Xing advertises with the search bar

At the beginning of the year, the new Xing brand campaign focuses (not surprisingly) on finding the right job. With the well-known motto “Mach Dein Xing”, the work network continues the motto that working life is about individual development instead of bending over. “We live in an age where there is a shortage of skilled workers, which means the balance of power in the labor market has changed. Nowadays, companies are targeting talented people,” explains Tim Elsner, Vice President Marketing and Communications at Xing. Due to this strong job market, it is more important than ever that candidates feel they fit in. really to the company and not having to bend over at work.

The TV spot will also be available on digital channels such as YouTube. Additionally, the campaign with display ads, social media and Spotify has another strong digital focus. Additionally, the on-site production was accompanied by two influencers, who will be shooting the campaign content, paired with exclusive behind-the-scenes shots from the set, on their respective channels.

search bar ‘with magic’

This is where the multi-channel campaign comes into play, once again devised by leading German agency PIA Nordpol+. The promise is “With the XING job search you will discover your possibilities”. The centerpiece is a 20-second TV spot. In a humorous way, this shows the importance of job hunting, which offers “doing your XING” guidance to find the right job. “The commercial focuses mainly on the new key visual, the search bar. It exudes a certain magic because it symbolically takes you to a better place and a really suitable job,” says Matthias Kupfer-Ruf, Principal Brand Strategy at Xing parent company New Work SE. The aim of the campaign is to increase relevance as a job network for job seekers in the target group.“We are primarily targeting those who are actively looking for a job, but also those who are generally open to vacancies,” says Kupfer-Ruf.