Corporate websites have a renewed purpose in our new reality
Corporate websites have always been a critical part of the communications mix, but in a COVID world they have a renewed purpose, and the leading companies are making the most of this new opportunity.
Black Sun’s in-depth analysis of corporate websites, now in its 6th year, has highlighted how companies are enhancing and adapting their websites to better get their messages across in an increasingly digital world.
Richard Dixon, Chief Digital Officer at Black Sun commented, “we can see how companies have invested in articulating their purpose, evidencing their long term sustainability and the value they create for key stakeholder groups such as investors, employees and wider society. That’s why the theme of this year’s report is 'A Renewed Purpose for a New Reality’.”
Major trends this year
Greater focus on purpose
- A dramatic increase in companies communicating purpose, rising from 59% last year to 71% this year. Furthermore purpose is coming more centre stage with it being the lead on the homepage or dedicated page for 41% of companies, and being communicated through video.
More sophisticated communication of strategy
- More progress was found in the clear alignment between strategic priorities and performance, with 22% of companies now demonstrating how their strategic progress is directly measured through specific financial and non-financial KPIs. In addition, companies are also starting to establish a more explicit link between strategy and market discussion to clearly demonstrate their strategic plans are well-positioned to respond to emerging market opportunities
Greater spotlight on ESG
- Following the growing investor pressure, companies are clearly stepping up their ESG communications. The number of companies that discuss ESG on their website has jumped from 13% to 34% this year. It is also moving to a more prominent area such as a standalone ESG hub or dedicated subsection primarily in the IR section to effectively guide responsible investors to the relevant information. The number of corporate websites providing ESG-related reports and documents has also increased to almost a quarter this year.
Creating an authentic employee brand
- With the battle for talent and the challenges on remote working employers are making real efforts to develop and communicate an engaging and authentic employee brand. We have found that most companies share and discuss their culture (66%) and their values (56%). Furthermore they are investing in bringing this to life through video and people stories (70%).
For more information, contact our Senior Business Developer Naomi Hawkins.
About Black Sun
Black Sun is a global stakeholder communications company with offices in London and Singapore. We are united by a common purpose of making businesses more valued by their stakeholders. We are powered by a unique mix of strategic insight, creative inspiration and technology advantage, and help businesses communicate authentically how they deliver value to their stakeholders. We believe that inspiring strategic communications can spark positive change and drive long-term, sustainable performance.