Digital Index 2023
What is the Digital Index?
The Black Sun Digital Index is an analysis of the digital communications by global companies, the FTSE 100 and the Singapore STI 30. With digital communications now the dominant force in stakeholder engagement we assess three key pillars - your website, social media and your broader digital ecosystem and how well it is interconnected to deliver a consistent narrative and experience.
Find out more about our approach
What is the Digital Index?
The Black Sun Digital Index is an analysis of the digital communications by global companies, the FTSE 100 and the Singapore STI 30. With digital communications now the dominant force in stakeholder engagement we assess three key pillars - your website, social media and your broader digital ecosystem and how well it is interconnected to deliver a consistent narrative and experience.
Find out more about our approach
Going beyond Purpose to bring your story to life
We have conducted analysis of websites for 8 years, and this year we broadened the analysis to cover social media and the wider ecosystem. Over these past 8 years we have seen a transformation of how digital channels are leveraged. 8 years ago corporate websites in particular were more a repository of information. Then we saw a shift as the more advanced digital companies started to use their websites to provide deeper information on the company, and to address more of the stakeholders needs. Over the past 2 years we have seen a focus on articulating 'Purpose' - why a company exists and how it delivers value to each stakeholder group. Increasingly the content for each stakeholder group has been driven from that purpose.
This year we have seen a marked shift to go beyond purpose. Now companies are focused on not only communicating their value creation story, but in bringing this to life - evidencing how they are living their purpose and sharing the outcomes and positive contributions to its stakeholders.
Going beyond Purpose to bring your story to life
We have conducted analysis of websites for 8 years, and this year we broadened the analysis to cover social media and the wider ecosystem. Over these past 8 years we have seen a transformation of how digital channels are leveraged. 8 years ago corporate websites in particular were more a repository of information. Then we saw a shift as the more advanced digital companies started to use their websites to provide deeper information on the company, and to address more of the stakeholders needs. Over the past 2 years we have seen a focus on articulating 'Purpose' - why a company exists and how it delivers value to each stakeholder group. Increasingly the content for each stakeholder group has been driven from that purpose.
This year we have seen a marked shift to go beyond purpose. Now companies are focused on not only communicating their value creation story, but in bringing this to life - evidencing how they are living their purpose and sharing the outcomes and positive contributions to its stakeholders.
How are companies bringing their story to life?
There have been 3 marked trends in how companies are better communicating their corporate story:
1. Significant increase in a narrative approach, focussed on each stakeholder group. Providing a 'Golden thread' of content that addresses each stakeholder group's priorities. Whereas in past years users have had to navigate their way across a website to find the content, now the content is surfaced for them in this Golden thread.
2. Investing in story telling content. Companies are increasingly using case studies, stories, insights and blog articles to bring their story to life and to deepen stakeholder engagement. This content is also being used to reinforce their unique point of difference and evidence their leadership.
3. Delivering an enriched experience. Across all channels organisations are looking to deliver a more enriching user experience. Greater use of film and ambient videos, continual improvements in imagery selection and quality; use of interactive features and elements to extend engagement; and providing the ability to read, listen or watch content in recognition of both diverse audiences and how they prefer to consume content.
61%
Adopt a narrative approach78%
Provide sustainability case studies53%
Provide insights or thought leadershipHow companies are addressing their stakeholder needs
How companies are addressing their stakeholder needs
For the investor audiences, we continue to see improvements in the delivery of content across the board. However, there are 2 key trends that stand out.
Investment proposition
In our recent survey of companies, providing a well articulated investment proposition was the top priority for almost 50% of companies. This has been reflected in our findings.
60%
Provide an investment proposition50%
Link this to their strategy & business model79%
Provide financial highlightsAddressing ESG
Once again, as last year, this continues to rise up the corporate agenda - no surprise given the massive investment levels centred on sustainable organisations.
Addressing ESG through the corporate website is now at 60% of companies, with almost half also providing specific ESG reports. There is also a desire to showcase the impact of ESG and sustainability with almost half of companies sharing ESG or sustainability in action stories.
Prospective employees have seen the most marked change in website content over the past 3 years. As the battle for talent hots up and we see talent increasingly looking to work for organisations that share the same values and deliver on long term sustainability, so we have seen a matching increase in companies investing in this content.
There are 3 key trends we see:
1. Improved narrative
In line with all stakeholder groups, companies are using their website and social media to provide a better narrative for prospective employees. By this we mean being purpose led and sharing how employees will be part of delivering the purpose, and linking this to the culture and values and the wider Employee Value Proposition. And over 50% of companies are also providing information on their approach to sustainability - and using both social and the website to communicate their sustainability case studies.
2. Working harder to attract colleagues
As well as sharing the benefits and rewards and the career opportunities provided, companies are sharing their culture and values (80%), and 78% are going beyond just gender in their content on diversity and inclusion. Finally in order to bring their people story to life there is a far greater focus on communicating people stories and 'a day in the life of' content with 69% of companies now doing so.
3. Driving outcomes
With the continued battle for talent websites and social media are working hard to convert prospective candidates into employees. Over 80% of companies show current vacancies and enable people to search and apply for jobs, and almost half now have a 'talent community' where you can share your CV or register an interest in a particular type of role.
All of these shifts are geared to make the digital channels work much harder to deepen engagement with prospective employees and to drive positive outcomes.
Prospective employees have seen the most marked change in website content over the past 3 years. As the battle for talent hots up and we see talent increasingly looking to work for organisations that share the same values and deliver on long term sustainability, so we have seen a matching increase in companies investing in this content.
There are 3 key trends we see:
1. Improved narrative
In line with all stakeholder groups, companies are using their website and social media to provide a better narrative for prospective employees. By this we mean being purpose led and sharing how employees will be part of delivering the purpose, and linking this to the culture and values and the wider Employee Value Proposition. And over 50% of companies are also providing information on their approach to sustainability - and using both social and the website to communicate their sustainability case studies.
2. Working harder to attract colleagues
As well as sharing the benefits and rewards and the career opportunities provided, companies are sharing their culture and values (80%), and 78% are going beyond just gender in their content on diversity and inclusion. Finally in order to bring their people story to life there is a far greater focus on communicating people stories and 'a day in the life of' content with 69% of companies now doing so.
3. Driving outcomes
With the continued battle for talent websites and social media are working hard to convert prospective candidates into employees. Over 80% of companies show current vacancies and enable people to search and apply for jobs, and almost half now have a 'talent community' where you can share your CV or register an interest in a particular type of role.
All of these shifts are geared to make the digital channels work much harder to deepen engagement with prospective employees and to drive positive outcomes.
The media are, of course, an important stakeholder group. The media and related sections are now geared to provide much richer content beyond simple press releases and results announcements - a trend that has been in evidence for the past 2 years. Now over 50% provide thought leadership articles or insights to communicate their unique points of difference and to evidence their leadership position.
In line with some of the findings of the Edelman Trust Barometer people are looking to companies to take a stance and their leaders to share their position and lead from the front. So we are now seeing 32% of companies sharing leadership interviews. These are often shared both through social media and the website.
In line with providing different ways of consuming content 32% of organisations are providing podcasts - a big year-on-year jump.
And finally, with a desire to deliver greater engagement, two thirds of companies are enabling users to sign up to news alerts.
The media are, of course, an important stakeholder group. The media and related sections are now geared to provide much richer content beyond simple press releases and results announcements - a trend that has been in evidence for the past 2 years. Now over 50% provide thought leadership articles or insights to communicate their unique points of difference and to evidence their leadership position.
In line with some of the findings of the Edelman Trust Barometer people are looking to companies to take a stance and their leaders to share their position and lead from the front. So we are now seeing 32% of companies sharing leadership interviews. These are often shared both through social media and the website.
In line with providing different ways of consuming content 32% of organisations are providing podcasts - a big year-on-year jump.
And finally, with a desire to deliver greater engagement, two thirds of companies are enabling users to sign up to news alerts.
For wider society corporate responsibility and long term sustainability are key. This year we see three key take-outs:
1. Purpose led sustainability strategy
There is now a much greater linkage between purpose and long term sustainability. Almost two thirds of companies now link their sustainability strategy directly from their purpose.
80% are sharing the details of how they engage with stakeholders and understanding what is important to each group - although there are still improvements to be made with just 31% stating what their material issues are let alone describing their materiality process.
2. Greater transparency of targets
With ever greater scrutiny, efforts are clearly being made to provide much more transparency of targets and achievements against those targets. Over 80% now give their specific sustainability objectives and 78% provide the targets they are aiming to achieve, with 67% also providing performance data against them.
3. Showcasing outcomes and positive impact
In line with the theme of providing more narrrative content and evidencing the impact of an organisations sustainability approach, we are seeing well over two thirds of companies sharing case studies or providing sustainability specific new and/or stories.
For wider society corporate responsibility and long term sustainability are key. This year we see three key take-outs:
1. Purpose led sustainability strategy
There is now a much greater linkage between purpose and long term sustainability. Almost two thirds of companies now link their sustainability strategy directly from their purpose.
80% are sharing the details of how they engage with stakeholders and understanding what is important to each group - although there are still improvements to be made with just 31% stating what their material issues are let alone describing their materiality process.
2. Greater transparency of targets
With ever greater scrutiny, efforts are clearly being made to provide much more transparency of targets and achievements against those targets. Over 80% now give their specific sustainability objectives and 78% provide the targets they are aiming to achieve, with 67% also providing performance data against them.
3. Showcasing outcomes and positive impact
In line with the theme of providing more narrrative content and evidencing the impact of an organisations sustainability approach, we are seeing well over two thirds of companies sharing case studies or providing sustainability specific new and/or stories.
The continued rise of social media
We have assessed how companies are using social media - at the corporate level, and the stats speak for themselves. There is a continued rise year on year of the use of social media - with each channel of course focused on the appropriate stakeholder audiences.
Unsurprisingly LinkedIn is used now only for corporate and investor information but is harnessed for its power to attract potential employees (and deepen engagement with current employees). But is also used to communicate sustainability content as this moves centre stage in the corporate narrative for all stakeholder groups.
Despite turbulent times, Twitter continues to be seen as predominantly a news channel for corporate, investor and sustainability content.
Instagram is centred on people stories and its power to tell brand and products stories.
The continued rise of social media
We have assessed how companies are using social media - at the corporate level, and the stats speak for themselves. There is a continued rise year on year of the use of social media - with each channel of course focused on the appropriate stakeholder audiences.
Unsurprisingly LinkedIn is used now only for corporate and investor information but is harnessed for its power to attract potential employees (and deepen engagement with current employees). But is also used to communicate sustainability content as this moves centre stage in the corporate narrative for all stakeholder groups.
Despite turbulent times, Twitter continues to be seen as predominantly a news channel for corporate, investor and sustainability content.
Instagram is centred on people stories and its power to tell brand and products stories.
The digital ecosystem
We have also explored the interconnectedness and consistency of corporate digital channels. How consistent the narrative of the company is across channels, and how well the different channels are interlinked.
Overall we have seen improvements - however there is more work to be done in delivering a consistent narrative of the company, what it does and its unique points of differentiation!
The digital ecosystem
We have also explored the interconnectedness and consistency of corporate digital channels. How consistent the narrative of the company is across channels, and how well the different channels are interlinked.
Overall we have seen improvements - however there is more work to be done in delivering a consistent narrative of the company, what it does and its unique points of differentiation!
How well do you stack up?
Your digital channels are vital in reaching, engaging and inspiring your stakeholders. If you want to find out how yours stacks up against best practice and what your peers are doing, why not ask us for an assessment?
We will analyse your digital channels - website, social media and your wider digital ecosystem, assessing the content and the experience you deliver, and we will provide specific recommendations on improvements you should make.
We can also provide an analysis against named peers.
