How do you drive transformation in an organisation that is over 500 years old, employs 130,000 people, and is woven into the very fabric of the national identity?
In our latest episode of Strategy, Story & Stakeholders, we sit down with Jenny Hall, a senior communications leader driving Corporate Affairs, Public Affairs, and ESG at Royal Mail.
We discuss how she brings a "campaigning mindset" to corporate communications, the realities of reaching a massive deskless workforce, and why the lines between internal and external comms no longer exist. If you are navigating complex corporate transformations or looking to rebuild brand pride from the inside out, this conversation is packed with practical insights.
Driving change with a campaigning mindset
Jenny views her role as a campaigner—someone constantly advocating to change things for the better. When she stepped into her current role, the business was facing significant hurdles, including strikes, leadership changes, and a cyber attack. Her response was to launch a multi-year "Reputational Rebuild" built on four key pillars:
Rebuilding pride: Boosting morale and restoring faith among colleagues.
Customer and transformation: Shifting the narrative outward to focus on the customer experience.
Reforming the universal service: Running an integrated campaign to modernize the legal obligation of six-day-a-week letter and parcel delivery.
Being the greenest operator: Pushing the environmental agenda forward and owning their status as the greenest in the industry.
Blurring the lines between internal and external comms
When your workforce is knocking on millions of doors every day, your internal audience is your external voice.
Jenny runs a completely integrated communications team using a "Number 10" style grid meeting to break down traditional silos. Today, a press officer is expected to know exactly how a release will land with posties, and the internal team constantly applies an external media lens to staff updates.
Reaching 130,000 colleagues—most of whom are out pounding the streets without a corporate device—requires creativity. Instead of relying on generic emails that go unread, Jenny’s team focuses on empowering local managers, hosting live unpolished leadership Q&As, and rolling out a new digital app called "Robin" supported by an army of postie champions.
The greenest operator in the industry
While many businesses struggle to make their Environmental, Social, and Governance (ESG) strategies resonate, Royal Mail has a distinct advantage: a billion steps.
While competitors drive from door to door in diesel vans, Royal Mail posties are out delivering on foot. Coupled with a growing fleet of 8,000 electric vehicles and new microelectric vehicles, Jenny shares how the business is turning everyday operational realities into a powerful, tangible sustainability story.
What comes next: The acceleration phase
The foundation of the reputational rebuild is now firmly in place, and Royal Mail is moving into a phase of acceleration.
A prime example of this innovation is the "postbox of the future." To adapt to a world where parcels have replaced letters, Royal Mail is retrofitting thousands of iconic red postboxes. By adding wider doors, solar panels, and scanners, they are preserving their 500-year legacy while making life more convenient for modern customers.
Build high-performing teams
Navigating complexity requires the right communications leadership. Whether you are building an expert team to advise the board, or you are looking for your next executive role, we can help you take the next step.
