By Caroline Becker
The Swiss business weekly Bilanz reported exclusively today the findings of the latest Webranking by Comprend 2016 Switzerland Non-listed edition in collaboration with Lundquist. The findings reveal that the gap between companies who strive to communicate credibly and those who fail to provide adequate information is widening.
State-owned entities are improving their transparency in online comms with Swiss Post clinching first place with 50.7 points, and Swiss railway provider SBB in third place with 47.6 points. Zürcher Kantonalbank, up from third place last year, takes second place with 48.5 points. It is positive to see these state-owned companies in the top three, as operating with taxpayers money takes on an increased expectation for transparency.
Why invest in corporate communication?
The advent of the internet has increased the demand for easily accessible information, with more and more people, especially the millennial generation, demanding to know what really lies behind the products and services they buy. This phenomenon has led non-listed companies to take transparency and openness on major digital channels more seriously as they compete directly alongside their listed counterparts to gain the confidence of their high demanding consumers.
A number of companies have seen their scores improve this year, especially discount supermarket chain Denner, perfumer Firmenich and equipment manufacturer Liebherr, which improved by 11.6, 10 and 9.8 respectively.
Gap of credible communicators widens
The number of companies in the ranking this year has grown significantly, taking it from 29 companies last year to 40 today. Eleven Swiss non-listed companies pass the test (above 50% of the score), up from 6 last year. The average number of points achieved by the companies is 32.6 points (40.8%), up from 31.4 points (39.1%) in 2015.
Companies that achieve between 30% and 50% of the maximum score find themselves in the “held back” category, with this number staying the same as last year at 48%. Those at the bottom of the ranking, who do not meet the minimum content required by the market, hit 25%, down from 31% in 2015.
Despite the overall pass rate increasing, and the failure rate decreasing, individual company scores continue to show an increasing gap between those investing time and energy in their online comms, and those who are struggling to meet their stakeholders’ demands. The top performing company, in fact, outperforms the lowest scoring company by a staggering 39.5 points.
Full Switzerland non-listed result list here
Download the Swiss non-listed executive summary
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Webranking is Europe's leading survey of corporate websites and the only global ranking that is based on stakeholder demands. By identifying what the corporate audiences expect, we can help companies identify how to improve their corporate website content to better meet stakeholder needs.