The start of a new employee's work journey is an important moment for both the company and the individual taking on a new professional challenge. In addition to involving emotions such as anxiety and excitement about starting at a new company, it is also a decisive step to build an emotional connection and establish solid foundations for long-term employee engagement.
According to Gisele Pedroso, founder of Agência Bloga, a company specialized in Internal Marketing and Corporate Happiness, an onboarding process, a term in English that means to embark and defines the integration of a new employee into the company, goes beyond a simple presentation.
“A well-structured onboarding is not just a time to explain company policies and fill out documents. It is about creating unforgettable experiences that positively mark the beginning of a new professional stage. It is a strategic activity for companies that want to retain talent and strengthen their organizational culture,” he explains.
According to the executive, research shows that effective onboarding increases new employee retention by up to 82% and boosts their productivity by more than 70%. Studies show that the first 90 days are crucial in determining whether the employee will stay with the company. Onboarding is a moment that contributes to the employee's motivation and engagement, as it reinforces their role in the company and creates a sense of belonging from the beginning. Thus, employees become more committed and aligned with the organization's goals from the first day of work.
Learning curve
For Gisele, in the competitive current job market, providing a memorable onboarding experience is a competitive advantage for companies. "In the short term, this strategy accelerates the learning curve, allowing the employee to contribute more quickly to the team's goals. In the long term, it reduces turnover because it creates a positive initial experience that helps the employee feel valued," he/she/they adds.
Role of Internal Marketing
Endomarketing is essential for creating aligned and engaging internal communication during onboarding. It ensures that key messages about culture, values, and benefits are communicated clearly and creatively. It also promotes actions such as welcome campaigns, integration events, and visual materials that reinforce the sense of belonging.
“Some actions are essential to transform an employee’s first day into a memorable experience. At Bloga, we suggest that our clients prepare in advance to ensure that all the necessary resources are ready before the employee even arrives. On the first day, we plan welcoming activities, such as a welcome breakfast and a tour of the company. The presentation of the corporate culture is done through workshops, videos or interactions with leaders, who explain the company’s values, mission and vision. Finally, it is important to have ongoing monitoring, ensuring that the employee is prepared for their responsibilities, that their questions are clarified and their progress is evaluated”, he comments.
Innovative practices
According to Gisele, the endomarketing strategies for personalized onboarding with innovative practices. "The activities range from presenting the company's history with virtual reality glasses to welcome kits that include items such as inspiring books, signed cards by the team, and exclusive company materials. Gamification is also being used as a way to create challenges and rewards for new employees, making learning more fun," he/she/they emphasizes.
Onboarding Day
The founder of Bloga also highlights that some companies are implementing Onboarding Day, a special day to welcome new employees, with workshops, lectures, and moments of relaxation. "Integration with the team can be carried out through activities or informal events, such as happy hours. Additionally, some companies adopt mentorship or camaraderie programs, assigning an experienced colleague to guide the new employee. Companies also use interactive platforms to monitor progress and provide support during the first few months," he concludes.
