Content
What they want to know

Have you cleaned your corporate governance section lately?

The corporate governance section might not be the most exciting part of your website, but that’s not an excuse for neglecting it. Our survey clearly shows that the demand for this information is increasing every year. When was the last time you went through it properly?

This section is frequently visited with one clear goal: to find relevant information. Your job is to make sure that the information is easy to find and navigate.

Results from Capital Market Survey 

Disclosing insiders and their share transactions has climbed on the list of most important information since last year. Having outlined profiles for members of both Board of Directors and Group Management continues to be in the top of demanded information. Remuneration in figures along with remuneration policy is also increasing in importance, and with the media attention on this subject, keeping this data transparent is a good idea. And of course, your page for the Annual General Meeting needs to be current and detailed, as well. 

Time for a quick inventory

For updating this section, we have three questions to get you started. 

1. Navigation

Is the corporate governance section easy to navigate? Ask someone outside your company to find the list of insiders and see how long it takes.

2. Updates

Is all the content up to date? Read through all the pages and make sure nothing has become outdated. 

3. Resumes

How detailed are the profiles of the Board of Directors and Group Management? Shareholdings updated in 2015 or later, resumes and links to LinkedIn profiles are a few things that should be included.

Recommended updates from the Webranking Report

As for guidelines for what content to include, the Webranking Report is a solid source.

  • A list of insiders, including ownership, is recommended. If possible, include the most recent transactions and keep the information continuously updated.
  • For both the Board of Directors and Group Management, having the basic profiles is a good start: including their resumes, pictures, shareholdings, history with the company and links to LinkedIn profiles. For Board of Directors, it’s advised to add a presentation on how the board is composed in terms of skills, diversity, independence and age.
  • The remuneration policy is of course important, but also is presenting remuneration in figures for both executives and the Board of Directors, updated in 2015. Including details about stock options for management would also be valuable.
  • The AGM section would benefit from including the complete minutes from the latest AGM, in HTML or PDF, as well as additional material, such as images and video of speech.

The importance of CSR information

CSR related questions get more and more attention in media. According to our survey of the capital market, CSR information appears to be considered the least important part of a corporate website. Is this actually true? Let’s take a look at what the data could mean.

Behind the numbers

The general view seems to be that the content is alright, but not exceedingly important. When asked to rate the importance of a number of CSR related items on a corporate website, the capital market seemed to find most of it less than crucial. Tax payments per country in numbers was the item that did stand out, where 51% found it very important. 

Average importance (ranging 1-5, where 5 is very important)

3.33

Tax payments per country in numbers

3.09

Latest CSR report on website

3.07

Code of Conduct/Ethics policy

3.04

Explaining how the company works with anticorruption

3.04

CSR strategy

Regarding the CSR report, 61% of the respondents replied that they do not access the information in CSR reports. A slight increase since last year, when 58% gave the same answer. The number sounds high, but the current trend is to integrate the information into the Annual Report - not to have it separate. 

This could also give the impression that the capital market lacks interest in CSR, but when talking to CSR specialists, the reason could also be due to companies having a history of not communicating these items very well.

One indicator that CSR is growing in importance is the fact that the organisation PRI (Principles for Responsible Investment), the world's leading proponent of responsible investment, has been growing steady for the past ten years.

What can you do?

There’s no denying that companies need to work with both their CSR and how they communicate their actions. According to Hallvarsson & Halvarsson's CSR specialist Carina Silberg, there are a few things you can do to help the capital market to access the information easier.  

  • Make the connection between CSR and the business clearer. Show how it drives profitability and growth, how it contributes to a more efficient operation and decreases risks. 
  • Adjust the sustainability information in the investment story.
  • Link relevant sustainability information to the IR pages to communicate the importance, and how.

Put your effort into transparency and accessibility 

It’s tempting to prioritise new tools and creative campaigns. Especially when those activities get most of the attention, both internally and in media. But on your never-ending list of things to work on for your corporate website, it’s worth taking a step back and reviewing your priorities.

Grand videos and impressive animations can be great for building your brand, and are often requested internally. After all, as an employee, you have the advantage of spending most of your days absorbing knowledge about the company you work at. The basics do not seem as important - everybody already knows about those things, right? This makes it easy to dismiss critical information and functions from your target groups. 

What may seem obvious and not important to one person, might be of great priority for somebody else. 

When we asked the capital market what they found important on a corporate website regarding financial reporting, items such as having an archive of annual and interim reports ranked highly, and at the bottom you can find financial overview in video or animated infographics, with an average importance grade of 2.8 out of 5. 

Rating importance of financial reporting on corporate websites

4.53

Latest annual report in PDF

4.48

Latest interim report in PDF

4.46

Archive of annual & interim reports

3.66

Latest online annual report

3.54

Latest online interim report

Rating importance of media related information on corporate websites

Similar trends were seen regarding both media and financial information.

4.23

Archive of press releases

4.21

Ability to filter press releases by time and category

3.84

Archive of news articles

3.73

Email subscription possibilities

3.73

Webcasts and webcasts archive

Rating importance of financial information on corporate websites

4.39

Financial presentations from summits, AGMs etc (PowerPoint, PDF)

4.22

Financial targets

4.16

Overview of financial key figures

4.16

Financial outlook (what is expected to happen in the near future)

4.12

Financial calendar