Using their Content Marketing Score, a recommendation engine measuring a brand’s engagement and then dividing it by its audience, LinkedIn ranked the Australian Institute of Business as the most influential brand among the members on the service.
Telstra came in second place, followed by the Commonwealth Bank. The big four banks all had spots in the top ten; the ANZ bank came in at number 4, National Australia Bank took spot 5, and Westpac closed off the list at number 10.
The data revealed that 99 per cent of the top global brands on LinkedIn have their employees sharing the company’s content throughout their own networks, 99 per cent of the top brands are sharing updates on their LinkedIn page on a regular basis, and 97 per cent of the top brands are using employee posts as part of their overall content effort.
“Today’s professionals are consuming diverse forms of content,” LinkedIn ANZ Marketing Solutions Director Matt Tindale said.
“The brands achieving cut-through are developing high-quality content that is personalised to their audience’s interest areas and are humanising it by getting their employees to amplify it through their networks. Brands that get content, context and relevance right at scale are winning.”
The 2015 top ten most influential brands among Australia-based LinkedIn members:
- Australian Institute of Business
- Commonwealth Bank
- National Australia Bank
- Deloitte Australia
- CPA Australia