The new .trust research evaluates privately held, state- and family-owned companies by examining their website, corporate social media channels and related Wikipedia article. Our evaluation protocol has two pillars and nine sections.
A strong and engaging corporate narrative is essential and digital is the primary channel where this needs to be communicated effectively. But it must be underpinned by transparent, relevant information to gain the trust of stakeholders.
For this reason, our protocol measures companies across two separate pillars: Substance and Distinctiveness. Companies need to score a minimum of 40% of the score available in the Substance pillar (24 points out of 60 – roughly equivalent to the average score) to qualify for an assessment of Distinctiveness (40 points).
1 . PRESENT THE COMPANY AND PERFORMANCE
Key facts are presented that help to define the company (both present and past), and corporate information on Wikipedia
2 . CONVEY YOUR SUSTAINABILITY EFFORTS
The company presents key information, including: approach to sustainability, material issues and stakeholder engagement, data, objectives and reporting
3 . ATTRACT TALENT
An overview of what it is like to work at the company in addition to information on job openings and recruitment
4 . CATER TO CLIENTS
Information on products and services, as well as geographical locations
5 . VISION & LEADERSHIP
A clear vision of the future of the business is communicated effectively including transparency on leadership team and a solid approach to innovation
6 . STORIES & VIEWPOINTS
An engaging and distinctive corporate narrative is conveyed, and aided by, visual and textual content
7 . OPENNESS
The company keeps in touch with its stakeholders via social media, events and contact information
8 . USER EXPERIENCE
The website is effective in enabling users to find, access, read and view corporate content
9 . NAVIGATION AND ACCESS TO INFORMATION
Efficient navigation aids users in finding their way to the information they’re after and helps to define the corporate identity