LinkedIn reveals Australia's top 10 most influential brands

South-Australian member community takes top spot from last year's leader, CPA Australia

LinkedIn has revealed its list of Australia’s top 10 most influential brands based on their content marketing efforts.

The list was topped by the Australian Institute of Business, a higher education group based in South Australia with more than 20,000 followers, followed by Telstra, which has more than 107,000 followers across the professional community.

The list is based on a content marketing score calculated both on measuring a brand’s unique engagement, and dividing it by a brand’s audience.

In a statement, the AIB’s joint CEO, Joel Abraham, said LinkedIn was proving a strong platform for community members to connect, engage, interact and learn.

“The Australian Institute of Business is committed to providing valuable content to our students, graduates and the broader business community seeking to further their personal and professional lives.”

Banks put in a strong showing on this year’s list, with Commonwealth Bank taking third place, ahead of rivals ANZ and National Australia Bank. Rounding out the top 10 were Deloitte Australia, CPA Australia (which topped last year’s rankings), Qantas, Optus and Westpac.

LinkedIn said the most effective brands use a mix of reach, frequency and engagement to boost engagement across the platform. In addition, they are encouraging employees to act like influencers and boost the reach and engagement of their content by sharing it with their contacts.

Globally, it found 99 per cent of the top brands had employees sharing their content to their networks, while 97 per cent have employee posts contributing to their content efforts. In addition, 99 per cent regularly share updates on the LinkedIn Company Page and 73 per cent are using the platform's sponsored updates. All top brands post an average of 12.6 updates per week.

Related: Telstra jumps into new LinkedIn content marketing program
Why LinkedIn was the talk of Content Marketing World

The top globally influential brands list was dominated by technology and media brands. In the number one spot was Microsoft, followed by Forbes, Harvard Business Review, IBM and Inc in the top five. Rounding off the global list was HP, Google, Salesforce, Domo and Ernst & Young.

When it comes to the content resonating most with LinkedIn audiences, current affairs and financial news is proving most popular, then professional development, leadership and productivity. Company and industry trends placed third.

“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,” commented LinkedIn A/NZ director of marketing solutions, Matt Tindale.

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

LinkedIn has more than seven million members in Australia and 364 million members worldwide.

Australia’s top 10 list

  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
  10. Westpac

Follow CMO on Twitter: @CMOAustralia, take part in the CMO Australia conversation on LinkedIn: CMO Australia, join us on Facebook:, or check us out on Google+:

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