S10 Ep11. The Founders of theSkimm on Building a Company People Want to Work for

Today on FOMO Sapiens we delve into the remarkable story of how the founders of theSkimm, Carly and Danielle, built a company that people not only want to work for, but also rely on for trusted information and guidance.

From its humble beginnings, theSkimm has grown alongside its initial audience, adapting to their changing needs and evolving into a multi-faceted platform that covers personal finance, health, family, and purchasing decisions. 

The driving force behind theSkimm's focus on millennial women is their recognition of this demographic's immense economic influence and their belief that these women are the most important customers to cater to.

Recognized as a necessary resource for navigating the complexities of adulthood, theSkimm has become a trusted companion, helping women make informed decisions in various aspects of their lives. 

As the company grows, it eagerly embraces a new generation of women, understanding that their experiences and decisions will shape the future direction of the company.

But, like any successful venture, theSkimm had its humble beginnings. Carly and Danielle made a pivotal decision to quit their jobs at a young age, a decision that still fills them with unease even after 11 years of running their company. Fuelled by a passion for the news business, they faced countless challenges to break into the industry, including entering the job market during the Great Recession, where stable jobs were hard to come by. Working in media during a downturn meant financial sacrifices, but it also fueled their determination to make their mark.

What sets Carly and Danielle apart is their unique dynamic and magical working relationship as friends and business partners. Starting a business with a friend may be seen as unwise, but they defy conventional wisdom and credit their successful partnership to their shared passion, trust, and the ability to address potential conflicts from the outset.

Observing the changing landscape of the news industry, Carly and Danielle realized there was a lack of focus on their demographic, young women who were increasingly leading and making purchasing decisions. Sensing an opportunity to fill this void, they embarked on a mission to create a source of trusted information specifically targeted towards women.

Maintaining a strong brand ethos and voice has been instrumental in engaging and retaining theSkimm's audience. The company's brand has evolved over time, incorporating fresh perspectives and ideas to ensure relevancy and resonance with its diverse audience. Recognizing the importance of driving change and reaching a wider target audience, The Skimm understands the need to bring in new voices to continuously enhance their brand.

In addition to their entrepreneurial spirit and hunger for growth, Carly and Danielle are staunch advocates for policies that support women in the workforce. They have implemented progressive policies within the company, including paid family leave, unlimited vacation days, improved healthcare benefits, and childcare coverage. Recognizing the needs of their predominantly female workforce, they have partnered with companies like VV to provide comprehensive childcare support.

However, The Skimm's mission extends beyond its own workforce. They have launched impactful campaigns like "Show US Your Leave" and "Show US Your Childcare" to address the lack of support for families in terms of paid family leave and childcare. Through transparent sharing of policies, they have catalyzed positive change in hundreds of companies, wagering that supporting families ultimately benefits both employees and businesses.

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