Two thirds of Italy’s leading companies overlook LinkedIn as social media channel, new Lundquist research shows

Lundquist’s first study into corporate use of professional networking platforms reveals that two thirds of Italy’s top 100 companies do not actively manage their presence on LinkedIn, the most popular network of its kind, meaning they are missing out on a chance to promote their activities and build relationships with online audiences.

Among companies that have started to use LinkedIn proactively, the research highlighted positive examples from Edison, Eni, Fiat SpA, Indesit, STMicroelectronics and Telecom Italia.


Lundquist’s latest research, published today exclusively in CorrierEconomia, shows not only that companies are neglecting LinkedIn’s recruitment potential but also that a majority have not integrated LinkedIn in any meaningful way in their corporate communications strategy. This reluctance contrasts with the interest
LinkedIn members express with regards to corporate profiles: Lundquist’s study found that the top 100 Italian companies have three times as many followers on LinkedIn as employees signed up to the social network. Even in times of economic hardship, ignoring professional networking platforms means ignoring an interested audience.


The research also demonstrates that taking a more proactive approach to LinkedIn is generally rewarded by a larger number of followers. The 58 companies that still have only an automatically generated profile boast on average 3,000 followers each while the 30 that directly manage their page attract almost twice as many.


It is a common misconception that professional networking platforms like LinkedIn are mere recruitment tools for companies. Even though this kind of social network is designed to bring together job demand and supply and for employer branding purposes generally, professional networking platforms can also play an important role in building a company’s online reputation and represent a tool to boost brand awareness and engagement.


The LinkedIn study is part of the Lundquist Social Media Awards, a new project that aims to provide detailed coverage of how companies use social media for
corporate purposes
. The awards will aggregate a series of individual studies focusing on each of the main social media channels: Wikipedia (the results of which have already been announced), LinkedIn, Facebook, Twitter, Slideshare, YouTube, Flickr and Pinterest.

Key facts & figures from the research:

>> 12% of Italy’s top 100 companies have no LinkedIn company page

>> Of those with a company page, two thirds have yet to take charge of their automatically generated profile

>> Only 13 companies post open positions on LinkedIn, of which 8 allow candidates to apply directly via the social network

>> 30% of companies have no description on LinkedIn of what they do and 4 have profiles containing no information whatsoever

>> Only 9 companies post status updates about their activities

>> 15 companies promote their products or services on LinkedIn

Read the full findings:
Lundquist Social Media Award: part 2 – Professional networking platforms (in Italian)
Article on CorrierEconomia (in Italian)

Read our blog

Our blog is an informal space we use to keep in touch with friends and all those who share our enthusiasm for digital and corporate communications. We post our views on interesting trends, comment on best practice or report back from the conferences we speak at or attend. We also highlight our latest videos and post announcements and photos from our own events. We hope you’ll be inspired to think, comment and share.

Latest news

Webranking 2016-2017 Europe: Is your corporation communications primed for a Trump era?

As published by the FT’s Investors Chronicle and Italy’s Corriere Economia (Corriere della Sera), the 20th edition of Webranking reveals that European stalwarts are paving the way to credible comms. The ranking is conducted by Comprend in collaboration with Lundquist.


Winners: Snam, Wärtsilä and ENI clinch the titles for best online communicators in Europe


Read our whitepaper here


Bilanz exclusively covers 3rd edition of Swiss non-listed research

Swiss business weekly Bilanz reports exclusively today that for Swiss non-listed companies, the gap between companies who strive to communicate credibly and those who fail to provide adequate information is widening. Now in its third edition, Lundquist conducts the Swiss ranking in collaboration with Comprend.


Winners: Swiss Post, Zürcher Kantonalbank and SBB clinch the titles for best digital communicators



Our latest thinking

© 2016 Lundquist – Partita IVA 05881100969