What Trendence does

Trendence Institut GmbH is a Berlin-based, privately held Talent Intelligence and market research company operating as a wholly owned subsidiary of FUNKE Mediengruppe, a diversified German media conglomerate. Founded in 1999 and employing approximately 60 staff, Trendence has built a 25-year longitudinal proprietary dataset on the German labor market, surveying over 5.9 million individuals cumulatively across 40+ countries and gathering 60,000+ responses annually across multiple target groups (academics, specialists, students, and school students). The company monetizes this data primarily through an enterprise sales motion targeting HR, employer branding, and recruiting functions at large German employers and Mittelstand firms.

The company's core product suite comprises the HR-Monitor (an annual subscription statistics portal on employee behavior and preferences), Arbeitgeberanalyse (an €18,000-per-target-group employer brand health-check benchmarked against 400 attractive employers), Recruiting-Kompass (a data-driven recruiting strategy guide for 4,000+ occupations), Arbeitgeber-Rankings (annual employer attractiveness rankings that function as media-referenced industry benchmarks), Zertifizierungen (tiered certification programs for apprenticeship and trainee programs priced €4,950-€6,850+), and Customized Research (bespoke market research engagements). Supporting modules include Arbeitgeber-Siegel quality seals, a content and reports library, and an Academy channel offering webinars (in partnership with HeyJobs, softgarden, Cammio), a podcast (HR Data Dudes), and newsletters. Distribution is sales-led with hybrid self-service portal access for analytics products, executed through a multi-channel content engine spanning organic SEO, LinkedIn/XING/Facebook/Twitter/Instagram, email, and events.

Customer evidence is anchored by enterprise logos across energy (E.ON), retail (Lekkerland, Fressnapf), transportation (Deutsche Bahn, BVG), insurance (Die Techniker), manufacturing (STIHL, SCHOTT), and chemicals (BASF). Trendence is managed by three Geschäftsführer (Simone Kasik, Christoph Rüth, Robindro Ullah), operates from Friedrichstraße 67-70 in central Berlin, and hosts its survey infrastructure on ISO 27001-certified servers located exclusively in Germany via partners Ingress GmbH and Keyingress. Revenue, funding, and headcount trends are not publicly disclosed, and the company has no external shareholders, no fundraising history, and no M&A activity within the input data.

Name

Trendence

Legal name

Trendence Institut GmbH

Website

https://trendence.com

Company type

Private

Founded year

1999

Operating status

Operating

Headcount range

51–100 employees

Short description

Trendence is a Berlin-based B2B market research and Talent Intelligence firm serving HR and employer branding teams at large German employers, selling subscription analytics dashboards, employer brand benchmarking, recruiting strategy data, and apprenticeship certifications built on 25 years of proprietary panel research.

Ownership category

akta.pro rank

Product category

HR Market Research & Talent Intelligence

NAICS

Marketing Research and Public Opinion Polling (541910), Human Resources Consulting Services (541612), Management, Scientific, and Technical Consulting Services (5416)

SIC

Services-Management Consulting Services (8742)

akta.pro primary industry

Competitive Intelligence & Benchmarking (BPAHALAB)

akta.pro secondary industry

Talent Acquisition (Recruiting) & Applicant Tracking (ATS) (BPACAPAD)

Keywords

• HR market research
• Talent intelligence
• Employer branding
• Recruiting analytics
• Labor market data

Headquarters

HQ city

Berlin

HQ country

Germany

HQ region

Europe

Offices1 record

Markets served

GTM type

B2B

Offering type

Services

Cost components

Personnel, Operations, Technology or R&D, Marketing or Sales, Infrastructure

Revenue model

1. HR-Monitor Subscription: Annual subscription-based access to the HR-Monitor statistics portal providing data on German labor market trends, target group behaviors, and employer branding insights.
2. Arbeitgeberanalyse (Employer Brand Analysis): One-time purchase or annual license for employer brand analysis dashboards, priced at 18,000 EUR per target group, including online dashboard, 12-month license, and result workshop.
3. Certification Programs: Certification services for apprenticeship and trainee programs with tiered pricing: Basis Paket at 4,950 EUR, Kompakt Paket starting at 6,850 EUR for 2 groups.
4. Customized Research Projects: Individual market research engagements tailored to specific client needs including target group analyses, image benchmarks, and ad-hoc studies for employer branding strategy.
5. Recruiting Kompass (ReKo): Data-driven guide for efficient vacancy filling, providing recruiting strategies for over 4,000 professions in Germany based on labor market data.

Pricing tiers

Go-to-market motion3 records

Distribution channels2 records

Marketing channels6 records

Core offering

Trendence Institut GmbH operates a Talent Intelligence platform built on 25 years of proprietary market research covering the German labor market. It sells subscription-based analytics dashboards (HR-Monitor, Arbeitgeberanalyse), data-driven recruiting guides (Recruiting-Kompass), certification programs for apprenticeship/trainee programs, annual employer attractiveness rankings, and bespoke customized research projects to HR departments of German employers.

Product overview

Trendence Institut is a Talent Intelligence company with a market research core, offering a platform of interconnected products for employer branding, recruiting, and HR analytics. The core offering consists of the HR-Monitor (statistics portal for employee behavior), Arbeitgeberanalyse (employer brand health-check against 400 benchmarks), Recruiting-Kompass (data-driven vacancy filling guide), and Arbeitgeber-Rankings (annual employer attractiveness rankings). Supporting modules include Customized Research (bespoke market research), Zertifizierungen (certification programs for training/trainee programs), Arbeitgeber-Siegel (quality seals), Reports (free trend reports), and Academy (webinars, podcasts, and educational content). The platform is built on Trendence's own market research data covering over 5.9 million surveyed individuals across 40+ countries.

Differentiator

Problem solved

Functional benefit

Products and services

• HR-Monitor Subscription-based statistics portal that maps the behavior and preferences of employees in Germany, providing reliable data for recruiting, employer branding, and personnel marketing decisions across target groups including academics, specialists, students, and school students.
• Arbeitgeberanalyse (Employer Analysis) Health-check employer brand analysis tool that benchmarks companies against the 400 most attractive employers in Germany. Includes image analysis, KPI calculations, 20+ configurable dashboards, online dashboard access, 12-month license, and a results workshop, priced at 18,000 EUR per target group.
• Recruiting-Kompass (ReKo) Data-driven guide for efficient vacancy filling that determines ideal recruiting strategies for over 4,000 occupations in Germany using various labor market data, reducing vacancy costs and research effort.
• Customized Research Individualized market research service offering bespoke analyses including special target group analyses, image benchmarks, and ad-hoc studies tailored to specific employer branding requirements.
• Zertifizierungen (Certifications) Certification programs for apprenticeship (Faire Ausbildung) and trainee programs (Faires Trainee-Programm), providing objective data-based insights into program quality with interactive dashboards, benchmarking against other employers, and a quality seal upon successful completion. Tiered pricing: Basis Paket at 4,950 EUR; Kompakt Paket starting at 6,850 EUR for 2 groups.
• Arbeitgeber-Rankings (Employer Rankings) Annual rankings of the most attractive employers in Germany covering multiple target groups (students, graduates, professionals, school students), serving as orientation and benchmarks for employers, applicants, and media.
• Arbeitgeber-Siegel (Employer Seals) Quality seals awarded to employers meeting specific criteria in employer branding and attractiveness, including certifications for fair training and fair trainee programs.

Quantifiable outcome

• Identifies ideal recruiting strategy for over 4,000 professions in Germany, reducing vacancy costs and research effort
• +2 more outcomes

Named customers10 records

Segments7 records

Ideal customer profiles1 record

Technology focussed Yes

API detail

Has API

No

API docs

API detail

Core technology

AI maturity

App detail

Integration25 records

Feature4 records

Partnerships

Five partnerships are on record, tiered core and minor.

• E.ONcoreStrategic or Co-development PartnerE.ON case study customer: Trendence implemented an international HR data project in 3 months, resulting in an international data foundation enabling annual measurement of employer branding initiative successes.
• HeyJobsminorGTM or Marketing PartnerJoint webinar collaboration for Insight Reports. Partnership includes joint responsibility for data processing in webinar context under Article 26 GDPR.
• softgardenminorGTM or Marketing PartnerJoint webinar collaboration for Trend Reports. Partnership includes joint responsibility for data processing in webinar context.
• CammiominorGTM or Marketing PartnerJoint webinar collaboration for Trend Reports. Partnership includes joint responsibility for data processing in webinar context.
• FUNKE MediengruppecoreOthersParent company of Trendence Institut GmbH. FUNKE Mediengruppe is a major German media conglomerate headquartered in Essen.

Scale indicators8 records

Recent moves6 records

Expansion highlights5 records

Broad incumbents

• Glassdoor: Glassdoor operates a global employer review and salary transparency platform that produces employer attractiveness data at scale, providing a complementary/competing data source to Trendence's survey-derived employer benchmarks for the same enterprise HR audience.
• Ipsos: Ipsos provides employee, employer brand, and reputation research through proprietary panels and syndicated studies. It is comparable to Trendence in methodology (survey-based market research) but operates at vastly broader scale across all major geographies.
• Gallup: Gallup runs the well-known State of the Workplace and Q12 employee engagement research along with strength-based employer branding advisory. It overlaps with Trendence's HR-Monitor on workforce behavior data and employer brand diagnostics, but at global enterprise scale.
• Kantar: Kantar is a global market research incumbent with an Employer Brand & Workforce practice (formerly Millward Brown/Insights) offering perception studies, employer brand measurement, and HR analytics. It competes for the same enterprise employer branding budgets as Trendence but at much broader scale and global reach.

Direct peers

• Universum: Universum runs global employer brand research and student/talent preference surveys that compete head-to-head with Trendence's Arbeitgeber-Rankings and HR-Monitor. Both sell employer perception benchmarks to large enterprises using proprietary survey panels.
• Great Place to Work: Great Place to Work offers employer certification and benchmarking products nearly identical to Trendence's Zertifizierungen (Fair Training/Fair Trainee Program) plus annual 'Best Workplaces' rankings that mirror Trendence's employer attractiveness rankings, sold to the same HR buyer.
• Randstad Employer Brand Research: Randstad Employer Brand Research publishes annual cross-country employer attractiveness rankings derived from a global survey of talent, directly competing with Trendence's Arbeitgeber-Rankings and segment-specific employer perception studies.

Others

• Capterra / Get Software Recommendations: Capterra (Gartner) maintains employer review and workplace culture content used by HR buyers evaluating vendors, making it an indirect participant in employer brand intelligence that intersects with Trendence's market of HR decision-makers in Germany.

Emerging players

• softgarden: softgarden is a DACH recruiting and HR analytics SaaS vendor that partners with Trendence on Trend Reports webinars and targets the same HR/personnel marketing buyer. While it primarily sells ATS software, its employer brand analytics overlap with Trendence's HR-Monitor use cases.
• StepStone Group / kununu: kununu (owned by StepStone/NEW WORK SE) aggregates employer reviews and salary data in the DACH region, providing employer brand signals that partially substitute for Trendence's survey-based benchmarks. It targets the same HR/talent acquisition audience in Germany.

Market position

Strengths5 records

Weaknesses5 records

Competitive moat5 records

Key risks6 records

Key highlights7 records

Customer concentration

• Xx.com/trendence_de
• LinkedInlinkedin.com/company/trendence-institut

Revenue estimate

Valuation estimate

Number of profiles

Profiles4 records

Funding overview

Funding rounds

Investors

Funding detail is available on the Subscription and Enterprise plan.Contact sales →

M&A

Investments

M&A and investment is available on the Subscription and Enterprise plan.Contact sales →

Frequently asked questions about Trendence