Emerging Media Market Report 2022

my paper is on Xing. This is the table of content I need: 1)Introduction 2) Employer branding of Xing (Model) 3) Xing- company profile( about the xing and all other umbrella companies like kununu etc) 4)Xing- strategy analysis (in this I need porter 5 forces or swot analysis or anything with graph) 5) Conclusion *Please follow this pattern. please add graph in chapter 4 and use official references.

RUNNING HEAD: XING
MARKETING
EMERGING MEDIA MARKET

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Contents
Introduction................................................................................................................................2
Employer branding.....................................................................................................................2
Xing company profile................................................................................................................4
Kununu...................................................................................................................................5
Honeypot................................................................................................................................5
Internations.............................................................................................................................6
Xing strategy analysis................................................................................................................6
SWOT Analysis......................................................................................................................6
Conclusion..................................................................................................................................9
Bibliography.............................................................................................................................10

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Introduction
This report includes the analysis of the organization named ‘Xing’ based in
Germany.It majorly provides the digital platform for assisting individuals to connect with
people operating in a distinct corner of the country and the global world. The various digital
networks aids in seeking employment opportunities and promoting business organization.
Xing platform is leading in providing the platform for growth in Germany. This report
includes the information based on the employer branding of Xing with the application of an
appropriate model. This report also includes the Xing's company profile and other umbrella
companies. For the strategy analysis, Xing's strengths, weaknesses, opportunities, and threats
will be analysed for analysing the market position of the organization. The key purpose of the
report is to emphasize the marketing of Xing Company.
Employer branding
Dabirian, Kietzmann, & Diba conducted the study on describing the concept of
employer branding and analysis, it is revealed that it is necessary to consider the long-
standing concept for the procedure of promoting the company (Dabirian, Kietzmann, & Diba,
A great place to work!? Understanding crowdsourced employer branding, 2017). In this
approach, the employer of the organization targeted the focus group which they want to
recruit and retain. The study also revealed that it is the image of the company in the mind of
the current workforce of the organization and also key external stakeholders which include
customers, shareholders, etc. The employer brandings describe and reveal the overall
reputation and status of the employer (Tumasjan, Kunze, Bruch, & Welpe, 2020).
In this organization, the brand is using the overall procedure for linking the needs of
the organization with the requirements of the consumers. The brand is highly connected and
linked with the image of the product and services which the organization is offering in the
external environment (Theurer, Tumasjan, Welpe, & Lievens, 2018). The information is
gathered with the help of adoptingsecondary method by reviewing various existing literature
to take the opinions of different authors. The findings of the study describe that employer
branding is highly concerned through the strategies and initiatives for retention, attraction and
engagement is adopted by the organization for improving the reputation of the company
employer.

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Gilani & Cunningham also describe that the management of employer branding
becomes a significant concept in the current year (Gilani & Cunningham, 2017). This is due
to the reason because it provides a clear and real experience of employment. Verčič & Sinčić
Ćorić also demonstrate that employer brand supports the organization to do external
recruitment so that accurate and right candidate is sought by the organization for
accomplishing the goals and objectives of the organization (Verčič & Sinčić Ćorić, 2018). In
this concept, employers reveal all the attributes which make them different and also explain
the strengths, importance, and opportunities for offering employment.
Biswas, Allard, & Pousette conducted the study to provide information regarding the
significance of employee branding for the organization (Biswas, Allard, & Pousette, 2017).
The findings of the study describe that employer branding leads to increasing the capabilities
and abilities of the organization for recruiting the skilled and talented workforce in the
organization. It is due to the reason that it defines the organizational culture and describes the
overall channels of the employers which raise the brand image and provide the idea to the
employees regarding their expectations towards the company (Dabirian, Paschen, &
Kietzmann, 2019). This reveals the potential of the employees to fit in the organizational
culture and increase their motivation for applying for a particular job position.
The study reveals that employer branding leads in reducing the cost and expenditure
of the organization it is due to the reason because well-known brands should not spend more
on recruiting the employees (Mihalcea, 2017). Therefore, it can also choose from various
options and results in increasing the capability of the employer to hire more skilled in
conduct their operations in a competitive environment. Aboul-Ela also finds that through the
employer branding workforce of the organization become an ambassador and the majority of
the employees are recruited through referrals (Aboul-Ela, 2016). This supports in making the
brand stronger and reduces the advertising and marketing cost of the company.
Employer branding improves the marketing strategy of the organization therefore the
study was conducted to define the effects of employer branding (Ahmad & Daud, 2016). The
information collected is done through adopting the survey method that is a questionnaire is
developed to gather the perception of the recruiters and potential candidates. Through the
analysis, it is demonstrated that it leads to increasing the engagement of the employees
because through strong brand employee becomes more motivated and enthusiastic. This

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results in increasing the ability of the organization to make employees more motivated and
hire more satisfied employees so that the productivity of the organization will be increased.
Xing company profile
Xing is the social network for business professionals to connect, share news and seek
employment opportunities. Xing Company as founded in the year 2003 in Germany. It has
headquartered in Hamburg (Germany). It forms the part of the application software industry.
Its key competitors are Career builder, Zip recruiter, LinkedIn and many more. It has
acquired multiple companies and some of these are Honeypot, Internations, and Prescreen.
Xing has acquired Honeypot GmbH in the year 2019. It is a platform that allows individuals
to search and apply for jobs (Owler, 2020).
Additionally, it has a strong following on social media networks like Facebook and
Twitter. In the year 2019, it has 125.2K fans on Facebook and 2.6K followers on Twitter
(Owler, 2020). It allows individuals to share their vision, mission, and seek information about
job openings and new updates. The basic membership of Xing is free but it charges a sum to
provide access to core functions like searching and messaging. Thus, the core functions can
be accessed by premium members only. It develops the use of rigid privacy and no spam
policy to safeguard user’s suspicious information on its website. It demands additional proof
from the members in case they are wishing to change their name.
The company has a feasible website and the users can easily develop their profile. In
case of query, and assistance, its help center offers an effective solution to the users
concerning their query. It is an authentic website and users can develop their profile only
after gaining activation from the website (Xing, 2020). It aids the individuals to raise
business awareness, communicate with the interested users and promote the company. It
assists in attracting qualified and skilled employees to raise the company's productivity.
Xing allows the company to develop a business profile free of charge if a minimum of
five members of the company is registered on Xing. The company showcases its latest
products and share news with the followers. The company designs its profile by availing the
use of graphics, andlogos via the Xing website.

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Kununu
Xing is a market leader and it has acquired Kununu for 9.4 million euros. It was
founded by Martin and Mark Poreda in the year 2007. It is an employee assessment and
review platform that allows the employees to rate their jobs and company (working). It offers
services in multiple countries like Germany, Australia, and Switzerland. Xing Company acts
as the partner of Kununu for 2 years. The existing 30 employees have retained their jobs after
acquisition by Xing (Wautrs, 2013). It has received a fine rating for its leadership score.
Figure 1: Kununu leadership score
Source: (Comparably, 2020)
Honeypot
It is a Berlin-based developer-focused job platform launched in the year 2015. It was
founded by Kaya Taner and Emma Tracey. It has an employee strength of 112 employees and
4 thousand followers on the digital network. The total web users are 103 thousand per month
(Startupmap, 2020). Xing Company has acquired Honeypot for 22 million euros. It is the
largest acquisition in the company’s history. It provides ‘Character vitae’ and details
concerning salary, location, and programming languages advice to IT specialists. It was a
highly growing job platform in German-speaking countries. It attains a vision to help people
to follow the right career path.
The acquisition of Honeypot has enabled the company to assist its candidates in
searching for an appropriate job according to their skills and preferences (Newworkse, 2019).

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Internations
Internations founded in the year 2007 and it has an employee strength of 101 to 200.
This social network allows individuals to connect and share their valuable experiences with
fellow internationals (Pitchbook, 2020). It has headquartered in Munich. It has more than 2.7
million members in a total of 390 cities. It employs around 100 individuals from distinct
countries. Xing Company acquires the InterNations for up to 30 million euro (Ohr, 2017).
Xing strategy analysis
SWOT Analysis
SWOT is a framework to analyze the Strength, weaknesses, opportunities, and threats.
It aids the organization in minimizing the risk associated with weakness and threats.
Additionally, it aids in gaining the full utilization of future opportunities. Below is the SWOT
analysis of Xing Company:
Strengths
1. It has high recognition and reputation in the country. It has assisted the company to
retain old users and develops new users.
2. The base of the company 'career-oriented' is strong and develops an advantage to
easily seek people's attention. It acts as strong as it minimizes the marketing efforts
and costs of the company.
3. It is a platform to communicate with customers. It acts as strength as it enables the
individual to improve their social circle.
4. It allows the users to follow the business page and gets timely news and updates.
5. Its user-friendly and feasible website enables the user to easily develop their profile.

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Figure 2: Xing website
Source: (Xing, 2020)
6. The company runs different kinds of ads like basic ads, sponsored articles, sponsored
mailings, and display campaigns. Thus, the company earns a fine sum of money from
these ads and aids in improving its financial status.
7. A majority of Xing users are experienced professionals, executives or people at higher
positions. Thus, the presence of skilled and talented users improves the organization's
reputation in the market (Törnroos, 2018).
8. It helps the 16 million members to achieve a work-life balance and search for job
opportunities that align with their lifestyle. Moreover, it also improves the individual's
knowledge through its website as it provides information considering the latest trends
and changes in the professional world.
9. It has an employee strength of more than 1500. These act as strength for the company
as they enable in laying effective control over its 15 million members (Corporatexing,
2020).
10. It is offering services for more than a decade in Germany. It is perceived as highly
trustworthy and genuine by the users. It acts as a strength for the company as it aids in
gaining positive word of mouth. It improves the organization's reputation in the
market.

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11. It charges a very nominal amount from its members. Thus, its low charges aids in
attracting a large customer base towards its career-oriented social networking site
(Owler, 2020).
12. It is a service-based organization and it acts as a strength for the company. This is
because it can easily adapt to the latest trends and customer's needs and preferences.
13. Xing company employees are satisfied as the company has received a rating of 4.1
stars on Glassdoor. Additionally, it has also received several positive reviews on the
digital network (Glassdoor, 2020). It acts as a strength for the company as it aids the
company in improving reputation and attracting new employees.
Weaknesses
1. It is facing minor competition from its rivals named Career builder, Zip recruiter,
LinkedIn and many more. It is restricting the company's profit and acts as a weakness
for the company.
Figure 3: Competitors
Source: (Owler, 2020)
2. The Germans are highly-priced sensitive and it is counted as a weakness for the
company (Freshplaza, 2020). This is because it limits the company to raise the price
of its services.
Opportunities
1. It allows an opportunity for the company to increase employment opportunities in
Germany.

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2. It is gaining fine attention in Germany and it has an opportunity to expand its business
in developing countries like India.
3. Xing Company is indirectly working for social upliftment. It aids individuals to seek a
suitable job to match their skills and knowledge. Thus, it helps in improving the
employment status of Germany. It develops an opportunity to seek government
support by availing financial assistance.
4. The rising population of Germany offers an opportunity to Xing of increase in several
users (Heritage, 2019).
SOURCE: (Top Dog Social Media, 2018)
Threats
1. It attains a threat of losing market share from one of its key rival named ‘LinkedIn’.
This threat also gave rise to loss in number of Xing members (users).
2. It is a private based company and it attains a threat of employee attrition. Thus, the
Xing Company will face difficulty in managing the users in the presence of an
employee attrition threat.
3. The German government offers lo business and trade freedom to thebusiness
enterprise (Heritage, 2019). Thus, it develops a threat of facing difficulty in initiating
business practices in the international market.

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Conclusion
To conclude the report, Xing organization in Germany is a platform for providing the
network and connecting with people and it is a career oriented social networking site which
majorly focus in the market of Germany. It provides a platform to individuals, groups,
coordinators to search and connect with people.It is acknowledged that employer branding
lays high emphasis on reputation and status of the organization. It is concerned with
undertaking strategies and initiatives to raise the reputation of the company. It helps in
improving the capability to recruit skilled and talented employee for the organization. It also
improves the individual’s motivation to apply for a job position. It is analyzed that Xing
Company is a market leader and it has acquired multiple companies including Internationals
and honeypot. Its acquisition over the companies has improved its recognition, power, and
members and offered great strength to the company. The multiple strengths are analysed in
contrast to weaknesses, Opportunities, and Threats of the organization. Its key strengths
include high recognition, reputation, strong base, user-friendly website and many more. The
price-sensitive customers and presence of rivals generateweakness for the company. It can
experience the opportunity of seeking government support and business growth. It attains the
threat of losing market share and employee attrition.
Bibliography

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