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Webranking by Comprend Switzerland’S Largest Listed Companies

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Webranking by Comprend Switzerland’S Largest Listed Companies 15th edition 2018-2019 WEBRANKING BY COMPREND SWITZERLAND’S LARGEST LISTED COMPANIES An eagle-eyed snapshot into how companies are communicating to their stakeholders via their corporate website and digital channels. The report unveils the latest communications trends, best practice examples and razor-sharp insights for corporations navigating the digital realm today. Europe’s leading survey of corporate websites Swiss edition and the only global ranking based on stakeholders demands conducted by Webranking 2018-2019 Results this year mark a turning point: communicating values and beliefs to gain credibility and trust is key 2018-2019 Webranking for Swiss digital corporate communications Since the early ‘00s, when we released the first edition of the Webranking research, we investigated the gap between Swiss companies and their European counterparts The research at a glance in terms of digital corporate transparency. The stellar results this year mark a turning point for us. nd international edition We believe that Webranking has made a strong 22 contribution in fostering a culture of transparency in Switzerland. Swiss companies have now reached a good level of disclosure on their digital platforms, andit is now th Swiss edition time to raise the bar. 15 The challenge for Swiss companies now is not only to engage in transparent communication, butto ensure that companies ranked an emotional connection is made through content to 55 in Switzerland boost engagement with different audiences. In this, corporate communication plays an essential role. companies ranked globally Our goal is to support companies in this new phase, shifting 900+ the focus from dry disclosure to effective communication. Companies need to be able to create a coherent and convincing narrative, supported by objectives and backing total points of the protocol intentions with clear actions. It is no longer enough to covering all aspects of 100 corporate communication present who the company is today, but instead where the company is going, providing a clear vision of the future. responses to our In short, combining the need for disclosure and 512 Webranking surveys transparency with the creation of credibility and trust by communicating values and beliefs is key in this next phase for Swiss digital corporate communications. Contents Joakim Lundquist, CEO Lundquist Key results .................................................................... 4 and Head of Webranking in Italy, Switzerland and Austria European comparison .................................................. 5 The monoliths of highly regulated industries remain the most transparent in Europe ....................... 12 How Webranking works ............................................... 13 The best companies in Switzerland .............................. 14 The best improvers ....................................................... 16 Ranking ......................................................................... 18 Who we are .................................................................. 19 Webranking by Comprend 3 Swiss edition conducted by Key results A stellar year for Swiss digital communications Key results Key Swiss companies back on track Average score increase of the Swiss cohort Its been a stellar year for Swiss digital corporate communications. Not satisfied with the weak progress made last year (when the average improved by a mere 0.3 points), Swiss companies are back with a bang, improving their score by an impressive 4.7 +4.7 vs +0.3 points and reaching an average of 50 points. IN 2018 IN 2017 As the criteria in the protocol are based upon the needs and expectations of stakeholders – through annual surveys of Beacons of corporate transparency hold steady investors, journalists and jobseekers – half of the maximum The Swiss top 10 remains fairly steady, with UBS muscling back in score (50 points out of 100) is considered the threshold at which and pushing Swiss Life out to 13th place. Swisscom holds onto first companies respond adequately to user demand. The graph below position with 83.4 points, followed by Sonova with 77.2 points (to the right) shows that the Swiss pass rate has significantly and Sika in third place with 73.1. improved (from 31% last year to 51%), with over half of Swiss companies now passing the “stress test”. This year, the research took into account 55 companies by stock market value. "The results this year mark a turning point. With the commitment to corporate transparency here to stay, now A change in pace comes the time to look beyond transparency, define a clear A quick glance at the best improvers illustrates a change of pace: corporate narrative and invest in content that engages last year only one company (Dufry) improved by more than 10 audiences. These elements, although not measured directly points, while this year the figure has increased to eight, with by Webranking, become increasingly important in engaging in Swiss Prime Site and Idorsia particular stand outs, showing a 20+ effective corporate communication." point increase in score. Among the other best improvers we find Partners Group, Dufry, PSP Swiss Property, Dormakaba, Sunrise Martina Scapin and Georg Fischer. Country manager for Switzerland, Lundquist Who passes the stress test? 8% 6% 31% 51% 43% 2017-18 2018-19 61% Source: Webranking by Comprend 2017-2019 passed (>50 points) held back (between 30 and 50 points) failed (<30 points) Webranking by Comprend 4 Swiss edition conducted by European comparison Switzerland surpasses expectations European comparison European Weak progress last year leads to decisive shift in current Notable improvements made, though financial edition transparency remains an issue Swiss companies have always been quick learners. In fact, in Looking at their performance in the various sections of the research, the history of this research, they have usually surpassed their Swiss companies are either aligned with or exceed the European European counterparts when it comes to effective digital average in all areas, except for governance, where they fall back corporate communication, with the notable exception of last by 3 percentage points. year’s edition. Strong points include homepage communications, the about us In our last edition, Switzerland’s progress was weak, and for section, reporting and careers, while weak points remain those the first time in years the country fell behind its European connected to financial transparency beyond reporting. counterparts. In this edition, however, Switzerland is firmly back on track, decisively forging ahead and opening up a gap of +2.8 The Swiss headache: ESG topics not on the radar points. The biggest worry for Swiss companies remains boosting transparency on financial, governance and sustainability topics. There Average score in 2018 has been little improvement on these fronts in the past few years. Disclosure in areas that remain hot topics – management 50 vs 47.2 remuneration, share transactions, non-financial data, targets and SWISS COHORT EUROPEAN COHORT achievements – remain weak, and consigned to reports. With the Swiss results in, we delve deeper into the Opening up a gap of 2.8 points following topics: 1. Digital takes a back seat in investor communications vs 2. From dry disclosure, to defining a clear corporate narrative +4.7 +1.5 3. Sustainability: Action demanded, but transparency SWISS COHORT EUROPEAN COHORT remains low Comparison between EU and CH average by sections of the research Homepage 70% Features and functionalities About the company 60% 50% 40% 30% Careers Press Source: Webranking 20% by Comprend 2018- 2019. The European 10% ranking includes the 500 largest companies 0% by market cap listed on European Stock Exchanges. Considering the majority of Sustainability Reporting Swiss companies evaluated are part of Europe’s largest 500 companies - 41 out of 55 companies - we Swiss average can directly compare European average Governance Share their performance to Section in which the European understand how Swiss average surpasses the Swiss Investor Information companies are faring at average a European level. Webranking by Comprend 5 Swiss edition conducted by 1. Digital takes a back seat in investor communications Ticking time-clock: Swiss IR sections remain weak The investor relations section of the corporate website continues MIFID II: towards greater digital transparency to be the worst performer for Swiss companies, with little being The onset of MiFID II in Europe this year has brought an done to improve content (with no companies meeting the full opportunity for digital communications. In ensuring safer and requirements for transparency in this area). fairer markets, MiFID II and MiFIR aim to facilitate greater transparency for all Euopean countries and those trading The role of qualitative information – presentation of a clear with the EU, with new reporting requirements increasing the strategy with concrete actions, description of megatrends amount of information available. affecting the business, financial and market outlook – are topics addressed mainly by the top performers and ignored by the For investor relations teams in Swiss companies, Mifid II is an majority, with most companies sticking to basic disclosure – opportunity for greater digital transparency, with the corpo- financial reports, webcasts, financial calendar. The fact that rate website becoming the vehicle of transparency on which reporting remains one of the strongest areas for Swiss companies to post news, share events and
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