Corporate Eye

Amlin PLC — Corporate Websites Done Right

Amlin is a world class insurance company. The first place I visited, like most, was the About Us section–

The design is minimalist but the content is robust. The left navigation contains most of what you might want from an About Us section. The right navigation gives you more content.

Access an an HTML version of the Annual Report. Noteworthy is their upfront statement that they delivered robust performance despite the economic crisis. Right to the point, no hype, compelling, you want to learn more about this company.

All stakeholders will find useful information. This is an excellent example of knowledge management and transparency.

Amlin, like other companies, displays its strategy. But unlike other companies, it goes into substantive detail. Also, unlike other companies it displays its performance against its strategic goals–

This display is only for Amlin’s first goal, there are more Key Performance Indicators. Not surprising that they won PriceWaterhouseCooper’s Building Public Trust Award “For Telling It How It Is” in the FTSE 250 award in 2008.

“Excellent reporting from many different perspectives. All narrative disclosures are underpinned by clear strategic information linked to key performance indicators, with good detail on management of resources and relationships. Comprehensive forward-looking information, including market trends and targets. This is a very complex business, but the overview and use of colour-coding make its annual report easy for anyone to navigate and understand. Well done!”

I could not find this award on Amlin’s website. Suggestion to Amlin — post this award and apply for others.

I further investigated the website to find out more about what makes this company tick. I only had to click on the PEOPLE navigation that appears on the topline navigation.

You must visit View Staff Case Studies and click on the names below Meet Our Staff and view an hourly view of a day in the life of the staff member. Also View Survey Results to view the results of staff surveys. This is the first time I have seen this displayed on a corporate website.

Well done indeed Amlin Plc.

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Ed Konczal has an MBA from New York University's Stern School of Business (with distinction). He has spent the last 10 years as an executive consultant focusing on human resources, leadership, market research, and business planning. Ed has over 10 years of top-level experience from AT&T in the areas of new ventures and business planning. He is co-author of the book "Simple Stories for Leadership Insight," published by University Press of America.