People no longer consume news passively and moving to digital-first is essential for any major newspaper with a desire to survive. The Financial Times wanted to understand how digital affects their business and audience.
The FT was embracing digital learning but with short, intense, annual bursts and needed a new approach. They needed to embed tools, capabilities and a digital mindset in order to thrive in a landscape of constant innovation. Part of this challenge was also attracting and retaining new young talent.
We undertook research to understand the FT’s digital confidence and knowledge, and distributed the findings to the entire company. We designed a bespoke digital learning programme to deliver digital literacy through boot-camps, seminars and content.
To support the programme, we created a brand – FT Digital Campus, and a framework for digital literacy. Through the brand, we helped the FT create a ‘digital campus’ to deliver all of its digital learning content and development.
Our programme grabbed attention, earned respect and created a change story within the organisation, increasing confidence in digital capability, globally. From a traditional editorial base resistant to change, the organisation embraced using data for maximum impact and readership of content. They went from an organisation that wasn’t an obvious employee choice for graduates, compared to Google or Facebook, to a desirable employer.
Our work increased confidence in digital capabilities across the global organisation. It improved the use of data and increased employee advocacy.