Creating Unforgettable Connections: GEKI's New Recruitment Branding Services and Campaign Launch

In today's competitive job market, merely having a recruitment site is not enough. Companies must connect with potential candidates beyond traditional methods. GEKI, a Tokyo-based company, has recognized this need and launched a new recruitment branding service along with a promotional campaign aimed at helping businesses convey their unique workplace culture and values.

On June 2, 2025, GEKI unveiled its special website focused on recruitment branding, which encapsulates insights and strategies gathered from working with over 60 companies. Their motto, "Creating connections beyond reason," highlights the essence of their approach. This service supports businesses by strategically constructing and creatively developing the intangible assets such as the meaning of working at a company and its corporate culture, integrating them into the overall hiring communication.

Understanding Recruitment Branding

GEKI emphasizes that successful recruitment is not just about creating websites or videos. Rather, these creative methods serve as tools for communication. It begins with asking essential questions: Why is recruitment necessary? How can we meet the desired candidates? What is the optimal communication strategy?

The process involves several key steps:

1. Understanding the Structural Challenges: GEKI first analyzes the core issues of recruitment from the perspectives of management, organization, and brand. They clarify reasons such as why potential candidates are not showing interest or why messages are not resonating.
2. Conducting Target Insight Research: Understanding job seekers’ perspectives and identifying gaps helps visualize any disconnect between candidates and companies.
3. Designing a Recruitment Concept: Companies' strengths, values, and purposes are redefined and articulated as the core of the recruitment efforts.
4. Establishing Brand Personality: By making the company's authenticity and tone explicit, candidates can intuitively grasp what the organization represents.
5. Mapping the Customer Journey: This step visualizes the decision-making process of the target audience and strategically plans where, what, and how to communicate effectively.
6. Selecting Measures and Consistent Implementation: Finally, sites, videos, social media, and events are crafted into a cohesive brand experience across all touchpoints.

This comprehensive approach to recruitment branding is vital for effectively conveying a company’s culture to potential employees.

The Rationale Behind This Initiative

Given Japan's ongoing challenges of labor shortages and changing workforce dynamics due to demographic shifts, GEKI aims to streamline the matching process between good companies and talented individuals. Younger generations prioritize not just salary, but also the underlying purpose of their work, the company culture, and the shared values with colleagues. By effectively communicating a company's ethos, GEKI believes they can create meaningful connections that inspire candidates to join.

The insight that drives GEKI's recruitment branding philosophy is the significance of expressing the core reason for working at a company. By uncovering and articulating a company's fundamental beliefs and purposes, GEKI enhances not only the immediate recruitment process but also contributes to long-term brand positioning and internal culture development.

Voice from Partners

Several partner companies have applauded GEKI's approach. From Talentbook's Keita Kubo, who appreciates GEKI's ability to draw out a company’s core philosophy to create impactful narratives, to Akira Nishimura from Jigyoin Co., who values how GEKI translates clients' essence into creative outputs, the feedback is overwhelmingly positive.

A Message from GEKI's CEO

Riki Sakaba, the CEO of GEKI, succinctly encapsulates the mission: "To create a recruitment brand that reveals the reason to work at a company is essential. As we navigate through demographic shifts and the rise of AI, it's crucial to visualize company values and foster a desire to contribute to the workforce. We aspire to facilitate brands that inspire prospective employees."

Profile Photo Campaign

Coinciding with the launch, GEKI is also hosting a 'Profile Photo Shooting Event.' This initiative targets business leaders and HR professionals involved in recruitment. The goal is to help these individuals craft compelling first impressions, which can play a pivotal role in attracting potential candidates.

The campaign aims to provide high-quality profile photos that reflect a candidate's authenticity, emphasizing the significance of personality in recruitment.

For those interested, GEKI offers free profile photos upon application, ensuring the opportunity is limited to the first 20 companies until June 30, 2025.

Connect with GEKI and explore this unique recruitment branding service. For more details, visit their service site at recruitbranding.geki-inc.com and check the service video on YouTube.