Putting the heart back into Shared Ownership
Problem
Uniting a rapidly expanding workforce behind a shared belief
Spark
Transactional to transformational: turning a financial benefit into a cultural movement
Impact
A movement, not just messages
PROBLEM
Overview
Uniting a rapidly expanding workforce behind a shared belief
JTC Group, a global professional services and fund administration business, has built its culture around a distinctive Shared Ownership model. The belief that when every employee thinks and acts like an owner, collective success follows.
But after global expansion, 60% of the company’s 4,000+ employees across 22 jurisdictions had never experienced a share award first-hand – and didn’t yet connect with the concept of ownership.
Engagement was uneven, and understanding was low. The risk? A foundational idea was becoming harder to feel in day-to-day reality. JTC needed a transformative approach to reconnect all employees – from recent hires to long-standing veterans – with the ‘why’ behind ownership.
The goal? Reignite a globally consistent, high-performance culture to power sustainable growth.
SPARK
Making it happen
Transactional to transformational: turning a financial benefit into a cultural movement
We reimagined Shared Ownership not as a financial scheme, but as a story employees could see themselves in – one rooted in identity, purpose and action. Our human-first campaign embedded purpose into the everyday, anchored by the behavioural message: Think like owners. Act like owners. Be rewarded as owners.
We brought the campaign to life using JTC’s monarch butterfly – a powerful symbol already embedded in the brand – reimagined to represent transformation, strength, and shared progress.
01
Use every channel to meet people where they are
We used every tool in the internal comms kit. Vlogs, podcasts and infographics, masterclasses, refreshed colleague-centred imagery, an AI-powered assistant and a personalised intranet dashboard.
02
Create a single place Shared Ownership could live
The redesigned Shared Ownership Hub on Joogle (JTC’s intranet) became a go-to resource, bringing everything together in one clear, accessible space people could return to again and again.
03
Turn belief into a shared global moment
Ownership For All Day (O4AD) brought colour, celebration and connection to every one of JTC’s 34 offices.
IMPACT
The outcome
A movement, not just messages
The campaign exceeded every KPI, creating lasting change
And the qualitative feedback? Transformative. Staff described feeling ‘part of something bigger’. Managers gained confidence. New joiners embraced the culture faster than ever.
As one leader said: ‘We have a new energy that we will be feeling for a long time to come.’
This was my first O4AD… it really did make you feel like you are a part of something bigger.
WHY IT MATTERS
Awareness isn’t enough to shift culture
The real goal is empowerment.
Through storytelling, symbolism, and strategic communication, H&H and JTC rekindled a powerful sense of ownership. We replaced dry policy with inspiring energy, initiative and everyday pride. From Canary Wharf to Cape Town, every touchpoint was designed to help employees see themselves as contributors to JTC’s future: Think like owners. Act like owners. Be rewarded as owners.
This is Shared Ownership. This is culture, transformed.
Find out more about culture in our deep dive report all about organisational culture.
96%
of employees reported understanding Shared Ownership
71%
said Think. Act. Reward. clarified the concept for them
5,000+
intranet visits, 762 video views, and 727 masterclass attendees – in a single cycle
You might also be interested in
New structure. New strategy. A new future for 10,000 people. It was time to talk
Jardine International Motors
