In Sayama City, Saitama Prefecture, a "Manufacturing Town," We Visualize the "Invisible Food Infrastructure." Launching the "Recruitment Self-Sufficiency" Model to Unearth Dormant Local Workforce by Turning Delivery Trucks into Media.

【Moving Job Posting: Seeking Food Heroes Working Locally】

Nikkane Co., Ltd. (Headquarters: Kamitsugawa Town, Kawachi District, Tochigi Prefecture; President: Yusuke Kaneda), a wholesale food distributor for businesses primarily in Eastern Japan, has fully launched the "Moving Job Posting" project at its West Tokyo Sales Office in Sayama City. This initiative utilizes delivery trucks as a point of contact with local residents, effectively turning them into media to address the social issue of securing personnel in the logistics industry, which is becoming more severe with the 2024 legal reforms.

This initiative breaks away from passive recruitment reliant on traditional job media. By transforming the company's own assets, its delivery network, into media, it solves the loss of recruitment opportunities caused by low brand recognition as a B2B company and actively unearths the latent workforce within the community, representing a new recruitment strategy.

【Challenges and Solutions】

The logistics industry in Sayama City faces two conflicting challenges: the 2024 problem, which imposes overtime work regulations, and the increasing demand for welfare facilities due to an aging population. Our delivery model to welfare and medical facilities, characterized by "daytime operations only and no redeliveries," is an example of preemptive measures that simultaneously resolve these contradictions.

Uniqueness of This Project

This initiative is not merely a job advertisement to fill vacancies; it possesses "social novelty" that sets it apart from typical recruitment activities within the industry.

1. Recruitment Through Increased Visibility of "Invisible Distribution Companies" in a Manufacturing Hub

Sayama City is a region with a concentration of manufacturing industries, yet the recognition of B2B food distribution companies is remarkably low. Traditional recruitment methods typically involve investing significant costs in job posting sites and waiting for applications from job seekers.

In this project, our own trucks, which run daily within Sayama City, are transformed into advertising towers (media). By making daily contact with local residents who see them while waiting at traffic lights or at delivery destinations, we proactively communicate our presence as "a company supporting the community's welfare facilities." This is a challenge towards a sustainable recruitment cost structure that does not rely on external media.

2. Full Implementation of "No Night Shifts, No Redeliveries" as a "Post-2024 Era Work Style Model"

To dispel the fixed notion that "logistics equals hardship," we are communicating a work style of "daytime operations only and no redeliveries" from the front lines of our operations via our trucks, backed by our track record as a "Certified Health and Productivity Management Outstanding Organization." This is an attempt to present a model for "implementation of work style reform" to the entire logistics industry in Sayama City, which is facing the 2024 problem.

3. Redefining the Value of "Essential Workers" Through "Delivery to Welfare and Medical Facilities"

In an era of increasing automation and AI, food ingredient delivery to elderly care facilities, childcare centers, and hospitals in Sayama City is not merely the transportation of goods but "work that supports the community's welfare infrastructure." We define the essence of social infrastructure as "human compassion" that cannot be replaced by AI, such as face-to-face trust and judgment in emergencies, and aim to unearth highly motivated individuals within the community.

Specific Developments at the West Tokyo Sales Office

・Display of "Moving Job Posting": Special stickers with QR codes that allow immediate access to the recruitment site will be displayed on the rear and sides of the trucks. Through daily operations within Sayama City, we will visualize our role as "a company supporting the community's welfare facilities." We will directly appeal our social contribution, which has been buried in the community due to our B2B nature, along the daily routes of residents.

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