Investis IQ Q3 2015: Solid improvement in the Nordics

The latest IQ ranking of the corporate websites and wider digital presence of the Finnish OMXH 25, the Swedish OMXS 30 and the Norwegian OBX shows that these indices have continued to improve steadily. In particular, average scores for the OBX are up by 7% over when they were last scored in Q4 2014 – although the index is still some way behind the OMXS 30 and the OMXH 25.

 

OMXH 25

OMXH Cover

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The index comfortably outperforms all the other Scandinavian indices and is only fractionally behind the global leader, the German DAX 30.

Aside from improvements in the use of mobile (which has been a key driver of change globally for the past few years), the index saw notable improvement in the Corporate Social Responsibility (CSR) and Careers sections.

Generally, the OMXH 25 has some very good websites. The two areas where the index lags behind some other indices are Corporate Social Responsibility and Careers – so it is encouraging to see that there has been real improvement here:

·  All companies provide detail around the CSR programmes but just two companies offer a data charting function to help interpret CSR data and less than a third have an introduction to CSR from senior management, which can demonstrate company-wide buy-in.

·  Employee case studies and better use of video would go a long way to enlivening careers sections on many websites. Other information such as HR contact details or details around potential career paths is also frequently lacking.

 

OMXS 30

OMXS cover

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The OMXS 30 outperforms both the OBX and the OMXC 20 – but has to go some way to catch the OMXH 25, which averages some six points higher.

The index saw modest improvement in the Investor Relations (IR) and Media sections. On the other hand, careers content has barely improved at all.

Companies in the OMXS 30 score well – but more attention should be given to careers content and, despite the gains, in the use of mobile and social media:

· All companies provide basic profile information but a quarter fail to explain their strategy and less than a third explain their business model.

·  All of the index make use of video but less than half of the index provide a video gallery to consolidate this video content. Video content is generally well positioned across the site but it is important to provide a showcase where the audience can browse all of the videos.

· Nearly two-thirds of the index have fully responsive websites while just two companies have a dedicated mobile site. Even excusing those companies that have responsive or dedicated site sections, this still means that 24% of the index is failing to cater for their mobile audience at all – an error when a quarter of all corporate site visits come from mobile devices.

 

OBX

OBX cover

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The OBX is lagging behind its Scandinavian peers, falling on average six points behind the OMXC 20, ten points behind the OMXS 30 and 17 points behind the OMXH 25.

However, the index saw strong improvement in the use of multimedia and to the About Us section. On the other hand, as with the OMXS 30, careers content has hardly changed.

The investor community is broadly being offered the information it needs but job seekers and the media are being let down. Much better use could also be made of mobile technology, social media and multimedia:

·  All companies provide basic profile information but only 40% offer an explanation of their strategy and just four companies provide any quantification of this.

·  Just six companies provide any context around their market environment – vital information for investors to assess growth opportunities.

·  A quarter of the index make no use of video and a similar proportion do not use social media for any form of corporate communications.

More detail can be found in our individual index reports, where we also offer a case study of a leading light within each index:

·  OMXH 25

·  OMXS 30

·  OBX

 

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