#Japan #labor shortage #Coconala #Shibuya, Tokyo #External Talent

The Rise of Strategic External Talent Utilization in 2025

As we navigate the increasingly challenging landscape of talent acquisition, the necessity for businesses to harness external human resources has never been more urgent.

Background
According to a recent report by Coconala Corp., the largest skill marketplace in Japan, the rising trend in the strategic use of external talent is vital for companies amid an escalating labor shortage, especially in light of the anticipated record number of bankruptcies due to the deficit of skilled laborers in 2025. The report highlights the everyday realities and trends of utilizing external talent as companies aim to stay agile in this evolving market.

Research Findings
The number of registered accounts on Coconala’s skill marketplace has surpassed 620,000, indicating growing adoption from startups to major corporations. Notably, around 40% of publicly-traded companies on the Tokyo Stock Exchange are utilizing external talent on a repeat basis, suggesting that this practice is becoming a regular strategy rather than a temporary fix.

In terms of trends, companies are transitioning their use of AI from simply learning how to utilize these technologies to incorporating them into practical applications. The shift from using tools like ChatGPT for basic tasks to more substantial contributions such as application development and the creation of business tools illustrates this evolution.

Furthermore, search keywords on the platform indicate a significant surge in interest for social media management, which saw a staggering increase of 145%. Alongside this, searches related to subsidies and sales outsourcing have also expanded, reflective of the diverse needs businesses are experiencing as they seek to bolster their operational capabilities.

Exploring Business Models
Coconala's skill marketplace encompasses a range of services from creative pursuits, such as design and video production, to business and marketing support. This comprehensive platform allows users to search, purchase, and receive services entirely online, providing extraordinary flexibility in how work gets accomplished. The marketplace serves as a point for businesses to request specific tasks like logo design or video creation without the constraints of time and location.

Conversely, the agent services leverage a database of more than 1.3 million registered skill providers, matching enterprises with the appropriate professionals to meet their project needs. Coconala's agent branches—Coconala Tech for specialized IT talents, and Coconala Assist for online support roles—exemplify dynamic staffing strategies in response to evolving business demands.

Key Trends in External Talent Utilization
1. Expansion of External Talent Usage: Emphasizing the increasing reliance on external resources, more businesses report success with this strategic approach, indicating a strong demand for flexibility and adaptability in operations.
2. Popular Services in Demand: Social media operations and video production are leading categories. Firms are increasingly enlisting specialized personnel to manage challenging communication landscapes where expertise and fast adaptation are crucial.
3. Growth in AI Implementations: Companies are shifting from merely exploring AI use to implementing it in practical applications, with demand for developing unique systems and automating workflows significantly rising.
4. Emerging Patterns in Search Queries: The marked increase in searches for Instagram management showcases a shift in strategy, wherein companies are transitioning from internal management to consulting with experts who can provide tailored operational support.
5. Rapid Growth in Agent Services: The new agent services have rapidly gained traction, amassing over 550 corporate clients, demonstrating a robust growth rate exceeding 50% year-on-year.
6. Diverse Clientele: Approximately 70% of companies engaging agent services are small enterprises, indicating a strategic shift from expensive fixed hires to flexible external solutions.
7. Web Marketing Surge: Notable growth in web marketing, reported at a staggering 654%, underlines the role of external professionals in supporting organizational core functions.

In conclusion, the data illustrates a significant and strategic embrace of external talent by businesses navigating a labor-conscious landscape. As companies increasingly rely on specialized skills from outside the organization, they not only streamline operations but also drive growth in critical strategic areas, including AI and digital marketing.

Future Considerations
As Japan faces continuing labor shortages, emphasizing the distribution of specialized knowledge across industries might be a crucial strategy for enhancing overall productivity and sustaining economic health. Coconala aims to lead the market by expanding service categories and capabilities, solidifying its role as a key infrastructure for Japan's economy.

Summary of the Survey

• - Survey Duration: Conducted by Coconala Corp.
• - Relevant Services: Coconala Skill Marketplace, Coconala Tech, Coconala Assist, Coconala Consulting, Coconala Pro, Coconala BPO.
• - Target Audience: Corporate accounts registered as business entities.
• - Data Collection: April 1, 2025 - February 28, 2026.

For more information, visit Coconala Corp.