Source: New Zealand Nurses Organisation
Death by aid cuts: Oxfam reaction to OECD preliminary data on aid spending in 2025
Source: Oxfam Aotearoa
Research – ACT and National dominate LinkedIn while Labour barely shows up — new report ranks every NZ MP
10 April 2026 – New Zealand's first comprehensive ranking of MP LinkedIn performance reveals a striking digital divide between the government and opposition benches.
A new report from Blackland PR and digital communications specialist Seamus Boyer has ranked every New Zealand MP on their LinkedIn performance, exposing wide gaps in how political parties are using the platform.
The MP LinkedIn Power List 2026 analysed the LinkedIn presence of all MPs with findable profiles across 2025, scoring each on profile quality, posting consistency, content impact, network size, content quality, and engagement behaviour. Content quality was weighted most heavily.
“LinkedIn has evolved well beyond a job-hunting or humble-brag platform. With an estimated 3.3 million New Zealand members and comment activity growing 24% in 2025, it has become a place where business leaders, public servants, industry stakeholders, and journalists spend significant time,” says Seamus Boyer.
“LinkedIn offers politicians a relatively high-trust environment to communicate directly with exactly the audiences that shape opinion and policy.”
ACT Deputy Leader Brooke van Velden and National's Ryan Hamilton shared the top ranking, with ACT punching well above its weight relative to its parliamentary size. National dominated the overall leaderboard, with 18 of the top 25 places. Green MP Francisco Hernández was the standout from the opposition benches, coming in fifth.
In contrast Labour's performance is strikingly weak. The party's first representative on the list, Duncan Webb, ranked 24th. Leader Chris Hipkins came in at 68th equal, with his most recent post being from February 2019.
“We understand that Labour has different audiences, but it does want to build its credibility with business. Yet it's almost completely absent from a key platform well suited to that goal. That's a significant missed opportunity,” says Nick Gowland from Blackland PR.
And surprisingly, while National has the largest audience on LinkedIn, the party could be doing more.
“Too much content remains reactive rather than using LinkedIn to seed ideas or shape conversations early on. National MPs have the reach. Their opportunity is to be more deliberate about leading discussions and showing up as thought leaders,” says Seamus Boyer.
“The MPs doing this well aren't just broadcasting announcements. They're showing up with personality, adding context, engaging in debate, and treating LinkedIn as a genuine conversation platform rather than a noticeboard. The audience rewards that approach,”
The most-engaged post of 2025 was from ACT list MP Laura McClure, whose post about deepfake legislation drew nearly 6,500 engagements.
“The post had a compelling hook, image, and a subject with genuine public interest,” says Seamus Boyer.
“In contrast, the dominant pattern across all parties was “post and ghost,” with MPs posting content but failing to engage with replies or join the conversation in comments. Only 16 MPs engaged consistently and meaningfully.”
Key stats
- 91 MPs with a findable LinkedIn profile
- 27 MPs who didn't post at all in 2025
- 35 Average posts per MP across the year
- 16 MPs engaging consistently in comments
The full report, including the complete ranking of all 91 MPs and party-by-party analysis, is available at blacklandpr.com and seamus.nz.
About Blackland PR
Blackland PR is a Wellington-based strategic communications consultancy specialising in persuasive communications with real New Zealanders. The firm works across public and private sector organisations on media strategy, stakeholder engagement, and public affairs.
About Seamus Boyer
Seamus Boyer is a digital communications consultant specialising in strategic storytelling and social media for the public sector, working with central and local government clients across New Zealand and Australia. He spent a decade in journalism before moving into communications.
PSA – Govt cost cutting puts Ministry of Justice jobs supporting Māori-Crown relations at risk
Source: PSA
Events – Pay Equity Cancelled Cheque Presentation Event to Highlight Impact on Care and Support Workers
Source: PSA
Auckland City Deal Sets Direction – Now Progress Must Follow, says EMA
Source: EMA
Greenhouse gas emissions (industry and household): December 2025 quarter – Stats NZ information release
New Zealand’s environmental reporting series: Our freshwater 2026 – Stats NZ information release
Activist Sector – Wellington March against the War
Source: Peace Action Wellington
Peace Action Wellington is hosting a march against the war on Saturday, 11 April at 11am from Civic Square to Parliament.
“The US and Israeli war on Iran is illegal, immoral and completely without justification,” said Valerie Morse from Peace Action Wellington.
“We call on the NZ government to condemn this war. To call out the US and Israel for their war crimes and to demand an end to this now – for good. This isn’t hard.”
“All of the Coalition is equally responsible for their utter cowardice – NZ First, National and ACT. They have utterly failed to have even the most basic moral compass. They can’t even condemn an illegal war. It is remarkable what utter sycophants they have all been to US power.”
“We should hardly be surprised since they have been so silent and complicit as thousands upon thousands of Palestinian men, women and children have been massacred.”
“Now we demand that NZ get out of the blood-soaked alliance with the US and its task-master Israel. We say no troops, no SAS, no frigates, no joint training, no business, and out of the Five Eyes intelligence alliance.”
“We demand an independent and principled foreign policy that puts human need, human dignity and human rights at the very forefront.”
