#Japan #Tokyo #Branding #Recruiting #Imajina

Insights from Imajina at the Tokyo Seminar on Hiring Branding

On September 24, 2025, Imajina Inc., led by President Yoshiki Sekino, made waves at the "Recruiting Branding Implementation Seminar" organized by the Tokyo Small and Medium Enterprise Investment Development Corporation. The seminar attracted significant attention as Sekino presented profound insights aimed at solving critical issues within Japan's increasingly difficult hiring landscape.

Addressing the Challenges in Japan’s Hiring Market

One of the main themes during the seminar was the shift in perspective regarding recruitment; it’s not merely a task for the HR department but a comprehensive company initiative. Participants explored the pressing issues of Japan’s declining population and stagnant wage growth, factors that make recruiting talent a challenging endeavor. The critical solution presented revolves around not just acquiring talent but nurturing and retaining them — a necessity for the sustainable growth of a company.

Sekino spotlighted the rising 'attrition costs' that many SMEs face. Companies often view employee expenses solely as a financial burden, leading to approaches that inadvertently escalate turnover rates. Drawing on research from the Society for Human Resource Management (SHRM), it was noted that losing an employee could incur costs exceeding ten times their annual salary, exemplifying the potential financial repercussions of high turnover.

In this context, Sekino articulated that the genuine challenge for leaders is not merely to increase the quantity of hires but to focus on their development and integration within the company. Notably, he pointed out that after the initial training, organizations, predominantly in Japan, often reduce investment in employee education and feedback. This lack of guidance contributes to a situation where employees are left uncertain about their responsibilities, eventually leading to diminished engagement by their thirties.

The Role of Inner Branding in Revitalizing Organizations

To navigate these complex challenges, Sekino proposed a branding method centered on people, backed by over 3,000 successful implementations. He positioned branding as an investment in the future, emphasizing the dual importance of 'Inner Branding' — embedding the company’s philosophy and culture within the organization — and 'Outer Branding,' which communicates the company’s appeal to the external audience.

He introduced the fundamental concept of pursuing an "ideal self" among employees, where each individual has a clear, relatable vision of their contributions and roles. This clarity can significantly reduce decision-making time, resulting in consistent behaviors and choices. Consequently, employees can transition from passive stances to active contributors, fostering growth both individually and organizationally.

Sekino’s emphasis on moving beyond merely creating company missions to actively integrating these principles into evaluations resonated intensely with attendees. He outlined five key points for employees to depict their ideal selves: understanding one’s strengths, creating synergies, working backward from goals, prioritizing truly important tasks, and fostering a sense of agency.

About Imajina Inc.

Imajina Inc., founded by President Yoshiki Sekino in 2006, aims to bolster the growth of Japanese enterprises through effective employee education and branding initiatives. The company has partnered with over 3,000 organizations, cementing its role as a leader in personnel development and corporate philosophy implementation.

Sekino's international experiences, starting with studying in the United States at age 15 and working in Italy, culminating in his entrepreneurial ventures in New York, have equipped him with unique insights. He employs principles from organizational psychology and behavioral economics in his branding strategies, enhancing foundational branding for companies.

Company Overview

• - Company Name: Imajina Inc.
• - Location: 3-5-2 Kojimachi, Chiyoda-ku, Tokyo 102-0083
• - Established: June 2006
• - President: Yoshiki Sekino
• - Business Segments: Corporate branding services, consulting, corporate training
• - Website: Imajina

Contact Information

Imajina Inc.
Contact: Minami Aoe
Tel: 03-3511-5525
Fax: 03-3511-8228
Email: [email protected]