Onboarding

Onboarding is a structured process that welcomes new employees and introduces them to their new role. For us in consulting and as a B2B branding agency, this process goes far beyond simply filling out paperwork. A good onboarding program communicates the company identity, positioning, values, and culture, makes statements about goals, and articulates expectations for the new employee. It’s an opportunity to build relationships, network with the team, and obtain the right resources to be successful. As a branding agency, it is important for us to bring the brand, branding, and employer branding together in communication and interaction in such a way that new employees quickly become enthusiastic brand ambassadors. As a B2B agency, we focus on these topics during onboarding:

• Cultural empathy: In international B2B companies, people from different countries and with different cultural backgrounds often work together. Effective onboarding takes cultural differences into account and promotes an inclusive corporate culture. New employees should feel welcome and accepted so that they can settle in quickly and work productively. This includes a package of measures that promote this exchange.
• Clear objectives: Well-planned onboarding gives new employees clear objectives and expectations of their role in the company. This allows them to focus on their job tasks from the outset and quickly make a contribution to the company’s success.
• Personal support: Personal support during the onboarding process is extremely valuable. A mentor or contact person is there to support the new employee, answer questions, and help them find their way around the company. This support makes it easier to settle in and promotes trust in the new team. Ideally, this person is also a brand ambassador and can convey identity and values.
• Networking: Collaboration across different locations and time zones is of great importance in international B2B companies. Successful onboarding promotes the development of relationships with colleagues so that new employees can build an international network and work effectively with others. Live events and digital formats are needed to promote this togetherness.
• Training and further education: Continuous employee development is critical to keep pace with the ever-changing demands of the global business environment. A good onboarding program provides access to specific training and development opportunities to further develop individual skills. In our experience as a branding agency, it is essential to integrate brand positioning, identity, and values.
• Long-term integration: Successful onboarding does not end after the first few weeks at the company. It is a continuous process that ensures that new employees are integrated into the company in the long term and can continue to develop. From our branding point of view, in addition to technical issues, brand issues also need to be integrated time and time again.