New Work SOAR Analysis
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This New Work SOAR Analysis gives you a clear framework for understanding the company's strengths, opportunities, aspirations, and results for strategy, research, or investing. This page already includes a real preview of the actual analysis, so you can review the style and content before buying. Purchase the full version to get the complete ready-to-use report.
Strengths
Deeply rooted leadership within the DACH professional ecosystem
New Work SE's edge in 2025 is its deep DACH reach: XING serves more than 22 million professionals, giving it a strong local network in Germany, Austria, and Switzerland. That scale covers nearly half of the German-speaking professional market, which helps keep trust high and switching costs sticky. Its regional focus also shields it from global rivals that often miss local labor rules and workplace norms.
Ownership of the dominant regional workplace transparency platform
Kununu is New Work SE"s crown jewel, with over 10 million workplace reviews and salary data points as of early 2026. That scale gives the platform strong high-intent traffic, turning employer research into candidate leads for the wider recruiting stack. By owning verified employer ratings, New Work SE controls a key step in the job-seeker journey that pure-play job boards struggle to match.
High-quality B2B recurring revenue from integrated recruiting software
onlyfy bundles recruiting and talent acquisition tools into one B2B SaaS platform, which supports stable, predictable cash flow and tighter customer retention. Shifting from one-off job postings to subscriptions improves revenue visibility and embeds Company Name deeper into HR workflows. In fiscal 2025, B2B recruitment solutions accounted for over 70% of total group revenue, showing a clear move to higher-quality recurring income.
Expertise in navigating stringent European data privacy regulations
New Work SE turns GDPR compliance into a real edge because its platform is built for German privacy rules, not retrofitted around them. That matters in a market where EU GDPR fines topped €1 billion in 2024, so clients value systems that reduce legal and reputational risk. For European institutions, sovereign data handling in recruitment builds trust, and trust is a buying filter.
Operational efficiency gains following comprehensive organizational lean-out
New Work's 2024 lean-out cut about 400 roles, removing overlap between social networking and recruiting teams. By early 2026, the slimmer structure had steadied and pushed EBITDA margins to roughly 33% to 35%. Stripping legacy social features also freed capital for higher-ROI automation and AI work, sharpening execution and lowering operating drag.
New Work's DACH Scale and Recurring B2B Revenue Power 2025
New Work SE's strengths in fiscal 2025 were its DACH scale, with XING at more than 22 million professionals and kununu at over 10 million reviews and salary data points. onlyfy kept the mix shifting to recurring B2B revenue, which was over 70% of group sales in 2025. A leaner cost base also helped margins stay around 33% to 35% by early 2026.
| Strength | 2025 fact |
|---|---|
| DACH reach | >22m XING users |
| Employer data | >10m kununu data points |
| Recurring mix | >70% B2B revenue |
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Opportunities
Expansion into blue-collar and vocational professional recruitment
In 2025, Germany still had roughly 2 million unfilled jobs, with healthcare, skilled trades, and technical roles under the most pressure. XING can use a mobile-first product for these workers to tap a market beyond white-collar management and reach employers that need fast hiring. That also opens SMB demand, since many smaller firms still recruit offline and need low-cost digital tools.
Integration of proprietary generative AI for candidate matching
In 2025, New Work SE can use proprietary generative AI in onlyfy to match skills, experience, and role needs across millions of profiles, which can cut manual screening and lower time-to-hire. By using first-party data, the model can spot niche fits that broader global algorithms may miss, and for busy recruiters that means faster shortlist creation and a clearer value case.
Monetization of professional upskilling and career development services
As roles shift faster, New Work SE can turn XING into a career hub by linking profiles to learning paths and employer-backed certifications. The World Economic Forum's 2025 outlook says 59% of workers will need reskilling by 2030, so demand for integrated upskilling is real. A small fee on courses and coaching can add a scalable revenue stream while deepening user lock-in.
Capturing market share during the 'Great Retirement' in Germany
Germany's labour pool is shrinking, so employers are spending more on active sourcing to fill hard-to-hire roles. Destatis projects Germany's 20- to 64-year-old population will fall by about 3.9 million by 2035, which should keep recruiting demand tight. That gives New Work SE room to sell premium headhunting tools inside onlyfy, where talent search becomes a must-have spend, not a nice-to-have.
Geographic adjacent market growth through targeted acquisition
New Work SE can grow beyond DACH by buying niche HR or professional-network platforms in the Nordics or Benelux, where privacy rules and user habits are closer to its home market. This makes the onlyfy suite easier to scale because the core cloud stack can be reused, so expansion should cost less than building a new social network from scratch.
The 2025 opportunity is inorganic, not experimental: target markets like Sweden, Denmark, the Netherlands, and Belgium are smaller than DACH, but they are digitally mature and multilingual, which lowers product risk. A focused acquisition can add local users and revenue faster while protecting New Work SE from the heavy spend of a full greenfield launch.
New Work SE: Hiring Demand, Talent Scarcity, and Upskilling Tailwinds
In 2025, New Work SE can grow by serving Germany's roughly 2 million open jobs, using onlyfy AI to speed hiring and reach SMBs still recruiting offline. Destatis says Germany's 20- to 64-year-old population will fall by about 3.9 million by 2035, so premium sourcing stays in demand. WEF says 59% of workers need reskilling by 2030, which supports paid learning links.
| Opportunity | 2025 signal |
|---|---|
| Hiring tools | ~2 million vacancies |
| Talent scarcity | -3.9 million workers by 2035 |
| Upskilling | 59% need reskilling |
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Aspirations
Transition from a business social network to a pure jobs-first ecosystem
By 2027, New Work aims to stop being a "professional Facebook" and become a jobs-first DACH platform, pushing every social touchpoint toward hiring or career moves. That sharpens brand focus and should steer R&D only into match tools, not broad networking features. In a DACH talent market where speed and fit matter more than feed activity, that is a clear strategic bet.
Becoming the automated 'Matchmaker of Record' for DACH SMBs
New Work aims to be the default "Matchmaker of Record" for DACH SMBs, a big bet in a market with about 3.1 million SMEs in Germany. The idea is a single dashboard where an owner can post roles, screen candidates, and see ratings, cutting tool sprawl and hiring friction. If it wins this Mittelstand layer, New Work can raise stickiness and build higher-value workflow revenue, not just job ads.
Achievement of consistent revenue growth above industry averages
New Work SE wants to get back to double-digit revenue growth by pushing its higher-margin HR technology line, built on a network of 20+ million members. After years of restructuring, the 2026 test is simple: show that New Work SE can grow like a SaaS company, not shrink like a legacy platform. If it does, the market can value the business more like a growth software peer than a turnaround story.
Establishing the highest employer brand equity through transparency
Through Kununu, New Work SE wants to turn transparency into the main hiring standard in the German-speaking market. By pushing every German job listing to be measured against its review data set, it pressures firms to improve culture, since talent can compare employers against millions of ratings instead of glossy claims.
Optimization of AI-driven tools to provide 100 percent candidate fit
New Work SE's long-term goal is to remove the "irrelevant application" by using deep-profile analytics and sentiment signals from past workplace reviews to match candidates more precisely. If it works, every recruiter touchpoint should have a far higher chance of success, which would make New Work SE's tools harder to replace than generic job boards or lower-quality posting platforms.
New Work Bets on Jobs-First DACH Hiring to Unlock SME Workflow Revenue
New Work SE's aspiration is to shift from broad networking to a jobs-first DACH hiring platform, with Kununu and matching tools driving faster, higher-fit applications. The bet is clear: win SMEs, raise recruiter conversion, and turn 20+ million members and 3.1 million German SMEs into workflow revenue.
| Metric | Value |
|---|---|
| Members | 20+ million |
| German SMEs | 3.1 million |
Results
Total membership counts reach new heights of 22 million professionals
New Work reached 22 million registered professionals, giving employers a deep enough pool for niche searches and helping protect its market position. Even with the shift to jobs-first features, member engagement has held up, which suggests the platform still delivers clear professional value. That scale matters: 22 million members is the kind of base that keeps matching quality high and makes it harder for new entrants to catch up.
Achieved annual revenue growth and stable EBITDA in FY 2025
In FY 2025, New Work's revenue moved toward €320 million, with B2B SaaS as the main growth driver. The 2024 restructuring, including a 10% staff cut, appears to have improved efficiency while keeping EBITDA stable. That resilience matters because it leaves internal funding room for the planned 2026 AI initiative.
Expansion of the Kununu database to over 10 million total ratings
Kununu's database topping 10 million ratings made it a near-moat in the DACH transparency market, because no rival can match that review depth fast. That scale also lifts inbound demand for XING Jobs, since candidates check employer ratings before they apply. It has also made "Top Company" seals far more visible to job seekers across Germany, Austria, and Switzerland.
Significant uptick in 'onlyfy' B2B seat growth and client retention
New Work's onlyfy platform is gaining traction, with more than 15,000 corporate customers now using it for recruiting. That scale shows the shift from legacy B2B job postings to modern talent management is landing.
Net revenue retention stays above 100%, so existing clients are spending more over time. In plain terms, onlyfy is not just adding seats; it is deepening usage and improving client stickiness.
Realized operational savings of over €40 million through strategic focus
By ending legacy community features and low-value groups, New Work SE cut more than €40 million in annual operating costs, a clear 2025 result. That cost base helped fund a solid dividend and more investment in candidate-matching tech. With fewer fixed costs, the business is better placed to absorb weaker hiring cycles than in 2023.
New Work FY25: Smaller Core, Stronger Growth Engine
New Work's FY 2025 results show a smaller but stronger core: about €320 million revenue, over 22 million professionals, and more than 15,000 onlyfy corporate customers. Net revenue retention stayed above 100%, so existing clients kept expanding spend. Kununu passed 10 million ratings, reinforcing its lead in DACH employer transparency.
| Metric | FY 2025 |
|---|---|
| Revenue | ~€320m |
| Registered professionals | 22m+ |
| onlyfy corporate customers | 15,000+ |
| Kununu ratings | 10m+ |
| Net revenue retention | Above 100% |
Frequently Asked Questions
The company leverages a massive regional network of 22 million professionals on XING and unmatched workplace transparency via 10 million Kununu reviews. These internal assets create a robust 'DACH-first' ecosystem. By maintaining 70% revenue in the B2B segment, New Work SE uses deep localization and regulatory compliance to defend its market position against larger global platforms.
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