2U Global Workforce Transformation: Rebuilding Connection & Culture at Scale
The Challenge: Bridging rapid growth with cultural consistency
Between 2017 and 2022, 2U more than tripled in size. Through the acquisition of three companies and a shift toward a global, remote-first workforce, what was once a tight-knit U.S.-based organization became a four-continent operation.
Like many high-growth companies in edtech and digital learning, 2U faced a familiar challenge: culture had not disappeared—it had fragmented.
The result was a clear scaling tension: strong culture locally, but inconsistent connection globally. Teams lacked a shared language for the mission they all believed in.
The Strategy
To support continued growth, 2U partnered with Brandemix to define and activate a unified employer brand. The goal was to make culture consistent, scalable, and recognizable across geographies and business units.
The work focused on three priorities:
- Global Alignment: Reconnecting fragmented teams through a shared cultural framework.
- EVP Definition: Creating a simple, scalable articulation of the 2U experience.
- Retention: Ensuring employees could see themselves in the evolving organization.
The Approach: Listening at Scale
Brandemix conducted a multi-phase research program including 1,000+ survey responses, global focus groups, and executive interviews. The findings were clear: the mission resonated, but the experience of that mission was siloed. We needed a unifying narrative to connect purpose to daily work.
The Outcome: All In. On Purpose.
The research was translated into a clear employer value proposition: All In. On Purpose. supported by four cultural pillars:
Mission-Immersed
Equity in education.
World-Class Partnerships
Measurable impact.
Empowerment & Accountability
High trust/autonomy.
Belonging & Betterment
Inclusion & growth.
“There’s something about this place that’s special… It allows me room to grow, to learn, and to share. That’s why I stay.”
— 2U Employee
Ready to align your global culture with your growth strategy?
Let’s talk.
