#Japan #Tokyo #Talent Acquisition #Recruitment Strategy #company appeal

The Perception of Lack: A Misunderstanding in Recruitment

The phrase "we lack charm" was mentioned on the first day of our recruitment support project by a client. Surprisingly, after engaging with the staff and conducting interviews, it became apparent that the charm was indeed there, but the company had not yet articulated it.

Misconceptions About Attractiveness

In the realm of recruitment, we often hear statements such as, "Our company doesn't really have anything to boast about." This sentiment typically arises when job applications are low in number. However, it's critical to recognize that this feeling does not reflect a deficiency in appeal but rather a failure to view the company objectively.

Many times, what seems obvious within a company can actually be strengths and attractions in comparison to others. Every business has its own unique set of values and appeals, often only illuminated when engaged with an external perspective.

Insights from Workplace Interviews

Our approach to support begins with gathering insights from the workplace. This includes comprehensive interviews with representatives, front-line employees, and management. These discussions are fundamental in uncovering the true essence of the company’s charm.

Case Study: Construction Industry (Chugoku-Shikoku Area)

In one construction company we assisted, we conducted interviews with 10 individuals, including representatives and front-line workers. They expressed pride in their often-overlooked role in supporting the foundations of the community and described the unparalleled sense of accomplishment felt after successfully completing challenging tasks together. None of these sentiments had made it into their job listings.

We reframed job descriptions from mere "civil engineering work" to becoming "professionals supporting the future of the community from the ground up," creating a concept that resonated with younger job seekers.

Case Study: Logistics Industry (Hokuriku Area)

In another case, we supported a logistics company by interviewing 15 employees, revealing stark contrasts between external perceptions and internal realities. Employees highlighted benefits such as no night shifts and the ability to return home each day, as well as a flat hierarchical structure lacking excessive rigidity.

These specifics allowed for clear differentiation from competitors and transformed their messaging into something that genuinely captured potential applicants' attention.

Bridging the Gap in Communication

When we later asked the company representatives if they had previously communicated these aspects during recruitment, many admitted that this information had not been conveyed. This realization often marks a turning point in the evolution of their recruitment efforts.

Beyond Salary: What Applicants Truly Desire

While salary, location, and days off certainly matter to job seekers, these elements alone do not determine their ultimate decision to join a company. Factors such as:

• - Can I envision working for this company?
• - Do my personal values align with the organization’s?
• - Do I feel like I would enjoy working with the people here?

These considerations play a crucial role in an applicant's choice.

It’s essential to convey the atmosphere and culture of the workplace, as this 'articulated charm' can serve as a significant asset in recruitment.

Transforming Articulated Charm into Assets

Once we articulate a company’s charm, we must consider how and where to communicate this effectively. In the case of the logistics company, we initiated the use of articles on platforms like note to present the 'company culture' that goes beyond traditional job listings. By showcasing employee interviews and stories from those who joined through referrals, we create a compelling image of what it’s like to thrive after joining the company.

The crucial aspect here is that published articles remain on the web permanently, in contrast to time-limited job ads. Content that shares interviews and conveys corporate values accumulates as 'assets' from the moment it’s published.

What is Asset-Based Recruitment?

We define 'Asset-Based Recruitment' as the practice of publishing company information online to attract suitable talent naturally over the long term. With each new piece of content, job seekers gain more touchpoints for understanding the company, increasing the power to attract new talent.

Steps to Implement Asset-Based Recruitment

1. Define Target Talent: Identify candidates not just by skills but also by values, behaviors, and career aspirations.
2. Articulate Company Appeal: Transform employee insights into compelling narratives explaining why working there is worthwhile, not just focusing on pay and benefits.
3. Continuous Information Sharing: Use platforms like note and social media to consistently share the articulated appeal.
4. Analyze and Improve: Regularly review which content resonates with job seekers and refine communication strategies based on data.

Ultimately, it is essential to take that first step in articulating your company’s unique appeal.

New Offering: Targeted Recruitment Support

Starting June 15, we will offer a service that combines interviews with the creation of universal job listings—that can be adapted across various platforms—for just 30,000 yen (before tax). This is perfect for those looking to enhance recruitment for a specific role or simply wanting to articulate their company's charm. For inquiries, please specify “Spot Support Request” in the form.

About Sketch Inc.

At Sketch, we believe that organizational and human transformation is crucial for success. Our consulting services span recruitment, organizational development, training, and AI utilization. We focus on harnessing human potential to strengthen companies and their capabilities. Visit us here