Tsunagu Group and FMX Join Forces for Military Recruitment Promotion

Enhanced Military Recruitment Promotion by Tsunagu Group and FMX

The collaboration between Tsunagu Group Holdings and FIELD MANAGEMENT EXPAND (FMX) continues for the second year, with a focus on enhancing the recruitment of Self-Defense Forces personnel. Based in Tokyo, Tsunagu Group is renowned for its recruitment process outsourcing (RPO) and consulting services, while FMX specializes in communication design aimed at promoting the branding of the Self-Defense Forces' recruiting efforts. Together, they have embraced a comprehensive program to drive the recruitment of land, sea, and air Self-Defense personnel successfully.

Success from Previous Strategies

Last year's initiative, centered on the recruitment site titled "WHY? Self-Defense Personnel," aimed to reshape the public's perception of the Self-Defense Forces (SDF) by questioning, “Why consider being a Self-Defense personnel?” This initiative was crafted with the values and perspectives of Generation Z in mind, aiming to resonate strongly with them through diverse communication channels. The strategic focus was not merely on job descriptions; it sought to convey the inherent sense of mission linked to being a Self-Defense personnel, enhancing the appeal of personal connections within this role. By utilizing digital platforms like videos, web content, and social media, the program cultivated a strong sense of personal involvement in the military career.

As a testament to the effectiveness of this structured information design, the number of online applicants surged significantly over the previous year, as did the overall impressions on the recruitment site, proving that engagement with potential candidates has greatly expanded.

Addressing Last Year’s Inquiry with Creative Answers

This year, the promotional campaign is designed to present clear answers to the question posed last year, "Why consider becoming a Self-Defense personnel?" A new creative initiative has already launched, featuring a promotional video titled "The Answer is Here," which focuses on the relatable human aspects of being a Self-Defense personnel, making the role more accessible and engaging.

The promotional video is currently available on various online media platforms, and on July 1, the new recruitment landing page was also launched (https://www.mod.go.jp/gsdf/jieikanbosyu/95jobs/index.html). The content aims to encourage understanding of various job roles and assist in career decisions, distributed across multiple channels. Through these efforts, they aim to make the career choice associated with joining the SDF clearer and more appealing to potential candidates.

Promotional video

Future Aspirations

For this year's promotions, there is a commitment to enhance both the quality and quantity of information dissemination. This involves strengthening ties with 50 local cooperation offices across the nation to ensure a unified messaging across their independently run social media accounts. The objective is to reach as many individuals as possible with their current recruitment campaign themes.

The initiative emphasizes the crucial role of public relations officers, who are often the closest point of contact for candidates. This year, seminars targeting public relations officers will double in number compared to the last year, aiming to alleviate candidate inquiries and worries via these intermediaries. Continuous support for promotional and public relations activities will ensure that the allure of serving as a Self-Defense personnel is communicated effectively, reinforcing its place in society and the value it brings.

About FMX

Company Name: FIELD MANAGEMENT EXPAND
Location: Shibuya, Tokyo, 5-53-67, Cosmos Aoyama B1
Representative: Hiroyuki Yasuda, CEO
Business Focus: FMX delivers creative solutions in TV commercials, video ads, digital solutions, media planning, PR, and event-based creative work. They pride themselves on a strategic mixture of advertising and experiential design to spur client growth effectively.
FMX Website

About Tsunagu Group

Company Name: Tsunagu Group Holdings
Location: Chuo, Tokyo, 7-3-5, Yurakucho Ginza Building, 7th & 8th Floor
Representative: Mitsuhiro Yoneda, CEO
Business Focus: Specializing in recruitment consulting and solutions, Tsunagu Group aims to solve Japan's labor demand gap by 2030, delivering innovative solutions to large enterprises with over 1,000 employees.
Tsunagu Group Website