Gemma Nobbs and Hayley Sandford, senior social media managers at Aviva, describe how Aviva’s Creators programme demonstrates the power of authentic, employee-led storytelling to humanise brands.

Let’s be honest, financial services and social-first storytelling aren’t what you’d immediately consider to be a match made in heaven. With its reputation for being traditional and risk-averse, the sector can encourage a cautious approach to communication, especially on public platforms like social media. A predominantly technical, impersonal tone of voice may instill credibility, but it can lack emotional resonance, limiting the appeal to younger, digital-first audiences who expect transparency, humour, and human connection.

We launched the Aviva Creators programme to prove that even in a traditionally corporate space, digital communications can still be authentic, vibrant and engaging. The idea was simple: empower our own people to tell their stories.

In April 2024, we ran an internal competition to find six Creators from across Aviva’s UK offices. These are not professional influencers or marketers; they are colleagues with a passion for storytelling and a desire to show what Aviva’s really like. We gave them the tools and training to create content that reflected our culture, purpose and values.

From behind-the-scenes glimpses of our brand campaign to “Day in the Life” videos, our creators bring Aviva’s story to life through the lens of our people. Creator Katie opened up about her inspiring career journey, following the path to what she proudly calls her “dream job.” Creator Emily gave us a heartwarming look into working alongside her parents, sharing the unexpected joys of car sharing and the wisdom gained from different generations.

These are not just stories, they’re real, relatable moments that might have stayed hidden in the everyday. But when told in our employees’ own voices, they struck a chord. They remind our audiences that behind every policy and every project, there’s a human story worth hearing. In just five months, we saw a 388% increase in average post impressions and a 14% rise in Instagram followers.

One of the most rewarding outcomes has been the ripple effect across the business. Teams from Sustainability to Internal Communications want to collaborate with our creators. Our Canada team asked how they could replicate the programme and have now launched their own. But perhaps most importantly, our employees feel more seen and heard. The sense of pride and connection grew stronger. The comments on LinkedIn and Instagram reflected that and still do.

Of course, embracing employee-led storytelling hasn’t come without challenges. Handing responsibility to our colleagues means relinquishing some control from the corporate comms function - a shift that requires trust and a mindset change. We’ve had to strike a balance of encouraging creative freedom while making sure our brand remains consistent and protected. But, with clear direction and ongoing support, we’ve established robust guidelines, built in regular feedback sessions and introduced tailored training to keep our creators ahead of the curve and equipped with the latest insights on social trends and platform updates.

The Aviva Creators programme is a testament to what happens when you hand the mic to your colleagues and trust them. In an industry where trust and transparency are crucial, digital communications must evolve beyond polished campaigns and corporate jargon. They must reflect the real people behind the brand, and how better to do that than including as many of their voices as we can.

As we continue to build on this success, we believe the future of digital in financial services lies in authenticity. Not just in what we say, but in who says it. When our people become storytellers, brands become more human. And for an industry that's often seen as corporate and dull, that’s the kind of transformation worth investing in.