#Japan #Gen Z #Tokyo #Recruitment #Mercury

The Shift in Job Seeking Habits of Gen Z in Japan

A recent survey conducted by Mercury Inc., a human resource service company based in Shinjuku, Tokyo, sheds light on the evolving habits of Generation Z when it comes to job hunting. The survey specifically targets new recruits who will start in April 2025, revealing a noteworthy rise in their use of social media platforms for career-related exploration.

Survey Overview

The study analyzed two groups of respondents: those who secured job offers for the fiscal year 2025, comprising 555 individuals, and those for 2024, totaling 540 participants. The data collection for the 2025 group spanned from February 28 to March 18, 2025, while the previous group's data was gathered from December 22, 2023, to January 5, 2024.

Key Findings

The findings indicate a substantial increase in the utilization of social media platforms, particularly Instagram and TikTok, for job-related inquiries.

Increased Usage of Instagram and TikTok

The survey results show that the percentage of students who identified Instagram as their primary source of information rose by 5.4 percentage points to 28.5%, while TikTok experienced a remarkable increase of 6.4 points to 10.8%. In contrast, YouTube saw a decline of 7.5 points, suggesting that Gen Z is drifting towards shorter, visually-focused social media platforms to gather information on potential employers. This trend highlights their pursuit of engaging and entertaining content that aligns with their information processing preferences.

A Focus on Company Culture

Among the information gathered from various social media channels, insights into “corporate culture” showed the most significant year-on-year increase of 7.0 points, reaching 62.7%. This statistic indicates a growing interest among job seekers in understanding the everyday atmosphere and interpersonal dynamics within a company—details that traditional company presentations might fail to convey. By turning to social media, these students are seeking a real glimpse into the workplace environment that greatly influences their employment decisions.

Interest in Recruitment Incentives

The survey also revealed that attractive recruitment incentives remain crucial to prospective employees. Features like “casual interviews” and “guaranteed interviews” are highly regarded, alongside a rising interest in “early selection” processes, which grew by 2.5 points from the previous year. This trend is indicative of a broader desire among students to accelerate their job-seeking process, influenced by the increasing value they place on time efficiency.

Mercury's Engagement Strategies

In light of these findings, Mercury Inc. has taken proactive measures to connect with potential recruits. The company maintains a vibrant presence on Instagram, posting three times a week to share insights into their company culture and employee experiences. This strategy aims to cultivate closer relationships with students and facilitate a more open recruitment process. The company is committed to enhancing informed decision-making for job seekers by providing transparent and engaging content.

Company Information

Founded in November 2006, Mercury Inc. has established itself as a leader in promoting a collaborative workforce through various channels such as sales promotion, education, and entertainment, flagship services that empower diverse talent in Japan. With more than 5,000 employees and a capital of 500 million yen, Mercury aims to connect society and individuals, fostering a brighter future for all.

In summary, as Gen Z navigates their job-hunting journeys, there is a clear shift towards utilizing social media for gathering insights about potential employers, emphasizing the need for companies to adapt their recruitment strategies to meet this new generation's expectations and preferences.