There are business connections that are made over coffee and small talk at trade shows, and others that are formed in a completely different setting these days: on LinkedIn, while scrolling through your feed, with a “Like” on the right post.
What used to be a business card is now the Company profile on LinkedIn or Xing. And if you’re not visible there, you’re missing out on more than just a little reach—namely, potential customers, job applicants, and valuable business contacts. It’s time to turn your profile from a digital storefront into a real business booster.
LinkedIn & Xing: An Overview of the Most Important Business Networks
Most companies today have a presence on multiple social media channels. Two are particularly relevant for the business world: LinkedIn, the best-known international business network, and Xing, which is especially widespread in the DACH region. While Xing has a more regional focus, LinkedIn stands out with its global reach and steady growth since 2009.
And this growth is impressive: According to LinkedIn, the platform now has over 850 million registered users in more than 200 countries—about 18 million of whom are in German-speaking countries. Monthly visits to the platform total over 1.7 billion worldwide.
Why Professional Networks Are Worth It for Your Business
On LinkedIn and Xing, you’ll primarily encounter a highly qualified audience: professionals, decision-makers, potential customers, and promising young talent. Thanks to this natural pre-selection process, you can reach your target audience in a much more targeted way than on traditional social media channels—ideal for acquiring new customers. acquire and strategically expand your network.
At the same time, (potential) customers and job applicants can scrutinize your online presence at any time. An active, well-maintained social media presence therefore directly enhances your image—both as an employer and as a trustworthy company.
3 Steps to a Strong Company Profile
Just creating a profile and logging in every now and then isn't enough if you really want to use social media as a marketing tool. These three steps will help you build your business profile effectively.
1. Set Goals and Coordinate Actions
Before you get started, it’s worth asking: What exactly do you want LinkedIn or Xing to do for your company? Recruiting, employer branding, showcasing your company culture, or improving your image—the right strategies will vary depending on your goals.
2. Set up your profile completely
When creating your profile, make sure it’s complete: All information should be up to date and included in the profile. And very importantly—connect your employees to the company profile so your network can grow right from the start.
3. Stay Active
Once you’ve set your goals and configured your profile, it’s time to stay consistent. Post news from your company regularly, share expert articles, or offer a glimpse behind the scenes with „behind-the-scenes“ insights. To make sure you don’t run out of ideas, it’s worth Automated Communication Planning, which delivers your messages at the right time—even outside of social media.
"Hello Again" on Social Media: Networking in the Digital Age
We, too, are on LinkedIn and Xing active – in addition to our Blog, Facebook, Instagram and YouTube. Both platforms help us make new connections, expand our network, and stay informed about the latest trends and developments—they’re indispensable, especially in the B2B sector.
But one thing is also clear: Maintaining a profile takes time. If you don’t have the resources for regular, active networking, it’s often enough to treat your profile like a digital business card—complete and up-to-date, but without feeling pressured to post every day.
Conclusion: Use LinkedIn and Xing as a Key to Success
LinkedIn and Xing have become indispensable in the business world. LinkedIn, in particular, is becoming increasingly important thanks to its global reach and is ideal for making initial contact with new business partners.
Here’s what’s important: A good profile requires clear goals, completeness, and ongoing maintenance—then LinkedIn and Xing will go from being a nice-to-have channel to a real growth driver for your business.
FAQ: Frequently Asked Questions About Social Media Marketing with LinkedIn & Xing
What is the difference between LinkedIn and Xing?
LinkedIn is the leading international business network with a global reach, while Xing is used extensively, particularly in German-speaking countries.
How many people use LinkedIn?
According to its own figures, LinkedIn has over 850 million registered users in more than 200 countries, about 18 million of whom are in German-speaking countries.
What is social media marketing on LinkedIn and Xing good for?
Both platforms are particularly well-suited for recruiting, employer branding, customer acquisition, and building a professional corporate image.
How often should a company post on LinkedIn or Xing?
There’s no set rule—what matters is consistency. If you don’t have much time, you should at least keep your profile complete and up to date.
How do I get started with a successful company profile?
First, set your goals, complete your profile, and then stay active—by posting your own content, sharing expert articles, and offering behind-the-scenes insights.
