The start of a new employee’s work journey is an important moment both for the company and for the individual taking on a new professional challenge. Besides involving emotions like anxiety and excitement about starting at a new company, it is also a decisive stage in building an emotional connection and laying solid foundations for long-term employee engagement.
According to Gisele Pedroso, founder of Agência Bloga, a company specializing in Internal Marketing and Corporate Happiness, an onboarding process—an English term meaning ‘to embark’ and defining the integration of a new employee into the company—goes beyond a simple introduction.
“A well-structured onboarding is not just a moment to present company policies and fill out documents. It’s about creating unforgettable experiences that positively mark the beginning of a new professional chapter. It’s a strategic activity for companies that want to retain talent and strengthen organizational culture,” she explains.
According to the executive, research shows that effective onboarding increases new employee retention by up to 82% and boosts their productivity by over 70%. “Studies show that the first 90 days are crucial in determining whether an employee will stay with the company. Onboarding is a moment that contributes to employee motivation and engagement, as it reinforces their role in the company and creates a sense of belonging from the start. This way, employees become more committed and aligned with the organization’s goals from their very first day of work.”
Learning curve
For Gisele, in today’s competitive 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 team goals. In the long term, it reduces turnover, as it creates a positive initial experience that helps the employee feel valued,” she adds.
Role of Internal Marketing
Internal marketing is essential for creating aligned and engaging internal communication during onboarding. It ensures that key messages about culture, values, and benefits are conveyed clearly and creatively. It also promotes actions like welcome campaigns, integration events, and visual materials that reinforce a sense of belonging.
“Some actions are essential to turn an employee’s first day into a memorable experience. At Bloga, we propose pre-preparation to our clients to ensure all necessary resources are ready before the employee even arrives. On the first day, we design welcoming activities, such as a welcome breakfast and a company tour. The corporate culture is presented through workshops, videos, or interactions with leadership, who explain the company’s values, mission, and vision. Finally, continuous follow-up is important to ensure the employee is prepared for their responsibilities, their questions are answered, and their progress is evaluated,” she comments.
Innovative practices
According to Gisele, internal marketing strategies enable personalized onboarding with innovative practices. “Activities range from presenting the company’s history with virtual reality glasses to welcome kits that include items like inspiring books, cards signed by the team, and exclusive company materials. Gamification is also being used to create challenges and rewards for new employees, making learning more fun,” she highlights.
Onboarding Day
The founder of Bloga also notes that some companies are implementing Onboarding Day, a special day to welcome new employees, with workshops, talks, and relaxed moments. “Integration with the team can be achieved through dynamics or informal events, like happy hours. Additionally, some companies adopt mentorship or buddy programs, assigning an experienced colleague to guide the new employee. Companies also use interactive platforms to track progress and offer support during the first months,” she concludes.
