{"id":95219,"date":"2026-06-09T12:38:16","date_gmt":"2026-06-09T12:38:16","guid":{"rendered":"https:\/\/newonclusivstg.wpengine.com\/?p=95219"},"modified":"2026-06-25T13:03:40","modified_gmt":"2026-06-25T13:03:40","slug":"energy-brands-on-linkedin","status":"publish","type":"post","link":"https:\/\/onclusive.com\/en-gb\/resources\/blog\/energy-brands-on-linkedin\/","title":{"rendered":"Winning the LinkedIn battle: how energy brands control narrative on the platform that matters most"},"content":{"rendered":"\n<section\n    class=\"block-pcon\">\n\n      \n\t\t\t<div class=\"post_content--wrapper\">\n\t\t\t\t<div class=\"post_content--copy  \">\n\t\t\t\t\t<div class=\"post_content--copy-inner-wrapper\">\n\n\n\t\t\t\t\t\t\t\t\t\t\t\t\t<div class=\"post_content-copy-wrapper\">\n\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t  \t\t<h2><strong>Why LinkedIn is the energy sector&#8217;s most consequential communications channel<\/strong><\/h2>\n<p><span style=\"font-weight: 400;\">Not all media channels are equal for all industries. For energy brands on<a href=\"https:\/\/news.linkedin.com\/about-us\" target=\"_blank\" rel=\"noopener\"> LinkedIn<\/a>, the platform occupies a position that has no equivalent elsewhere in the media landscape: it is simultaneously the professional network where investment decisions are shaped, where regulatory relationships are managed, where talent is attracted, and where earned credibility &#8211; the kind that comes from third-party commentary rather than corporate publishing &#8211; is built or lost.<\/span><\/p>\n<p><span style=\"font-weight: 400;\">Social media volume in energy is dominated by platforms that drive consumer noise. Shell alone generates 7.76 million social media mentions across the full dataset. But volume and influence are different things. A trending moment on X driven by fuel price anxiety is not the same as a sustained pattern of analyst commentary, peer sharing, and industry-professional engagement on LinkedIn. The former is reactive and ephemeral. The latter compounds.<\/span><\/p>\n<p>&nbsp;<\/p>\n<p><span style=\"font-weight: 400;\"><a href=\"https:\/\/onclusive.com\/en-gb\/resources\/whitepaper\/energy-industry-trends-2026\/\" target=\"_blank\" rel=\"noopener\">Onclusive&#8217;s Energy Industry Scan<\/a> 2026 analysed 253,900 LinkedIn mentions across 86 energy companies over a three-month period from December 2025 to March 2026, covering both owned media (posts published by companies) and earned media (third-party mentions generated about companies). The dataset covers 4,404 company posts and provides the most granular public analysis of how energy brands perform on LinkedIn currently available.<\/span><\/p>\n<p><span style=\"font-weight: 400;\">What it reveals is that energy brands on LinkedIn are not competing on an equal footing &#8211; and the gap between the companies that understand this channel and those that do not is wider than most communications teams realise.<\/span><\/p>\n \n\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t<\/div>\n\t\t\t\t\t\t\n\t\t\t\t\t\t\n\t\t\t\t\t\t\n\t\t\t\t\t<\/div>\n\t\t\t\t<\/div>\n\t\t\t<\/div>\n\n\t\t\n<\/section> \n\n\n\n\n\n<figure class=\"wp-block-embed is-type-video is-provider-youtube wp-block-embed-youtube wp-embed-aspect-16-9 wp-has-aspect-ratio\"><div class=\"wp-block-embed__wrapper\">\n<iframe title=\"Energy Industry Scan 2026: How the Iran Conflict Reshaped the Entire Sector\" width=\"500\" height=\"281\" src=\"https:\/\/www.youtube-nocookie.com\/embed\/4z7zkPElKBc?feature=oembed\" frameborder=\"0\" allow=\"accelerometer; autoplay; clipboard-write; encrypted-media; gyroscope; picture-in-picture; web-share\" referrerpolicy=\"strict-origin-when-cross-origin\" allowfullscreen><\/iframe>\n<\/div><\/figure>\n\n\n\n<p class=\"wp-block-paragraph\"><\/p>\n\n\n\n<section\n    class=\"block-pcon\">\n\n      \n\t\t\t<div class=\"post_content--wrapper\">\n\t\t\t\t<div class=\"post_content--copy  \">\n\t\t\t\t\t<div class=\"post_content--copy-inner-wrapper\">\n\n\n\t\t\t\t\t\t\t\t\t\t\t\t\t<div class=\"post_content-copy-wrapper\">\n\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t  \t\t<h2><strong>Owned media from energy brands on LinkedIn: who publishes, and what it reveals<\/strong><\/h2>\n<h3><strong>The volume leaders &#8211; and what volume alone tells you<\/strong><\/h3>\n<p><span style=\"font-weight: 400;\">Over three months, the top publishing companies in the dataset are Iberdrola (112 posts), Naturgy (107), Acciona (106), Ecopetrol (102), Qatar Energy (102), RWE (101), Baker Hughes (101), and Lhyfe (97). The pattern is immediately striking: Spanish and European energy companies dominate the top of the publishing league, alongside National Oil Companies and specialist low-carbon players.<\/span><\/p>\n<p><span style=\"font-weight: 400;\">For energy brands on LinkedIn, publication volume is the most visible indicator of strategic intent &#8211; but it is also the most misleading performance metric on its own. A company publishing 112 posts in three months is committing significant resource to the channel. Whether that investment is generating the engagement, earned reach, and credibility it should depends entirely on what is being published and for whom.<\/span><\/p>\n<p><span style=\"font-weight: 400;\">The contrast at the bottom of the owned media ranking is equally instructive. Retail utilities &#8211; Centrica, PG&amp;E, Octopus Energy &#8211; average only 116 interactions per post, the lowest of any category. Their content is more transactional and customer-service oriented, with less strategic narrative. For companies whose strongest asset in the consumer market is brand recognition, the failure to convert that recognition into LinkedIn authority represents a genuine gap in their B2B communications architecture.<\/span><\/p>\n<p>&nbsp;<\/p>\n<h3><strong>The top-performing posts: what actually drives engagement<\/strong><\/h3>\n<p><span style=\"font-weight: 400;\">The single most important data point in the owned media analysis is not a content strategy finding &#8211; it is a cultural intelligence finding. The top five performing posts in the entire three-month dataset are dominated by Reliance Industries and Saudi Aramco, and three of the top five have nothing to do with energy in the operational sense.<\/span><\/p>\n<p><span style=\"font-weight: 400;\">Reliance Industries&#8217; posts hosting Finland&#8217;s President Stubb (7,918 interactions), Queen Rania of Jordan (7,495), and Secretary Hillary Clinton (6,502) in Mumbai are not energy communications. They are geopolitical prestige communications, and they generate engagement at a scale that energy-specific content from European utilities cannot approach.<\/span><\/p>\n<p><span style=\"font-weight: 400;\">Saudi Aramco&#8217;s Aramco F4 Saudi Arabian Championship motorsport sponsorship post tops the entire dataset at 16,881 interactions. Again: not an operational energy story. A sports and cultural investment story that connects the brand to aspiration, national pride, and global visibility simultaneously.<\/span><\/p>\n<p>&nbsp;<\/p>\n<p><span style=\"font-weight: 400;\">The lesson for energy communicators is not to replicate these strategies &#8211; most European utilities have neither the geopolitical relationships nor the national-champion positioning that makes this content land. The lesson is to understand what is actually driving top performance in the channel before concluding that a content strategy focused on energy transition milestones and financial results will capture equivalent engagement.<\/span><\/p>\n<p>&nbsp;<\/p>\n<h3><strong>Owned Media: most popular posts based on the number of interactions on LinkedIn:\u00a0<\/strong><\/h3>\n \n\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t<\/div>\n\t\t\t\t\t\t\n\t\t\t\t\t\t\n\t\t\t\t\t\t\n\t\t\t\t\t<\/div>\n\t\t\t\t<\/div>\n\t\t\t<\/div>\n\n\t\t\n<\/section> \n\n\n\n\n\n<section\n        class=\"inline-counter inline-counter--cols-3 inline-counter--has-bg-image\"\n    style=\"color: #efefef; background-image: url(&#039;https:\/\/onclusive.com\/wp-content\/uploads\/2026\/06\/linledindark.png&#039;);\">\n\n    <!-- Overlay (only rendered when a background image is used) -->\n            <div class=\"inline-counter-overlay\"><\/div>\n    \n    <div class=\"inline-counter-inner\">\n        <div class=\"inline-counter-grid\">\n                            <div class=\"inline-counter-item\">\n\n                                            <div class=\"inline-counter-number\" data-target=\"16,881\">\n                            16,881                        <\/div>\n                    \n                                            <div class=\"inline-counter-label\"> Aramco F4 Saudi Arabian Championship motorsport (Aramco)<\/div>\n                    \n                    <div class=\"inline-counter-bar\" style=\"background-color: #35e81e;\"><\/div>\n\n                    \n                <\/div>\n                            <div class=\"inline-counter-item\">\n\n                                            <div class=\"inline-counter-number\" data-target=\"7,918\">\n                            7,918                        <\/div>\n                    \n                                            <div class=\"inline-counter-label\">Mukesh Ambani hosting Finland President A. Stubb in Mumbai (Reliance Industries)<\/div>\n                    \n                    <div class=\"inline-counter-bar\" style=\"background-color: #01e55f;\"><\/div>\n\n                    \n                <\/div>\n                            <div class=\"inline-counter-item\">\n\n                                            <div class=\"inline-counter-number\" data-target=\"7,495\">\n                            7,495                        <\/div>\n                    \n                                            <div class=\"inline-counter-label\">Ambani family hosting Queen Rania of Jordan &#8211; cultural diplomacy (Reliance Industries)<\/div>\n                    \n                    <div class=\"inline-counter-bar\" style=\"background-color: #01e55f;\"><\/div>\n\n                    \n                <\/div>\n                    <\/div>\n    <\/div>\n<\/section>\n\n\n<section\n    class=\"block-pcon\">\n\n      \n\t\t\t<div class=\"post_content--wrapper\">\n\t\t\t\t<div class=\"post_content--copy  \">\n\t\t\t\t\t<div class=\"post_content--copy-inner-wrapper\">\n\n\n\t\t\t\t\t\t\t\t\t\t\t\t\t<div class=\"post_content-copy-wrapper\">\n\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t  \t\t<h2><strong>Earned media: whose name travels furthest when no one is paying for it<\/strong><\/h2>\n<p><span style=\"font-weight: 400;\">Owned media tells you what companies are saying. Earned media tells you what the professional community actually finds worth sharing.<\/span><\/p>\n<p><span style=\"font-weight: 400;\">In Onclusive&#8217;s LinkedIn dataset, the earned media ranking &#8211; third-party posts mentioning energy companies, without any contribution from those companies&#8217; own communications teams &#8211; reveals a strikingly different hierarchy from the owned media publishing league.<\/span><\/p>\n<p><span style=\"font-weight: 400;\">Schneider Electric tops the earned media ranking with 27,563 mentions, ahead of ADNOC (21,006), Saudi Aramco (19,895), TotalEnergies (14,839), and Baker Hughes (12,017). ExxonMobil (11,873) and Chevron (11,205) follow, ahead of Repsol (10,493) and Engie (9,635).<\/span><\/p>\n<p><span style=\"font-weight: 400;\">Shell, which dominates total social media share of voice across the full dataset, ranks tenth in LinkedIn earned media with 9,366 mentions &#8211; a significant relative underperformance given its scale. Centrica, which ranks in the top ten for brand recognition among UK consumers, sits 40th in LinkedIn earned media. PG&amp;E ranks 41st.<\/span><\/p>\n<h3><strong>The Schneider Electric &#8220;anomaly&#8221;<\/strong><\/h3>\n<p><span style=\"font-weight: 400;\">Schneider Electric&#8217;s position at the top of the LinkedIn earned media ranking deserves specific attention. It is not classified in this dataset as a pure energy company in the traditional sense &#8211; it sits in the energy technology and power grid category &#8211; yet it generates more third-party LinkedIn commentary than Saudi Aramco, ExxonMobil, or TotalEnergies.<\/span><\/p>\n<p><span style=\"font-weight: 400;\">The explanation lies in the specific nature of its LinkedIn footprint. Schneider Electric is discussed almost exclusively through the lens of innovation, the energy transition, and project milestones. The earned conversation around the brand is constructive by default &#8211; there is virtually no pricing friction, no supply disruption narrative, no regulatory controversy. It occupies a position in the professional conversation where every mention is, in effect, a positive endorsement of the technology narrative it has built.<\/span><\/p>\n<p><span style=\"font-weight: 400;\">For energy brands on LinkedIn seeking to understand what high-quality earned reach looks like, Schneider Electric&#8217;s profile is the benchmark: not the highest total volume, but the most consistently constructive conversation, built on substance rather than controversy.<\/span><\/p>\n<h3><strong>TotalEnergies, Aramco, and Chevron: the earned reach leaders<\/strong><\/h3>\n<p><span style=\"font-weight: 400;\">The most widely shared third-party posts in the dataset reference TotalEnergies, Aramco, and Chevron most often, with individual posts reaching over 3,000 interactions. The amplification mechanism here is a combination of industry commentators, financial analysts, and employee networks &#8211; the same groups that make LinkedIn earned media structurally different from any other channel. When an industry analyst shares a post about TotalEnergies&#8217; capital allocation decisions, or an employee amplifies an Aramco announcement to their network, the reach extends to professional audiences that paid media rarely accesses with equivalent credibility.<\/span><\/p>\n<figure id=\"attachment_92289\" aria-describedby=\"caption-attachment-92289\" style=\"width: 800px\" class=\"wp-caption aligncenter\"><a href=\"https:\/\/onclusive.com\/en-gb\/resources\/whitepaper\/energy-industry-trends-2026\/\" target=\"_blank\" rel=\"noopener\"><img fetchpriority=\"high\" decoding=\"async\" fetchpriority=\"high\" class=\"wp-image-92289 size-full\" src=\"https:\/\/onclusive.com\/wp-content\/uploads\/2026\/05\/Blog-CTA-energy-26-Report-500-x-300-px.png\" alt=\"energy sector disruptors.: The full Onclusive Energy Industry Scan (May 2026) delivers the complete dataset\" width=\"800\" height=\"300\" srcset=\"https:\/\/onclusive.com\/wp-content\/uploads\/2026\/05\/Blog-CTA-energy-26-Report-500-x-300-px.png 800w, https:\/\/onclusive.com\/wp-content\/uploads\/2026\/05\/Blog-CTA-energy-26-Report-500-x-300-px-300x113.png 300w, https:\/\/onclusive.com\/wp-content\/uploads\/2026\/05\/Blog-CTA-energy-26-Report-500-x-300-px-768x288.png 768w, https:\/\/onclusive.com\/wp-content\/uploads\/2026\/05\/Blog-CTA-energy-26-Report-500-x-300-px-640x240.png 640w\" sizes=\"(max-width: 639px) 98vw, (max-width: 1199px) 64vw, 770px\" \/><\/a><figcaption id=\"caption-attachment-92289\" class=\"wp-caption-text\">The full<a href=\"https:\/\/onclusive.com\/en-gb\/resources\/whitepaper\/energy-industry-trends-2026\/\" target=\"_blank\" rel=\"noopener\"> Onclusive Energy Industry Scan (<\/a>May 2026) delivers the complete dataset: share-of-voice rankings for 10 major players (Shell, ExxonMobil, TotalEnergies, PDVSA, etc.), energy brands on LinkedIn (owned vs. earned media performance), top hashtags, consumer sentiment on fuel prices and outages, CEO visibility, and segment-specific challenges including Trump\u2019s deregulation, AI-driven demand, and retail energy challengers.<\/figcaption><\/figure>\n \n\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t<\/div>\n\t\t\t\t\t\t\n\t\t\t\t\t\t\n\t\t\t\t\t\t\n\t\t\t\t\t<\/div>\n\t\t\t\t<\/div>\n\t\t\t<\/div>\n\n\t\t\n<\/section> \n\n\n\n\n\n<section\n    class=\"block-pcon\">\n\n      \n\t\t\t<div class=\"post_content--wrapper\">\n\t\t\t\t<div class=\"post_content--copy  \">\n\t\t\t\t\t<div class=\"post_content--copy-inner-wrapper\">\n\n\n\t\t\t\t\t\t\t\t\t\t\t\t\t<div class=\"post_content-copy-wrapper\">\n\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t  \t\t<h2><strong>Topic architecture: what the energy conversation is actually about<\/strong><\/h2>\n<p><span style=\"font-weight: 400;\">Across both owned and earned LinkedIn media, the topic distribution reveals a professional community that is significantly more sophisticated in its interests than most corporate LinkedIn strategies reflect.<\/span><\/p>\n<p><span style=\"font-weight: 400;\">Energy transition and renewables leads comfortably in owned media at 36.1% of posts, consistent across company types from IOCs framing diversification strategy to pure-play renewables companies reporting capacity milestones. Innovation and R&amp;D follows at 25.3%, with ESG and sustainability (24.9%) and partnerships and B2B (24.8%) essentially tied for third and fourth.<\/span><\/p>\n<p><span style=\"font-weight: 400;\">In earned media, the topic hierarchy is slightly different but consistent in its top line: energy transition and renewables again leads at 37.3%, followed by thought leadership and reputation (29.6%), partnerships and B2B (29.4%), ESG and sustainability (28.5%), and innovation and R&amp;D (28.1%). AI and digitalisation ranks sixth at 26.9%, reflecting the growing prominence of the data centre and electricity demand story in professional conversations.<\/span><\/p>\n<figure id=\"attachment_95186\" aria-describedby=\"caption-attachment-95186\" style=\"width: 847px\" class=\"wp-caption aligncenter\"><img decoding=\"async\" class=\"wp-image-95186 size-full\" src=\"https:\/\/onclusive.com\/wp-content\/uploads\/2026\/06\/MASTER-ENERGY-EN-May-2026-A4-06-09-2026_11_37_AM.png\" alt=\"energy brands on LinkedIn\" width=\"847\" height=\"449\" srcset=\"https:\/\/onclusive.com\/wp-content\/uploads\/2026\/06\/MASTER-ENERGY-EN-May-2026-A4-06-09-2026_11_37_AM.png 847w, https:\/\/onclusive.com\/wp-content\/uploads\/2026\/06\/MASTER-ENERGY-EN-May-2026-A4-06-09-2026_11_37_AM-300x159.png 300w, https:\/\/onclusive.com\/wp-content\/uploads\/2026\/06\/MASTER-ENERGY-EN-May-2026-A4-06-09-2026_11_37_AM-768x407.png 768w, https:\/\/onclusive.com\/wp-content\/uploads\/2026\/06\/MASTER-ENERGY-EN-May-2026-A4-06-09-2026_11_37_AM-640x339.png 640w\" sizes=\"(max-width: 639px) 98vw, (max-width: 1199px) 64vw, 770px\" \/><figcaption id=\"caption-attachment-95186\" class=\"wp-caption-text\">Earned media: Share of voice of energy companies and Most popular topics on LinkedIn about energy companies<\/figcaption><\/figure>\n<p><span style=\"font-weight: 400;\">Two topics near the bottom of the distribution are worth specific attention for communications strategists. Sponsorship and CSR sits at 9.2% in earned media &#8211; a low share relative to the investment many companies make in these activities. The gap between sponsorship investment and earned LinkedIn commentary is a persistent pattern in the data, suggesting that cultural and sports sponsorships generate limited professional conversation on this channel even when they generate significant consumer engagement elsewhere. Career and talent sits at 7.0%, the lowest earned topic &#8211; employer branding content on LinkedIn is largely invisible in earned terms, absorbed into the broader noise of the platform.<\/span><\/p>\n \n\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t<\/div>\n\t\t\t\t\t\t\n\t\t\t\t\t\t\n\t\t\t\t\t\t\n\t\t\t\t\t<\/div>\n\t\t\t\t<\/div>\n\t\t\t<\/div>\n\n\t\t\n<\/section> \n\n\n\n\n\n<section\n    class=\"block-pcon\">\n\n      \n\t\t\t<div class=\"post_content--wrapper\">\n\t\t\t\t<div class=\"post_content--copy  \">\n\t\t\t\t\t<div class=\"post_content--copy-inner-wrapper\">\n\n\n\t\t\t\t\t\t\t\t\t\t\t\t\t<div class=\"post_content-copy-wrapper\">\n\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t  \t\t<h2><strong>Sentiment and engagement: the metrics that owned media rankings obscure<\/strong><\/h2>\n<h3><strong>Nuclear generates the highest engagement of any category<\/strong><\/h3>\n<p><span style=\"font-weight: 400;\">The most counterintuitive finding in the entire LinkedIn dataset is the engagement performance of nuclear-related content. At 20.2 average interactions per post &#8211; double most other categories and more than double the dataset average &#8211; nuclear content resonates with the LinkedIn professional audience at a scale that no other energy category approaches.<\/span><\/p>\n<p><span style=\"font-weight: 400;\">The driver is not a single company or a single story. It is the French energy sovereignty debate, commentary from industry professionals and policy observers across multiple national contexts, and the growing institutional narrative around nuclear as reliable low-carbon baseload for AI data centres. EDF-related content in particular generates a depth of engagement &#8211; substantive comments, extended discussion threads, high share rates &#8211; that reflects genuine professional investment in the subject rather than passive scrolling.<\/span><\/p>\n<p><span style=\"font-weight: 400;\">For energy brands on LinkedIn with any exposure to nuclear &#8211; utilities with nuclear assets, equipment manufacturers, regulatory stakeholders, financial institutions with nuclear project exposure &#8211; this engagement premium is a significant strategic signal. The professional audience on LinkedIn is more interested in the nuclear debate than most corporate communications strategies reflect.<\/span><\/p>\n<h3><strong>Energy technology achieves the highest positive sentiment<\/strong><\/h3>\n<p><span style=\"font-weight: 400;\">Energy technology companies &#8211; Siemens Energy, Baker Hughes, SLB, and their category peers &#8211; generate the highest positive earned sentiment of any category at 54.7%, with the lowest negative sentiment at just 1.1%. Third-party authors on LinkedIn frame energy technology almost exclusively around innovation, the energy transition, and project milestones. There is virtually no price friction, no safety controversy, and no regulatory backlash in the earned conversation.<\/span><\/p>\n<p><span style=\"font-weight: 400;\">This creates a structural communications advantage that pure energy producers cannot replicate: the channel is pre-disposed to receive their content positively, regardless of what is happening in the broader energy market. When oil prices spike and fuel price anger dominates consumer social media, Siemens Energy&#8217;s LinkedIn conversation continues to focus on hydrogen electrolysers and grid modernisation contracts.<\/span><\/p>\n<h3><strong>The retail utility engagement deficit<\/strong><\/h3>\n<p><span style=\"font-weight: 400;\">Retail utilities sit at the opposite end of the engagement spectrum, averaging 8.3 interactions per post &#8211; the lowest of any category. The content is more transactional, more service-oriented, and less likely to generate the kind of professional commentary that drives LinkedIn algorithmic amplification.<\/span><\/p>\n<p><span style=\"font-weight: 400;\">This creates a specific problem for retail utility communications teams: the channel that is most important for B2B credibility building is the channel where their content performs least effectively. Centrica&#8217;s household brand recognition does not translate into LinkedIn authority. PG&amp;E&#8217;s regulatory prominence in California does not generate professional commentary on the platform. The content formats and topics that drive consumer engagement &#8211; tariff announcements, service updates, local community initiatives &#8211; are structurally unrewarding on LinkedIn.<\/span><\/p>\n<p><span style=\"font-weight: 400;\">Brands in this category need a deliberate strategic shift: less transactional content, more substantive positioning on the topics &#8211; energy security, grid resilience, the prosumer economy &#8211; where the professional LinkedIn audience has demonstrated genuine interest.<\/span><\/p>\n<p><strong> Sentiment and Engagement by category for energy brands on LinkedIn:\u00a0<\/strong><\/p>\n \n\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t<\/div>\n\t\t\t\t\t\t\n\t\t\t\t\t\t\n\t\t\t\t\t\t\n\t\t\t\t\t<\/div>\n\t\t\t\t<\/div>\n\t\t\t<\/div>\n\n\t\t\n<\/section> \n\n\n\n\n\n<figure class=\"wp-block-table is-style-stripes\" style=\"font-size:16px;font-style:normal;font-weight:400\"><div class=\"table-scroll-wrapper\"><table class=\"has-text-color has-background has-link-color has-fixed-layout\" style=\"color:#326446;background-color:#b4ffb4\"><thead><tr><th class=\"has-text-align-center\" data-align=\"center\">Category <\/th><th class=\"has-text-align-center\" data-align=\"center\">Volume of<br>posts\/ All<\/th><th class=\"has-text-align-center\" data-align=\"center\">Positive <\/th><th class=\"has-text-align-center\" data-align=\"center\">Negative <\/th><th class=\"has-text-align-center\" data-align=\"center\">Avg<br>interactions<\/th><th>Language focus<\/th><\/tr><\/thead><tbody><tr><td class=\"has-text-align-center\" data-align=\"center\">Oil &amp; Gas &#8211; IOCs *<\/td><td class=\"has-text-align-center\" data-align=\"center\"><strong>41,6%<\/strong><\/td><td class=\"has-text-align-center\" data-align=\"center\">41.1%<\/td><td class=\"has-text-align-center\" data-align=\"center\">5.4%<\/td><td class=\"has-text-align-center\" data-align=\"center\">10.7<\/td><td>English 66%, Spanish 17%<br>Oil<\/td><\/tr><tr><td class=\"has-text-align-center\" data-align=\"center\">Oil &amp; Gas &#8211; NOCs<\/td><td class=\"has-text-align-center\" data-align=\"center\">19,0%<\/td><td class=\"has-text-align-center\" data-align=\"center\">40.5%<\/td><td class=\"has-text-align-center\" data-align=\"center\">5.5%<\/td><td class=\"has-text-align-center\" data-align=\"center\">11.3<\/td><td>English 72%, Portuguese 12%<\/td><\/tr><tr><td class=\"has-text-align-center\" data-align=\"center\">Utilities &#8211; multi-energy<\/td><td class=\"has-text-align-center\" data-align=\"center\">17,5%<\/td><td class=\"has-text-align-center\" data-align=\"center\">49.3%<\/td><td class=\"has-text-align-center\" data-align=\"center\">4.2%<\/td><td class=\"has-text-align-center\" data-align=\"center\">12.0<\/td><td>English 50%, Spanish 27%<br>Utilities<\/td><\/tr><tr><td class=\"has-text-align-center\" data-align=\"center\">Utilities &#8211; renewables<\/td><td class=\"has-text-align-center\" data-align=\"center\">9,3%<\/td><td class=\"has-text-align-center\" data-align=\"center\">39.6%<\/td><td class=\"has-text-align-center\" data-align=\"center\">6.7%<\/td><td class=\"has-text-align-center\" data-align=\"center\">11.8<\/td><td>Spanish 48%, English 35%<\/td><\/tr><tr><td class=\"has-text-align-center\" data-align=\"center\">Utilities &#8211; nuclear<\/td><td class=\"has-text-align-center\" data-align=\"center\">4,7%<\/td><td class=\"has-text-align-center\" data-align=\"center\">47.5%<\/td><td class=\"has-text-align-center\" data-align=\"center\">7.0%<\/td><td class=\"has-text-align-center\" data-align=\"center\"><strong>20.2<\/strong><\/td><td>English 60%, French 30%<\/td><\/tr><tr><td class=\"has-text-align-center\" data-align=\"center\">Energy technology <\/td><td class=\"has-text-align-center\" data-align=\"center\">5,1%<\/td><td class=\"has-text-align-center\" data-align=\"center\"><strong>54.7%<\/strong><\/td><td class=\"has-text-align-center\" data-align=\"center\">1.1%<\/td><td class=\"has-text-align-center\" data-align=\"center\">13.1<\/td><td>English 84%, German 5%<\/td><\/tr><tr><td class=\"has-text-align-center\" data-align=\"center\">Utilities &#8211; retail<\/td><td class=\"has-text-align-center\" data-align=\"center\">2,8%<\/td><td class=\"has-text-align-center\" data-align=\"center\">46.3%<\/td><td class=\"has-text-align-center\" data-align=\"center\">2.3%<\/td><td class=\"has-text-align-center\" data-align=\"center\">8.3<\/td><td>English 90%+84%, German 5%<\/td><\/tr><\/tbody><\/table><\/div><figcaption class=\"wp-element-caption\">(*) NOCs: National Oil Companies- IOCs: International Oil Companies<\/figcaption><\/figure>\n\n\n\n<section\n    class=\"block-pcon\">\n\n      \n\t\t\t<div class=\"post_content--wrapper\">\n\t\t\t\t<div class=\"post_content--copy  \">\n\t\t\t\t\t<div class=\"post_content--copy-inner-wrapper\">\n\n\n\t\t\t\t\t\t\t\t\t\t\t\t\t<div class=\"post_content-copy-wrapper\">\n\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t  \t\t<h2><strong>Your LinkedIn content benchmark<\/strong><\/h2>\n<p><span style=\"font-weight: 400;\">For B2B energy communicators seeking to calibrate their LinkedIn strategy against the market data, the Onclusive analysis provides a clear set of reference points.<\/span><\/p>\n<p><b>Publish with strategic intent, not volume alone.<\/b><span style=\"font-weight: 400;\"> The top publishers in the dataset &#8211; Iberdrola, Naturgy, Acciona &#8211; are consistent and high-frequency. But publication frequency is valuable only if the content connects to topics that generate earned amplification. A content calendar built around energy transition, innovation, partnerships, and thought leadership will outperform one built around corporate announcements and product promotion, regardless of frequency.<\/span><\/p>\n<p><b>Invest in topics where engagement premiums exist.<\/b><span style=\"font-weight: 400;\"> Nuclear, energy sovereignty, and AI electricity demand are generating higher engagement than the category averages in the dataset. These are not niche topics for specialist audiences &#8211; they are mainstream professional concerns that the LinkedIn algorithm rewards with broader reach. If these topics are relevant to your organisation&#8217;s positioning, they warrant specific content investment.<\/span><\/p>\n<p><b>Separate your earned and owned tracking.<\/b><span style=\"font-weight: 400;\"> A company publishing 100 posts and receiving 10,000 earned mentions is building a fundamentally different LinkedIn presence from a company publishing 100 posts and receiving 1,000 earned mentions. The first is generating a conversation; the second is broadcasting into a vacuum. Onclusive&#8217;s earned media tracking makes this distinction visible in real time.<\/span><\/p>\n<p><b>Benchmark sentiment by category, not by aggregate.<\/b><span style=\"font-weight: 400;\"> Energy technology companies operate in a different sentiment environment from oil majors or retail utilities. Comparing your sentiment scores against an industry average that blends these categories together will systematically mislead your strategic assessment. Benchmark against your category peers, and track the gap between your positive and negative ratios relative to those peers over time.<\/span><\/p>\n<p><b>Treat the top-performing posts as intelligence, not aspiration.<\/b><span style=\"font-weight: 400;\"> Saudi Aramco&#8217;s motorsport sponsorship and Reliance Industries&#8217; diplomatic hosting generate engagement figures that most energy companies cannot replicate. The intelligence value of these posts lies in understanding why they perform &#8211; cultural prestige, global networks, national champion positioning &#8211; and identifying the nearest equivalent asset in your own brand architecture.<\/span><\/p>\n \n\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t<\/div>\n\t\t\t\t\t\t\n\t\t\t\t\t\t\n\t\t\t\t\t\t\n\t\t\t\t\t<\/div>\n\t\t\t\t<\/div>\n\t\t\t<\/div>\n\n\t\t\n<\/section> \n\n\n\n\n\n\n\n<section\n    class=\"block-pcon\">\n\n      \n\t\t\t<div class=\"post_content--wrapper\">\n\t\t\t\t<div class=\"post_content--copy  \">\n\t\t\t\t\t<div class=\"post_content--copy-inner-wrapper\">\n\n\n\t\t\t\t\t\t\t\t\t\t\t\t\t<div class=\"post_content-copy-wrapper\">\n\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t  \t\t<p>&nbsp;<\/p>\n<p>&nbsp;<\/p>\n<p><span style=\"font-weight: 400;\">Energy brands on LinkedIn:<br \/>\n<\/span><i><span style=\"font-weight: 400;\">The full Onclusive Energy Industry Scan (May 2026) delivers the complete LinkedIn dataset: owned and earned media rankings across 86 energy companies, topic distribution by category, sentiment analysis, engagement benchmarks, and the top-performing posts by interaction volume. Download the report or arrange a demo to see how Onclusive Social monitors LinkedIn in depth &#8211; posts, companies, engagement, and performance analytics.<\/span><\/i><\/p>\n<p>Data collected and analyzed using the specialized tools <a href=\"https:\/\/onclusive.com\/en-gb\/products\/media-monitoring\/\" target=\"_blank\" rel=\"noopener\">Onclusive Monitor<\/a> (media monitoring) and <a href=\"https:\/\/onclusive.com\/\/en-gb\/products\/social-listening\/\" target=\"_blank\" rel=\"noopener\">Onclusive Social<\/a> (social media listening)<\/p>\n<p>&nbsp;<\/p>\n \n\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t<\/div>\n\t\t\t\t\t\t\n\t\t\t\t\t\t\n\t\t\t\t\t\t\n\t\t\t\t\t<\/div>\n\t\t\t\t<\/div>\n\t\t\t<\/div>\n\n\t\t\n<\/section> \n\n\n\n\n\n<p class=\"wp-block-paragraph\"><\/p>\n","protected":false},"excerpt":{"rendered":"<p>Category Volume ofposts\/ All Positive Negative Avginteractions Language focus Oil &amp; Gas &#8211; IOCs * 41,6% 41.1% 5.4% 10.7 English 66%, Spanish 17%Oil Oil &amp; Gas &#8211; NOCs 19,0% 40.5% 5.5% 11.3 English 72%, Portuguese 12% Utilities &#8211; multi-energy 17,5% 49.3% 4.2% 12.0 English 50%, Spanish 27%Utilities Utilities &#8211; renewables 9,3% 39.6% 6.7% 11.8 Spanish [&hellip;]<\/p>\n","protected":false},"author":31,"featured_media":95203,"comment_status":"closed","ping_status":"open","sticky":false,"template":"blog-post-new-template.php","format":"standard","meta":{"_acf_changed":false,"content-type":"","inline_featured_image":false,"footnotes":""},"audience":[],"topic":[1335,1426,1427],"region":[],"class_list":["post-95219","post","type-post","status-publish","format-standard","has-post-thumbnail","hentry","topic-brand-reputation-management-en-gb","topic-media-monitoring-en-gb","topic-trending-en-gb"],"acf":[],"_links":{"self":[{"href":"https:\/\/onclusive.com\/en-gb\/wp-json\/wp\/v2\/posts\/95219","targetHints":{"allow":["GET"]}}],"collection":[{"href":"https:\/\/onclusive.com\/en-gb\/wp-json\/wp\/v2\/posts"}],"about":[{"href":"https:\/\/onclusive.com\/en-gb\/wp-json\/wp\/v2\/types\/post"}],"author":[{"embeddable":true,"href":"https:\/\/onclusive.com\/en-gb\/wp-json\/wp\/v2\/users\/31"}],"replies":[{"embeddable":true,"href":"https:\/\/onclusive.com\/en-gb\/wp-json\/wp\/v2\/comments?post=95219"}],"version-history":[{"count":3,"href":"https:\/\/onclusive.com\/en-gb\/wp-json\/wp\/v2\/posts\/95219\/revisions"}],"predecessor-version":[{"id":97504,"href":"https:\/\/onclusive.com\/en-gb\/wp-json\/wp\/v2\/posts\/95219\/revisions\/97504"}],"wp:featuredmedia":[{"embeddable":true,"href":"https:\/\/onclusive.com\/en-gb\/wp-json\/wp\/v2\/media\/95203"}],"wp:attachment":[{"href":"https:\/\/onclusive.com\/en-gb\/wp-json\/wp\/v2\/media?parent=95219"}],"wp:term":[{"taxonomy":"audience","embeddable":true,"href":"https:\/\/onclusive.com\/en-gb\/wp-json\/wp\/v2\/audience?post=95219"},{"taxonomy":"topic","embeddable":true,"href":"https:\/\/onclusive.com\/en-gb\/wp-json\/wp\/v2\/topic?post=95219"},{"taxonomy":"region","embeddable":true,"href":"https:\/\/onclusive.com\/en-gb\/wp-json\/wp\/v2\/region?post=95219"}],"curies":[{"name":"wp","href":"https:\/\/api.w.org\/{rel}","templated":true}]}}