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How #SBS works  

The origin of Small Business Sunday (#SBS) 

During his session at Recruitment Agency Expo 2026, entrepreneur and former Dragons’ Den investor Theo Paphitis shared the story behind Small Business Sunday (#SBS), a weekly initiative that has become one of the most recognised small business support platforms in the UK. 

Small Business Sunday, often referred to as #SBS, began on X (formerly Twitter), where Theo - posting as @TheoPaphitis - invited small businesses to share what they do using the hashtag #SBS each Sunday. From those entries, a selection of businesses would be chosen and shared with his audience. 

For smaller recruitment agencies, or those in earlier stages of growth, #SBS offers an additional way to increase visibility and introduce the business to a wider audience. 

How Small Business Sunday (#SBS) works 

The structure of #SBS has remained simple and consistent since it began, which has contributed to its continued growth. 

Each week: 

• Businesses post about what they do on X (Twitter)  

• They include the hashtag #SBS and tag @TheoPaphitis  

• A selection of businesses are chosen as winners  

• Winners are shared with Theo’s audience  

This weekly format has created a clear and repeatable process, making it easy for businesses to participate. 

Although #SBS started on X, it now extends beyond a single platform, with selected businesses gaining visibility across multiple channels and becoming part of a wider network. 

Theo is also active on Instagram, where #SBS winners are sometimes featured, although entries are still primarily made via X. 

Why Small Business Sunday (#SBS) continues to grow 

A key factor behind the growth of #SBS is its consistency. The initiative runs every week, using the same format, which has created familiarity and ongoing engagement. 

This has resulted in: 

• Continued participation from small businesses  

• Ongoing visibility for selected companies  

• A growing and recognisable network  

Over time, #SBS has moved beyond a weekly post into a recognised platform associated with small business support and exposure. 

The visibility and credibility of #SBS 

Being selected for #SBS provides more than a single moment of exposure. Businesses become part of a wider network, which carries ongoing visibility and recognition. 

This includes: 

• Exposure to a large audience  

• Association with a recognised business initiative  

• Continued engagement within the #SBS community  

For small recruitment agencies, this can support awareness at a stage where building visibility is often a priority. 

How recruitment agencies can get involved in #SBS 

For recruitment businesses that fall into the small business category, the process to take part in #SBS is straightforward: 

• Post about your agency on a Sunday  

• Use the hashtag #SBS  

• Tag @TheoPaphitis  

• Clearly explain what your agency does and the roles or sectors you specialise in  

Theo reviews submissions and selects winners each week, who are then shared with his audience. 

Small Business Sunday (#SBS) and Recruitment Agency Expo 

The story of #SBS was one of the examples shared by Theo Paphitis during his session at Recruitment Agency Expo 2026, where he spoke about business growth, visibility, and engagement. 

👉 Register your interest for next year’s event to hear more sessions like this.