"We Have No Appeal" — The First Words Heard on Day One of Recruitment Support and What Came to Light

"Honestly, I don't think our company has any appeal to attract people."

──These were the words from a client on the very first day we started recruitment support.

However, as we conducted repeated on-site interviews, a completely different picture emerged.

It wasn't that they lacked appeal; rather, their appeal simply hadn't been articulated.

This article introduces the first step to discovering your company's appeal and turning it into an asset.

"We Have No Appeal" — Is It True?

"Our company doesn't really have anything to be proud of..."
We often hear such words in the field of recruitment support.
When applications don't come in, it's easy to feel like "we have nothing."

However, we believe this is not a matter of "having no appeal," but rather a state of "not being able to see your company objectively."

What seems ordinary inside the company is often a strength or appeal when compared to others.

We believe that every company has its own unique appeal and values.
And often, these only become visible with the involvement of a third party.

What Happened During On-Site Interviews

In our support, we always start by "carefully gathering the voices from the field."

Thorough interviews with members in different positions—representatives, field employees, managers—are the starting point.

── Case Study: Construction Industry (Chugoku-Shikoku Region)

In our support for a construction company, we conducted interviews with 10 people, including the representative and field employees.

What emerged was "the pride in supporting the region's daily life, even if not flashy" and "an irreplaceable sense of accomplishment when the team completes a difficult task." None of this was written in their job postings.

Based on these voices, we redefined the meaning of their work.

From "civil engineering work" to "a professional supporting the region's future from the field."

The concept was reborn into one where younger generations could feel, "I could work here with pride."

── Case Study: Logistics Industry (Hokuriku Region)

In our support for a logistics company, thorough interviews with 15 employees revealed a significant gap between the "external image" and the "internal reality."

"No night shifts, can go home every day" and "a flat relationship without strong hierarchy"

──These were the unique realities of this company, different from the general industry image.

By articulating these specific points, they succeeded in clearly differentiating themselves from other companies.

The message transformed into one that catches the eyes of job seekers.

"Have you ever communicated that in your recruitment activities?"

When we ask this question in meetings, many managers answer, "...No, we haven't."

This moment is the turning point where recruitment activities begin to change.

What Job Seekers Really Want to Know Is Not Just "Conditions"

Salary, work location, number of holidays—these are certainly pieces of information job seekers want to know.

However, the final reason a job seeker decides "I want to work here" is not just about conditions.

"Can I imagine myself working at this company?"

"Do my values align with this company?"

"Do I feel like I want to work with the people here?"

Whether or not you can convey this "work environment and the atmosphere of the people" is also crucial information for job seekers.

"Articulated Appeal" Becomes a Recruitment "Asset"

After articulating the appeal, the next important step is "where and how to communicate it."

In the logistics company case mentioned earlier, they started posting articles on note to convey the "company atmosphere" that job postings alone couldn't communicate. By creating articles featuring employee interviews and stories of members who joined through referrals, they aimed to deliver an "image of thriving after joining" to job seekers.

The key point here is that once an article is published, it remains on the web indefinitely.

Unlike job advertisements that disappear after the posting period ends, interview articles and content conveying company culture begin to accumulate as "recruitment assets" from the moment they are published.

What is "Asset-Based Recruitment"?

We call the mechanism of publishing a company's information (content) on the web, allowing suitable talent to naturally and continuously gather over the medium to long term, "Asset-Based Recruitment."

With each new piece of content, the touchpoints for job seekers to understand the company increase, and recruitment capability strengthens.

──This is our concept of "Asset-Based Recruitment."

*Reference: Our note (https://note.com/lucky_daphne262)

■ The First Step of Asset-Based Recruitment Begins with Self-Understanding

Asset-Based Recruitment consists of four main steps:

① Clarifying Target Talent──Define not only skills but also values, behavioral characteristics, and career aspirations. Once "who you are reaching out to" is clear, the words to communicate naturally become clear as well.

② Articulating the Company's Appeal──Through on-site interviews, transform "why one should work here" into words that resonate. It is essential to articulate not just salary and benefits, but also culture, growth environment, and mission.

③ Continuous Information Dissemination──Accumulate the articulated appeal on the web through note, owned media, SNS, etc. Continuity allows it to function as a PR asset for recruitment activities.

④ Analysis and Improvement──Regularly analyze which content resonates with job seekers and improve the precision of your communication. Data-driven improvement enhances the "quality" of the asset.

We've shared a lot, but

Why not take the first step towards articulating your company's appeal?

[New Service] Spot Support Announcement | Starting June 15!

Interview + Creation of "Master Job Posting Draft" Expandable to Various Media: 30,000 yen per job type (excluding tax)

You can request a set of interview and job posting creation from one job type.

Instead of creating a job posting for a specific medium, we will create a "master job posting draft" that can be easily expanded to various media.

Service Details

Interview (1-2 people) + Job Posting Creation

Price

30,000 yen per job type (excluding tax)

Recommended for

Those who want to strengthen recruitment for a specific job type / Those who want to try starting with one job type / Those who want to articulate their company's appeal

Please write "Spot Support Request" in the "Other Questions or Requests" field of the inquiry form.

Apply for Spot Support Here

About Sketch Inc.

[It's time for change. For organizations and people.] We are a consulting company that supports the transformation of "people and organizations," focusing on recruitment consulting, organizational development, system design, human resource development, training, AI utilization, branding, and new business support. No matter how excellent the product or vision, it is "people" who realize it. That is why we are seriously committed to "strengthening companies through the power of human resources."

https://sketch-consulting.co.jp/