LinkedIn is one of the most popular professional networking platforms in the world, with over 800 million users globally. However, in Germany, LinkedIn has significantly lower adoption rates compared to other countries. Instead, Germans tend to use alternative platforms and methods for professional networking and recruiting. In this article, we will explore the various LinkedIn alternatives used in Germany, the reasons for their popularity, and how they differ from LinkedIn.
The most popular LinkedIn alternative in Germany is Xing. Founded in 2003 in Hamburg, Xing is often referred to as the “German LinkedIn”. As of 2022, Xing had over 20 million members, making it the largest professional networking site in the German-speaking world.
Some key differences between Xing and LinkedIn:
– Xing is focused exclusively on German-speaking countries, while LinkedIn has a global user base. This allows Xing to cater specifically to the German job market.
– Xing places a stronger emphasis on recruitment and job listings. The platform works closely with German companies to advertise jobs.
– The interface and features of Xing are more tailored towards German preferences, with a greater focus on data privacy.
Popularity of Xing
Here are some statistics that highlight Xing’s popularity in Germany:
– Over 5 million active users per month
– Used by over 30,000 companies in Germany for recruitment
– Over 1.5 million German companies have corporate profiles on Xing
– 80% of German companies use Xing to search for candidates
This shows that Xing has established itself as the go-to professional networking platform for both individual users and companies in Germany. The site’s longevity and Germany-centric features contribute greatly to its widespread adoption.
Key Features
Some of the key features of Xing that make it appealing to users in Germany include:
– Detailed member profiles with info on work experience, education, skills, accomplishments.
– Job listings specifically targeted towards the German market.
– Advanced people search to find connections by industry, location, skills, etc.
– News feed with relevant updates from your network and companies.
– Company profiles and employee networks.
– Special interest groups to connect with professionals in your field.
– Events, workshops and training listings.
– Messaging and chat functions to easily communicate.
Kununu
Another homegrown social network that’s popular in Germany is Kununu. Founded in Vienna in 2007, Kununu is a platform focused exclusively on employer reviews. The site allows employees to anonymously rate, review and discuss companies they’ve worked for.
Popularity of Kununu
Kununu has become the top website for employer reviews in German-speaking countries. Key facts about its success include:
– 6 million monthly visits
– Profiles of over 1 million companies
– 4.5 million employee reviews
– 69% of German job seekers use Kununu
The anonymous review structure encourages candid feedback on company culture, management, compensation and other factors. This high level of transparency is valued greatly by job seekers in Germany.
Key Features
Kununu’s specialized focus on employer reviews allows it to offer users in Germany a unique value proposition not found on LinkedIn. Key features include:
– Detailed company profiles with ratings across categories like culture, work-life balance, career opportunities, compensation etc.
– Anonymous employee written reviews describing first-hand job experiences.
– Ability to compare ratings and reviews across companies within an industry.
– Interviews, salary reports and insights posted by the Kununu team.
– Confidential salary submissions by employees to share compensation data.
– Employer branding profiles created by HR teams to promote companies to candidates.
By providing an unfiltered look at companies from current and past employees, Kununu empowers job seekers in Germany to make informed career decisions. The platform’s popularity has forced many companies to prioritize brand management and closely monitor their ratings.
Online Job Boards
While LinkedIn and Xing focus on professional networking and recruitment, traditional online job boards continue to play a major role in the German job market. The top sites include:
StepStone
Founded in 1996, StepStone is one of the most established and widely used online job boards in Germany. Key facts:
– Over 150,000 job listings
– 6 million monthly visits
– Used by over 500,000 companies
– Popular with mid-level professionals
StepStone offers robust filtering options by job type, location, salary and other criteria. Users can upload their resumes to create candidate profiles easily discoverable by recruiters on the platform.
Indeed
Indeed established the German version of its site, Indeed.de, in 2012. It has quickly become a top job search engine thanks to:
– Over 2.5 million resumes searchable by employers
– Integration of listings from thousands of job sites
– One of the largest resume databases globally
– Intuitive interface and powerful search tools
Indeed aggregates listings from employer websites, online job boards and other sources. The site is popular with employers due to the huge volume of resumes searchable on the platform.
Monster
Monster is another large American job board that entered the German market in 2000 following its acquisition of Jobpilot.de. Monster.de key stats:
– 500,000+ CVs searchable
– Listings for over 1 million jobs
– 80% of DAX companies use Monster for recruitment
– Daily job recommendations sent to users
Monster allows users to easily upload their resumes and get matched to relevant openings from recruiters. The site also offers career development resources like resume templates, interview tips and salary data.
University Networks
Many Germans leverage the alumni networks of their alma maters for career networking and job opportunities. Major university networks include:
Absolventa
– Exclusive network of over 200 German universities
– Connects 2.5 million graduates and students
– University email required to register profile
– Alumni groups, forums and chats based on university
– Campus recruiting events and job board
Absolventa is the largest centralized university network in Germany. Students and graduates can connect with senior alumni at their university for mentoring. The platform’s validation process ensures users are genuinely affiliated with the schools in their profiles.
Academics
– Focused on researchers, PhD candidates and scientists
– Profiles include publications, research projects, specializations
– Users can follow subject-specific content
– Science news feed and article sharing platform
– Listings for postdoc, PhD and other research positions
Academics fosters connections between researchers across Europe. Users can communicate directly regarding papers, disciplines and job opportunities in academia.
Alumni Networks
– Most German universities have their own alumni sites
– Enable grads to connect based on their specific school
– Offer mentoring, networking events and reunions
– Share university updates, newsletters, magazines
– Job boards listing openings from university recruiters
These school-specific platforms complement broader university networks by allowing closer ties between graduates of individual institutions. They play an important role in maintaining relations between alumni and their alma mater.
Business-focused Networks
There are a range of professional platforms in Germany tailored to specific industries and business roles.
Experteer
– Focused on connecting top managers and professionals
– Strong presence in engineering, IT, finance and other sectors
– Screening process to verify expertise and experience levels
– Headhunters source candidates for management roles
– Membership-based model with monthly fee
With its elite target audience, Experteer provides an exclusive environment for senior-level business networking separate from mass market platforms. Users must go through an application process to demonstrate their qualifications.
Wer kennt wen?
– German for “Who knows who?”
– General-purpose business network with 8 million users
– Popular among startups and entrepreneurs
– Groups and events focused on industries like tech, manufacturing, tourism etc.
– Targeted ads based on profile and network
Wer kennt wen? allows broad networking opportunities, but also facilitates connections within niches through targeted groups. The startup scene leverages the platform to connect with peers and potential partners.
Brigitte Academy
– Female-focused business networking platform
– 140,000 members
– Mentorship programs specifically for women
– Discussions and events on leadership, entrepreneurship, career growth
– Partnerships with companies to advance women
The Brigitte Academy provides a space for women to receive career support tailored to the barriers and challenges faced by female professionals in Germany.
Recruiting Fairs
In-person recruiting fairs continue to thrive in Germany as networking events where job seekers can directly engage with companies and opportunities in their industry.
Key Facts
– Over 200 major recruiting fairs held annually across Germany
– Connect hundreds of companies with thousands of attendees
– Allow unfiltered access to employers, recruiters and HR
– Open to the public or students depending on focus
– Span all industries: engineering, finance, IT, manufacturing etc.
Major Examples
– Absolventa Zukunftskongress (graduate fair in Cologne)
– Bonding Education Fair (student fair in Frankfurt)
– Stuzubi (student fair in Stuttgart)
– IHX Internationale Handwerksmesse (trades fair in Munich)
– WIN Messe (wine industry fair in Stuttgart)
In addition to large public fairs, companies also host their own on-campus and invitation-only recruiting events to source talent. The in-person events provide an important complement to online platforms.
Headhunting Firms
Executive search and headhunting play a uniquely important role in professional recruiting in Germany relative to other countries. Key facts:
– Over 3,000 headhunting firms operate in Germany
– Nearly 1/3 of managerial positions are filled via headhunters
– Less stigma compared to other cultures about utilizing headhunters
– Headhunters extensively networked into German companies
– Focus on discreetly sourcing passive candidates for key roles
Top international firms like Egon Zehnder and Korn Ferry have major presences in Germany alongside large domestic firms like Odgers Berndtson. Headhunters leverage networks and data to identify promising candidates for important executive-level openings.
Key Roles
Headhunting firms in Germany specialize in these high-priority roles:
– Management: CEO, CFO, COO, CMO, board members
– Technology: CIO, CTO, VP Engineering, developers
– Financial: CPA, controllers, treasurers, auditors
– Legal: General counsel, chief legal officers
– HR: CHRO, talent acquisition directors, compensation specialists
Hiring Process
The typical process of engaging a headhunter in Germany involves:
1. Company identifies key role and decides to engage search firm
2. Firm learns about role, company, requirements for ideal candidate
3. Extensive research into target companies, networks, databases
4. Shortlist of qualified, vetted candidates presented for consideration
5. Interviews/hiring process coordinated with selected candidates
6. Headhunters facilitate negotiation, onboarding of chosen hire
This specialized approach allows companies to discretely fill critical vacancies with the most qualified talent.
Conclusion
While LinkedIn and other international networks have a presence in Germany, local professionals still rely heavily on homegrown platforms tailored specifically to the German job market. Xing, Kununu and specialized sites serve networking and recruiting needs not fully met by generalized sites like LinkedIn.
Cultural factors also contribute to the preference for German-based networks. These include:
– Strong value placed on data privacy and local sites’ adherence to domestic laws
– Wariness around sharing personal data or professional connections broadly
– Desire for close alignment with German business culture
– Trust in experienced Germany-based headhunters and recruiters
– Belief that local networks provide better visibility and placement in the German job market
For employers and candidates in Germany, established domestic networks and methods will continue to form the core of the recruitment process for the foreseeable future. International firms must adapt their strategy in Germany to align with these entrenched preferences in order to excel.