Breaking Barriers: Innovative Corporate Branding Initiatives for Staff Engagement

In an era where employees are increasingly voicing their concerns about work-life balance, companies are on a critical quest to retain talent and boost morale. Recognizing the alarming rise of phenomena like 'quiet quitting' and 'retaliatory resignations', many corporations are stepping up to transform their internal communications and branding strategies. This narrative takes us to the inaugural event titled Inner Branding Workout: New 'Kibou' Territory, organized by Tanoshinal. Scheduled for August 22, 2025, in Koto City, Tokyo, this event promises to bring intriguing insights from corporate professionals who have adopted revolutionary approaches to employee engagement.

The Rise of Internal Content

An increasing number of large firms are revamping their internal content, which includes video communications and interactive events tailored to enhance employee engagement. Far from being mere HR strategies, these initiatives are crafted with the flair of public spectacles, aiming not only to motivate employees but also to entertain them. For instance, Kokuyo Corporation, celebrating its 100th anniversary, launched the GREAT JOB STORY, an uncommon awards ceremony that resembles a theme park attraction. This event was designed to showcase the dramatic stories of employees, captivating their peers with laughter and emotion, effectively blending entertainment with acknowledgment.

At Sumitomo Life Insurance—which boasts 118 years of history—management introduced a groundbreaking video series where they asked employees the bold question, “Why do you work?” The open discussions even led to provocative queries such as, “Is the headquarters a black or white company?” The boldness of these conversations has created a wave of solidarity among staff, with many employees participating in the FLAT TALK events across various regional offices, which have been exceptionally well-received.

These unique internal initiatives culminated in a comprehensive online company meeting, branded as Brand Live, reaching over 40,000 employees and fostering an unprecedented radical empathy within the workforce.

A Platform for Transformation

On August 22, Tanoshinal is set to host an event unlike any other, drawing together representatives from numerous companies—four keynote speakers from different sectors, with around 30 additional participants at the event. This is not your typical B-to-B exchange; rather, the event embraces the concept of B×B (Business by Business), fostering a candid dialogue about internal branding and content creation that transcends individual corporate silos.

On this occasion, participants will examine the challenges they've faced while crafting their engaging content, the trials and tribulations within their organizations, and the complexities involved in motivating behavior change among employees. The event will also showcase compelling video content created by participating companies, revealing the efforts involved in developing interactive, dynamic internal communications.

Insightful Collaborations and Learning Experiences

Key corporations participating include Asahi Kasei, Kokuyo, Sumitomo Life, and Toray Industries, represented by eight dedicated professionals. They will share their experiences and discuss their corporate challenges and inspirational breakthroughs, opening the door for collaborative insights that might not otherwise occur in competitive contexts.

What’s remarkable about this event is its participatory aspect, where attendees are also employees from different companies. Despite the competitive nature of their industries, this day serves as a space for these entities to unite, share strategies, and work collectively towards boosting employee motivation and fostering positive behavioral changes.

Event Logistics

- Date: August 22, 2025, 3:00 PM start time
- Location: CASICA, Shin-Kiba, Tokyo
- Access: Just a three-minute walk from Shin-Kiba Station on the JR Keiyo Line and Tokyo Metro Yuurakucho Line

Experience Fun and Engaging Workshops

At the event, attendees will be invited to participate in various interactive workouts designed for learning about internal brand management engagingly. Some highlights include:

1. IB Check: A smartphone-based diagnostic tool with seven probing questions to assess the current state of internal branding at companies.
2. Internal Weightlifting: A unique workout where participants can literally lift weights that quantify the internal challenges companies face, blending physical engagement with collaborative problem-solving.
3. Virtual MC Experience: Participants can engage with a virtual character that adapts to human emotions, allowing attendees to explore forward-thinking event facilitation methods.

Photo opportunities will abound, allowing the corporate representatives to capture their experiences firsthand.

Tanoshinal, under the stewardship of Tsutomu Fukushima, has pioneered interactive communication techniques since its inception in 2012. By supporting corporations through innovative content creation and event management, it has fostered a new narrative in corporate storytelling and internal branding. Let’s witness how these efforts culminate at the Inner Branding Workout: New ‘Kibou’ Territory event!