XING takes the next step in its social career with Mawave as lead agency

XING is gearing up for a social media push: Since March 2026, Mawave has been the social lead agency responsible for the strategic and creative development of the brand across Instagram, TikTok, LinkedIn, Facebook, and Threads. The agency won the pitch with a clear combination of creativity, media expertise, and a focus on measurable outcomes. 

Less polish, more personality

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The mandate is clear: be more approachable, bolder, and more relevant. Not just for those currently looking for a job, but for everyone asking themselves what work should actually look like today.

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The launch proves this is more than just a statement of intent: One of the first formats tackles corporate catfishing—the phenomenon where companies promise a dream job during the application process, only for reality to hit on the first day. Handled with humor, but with real bite.

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“We know that job hunting isn't easy,” says Ramona Bedekovic, Principal Brand Marketing at XING. “We want to strengthen XING as a relevant partner in this search—with content that provides guidance, sparks discussion, and, above all, shows that we’re on your side.”

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Social-native, measurable, hands-on

Mawave is taking over cross-channel management, including editorial planning, content creation, community management, creator activations, and the development of a clear measurement framework for organic reach.

The focus is on close collaboration with the XING team: formats are developed co-creatively, content is tailored to each platform, and performance is continuously optimized. The brand is encouraged to be provocative—with attitude, humor, and a clear stance on New Work and career topics.

“XING used to be a social network; today, it’s the place for your next career move. We will strongly drive the communication of this transformation through social media—with content that is both native AND relevant,” says Till Weyerhäuser, Managing Director at Mawave.