Employee ownership: Shaped by all, Shared by all

How do you engage 17,000 employees across 50 countries in the most sensitive change in your company’s history – under strict confidentiality and in just six months? Our answer: a bold, human-centred campaign that transformed a functional update into an emotional story: Shaped by all, Shared by all.

The challenge was clear: our employee ownership model, central to Mott MacDonald’s collaborative culture, wasn’t resonating with everyone, particularly early career professionals. Misperceptions risked dividing the business. We needed to communicate an evolution of the model that ensured inclusivity and relevance for generations to come, while making every colleague feel they had a stake and a voice.

Sponsored by our Executive Board, we adopted an audience-first approach, creating 16 personas to reflect workforce diversity and tailoring messaging accordingly. Confidentiality and speeds demanded agility: fewer than 20 people were ‘in the tent’, so we relied on rigorous approvals and phased communications to minimise risk. Our small team worked daily with reward, people and legal experts, delivering a campaign that felt more like a brand launch than corporate communications.

The centrepiece was an unscripted film featuring 16 colleagues worldwide, co-authored without revealing the project’s true purpose, giving authenticity and impact. A simultaneous global launch achieved a 92% email open rate (26% above average) and a 167% increase in click-throughs. Webinars, roadshows and a SharePoint hub deepened understanding, while 97% of employees held manager-led conversations. The campaign united colleagues, strengthened ownership culture, and set a new benchmark for inclusive, creative communication.