A new job is exciting. And the onboarding phase is the key to a successful start. Not only with regard to the specific tasks, but above all with regard to identification with the company, its brand identity and its brand values.

Welcome to the team.

How to optimally integrate new employees

A new job in an international B2B company is an exciting opportunity to advance your career and work in a global environment. But every entry also comes with challenges. This is where successful onboarding comes in.

Why is onboarding so important?

Onboarding is a structured process that welcomes new employees and introduces them to their new role. For us in consulting and as a B2B branding agency, this process goes far beyond simply filling out paperwork. A good onboarding program communicates the company identity, positioning, values and culture, makes statements about goals and articulates expectations for the new employee. It’s an opportunity to build relationships, network with the team and get the right resources to be successful. As a branding agency, it is important for us to bring brand, branding and employer branding together in communication and interaction in such a way that new employees quickly become enthusiastic brand ambassadors. As a B2B agency, we focus on these topics during onboarding:

  • Cultural empathy: In international B2B companies, people from different countries and with different cultural backgrounds often work together. Effective onboarding takes cultural differences into account and promotes an inclusive corporate culture. New employees should feel welcome and accepted so that they can settle in quickly and work productively. This includes a package of measures that promotes this exchange.
  • Clear objectives: Well-planned onboarding gives new employees clear objectives and expectations of their role in the company. This allows them to focus on their tasks from the outset and quickly make a contribution to the company’s success.
  • Personal support: Personal support during the onboarding process is extremely valuable. A mentor or contact person is there to support the new employee, answer questions and help them find their way around the company. This support makes it easier to settle in and promotes trust in the new team. Ideally, this person is also a brand ambassador and can convey identity and values.
  • Networking: Collaboration across different locations and time zones is of great importance in international B2B companies. Successful onboarding promotes the development of relationships with colleagues so that new employees can build an international network and work effectively with others. Live events and digital formats are needed to promote this togetherness.
  • Training and further education: Continuous employee development is critical to keep pace with the ever-changing demands of the global business environment. A good onboarding program provides access to specific training and development opportunities to further develop individual skills. From our experience as a branding agency, the topics of brand positioning, identity and values must be integrated here.
  • Long-term integration: Successful onboarding does not end after the first few weeks at the company. It is a continuous process that ensures that new employees are integrated into the company in the long term and can continue to develop. From our branding point of view, in addition to technical issues, brand issues also need to be integrated time and again.


Well-planned and executed onboarding is a critical success factor for international B2B companies. It strengthens employer branding and recruiting, promotes employee retention and ensures that new employees can quickly become productive and engaged. By emphasising effective onboarding, companies can attract the best talent and build long-term relationships that contribute to the company’s success.


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