Stiff, yet soft. A recruitment site that captures the hearts of young people with its on and off appeal.
Completely renewed the website to dispel the "rigid" image of steel frame fabrication and strengthen recruitment of young talent. We developed a brand strategy that intuitively conveys a "flexible" corporate culture, where digital transformation enhances work-life balance and allows for fulfillment in both work and private life.
Case Summary
Customer Name
Saeki Tetsukō Sama
Project Details
Corporate and Recruitment Website Renewal, Novelty (Sports Towel) Production, Concept/Copy Development
Purpose
Recruitment branding, corporate recognition improvement
Situation
Previously, we only had a landing page for company introductions, and we wanted to strengthen our recruitment of young talent. However, due to the business content and the kanji in our company name, we tended to give the impression of a "rigid and tough job," and our true appeal was not being conveyed to job seekers.
Production period
4 months
Flow of cases
STEP
01 Task
Customer's challenge
The misunderstanding of "hard and tough" stemming from the kanji company name and the image of steel frame processing
Despite a strong desire to strengthen the recruitment of young talent, we faced challenges because potential applicants (primarily high school students) had a tough impression of the industry, with comments like "Steel frame fabrication seems tough" and "The company name sounds difficult and formal." Even though we have an attractive internal environment, psychological barriers were emerging at the very first step.
02 LH Method Strategy Development
Organize current status and challenges (Organize current status and challenges, and commit to realizing the vision)
The truth about "gentle" companies that are one step ahead, as seen from the genuine voices of their targets.
At Lionheart, we first analyzed survey data from our main target demographic, high school students. We then conducted thorough interviews with our senior employees working in the field and with those in charge of interviews.
As a result, surprising facts came to light. Within an aging steel frame industry, the company had a high proportion of young employees and was an early adopter of digitalizing production processes. Furthermore, it had a very modern and "soft" system in place, such as the flexibility for career changes between design and processing.
Thanks to planned digital production, overtime is almost zero. All employees leave on time and fully enjoy their respective hobbies and private lives.
Therefore, we developed the creative concept "Hard to the Core, Soft at Heart," using the gap between handling a rigid product like steel frames and our surprisingly flexible work style and environment as our greatest asset.
03 LH Solution Implementation Support
Solve the problem (Solve the problem with LH solution)
Web gimmicks that toggle on and off, and novelty items that convey social significance.
We've implemented a solution to intuitively convey this "firm yet flexible" appeal to job seekers, rather than through logic.
Website mechanics (fusion of on and off)
We developed a unique visual that combines an employee's "serious work face (on)" and "enjoying their hobby on a holiday (off)" in a 50/50 split. We incorporated an interactive feature allowing users to switch between photos by dragging the screen. This allows them to enjoy a simulated experience of an environment where they can "work hard and play hard."
Also, to convey the achievement of the steel frame, which will no longer be visible once the building is complete, we expressed the scale of the work that supports a regional landmark by enabling toggling between the building's "steel structure" and its "beautiful finished appearance" using the same method.
Factory Tour Novelty (Sports Towel)
We created original sports towels for the students who visited our factory. The towels prominently feature the message "Social Strong Supporter," symbolizing our company's integral role in strengthening society through steel. We designed them as a touchpoint to leave a lasting impression on the students and ensure they remember our company name.
04 LH Solution Execution Support
Continue to commit to achieving the vision (responding to changes in circumstances)
Continued contribution to recruitment activities and its ripple effect on internal branding
With the launch of the website and the introduction of promotional items, a foundation has been laid to properly convey the company's "advanced initiatives" and "clean and comfortable working environment" to prospective students and school officials.
Additionally, focusing on employees' work and private lives in this project has also led to secondary effects such as improved internal motivation and strengthened engagement, fostering a deeper sense of attachment to our company. We will continue to support the company's growth through the power of creativity, adapting to hiring trends and changes in the times.
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