Recent history is filled with examples of large corporations being challenged by smaller players. To stay ahead, large companies need to be as innovative as any hungry competitor — and they need to keep employees informed about industry developments that influence company strategy. This is especially true for a media company like Schibsted.
The media industry moves fast and is rich with innovation. It’s difficult to ensure that employees have the necessary tools to stay in step with rapid change. After interviewing employees within Schibsted, we realised that we are great at providing content to people across the world — but when it came to our own employees, there was much left to be desired.
Employees often lacked a structured way to access relevant information. Reading up on industry news was also considered very time-consuming and therefore not always a prioritised effort.
Against this background, we developed a new service that combines existing techniques within Schibsted, our CMS and publishing platform, and our knowledge and experience of curating news. We created The Schibsted Daily, a digital daily newsletter for employees. Delivered Monday through Friday, it is filled with curated news about the media industry mixed with valuable internal content about Schibsted.
The aim is to provide an easily digestible, forward-thinking summary of the most important trends and ideas in the industry. Each article is accompanied by links for those who wish to learn more and dig deeper into a specific subject.
By sending the letter to all Schibsted employees, our hope is to create common understanding around industry changes and Schibsted’s direction as a company. It is also an efficient channel for internal communication teams to spread information.
Since our beta launch in October, The Schibsted Daily has grown organically to 1,000 subscribers. Soon we will extend it to all of Schibsted’s 7,000 employees, making it our primary communication tool for news about the industry and Schibsted’s role.
So far, the response from readers has been overwhelming. For many, the newsletter has become part of their daily routine. We often hear examples of employees sharing articles within their teams to discuss how the information can be used to improve their products. Our daily average opening rate is currently at 73%. Weekly active users is stable at around 84%, and 96% of respondents say that they like the newsletter.
With what we have learned internally, we are now offering this service to external companies — meaning that what started as a project to help our employees has also become a new revenue stream for Schibsted.