LinkedIn has revealed what it claims are the most influential brands in the UK with Ernst and Young emerging on top while BP, The Financial Times and The Economist also appeared in the top 10.
The report analysed the 18 million LinkedIn members across the UK and compiled a ranking by measuring a brand’s unique engagement and dividing it by audience.
The data identifies the behaviours and activities which boost content engagement and illustrate that the most effective brands use a combination of reach, frequency and engagement to increase engagement on the platform. The report also found that the leading brands regularly share updates on their LinkedIn Company Page, while 73 per cent make use of Sponsored Updates.
The leading organisations were also found to encourage their employees to be influential and share content with their followers which resulted in around 97.6 per cent of top brands’ employees contributing to the success.
Joshua Graff, senior director of marketing solutions at LinkedIn EMEA, said: “With business professionals being 90 per cent through the purchase decision making journey before reaching out to a vendor, content is now the primary way to engage, educate and inspire your customer base.
"In a world where professionals are time poor, mobile-minded and have an ever increasing content quality bar, these 10 brands have broken through the clutter to provide high quality, personalised and relevant content that helps their customers and employees become more productive and successful. To be taken seriously, content must provide utility and these brands are doing just that.”
2015 top 10 most influential brands among UK LinkedIn members:
4. Financial Times
5. McKinsey & Company
6. The Economist
7. Michael Page
9. Standard Chartered Bank