Large scale personalisation
Why was the video needed?
The video was created for participants in the Management Co-Investment Plan (MCIP). Although take-up for the plan was high, few participants really understood the plan, particularly how the results of the company affected the number of shares that vested at the end of the three-year period.
Despite reaching enrolment targets, they weren’t succeeding in aligning employees with the goals of the company and increasing employee loyalty. The participants weren’t aligning the success of the business with increased share value.
How was the message personalised?
The video had four personalisation touchpoints to help participants understand the full value of their plan; this included their name, how much they had invested at the start of the plan, how their investment had grown over time, and crucially how Unilever’s performance over the past three years affected the value of their shares giving them the final amount they will receive at vest.
What did employees think?
While a generic video can explain the plan in detail, the personalised videos shows how each individual benefitted – so they now understand the true value of the plan. It’s driven a greater appreciation of the MCIP, and a more content and engaged workforce.
Andrew Forsythe, Global Reward Director - Equity & Mobility, Unilever
1,399 video views
Increase in employee understanding of the plan
Increase in employee excitement in the plan
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