New Work Bundle
What is the Sales and Marketing Strategy of New Work SE?
New Work SE, the parent company of XING, launched its 'No Bullshit' campaign in January 2025, building on 2024 success. This reinforces XING's position as a leading jobs network in German-speaking regions.
The company's strategy has evolved from broad professional networking to a focused jobs network, particularly in the DACH market where it sees 90% of its page views.
What is the Sales and Marketing Strategy of New Work SE?
New Work SE's strategy centers on positioning XING as the premier jobs network in German-speaking countries. This involves a strong emphasis on its B2B recruiting solutions, while B2C revenues saw a decrease of 18% to over €31 million in the first half of 2024. The 'No Bullshit' campaign, a 360-degree brand initiative, highlights this focused approach. This campaign aims to resonate with professionals seeking direct and effective career solutions. The company's marketing tactics are designed to reach both job seekers and employers, ensuring XING remains the go-to platform for career advancement and talent acquisition. Understanding the market dynamics is crucial, and a New Work PESTEL Analysis can provide deeper insights into the external factors influencing their strategy.
How Does New Work Reach Its Customers?
The company employs a dual sales channel strategy, prioritizing business-to-business (B2B) solutions while also catering to its business-to-consumer (B2C) base. This approach aims to solidify its position as a key recruiting partner in German-speaking regions.
B2B Direct Sales Focus
The primary sales channel for HR Solutions & Talent Access is direct sales teams. These teams are instrumental in connecting companies with professionals and offering tools for employer branding and talent acquisition.
B2C Platform Engagement
The company's platform serves as a direct-to-consumer channel for premium memberships and job search features. However, there's a strategic shift away from B2C user monetization.
Strategic Channel Repositioning
In 2024, central sales teams were divided between the XING and kununu brands to sharpen focus. This reflects a broader business strategy to enhance employer access to talent.
Partnerships for Advertising
B2B marketing solutions also incorporate partnerships for advertising campaigns run through the platform's advertising tools. This expands reach for businesses seeking talent.
Market Positioning and Growth
The company's sales and marketing strategy is geared towards becoming the leading recruiting partner in German-speaking markets. This involves leveraging its extensive user base, which reached 19 million members as of June 2025.
- Focus on B2B HR solutions through direct sales.
- Utilizing the platform as a B2C channel with a shift in monetization strategy.
- Strategic division of sales teams to enhance brand-specific focus.
- Partnerships for advertising to expand B2B marketing reach.
- The Growth Strategy of New Work emphasizes strengthening its role as a recruiting partner.
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What Marketing Tactics Does New Work Use?
New Work SE utilizes a multifaceted approach to marketing its XING platform, focusing on building brand awareness, generating leads, and driving user acquisition, particularly as it repositions itself as a dedicated jobs network. The company's strategy integrates both digital and traditional channels to reach its target audience effectively.
360-Degree Brand Campaign
A significant marketing push in January 2025 involved a comprehensive 360-degree brand campaign. This initiative aimed to solidify XING's image as a dependable partner for job seekers.
Multi-Channel Advertising
The campaign spanned various media, including television, prominent social media platforms like Meta, TikTok, Twitch, and YouTube, and out-of-home advertising. Further digital channel roll-outs were planned in stages.
Digital Marketing Focus
Digital tactics are a cornerstone of XING's marketing strategy. Content marketing, expert contributions, and professional group discussions are actively encouraged on the platform.
XING Marketing Solutions
The platform offers a suite of paid advertising options designed for targeted reach. These include native placements, video campaigns, content ads within news sections, and exclusive email marketing.
Self-Booking Advertising Tool
Many of these advertising solutions are managed through the XING AdManager, a user-friendly self-booking tool that simplifies campaign creation and deployment.
Data-Driven Targeting
A key element of the New Work sales strategy is its emphasis on data-driven marketing. Precise targeting based on real user data ensures advertising efforts are efficient and reach the intended audience.
The company's approach to B2B sales for 2025 is increasingly incorporating AI tools to achieve hyper-personalization and gain real-time insights, prioritizing quality interactions over sheer volume. This data-centric methodology allows for sophisticated audience segmentation based on detailed user attributes such as job title, industry, engagement levels, company size, and geographical location. While specific analytics platforms are not publicly detailed, the commitment to data-driven targeting and continuous campaign optimization strongly suggests the utilization of advanced tools to monitor engagement and measure performance, contributing to the overall New Work marketing strategy. Understanding the Brief History of New Work provides context for its evolving market positioning and growth strategy.
Key Marketing Tactics
The New Work marketing plan is characterized by a blend of broad reach and precise targeting, aiming to enhance New Work customer acquisition and strengthen its market positioning.
- 360-degree brand campaigns across TV, social media, and OOH advertising.
- Content marketing initiatives fostering expert contributions and community exchange.
- Targeted advertising formats including XING Ads, Video Ads, and Content Ads.
- Direct email marketing through XING Mailings.
- Data-driven segmentation based on user profiles for efficient ad spend.
- AI-powered hyper-personalization in B2B sales outreach for 2025.
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How Is New Work Positioned in the Market?
Brand positioning for New Work SE centers on establishing XING as the premier professional network for the German-speaking market, deeply integrated with DACH business culture. The brand's core message, exemplified by the 2025 'No Bullshit' campaign, highlights its role as an essential partner for job seekers and companies, offering relevant, straightforward solutions.
Targeted Market Focus
XING differentiates itself by concentrating on the German, Austrian, and Swiss markets, boasting 19 million members in the DACH region as of June 2025. This regional emphasis allows for a deeper understanding of local market dynamics compared to global competitors.
Core Brand Promise
The overarching brand identity for New Work SE is 'For a better working life,' aiming to foster professional fulfillment for individuals and success for companies through effective talent acquisition.
Strategic Repositioning
In response to market shifts, XING has strategically repositioned itself to emphasize its role as a dedicated jobs network. This move sharpens its unique value proposition in recruitment, moving away from a broader social networking focus.
Consistent Brand Communication
Brand consistency is maintained across all platforms, with campaigns like 'No Bullshit' featuring a unified 'look & feel' and a direct tone of voice, reinforcing the brand's core values.
The New Work sales strategy leverages this clear brand positioning to attract and retain users by offering a focused, no-nonsense approach to career development and recruitment within the DACH region. This targeted approach is a key element of the New Work marketing strategy, differentiating it from more generalized global platforms and forming the foundation of its New Work business strategy.
Regional Relevance
XING's strength lies in its deep understanding of the German-speaking market, offering tailored solutions that resonate with local professional culture and needs.
Direct Communication
The 'No Bullshit' ethos underscores a commitment to clear, effective communication, building trust and providing tangible value to both job seekers and employers.
Jobs Network Focus
By concentrating on recruitment, XING solidifies its position as an indispensable partner for career advancement and talent acquisition in its core markets.
Brand Consistency
Consistent messaging and visual identity across all touchpoints reinforce XING's brand promise and market differentiation.
Competitive Advantage
New Work's competitive sales advantages stem from its specialized focus and cultural alignment, which are crucial for New Work customer acquisition.
Market Positioning
XING's market positioning as a regional leader is a testament to its effective New Work marketing strategy and understanding of its target audience for marketing.
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What Are New Work’s Most Notable Campaigns?
Key campaigns are central to the New Work sales strategy, aiming to solidify its market positioning and attract both job seekers and B2B clients. These initiatives often leverage a multi-channel approach to maximize reach and impact.
'No Bullshit' Brand Campaign
Launched in January 2025, this 360-degree campaign reinforces the company's standing as a leading jobs network in German-speaking regions. It highlights its role as an essential partner for job seekers, focusing on employee needs.
Multi-Channel Approach
The campaign utilizes a broad mix of media, including television, social media platforms like Meta, TikTok, Twitch, and YouTube, out-of-home advertising, and podcasts. This extensive reach is designed to connect with a diverse audience.
B2B Success Stories
New Work Marketing Solutions showcases successful B2B client outcomes, demonstrating the efficacy of its advertising products. These case studies are vital for illustrating the New Work business strategy in action.
Client Impact Examples
Examples include OMR effectively reaching its target audience and Haufe Akademie increasing blog post engagement by 19%. FIL Fondsbank also saw a 90% increase in website time via XING Ads, highlighting New Work customer acquisition tactics.
These campaigns are integral to the New Work sales funnel, driving brand awareness, content engagement, and lead generation for B2B partners through targeted advertising. The consistent branding and successful concepts from 2024 indicate a refined New Work growth strategy. Understanding Revenue Streams & Business Model of New Work provides further context on how these campaigns contribute to the overall business.
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