Write like Schibsted

Be empowering  –  Write like a human  –  Keep it simple  –  Be inclusive

We always write from the perspective of the Schibsted personality – a confident straight talker who inspires you and makes you feel like you can do anything.

Schibsted aims to empower people which means we are positive and confident in our approach. We are always inclusive and respectful in how we talk to and about people – as though they were our family members.

Our corporate language is UK English – you can read more about what that means here.

Be empowering

We empower people, so our language is encouraging.

Use bold headlines, aspirational statements in combination with down to earth context.

  • Use encouraging words filled with positive energy
  • Make people feel like they can do anything
  • Focus on what’s most important

Do: Do you have questions? Go on – ask us anything.
Don’t: We’ll answer all your questions regarding Schibsted.

Do: Join our trainee program. We’d love to hear from you!
Don’t: You are welcome to apply for Schibsted’s trainee program.

Do: Do you have any exciting or brilliant ideas? Share with us.
Don’t: Contact Schibsted if you have ideas about X.

Write like a human

We are close to people in their daily lives, so we communicate from a place of love and with a sense of community.

  • Be a human, talking to humans: use we, you and us.
  • Write people, not users, customers and talent (when you can).
  • Talk to people like to a family member – with respect, familiarity and love.
  • Use an active voice.

Do: We welcome a new team to the Schibsted family.
Don’t: Schibsted has recruited a new team.

Do: We ended 2020 with a strong fourth quarter.
Don’t: Schibsted ended 2020 with a strong fourth quarter.

We always use an active voice.  In an active sentence, it’s clear who’s doing what. The actor is the subject, and the subject of the sentence is doing something.

Do: Today we are releasing our Q4 2022 report.
Don’t: Our Q4 report is being released today.

Keep it simple

We are confident and our language is inspiring.

  • Be clear and concise and use non-ambiguous language.
  • Keep it simple and avoid technical terms (without explaining), internal jargon, abbreviations or words that are unnecessarily complicated.
  • Turn up the volume!
  • We tell our stories with pride.

Do: Employee value proposition
Don’t: EVP

Be inclusive

We celebrate diversity and are inclusive.

  • Never use labels on people.
  • Don’t use fixed expressions that assume people share your cultural references.

Do: It’s expensive
Don’t: It costs an arm and a leg

Do: People with disabilities
Don’t: Disabled people


Below are questions to ask yourself when reviewing your message.

Be empowering

Is my message positive and energetic?
Can I use more encouraging words?

Write like a human
Am I speaking as to a family member – with love, respect and community?
Am I speaking as a human to a human using ”we, you and us”?
Am I using an active voice?

Keep it simple
Am I focusing on what’s most important?
Is my message confident and inspiring?
Can my headlines be bolder?
Can I make it shorter and snappier?

Be inclusive
Is my message inclusive?
Can I simplify?
Am I using technical terms without explaining, internal jargon or words that are unnecessarily complicated?




Are you unsure of what a commonly used phrase or abbreviation means? Schibstedpedia is a collaborative Schibsted-specific dictionary made by Schibsted employees.

The Oxford English Dictionary

If you’re ever unsure of the spelling of a word, the Oxford English Dictionary is the go-to source.