ABSA

Welcome to a new age of onboarding

Scroll

ABSA IS A TRULY AFRICAN BANK, CELEBRATING THE DOERS AND THE MAKERS OF A CONTINENT THAT BUZZES WITH FIERCE AFRICANACITY.

Project Scope

Culture

Leadership Engagement

Performance Management

Digital

THE PERFORMANCE CHALLENGE

Absa had two tasks. Tackle employee turnover. Build a captivated and committed Absa Africa United. They knew the global stats and were aware of their own new hire challenge. They were at risk for wasting huge upfront investment costs due to people leaving their jobs due to brand misalignment, lack of assimilation into their networks, and poor relationships with managers. Hot on the heels of an ambitious rebrand, Absa had to deliver. They couldn’t sink costs into circumstances that could so easily be changed. They needed to rally true team players, inspired to get things done from day one.

No easy feat. Absa has over 30 000 permanent employees. They recruit up to 800 new hires a month. How does one even begin to reimagine and standardise an onboarding process at scale, across business units, across the African continent, in only six months? 

Absa
Productivity
Absa-retention

The feat: To move new hires into the return zone, better and quicker, to ensure rapid productivity and happier job satisfaction.

Economic Value of an Employee to the Organization over Time © Bersin by Deloitte

THE SOLVE

Africanacity, you say? A certain never-say-die? That’s TPA’s bread and butter. Together with the executive team and Thokozile Lewanika Mpupuni PhD, Absa’s Group Head: Leadership, Learning and Talent, TPA built an integrated onboarding experience. Welcome Me is Absa’s dedicated omnichannel onboarding program, a solution that influences all of the integral initial stages of the professional lifecycle. With TPA’s Journey Managers singularly responsible for activating, holding and propelling the process, providing an objective overview and offering assistance, Welcome Me stitches together a uniquely Absa induction in a way true to the brand promise. It imbues Absa spirit. It integrates an ecosystem of people and place. It is direct and personal, scalable and renewable, infinitely adaptable. Welcome Me is the future of Absa onboarding. The process, driven by savvy, sexy tech, was developed and implemented in 120 days.

ENGINEERED, BRAND-DRIVEN ONBOARDING BOOSTS MORALE, KICK-STARTS PERFORMANCE AND SHEDS LIGHT ON AN EXISTING ECOSYSTEM. IT RESPECTS A SIMPLE PREMISE: VALUE PEOPLE VALUE PEOPLE.

AN ABSA EXPERIENCE

Welcome Me is a deliberate, active set of moments, played out over 90+ days. Digital drives the journey but it is a practical experience, steered by TPA’s dedicated Journey Managers and involving input and collaboration from ExCo, HR, talent, managers and colleagues. The program takes on organisational, technical and social dimensions of onboarding. It ticks hygiene factors. It covers assimilation and culture. By viewing a new person as an integral part of a brand’s ethos, the process builds a sense of confidence and community, enabling productivity without the lag. A robust feedback loop documents critical feedback of all involved, allowing the entire environment and programme to adapt, improve and improvise.

PEOPLE = POTENTIAL

Welcome Me is where the needs of the new joiner and the ambition of the organisation meet. Absa needs to communicate and demonstrate their brand promises of service, tenacity, growth, care and teamwork. They need to invest in their people, so as to boost performance and become an employer and brand of choice. And people need to know where they fit; where they belong in the organisation, the expectations of their contribution, how to lean in. Welcome Me considers both angles, building common expectations and opportunities for growth.

HUMAN-FOCUSED, DATA-DRIVEN

Welcome Me is where the needs of the new joiner and the ambition of the organisation meet. Absa needs to communicate and demonstrate their brand promises of service, tenacity, growth, care and teamwork. They need to invest in their people, so as to boost performance and become an employer and brand of choice. And people need to know where they fit; where they belong in the organisation, the expectations of their contribution, how to lean in. Welcome Me considers both angles, building common expectations and opportunities for growth.

Service & Growth
Tenacity
Care & teamwork

WHY WOULD YOU EVER RUN THE RISK OF A NEW PERSON COMING INTO YOUR ORGANISATION UNCONVINCED AND UNIMPRESSED BY YOUR BRAND PROMISE?

THE IMPACT

Welcome Me is rich with brand-building opportunity. The solve is uncovering data and insights that would otherwise have been left gathering dust. To date, we see soaring engagement levels and a drumbeat of energy on the ground. Honest, human onboarding inspires an organisations’ dedication to their future workforce. Welcome Me inspires Absa to welcome each and every Absa Africa United team member to Absa. Brave. Passionate. Ready.

120

Days to build an integrated solution

97

Percentage of new joiners proud to be part of Absa

100

Percent said they made the right decision to join Absa

81

Percent feel comfortable in their new role

84

Percent are satisfied with the networks they have built through onboarding

….and all within 2 months of joining Absa