Who are New Work SE's primary HR and recruiting customers in the DACH region?
New Work SE targets HR leaders and recruiters at mid-to-large employers in Germany, Austria, and Switzerland. These customers matter because regional hiring demand rose in 2025, and strict EU data rules favor local platforms that convert talent signals into paid recruiter tools.
Core customers buy recruitment SaaS and employer-branding services; demand concentrates in tech, healthcare, and manufacturing. See product details in New Work Business Model Canvas.
WWho Is New Work Built For?
New Work SE is built for B2B recruiters and professional job seekers across the DACH region, focusing on employers who pay for recruiting tools and the XING members seeking career visibility.
Core customers: Recruiters and Employers
B2B recruiters and employers form the core customers of New Work: over 20,000 paying corporate clients-SMEs to DACH multinationals-use the onlyfy talent acquisition platform and drive roughly 70% of group turnover in 2025/first quarter 2026.
Secondary customers: Job seekers and workplace reviewers
On the user side, approximately 22.5 million XING members-white-collar professionals, specialized workers, and university students-use the platform for visibility; kununu contributes over 10 million workplace insights, serving employees focused on employer reputation.
Customer type and market role
New Work serves a mixed market: principally businesses (recruiters, HR professionals, employers on New Work platforms) as revenue customers, plus a large consumer base of job seekers using XING and kununu for career and employer research.
Most important commercial segment in 2025-2026
The most commercially important segment is paying B2B recruiters and HR teams using the onlyfy platform: 20,000+ corporate clients in the DACH region produced the majority of 2025 revenue and remain the primary target for growth and product investment. See Mission, Vision, and Values of New Work Company for strategic context: Mission, Vision, and Values of New Work Company
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WWhat Do New Work's Customers Care About Most?
Core customers of New Work care most about rapid, high-intent hiring outcomes and trustworthy candidate experiences. Recruiters need local, high-quality talent pools and efficient funnels; candidates seek purpose-aligned roles, data sovereignty, and transparent employer signals.
Faster, higher-quality hires
Recruiters using New Work demand reduced time-to-hire for specialist roles in engineering, healthcare, and IT; in 2025 clients cited average target reductions of 20-35% in hiring time thanks to the onlyfy suite's matching and pipeline tools.
Practical buying drivers: efficiency and local compliance
Employers on New Work platforms choose the service for measurable funnel efficiency, local candidate reach, and GDPR-aligned data handling; HR professionals New Work solutions buyers prioritize integrated employer branding and compliance over lower-cost non – EU alternatives.
Emotional appeal: purpose and trust
Job seekers on XING and kununu prioritize roles that match values and purpose; transparency from Kununu reviews increases candidate trust and conversion, boosting application intent for employers who surface authentic feedback.
What customers value most: matching quality and brand transparency
Core customers of New Work prize sophisticated matching algorithms, local relevance, and integrated employer-brand signals; these features together drive higher interview-to-hire ratios and better role fit in tight labor markets.
Loyalty and repeat demand drivers
Retention comes from persistent local talent pools, reusable pipelines, and measurable ROI; businesses-from startups to enterprise customers of New Work solutions-renew when time-to-fill and quality metrics improve quarter over quarter.
Why customers choose New Work
New Work wins because it combines GDPR-compliant data sovereignty, local market depth, and employer-brand integrations that together lower hiring friction; see Product Growth of New Work Company for related metrics and market context.
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WWhere Is Demand Strongest for New Work?
Demand is strongest in Germany, driven by mid-sized Mittelstand firms that generate the bulk of New Work SE revenue and user activity; sectors with acute labor shortages-renewables, digital infrastructure, and specialized manufacturing-show the highest hiring intensity.
Primary Market: Germany and the Mittelstand
Germany accounts for over 80% of New Work revenue and platform traffic in 2025, with the Mittelstand (companies with 50-500 employees) representing the largest concentration of core customers of New Work because they rely on regional reach and local candidate pools.
Secondary Demand Areas: Sector Hotspots
Demand is meaningful in sectors facing shortages: renewable energy firms, digital infrastructure providers, and specialized manufacturing together drove a >+15% year-over-year rise in job postings on New Work platforms in 2025.
Where New Work Is Strongest: Platform Reach and Revenue Mix
New Work is strongest in regional dominance (XING in DACH and kununu employer reviews), with recruiting advertising and subscription products to employers on New Work platforms comprising ~65% of commercial revenue in FY2025.
Where Demand Is Growing Fastest: Younger Hires and kununu Engagement
kununu engagement surged in 2025 as Gen Z and Millennials entering mid-management demand transparency; reviews and salary-benchmark traffic rose by ~30%, pushing recruiters using New Work to prioritize employer branding.
See additional context in Customer Acquisition of New Work Company for data on New Work target audience, New Work customer segments, and how recruiters use New Work platforms.
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HHow Does New Work Broaden Appeal Without Losing Focus?
New Work SE broadens appeal by folding Kununu employer reviews into onlyfy recruitment workflows, expanding into HR software and workforce analytics while keeping its professional networking DNA.
Audience Expansion via Adjacent HR SaaS
New Work targets recruiters using New Work and HR professionals New Work solutions by embedding Kununu review data into onlyfy, entering the HR software market without mass-market social features. This creates a B2B SaaS-enabled marketplace that added employer-side revenue streams and attracted enterprise customers of New Work solutions in 2025.
Retention of the Core Base on XING
XING's professional networking tools remain focused for job seekers and professionals, keeping New Work target audience engagement high by pruning non-core groups and events. Active monthly users concentrated on career-related features improved platform relevance for recruiters and employers on New Work platforms.
Loyalty and Deeper Customer Usage
Closed-loop data flow-Kununu reviews feeding onlyfy recruit workflows-increases ecosystem stickiness and repeat demand; renewals rose as HR managers choosing New Work services embedded the tools in hiring processes. This cross-product usage raised customer lifetime value among core customers of New Work.
Strongest Growth Lever: Data-Driven Recruitment
The main growth lever is integration: recruiters using New Work gain actionable employer insights from Kununu inside onlyfy, driving paid adoption. By 2026 New Work stabilized EBITDA margins in the 25 to 30 percent range, showing regional depth in recruitment advertising and HR analytics outperformed broader social breadth.
For context on governance and strategic direction see Leadership and Ownership of New Work Company.
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Frequently Asked Questions
New Work's core customers are B2B recruiters and employers. The blog says over 20,000 paying corporate clients use the onlyfy talent acquisition platform, and these clients drive roughly 70% of group turnover in 2025/first quarter 2026. They range from SMEs to DACH multinationals.
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