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16 th European edition and 9 th in Switzerland 50 largest companies analysed in Switzerland and nearly 1000 from 40 countries and 19 sectors An evaluation protocol composed of 100 criteria, one third of which dedicated to financial information 498 responses to the two KWD Webranking Questionnaires 9 th Edition KWD Webranking 2012 Switzerland Top 50 and Europe 500 Credit Suisse clinches award as best in online corporate communications for the first time, followed by Nestlé and Swisscom. Despite weakness in online financial information, Swiss companies compare well with European peers and offer interesting examples of innovation in digital communication. Milan, December 2012 - Credit Suisse clinched top place for the first time in the 9 th annual KWD Webranking Switzerland, climbing from second place last year and ending Swisscom’s three-year run in the No. 1 spot. The Zurich-based bank also gained a leading placing in the KWD Webranking Europe 500 ranking, finishing in seventh place. Second place in Switzerland went to Nestlé, which jumped from seventh last year and also took the award for “best improver”. Swisscom followed up in third. The research indicates that Swiss companies remain an equal match for their European counterparts. The average score of the 51 Swiss companies examined in 2012 dipped slightly to 38.1 points out of 100 compared with 39.3 for all 766 enterprises considered across Europe. Worryingly, however, weaker companies are not closing the gap on top performers. Too many are a long way from achieving 50 points, generally considered a score that indicates a company is responding to the minimum needs of key stakeholders such as investors, journalists and jobseekers. “Companies need to move beyond a simple disclosure-driven model and open up a more dynamic relationship with their stakeholders in digital channels,” said Joakim Lundquist, head of KWD Webranking in Switzerland. “Companies need to convey their brand identity and investment story in an engaging way, provide easy access to corporate information but at the same time think carefully about how they are present is a multitude of digital channels, from social media to search.” The KWD Webranking survey, now in its 16 th European edition, is the most in-depth analysis of online financial and corporate communications in Europe. The annual research is conducted by KW Digital, a division of King Worldwide - the leading global financial communications and stakeholder management company. The study is conducted in collaboration with Lundquist, which represents KW Digital in Switzerland. This year’s KWD Webranking ranked social media content and the presence in Google search for each applicable criterion. These social media and search tests now account for 13.5% of the final score, compared with only 5% in 2011. KWD Webranking 2012 Switzerland Top10 1 Credit Suisse 73.5 points 2 Nestlé 63.9 3 Swisscom 63.2 4 UBS 62.3 5 Nobel Biocare 56.3 6 ABB 55.5 7 Holcim 53.1 8 Roche 52.3 9 Sulzer 52.1 10 Novartis 50.1 1 KWD Webranking 2012 Europe 500 Top10 1 Telecom Italia (IT) 87.5 points 2 Eni (IT) 83.5 3 SCA (SE) 78.3 4 Basf (DE) 78.1 5 Fortum (FI) 74.4 6 Pirelli & C. (IT) 74.2 7 Credit Suisse (CH) 73.5 8 Snam (IT) 72.3 9 Terna (IT) 72 10 Swedish Match (SE) 71.5

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Page 1: th 9 Edition - lundquist.it · 16th European edition and 9th in Switzerland 50 largest companies analysed in Switzerland and nearly 1000 from 40 ... 3 SCA (SE) 78.3 4 Basf (DE) 78.1

16th European edition and

9th in Switzerland

50 largest companies analysed in Switzerland and nearly

1000 from 40 countries

and 19 sectors

An evaluation protocol composed

of 100 criteria, one third of which dedicated to financial information

498 responses to the two KWD Webranking Questionnaires

9th EditionKWD Webranking 2012 Switzerland Top 50 and Europe 500

Credit Suisse clinches award as best in online corporate communications for the first time, followed by Nestlé and Swisscom.

Despite weakness in online financial information, Swiss companies compare well with European peers and offer interesting examples of innovation in digital communication.

Milan, December 2012 - Credit Suisse clinched top place for the first time in the 9th annual KWD Webranking Switzerland, climbing from second place last year and ending Swisscom’s three-year run in the No. 1 spot. The Zurich-based bank also gained a leading placing in the KWD Webranking Europe 500 ranking, finishing in seventh place. Second place in Switzerland went to Nestlé, which jumped from seventh last year and also took the award for “best improver”. Swisscom followed up in third.

The research indicates that Swiss companies remain an equal match for their European counterparts. The average score of the 51 Swiss companies examined in 2012 dipped slightly to 38.1 points out of 100 compared with 39.3 for all 766 enterprises considered across Europe. Worryingly, however, weaker companies are not closing the gap on top performers. Too many are a long way from achieving 50 points, generally considered a score that indicates a company is responding to the minimum needs of key stakeholders such as investors, journalists and jobseekers.

“Companies need to move beyond a simple disclosure-driven model and open up a more dynamic relationship with their stakeholders in digital channels,” said Joakim Lundquist, head of KWD Webranking in Switzerland. “Companies need to convey their brand identity and investment story in an engaging way, provide easy access to corporate information but at the same time think carefully about how they are present is a multitude of digital channels, from social media to search.”

The KWD Webranking survey, now in its 16th European edition, is the most in-depth analysis of online financial and corporate communications in Europe. The annual research is conducted by KW Digital, a division of King Worldwide - the leading global financial communications and stakeholder management company. The study is conducted in collaboration with Lundquist, which represents KW Digital in Switzerland.

This year’s KWD Webranking ranked social media content and the presence in Google search for each applicable criterion. These social media and search tests now account for 13.5% of the final score, compared with only 5% in 2011.

KWD Webranking 2012 Switzerland Top10

1 Credit Suisse 73.5 points

2 Nestlé 63.9

3 Swisscom 63.2

4 UBS 62.3

5 Nobel Biocare 56.3

6 ABB 55.5

7 Holcim 53.1

8 Roche 52.3

9 Sulzer 52.1

10 Novartis 50.1

1

KWD Webranking 2012 Europe 500 Top10

1 Telecom Italia (IT)

87.5 points

2 Eni (IT) 83.5

3 SCA (SE) 78.3

4 Basf (DE) 78.1

5 Fortum (FI) 74.4

6 Pirelli & C. (IT) 74.2

7 Credit Suisse (CH)

73.5

8 Snam (IT) 72.3

9 Terna (IT) 72

10 Swedish Match (SE)

71.5

Page 2: th 9 Edition - lundquist.it · 16th European edition and 9th in Switzerland 50 largest companies analysed in Switzerland and nearly 1000 from 40 ... 3 SCA (SE) 78.3 4 Basf (DE) 78.1

Top Swiss performers

Credit Suisse, with 73.5 points out of 100, rose from second to top position, beating the winner of the last three editions, Swisscom, to emerge as the best Swiss company in online corporate communications. With an overall score of 63.9 points, global food company Nestlé took second, moving up from last year’s 7th place, while Swisscom slipped to third with 63.2 points. Nestlé also won the award for ‘best improver’, notching up the biggest increase in score (+5.4 points) from the 2011 edition.

The broader European ranking covered the largest 500 companies in the region, including 39 Swiss names. But only Credit Suisse made the top 10 of the European ranking, moving up to 7th from last year’s 24th. Three other Swiss companies reached the Top50: Nestlé (24th), Swisscom (28th) and UBS (32nd).

Swiss performance in a European context

The average score of Swiss companies remained stable compared with 2011 (38.1 vs. 38.4), a good result considering the European average score dropped almost 5 points (39.3 vs. 44.2).

2

0

10

20

30

40

50

60

70

80

90

100

2008(53)*(150)**

2009(54)(500)

2010(48)(500)

2011(70)(500)

2012(50)(500)

79.7575.75 77.25

71.75 73.557.3

43.349.6

48.3

45

44.2

46.939.3

38.4 38.1

Geor

g Fis

cher

Swiss

com

* Number of companies included in the Swiss classification** Number of companies included in the European classification

Top performer Switzerland

Swiss average

Swiss

com

Swiss

com

Cred

it Su

isse

European average

Graph 1: Swiss companies in the KWD Webranking

Source: KWD Webranking 2012

Page 3: th 9 Edition - lundquist.it · 16th European edition and 9th in Switzerland 50 largest companies analysed in Switzerland and nearly 1000 from 40 ... 3 SCA (SE) 78.3 4 Basf (DE) 78.1

The chart below shows there are only small differences between Switzerland’s performance and the companies included in the Europe 500 list, with areas of strength very much aligned. However, Swiss companies received a lower average score in corporate responsibility, investor relations and social media.

More than half of the Swiss companies examined do not publish a CSR report compared with 40% among the 500 largest European companies. Also the use of social media to cover sustainability issues is below the European average: only one out of four Swiss companies uses some kind of social media for CSR whereas it’s 40% at a European level. Swiss companies make less use of social media compared with their European counterparts, the research shows: Twitter, YouTube and LinkedIn are the most used by companies to talk about corporate issues, whereas Facebook and Slideshare are underutilized.

3

10%

20%

30%

40%

50%

60%

Website functions and homepage

Employer branding

CorporateResponsibility

CorporateGovernance

InvestorRelations

Share information

FinancialReporting

Press

Companyprofile

Social mediaand search

Europe 500 average(Top 500)

Swiss average(Top 50)

Source: KWD Webranking 2012

Graph 2: Swiss performance by section compared with European average

80% of the Swiss companies evaluated do not provide any information regarding

financial targets vs. 68% in Europe 500 ranking

Less than half of the companies surveyed both in Switzerland and in Europe provide comprehensive information concerning debt

structure, and 37% of Swiss firms

publish their credit rating (59% in Europe)

37% of Swiss companies describes neither the sector the they operate in nor

sector statistics (39% on average in Europe)

83% use text-only press releases exploiting no other formats such as images

and video (72% in Europe)

Almost 70% of firms in Switzerland and Europe fail to publish details of executive remuneration

Half of Swiss companies do not publish a

sustainability or CSR report (40% of the European 500)

50% of Swiss and European companies fail to explain their employee compensation policy and benefits

Page 4: th 9 Edition - lundquist.it · 16th European edition and 9th in Switzerland 50 largest companies analysed in Switzerland and nearly 1000 from 40 ... 3 SCA (SE) 78.3 4 Basf (DE) 78.1

Switzerland’s performance in Europe: only one company reached the Top10

The average score of the 39 Swiss companies included in the KWD Webranking Europe 500 was 39.5 points, in line with the European average (39.3). However, the average score for these Swiss firms dropped 7 points, demonstrating that leading Swiss corporate websites need to improve in order to better respond to user expectations and communicate corporate content in an engaging way. The average was also pushed down because the number of Swiss companies in the European ranking jumped to 39 from 33 in 2011.

Only one Swiss company, Credit Suisse, reached the top 10 in Europe and another three managed to make the top 50 places (Nestlé 24th, Swisscom 28th and UBS 32nd).

As shown in the chart below, among the countries included in the Europe 500 classification, Finland was the best performer in terms of average score, followed by Sweden and Italy. Switzerland came in 10th.

4

4 Swiss companies among the best 50 in Europe

Credit Suisse, Nestlé, Swisscom and UBS

Graph 3: Average score by country (countries with more than 10 companies included in the map with all countries in the table)

4

Fonte: KWD Webranking 2012

Average score by country - KWD Webranking 2012 Europe 500

Position 2012

Country N° ofcompanies

Average 2012

1 Finland 10 55.2

2 Sweden 28 52.1

3 Italy 26 50.4

4 Denmark 12 47.2

5 Germany 48 46.2

6 Portugal 5 43.8

7 Norway 11 43.2

8 Netherlands 21 42

9 Austria 10 41.2

10 Switzerland 39 39.5

11 UK 110 38.7

12 Greece 1 38.5

13 Belgium 11 36.5

14 Spain 20 35.8

15 France 75 35.1

16 Hungary 2 31

17 Luxembourg 1 31

18 Czech Rep. 2 29.7

19 Russia 27 28.4

20 Ireland 5 25.5

21 Poland 11 24.4

22 Turkey 17 23.5

1 Finland

N° of companies: 10Average score 2012: 55.22 Sweden

N° of companies: 28Average score 2012: 52.1

3 Italy

N° of companies: 26Average score 2012: 50.4

10 Switzerland

N° of companies: 39Average score 2012: 39,5

5 Germany

N° of companies: 48Average score 2012: 46,2

Denmark

N° of companies: 12Average score 2012: 47.24

United Kingdom

N° of companies: 110Average score 2012: 38.711

The Netherlands

N° of companies: 21Average score 2012: 42

France

N° of companies: 75Average score 2012: 35.115

Spain

N° of companies: 20Average score 2012: 35.814

Turkey

N° of companies: 17Average score 2012: 23.522

Russia

N° of companies: 27Average score 2012: 28.419

8

Page 5: th 9 Edition - lundquist.it · 16th European edition and 9th in Switzerland 50 largest companies analysed in Switzerland and nearly 1000 from 40 ... 3 SCA (SE) 78.3 4 Basf (DE) 78.1

Top performers in KWD Webranking 2012

The annual edition of KWD Webranking Switzerland Top50 awarded top honours to Credit Suisse as the best Swiss website for corporate communications (73.5/100).

Credit Suisse has unified its corporate and commercial presence into one site to give its users a single location to find information and understand the bank, which has strong content, including news articles, images and presence in multiple social media channels.

Nestlé ranked second with 63.9 points, jumping from 7th position last year. The company was also this year’s “most improved” website, with a gain of 5.4 points from last year.

Nestlé worked on improving its communications related to the company’s identity, its CR strategy as well as employer branding.

Swisscom slipped from first to third position this year with 63.2 out of 100. The website stands out for the level of detail it provides on issues such as strategy, debt, financial data and information about members of the boards and committees that govern the company.

Swisscom has redesigned its business website, which can be accessed from the corporate website’s homepage.

5

1st

2nd

3rd

Best Improver 2012

Page 6: th 9 Edition - lundquist.it · 16th European edition and 9th in Switzerland 50 largest companies analysed in Switzerland and nearly 1000 from 40 ... 3 SCA (SE) 78.3 4 Basf (DE) 78.1

Results by sector: industrials and banks lead the way

Swiss banks have the best sector performance in the study, outperforming their European counterparts and the other financial companies such as insurance and real estate. Close on their heels, industrials and consumer goods companies did well enough to beat the European average score.

Financials (excluding banks) received the lowest average score both in Switzerland (32.2 out of 100) and in Europe (35.2). The consumer services sector, represented by only three companies in Switzerland, received an average score of 39.1.

10

10

20

30

40

5046.6 45.7

49

37.7

45.944.3

32.2

35.2

38.137.9

Consumergoods

Consumerservices

FinancialsIndustrials Banks

Average score - Switzerland 50

Average score - Europe 500

0

6

Graph 3: Swiss performance by sector compared with European average

The companies included in KWD Webranking 2012 are categorized according to the ICB methodology. Some sectors have been merged in order to have statistically significant results: Consumer goods encloses “Personal & Household Goods”, “Automobiles & parts”, “Food & beverage”, “Health care”; Consumer services includes “Media”, “Retail”, “Travel & leisure”, “Technology” and “Telecommunications”; Financials include “Insurance”, “Real Estate” and “Financial services”; Industrials contains “Basic resources”, “Construction & materials”,“Industrial Goods & Services”, “Utilities” , “Oil and gas”.

Source: KWD Webranking 2012

Page 7: th 9 Edition - lundquist.it · 16th European edition and 9th in Switzerland 50 largest companies analysed in Switzerland and nearly 1000 from 40 ... 3 SCA (SE) 78.3 4 Basf (DE) 78.1

Swiss banks perform better than European competitors

The average score of the top four Swiss banks was 49, beating the European average score by nine points. Credit Suisse and UBS distinguished themselves by also entering the Top50 at a European level. However, two of these four Swiss banks were considerably weaker, scoring well below 50 points.

Credit Suisse, with an overall score of 73.5 points retained the top position in the “Banks” sector classification both in Switzerland and in Europe. UBS, with 62.3 points, reached second position among the Swiss banks, while it ranked sixth in Europe.

IndustrialsAmong the five sectors taken into account in this year’s edition of KWD Webranking Switzerland, industrials performed well with an average score of 46.6, just above the average for the sector in Europe (45.7).

This sector included eight companies in Switzerland and 141 in the Europe 500 classification. Among the Swiss companies, ABB took first place with 55.5 points, followed by Holcim (53.1) and Sulzer (52.1). The three best companies of the sector in Europe were Eni (83.5), BASF (78.1) e Fortum (74.4).

UBS registered a good performance in the “Banks” sector notching up good scores in almost all the sections of the protocol. Although the company’s corporate website maintains a strong focus on financial information, it also offers a well-structured sustainability section as well as general company information.

ABB was the best Swiss performer among the industrials. ABB’s corporate website presents a distinctive look and feel and offers links to the company’s social media channels. The company received top scores in the sections dedicated to sustainability, company profile and financial reporting.

Top 5

Switzerland (4*) Europe (55*)

1. Credit Suisse (73.5 points)

1. Credit Suisse (73.5)

2. UBS (62.3) 2. UniCredit (70.2)

3. Julius Baer (36) 3. Danske Bank (64.5)

4. BCV (24.2) 4. Intesa Sanpaolo (64.2)

5. Swedbank (63.2)

Top 5

Switzerland (8*) Europe (141*)

1. ABB (55.5 points) 1. Eni (83.5)

2. Holcim (53.1) 2. Basf (78.1)

3. Sulzer (52.1) 3. Fortum (74.4)

4. Syngenta (48.2) 4. Snam (72.3)

5. Givaudan (47.4) 5. Terna (72)

7

* Number of companies included

Page 8: th 9 Edition - lundquist.it · 16th European edition and 9th in Switzerland 50 largest companies analysed in Switzerland and nearly 1000 from 40 ... 3 SCA (SE) 78.3 4 Basf (DE) 78.1

Consumer goods

The “Consumer goods” sector received a good average score at a European level (44.3 points). Of the 83 companies included the Swedish company SCA (78.3) again ranked first followed by the Italian company Pirelli & C. (74.2). Among the seven Swiss companies, only Nestlé did well enough to reach the top 5 places.

Financials

The “Financial sector”, which included insurers and financial services providers, scored poorly. The Italian company Assicurazioni Generali received the highest score in Europe among the 62 companies included in the “Financial sector” and only Zurich Insurance made it into the top 10.

Consumer services

Only three Swiss companies were included in the “Consumer services” sector, of which only Swisscom performed well enough to gain the second position at the European level just behind the Italian telecommunications provider Telecom Italia.

Top 5

Switzerland (7*) Europe (83*)

1. Nestlé (63.9) 1. SCA (78.3)

2. Roche (52.3) 2. Pirelli & C. (74.2)

3. Novartis (50.1) 3. Swedish Match (71.2)

4. Richemont (43.9) 4. Luxottica Group (68.4)

5. Barry Callebaut (40.3) 5. Nestlé (63.9)

Top 5

Switzerland (8*) Europe (63*)

1. Zurich Insurance (47.8) 1. Assicurazioni Generali (68)

2. Baloise (43.8) 2. Munich Re (59.6)

3. Swiss Life Holding (43.3) 3. British Land (55.3)

4. Swiss RE (40) 4. Allianz (54.5)

5. Psp (27.1) 5. Land Securities Group (53.4)

8

Top 5

Switzerland (3*) Europe (87*)

1. Swisscom (63.2) 1. Telecom Italia (87.5)

2. Dufry (27.1) 2. Swisscom (63.2)

3. Galenica (27) 3. TeliaSonera (60.8)

4. ASML (54.2)

5. Telenet (53.9)

* Number of companies included

Page 9: th 9 Edition - lundquist.it · 16th European edition and 9th in Switzerland 50 largest companies analysed in Switzerland and nearly 1000 from 40 ... 3 SCA (SE) 78.3 4 Basf (DE) 78.1

Innovating online corporate communications

The KWD Webranking study, together with research activities conducted by Lundquist into corporate responsibility, employer branding and social media, represent valuable instruments for measuring the state of corporate communications in Europe today.

Although Switzerland didn’t distinguish itself in the Europe classification in terms of score or performance, interesting examples emerged of how some Swiss companies are seeking to innovate their online presence.

Integration between corporate website and social media

Corporate communication is rapidly changing as social media break down the barriers between companies and stakeholders. Social media today comprise an important share of many companies’ online presence, meaning corporate websites are no longer the only way to enhance communication with stakeholders.

Any company’s online presence is the sum of its activities across the web. The corporate website should therefore be a starting point for users rather than a destination, as static information will no longer be encased in the corporate website but flow constantly via social channels.

Good examples of companies integrating social media content into the corporate website are Nestlé and ABB.

The food giant has been seeking to exploit the opportunities of digital channels to make its investor relations activities more engaging and personal, featuring video commentaries and dedicated Twitter and Slideshare accounts.

9

ABB, the world’s biggest supplier of power grids, has created Conversations, a website aggregating news, blogs, video and social media content about the company’s main business activities and innovations, from electricity generation to robotics and urbanisation.

Page 10: th 9 Edition - lundquist.it · 16th European edition and 9th in Switzerland 50 largest companies analysed in Switzerland and nearly 1000 from 40 ... 3 SCA (SE) 78.3 4 Basf (DE) 78.1

Use of technology to create new user experience and enhance communication

Corporate websites are generally not considered a suitable place to experiment with new technology and design because they address key corporate audiences and are not aimed at luring customers. The result of this attitude is a general flatness (of design and interaction patterns) and uniformity of choices (of information architecture and navigation).

However among the new Swiss sites that have been launched this year, we found some examples of companies that are willing to innovate.

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Lundquist Srl represents KW Digital in Italy:

Lundquist is a strategic communication consultancy, specializing in online corporate communication and with particular expertise in financial, CSR, Employer Branding and social media communications. On the strength of its experience and research activity, Lundquist provides intimate knowledge of international best practice and user requirements, underpinning consulting services covering digital communication and social media strategies.

Cristina UrbanProject manager KWD Webranking Switzerland

t (39) 02 3675 4126@ [email protected]

To order a copy of the KWD Webranking Report 2012 or for a website assessment, write to: [email protected]

Joakim LundquistHead of KW Digital Switzerland and founder of Lundquist Srl

Sara RusconiHead of KWD Webranking Switzerland and partner at Lundquist

KW Digital is a division of King Worldwide - the leading global financial communications and stakeholder management company employing over 900 staff and serving more than 1,000 clients from offices in New York, Chicago, London, Stockholm, Madrid, Moscow, Dubai, Hong Kong and Taipei. For more information about KW Digital please visit: www.kw-digital.com.

lundquist.

Geberit’s website features an interesting user experience with a strong emphasis on visual communications.

Page 11: th 9 Edition - lundquist.it · 16th European edition and 9th in Switzerland 50 largest companies analysed in Switzerland and nearly 1000 from 40 ... 3 SCA (SE) 78.3 4 Basf (DE) 78.1

KWD Webranking 2012

The KWD Webranking survey, now in its 16th European edition, is the most in-depth analysis of online financial and corporate communications in Europe.

The KWD Webranking is a valuable instrument not only for measuring the effectiveness of a company’s online communication but also for comparing results with national and international peers. The study evaluates the English language version of corporate websites, excluding commercial sections.

In Switzerland, the research ranked the 51 biggest companies by market capitalisation as of May 2012 while at a European level 766 companies were evaluated. KWD Webranking also ranks 145 of the largest publicly listed companies included in the Middle East and North Africa.

National rankings for 19 countries are compiled as well as a European ranking consisting of the largest 500 companies by market value (based on the FT Europe 500 index). In addition to the European ranking, the research includes a study of companies in the FT Global 100 list. The European classification included 39 Swiss companies in 2012.

KWD Webranking 2012 process

The research consists of a series of distinct stages. First of all, the communication needs of the financial market are reflected in the research via a questionnaire submitted to analysts, investors and financial journalists every year.

The results are then used as the basis for updating the evaluation criteria. After revising the protocol, the annual evaluation of the corporate websites takes place.

The results of the research are published by some of the most important newspapers across the continent.

KWD Webranking 2012 process

11

Ranking protocol including 100

criteria divided into 10 sections

325 measurements (+ 76

compared to 2011), 65 of which dedicated to social media

Each site evaluated twice (top performers a third time)

4 hours on average spent analysing each corporate website

Hundreds of best practice examples identified

Page 12: th 9 Edition - lundquist.it · 16th European edition and 9th in Switzerland 50 largest companies analysed in Switzerland and nearly 1000 from 40 ... 3 SCA (SE) 78.3 4 Basf (DE) 78.1

The KWD Webranking 2012 questionnaire

The KWD Webranking questionnaire asked analysts, investors and business journalists what they expect from a corporate website. Based on answers from 311 respondents, the following areas are considered most important:

The annual employer branding questionnaire collected responses from 187 professionals and college students from across Europe and determined the criteria for the employer branding section.

The results of this questionnaire showed that the corporate website and social media channels are the main sources of information when searching for job vacancies and other career information.

Almost 60% said they search for information about potential employers in social media, an increase of 10% from last year. Of those using social media, 40% use LinkedIn, 25% Facebook and 24% Wikipedia, 15% Twitter, 10% Google+ and 7% YouTube.

KWD Webranking 2012 Protocol

The KWD Webranking 2012 protocol includes 100 criteria divided into 10 sections for a maximum score of 100 points.

New to the protocol is the elimination of a section dedicated to social media and search. Instead, the research evaluated social media content, presence in Google search and relevant search results found in each website’s internal search engine for each applicable criterion. The total score for social media and search tests was 13.5 out of 100.

The section on financial information remains the most important (financial reporting, general financial information plus share information) and accounts for 41 points.

The maximum score in the sections dedicated to corporate governance, corporate responsibility and employer branding were all raised. The maximum score in the sections dedicated to corporate governance and corporate responsibility rose to 12 from 8 while the maximum score in the employer branding section increased by three points (13 vs. 10).

The maximum score for the section dedicated to the company’s general information rose to 14 from 12 last year.

Most requested information by respondents in the capital markets questionnaire1. Indication of future performance (strategy, financial targets and

growth drivers)

2. Market share

3. Information about executives and board members

4. Risk management (including description of operational risks)

5. Financial performance (reports, key figures, etc.)

Social media and search

13.5Points out of 100

Employer branding questionnaire 2012 vs 2011

+10%use social media channels when searching for a job

12

Changes to the scores

+ About usCorporate governanceCSREmployer branding

- Media Financial reporting

Page 13: th 9 Edition - lundquist.it · 16th European edition and 9th in Switzerland 50 largest companies analysed in Switzerland and nearly 1000 from 40 ... 3 SCA (SE) 78.3 4 Basf (DE) 78.1

KWD Webranking 2012 Switzerland Top50 classification

Position 2012

Change Position 2011

Company Score2012

1 k 2 Credit Suisse 73.5

2 k 7 Nestlé 63.9

3 l 1 Swisscom 63.2

4 l 3 UBS 62.3

5 = 5= Nobel Biocare 56.3

6 k 9= ABB 55.5

7 k 8 Holcim 53.1

8 l 4 Roche 52.3

9 k 11= Sulzer 52.1

10 l 9= Novartis 50.1

11 k 15 Syngenta 48.2

12 k 13= Zurich Insurance 47.8

13 k 16= Givaudan 47.4

14 k 20 Sika 45.4

15 = l 5= Fischer 44.1

15 = l 11= Oc Oerlikon 44.1

17 = l 13= Geberit 43.9

17 = k 24 Richemont 43.9

19 l 16= Baloise 43.8

20 k 30 Swiss Life Holding 43.3

21 l 19 Lonza 41.6

22 k 28 Straumann 41

23 k 29 Barry Callebaut 40.3

24 k 26 Swiss Re 40

25 k 27 Clariant 37.4

26 k 32 Sgs 36.2

27 = l 21= Actelion 36

27 = k 31 Julius Baer 36

29 l 25 Schindler 35.9

30 k 34= Sonova 35.1

31 l 18 Adecco 34.1

32 k 36 Kuehne+Nagel 33.3

33 k 34= Sarasin 32.7

34 k 38 Helvetia Holding 32

35 n.a. n.a. DKSH Holding 30.5

36 k 41= Ems-Chemie 29.3

37 = l 33 Logitech 27.9

37 = k 40 Temenos 27.9

39 k 44= Transocean 27.7

40 = k 46 Dufry 27.1

40 = k 49 PSP 27.1

42 k 43 Galenica 27

43 = l 37 Lindt 25.8

43 = k 51= Partners Group 25.8

45 n.a. n.a. Banque Cantonale Vaudoise 24.2

13

Page 14: th 9 Edition - lundquist.it · 16th European edition and 9th in Switzerland 50 largest companies analysed in Switzerland and nearly 1000 from 40 ... 3 SCA (SE) 78.3 4 Basf (DE) 78.1

Position 2012

Change Position 2011

Company Score2012

46 k 58= Gam 23.4

47 k 55= Aryzta 22.9

48 k 58= Swatch Group 22

49 k 57 Swiss Prime Site 18.1

50 k 66 Pargesa 12.1

51 k 70 Valiant 0.3

Note: New entries are highlighted in grey.

The maximum score is 100 points. The 51 companies were selected from the SMI Index in May 2012. Each site was evaluated twice by different researchers between beginning of July and August 24. Companies in the top ten were ranked evaluated three times.

Previous years’ rankings can be found at www.webranking.eu.

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Page 15: th 9 Edition - lundquist.it · 16th European edition and 9th in Switzerland 50 largest companies analysed in Switzerland and nearly 1000 from 40 ... 3 SCA (SE) 78.3 4 Basf (DE) 78.1

KWD Webranking 2012 Europe 500 classification and the 39 Swiss companies included

Position 2012

Change Position 2011

Company Country Score2012

1 = 1 Telecom Italia ITA 87.5

2 = 2 Eni ITA 83.5

3 k 5 SCA SWE 78.3

4 l 3 Basf GER 78.1

5 k 8 Fortum FIN 74.4

6 n.a. n.a. Pirelli & C. ITA 74.2

7 k 20 Credit Suisse SWI 73.5

8 k 11 Snam ITA 72.3

9 k 19 Terna ITA 72

10 k 12 Swedish Match SWE 71.2

11 = k 15 Bayer GER 70.2

11 = l 9 UniCredit ITA 70.2

13 l 12 Wärtsilä FIN 69.8

14 k 26 Luxottica Group ITA 68.4

15 l 7 Deutsche Post DHL GER 68.1

16 k 18 Assicurazioni Generali ITA 68

17 k 35 Skanska SWE 67.5

18 l 13 SKF SWE 67.3

19 l 4 Repsol SPA 66.9

20 k 22 Metso FIN 66.4

24 k 69 Nestlé SWI 63.9

28 l 17 Swisscom SWI 63.2

32 l 22 UBS SWI 62.3

56 k 116= ABB SWI 55.5

73 k 76 Holcim SWI 53.1

76 l 35 Roche SWI 52.3

78 k 146 Sulzer SWI 52.1

93 k 116= Novartis SWI 50.1

113 k 158 Syngenta SWI 48.2

119 k 150 Zurich Insurance SWI 47.8

124 k 160 Givaudan SWI 47.4

142 k 187 Sika SWI 45.4

163= l 150 Geberit SWI 43.9

163= k 212 Richemont SWI 43.9

166 l 160 Baloise SWI 43.8

171 k 281 Swiss Life Holding SWI 43.3

218 n.a. n.a. Barry Callebaut SWI 40.3

222 k 251 Swiss RE SWI 40

268 n.a. n.a. Clariant SWI 37.4

293 k 307 SGS SWI 36.2

300= l 188 Actelion SWI 36

300= l 294 Julius Baer SWI 36

302 l 215 Schindler SWI 35.9

310 k 343 Sonova SWI 35.1

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Page 16: th 9 Edition - lundquist.it · 16th European edition and 9th in Switzerland 50 largest companies analysed in Switzerland and nearly 1000 from 40 ... 3 SCA (SE) 78.3 4 Basf (DE) 78.1

Position 2012

Change Position 2011

Company Country Score2012

330 l 174 Adecco SWI 34.1

339 k 354 Kuehne+Nagel SWI 33.3

395 l 369 Ems-Chemie SWI 29.3

411 l 386 Transocean SWI 27.7

416= n.a. n.a. Dufry SWI 27.1

416= n.a. n.a. PSP SWI 27.1

419 n.a. n.a. Galenica SWI 27

431= l 359 Lindt SWI 25.8

431= l 425 Partners Group SWI 25.8

440 n.a. n.a. Banque Cantonale Vaudoise SWI 24.2

446 n.a. n.a. Aryzta SWI 22.9

451 l 449 Swatch Group SWI 22

475 n.a. n.a. Swiss Prime Site SWI 18.1

485 l 474 Pargesa SWI 12.1

Note: New entries are highlighted in grey.

The maximum point score is 100 points. The European companies have been selected from the FT Europe 500 list.

The complete ranking can be found on www.webranking.eu.

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