The Challenge

Siemens operates in a highly competitive market when it comes to recruiting tech professionals, engineering professionals, and technical sales professionals. Many of the candidates they seek are being targeted by numerous companies at the same time. At the same time, Siemens is not always immediately recognized as the top employer in the tech sector.

This is exactly where employer branding comes in: building visibility, sparking interest, and positioning Siemens more strongly as an employer of choice throughout the awareness and consideration stages of the funnel.

To achieve this, Siemens deliberately used different messages for different target groups and funnel stages: In the awareness stage, the focus was more on the impact of Siemens as an employer, while in the consideration stage, the focus shifted more toward people, culture, and career opportunities.

Why Include XING as a Channel in Your Employer Branding Mix?

For Siemens, XING was particularly relevant as a channel because employer branding messages reach the right target groups in the right context there: in a professional context rather than a leisure context. In addition, there are precise first-party targeting options based on criteria such as field of work, job title and skills, company size, career stage, motivation to change jobs, work location, and salary.
 

This is particularly relevant when it comes to employer branding for roles where there is a shortage of candidates. After all, if you only become visible once a specific vacancy arises, it’s often too late. XING was therefore used as a channel to build visibility and relevance among the target groups early on.