In recent years, the onboarding process within companies has become a strategic issue. Recruiters are competing to find the most innovative ways to attract and retain their employees.
“Fantastic,” “super nice,” “nothing but good memories.” Fanny Schlosser speaks of her first days working at the consulting firm One RH with an enthusiasm one would expect to be reserved for a family vacation or a weekend with friends. But what exactly happened when she arrived in her new open-plan office?
“Right away, I found a box on my desk decorated with little welcome notes,” recounts this 25-year-old HR consultant. “Inside, there was my work phone, but also candy, fruit juice… It was like a gift! Plus, my colleagues had prepared a game to help me get to know them. They had listed anecdotes about themselves, such as ‘I’m a tattoo enthusiast’ or ‘I was surprised by an alligator in my garden when I was an au pair in Australia.’ I had to subtly ‘investigate’ to match each person with the phrase that applied to them. It was incredibly enriching and helped create team cohesion quickly. When you start at a new company, you’re always a little stressed. After all that, I was all smiles and couldn’t wait to come back!”
More demanding employees
This warm welcome experienced by Fanny is far from an isolated case. For several years now, the integration of new employees – known as "onboarding" in HR jargon – has become a strategic issue for companies. In a context of a war for talent and a new relationship with work (driven, in particular, by younger generations), employers must stand out to attract – and retain – talent. Because employee expectations and demands have risen. The figures are enough to give recruiters cold sweats: according to a survey conducted in 2019 by Cadremploi33% of managers report having already resigned following a poor integration…
"The is a decisive moment in a newcomer's perception of their company, confirms Séverine Loureiro, speaker and author of The small onboarding toolbox (Dunod)Today, employees are no longer simply looking for a job based on an exchange of skills for a salary: they want to join a team where they can thrive. Given an equivalent position, a candidate will choose the organization that offers them the most interesting and satisfying daily experience. And it is precisely during this onboarding phase that they will test the promises made to them during the recruitment process.
Impact on brand image
Companies therefore have every interest in not missing this opportunity, both to avoid premature departures – which will inevitably cost them dearly – and to improve their image. “Generally, people talk about their company to their network when they join or leave it,” notes Alexandre Grenier, co-founder of Workelo, a startup that offers employee engagement solutions. "Turnkey and personalized. Working on these moments therefore has a real impact on the brand."
But then, what is a Success? First, it must begin well before the official start of the contract. "Preboarding," that is, the period between accepting the job offer and the employee's arrival, is indeed essential to avoid losing future recruits. An investigation by the recruitment firm Robert Walters It has also been revealed that 14% of companies have already been stood up on the first day…
“In France, when you move from one company to another, there’s often a three-month notice period, and employees can have a lot of questions during that time,” emphasizes Alexandre Grenier. “Supporting them, giving them a clear vision of what to expect—while finalizing the administrative procedures and providing them with information about the company—helps reassure them and show them they’ve made the right choice.” An invitation to an event, a welcome message from the CEO, or sending out a photo directory of future colleagues: anything goes to build connections and facilitate the new employee’s arrival.
"Wow effect"
Then, on the day itself, it's best to make sure that the basic reception conditions are met – like picking up a faulty badge or arriving in a deserted open-plan office because the whole team is in teleworking It's not exactly appealing. To make a difference, many companies assign a buddy (or mentor) who will act as a point of contact and can answer the new employee's questions. Offering a welcome kit containing goodies (mug, water bottle, USB drive, etc.) is also an increasingly common practice.
But some employers go further in their recruitment efforts and seek the "wow factor," explains Séverine Loureiro. "This often involves fun activities, like quizzes or escape games, but there are also things that stand out," says the expert, who is also head of employee experience at a banking group. "I remember a start-up that, on the first day, sent a driver to the new employee's home!"
New technologies are also highly valued for making the Memorable. L'Oréal, for example, developed a custom app called Fit, designed to guide employees during their first days with the group and help them understand its unspoken rules. "A company approached us to develop an onboarding program using QR codes," explains Alexandre Grenier. "The idea was to allow employees to discover the different departments in an original way, by scanning codes scattered throughout the premises." Accenture, for its part, goes so far as to "onboard" its new arrivals in… the metaverse.
A system that benefits everyone
At Doctolib, the focus is on real-world experience, but the objective remains the same: "To create memories," says HR Director Matthieu Birach. Thus, all new employees—between 60 and 80 join the company each month—start with an intensive, group-based week of "Boot Camp." "We try to give them all the tools they need to immerse themselves in our culture, our values, our history," explains Birach. "Our founder spends two hours with them. They also have the opportunity to talk with a healthcare professional (doctor, psychologist, physiotherapist, etc.) about their work. We also introduce them to our products and internal tools."
Next, sessions are organized for each department (customer service, sales, human resources, etc.) over several weeks to allow new employees to develop their skills. Finally, the "Doctolibers" are offered customized training courses. "We are often told that we go all out on the..." “But I take it as a compliment!” exclaims Matthieu Birach. “It’s our favorite program – in fact, it’s been around since the company was founded, and we regularly update it. Our goal is both to offer a memorable human experience and to put people in a learning mindset.”
“Some employers are sometimes reluctant to…” “They claim they’re not there to ‘coddle’ their new recruits,” says Séverine Loureiro. “But thinking like that is a very narrow-minded view! Having employees who feel good is positive in terms of social responsibility. And the more relaxed and confident they are when they start their jobs, the more efficient and productive they will be. It’s a system that benefits everyone.”
With kind permission from the newspaper Le Point
Our thanks to Natacha Czerwinski