Unilever Strengthens Employee Connection with OBSESS Framework
Unilever partnered with Zenith Labs to deepen employee connections and align them with company values. Using the OBSESS framework, they created a storytelling initiative that focused on education, talent development, and fostering stronger bonds between employees and leadership through authentic, vulnerable storytelling.
.jpg)
By partnering with the founders and partners of Zenith Labs and using the OBSESS framework, Unilever transformed its internal culture, creating a workplace where values were not only shared but actively lived. This storytelling initiative fostered an environment of trust, connection, and development, strengthening Unilever’s culture and mission for employees at every level..
.avif)
The OBSESS framework
Here’s how they applied each
step of the OBSESS
framework to bring their values to life:
Observe
Unilever, with guidance from Zenith Labs, conducted a deep assessment of employee engagement and cultural alignment. Through surveys, interviews, and focus groups, they observed that while employees were aware of the company’s values, they often felt a disconnect between their day-to-day roles and Unilever’s broader mission. This assessment showed that employees needed relatable stories from leaders to see the values in action, fostering an environment where they could feel personally connected to the brand.
Benchmark
Zenith Labs helped Unilever analyze industry standards around employee engagement and cultural alignment, particularly looking at companies known for strong internal cultures. They discovered that storytelling and vulnerability were effective methods to build trust and increase employee loyalty. This benchmarking highlighted an opportunity for Unilever to use stories as a way to inspire, educate, and connect employees to the company’s mission in an authentic and memorable way.
Strategize
In collaboration with Zenith Labs, Unilever developed a strategy to gather and share authentic stories of leadership, growth, and personal challenge from senior executives and emerging talent. This strategy emphasized the importance of vulnerability, encouraging leaders to share both their successes and struggles, giving employees relatable role models. The plan included recording videos, curating written narratives, and organizing interactive sessions where employees could ask questions and learn directly from leaders’ experiences.
Scale
Following a structured, step-by-step plan, Unilever, with support from Zenith Labs, captured these stories and developed a multimedia platform to share them across the company. Senior leaders participated in recorded storytelling sessions, sharing how they embodied Unilever’s values and overcame personal and professional challenges. To ensure broad engagement, Unilever set up viewing sessions, discussion groups, and live Q&A events, allowing employees to connect with the stories in real-time and discuss their reflections with peers.
Execute
The storytelling initiative initially launched in a few regions, with strong employee participation and positive feedback encouraging Unilever to roll it out globally. As employees embraced the stories, they began forming micro-groups to further explore shared values and discuss how they could integrate Unilever’s mission into their own work. By scaling the initiative, Unilever created a company-wide movement that inspired deeper cultural alignment and personal growth.
Sustain
To ensure lasting impact, Unilever built ongoing support structures around the storytelling program. Employees were encouraged to contribute their own stories, and leadership committed to regularly updating the platform with new content. Zenith Labs helped Unilever establish a mentorship program, where employees could connect with leaders whose stories had inspired them, fostering a culture of mutual learning and support. This approach embedded storytelling into Unilever’s culture, providing continuous opportunities for employees to learn, connect, and grow.
Outcomes of our framework
This is how our OBSESS framework helped them with some
amazing outcomes
Employees began creating micro-groups where they could connect over shared values and discuss ways to embody Unilever’s mission in their roles. Additionally, inspired by the stories, employees initiated mentorship programs, reaching out to leaders who had shared their journeys, fostering connections across levels and regions.
Employees reported a stronger connection to Unilever’s mission and values, feeling that the company was genuinely committed to transparency and mutual growth. The authentic storytelling created a foundation of trust, as employees saw their leaders share vulnerable moments and felt empowered to embody these values in their work.
The storytelling initiative became a cornerstone for talent development, encouraging employees to learn from leaders’ journeys and apply these lessons to their own growth. Engagement levels rose as employees felt more connected to Unilever’s purpose, seeing their roles as integral to the company’s vision.
