Kununu: More Insights For HR, And a Big Employer Branding Opportunity

Of the hundreds of employer branding technologies out there, our HR Expert Council chose to highlight Kununu for a few specific reasons.

First, What is Kununu?

Kununu is a European based (we’re guessing that is why the name is so confusing…) online review site similar to Glassdoor. It’s a massively profitable subsidiary of Xing, the publicly traded LinkedIn of Europe.

A few years ago, Kununu set up an office in Boston, and started building a US based presence.

Why Highlight Kununu?

Kununu is a lot more than the Glassdoor of Europe. HR leaders we talk to like it for a few reasons:

  • In Depth Insights: Kununu collects loads of data on culture. They aren’t just asking for pros/cons of working at a company, they are asking 19 different questions of each employee - and then turning this information into actionable data, similar to how a Glint/CultureAmp would work - but with the added bonus of being an employer branding platform.

  • Online Reputation Management: Kununu’s platform is a chance to start fresh with a snapshot of your current culture, without all the baggage that comes with review sites ex-employees have been complaining on for years. By claiming your company profile, your Kununu page will rank on Google when job seekers research you, and give them an updated version of your company culture.

Here’s the Catch!

The big knock against Kununu in the US is that there isn’t a ton of traffic. According to SimilarWeb, Glassdoor has around 45 million monthly unique visitors in the United States. Kununu has 4 million monthly uniques, but only around 200,000 of them are in the US, from what we can tell (again, thanks SimilarWeb for the data). The vast majority of their traffic is still in Germany.

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Our Advice

Despite a smaller US presence, we recommend claiming your Kununu profile. It’s free, you can increase your online reputation with job seekers, and start to get some pretty cool insights into your company culture. Plus, their US presence is small but growing.

Have an opinion, or want to join our HR Expert council, give us a shout!