For the second year in a row, Webranking by Comprend has taken a closer look at how non-listed companies in Switzerland are meeting the growing expectations of stakeholders in terms of transparency and dialogue through digital channels. Supermarket chain Migros tops the ranking from the 29 firms considered, followed by Swiss Post and Zürcher Kantonalbank.
Bilanz reported exclusively today that Migros moves up from eighth place last year to take first place with 50.7 points out of 80, obtaining the title of the best company for digital corporate communications in the Webranking by Comprend 2015-2016 Switzerland Non-Listed study, in collaboration with Lundquist. The company is followed by state-owned Swiss postal firm Swiss Post with 47 points, with Swiss bank Zürcher Kantonalbank in third place with 44.7 points. Migros is also crowned best improver.
1 in 4 of the companies analysed passes 50% of the total score (meaning they achieved more than 40 points out of a total of 80), considered the threshold for a site that meets the demands of stakeholders in terms of transparency and dialogue. No companies passed the test last year, and of those included in last year’s ranking, their scored improved by 26%. Significant improvements were also seen by Swiss supermarket chain Coop, which increased its score from 31 to 40.4 points.
Companies that achieve between 30-50% of the score find them¬selves in the “held back” category, with this number decreasing slightly from 67% to 45%, as more companies now pass the test. Those at the bottom of the ranking, who do not meet the mini¬mum content required by the market hit 34% from 33% last year.
Personalisation can put non-listed companies a step ahead of their listed counterparts
One of the key themes to emerge from the research is that Swiss non-listed companies could do more to invest in personalising the careers section of their corporate website as this remains the jobseekers top source to find out information about the company.
For example, employee testimonials are a good way of showing the jobseeker what the people within the company are like. Yet only 31% of Swiss companies present these on their site compared to 39% of their listed counterparts. In addition to this, details on the recruitment process, crucial to a jobseekers motivation to join the company, is also fairly low.
One of the top scoring companies in the careers section of this year’s research was Swiss construction company Hilti. The company’s dense careers section is packed with informative textual and multimedia content, and provides direct links to its social media channels.
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