The Rise of Female Leadership at Awares: A Case Study on TUNAG Implementation

In recent years, the corporate landscape has seen a transformational shift towards inclusivity, particularly in leadership roles. A notable case study is that of Awares Co., Ltd., the company behind the Adventure World theme park in Wakayama Prefecture, Japan. Through the implementation of TUNAG, a platform designed to enhance internal communication and employee engagement, Awares has successfully increased the number of female leaders in the company by an astounding 8.5 times over six years.

Background: The Need for Change

Founded in 1977, Awares operates in a challenging environment where many of its employees are from outside the region, which can complicate work-life balance, especially for women. Many female employees faced challenges in juggling their careers with childcare responsibilities, often feeling torn and opting to resign despite their fondness for the company. Recognizing this critical issue, Awares established an in-house nursery, 'Kiraboshi', in 2018 to support their employees and promote a work environment conducive to happiness and productivity.

Establishing the Nursery

The decision to open the nursery was motivated by the belief that to create smiles for guests, the company first needed to foster smiles among its employees. A project team was formed to address concerns about attracting users to the new facility. Through attentive listening sessions with employees, Awares tailored the nursery to meet their specific needs, integrating programs that took advantage of the park's natural beauty and animal interactions. Furthermore, the company made it a point to communicate that the nursery was not a mandatory choice but rather an additional option designed to support working parents, alleviating pressures on employees.

In addition to establishing the nursery, Awares introduced flexible work systems, such as a 'Childcare Assist System' that allowed parents to shorten their working hours by ten-minute increments, and a smartphone app facilitating communication between parents and nursery staff. These measures significantly enhanced the working environment for parents at Awares.

Implementing TUNAG: A Strategic Choice

Initially, Awares considered developing its own internal management tools. However, with the onset of the COVID-19 pandemic, the company shifted focus to building resilience within the organization. This led to the decision to implement TUNAG, which allowed for the consolidation of various communication tools under one platform, enhancing workflow and internal communications. The ability to reallocate functions previously managed through disparate systems meant a smoother transition and improved access to resources for all employees, fostering a sense of community.

Outcomes and Increased Engagement

The integration of TUNAG profoundly changed the way Awares operated. Employees across different departments began to see and understand each other’s contributions, fostering collaboration. Nursery staff and animal caretakers could now easily share their activities, enhancing cross-departmental interactions. For example, nursery staff could research and plan trips within the park based on insights from other departments, and in turn, share their own updates and achievements back through the platform.

As a testament to the positive impact of these initiatives, Awares has seen its female leaders grow from 2 at the time of the nursery's inception to 17 in 2022, representing an 8.5-fold increase. Not only has this change reflected an increased awareness of the importance of diverse representation in leadership, but it has also created an environment where individuals from various backgrounds—including those with disabilities, foreign nationals, and members of the LGBTQ+ community—can thrive.

Furthermore, TUNAG enabled Awares to maintain connections with employees on maternity or parental leave. With customizable access rights, the company could share relevant information without overwhelming these employees, fostering inclusion and reducing isolation during their time away from work.

About Awares and TUNAG

Awares aims to be a 'Smile Company,' offering educational entertainment through its theme park. Its vision incorporates an engaging learning experience that combines fun with education. TUNAG, developed by Stamen, supports over 1,000 companies and more than a million users, aiming to boost organizational efficiency, employee retention, and engagement across the corporate landscape.

Through its innovative approach to employee care and engagement, Awares stands as a powerful example of how thoughtful initiatives can elevate a company's culture and ultimately drive organizational success. For more details, please visit TUNAG's official site and read Awares' full case study here.