“No Bullshit” - Jobs network XING presents itself as an indispensable partner in the job search with a new 360-degree brand campaign

• Expansion of positioning as a successful jobs network continues 
• Campaign features brand new messages and protagonists 
• Media mix expanded to include high-reach podcasts 

Hamburg, January 7, 2025 - To coincide with the New Year, the jobs network XING is presenting a new 360-degree brand campaign, continuing the successful expansion of its positioning as a renowned jobs network in German-speaking countries. The new campaign focuses on the video messages of three self-confident protagonists who tell memorable stories about how they have successfully found the jobs and framework conditions that perfectly suit them, their needs and their individual life situations with the help of XING. The job network's campaign setting is a mix of the tried and tested and the brand new: while the “look & feel” and the “hot seat” concept are based on the successful campaign from 2024, the messages and protagonists in front of the camera are completely new. The concept was once again designed by the Berlin creative agency Antoni, in close collaboration with the XING marketing team.

No bullshit, please
With the new campaign, which will be launched at the beginning of January 2025 and will initially be seen on all common channels and advertising platforms for a good six months, XING is emphatically underlining its role as a modern and indispensable job search partner that consistently focuses on the wishes and needs of employees: “In a working world that is constantly changing and becoming noticeably more complex, we at XING understand our customers' job search needs very well. We offer both companies that need to fill vacancies and job seekers tailored, intuitive and, above all, relevant solutions without any bullshit,” says Thomas Kindler, Managing Director at XING.

In addition to a presence on TV, high visibility on social media channels (Meta, TikTok, Twitch) and staggered roll-outs on other digital channels such as YouTube, the appealing motifs of the new campaign will also be seen on out-of-home surfaces in high-profile locations. “We live and work in a time when visibility is more important than ever in attracting the right talent. We will therefore be targeting them wherever they are during the course of their day: On the one hand, this is of course in the digital space, but also on the way to work or sports, when shopping in city centers or waiting at the train station,” says Solon Magoulakis, Vice President Marketing and Brand Experience at XING.

Campaign also in high-reach podcasts such as “Gemischtes Hack”
With the consciously broad orchestration of the campaign channels, Solon Magoulakis and his team also want to address a deliberately broad target group. They are primarily targeting job seekers who are already actively looking for a change. However, they also want to inspire all those who are generally curious and open to lucrative and suitable job offers. “We believe that it can be an inspiration for all job seekers when our protagonists credibly tell you how good it feels to be contacted by recruiters on XING. Or how liberating it is to break away from the rigid job title search and instead to instead search intuitively and in your own words for your desired activity, which suddenly expands to include completely new jobs,” says Magoulakis, alluding with the latter example to the recently implemented and AI-generated Smart Search, with which XING is currently taking on the role of innovation leader. 

This year, the campaign will be complemented for the first time by audio media, in which the messages of the protagonists will be published in short spots or so-called “host reads”, which are recorded by the hosts of the podcast themselves. In addition to digital radio stations, the focus here is primarily on high-reach formats such as the current audience favorites “Gemischtes Hack” or “Fest und Flauschig”. 
 

Facts about the XING Brand Campaign 2025: 

Duration: 
January 06 to the end of June 2025  

Channels:
TV, OOH, moving image and display ads, digital moving image, YouTube and social media (Meta, Facebook, Twitch & TikTok), auditory media, including Spotify 

Distribution: 
Germany

Responsible in-house:
Solon Magoulakis, Vice President Marketing & Brand Experience, XING Brand Experience, XING 

Ramona Bedekovic, Team Lead Brand Marketing, XING

Creative agency: 
Antoni  

Production company: 
Tempomedia

Media agency: 
MediaPlus

About XING
XING is the renowned jobs network in Germany. Along with its strong presence in Austria and Switzerland, XING connects over 22 million members in German-speaking countries. Only on XING can professionals from all industries and career levels find over 1 million job opportunities and get found by popular employers and over 20,000 recruiters. Thanks to a broad selection of detailed filters, millions of data points about company culture and salaries, as well as the latest AI technologies, XING members enjoy a modern and personalised job search experience. XING helps its users find the job that really suits them and their individual needs from the wide array of options available. XING’s intelligent recruiting solutions also help companies make their recruiting processes more straightforward, effective and targeted. On XING, HR professionals benefit from job ads with high reach (passive sourcing), talent targeting and contact options (active sourcing), and an optimised application management system. Visit xing.com and recruiting.xing.com for more information. 

About New Work SE
New Work SE strives for a better working world. With two strong brands, jobs network XING and employer review platform kununu, it aims to be the most important recruiting partner in German-speaking countries. By bringing candidates and companies together, professionals can lead a more fulfilling working life while companies can achieve greater success by winning the right talent. New Work SE has its headquarters in Hamburg, and currently employs around 1,200 people at four other offices in Vienna, Barcelona, Valencia and Porto. Visit www.new-work.se/ and nwx.new-work.se/ for more information.