Background
Interlink, a fast-growing B2B lead generation business, set out to challenge an industry long defined by high pressure and low trust. In the wake of the pandemic, the leadership team recognised that, to compete with enterprise rivals and attract top talent, it needed a workplace fit for the future – one built on wellbeing, flexibility and readiness for continuous change.
The ambition was to become the best lead generation company in the world, founded on integrity, trust and values, where people genuinely love to work. The challenge lay in balancing high performance and innovation with human connection, creating a culture capable of evolving with technology and scaling sustainably.
Approach
Over 12 months, Interlink reimagined every aspect of how it worked, co-designing a people-first, future-ready model with employees, founders and regional teams. The transformation focused on flexibility, connection, inclusion and learning as the foundations of future performance.
A 4-day working week with full pay and 32-hour contracts redefined productivity around outcomes rather than presenteeism. Employees now benefit from 79 days of paid leave annually, including Work from Anywhere options for up to four weeks and full hybrid flexibility.
“Interlink shows that the future of work isn’t about location but about flexibility, learning and trust”
Wellbeing became integral to the business model. Interlink trained Mental Health First Aiders, supported by mindfulness and resilience coaching. Regular ‘Passion Presentations’ allow new joiners to share their cultures and interests, while Living Our Values Awards and company-wide conferences build connection across regions.
The company’s DEI and Community Champions network, supported by board-level ambassadors, drives initiatives in sustainability, inclusion and social impact. Meanwhile, Interlink placed learning and technology at the heart of its future-readiness plan. Each employee gained access to enterprise-level AI tools to streamline work, alongside 5Mins.ai, an AI-driven learning platform offering personalised, bite-sized training. A global women’s leadership programme and senior-level coaching were also launched to strengthen resilience and leadership capability for the future.
Outcome
Voluntary turnover stands at just 5% which is incredibly low for the industry. Employee engagement has remained at 90% for two consecutive years and 15% of staff were promoted in 2024, showing strong internal mobility. Sickness absence dropped by 12%, while revenue grew from £6m to £8.2m with 90% client retention across top accounts.
Employees describe Interlink’s culture as “the most human I’ve ever experienced,” and candidates increasingly cite flexibility and wellbeing as key reasons for joining.
By combining flexibility, continuous learning and AI innovation, Interlink has created a future-ready culture grounded in humanity, empowerment and trust.
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