What are Mission Vision & Core Values of New Work Company?

How is New Work redefining recruiting and employer branding?

In the DACH labor market shift, New Work SE redirected from social networking toward a B2B recruiting and employer-branding focus in 2024–2025. This pivot addresses labor shortages and AI-driven hiring needs while leveraging its portfolio to capture enterprise value.

By July 2025 the company reports over 70% revenue from recruiting and talent solutions, aligning mission and vision with the New Work movement’s emphasis on autonomy and community to compete with global platforms.

What are Mission Vision & Core Values of New Work Company? Explore strategic positioning and market forces in New Work Porter's Five Forces Analysis.

Mission: To enable a better working life for professionals in the DACH region by increasing transparency, matching cultural fit, and streamlining recruitment through data-driven services.

Worker-first transparency

Platforms like kununu publish employer reviews so employees can make informed choices.

Cultural-fit matching

XING recommends roles based on culture and professional fit, not only skills.

Recruiter enablement

The onlyfy brand (2024–2025) consolidates recruitment tools to address talent shortages.

Customer-centricity

Strategy now balances serving talent and recruiters to maximize marketplace efficiency.

Operational focus

Projects not improving the professional ecosystem are deprioritized; non-core social features were divested.

Regional scope

Primary market focus remains the DACH region while scaling B2B recruiting solutions.

To define New Work Company mission statement: the company prioritizes employee empowerment, recruiter efficiency and DACH-market impact, reflecting in revenue mix where HR & recruiting services accounted for a majority of service revenue in 2024.

Relevant resources: Target Market of New Work

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New Work Company vision is to create a labor market where individuals fulfill their potential, matching people to meaningful roles through psychometric and AI-driven tools, addressing talent shortages and improving long-term retention.

Purpose

To enable meaningful work by aligning individual strengths with organizational needs across the DACH market.

Strategic focus

Concentrated on B2B E-Recruiting since 2024, investing in AI and psychometrics to deepen matches over scale.

Impact metric

Targets improved hire retention and fit; platform enhancements aim to reduce time-to-hire and increase retention by double digits.

Market context

Responds to a shrinking German working-age population projected to decline through 2030, making talent-quality critical.

Technology

By 2025 integrated AI matching beyond keywords; leverages data to surface role-culture fit at scale in the DACH region.

Financial alignment

Restructuring in 2024 refocused resources on higher-margin B2B services to stabilize revenue and improve unit economics.

New Work Company mission: to transform hiring into a purpose-driven match that improves work fulfillment, retention, and company culture using data and AI.

Core values include respect for individual potential, evidence-based hiring, long-term partnership with clients, transparency in matching, and regional specialization in DACH markets.

Key facts: German working-age population projected declines through 2030; company pivoted in 2024 to B2B E-Recruiting; AI/psychometric integrations rolled out by 2025; focus on improving retention and fit to drive long-term value.

Read more about revenue and model: Revenue Streams & Business Model of New Work

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New Work Company core values shape internal culture and external conduct, creating a unified, innovative, and accountable organization. These principles guide product integration, strategic choices, and day-to-day behavior across brands and teams.

We are one

Collaboration across brands like XING and kununu drives integrated product development and shared data use, ensuring a cohesive user experience and richer analytics for strategists.

We are bold

Willingness to make difficult structural changes—such as the early‑2024 reduction of about 400 jobs—enables faster pivots and focus on high‑growth areas versus larger rivals.

We are curious

Continuous learning and rapid adoption of generative AI improve job descriptions and candidate outreach, helping keep platforms current in a fast‑moving market.

We are owners

Decentralized decision‑making empowers product managers to act with entrepreneurial responsibility, speeding iterations based on user feedback and strengthening accountability.

Read on to see how the New Work Company mission and vision translate into strategic decisions and financial priorities; for background, see Mission, Vision & Core Values of New Work.

Values: New Work SE operates under core values that foster ownership and innovation. We are one — cross‑brand integration (XING, kununu) informs products and data. We are bold — ~400 job cuts in early 2024 refocused resources. We are curious — rapid generative AI adoption enhances offerings. We are owners — decentralized teams act like entrepreneurs.

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Mission and vision shape New Work Company’s strategic choices by defining long-term goals and prioritizing resources toward products that improve professional lives. These statements guide investments, partnerships, and operational targets across the organization.

Mission, Vision & Core Values — Snapshot

The mission focuses on enabling better working lives; the vision commits to meaningful work for all; core values drive trust, innovation and customer-centricity.

• Mission: enable better working lives through professional networking and recruiting solutions
• Vision: make meaningful work accessible and sustainable for professionals
• Core Values: trust, innovation, customer focus, inclusivity, and responsibility
• Operational focus: move from consumer ads to B2B subscription-led recruiting services

Strategic Influence

The mission and vision are primary catalysts for corporate strategy, directly prompting a shift to the onlyfy Talent Acquisition Platform and a B2B revenue model.

Financial Impact

By 2025 the E‑Recruiting segment became the financial engine, with B2B subscription revenue targeted to grow in the mid‑single digits amid weaker ad and premium membership income.

Leadership Alignment

CEO Petra von Strombeck and leadership link recruiting focus to the core purpose: helping people find meaningful work, as emphasized throughout 2024 communications.

Partnerships & Ecosystem

Partnerships with educational institutions and HR tech startups reflect the New Work philosophy and support talent pipeline and platform adoption.

Operational Governance

Management‑by‑objectives ties departmental KPIs to mission outcomes, ensuring daily operations support the vision across products and services.

Member Impact

The strategy centers on enhancing value for the platform’s 22 million XING members by improving hiring outcomes and professional networking.

Read how these guiding principles translate into concrete Core Improvements to Company's Mission and Vision next — explore practical changes and metrics aligned to the strategic shift.

Influence: The mission and vision statements are the primary catalysts for New Work SE’s overarching business strategy, driving the shift toward a B2B‑centric revenue model and development of the onlyfy Talent Acquisition Platform. By 2025 the E‑Recruiting segment became the company’s financial engine, offsetting declines in ads and premium memberships, with B2B subscription revenue targeted to increase in the mid‑single digits. Leadership, including CEO Petra von Strombeck, tied these pivots to the purpose of helping people find meaningful work; 2024 communications emphasized recruiting as the key path to that vision. Partnerships with educational institutions and HR tech startups reflect New Work beliefs; day‑to‑day operations use a management‑by‑objectives framework linking departmental goals to the mission of enhancing the professional lives of 22 million XING members. Brief History of New Work

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Four focused improvements can make New Work Company's mission, vision and core values more future-ready and globally competitive. These changes should integrate AI, sustainability, and a global-local work model while preserving regional strengths.

Integrate AI into the mission

Refine the New Work Company mission to explicitly include AI and digital transformation, for example: 'Empowering the human-AI synergy for a better working life', reflecting 2025 realities where AI-driven recruitment tools dominate candidate experience.

Adopt a global-local vision

Expand the New Work Company vision to embrace a global-local hybrid model to capture cross-border remote talent flows and compete with platforms that report multi-regional user growth exceeding 20% annually in 2024–25.

Embed explicit sustainability goals

Add 'We are sustainable' to New Work Company core values and set measurable ESG targets (eg, net-zero scope 1–3 by 2035), aligning with investor expectations and ESG-linked financing trends in 2025.

Clarify purpose and measurable principles

Define New Work Company purpose and beliefs with concrete KPIs (user engagement, DEI metrics, revenue per user) and publish a core values document to improve transparency for investors and talent; see Owners & Shareholders of New Work for related governance context.

Improvements

New Work SE's mission currently centers on the individual's working life but should explicitly reference AI and digital transformation to stay relevant in 2025; a proposed mission: 'Empowering the human-AI synergy for a better working life'.

The company's regional strength in the DACH market is notable, but competitors with global missions capture remote talent growth; expanding the New Work Company vision to a global-local hybrid will address cross-border hiring trends.

Adding an explicit sustainability core value like 'We are sustainable' and setting targets (eg, net-zero by 2035) aligns New Work Company core values with institutional ESG requirements and broadens investor appeal.

Publishing a clear core values document with measurable KPIs answers 'Where to find New Work Company core values' and helps explain New Work Company vision and mission, improving transparency for stakeholders seeking 'New Work Company statement of purpose and values'.