A Seamless New Employee Onboarding Experience
Highlights from the article:
- Welcoming Onboarding. The landing page makes new employees and clients feel at ease, clearly communicating the benefits of a merger.
- Recognition + Reassurance. It highlights employee achievements and reassures clients their service will only improve, building trust.
- Strategic + Creative. The page acts as a bridge, making employees feel valued and clients confident about the future.
If you’ve ever been through a company merger, you know it can feel a lot like moving to a new school mid-year. New faces, new rules, and trying to find the lunchroom without getting lost – it can be overwhelming! That’s why it’s so essential to have a sleek and welcoming process for onboarding new employees.
Let me share how I created a landing page for my client Sequoia Financial Group that’s not just about looking pretty (though it totally does) but also makes everyone feel at ease and ready to work.
Sequoia’s Acquisitions
First, let’s talk about Sequoia. You may remember them from a sub-branding how-to article I wrote a while back. They’ve been on a roll as they acquire multiple smaller wealth management firms. With every new acquisition, they’re not just growing – they’re evolving. And I’ve been right there with them, helping to build trust behind the scenes.
I’m blessed to be their part-time creative director, juggling sales decks and one-pagers and making the front-end process of firm acquisition and employee onboarding seamless.
As Sequoia has continued to grow, we found a need for a consistent way to welcome acquired employees and their clients in a way that explained who Sequoia is while alleviating any fears about the merger.
Employee and Client Onboarding
I created a landing page (below) dedicated to onboarding new employees and their clients. The goal was clear: make the transition smooth, informative, and a little bit fun. (This isn’t the actual company they’ve merged with, btw.)
Here’s how I did it (with the strategic help of my friends from CultureCraft) and how you can apply these steps to any business:
- A Warm Welcome
Right at the top of the landing page, there’s a big, friendly ‘Welcome to Sequoia!’ message. Below that, several short bullet points explain why this merger is a fantastic idea. We highlight customer service, access to more resources, and being part of a larger, more dynamic team.
Arguably the most essential aspect of the employee onboarding process, the top of the landing page should emphasize all the benefits of working for your company, organized in a succinct list.
- Kudos to the Team
Next, I include a big shout-out to incoming advisors and employees, spotlighting a few key workers and their recent successes. It’s crucial to highlight this recognition as it tells new employees that hard work is noticed and appreciated, setting a positive tone from the start.
- Customer Assurance
When it comes to acquisitions, it’s key to include client onboarding in your process as well. For Sequoia’s landing page, there’s a clear message that the client’s level of service will not only continue but get even better. It’s important to emphasize that clients will get to continue their relationship with the employee they were working with before to help promote a smooth transition for everyone. This reassures clients they’re in good hands and shows new employees that no one will take the clients they worked hard to acquire.
- The Big Picture
The icing on the cake is a quote from the CEO of the acquiring company explaining what we’re going to accomplish together. Accompany this with a headshot of the CEO to put a face to the name and plan of action, adding a human element that helps build trust and excitement about the future.
New Employee Onboarding Done Right
A practical and detailed landing page is the gateway from the old firm’s website to the acquiring company’s site. It’s designed for employees and customers, ensuring everyone knows they’re part of something inclusive and growing. By blending strategy with creativity, I can make these complex transitions seamless. New employees feel welcome and like integral parts of the team, and customers are reassured that their services will only improve.
Take a leaf out of my book if you’re facing a merger or acquisition. A well-designed, thoughtful landing page can make all the difference in your client and employee onboarding process.
It's hard to market an unfocused brand.
Your business should tell a powerful story to attract loyal customers. Get a brilliant visual framework tailor-made to help you build trust.
