All top companies prefer LinkedIn

LinkedIn vs. XING: Who wants to win?

The career networks LinkedIn and XING are popular social media platforms that are used by both professionals and companies. At first glance, the areas of application of the professional networks appear the same, but what are the differences and which network is ahead when it comes to employer branding campaigns, recruiting and networking?

The duel of the career networks: what are the differences?

The biggest difference between the career networks LinkedIn and XING is their location. While LinkedIn pursues a global orientation and networks users from all over the world, XING's focus is on the DACH region - i.e. Germany, Austria and Switzerland. In concrete terms, this means that the reach of LinkedIn, with around 610 million users, is of course significantly greater than XING's 13 million. However, the target group on XING is also more focused, which can be an advantage. Users who are looking for a job in the DACH area can therefore give preference to XING with a clear conscience. For everyone else, the following applies: The greatest potential for increasing reach is on LinkedIn.

But it's not just the range that separates the networks from one another. The usage options also differ significantly from one another: While LinkedIn offers the possibility to follow people and companies, to leave reactions to posts and to publish media content in text, image and video format, the focus at XING is still on a purely text-based one Provision of content. Pictures can only be posted via an app. While LinkedIn thus has the charm of a social network and represents a business counterpart to Facebook, XING is primarily about information processing. For HR managers, this means: Active sourcing in the DACH area is always worthwhile with the XING TalentManager. However, if your own brand is to be strengthened and active networking pursued, LinkedIn is clearly the preferred platform.

The platforms are similar in one respect: both enable the provision of a digital résumé and thus a presentation of one's own qualifications. Users have their own page that highlights their curriculum vitae and individual qualifications. For companies, this is a perfect way to cleverly position employer branding content. But be careful: Here too there are functions that one network has and the other does not. On LinkedIn, for example, it is possible for users to write references to each other and thus confirm their qualifications. Particularly in the Anglo-American region, such references can make a decision about a job and are used as indicators in recruiting. For this, it is possible to create your own portfolio page on XING - which can be particularly useful for freelancers and self-employed.

Trend report: target groups and use of social networks

Not only the content, but also the age groups who actively use the networks, distinguish LinkedIn and XING from each other. If you look at statistics on this, it is noticeable that the users of LinkedIn are, on average, significantly younger. That in turn explains the modern appearance of the platform.

But not only the age but also the level of education of the users differs. While it is mainly people who have at least a university degree who are registered on LinkedIn, this part of XING users only makes up around 35 percent. Recruiters should therefore primarily use LinkedIn to recruit management positions and specialists. On the other hand, people with lower educational qualifications can be recruited more specifically on XING.

Recommendations for action for the company appearance on LinkedIn and XING

Based on the analysis results, the following recommendations for action can be given for HR managers.

LinkedIn is a social medium that:

  • enables international networking
  • Facilitates the recruitment of specialists and executives
  • can be cleverly used for employer branding campaigns
  • enables strong reach through the publication of articles
  • is enriching in establishing business contacts in the B2B area

XING, on the other hand, impresses with:

  • E-recruiting offers that are particularly useful for recruiting the young people of tomorrow
  • a location specialization in the DACH region
  • the application of job advertisements
  • communication in expert groups instead of threads

Conclusion: LinkedIn impresses with its network character

Which network is more convincing? That depends entirely on the target group. Qualified talents on the job market have significantly more chances on LinkedIn to present their individual qualifications, to show their own character and to gain high reach as experts in their field. For self-employed people from the DACH region and small companies, however, the XING network impresses with its location-based focus on the target group.

And the HR department? Companies shouldn't choose one network or the other. Both offer important functions for HR work. However, if the focus is forward-looking, HR should focus on communication on LinkedIn. The up-and-coming platform convinces with innovation, a young target group and a multitude of possibilities to promote your own employer branding and recruiting.

Related Links

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