Study

Digital Corporate Communications Benchmark 2025: How digital is the communication of DAX and MDAX companies?

Date
16/07/2025

Corporate websites, career pages, social media and digital events - companies today have a multitude of digital communication channels at their disposal. But how consistently are they being utilised?

The new Digital Corporate Communications Benchmark 2025, developed by RYZE Digital together with Mainz University of Applied Sciences, provides the answers. The study analyses the degree of digitalisation of corporate communications at 90 listed companies from the DAX and MDAX - and shows where digital strengths lie, where there is a need for action and which strategies are really proving their worth.

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Study design: Data basis and analysis method at a glance

The study is based on a mixed-methods approach: In a quantitative analysis, over 90 companies were analysed using 112 evaluation criteria in five focus areas. This was based on publicly available data on corporate websites, career portals and social media channels such as LinkedIn, Instagram and X (formerly Twitter).

In addition, qualitative interviews were conducted with experts from the fields of corporate communications and investor relations in order to gain in-depth insights into strategic challenges and best practices. The combination of data analysis and in-depth interviews provides a precise picture of the status quo - and delivers well-founded recommendations for practice.

The most important findings at a glance

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Extract of findings from the focus areas of employer branding and investor relations

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Extract of findings from the focus areas of recruiting and public relations

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Extract of findings from the CSR and sustainability communication focus area

1 Employer branding: LinkedIn is mandatory, interaction is optional

All of the companies analysed are present on LinkedIn - but only around 20% actively respond to comments. Particularly effective: video content (83%) and employee testimonials (68%). Authentic insights, an active corporate culture and clear values create trust - and are becoming increasingly important for applicants.

SEO tip: If you want to strengthen employer branding digitally, you need more than a career menu - you need storytelling, interactive formats and a clear EVP (Employer Value Proposition).

2. recruiting: digital yes - but not yet universal

Most companies use platforms such as LinkedIn, StepStone or Indeed for digital recruitment. However, only 36% of companies offer a fully digitalised application process. Direct applications via social media, chatbots or video interviews are still the exception rather than the rule.

Conclusion: A smooth, digital application process is a real competitive advantage - especially when it comes to attracting young talent. There is still a lot of untapped potential here.

3. public relations: active on social media - but without real dialogue

YouTube, Instagram, X: Companies have a large social media presence - but little interaction. Only a few companies moderate their channels or regularly respond to comments. Even rarer: social commerce or video testimonials as anchors of trust.

Tip: Strong digital PR requires more than reach - namely dialogue orientation, responsiveness and clear editorial strategies.

4. investor relations: strategy beats a jungle of figures

88% of companies communicate their corporate strategy online - often supplemented by values (92%) and compact key figure dashboards. Digital IR events, microsites and clear contact options are increasingly standard.

Important: Investors don't just want figures, they want categorisation and transparency. Those who score points with HTML reports, interactive graphics and good UX gain trust.

5 CSR communication: between obligation and positioning

Sustainability has arrived in corporate communications: 99% of companies publish CSR or sustainability reports, mostly based on ESG criteria. However, many neglect accessible content, gender-sensitive language or dedicated contact forms.

Recommendation: Sustainability communication must not remain a purely compulsory programme. It is a key tool for reputation, stakeholder dialogue and differentiation from the competition.

Compilation of slides from a study

Digital Corporate Communication Benchmark 2025

Find out how DAX40 and MDAX companies organise their digital communication in the areas of human resources, public relations, investor relations and corporate social responsibility.
Download the study now free of charge.

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Conclusion: Digital is the standard - real experience remains the exception

The results of the Digital Corporate Communications Benchmark 2025 show that Digital corporate communications are in a solid position, but are still far from being fully utilised. In many places, strategic prioritisation, technical integration and cross-channel experiences are lacking.

Anyone still working with generic career pages, PDF-only reports or unmoderated social media channels is missing out on valuable opportunities.
The competition for visibility, trust and talent will be decided digitally - through relevance, user guidance and dialogue strength.

Our recommendation: think digital communication - strategic, user-centred, measurable

The results of the benchmark clearly show that digital communication has long been a must - but the key lies in the strategic interplay of content, technology and user guidance. This is exactly where our work comes in.

As an agency for digital corporate communications, we develop solutions that not only fulfil current requirements, but also create real experiences - for applicants, investors, media and customers alike. We combine in-depth analysis, cross-channel strategy and a deep understanding of corporate content.

If you want to future-proof your communication, you need more than tools and channels - you need clarity in the message, consistency in the playout and relevance in the experience.

We accompany you. Strategically. Digitally. RYZE.

Amelie Missner Head of Corporate Communications & Reporting

 

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