Case Study - Developing a marketing onboarding curriculum

Our client's situation

There was no centralized approach to providing marketing onboarding for new joiners. Line managers were left to try and find content and resources for their new team members, and the content often consisted of lengthy slide decks that overwhelmed learners with unnecessarily detailed information.

The learning need

There was a need to provide all new members of the marketing team with a consistent and easily accessible onboarding curriculum. This curriculum needed to focus on what was essential to know in the first few months in-role, so as not to overwhelm learners, whilst clearly signposting where to go for more information when they were ready for it.

Our approach

Our marketing capability experts:

Reviewed existing onboarding content
Defined the new onboarding curriculum based on discussions with key stakeholders
Designed 12 modules (iPDFs) based on existing source content and other client company sources
Created an onboarding checklist

Our solution

The 12 modules were short, bite-size pieces and followed a consistent format, focusing on what was important for new marketers to know:

Introduction to the topic (what it was)
Why it is important to marketing
How marketing engage with it
Where to go for further information and support

The outcome

The positive reception and uptake within our client’s US business resulted in our marketing capability development team developing similar marketing onboarding curricula for global marketing and the US marketing function from another division within the group.