FRENCH C-SUITE LEADERS HAVE THE MOST INVESTED DIGITAL AUDIENCES ACROSS EUROPE, RESEARCH FINDS
Communication agency, JIN, has launched a sectoral index analysing the digital editorial lines of C-level leaders on LinkedIn and contrasting them with real life indicators extracted from their corporate annual reports. French C-suite leaders were found to be the most engaged with Germany coming in a close second and the UK ranking third. Women were also identified as being more influential than their male counterparts in the digital C-suite sphere.
The JIN Positive Influence Index ranked companies of C-suite in Germany, France and UK to help assess their digital editorial lines found on LinkedIn. The results aim to create a basis for discussion and comparison across European industries and markets, while also unveiling patterns, similarities and disparities between C-suite leaders across countries.
The methodology looked at quantitative elements such as the number of posts, followers and engagement, alongside qualitative measures including editorial lines, discussion and followers. The first edition focused on companies that belong to the ‘Green Ecosystem’ as a sector that poses a current challenge for many businesses.
Strong discrepancies were identified between French, German and UK C-suite leaders in the way they communicate online. Female C-suite leaders were revealed to be underrepresented across the ranking, regardless of the country or sector in which they work.
Of the 174 CEOs from European companies included in the ranking, just 27 were female. Only three of the top 20 were female, with just one ranking among the top 10. Despite being underrepresented in the digital C-suite sphere, women on average scored higher than their male counterparts in terms of engagement with editorial lines focused on topics such as diversity and sustainability.
Merve Liebelt, general manager of Europe & VP International at JIN, says, “The JIN Positive Influence Index makes the lack of female representation in senior management positions particularly visible. Our analysis of female leaders' posts on LinkedIn demonstrates they are able to communicate on the issues that their audiences want to hear about and their opinions are sought after. We can only hope for a more balanced participation of male and female leaders in the C-suite in the future, as positive influence grows in relevance in business discussions.”
While the primary focus of the index was on Green Ecosystems, JIN also wanted to look at social factors such as diversity, inclusion and employee wellbeing. Find out more information about the Index and its results here.
