Differences in awareness regarding job hunting and recruitment between Japan and overseas

There are many things I felt when I came to Vietnam from Japan, but there are many opportunities to feel differences in the way of working. One of them is the concept of changing jobs.

In Japan, there is a concept of lifetime employment, and it is not unusual for a job seeker to continue working for one company until retirement. In contrast, in American culture, changing jobs is common, and the average number of job changes is more than double that of Japan, which is a surprisingly different attitude.

In Vietnam, as in the U.S., changing jobs is a common practice, with the culture of changing jobs taking root as a matter of course.

Recruitment marketing is widespread in Japan due to difficulties in attracting job seekers

In modern Japan, the declining birthrate and aging population have become very serious social issues, so many Japanese companies that have focused on recruiting university graduates in bulk are having a hard time securing workers, and in recent years Recruitment marketing, which involves creating recruitment websites exclusively for job seekers and disseminating various content in order to appeal to a large number of human resources, is becoming more active.

In Vietnam, on the other hand, the average age of the workforce is young and competition among job seekers is fierce, making it a buyer's market.

Recruitment marketing is a similar concept to B2B marketing

I believe that recruitment marketing here can be thought of in the same way as "B2B marketing."

This is because finding a job is an opportunity for job seekers to make important choices in their lives, and even though changing jobs is common, people don't change jobs every day, so they need to think carefully and rationally. This means that when conducting recruitment marketing, you need to provide more information to job seekers. When you think about it that way, it is understandable that there is a need to proactively disseminate information through an independent recruitment site like Japan does.


About SNS Recruitment

Independent recruitment websites are already common as a recruitment strategy for Japanese companies today, and it can be said that each company is at the stage of searching for new strategies.

I have recently been paying attention to "SNS recruiting.

"Linkedin" is popular as a business SNS in the United States and Vietnam, and is also used for job hunting and recruitment, but it is not so common in Japan, where X (twitter), Instagram, and Tiktok are widely used. In SNS recruitment, recruitment activities will be carried out through these services.

What is the difference between using SNS and recruiting sites?
I think this is due to the casual nature of information dissemination.

To digress, the objective of conventional marketing has been to deliver "completed services and products" to the target , but in current marketing, many methods are used to create added value by "providing the process and concept of how the product is made.

For example, “NIKE” is a manufacturer that sells shoes, but its advertisements often emphasize the wonders of sports, but do not talk much about the performance of the shoes themselves. In other words, it can be said that the goal is to encourage purchasers to identify with the brand's values, rather than the shoes themselves.

How about applying the above ideas to recruitment?

If a company's salary level is among the highest in the industry, simply posting job advertisements will likely attract many applicants. However, the reality is that it is difficult for all companies to offer top-level salaries. Therefore, companies can differentiate themselves from other companies by disclosing their unique opinions and values, such as “why we exist” and “why we conduct recruitment activities”.

This kind of method is compatible with SNS. The website is published as a completed product, and from the job seeker's point of view, the truth is, “There is no way it says anything bad about it, and I don't think it's true.” However, with SNS, you can see the thoughts and company culture of the human resources department in a more casual way.

It is often expressed as a marketing strategy for websites that "only posting good things will not move the target's heart." What is meant here is to convey "thoughts and values" other than "good things.

I also believe that verbalizing such thoughts and values will lead to the development of a corporate culture.

In the America and Vietnam, SNS recruiting using “Linkedin" is already in place, but it is only used as a contact tool, and I feel that there are still few companies that are using it strategically. At the same time, I believe that in the future, job seekers will be looking not only for "conditions" such as salary and number of holidays, but also for "values" communicated through SNS and other means.


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