the economy, to communities and to the future. At the same time, focus inward. Elevate your workplace experience and create an environment where employees feel valued. A business that invests in its people is a business that thrives.
Stepping out of the shadows doesn’t happen overnight. It requires persistence, creativity and a willingness to push boundaries. With the right strategies, any company can position itself and the industry for long-term success.
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