LinkedIn is conservative in its growth

Career & Salary

Both business initiation and job search are increasingly taking place online. Social career networks such as Xing and LinkedIn play a key role in this. Almost all companies and entrepreneurs in Germany are represented there. Quite a few people ask themselves: which platform is better?

Xing or LinkedIn: top dog vs. pursuer

For many years, Xing was the online platform for business contacts in German-speaking countries. According to the current annual report, the number of users in the DACH region rose by around 1.7 million to 18.5 million in the first nine months of 2020.

It looks similar with LinkedIn. According to company information, the number of users in Germany, Austria and Switzerland rose to over 15 million in 2020. However, it should be noted that LinkedIn also has a large following worldwide. There are more than 722 million registered users worldwide.

Xing vs. LinkedIn: prices and functionalities

Both platforms offer the option of registering as a premium member. The focus can be on job, employee or customer searches. You can get started with Xing Premium for around 4 euros per month (in the case of an annual subscription). One of the advantages of Xing Premium is that you have the opportunity to see the visitors to your own profile. For this purpose, you also get relevant statistics, such as how you were found. There are also ways to better highlight your profile by revealing your most important skills or using a professional background image.

The premium version of LinkedIn costs 8.25 euros a month with an annual subscription (99 euros a year) and is therefore more than twice as expensive as Xing Premium. However, the subscription offers access to all LinkedIn learning courses. One advantage of LinkedIn Premium is the advanced search that can be used without restrictions. It is also possible - similar to the competition from Germany - to see the profile visitors. Another advantage is that it is easier for recruiters to find you.

Both platforms also offer user memberships with many more options. If you want to be found even better as an applicant on Xing, for example, you can purchase what is known as ProJobs membership. Here you have to reckon with 20 euros a month. If you want to use the platform in the area of ​​customer acquisition, then the so-called ProBusiness tool is recommended, which costs around 70 euros a month.

Pricing at LinkedIn is even more complex: there are six different premium memberships. Essential (similar to Xing Premium), Career, Business, Sales Navigator, Recruiter Lite. The prices are between 20 and 110 euros per month. The so-called Sales Navigator is particularly interesting for salespeople. This gives you access to various search functions in order to find and address specific customers from the desired target group.

Xing and LinkedIn in comparison: reach and groups

LinkedIn has a very strong platform on which a post (a contribution made by the user) can go viral very quickly. The posts are not only displayed to your own contacts, but also to the contact's network in the event of likes or comments.

At Xing, the focus is more on your own profile than on the social media wall. This also reduces the range. LinkedIn also felt that it had a better algorithm for promoting members who write popular messages.

German-speaking groups are less likely to be found on LinkedIn. These are represented much more strongly on Xing. There are special groups in a wide variety of areas. These often have tens of thousands of users. Alternatively, business groups on Facebook are very exciting these days.

Xing vs. LinkedIn: The job search

The HR manager in Germany is generally rather conservative. Xing is therefore the platform of choice when it comes to job postings. LinkedIn is also strong in the field of job postings, but less so in German-speaking countries. HR professionals often rely on other platforms such as Stepstone or Monster.

It is noteworthy that German-speaking users on LinkedIn often communicate entirely in English. This is certainly also due to the global orientation of LinkedIn. At Xing it naturally looks different. The most important language there is German, because most of the users come from the DACH region.

Xing or LinkedIn: which platform is better?

This is also the main difference between the two platforms: While Xing is more aimed at the DACH region, LinkedIn is more global and also has more of the character of a social network. The algorithm is well developed and also promotes viral posts. If you want a lot of reach and do content marketing, for example, you are in good hands on LinkedIn. When it comes to recruiting employees or regional marketing in the DACH region, Xing is better positioned.

The race for dominance in business networks has not yet been decided. LinkedIn is the more modern platform and offers many functionalities, while Xing scores with its regional focus on the German-speaking area. (mb / fm)