Material and Mynavi Announce Strategic Partnership for Recruitment Marketing in 2025

Material Inc., a Tokyo-based marketing communication company, has officially launched a strategic partnership with Mynavi Corporation, effective from August 7, 2025. This collaboration aims to enhance recruitment activities and bolster communication strategies tailored to the younger demographic, particularly Generation Z. The approach centers on the production of short dramas, which will be disseminated through diverse advertising articles in Mynavi’s media platforms.

The increasing reliance of younger generations on video content for information gathering has established a new paradigm in recruitment marketing. Recent studies illustrate that video media effectively conveys the culture and atmosphere of companies within a concise timeframe. Notably, platforms like TikTok have experienced a surge in utilization among students, with 12.9% using the app for corporate research. This shift indicates a growing trend where video content is becoming pivotal in students' job-seeking endeavors.

Consequently, this partnership is positioned to leverage Mynavi’s media resources - specifically, Mynavi News and Mynavi Gakumado - to enhance outreach to young professionals. With Mynavi's strength in recruitment branding, combined with the viral nature of short dramas on social media, the collaboration is set to create impactful recruitment communications. Companies and brands that feel their appeal is underrepresented will receive innovative support, emphasizing video as a core component of their recruitment strategy.

Overview of the Collaboration

The collaboration includes several key initiatives:
1. Production of Short Dramas: This involves the conceptualization, casting, and advertisement operations focused on creating engaging video content.
2. Content Integration: Articles that correlate with the themes of the short dramas will be produced and published, further solidifying the narratives conveyed through these videos.

Partner Media

Mynavi News

Mynavi News serves as a comprehensive news platform targeting working professionals. It covers a spectrum of topics from career development and qualifications to lifestyle enhancements. The site has garnered significant attention, boasting approximately 105 million monthly page views as of April 2025. You can explore more at Mynavi News.

Mynavi Gakumado

Focusing on students, Mynavi Gakumado is a web media platform designed to inspire young individuals. Its mission is encapsulated in the phrase, “A Step Forward Changes the World,” encouraging students to embrace opportunities through engaging content. This platform also receives around 6.41 million monthly page views, reflecting its popularity among the youth. Visit Mynavi Gakumado for further insights.

About Mynavi

Founded in 1973, Mynavi Corporation is committed to fostering individual possibilities and creating a future-oriented world. The company provides various services that support people’s careers, including staffing solutions and news media dedicated to lifestyle information.

About Material

Material Inc., established in 2005, excels in corporate and marketing communications through storytelling. The firm offers a comprehensive suite of services encompassing branding, promotional strategies, content planning, creative production, PR execution, crisis management, public affairs, lobbying, and digital marketing.

Material Group

The Material Group specializes in comprehensive business communication support, striving to solve client challenges and enhance relationships with the community. Their vision, “Switch to Red,” motivates individuals and brands to ignite their unique passions, maximizing their potential. Each subsidiary within the group brings specialized expertise to create effective communication strategies that correlate to positive stakeholder relationships.

This partnership between Material and Mynavi exemplifies a forward-thinking approach, integrating innovative media strategies to effectively engage the next generation of talent. Through compelling storytelling and substantial media reach, both companies aim to redefine recruitment efforts in today’s digital landscape.