#Japan #Yamagata #Yamagata Taxi #Tansai Bozu #Cherry Cab

Introduction

In a region plagued by a severe labor shortage, the challenge of recruitment has become daunting, particularly in the taxi and transportation sector. The case of Tansai Bozu, a creative marketing firm, and Obanazawa Taxi, based in Yamagata, showcases how innovative video marketing can breathe new life into traditional industries. This collaborative effort resulted in the successful hiring of 22 drivers out of 43 applicants for the newly opened Cherry Cab in Higashine City.

The Recruitment Crisis

The issue of underemployment and an aging population has led to a critical shortage of drivers in Japan's local transportation networks. Towns in Yamagata, like many other rural areas, face what is termed a 'transportation collapse'—vehicles that cannot operate due to insufficient drivers. The challenge was particularly acute for Obanazawa Taxi, which struggled to fill positions at its new Cherry Cab branch. Traditional recruitment methods, including job postings at public employment offices and printed ads, struggled to reach younger generations, primarily those in their 20s to 40s. The industry's outdated image—perceived as 'stuffy, inflexible, and low-paying'—was a significant recruitment barrier.

An Innovative Solution

Recognizing the need to break through these barriers, Tansai Bozu formulated a project aimed at transforming the industry's image. Their creative approach involved the production of a series of light-hearted videos featuring the company's president himself, donning a cardboard taxi costume and running around the community. This playful concept, while appearing whimsical, was carefully designed to convey a welcoming and innovative workplace's spirit without overtly stating it.

Video Contents

1. Breaking Stereotypes: By 'goofing off', the videos aimed to disrupt the conventional narrative surrounding taxi drivers. Eight short clips were released on platforms like YouTube and Instagram.
2. Targeting New Demographics: The videos reached audiences who may not have previously considered a career in the taxi industry, including former restaurant employees and those contemplating a return to their home areas.

The Impressive Results

The initial outcome of this pioneering recruitment campaign was overwhelming; within just two months, Obanazawa Taxi received 43 applications and successfully hired 22 new drivers. These hires predominantly consisted of young, inexperienced individuals and those transitioning from other sectors.

Voices from the Newly Hired

• - A former Starbucks employee in his 20s remarked, “Seeing the video on social media drew me in. The president's youthful energy and the company's vibrant atmosphere convinced me this was a unique opportunity to promote Yamagata.”
• - A recent returnee expressed, “I didn't know there was such a fun company in my hometown. This changed my perception of being a taxi driver!”

Looking Ahead

This innovative recruitment strategy has positioned Cherry Cab to operate under full capacity with a dedicated team. More than just a success story for one company, it stands as a testament to how, with the right approach, even hard-to-fill positions in less popular sectors can attract young talent. Tansai Bozu aims to continue leveraging creative strategies like this to support regional businesses in overcoming labor shortages.

Final Thoughts

Comments from company representatives highlight the impact of innovative thinking. Tansai Bozu's president, Daiichi Hayashi, emphasizes that the root of recruitment issues lies not in a lack of candidates but in the failure to communicate a company's appeal effectively. The combination of an age-old industry like taxis with modern social media marketing has proven successful in breaking down recruitment barriers.

Company Spotlight

Tansai Bozu is a creative firm specializing in recruitment marketing and public relations, adept at using innovative video content and digital strategies to enhance companies' appeal in labor markets.
Obanazawa Taxi, based in Yamagata, has served the local community for over 50 years and is committed to improving regional transport infrastructure amidst demographic challenges.

This collaboration not only addresses immediate hiring needs but also serves as a blueprint for other local businesses facing similar experiences.