From Hired to Inspired: Ten Content Strategy Principles to Enhance Your Employee Onboarding Experience

Professional services firms thrive on the expertise, creativity, and drive of their people. Your employees are not just part of the business—they are the business. Their insights keep clients coming back, their creativity solves complex problems, and their connections bring in new opportunities that fuel your firm’s growth.

In such a people-centric industry, attracting top talent is just the beginning - the real challenge lies in effectively integrating new hires, helping them reach their full potential faster, and keeping them engaged long-term.

Research has shown that organisations with strong onboarding processes improve retention by 82% and productivity by over 70%. Yet many companies still treat onboarding as a tick-box exercise, missing a golden opportunity to cement their relationship with new talent.

If this sounds familiar, it’s time to rethink your approach. And the inspiration might come from an unexpected place—your marketing department.

By applying the content strategy principles that your marketing team uses to attract and engage customers, you can transform onboarding from a procedural necessity into a powerful tool for employee engagement and organisational growth.. 

This approach immerses new hires in your company culture, helps them understand their role, and reinforces their decision to join your team. The result? More engaged, productive, and committed employees who are primed to become long-term assets for your firm.

Are you ready to explore how content strategy can revolutionise your onboarding process? Let’s dive into ten tried-and-tested techniques that will reshape how you welcome and integrate new talent.

1. Understand Your Audience

Marketers create buyer personas to target their content effectively. Similarly, HR professionals can develop employee personas to tailor onboarding content. This approach allows for a more personalised and engaging onboarding experience that resonates with different types of new hires. 

For example, a junior consultant will have different onboarding needs than a senior manager joining from a competitor. The former might need more basic industry knowledge and company background, while the latter will appreciate more in-depth information on your firm's unique methodologies and client approach.

Create detailed employee personas that reflect the diversity of your workforce. When crafting employee personas, you could consider factors including:

• Job role and level of seniority

• Professional background and experience

• Career aspirations and goals

• Learning styles and preferences

• Language proficiency

• Personal values and motivations

• Communication preferences

• Work-life balance expectations

• Attitudes towards technology and innovation

This information will help tailor the onboarding experience. It might lead you to consider how age influences learning preferences and communication styles. Or prompt the provision of language options for non-native speakers, or the inclusion of sign language or closed captions on video content.

To create effective employee personas, combine surveys and interviews with data analysis. Gather insights from recent hires to understand their needs and preferences, and analyse past onboarding data to spot trends and areas for improvement. Use HR analytics to track employee performance and retention, helping to further refine your approach. 

This data-driven strategy allows you to develop detailed personas, ensuring every new hire receives targeted support that aligns with their specific needs and goals.

2. Map the Onboarding Journey

In the same way marketers map out the customer journey, HR professionals should carefully plan the onboarding journey. By breaking it down into distinct stages, you can create content that directly addresses the evolving needs and concerns of new hires at each phase.

Develop a content calendar that outlines what information will be shared at each stage, ensuring a logical flow that builds on previous knowledge. Incorporate milestones and checkpoints to track progress and trigger automated workflows as employees reach them.

Consider using the "Jobs to Be Done" (JTBD) framework to guide this process. In marketing, this approach focuses on understanding what the customer needs to accomplish at each stage to progress to a purchase decision. Applied to the onboarding experience, it helps identify how new hires feel and the key tasks they need to complete.

By understanding the “jobs to be done”, you can create more targeted and effective content that meets their specific needs throughout the onboarding process.

Pre-boarding: Setting the Stage

The pre-boarding phase begins from the moment a candidate accepts your job offer and extends until their first day. This crucial period is often overlooked but presents a prime opportunity to engage your new hire and set the tone for their journey with your company.

During this stage, the new hire's primary "jobs to be done" include feeling reassured about their decision, preparing for their first day, and completing necessary paperwork. Your content should aim to provide clarity, build excitement, and establish a sense of belonging.

Key content could include:

• Welcome packet: Create a digital welcome kit that includes essential information about the company, role, and first-day logistics.

• Company culture introduction: Share videos or articles that showcase your company's values and culture.

• Paperwork automation: Use onboarding software to streamline necessary documentation, making the process less daunting for new hires.

• Personalised communication: Send tailored emails or messages from the hiring manager or team members to build anticipation and connection.

First Day: Making a Lasting Impression

The first day is critical for setting the right tone and making new hires feel welcome and valued. 

On the first day, new hires are focused on navigating their new environment, making initial connections, and understanding immediate priorities. Your content should aim to ease their transition, build confidence, and foster early engagement. The information provided should be welcoming, informative, and easy to digest, avoiding any unnecessary overwhelm.

Key content could include:

1. Orientation schedule: Provide a clear, visually appealing agenda for the day.

2. Company overview presentation: Create an engaging multimedia presentation about the company's history, mission, and structure.

3. Interactive office tour: Develop digital resources that the new hire can reference after an in-person guided tour that introduces key spaces and people.

4. Welcome video: Share a personalised video message from the CEO or department head.

First Week: Role-specific Integration

During the first week, your new hire’s main "jobs to be done" include understanding the fundamentals of their role, beginning to contribute to their team, and setting up the necessary tools for their work.  Your content should be designed to support these goals efficiently, helping them transition smoothly into their new responsibilities.

At this stage, content can increase in detail and should be closely aligned with the new hire's specific position and needs.

Key content could include:

• Role-specific training modules: Develop interactive e-learning courses that cover essential skills and knowledge for the role.

• Team introduction content: Create profiles or short videos introducing team members and their roles and responsibilities to help new hires integrate.

• Process and tools guide: Provide comprehensive yet user-friendly documentation on key processes and tools used in the role.

• First-week checklist: Offer a digital checklist of tasks and learning objectives to guide new hires through their first week.

First Month: Deeper Dive and Culture Immersion

Over the course of the first month, new employees focus on deepening their understanding of the company, the industry, and their role within it. They begin to build stronger relationships, align with performance goals, and integrate more fully into the company. This period is also critical for reinforcing cultural values and ensuring long-term engagement.

Your content should aim to provide in-depth knowledge, foster meaningful connections, and embed cultural values.

Key content could include:

• In-depth industry insights: Share thought leadership content that provides a deeper understanding of the industry and the company's position within it.

• Cultural immersion activities: Develop interactive content or activities that reinforce company values and immerse new hires in the corporate culture.

• Performance expectations guide: Create clear, visually appealing content that outlines performance expectations, goals, and clear milestones.

• Feedback mechanisms: Implement surveys or feedback forms to gather insights on the onboarding experience so far, helping you refine the process and address any concerns early on.

Ongoing: Continuous Learning and Development

Just as the customer journey continues beyond the point of purchase, your new hires’ support needs don't end after the first month.

As employees settle into their roles, their "jobs to be done" shift towards continuous skill development, exploring career progression opportunities, and maintaining engagement with the company.

Your ongoing content strategy should evolve to meet these changing needs, fostering continuous learning and helping employees grow into the role.

Key content could include:

• Regular check-in content: Develop templates or guides to assist managers in conducting meaningful and effective check-ins with new hires, ensuring ongoing support and development.

• Peer learning opportunities: Create a system to facilitate and encourage content sharing and collaboration among employees, building a culture of continuous learning and mutual support.

• Career development resources: Offer content that clearly outlines potential career paths and development opportunities within the organisation, helping employees plan and navigate their future growth.

This staged approach ensures new hires receive the right support at every step, guiding them from their first day to full integration. It’s a strategy that builds engagement, fosters alignment, and lays the groundwork for their success in your organisation.

3. Personalise the Experience

If you’ve put the hard yards into creating employee personas and mapping the onboarding experience, this is where you get the pay off. Just as marketing teams tailor content to different customer segments, now you can customise your content for different roles, departments, and even individual preferences. 

In addition to the ideas we’ve already discussed you could explore the following:

• Choose-Your-Own-Adventure Onboarding: Allow new hires to select additional modules based on their interests or perceived skill gaps. This gives them a sense of control over their learning journey.

• Adaptive Learning Technologies: Develop an AI-powered onboarding assistant that asks new hires questions about their role, experience, and learning preferences, then generates a customised learning plan with recommended content and activities.

• Individual Goal-Setting: Work with new hires to set personal onboarding goals. Provide content recommendations and learning opportunities based on these objectives, helping them see a clear path to success.

Personalisation isn't just about making the experience more enjoyable – it's about making it more effective. By tailoring the onboarding journey to each individual, you're helping new hires absorb information more efficiently and apply it more effectively to their roles.

It also transforms onboarding from a one-size-fits-all process one that respects each new hire's unique background and potential. That sends a powerful message that your company values individuality and is committed to each employee's success from day one.

4. Multichannel Content Distribution

Marketers reach prospects through multiple channels, and your onboarding content should do the same to effectively engage new hires. A multichannel approach ensures information is accessible and tailored to different learning preferences. This might include:

• Learning Management System (LMS): Use your LMS as the central hub for structured courses and formal training modules. This allows for easy tracking of completion rates and performance.

• Company Intranet: Use your intranet for housing evergreen resources, company updates, and collaborative spaces. This can serve as a 'one-stop-shop' for new hires to find information.

• Email: Email is best placed for time sensitive communications, reminders, and drip-feeding bite-sized content over time. This helps reinforce key messages without overwhelming new hires.

• In-person Sessions: While digital content is crucial, don't underestimate the power of face-to-face interactions. Use in-person sessions for interactive learning, relationship building, and addressing complex topics.

• Collaboration Channels: Use platforms like Slack, Microsoft Teams, or Notion for real-time collaboration, quick queries, and easy access to information. These tools foster community and informal learning, and can help new hires get answers quickly and feel connected to their team from day one.

5. Use Engaging Content Formats

Adapt the engaging content formats used in your external marketing for onboarding purposes. This can help make the learning process more interactive and memorable. For example:

• Interactive E-learning Modules: Transform traditional training materials into interactive, scenario-based learning experiences.

• Microlearning Videos: Create short, focused videos (2-3 minutes) that address specific topics or skills.

• Infographics and Data Visualisations: Use visual content to simplify complex information about company structure, processes, or industry data.

• Gamified Learning: Develop quizzes, challenges, or even a company-wide 'onboarding game' to make learning fun and competitive.

• Virtual Reality Tours: If resources allow, create VR experiences for office tours or to simulate client interactions.

• Podcasts: Develop an internal podcast series covering various aspects of company life and industry insights.

To boost engagement use a mix of formats to cater to different learning styles and preferences. You could also encourage social learning through discussion forums or chat platforms to develop informal networks.

6. Storytelling and Brand Narrative

Your external content builds a compelling brand narrative for clients and prospects. Your onboarding content should do the same for new employees, reinforcing your company culture and values. Here are some ideas on how to achieve that:

• Company Origin Story: Share the founding story of your company in an engaging format to bring the company's history to life. This could be a video interview with the founders, or perhaps an interactive timeline.

• Employee Testimonials: Use real stories from current employees to bring your culture to life. These could be video interviews, written profiles, or even podcast episodes.

• Day-in-the-Life Content: Create a series that showcases different roles within the company. This helps new hires understand how various departments function and interact.

• Client Success Stories: Share case studies of client successes, highlighting how different teams contributed. This gives new hires a sense of the impact their work can have.

• Future Vision: Incorporate content that outlines the company's vision for the future, helping new hires see how they fit into the bigger picture.

• Mentorship Stories: Highlight stories from mentors within the company to demonstrate the support network available to new hires and the company’s commitment to growth.

• Cross-Departmental Insights: Create content that showcases how different teams collaborate on projects, underscoring the importance of interdepartmental cooperation.

• Cultural Moments: Share stories of key cultural events or traditions within the company to help new hires feel connected to your organisation’s unique culture.

Integrating storytelling into your onboarding strategy creates an emotional connection between new hires and your organisation. When you share stories about your company, they don't just learn - they become excited to be part of the team.

This makes onboarding more than just teaching facts. It becomes a way to inspire new team members and make them feel like they belong from the start.

7. Share Expertise and Thought Leadership

Your company's thought leadership shouldn't just be for external audiences. Integrating it into your onboarding process can give new hires a deeper understanding of your industry position and internal expertise. Consider these approaches:

• Executive Insights Series: Create a video or podcast series where C-suite executives share their vision, industry insights, and career advice. This gives new hires a direct connection to leadership thinking.

• Masterclass Sessions: Develop in-depth training modules led by subject matter experts within your organisation. These could cover industry trends, proprietary methodologies, or advanced skills relevant to specific roles, helping new hires feel they're learning from the best..

• Interactive Q&A Sessions: Create opportunities for new hires to engage directly with thought leaders. This could be live sessions or a curated Q&A platform, allowing new employees to ask questions and get insights directly from experts.

• Case Study Deep Dives: Use successful projects as teaching tools. Have project leads break down the strategy, execution, and lessons learned from significant client engagements. This shows new hires the real-world application of your company's expertise.

• Industry Trend Analysis: Repurpose external thought leadership content for an internal audience, adding context on how these trends impact your company specifically. This helps new hires understand your company's position in the broader industry landscape.

• Innovation Showcases: Highlight your company's innovative projects or R&D initiatives to excite new hires about the cutting-edge work they'll be part of. This could include virtual tours of labs or innovation centres, or presentations on upcoming products or services.

• Expertise Exchange Forums: Set up platforms where employees across different levels can share their expertise. This could be through internal blogs, wikis, or discussion boards, fostering a culture of continuous learning.

• Mentorship Programs: Pair new hires with seasoned experts for knowledge transfer. This not only shares expertise but also helps build relationships across the organisation.

The aim is to showcase the depth of expertise within your company and educate on your way of thinking. However, the result is that you reinforce their decision to join and motivate them to contribute to a culture of knowledge and innovation. 

This approach transforms onboarding from a one-way information dump into an engaging, two-way exchange of ideas that sets the foundation for long-term growth and engagement.

8. Encourage User-Generated Content

Your existing employees are a goldmine of authentic, relatable content for your onboarding program. Harnessing this peer-to-peer approach can provide valuable insights and help new hires envision their future in the organisation. Here are a few ideas for how to leverage user-generated content effectively:

• Employee Spotlights: Regularly feature different employees sharing their experiences, career paths, and tips for success within the company.

• "I Wish I'd Known" Series: Invite employees to create short videos or articles sharing advice they wish they'd received when they first joined.

• Skills Sharing Platform: Create a space where employees can offer mini-training sessions on their areas of expertise, from technical skills to soft skills.

• New Hire Journals: Encourage recent hires to document their onboarding journey, providing real-time feedback and insights that can help improve the process.

• Success Story Submissions: Encourage employees to submit their proudest achievements or most challenging projects, providing inspiration and practical examples of success within the company.

Use a mix of curated and spontaneous content to maintain authenticity. Provide clear guidelines and templates to ensure user-generated content aligns with your brand standards, and recognise and reward employees who contribute high-quality content.

User-generated content shows new hires the company through the eyes of their peers. It transforms onboarding from a top-down process into a collaborative, community-driven experience that truly reflects your organisation's ethos.

9. Measurement and Optimisation

Apply the same rigour in measuring onboarding content effectiveness as you do with your external content. A data-driven approach allows you to continually refine and improve your onboarding process.

Key metrics to track might include:

• Completion Rates: Monitor how many new hires complete each piece of content or module. This helps identify which content is most engaging and where drop-offs occur.

• Time to Productivity: Measure how quickly new hires reach expected performance levels. This indicates how effectively your onboarding prepares employees for their roles.

• Employee Satisfaction Scores: Gather feedback on the onboarding experience through surveys. Design for both quantitative data and qualitative insights.

• Knowledge Retention: Use assessments to measure how well new hires retain critical information. This helps identify areas where your content might need reinforcement or clarification.

• Engagement Metrics: Track metrics like video watch time, quiz attempt rates, and resource download numbers. These granular insights can help you understand which content formats are most effective.

• Long-Term Performance: Correlate onboarding engagement with long-term performance and retention rates. This helps demonstrate the ROI of your onboarding program.

• Content Relevance Scores: Have new hires rate the relevance of different content pieces to their roles. This helps you tailor content more effectively.

Create processes for gathering and acting on feedback from new hires and their managers. This could include post-module surveys, 30-60-90 day check-ins, and manager assessments.

Keep your onboarding content fresh and relevant to ensure that new hires are always getting the most up-to-date information. Conduct quarterly or bi-annual content audits to ensure relevance and effectiveness. This includes updating content to reflect changes in company strategy, industry trends, and best practices. You should work across departments to ensure onboarding content stays aligned with current practices and needs across the organisation.

By implementing a robust measurement and optimisation strategy, you transform your onboarding process from a static program into a dynamic, evolving system.

10. Learn from SEO and Discoverability

While you won't be optimising for Google, the principles of SEO can be applied to make your onboarding content easily discoverable within your organisation. New hires should be able to locate the information they need without frustration. If they can't, even the best content won't be effective and your investment will go to waste.

Here's how to apply SEO principles to your onboarding content:

• Clear, Descriptive Titles: Use titles that clearly convey the content of each resource. For example, instead of "Introduction," use "Company History and Values Overview."

• Robust Tagging and Categorisation: Implement a comprehensive content architecture for tagging and categorising content. This could include tags for department, role, skill level, and content type.

• Company Glossary: Develop a searchable glossary of company-specific terms, acronyms, and jargon that links out to relevant resources. This aids in searchability and helps new hires quickly understand internal language.

• Meta Descriptions: Add brief descriptions to each piece of content, summarising what new hires will learn. This helps them quickly determine if the resource is relevant to their needs.

• Internal Linking: Create a network of related content by linking between resources. This helps new hires discover relevant information they might not have known to search for.

• Popular Content Highlights: Feature frequently accessed or highly rated content prominently, similar to how search engines prioritise popular pages.

• Mobile Optimisation: Ensure all onboarding content is easily accessible and readable on mobile devices, allowing new hires to access information on the go.

By applying these SEO-inspired principles, you're not just organising information – you're creating an intuitive, user-friendly knowledge ecosystem.

This approach transforms your onboarding content from a static repository into a dynamic, easily navigable resource. It empowers new hires to take control of their learning journey, finding the information they need when they need it. This self-service model not only enhances the onboarding experience but also sets the foundation for a culture of independent problem-solving and continuous learning.

Invest in Your People for Long-Term Success

Your onboarding process is more than just a first impression—it's the foundation of your firm's future. So make it count.

Remember, in professional services, your people are your product. By applying the same level of strategic thinking to this crucial stage in your relationship with your employees as you do to your client-facing materials, you’re making an investment in your firm's future.

Effective onboarding content shouldn’t just aim to inform. It should engage, inspire, and empower. It should demonstrate your commitment to employee growth and set the stage for a mutually beneficial relationship.

Don't let resource constraints hold you back from transforming your onboarding experience. If your content creation team is stretched thin, consider forming a cross-functional task force or partnering with external specialists who can bring fresh perspectives and expertise to the table. The initial investment will yield substantial returns in employee retention, accelerated productivity, and a more unified company culture.

Take the first step today. Reach out to 1827 Marketing and discover how our content strategists can breathe new life into your onboarding, creating an experience that truly reflects your firm's values and sets your new hires on the path to success.