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LinkedIn reveals Australia’s top 10 most influential brands

Social & Digital

LinkedIn reveals Australia’s top 10 most influential brands


The Australian Institute of Business, Telstra and Commonwealth Bank have taken out the top three spots on a list of Australia’s Most Influential Brands, according to LinkedIn.

Based on LinkedIn’s content marketing score, a score measuring a brand’s unique engagement and dividing it by its audience, LinkedIn has revealed its most influential brands among its 364 million members worldwide as well as the most influential brands among its 7 million Australian members.

Top 10 most influential brands among LinkedIn members in Australia

  1. Australian Institute of Business,
  2. Telstra,
  3. Commonwealth Bank,
  4. ANZ,
  5. National Australia Bank,
  6. Deloitte Australia,
  7. CPA Australia,
  8. Qantas,
  9. Optus, and
  10. Westpac.

The Australian Institute of Business joint-CEO Joel Abraham says that LinkedIn offers a platform that is perfect for its community members to connect, engage, interact and learn.

LinkedIn has data from the top ten brands in order to identify the behaviours and activities that boost content engagement. The most effective brands use a mix of reach, frequency and engagement to boost engagement on LinkedIn.

Influential brands’ behaviours on LinkedIn

  • 99% of the top global brands have employees sharing their content to their networks,
  • 97% of the top global brands have employee posts contributing to their content efforts,
  • 99% of top brands regularly share updates on their LinkedIn company page, and
  • 73% of top brands utilise sponsored updates.

The top brands also encourage their employees to share their company’s content with their own contacts in an effort to boost the reach and engagement.

Top three content topics that resonate with audiences

  1. Current affairs and financial news,
  2. professional development, leadership and productivity, and
  3. company and industry trends.

LinkedIn’s director, marketing solutions Matt Tindale says that analysing the industry in question and creating an engaging content calendar is key to creating material that will be effective in catching the attention of audiences.

“Today’s professionals are consuming diverse forms of content. 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,” Tindale says.

“Brands that get content, context and relevance right at scale are winning.”

Top 10 most influential brands among LinkedIn members globally

  1. Microsoft
  2. Forbes
  3. Harvard Business Review
  4. IBM
  5. Inc.
  6. HP
  7. Google
  8. Salesforce
  9. Domo
  10. EY



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