<aside> 💜

From multi-buddy systems to tackling information overload, this case study explores how Buffer created an onboarding experience that sets a new standard for welcoming new teammates.

</aside>

Buffer—a fully remote company in the social media management industry—has always been known for pushing boundaries.

With a globally distributed team of around 85 people across multiple continents, Buffer is all about openness and collaboration. From transparent salaries to openly shared financials, they have always prioritized a people-first mentality in every single process.

As Buffer continued to grow, their onboarding process needed to evolve to match its increasing scale while maintaining the core of its cultural DNA. This meant transforming the onboarding experience into something that wasn’t just about tasks, but about making meaningful connections and ensuring new hires felt truly part of the Buffer family from the start.

The 3 central pieces of Buffer's onboarding process

Initially, Buffer used a typical checklist approach for onboarding, focusing on completing tasks rather than building connections. However, they found that this method lacked the warmth and cultural integration they valued as a company. As a result, they shifted to an experience that made new hires feel part of the team from day one—actually, even before day one.

Pre-Onboarding Phase: The process began with a pre-onboarding phase that started as soon as a new hire accepted their offer. This phase was all about making new hires feel prepared and welcomed before their official start date.

New hires received personalized messages from their future teammates, an onboarding email series that introduced them to Buffer’s values and culture, and access to important company documents. They also received a "pre-onboarding buddy"—a mentor who was available to answer questions, provide guidance, and make them feel comfortable.

This phase helped reduce the anxiety that often comes with starting a new job and gave new hires a sense of belonging from the get-go.

Buddy System: Once a new member officially joined the team, buffer implemented a multi-buddy system to support new hires throughout their onboarding journey. Each new hire was assigned three different buddies:

1. Onboarding Buddy: This person helped the new hire navigate the general onboarding process, answered questions about the company, and provided support during the initial weeks.
2. Role Buddy: This buddy provided role-specific guidance and was there to help the new hire understand their daily responsibilities and expectations.
3. Culture Buddy: The culture buddy focused on helping new hires understand and integrate into Buffer's unique company culture. They provided insights into company values, and norms, and helped the new hire feel a sense of belonging.

This intentional buddy system ensured that new hires received well-rounded support, addressing both their professional needs and cultural integration.

Overcoming Information Overload: One of the challenges Buffer identified during onboarding was the potential for information overload. New hires were bombarded with details, processes, and new tools, which could be overwhelming.

To combat this, Buffer broke down the onboarding content into smaller, more manageable pieces. They implemented a staggered approach, providing only the most essential information upfront and gradually introducing more complex topics over time. This method allowed new hires to digest information at their own pace without feeling overwhelmed.