Hiramatsu Kensetsu Co., Ltd. (Wing Group) Recruitment Website Production Case Study
Sales to reach 100 million in 2029. Recruitment branding that attracts "sharp individuality."Wing Group, which operates a diversified business focused on renovation and painting services, primarily in Aichi Prefecture. Sales in 202953To achieve the goal of acquiring young sales professionals for 100 million yen in sales, we created a recruitment website to attract "edgy" talent who challenge at an overwhelming pace, breaking away from the traditional image of "good benefits and a cozy atmosphere." We implemented unprecedented recruitment branding with a concept that looks to the future and utilizes AI, envisioning multi-faceted deployment across social media and joint information sessions.
Case Summary
Customer Name
Hiramatsu Kensetsu Co., Ltd. (Wing Group)
Project Details
Recruitment Branding, Recruitment Website Production (AI Utilization, Concept Design)
Purpose
Recruiting young sales professionals (in their 20s and 30s) who are sharp and carve their own paths, differentiating from competitors, and communicating the company's stance.
Situation
Expanding the business to achieve 3 billion yen in sales by 2029 is an urgent priority. However, the current "cozy" image of the company was creating a mismatch with the self-reliant, growth-oriented talent we truly seek.
Production period
About 4 months
Flow of cases
STEP
01 Task
Customer's challenge
The Mismatch Created by "At Home." Acquiring Sharp Challengers to Support Rapid Business Expansion.
With the major milestone of achieving 5.3 billion yen in sales by 2029 set as a goal, acquiring young sales professionals in their 20s and 30s to lead business expansion became an urgent priority. However, Wing Group's previous messaging had primarily conveyed an image of a "company with good compensation" and a "cozy, at-home atmosphere." As a result, the specific job appeal and stimulating environment were not effectively communicated to the "sharp individuals who forge their own paths and seek overwhelming results and rapid growth"—the very talent the company critically needed. This led to a significant challenge of mismatched candidates.
02 LH Method Strategy Development
Organize current status and challenges (Organize current status and challenges, and commit to realizing the vision)
Disrupting a conservative industry. Defining the "overwhelming field of challenge" that lies within a 50-year stable foundation.
As they continued to conduct hearings, Lionheart's attention was drawn to Wing Group's "unique strength" – their outstanding growth rate within the construction and real estate industries, which are generally characterized by conservative companies. Rather than managing with controlling rules, the company's 50-year history of stable management and an "educational system focused on strengthening numerical skills" allows them to delegate bold discretion to their younger employees. Lionheart defined this "stimulating environment where individuals can leverage their unique talents for rapid growth" as their greatest differentiating factor, unique in the industry, and developed an aggressive recruitment concept of "Chōjin" (Doers), who continuously challenge their own futures.
03 LH Solution Implementation Support
Solve the problem (Solve the problem with LH solution)
Pursuing an "unconventional" industry image. Edgy creativity utilizing AI.
On the actual recruitment website, we aimed to break away from the conventional "construction industry image" and the simple "cozy business" impression. To directly appeal to a target audience with unique personalities, we deliberately pursued an edgy worldview that transcends industry boundaries. To express Wing Group's distinctive rapid growth and its fair, transparent work ethic that earns societal support, we actively utilized AI in our creative process. We structured the website with an overwhelming impact, ensuring that the resolve and passion of "challengers" who forge their own futures would be instantly conveyed, even through a smartphone screen.
04 LH Solution Execution Support
Continue to commit to achieving the vision (responding to changes in circumstances)
Character design intended for deployment on social media and joint briefing sessions. Building a solid foundation that will contribute to future recruitment.
As the release was recent, direct numerical feedback on recruitment is still pending. However, for this project, we focused on a "conceptual character development" that extends beyond a mere website. This approach allows for multifaceted cross-application across real touchpoints such as social media and joint information sessions. Based on this strong concept, we have built a system to continuously communicate Wing Group's unique appeal both internally and externally. We will continue to provide ongoing support to deliver relevant value propositions to our target audience in line with the times and achieve long-term recruitment branding success.
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