INTERVIEWER: MAHMOUD MANSI
EDITOR: NADA ADEL SOBHI
The Interview
1) HR Revolution Middle-East Magazine: What is the story of Scoop Empire?
Sherry El Kilany: We launched Scoop Empire right when the Revolution in Egypt was just beginning. One of the main reasons we decided to bring it to life was due to the simple fact that the whole world had an opinion about the Middle East but there was no proper tool or platform in which Middle Easterners themselves could let the world know what was going on in our region.
2) HR Revolution Middle-East Magazine: Scoop Empire was founded on 14 January, 2012. On 14 February, 2015 the magazine boomed and made a very noticeable success. What happened within this time to make the magazine so popular?
Sherry El Kilany: We’ve been working very hard on perfecting our formula and understanding what our readers want to see and read, while at the same time keeping our reliability in the market as an unbiased outlet for information.
3) HR Revolution Middle-East Magazine: Being the Co-founders of one of the most successful online magazines in Egypt, what is the best training program a writer can have to acquire further developed writing skills?
Sherry El Kilany: I would say to keep practicing. There are many opportunities out there to be a contributor to all kinds of websites and magazines, allowing you to work with an editor, who could in the end help you hone your skills and improve yourself.
4) HR Revolution Middle-East Magazine: Many new online magazines and newspapers are in the process of being launched in Egypt, from your point of view what differentiates between a successful and unsuccessful one?
Sherry El Kilany: Honestly it’s expected. Digital is the way the whole world is going. I would be shocked if there weren’t new startups every day. What most people don’t realize is that this is a full time – 24/7 – day job, so if they aren’t willing to dedicate their lives to it, then they most likely won’t succeed.
5) HR Revolution Middle-East Magazine: Many magazine and newspaper managers nowadays prefer to operate their work online and deal with writers, journalists, photographers and designers virtually without any face to face meetings. Do you think this way of management is better or not, why?
Sherry El Kilany: Definitely not. I’m be-in-our-office to see you daily kind of person. That’s when the best brainstorming happens, when your team is gathered together and your ping-ponging ideas off each other.
Don’t get me wrong we have almost 150 contributors that work from around the world, but the main team is located at our premises.
6) HR Revolution Middle-East Magazine: What is the best sort of motivation for a writer?
Sherry El Kilany: To explore the world around them, to travel, and to keep their eyes and ears open. That is where all the inspiration comes from.
7) HR Revolution Middle-East Magazine: When it comes to the annual or biannual employee evaluation and filling the performance appraisal of a writer, would it be mainly based upon the number of articles published per year, or the number of shares, views or the readers’ feedback?
Sherry El Kilany: For the full time writers, it’s more about timeliness and meeting deadlines. In this industry, especially in the online world, it is always about who gets the news out first and at the right time.
8) HR Revolution Middle-East Magazine: In a job interview, what is the most important question you would ask to the candidate who is applying to be one of your full-time writers? Why?
Sherry El Kilany: Are you prepared to dedicate your life to journalism? This is a full time 7-days-a-week job. Usually the look of fear lets us know they aren’t the right candidate. If they are eager, we know they understand what it means to work for a content platform.
9) HR Revolution Middle-East Magazine: What is your criticism regarding the magazine industry in Egypt?
Sherry El Kilany: The lack of creativity. There are plenty of platforms constantly copying each other, whereas there is so much room for creativity and space for everyone to find their own voice.
10) HR Revolution Middle-East Magazine: What sort of advice would you provide to writers who want to establish a career and a recognized name?
Sherry El Kilany: Write, write and write some more, see what the audience wants and needs and tackle those topics. You may soon enough become a household name.
11) HR Revolution Middle-East Magazine: What if Scoop Empire would launch a print issue someday, would you recruit a specific staff of writers for it? Why?
Sherry El Kilany: We’re a digital site, started digital and will stay digital (winks).
HR Revolution Middle-East Magazine: Of course. Thank you so much Ms. Sherry for the material you provide to the readers and for this very rich interview.
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