Guiding rules

Headlines  –  Lead paragraphs  –  Presentations  –  UK English  –  Useful words

When writing as Schibsted there are a few things you need to keep in mind. Below are pillars to stand on when crafting your message.


Schibsted uses bold headlines and aspirational statements, using encouraging words filled with positive energy.

A headline is the first thing a person sees when finding your text, which means it has to grab them instantly. Here are a few tips on how to create an effective headline.

Make sure headlines are specific. How can you make a headline that conveys the spirit of this specific text – not to be confused with others? Headlines should be easy to understand, we don’t want readers to have to read a headline several times to understand its sentiment.

A good, attention-grabbing headline usually leads to some sort of reaction – remember, we empower and inspire people. Focus on what’s most important. Is the core of your test surprising? Impressive? Uplifting? Make sure this is mirrored in your headline.

A clever headline can be alluring, but don’t sacrifice clarity for cleverness. If you can achieve both, great! But a pun or a witty phrasing is not as important as getting your message across. It’s not a summary. While headlines need to capture the spirit of the story, you don’t need to write out all the specifics in the headline.

Lead paragraphs

When writing like Schibsted, be clear and concise and use non-ambiguous language.

A good staple to keep in mind when writing lead paragraphs are the five W’s (and the H):
Who, What, When, Where, Why, How. Keeping this in mind assures that you’ve covered your bases of key information right at the start.

Good lead paragraphs are of course not only informative but also interesting. You need to hook the reader here, just like in the headline. Make your lead paragraphs short and specific. You don’t need to cover all the twists and turns of your text, but have a clear indication of what’s most important.

UK English

Schibsted uses UK English as our corporate language.

That means we write words like colour with a U and words like analyse with an S, not Z. Unlike US English, we also write words like travelled with double L’s.

If you’re unsure about any words and their spellings, this list could help you.

Synonyms and useful words

Below are lists of words connected to our voice principles that you can use when communicating as Schibsted.

Empowering Inclusive Inspiring
Achieve Belong Amazing
Authentic Cooperate Chance
Bold Community Drive
Brilliant Equal Do it
Challenge Family Exceptional
Create Genuine Exciting
Definitive Heartwarming Fantastic
Effortless Helpful Focus
Epic Honest Great
Expert Important Happy
Fearless Love Have fun
Impressive People Join in
Overcome Respect Join us
Powerful Support Lead
Reliable Team Proud
Remarkable Together Super
Special Trust
Success We can
Triumph Wonderful