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How companies work with Web Management

This year’s Web Management survey by Comprend revealed some of the communication challenges that corporate communications teams meet, as well as the thoughts about the upcoming GDPR. The survey gathered 83 responses from a wide variety of publicly traded European companies and the survey had 60 questions covering themes such as UX, GDPR, social media and content management.

Lack of resources and skills

An internal challenge that the survey brought up, is a lack of resources within the team that manages their corporate communications. Teams are often small and consist 1-3 employees according to 70% of the completed surveys. Despite this fact the work load for the communication departments has increased and new skills are required.

SEO is one example mentioned by the respondents, as one of the tasks that take time and the resources are limited. The corporate communication departments are eager to develop their skills and 44% of the respondents mentioned analytics as an area which they would like to add to their teams.

Analytics not utilized to its full potential

Although with analytics being a key focus within these companies, most of the respondents still don’t utilise it fully. The main purposes for using analytics according to the respondents are the following:

  1. Measure the number of followers
  2. Help to prioritise content
  3. As a guide for setting KPI's

The majority of respondents use Google Analytics (free version) for this. The survey also shows an increase in the use of Hotjar, this can be used not only for web statistics but also for heatmaps, showing where visitors have clicked. Analytics helps companies to understand user behaviour and when combining analytics with user research, companies can use this as an aid to meet stakeholder requirements.

Engaging content for diverse group of stakeholders

From a content perspective, respondents brought up how companies understand the need for engaging content, but meeting user needs is challenging for them. Especially, the needs of journalists and analysts. The respondents highlighted how they would need more insights on what kind of data and what aspects to highlight on corporate sites to meet the requirements of such a diverse group of stakeholders.

Millennials impact on corporate communications

The impact millennials are having on corporate communication came up in the survey as a challenge for this year. 51% of the respondents mentioned millennials as a trend that will impact their corporate communications and the key to understand them is to be data driven and keep the focus on the user experience, as mentioned in our article Understanding the millennials. But how millennials, as digital natives, will change communication and when can we see these change on corporate sites’, remains uncertain.

Social media used to share news about the company

When focusing on the passive and active job seekers, social media channels have been competing with corporate sites and the question arises, which channels should be prioritised? For now, social media is often used to share news about the company, for recruitment and as a channel to engage with the company. The corporate communication’s teams are mostly the ones responsible of social media and the top three channels among the companies were Twitter, LinkedIn and Facebook.

The corporate website still most prioritised

According to 96% of the survey responses the corporate website remains the most prioritised channel for corporate communication. The use of LinkedIn has seen an increase from last year with 75% of the respondents rating LinkedIn as the second most prioritised channel together with press releases.  

Which channels do you prioritise to reach your corporate target groups? 


Corporate website


Press releases


Corporate LinkedIn


Annual reports


Corporate Twitter


Corporate Facebook



About the respondents

What kind of company do you work for?

The respondents represented large listed companies, or medium-sized listed companies (according to their own definitions). Some of the companies, that have taken part were BASF, Dana Petroleum, Deutsche Post DHL, Generali, KBC, LAfargeHolcim, Metso, Skanska, Telefónica, TIM, Valmet and Vinci.

Listed company, large
Listed company, medium
Privately held company
Listed company, small
State-owned company

How many full or almost full-time employees work on your's company's corporate website?

In most of the companies, only one person worked with the corporate website. Among large, listed companies, it was more common for 2-3 people to work with the website.

1 employee
2-3 employess
4-6 employees
7-9 employees
10+ employees
0 employees
I don't know

Minor increase on budgets

A quarter of the respondents saw an increased budget for their digital corporate communications compared to last year, but most claimed to have the same budget.

Budgets are mainly spent on corporate website development and maintenance, followed by content. Those who had a larger budget this year seem to have chosen to increase their spend on website development.

No, it's the same
Yes, it's bigger
Yes, it's smaller
We don't have a budget
I don't know

By Anna Dunder & Helena Wennergren

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