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How we helped Royal London bring their hidden culture to light and rank as a UK 'Best Place to Work'.

The financial services sector has a major reputation problem. Perception-wise, it is often associated with long hours, shareholder-first corporate greed, and a distinct lack of diversity. This stereotype actively deters talented, diverse jobseekers from applying.

As the UK’s largest mutual life, pensions, and investment company, Royal London is built on entirely different values - there are no shareholders, only long-term mutual thinking and a highly collaborative culture. Their problem wasn't a lack of great employee experience; it was visibility. Excellent employee engagement and a strong "People Promise" existed internally, but their external talent messaging was fragmented, disconnected, and failing to tell a cohesive story.

  • Conceptual creative
  • Copywriting
  • Design
  • Creative
  • DE&I
  • Employer brand
  • EVP
  • Research & insight
  • Talent attraction

The solution

We partnered with Royal London to craft a sustainable, portable Employer Brand designed to turn their hidden culture into their biggest hiring asset.

  • The Core Concept: We developed "The feeling’s mutual". This three-word platform serves as both a proud statement of their mutual business model and an authentic reflection of how working there actually feels.
  • Forge Content System: Rather than a one-off recruitment campaign, we built an evergreen content engine using Chatter’s Forge platform, empowering the client to continuously generate, host, and scale real employee-led stories.
  • Tiered Storytelling Strategy: Architected a structured, three-tier framework spanning "Spotlight" (individual profiles), "Stage" (team culture), and "Waiting in the Wings" (candidate pipeline) narratives.
  • Brand Playbook & Recruitment Integration: Created a practical, accessible employer brand playbook and inclusive selection frameworks, allowing local teams to easily roll out consistent recruitment marketing.

The results

The introduction of "The feeling's mutual" has shifted candidate perception, driving outstanding hiring results.


  • 1,250

    Smashed hiring volume metrics by filling over 1,250 roles (up from 900) while reducing time-to-offer from 45 days to just 34 days.

  • 8th

    Propelled Royal London to No. 8 in Glassdoor’s 'Best Places to Work in the UK' (2026), jumping from no placing at all in 2025, alongside an overall rating increase to 4.2.

  • 116%

    Transformed careers site performance with a 116% increase in views per viewer and a 31% increase in total page views since launching on Forge.

  • 49%

    Advanced Diversity and Inclusion by securing 49% female hires and increasing wider ethnic hiring representation to 18%.

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Leeds Office

Castleton Mill, Castleton Close
Leeds, LS12 2DS.

+44 113 524 0390

Chatter Communications Ltd. is a company registered in England and Wales. Registered number: 07550917.

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