Corporate website trend: From single source of truth to the provider of different opinions

Summary: Moving ‚from single source of truth to provider of different opinions‘ is the fifth corporate website trend we identified. This post is part of a series of blog posts in which we look at trends for corporate websites.

One of the biggest problems with corporate websites is that they are seen as yet another company’s broadcasting channel. No matter the information it will always have the company’s positive spin on it. It was a comfortable position for companies back when corporate websites were the main destination to find information. But these days your audience can get information about your company from a variety of (online) sources. You say you are the best employer in the world? Well, people on Glassdoor say the opposite. You say your CSR campaign is an incredible hit? Well, people in forums and communities beg to differ. No matter what, people will probably trust your content on your website less than other sources. And these days it’s easy to find these sources, so it’s not advisable to bury your head in the sand.

To earn the trust of your audience the corporate website will need to move from single source of truth to the provider of different opinions. Corporate websites are starting to provide corporate and non-corporate content, i.e. 3rd party or user-generated content. This is a tall order for most companies, as it can potentially mean losing control of your message if done wrong. Thus, we probably won’t see radical shifts in this trend but slow developments, starting on social media channels, microsites, then brand sites and ultimately corporate websites.

One of the simpler and most cost-effective way of providing different opinions is content curation. Thus, the corporate website team curates relevant, external content that was not produced by them but 3rd parties. The adidas Group have started doing this with their recent relaunch of their corporate website.

In 2013 Siemens teamed up with Zooppa to crowdsource videos through a contest. Participants were asked to create original footage about  inventions that can help us lead a sustainable life in the cities. 

Siemens - Crowdsourcing video messages

Siemens – Crowdsourcing video messages

The requirements of the contest stipulated explicitly that the video must not be Siemens branded. Some of these videos can now be found on the Siemens homepage. They are part of the /answers campaign, which uses storytelling to build an emotional connection between the audience and the company.  Siemens understood quite well, that if the content is good, it will speak for itself and spread across the social web. Nice touch, that Siemens could indirectly be associated with the innovation initiative.

One interesting way of providing opinions and views from different people is using employees’ tweets. In the end, people connect to people, not companies. Below you see a screenshot from the General Electric homepage from 2012. It displays tweets from GE employees as well as their picture. 

GE employee tweets on the corporate homepage

GE employee tweets on the corporate homepage

Now, I assume that GE has some tools in place to pick the right tweets and to avoid any embarrassing tweets showing up.

For writing this blog post I revisited the GE website. GE have now moved employee and non-GE-employee tweets to the Story section. In a sense that is a shame, as those tweets are not front and center anymore. On the other hand, tweets are now embedded into the right context (Link to a GE Story).

GE employee tweets are displayed at the end of GE Stories

GE employee tweets are displayed at the end of GE Stories

What is important to understand in a networked world is that we are not dealing with B2B or B2C anymore. It’s all P2P – People to People. People trust people, at least more than they trust companies. Thus, in a sense you don’t want your audience to connect to your company but to the people who run your company including any employee. But organisations can also think beyond their own employees. They could include tweets or other content from analysts, journalists, CSR professionals, partners, sports stars (if for example the brand is in the sports business) etc.

A more elaborate and time and cost intensive way of providing different opinions is corporate blogging. Corporate blogs offer an opportunity to provide more informal insights into the company and conversational content if done right. Ideally, employees and managers of the company write interesting blog posts about their work, opinions, insights. If done right, corporate blogs can definitely support marketing and recruitment efforts in an informal and indirect manner. However, companies should consider their audience and effort it takes to make it work! Personally, I like the adidas Group Corporate Blog. It is written by employees and touches on a large variety of topics that are interesting and relevant to me.

adidas Group blog

adidas Group blog


Opening up the corporate website to non corporate and third-party content is a huge change. But there are a few simple steps that can be taken towards it.

This blog post is part of a series of posts in which we delve into the trends for corporate website that we have identified. The series:

  1. From static to real-time information
  2. From text to active content
  3. From channel to canvas
  4. From desktop to mobile
  5. From single source of truth to the provider of different opinions
  6. From destination to platform
  7. From providing information to providing a service
  8. From company centric design to user centric design
  9. From single launch to continuous improvement

© Picture Credit: Paul Gallo

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