| Title | THE FACE RECRUITING |
| Brand | TOKYU AGENCY |
| Product / Service | NEW GRADUATE RECRUITMENT |
| Category | B02. Use of Other Digital Solutions in a Direct Marketing Campaign |
| Entrant | TOKYU AGENCY Tokyo, JAPAN |
| Entrant Company | TOKYU AGENCY Tokyo, JAPAN |
| Advertising Agency | TOKYU AGENCY Tokyo, JAPAN |
| Production Company | CIRAF.INC TOKYO, JAPAN |
| Name | Company | Position |
|---|---|---|
| Hideaki Morohashi | Tokyu Agency Inc. | Creative Director |
| Hideaki Morohashi | Tokyu Agency Inc. | Copywriter |
| Hideaki Morohashi | Tokyu Agency Inc. | Planner |
| Satoshi Orihara | Tokyu Agency Inc. | Planner |
| Ayano Kaneda | Tokyu Agency Inc. | Planner |
| Hironori Onoe | ciraf.inc | Producer |
| Shima Gojobori | ciraf.inc | Web Director |
| Michiyo Tomioka | Orunica | Art Director |
| Michiyo Tomioka | Orunica | Designer |
| Tomoya Takahashi | Orunica | Programmer |
| Tomoya Takahashi | Orunica | Technical Director |
THE FACE RECRUITING is appropriate to Direct Marketing because we created a total attitude change and a big improvement of awareness of Tokyu agency. And it increased applicants 140% up from last year.
Idea: In japan, there is an urban legend called “FACE RECRUITING”, that some companies hire employees by their looks rather than their ability. Our idea is to bring this urban legend real with developing "THE MASK COORDINATES ANALYZING SYSTEM" which discriminates job seeker's personality via their face. 1.JOB SEEKERS VISIT THE WEBSITE AND CAPTURE THEIR FACE BY WEBCAM. 2."THE MASK COORDINATES ANALYZING SYSTEM" CLASSIFYS JOB SEEKER’S FACE INTO SEVERAL TYPES. 3.JOB SEEKERS GET SPECIAL TREATMENTS FOR RECRUITING SELECTION BY THEIR RESULTS. -Worry FACE=5min extra interview time. -Laid-back FACE=An extra week for writing the entry essay. -Picky FACE=Choosing the interviewer whoever you like. -Shy FACE=Changing type of interview group to solo.
What attracts young job seekers is not company's scale, but creativity.. So we made an unprecedented recruiting website to prove our creativity.
-Number of applicants: 13,093(increased 130% from 2014) -Wish works company rank: 80th (in 2014 it was 240th) -+3000 shares on SNS -Page Views increase 400% up from 2014 -52 articles on news media.