Persol Career x National Personnel Authority Hold 5 "Public Service Branding Workshops" to Define and Convey the Appeal of Civil Service to the Next Generation
Persol Career, commissioned by Japan's National Personnel Authority, conducted a 'Public Service Branding Workshop.' The initiative aims to articulate the appeal of being a national civil servant and enhance communication strategies for younger generations, thereby improving recruitment public relations. This addresses the gap between the value of public service and the perception among young people.
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- 📰 Published: April 8, 2026 at 21:00
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Persol Career Co., Ltd. (Headquarters: Minato-ku, Tokyo; President and CEO: Yutaka Senoo), which operates the career change service 'doda,' among others, was commissioned by the National Personnel Authority to conduct a series of five 'Public Service Branding Workshops' for government agency employees from October 2025 to March 2026.
This initiative aimed to strengthen the ability to re-evaluate the value of public service in one's own words and translate it into a form that resonates with the younger generation, including new graduates. University students, one of the key recruitment target demographics, also participated in the training, contributing to the improvement of new graduate recruitment public relations.
## Background of this Initiative
In recent years, the competition for talent has intensified across Japan due to the declining working-age population. The younger generation, in particular, emphasizes 'fulfillment,' 'rapid growth,' and 'flexible work styles,' and commonly gathers information through the web and social media.
Meanwhile, the 'National Civil Servant Image Survey' conducted by the National Personnel Authority in 2025 revealed that among students in their 20s, the positive image of 'fulfillment' and 'growth opportunities' for national civil servants (especially in central government ministries) is lower compared to other industries. While reforms in systems and improvements in work-life balance are progressing, a 'recognition gap' exists where their value is not sufficiently reaching the younger generation.
Work style reforms are steadily progressing in the public sector. According to the 'FY2024 Employee Survey on Work Style Reform for National Civil Servants,' 67.2% of employees 'feel their current workplace is a good place to work.' However, such positive changes are not being adequately communicated externally.
Based on this background, the National Personnel Authority is promoting brand strengthening to organize the value provided by public service and to translate and disseminate it in a form that 'resonates' with job seekers, especially the next generation. As part of this effort, this training was conducted in collaboration with Persol Career.
This initiative aimed to strengthen the ability to re-evaluate the value of public service in one's own words and translate it into a form that resonates with the younger generation, including new graduates. University students, one of the key recruitment target demographics, also participated in the training, contributing to the improvement of new graduate recruitment public relations.
## Background of this Initiative
In recent years, the competition for talent has intensified across Japan due to the declining working-age population. The younger generation, in particular, emphasizes 'fulfillment,' 'rapid growth,' and 'flexible work styles,' and commonly gathers information through the web and social media.
Meanwhile, the 'National Civil Servant Image Survey' conducted by the National Personnel Authority in 2025 revealed that among students in their 20s, the positive image of 'fulfillment' and 'growth opportunities' for national civil servants (especially in central government ministries) is lower compared to other industries. While reforms in systems and improvements in work-life balance are progressing, a 'recognition gap' exists where their value is not sufficiently reaching the younger generation.
Work style reforms are steadily progressing in the public sector. According to the 'FY2024 Employee Survey on Work Style Reform for National Civil Servants,' 67.2% of employees 'feel their current workplace is a good place to work.' However, such positive changes are not being adequately communicated externally.
Based on this background, the National Personnel Authority is promoting brand strengthening to organize the value provided by public service and to translate and disseminate it in a form that 'resonates' with job seekers, especially the next generation. As part of this effort, this training was conducted in collaboration with Persol Career.