This year’s results of the Austrian edition of Webranking, conducted by Lundquist and in collaboration with Comprend evaluates the performance of the 28 largest Austrian companies listed on the ATX. As was the case with much of Europe, there was an overall decrease in the average Austrian performance this year due to an overall increase in the strictness of the Webranking protocol, in response to more demanding stakeholder expectation.
The analysis of companies’ digital corporate communication and transparency revealed interesting developments for Austrian companies. While Austrian companies lost ground when it comes to their Sustainability sections, they have invested more in Reporting, Press releases, and Governance information. The need to allocate appropriate focus across all relevant company topics (which are more classically reporting, financial, and leadership information), without however detracting from other topics that are important to stakeholders (sustainability and careers sections tend be particularly interesting to stakeholders).
Austrian companies need to keep up with the European pace to remain competitive
The European Ranking “Webranking Europe 500” includes the 500 largest listed European corporations based on market capitalisation listed in the EuroStoxx600 index. Of the 28 companies evaluated this year, 4 were also included in our ranking of Europe’s top 500 companies: Erste Group, OMV Group, Voestalpine, Verbund.
While Austrian companies fare slightly higher than the European average, they do not stand out particularly in the Europe 500 ranking, while Italian and Nordic companies dominate the list, taking prime positions in the top ten. In the European comparison, only two Austrian companies (OMV Group and Erste Group) out of the four included made it into the top 50 of the Europe 500 ranking.
Moreover, often of pressing concern for Austrian companies is the German performance, which this year too has ranked higher than Austrian average, standing at about 48.1 points. The gap between the two countries reveals a clearly different approach to corporate transparency on their websites. In terms of information on corporate governance, such as remuneration and investor related details like strategy, German companies are more open than the Austrian. Austrian companies, however, fare better than their German counterparts when it comes to the presentation of their business and of the company overall.
From these results it becomes clear that Austrian companies need to do more to foster a culture of transparency amongst their big businesses. There are, to be sure, many actions that can be taken: companies could compile more significant information on their sites (relevant themes and materials), present cohesive strategies that extend across the entirety of the business, tactically deploy the tool of digital communications, and use visual elements more attentively.
From Ranking to Rating
The goal of Webranking is not to stylize a ranking of best and worst websites, but rather to stimulate an overall culture of transparency. Because of this, we have decided to shift the focus away from a numerical ranking towards a rating on a range of 0 to 5 stars.No Austrian company has been able to achieve the highest of reputations (5 stars), not did they reach the second tier (4 stars), but 12 companies made it into the three-star rating (between 50 and 70 points). OMV Group, Erste Group, Wienerberger, and Strabag are the first of these 12.
How Webranking can help you improve
The Webranking analysis allows you to define solutions to improve your digital presence, understand digital trends, compare to peers, generate internal engagement, and identify pathways for future improvement.
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