How Siemens Uses XING to Reach Relevant Tech Audiences Early in the Funnel
The Results
- 6 mailings
- +3 min. time spent on career pages
- 4% application rate
- Always-on XING Ads
„In the highly competitive tech job market, it’s not enough to make your presence known only when a specific position needs to be filled. The key is to reach relevant target groups early in the funnel with the right employer branding messages. That’s exactly what we’ve built together with XING and Mediaplus.“
Lisa Sander
Employer Branding and Communications Manager
Siemens AG
The Challenge
With 67,000 attendees, the OMR Festival is a must-attend event for Hamburg’s marketing, digital, and tech communities. In the final stretch leading up to the event, the goal is to engage decision-makers and industry professionals in a targeted way: selling tickets, announcing speakers and the program, and raising awareness of limited-capacity masterclasses.
At the same time, the goal is to build reach and demand for OMR Education’s reports and professional development offerings (reports, professional development offerings) and to attract new listeners to the OMR Podcast with Philipp Westermeyer through Podstars by OMR.
The common thread: reach in a business context plus targeted outreach by industry, role, and job title.
How OMR Generates More Leads with XING Mailings
OMR has been using XING for many years as an integral part of its marketing mix to precisely reach B2B target audiences. Targeting is based on industry, career level, field of work, job titles, and skills.
Building on this, a media mix planned for the entire year was implemented. The campaign combined:
- Multi-stage XING email campaigns (intensified leading up to the festival)
- A/B tests and personalized subject lines for continuous optimization
- Reminder emails to reactivate leads when the sales opportunity is right
- Complementary XING Content Ads in industry newsletters to boost reach and frequency between waves
- For the first time, ads in XING AdManager to specifically promote the OMR Festival
By integrating XING Mailings, Content Ads, and XING Ads, a consistent full-funnel communication strategy was created, rather than isolated, one-off measures. This allowed OMR to build awareness, deepen interest, and measurably support the goals of OMR Festival, OMR Education, and Podstars by OMR.
The extra €500 starting credit for all XING advertising formats.
From Awareness to Application: Siemens’ Always-On Talent Funnel
The campaign was designed as an "always-on" initiative to maintain Siemens' visibility over an extended period through ads on XING. Later, XING mailings were also used to directly engage relevant target audiences in an eye-catching way.
XING Mailing
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in addition, to the target audience's inbox
XING Content Ads
in the industry newsletters
XING Ads
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„We started with website ads, then added video ads, and later expanded to email campaigns. What was particularly impressive was that we were able to continuously refine the campaign in collaboration with XING and saw consistently strong performance metrics throughout.“
See-Yeong Bak
Senior Media Planner
Mediaplus Group
Results
The XING campaign had a measurable impact throughout the entire recruiting funnel:
- Up to 35% of career page traffic came from XING
- Average time on page: over 3.5 minutes
- 62.5% conversion rate on “Learn more”
- 4% application rate
- 0.49–0.62% ad CTR, significantly above the XING benchmark
- 42% email open rate, above the XING benchmark
- 0.94% email CTR, significantly above the XING benchmark
Conclusion & Outlook
Siemens demonstrates how employer branding and recruiting performance can be effectively combined. Through a targeted approach, consistent visibility, and the use of various XING advertising formats, Siemens reaches relevant tech talent throughout the entire recruiting funnel.
An Overview of the Products Used
