To attract and retain top talent, employer branding is crucial as it directly impacts the company’s success. With its help, companies enjoy a positive work culture that leads to improved employee satisfaction and retention. Around 84% of job seekers, according to a study, research the market reputation of company before applying. Moreover, companies with established employer branding can reduce their cost for hiring in Japan by up to 43%.
Microsoft, the innovative giant, is a clear example of employer branding. It encourages employees to use its “Microsoft Life” Instagram account to share personal experiences. With this strategy, Microsoft can advertise a prosperous work environment and also align with potential employees.
WHAT IS EMPLOYER BRANDING
Employer branding shows an organization’s reputation as an employer by highlighting its culture, values, and overall existing employee experience. This strategy defines why the subject company is a desirable workplace and hence attracts potential employees for hiring in Japan.
2024 EMPLOYER BRANDING TRENDS
U.S companies having strong employer branding can attract 58% more talent compared to their competitors. Specifically in Japan, around 90% of employees consider workplace culture a crucial aspect. This obligates companies to welcome flexible work models and similar trends to meet the expectations of candidates. Some of the 2024 trends this year are:
- Leadership Visibility: Through podcasts and videos, executives highlight the company’s culture and values, thereby promoting the organization’s transparency.
- Employee Advocacy: Compared to traditional messaging, the employees’ stories align more with the potential candidates. This is why now companies are encouraging their employees to share their authentic experiences on social media.
- Diversity, Equity, and Inclusion (DEI): Companies are now promoting such programs and initiatives that encourage representation and participation of different races, genders, and cultures.
- Flexible Work Models: With the growing demand of flexible work models, organizations are now implementing four-day workweek or similar hybrid models to enhance work-life balance.
- Well-being and Mental Health: More than ever, employees’ well-being and mental health programs are being prioritized. So the organizations standardizing this trend can attract and retain more talent.
- Use of AI and Technology: With Artificial Intelligence, companies are now way ahead of their rivals by boosting employer branding by implementing enhanced employee experience and targetted recruitment campaigns.
Winning Japan Recruitment Strategies
Why All 2024 Employer Branding Trends won’t Work in Japan
While it may seem that most of the 2024 employer branding trend can apply to hiring in Japan, unfortunately, the country’s unique problems demand a more aligned approach to Japan recruitment strategy. Here’s why:
With a limited talent pool active, less than 5% of Japan’s population uses social media platforms. Interestingly, where 43.1% or higher-level students are active on social media looking for a job, about 9.6% of the working population (ages 16 to 64) do exactly the same. This is unusually low compared to the 36.6% global average.
Moreover, the Japanese do not actively search for new jobs. This requires companies to think of a more diverse Japan recruitment strategy instead of merely job postings.
What Trends Work for Hiring in Japan
Despite the aforementioned cultural problems, following numerous employer branding trends can be adapted to Japan:
Cultural Sensitivity in Leadership: Companies can benefit from such leaders who emphasize collective success and humility while admiring cultural norms, thereby improving the company’s employer branding.
Employee Empowerment: Companies can promote employees to tell their authentic experience that parallels with Japan’s collective identity and group harmony norms. This is the most effective way to build strong employer branding.
Diversity Initiatives: Seeing current demographic challenges in Japan, the organizations can implement strong DEI strategies and attract a wider range of talent for hiring in Japan, not forgetting international candidates.
Work-Life Balance: With the rapid growth of flexible work arrangements, companies that offer hybrid models can attract comparatively more talent. 76% of Millennials, 64% of Gen X and 69% of Gen Z, favor flexibility in working, according to a study by LiveCareer.
Mental Health Focus: Long work hours are a normal practice for Japanese employees. Companies that focus on and prioritize mental well-being as their top Japan recruitment strategy can stand out in the job market.
Use of AI technology: In 2024, AI can address workforce challenges and therefore enhance a company’s employer branding. Since less than 5% of Japanese employees use social media, AI can improve employee experience, streamline the process, and automate repetitive tasks for hiring in Japan.
How Uniqlo Nailed the 2024 Employer Branding Trend
A popular Japanese casual wear designer organization, Uniqlo, has employed various employer branding trends and gained global credibility. Here’s what they adopted:
The company offers flexible work hours, and extensive paid leaves, that include paternity and maternity options and heavily invests in wellness programs.
Recently, the company announced a 40% increment in pay for its full-time employees to fight the inflation issues which impacted 8,400 workers. With this initiative, Uniqlo was known for Japan’s best company to work for in 2019 by the Great Place to Work Institute, a recognized global authority on workplace culture.
The Takeaway
Staying updated with the latest employer branding trends is important for companies to attract top talent. It boosts employee satisfaction, and a positive workplace culture and increases employee retention rate. Adopting these trends greatly improves a company’s Japan recruitment strategy.
