Turning 'Roadside Stops' in Urban Centers into 'Prime PR Opportunities': Kawaguchi City and Central Tokyo's Dense Areas Leveraged for Delivery Trucks' 'Asset Mediaization' Project Launched in Full Scale

【Mobile Job Postings: Recruiting Food Heroes Working Locally】

Nikkane Co., Ltd. (Headquarters: Kamikawachi-machi, Kawachi-gun, Tochigi Prefecture; President: Yosuke Kaneda; hereinafter referred to as "the Company") has fully launched the "Mobile Job Posting" project at its Tokyo Sales Office, based in Kawaguchi City, Saitama Prefecture. This initiative utilizes delivery trucks as a touchpoint with local residents, transforming them into media. It is a new recruitment strategy that breaks away from passive recruitment reliant on traditional job boards. By media-izing the company's own assets – its distribution network – it addresses the low brand recognition of a B2B company and actively unearths latent labor resources within the community.

Challenges and Solutions: Turning Kawaguchi City's Logistics Environment's 'Weaknesses' into 'PR Opportunities'

Kawaguchi City, Saitama Prefecture, has seen a surge in new logistics facilities and transportation companies due to its proximity to central Tokyo, catering to the growing e-commerce demand. However, it faces serious challenges such as "worsening traffic congestion," "working hour regulations due to the 2024 problem," and "decreased delivery efficiency due to short-distance, high-frequency deliveries." The Company's Tokyo Sales Office, which manages these frontline urban areas, often has short intervals between delivery destinations, frequently forcing drivers to stop on the roadside. The Company is turning this "logistical constraint (roadside stops)" into a prime opportunity for contact with local residents (media exposure) during these stopping and waiting times.

Uniqueness of This Project (Differences from Regular Recruitment Campaigns)

1. A Paradigm Shift: Transforming 'Roadside Stops' into 'Media Exposure Opportunities'

We have redefined the stopping time of trucks operating in the city as the moment when QR-coded recruitment stickers on the sides achieve maximum visibility. This is a unique initiative in the logistics industry that converts decreased delivery efficiency into maximized contact with local residents (advertising impressions).

2. Fusion Strategy of Digital (Robots) x Analog (Humans)

This project presents a hybrid model that invests the efficiency gained from the automated sorting robot "Omni-Sorter," introduced in 2025, into "customer service during delivery" and "community coexistence," tasks that only humans can perform.

3. Redefining the Value of Work Supporting the Food Infrastructure

We are redefining food ingredient delivery to welfare and medical facilities as "work that supports the local welfare infrastructure." Through daily route deliveries, we directly seek out individuals who wish to participate in solving social issues.

Specific Deployments at the Tokyo Sales Office

Display of "Mobile Job Postings": Special stickers with QR codes will be displayed on the back and sides of trucks. Considering visibility in densely populated areas, this maximizes contact opportunities while stopped and visualizes the "open atmosphere" of our company.

・Community-Based Recruitment PR: We propose careers as "food heroes working locally" to residents in the delivery areas, building familiar relationships.

・Value Communication Through Delivery Destination Collaboration: Through trusted relationships with nutritionists and chefs at welfare facilities, we visualize a workplace environment where employees can experience a sense of fulfillment.

・Open Door for the Inexperienced: Starting with a regular driver's license (AT-compatible) is possible, with a support system for obtaining a medium-duty vehicle license. We support career changes from other industries with stable compensation starting from ¥300,000 per month in the Tokyo metropolitan area.

Message from President Yosuke Kaneda

Our trucks are...