In professional networks, the desire for more individuality prevails

In the working world, communication is more digital, but also more personal, selective and direct. Never before have there been so many podcasts, virtual spaces for exchange, and digital chats. "Inspiring dialog with others, being perceived and appreciated as an individual, being allowed to be authentic, and communicating at eye level are current desires of people in the modern working world - but also in professional networks," says Sabrina Zeplin, Managing Director of Xing. This is also shown by the network's study, which surveyed its members about their personal communication behavior and wishes in professional social networks.

More space for personal communication desired

The increased desire for more individuality is also reflected in members' communication behavior. Asked about their communication preferences, 8 out of 10 of the Xing members surveyed say they feel more comfortable in small, protected communication spaces or in individual dialog. Of those who feel more comfortable in protected spaces, around half say they would want to communicate more actively in professional networks if there were more room for individual communication.

At the same time, 67 percent of respondents believe that those people who are best at presenting themselves particularly well are most likely to be given a stage in professional networks. Only 27 percent think that professional expertise is the decisive factor.

"The traditional world of work continues to promote conformity instead of individuality and diversity. Social networks often add to this when they reinforce pure self-promotion and unreflective applause within filter bubbles. This discourages all those who are interested in authentic exchange and genuine conversation from becoming active themselves," Sabrina Zeplin is convinced. "We take our members' wishes very seriously and are already working on developing new solutions that will offer more room for individual communication in the future."

Individual relevance counts

When asked about their wants and needs, relevant job suggestions - even for those who are not looking - are at the top of the wish list for 56 percent of members, followed by the desire for suggestions from companies that are a good fit (53%) and an interest in exciting people and contacts (51%). Qualitative and relevant news content is what 45 percent of professional network members want.

The common denominator lies in the individual relevance for each member. Professional social networks thus become places of exchange, of being oneself, and of authentic presentation of the members. That's why Xing is currently working on providing its members with precisely those content offers, contact suggestions, or tips on jobs or events that will help them get ahead at that particular moment. Members should be able to benefit from genuine and enriching exchanges with their network.