Case studies
How we helped KFC UK&I launch a cluckin’ great employee advocacy programme and cook up 370,000 organic impressions
KFC UK&I needs to hire thousands of restaurant workers every single year. The problem was, they were looking for them in entirely the wrong place. Their employer brand social channels were almost exclusively LinkedIn-facing - highly professional, polished, and completely irrelevant to the young frontline audience they needed to reach.
Instead, their target candidates were scrolling on TikTok and Instagram. To drive meaningful talent attraction, KFC needed to show up on these channels in a highly authentic way. However, creating content inside active kitchens presents a massive challenge: one wrong move on camera can easily lead to a food safety incident, a franchisee dispute, or a major reputational crisis.
- Video and animation
- Media
- Social
- Talent attraction
- Video & photography
The solution
We built an employee advocacy programme called "The R1s" that balanced real-world authenticity with bulletproof compliance.
- The R1s Advocacy Cohort: We recruited twenty real restaurant employees from across the UK to serve as KFC's premier creator collective.
- Compliance & Sign-Off Framework: We built a tight sign-off process involving KFC’s food safety, risk, legal, and brand teams to ensure every piece of content was completely safe and on-brand.
- Comprehensive Creator Training: We designed structured onboarding modules covering content creation, editing, and post-production, capped off with a professional training day at the O2 arena.
- EVP-Led Content Briefs: Shifted away from generic posts to deliver structured, trend-led briefs rooted in KFC's core Employee Value Proposition (EVP) message: "For Real Ones".
The results
The R1s proved that real employee voices beat polished corporate ads every single day, delivering incredible organic success. It built a self-sustaining creative community that ultimately handed KFC a bank of authentic, on-message recruitment marketing assets.
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370,000
Generated over 370,000 organic impressions and 7,500 engagements on TikTok and Instagram - all with zero paid media spend.
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750,000
Supported a massive hiring surge, helping to drive overall applications up from 500,000 to 750,000 during the programme's lifetime.
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Get in touch
We believe that all people have talent. And we think that every business and organisation can do amazing things when they engage with that talent in the right way. So, if you’d like to talk about what we can do for you, your business, and your talent, we’d love a chat. And if you’d like to stay up to date with what we think, create and do then sign up for our newsletter, too.
Chatter Communications Ltd. is a company registered in England and Wales. Registered number: 07550917.
