Rakuten Content

Sample of Internal Communications Content

BACKGROUND

One of Rakuten’s internal communications KPI is creating daily video content to share with employees. My role as a Global Communications Manager was to source stories from all non-Japan markets. While the below is only a selection of content released to the public, topics I shared ranged from technology specific product explanations, internal and external events, branding and strategy explanation, employee highlights, and more.

Executive Interviews

Written Interview with Rakuten’s Director of Global Marketing and Branding on the strategy of Rakuten’s branding and how its partnership with global sports brands will make it stronger and more well-recognized globally. This interview with first done internally and revised for an external audience.

Employee-focused content

The following contents introduce individual Rakuten group company’s culture as well as the greater Rakuten organization’s culture and employee engagement activities. Aside from interviews on strategy, I always aim to include employee feedback and highlight how particular employees feel about the event or strategy to get first-hand comments.

Corporate Social Responsibility

In the following content, I worked with other teams to highlight Rakuten’s CSR (corporate social responsibility) activities and liaised not only with internal teams but also external partners to source information, film, and approve content for external publication.

Corporate Content

Although internally this was a three-piece content, only the first piece was approved to be published externally and gives a general overview of the new office headquarters in the US, which was a big historical step for the company. The latter content in the content campaign explored the strategy of the US business as it was growing through extensive interviews with the company leader as well as different business partner leaders who were establishing regional functions for the Americas. The purpose was to share with all employees the momentum of the US business as the next growth market for Rakuten and enhance employee awareness of the growth and acceleration of the company, despite being headquartered in Japan. The series served not only to build a sense of pride for the US-based employees but to also educate and increase awareness with Japan-based employees on how their company had expanded into a well-known global organization.