Why is this work relevant for Media?

Became a creative media where it connected people who wishes to work in Japan with Japanese company in a casual way. Not only foreigners who love Japanese culture can get Kanji T-shirts,but information of Japanese companies facing labor shortage were distributed to the world and created a Win-Win relationship.

Background

The #1 aging population, Japan, labor shortage becomes a very serious society problem. In addition, employment of foreigners are still in slow progress.We would like to make it more easy and casual to connect foreigners and Japanese companies. Good Man Service specializing in employment of foreigners, seeks for a new solution.

Describe the creative idea/insights (30% of vote)

Foreigners who are interested in Japan are usually also interested in Kanji. Some may wear Kanji printed T-shirts and some may get a tattoo of their favorite Kanji. (Such as Justin Timberlake, Ariana Grande, etc.) We focused on this insight to target foreigners who likes Japanese culture and developed a Kanji based communication “RecruiT” to draw their interest.These are not just a simple Kanji printed T-shirt but a T-shirt where all the contents described are real job information.When a foreigner is able to read the information written in kanji, they pass the first step of recruitment and proceed to the next step.Also, developed a special site where one can download the kanji design data for free in order to spread “RecruiT” all over the world.

Describe the strategy (20% of vote)

The target are foreigners who are interested in Japanese culture and wish to work in Japan.We utilized the popular "Kanji T-shirt“, as original media for the target. We provided a stage where both foreigners and Japanese companies can freely enjoy employment.

Describe the execution (20% of vote)

We displayed the“RecruiT” in guesthouses and shops in cities of Tokyo, Asakusa and Shibuya, where there are a large number of foreigners who seem to like the Japanese culture. At the same time, T-shirts were distributed for free to hotel guests which became a walking media and made a direct spread. “RecruiT” was popular at the JAPAN TAG in Germany, with 700,000 people. “RecruiT” were also worn by ballboys in a German Bundesliga match,which expanded new possibilities.and…

List the results (30% of vote)

From RecruiT’s launch on December 12th, 409 people applied in 2 weeks,and after interviews,107 were employed.RecruiT, became a creative media where it connected people who wishes to work in Japan with Japanese company in a casual way. Not only foreigners who love Japanese culture can get Kanji T-shirts,but information of Japanese companies facing labor shortage were distributed to the world and created a Win-Win relationship.

Please tell us about the brand in relation to the locality or market where the product/service is distributed

Based on the Worker Dispatch Business (General 13-302871), Goodman Service developed a job information site called “NipponsJob.com”. It handles many job information including housing for foreigners who are seeking permanent employment in Japan. Also, it provides comprehensive support including obtainment of visas and job interview guidance. Goodman Service is making various efforts to enrich people’s lives through career regardless of one’s nationality or gender.