Why do some people appear confident and present during video calls, while others lose their footing despite their professional expertise? Why do some executives effortlessly manage to make a convincing impression in virtual meetings, while others struggle with the technology and lose their message? How do successful entrepreneurs manage to establish a personal connection with their audience, even in large webinars?
Virtual communication has fundamentally changed the business world. Recent studies show that 74% of journalists prefer remote interviews and 67% of people judge the professionalism of others based on the quality of their video calls. For Swiss SMEs, this means that virtual competence is no longer a nice-to-have, but a decisive competitive factor.
In the compact Swiss business world, where personal relationships traditionally take center stage, virtual communication poses a particular challenge. Companies in Zurich, Basel, or Geneva must learn to build the same trust and professionalism online that they have cultivated over decades of face-to-face meetings.
The change came quickly and is irreversible.
Video conferences have become the norm, but many still underestimate their complexity. According to current data, 55% of our communication is nonverbal—and it is precisely these signals that are often lost or misinterpreted in virtual meetings. The challenge is to bridge this gap and create closeness despite physical distance.
Swiss companies face unique challenges. The country's multilingualism requires clear, precise communication that works across language barriers. A financial services provider from Lugano must be just as convincing to customers in Lausanne as to partners in St. Gallen. Cultural nuances—from the formal "Sie" to subtle understatement—must also be conveyed virtually.
Technical requirements are constantly increasing. What was still acceptable in 2020—poor image quality, echoing sound, unprofessional background—is now interpreted as a lack of professionalism. Customers and business partners expect studio quality from the home office. This expectation is particularly pronounced in the quality-conscious Swiss business world.
Without a solid technical foundation, even the best presentation will fail.
Investing in professional equipment pays off quickly. A high-quality USB microphone starting at $200 makes the difference between amateur and professional. Position it a few inches away from your mouth, slightly to the side, to minimize breathing noise. Swiss podcast producers swear by brands such as Audio-Technica or Shure, which offer broadcast quality at reasonable prices.
Your webcam is your virtual face—don't cut corners here.
A 4K webcam such as the Insta360 Link 2C or the Razer Kiyo Pro Ultra delivers crystal-clear images that exude professionalism. Position the camera at eye level—nothing looks more unprofessional than the infamous "nose hole view" from below. An external monitor with an attached webcam is ideal, as it allows you to maintain natural eye contact while keeping an eye on your presentation at the same time.
Lighting determines your impact. Natural light from the front is ideal, but not always available. Invest in a dimmable LED ring light or a softbox set. Position the main light source slightly above the camera and about 45 degrees to the side—this will avoid harsh shadows and give you natural, flattering lighting. Many Swiss executives now use professional Elgato Key Lights, which can be controlled via an app.
Poor sound quality ruins even the best presentation faster than poor image quality.
Invest in a good headset or external speakers with echo cancellation. The sound should be clear and without reverberation—test this in advance in different rooms. A managing director from Winterthur told us how, after months of audio problems, he finally invested in acoustic wall panels. The result: his virtual presentations were suddenly perceived as "incredibly professional."
Your internet connection is your invisible assistant. You need at least 10 Mbps upload speed for HD video, but 25 Mbps is better. If possible, use a cable connection instead of Wi-Fi—stability is more important than theoretical speed. Swiss providers such as Swisscom and Sunrise offer special business rates with guaranteed bandwidths.
Your nonverbal communication is amplified by the camera, not reduced.
Research shows that 59% of visual attention in video calls is focused on the speaker's face—compared to only 35% in face-to-face meetings. Every facial expression, every frown, every smile is perceived more intensely. You can use this amplification to your advantage.
During video calls, you should look at the camera, not at the screen.
This feels unnatural at first—you're looking into a black hole instead of your counterpart's eyes. But it's precisely this gaze into the camera that creates the impression of direct eye contact for the recipient. Practice this consciously: stick a small arrow next to your camera as a reminder. A Zurich lawyer practices this by imagining that his most important client is sitting directly behind the lens.
Your posture speaks volumes. Sit upright, but not stiffly. Your shoulders should be relaxed and your upper body leaning slightly forward—this signals interest and engagement. Avoid leaning back or to the side, as this can be interpreted as disinterest. The "power pose" – sitting upright, shoulders back, chin slightly raised – also works virtually and automatically gives you more authority.
Your hands are powerful communication tools—use them consciously.
Keep your gestures within the camera frame. Excessive movements appear frantic, while too few gestures make you appear stiff. The golden rule: move your hands within the area between your chest and belly button. This "box" is optimally visible to the camera and appears natural. Swiss communication consultants recommend the "Merkel diamond" as a neutral resting position—it signals control and composure.
Microexpressions are often overlooked in video calls, but they are crucial for authentic communication. A genuine smile activates the eye muscles, not just the mouth. Practice in front of the mirror: a professional, warm smile that you can maintain for a longer period of time. This is particularly important in Swiss business culture, where reserve is valued but warmth is expected.
Being present in virtual meetings requires active participation.
The first minute determines the success of your entire presentation. Start strong: turn on your camera before the official start, greet participants personally, and show that you are approachable. A CEO from Basel begins every virtual meeting with a personal anecdote or observation—this immediately creates a human connection.
Virtual meetings require 20% more energy than face-to-face meetings.
Your energy comes across through the screen. Studies show that speakers in video calls unconsciously become more monotonous. Compensate for this consciously: vary your pitch, speak a little louder and more clearly than usual, and pause deliberately. A trainer from Bern recommends the "10-10-10 rule": ask a question, vary your voice, or incorporate a visual change every 10 minutes.
Multitasking is the death of any virtual presence. Experts emphasize that even subtle signs of distraction—glancing to the side, typing on the keyboard—are immediately noticed and undermine your credibility. Close all other programs, turn off notifications, and put your smartphone out of reach. Your full attention is your most valuable asset.
Breaks are even more important in virtual meetings than in face-to-face conversations.
Technical delays make interruptions more likely. Therefore, speak in shorter sentences, pause deliberately, and give others space to respond. The "two-second rule" has proven effective: pause for two seconds after each important point. This gives the technology time to catch up and your audience time to process.
Your background is part of your professional identity.
A tidy, professional background is essential. But be careful not to make it sterile: a bookshelf, a plant, or a subtle work of art make you seem more human and provide topics of conversation. Avoid virtual backgrounds—they often look unprofessional and can flicker when you move. An entrepreneur from Zug has set up a dedicated "Zoom corner": neutral background, perfect lighting, acoustically optimized.
Position yourself in the frame according to the rule of thirds: your eyes should be in the upper third of the frame. Leave some space above your head, but not too much—this can make you look lost. The frame should show your upper body up to about your chest. This allows your hand movements to remain visible without making you look too distant.
Dress as if you were going to the office—even if you are at home.
Professional clothing not only influences how others perceive you, but also your own behavior and self-confidence. Avoid small patterns that can flicker on camera. Plain tops in muted tones work best. A tip from Swiss TV presenters: wear professional clothing on your lower body too—it changes your posture and charisma.
Webinars require a different approach than small video meetings.
In webinars, you often speak to an invisible audience. The challenge: maintaining energy and engagement without receiving direct feedback. Professionals use the "TV presenter technique": imagine a specific person you are speaking to. This makes your presentation more personal and warmer.
Interaction is the key to success. Use surveys, Q&A sessions, and breakout rooms. Some form of interaction should take place every 7 minutes—be it a question to the audience, a survey, or a short quiz. A Swiss software company increased its participant retention rate by 40% by incorporating a small interaction every 5 minutes.
A backup plan is essential for webinars.
Always have a co-host who can resolve technical issues while you are presenting. Record your presentation in advance—if the live connection fails, you can seamlessly switch to the recording. A consulting firm in Geneva has a "war room" setup for every webinar: main presenter, technical support, chat moderator, and a backup presenter on standby.
Preparation makes all the difference. Create a detailed script, but don't read from it. Write down key points on Post-it notes around your monitor – this will help you stay on track without losing eye contact with the camera. Practice your presentation at least three times in its entirety, including once with the actual technology.
Swiss business culture does not automatically translate into the digital world.
The formal "Sie" remains the standard online in a B2B context. However, the digital distance requires a more warm approach. A "Grüezi" at the beginning, a "Merci vilmal" at the end – small gestures that have a big impact. In multilingual meetings, you should have key terms in different languages at your fingertips.
Punctuality is even more important online than offline.
Be in the virtual room 5 minutes before the start. This gives you time for technical checks and informal small talk. Swiss people value efficiency: stick to the scheduled time and ask explicitly before running over. A manager from Lucerne structures his virtual meetings according to the "50-minute rule": 50 minutes of meeting time, 10 minutes of buffer time for technical issues and transition to the next call.
Follow-up is essential in Swiss business culture. Send a summary with clear action items within 24 hours. Information is more easily lost in virtual settings—compensate for this with structured follow-ups.
Even professionals make these mistakes—learn from them.
The biggest mistake: underestimating the preparation. Virtual appearances require more, not less preparation than face-to-face meetings. Technical checks, content preparation, mental preparation—allow at least 30 minutes of lead time.
Everyone knows the "mute trap" – but professionals have systems in place. A banker from Zurich sticks a neon yellow Post-it note with "UNMUTE!" written on it directly under his camera. A lawyer from Bern uses a headset with a mute LED – if it lights up red, she is muted.
Virtual meeting fatigue is a medically recognized phenomenon.
Stanford researchers identified four main causes: excessive eye contact, constant self-viewing, reduced mobility, and increased cognitive load. Countermeasures: Reduce your self-viewing, use the 20-20-20 rule (every 20 minutes, look at something 20 feet away for 20 seconds), stand during calls if possible.
Technical problems often become a question of character. A frozen image, a dropped connection—how you deal with these situations shows your professionalism. Stay calm, communicate clearly ("I seem to be having technical problems, I'll be right back"), and always have an alternative ready (dial-in, backup computer).
Virtual presence is a learnable skill.
Start with self-recordings. Record yourself in a 5-minute mock presentation and analyze: Where are you looking? What is your posture like? How does your energy come across? This self-reflection is invaluable. A consultant from St. Gallen does this weekly and was able to dramatically improve his virtual presence within three months.
Get professional feedback. Ask colleagues for honest feedback on your virtual appearances. Even better: hire a professional coach for a few sessions. The investment will quickly pay off, especially if you regularly give important virtual presentations.
Treat every virtual meeting as a training session.
Set yourself an improvement goal for each meeting: today I'll work on my eye contact, tomorrow on my voice modulation. This incremental improvement will lead to excellent virtual presence. A startup founder from Lausanne keeps a "Virtual Presence Journal" – after every important call, he notes down what went well and what he would like to improve.
Use new technologies to your advantage. AI-based tools can analyze your presentation and provide feedback on speaking speed, filler words, and energy levels. Virtual reality training for presentations is becoming increasingly affordable and offers realistic practice scenarios.
Development continues apace – stay tuned.
Holographic meetings, AI-assisted real-time translation, virtual avatars—what sounds like science fiction will soon become reality. Swiss companies that invest in virtual communication skills now are laying the foundation for the future. The skills you develop today—clear communication, technical savvy, virtual presence—will be even more valuable tomorrow.
Forecasts indicate that by 2025, the relationship between people and technology will continue to deepen. "Tele-everything" will become the norm—from job interviews to sales pitches to board meetings. Companies whose leaders master this transformation will have a decisive competitive advantage.
The future is not either/or, but both/and.
Hybrid meetings, where some participants are physically present and others are connected virtually, are becoming the norm. This requires new skills: How do you involve remote participants on an equal footing? How do you design meetings that work for both groups? Swiss companies are already experimenting with "meeting equity" – equal participation regardless of the format.
The integration of AI will revolutionize virtual communication. Automatic transcription, real-time translation, sentiment analysis—these tools will become standard. But that is precisely why human authenticity will become a distinguishing feature. Your ability to build genuine connections will become more valuable than ever.
Virtual communication skills are the new MBA.
Swiss SMEs that systematically train their teams in virtual communication report measurable successes: 30% shorter meeting times, 40% higher participant satisfaction, 50% more qualified leads from webinars. A technology company from Zug was able to expand its customer base internationally through professional virtual presentations – without additional travel costs.
The democratization of the business world through virtual communication offers enormous potential. A startup from Appenzell can appear just as professional as a corporation from Zurich. Smaller companies can achieve global reach with limited resources. The prerequisite: excellence in virtual communication.
Investing in virtual presence pays off in many ways. Not only will your online presence improve, but the skills you learn will strengthen your overall communication. Presence training, voice work, conscious body language—all of this will make you more convincing in face-to-face meetings as well.
Cultural change is irreversible. The generation that grew up with video communication expects virtual competence as a matter of course. Companies that do not meet this expectation are perceived as backward. In the quality-conscious Swiss business world, this can be fatal.
Excellence does not happen overnight, but the path is clear.
Start today. Improve your setup step by step. Invest in good sound first, then good image. Practice daily—every call is an opportunity to improve. Get feedback, be self-critical, but also be patient with yourself.
Continue to educate yourself. Technology is developing rapidly, and new best practices are emerging all the time. Subscribe to relevant newsletters, attend webinars on virtual communication, and exchange ideas with others. A learning circle with other managers can be valuable—practicing together and giving feedback in a safe environment.
Mastering virtual communication is a journey, not a destination. Even experienced TV presenters are constantly learning new things. This attitude of continuous learning is typically Swiss and your key to success. With every virtual appearance, you will become more confident, more convincing, and more present.
Brand Affairs supports you in presenting yourself confidently in the digital business world. With our expertise in virtual communication and our understanding of Swiss business culture, we develop customized training that prepares you and your team for professional online appearances.
Contact us for a no-obligation consultation. Together, we will analyze your virtual presence and develop a strategy that positions you as a competent, authentic, and convincing communicator—whether in video calls, webinars, or hybrid meetings.
