Merseyside brand marketing specialist Wild Thang identifies ‘onboarding – helping organisations welcome new people – as a key growth area as it celebrates 29 years in business. Tony McDonough reports
When someone starts a new job, or a course at college or university, they will inevitably be asked “so how did your first day go?”.
First impressions matter and when a company, organisation or training provider is welcoming someone through the door for the first time, that initial experience can create either a very positive, or a very negative vibe, that can stay with people for a long time.
And according to Andrew Dwerryhouse, founder and managing director of Liverpool city region creative branded clothing, merchandise and print marketing specialist Wild Thang, so-called ‘onboarding’ can play a critical role in setting the tone for new starters to thrive… or quickly becoming disillusioned.
“Onboarding is much more than just a logistical task,” said Andrew, who launched the Bootle-based business with a Prince’s Trust grant in March 1996. “It’s an opportunity to introduce new participants to your brand’s culture, values, and commitment to sustainability.
“Whether it’s students, new employees, or event participants, organisations should view onboarding as a chance to excite, engage and set the stage for success. However, it’s often one of the most challenging processes to execute smoothly.
“One of the most common issues is ensuring that everyone receives a cohesive, engaging experience. Without this consistency, onboarding becomes a missed opportunity to foster excitement and a sense of belonging.
“For businesses, a poor onboarding experience can lead to disengagement, decreased morale, and even early staff turnover. For educational institutions, such as universities or academies, inconsistent onboarding can affect student satisfaction and their connection to the institution.”
Wild Thang provides branded materials to multiple blue-chip clients including McDonald’s, Paddy Power and retail giant B&M. In the past couple of years the firm has expanded internationally opening bases in the Republic of Ireland and New Jersey in the US.
And Andrew tells LBN that, since the pandemic, providing onboarding packs and branded materials for clients has become a key growth area for the firm.
He explained: “During and since COVID the jobs market has shifted dramatically with potential employees expecting much more than just a desk and a salary. People want to work for, or study at, an organisation that values them as people, that offers a positive nurturing environment.
“So that first impression has never been more important. So when friends and family ask ‘how did your first day go?’ you want them to reply ‘it was brilliant – they really showed they want me to be part of the team’.”
Among the clients Wild Thang has provided welcome packs for Liverpool Football Club. Another was Liverpool Media Academy (LMA) who wanted materials that not only enhanced LMA’s brand identity but also fostered a strong sense of community.
“With careful attention to fulfilment, timely delivery, and environmental impact, the onboarding process became an opportunity to make students feel valued and connected, ultimately strengthening their relationship with the academy from day one.
“From branded box sets, individually personalised sports bottles and branded lanyards to custom hoodies and direct message cards, every detail was designed to create excitement and strengthen the LMA community.”
Andrew believes Wild Thang has lasted 29 years because it doesn’t stand still and invests in both assets, people and new ideas. During the pandemic it continued with a £2m investment in its factory.
He and his now 50+ team have now placed ESG central to their culture and are committed to making sure it is one of the most environmentally sustainable businesses in the UK.
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This was recognised at the Liverpool Chamber Innovation Awards, when they were named sustainable business of the year for 2024 and will be further reaffirmed when they officially become a B-Corp over the coming months.
“We’ve been on an incredible journey, growing from a micro start-up with a big dream into one of the UK’s leading creative branded clothing, merchandise, and print companies,” he said.
“This milestone is more than just another year, it’s a celebration of nearly three decades of dedication, innovation, always aiming to be that genuinely trusted supply partner delivering one world-class branding solution for businesses of all sizes locally and globally.”