The Power of Purpose and Vision in Onboarding: Setting Your Team Up for Success

Onboarding is one of the most critical stages in an employee’s journey within an organization. It’s not just about providing the necessary tools and resources to get started, it’s about instilling a sense of purpose and vision from day one. When employees understand the company’s mission, their role in achieving it, and how their contributions fit into the larger picture, they are more likely to feel engaged, motivated, and ready to drive the organization forward.

Starting with Purpose

Every organization needs a clear and simple purpose. Too often, I see leaders create grandiose mission statements that sound impressive but don’t resonate with the team. A purpose should be short, sweet, and easily understood by everyone. One great example is the Alzheimer’s Organization, whose mission is simple: to end Alzheimer’s. It’s clear, direct, and everyone—from the janitor to the CEO—knows exactly what they’re working toward.

In organization, I focus on ensuring that every new hire understands not only the purpose of the company but why that purpose matters to our clients. During onboarding, I explain why I joined the company and share personal stories that highlight how we’ve helped clients solve their problems. This helps build an emotional connection to our work and sets the stage for a deeper understanding of our role in the industry.

Incorporating Personal Success Stories

When onboarding the inside sales team, SDRs, and sales interns, I use stories to highlight the importance of discovery. It’s not enough to push a product, we need to truly understand our clients’ needs. During the discovery process, we listen to their challenges and determine whether we can be the solution they need. If we can’t, we figure that out quickly and move on. By focusing on client relationships and reputation, we not only close deals but also strengthen our long-term position in the market.

For the marketing team, I take a different approach. Creativity and innovation are critical, and one of the best ways to foster this is through examples that challenge conventional thinking. In one of my favorite onboarding workshops, I use the Rainforest Alliance as a case study. Their campaigns are brilliant examples of how purpose-driven content can drive massive impact without always requiring a huge budget. These examples spark creativity and encourage my team to think about how we can continuously innovate while still staying true to our purpose.

Structured Onboarding for Maximum Impact

Whether it’s through boot camps or one-on-one sessions, the structure of onboarding is essential. For larger groups, a boot camp allows new hires to hear the same message and build relationships with their peers. This is especially important in today’s remote work environment, where it’s easy to feel disconnected. Boot camps give employees a sense of community from the start, helping them bond with their teammates while learning the company’s vision and values.

For roles that require more individualized focus, such as in sales and marketing, one-on-one sessions or Learning Management Systems (LMS) modules provide the flexibility to dive deeper into specific skills like pricing or contract negotiations. Regardless of the method, the goal remains the same: make sure new hires understand the purpose of the organization, who we serve, and how our solutions fit into the client’s journey.

Jumpstarting Success

I’ve seen firsthand the difference between effective onboarding and onboarding that misses the mark. In one instance, I onboarded a new sales team with a clear vision of who we are, what we offer, and the tools they needed to succeed. Within a few short weeks, they were not only confident in their roles but actively contributing to the organization. They had the buy-in and motivation necessary to hit the ground running, and now they are leading key programs within the company.

Conversely, I’ve also seen the fallout from poor onboarding. A previous experience with another hire involved a lack of clear direction and engagement. They were given a set of scripts and left on their own to figure out their role. As a result, they spent over a month feeling lost and disengaged, which inevitably led to frustration and lack of buy-in. Without the proper structure and support, they questioned their future at the company, and we missed an opportunity to bring someone fully into the fold.

Continuous Learning and Daily Check-ins

Onboarding doesn’t end after the first few weeks. Continuous learning is critical for keeping employees engaged and ensuring they grow in their roles. I make a point to check in with my inside sales team, SDRs, sales interns, and marketing team regularly. Every day, I ask them how they’re doing, how they feel about their work, and whether they believe they’re making a positive impact. These daily touchpoints help ensure that no one feels like they’re spinning their wheels or getting stuck in a rut.

For the sales team, I like to touch base in the mornings and the evenings. Starting the day with the right mindset is crucial, but so is ending the day on a positive note. If any issues come up, I want to address them before they grow into bigger problems. The last thing you want is for employees to carry frustration or uncertainty into the next day.

The Cost of Getting it Wrong

The cost of poor onboarding is significant. When leaders don’t prioritize onboarding, they risk having to continuously onboard new people rather than effectively leading. There’s a financial cost associated with high turnover, but even more concerning is the opportunity cost. When leaders are stuck in a cycle of onboarding, they miss out on opportunities to drive the business forward and build strong, high-performing teams.

Doing it right the first time, with a focus on purpose and people, ensures employees stay longer, feel more connected to the company, and contribute meaningfully to its success.

Final Thoughts

Onboarding is about more than just setting new hires up with the tools they need. It’s about instilling a sense of purpose, creating alignment with the company’s vision, and fostering a culture of learning and engagement. When employees understand the bigger picture and how they contribute to it, they are more likely to stay, perform at a high level, and help the organization thrive. By taking the time to get it right from the start, you can build a team that not only supports the company’s goals but drives them forward with passion and purpose.

Let me know your thoughts. Have you ever had a bad onboarding experience that led you to seek out other opportunities?

Thank you for reading.

RoBo