Nakamura Kenta × Nanae Kakei: Part 1 "What does 'expressing recruitment messages in a way that resonates with young people' mean?"

This installment's guest is Kenta Nakamura of Shigoto Hito Inc., which operates " Nihon Shigoto Hyakka" —a job site introducing work "as it is" from a reader's perspective—and " Shigoto Bar," a space for encountering diverse lifestyles and ways of working. Amid shifting values toward work among young people, what can companies do? Nanami Kakei, a researcher at Dentsu Inc. Wakamon Research Department, spoke with him.

 

A job site that lets you imagine work environments and reflect on work styles

Kakei: What really stood out about "Nihon Shigoto Hyakka" was how many photos they included showing the daily workplace scenes and locations. The content also really connects with the reader's perspective, creating articles that let you imagine, "This is probably the kind of scene I'd see after working there for two or three years."

Nakamura: That's right. What kind of scenery you'd see after a few years at that workplace is a key point we focus on when writing articles. That includes both the actual scenery and the intangible sense of what it's like. I felt that many job sites just unilaterally emphasize conditions and the company's strengths, without really standing in the reader's shoes.

Kakei: A lot of them just fit information into a template, right?

Nakamura: Exactly. We aim to be different. By painting a picture that emerges from the thoughts, stories, and places of the people working there, we strive to create articles that let readers imagine themselves working in that environment or reflect on their own careers.

Kakei: The stories of the companies you feature are so relatable that they're genuinely interesting reads. Are most of your readers people considering a job change?

Nakamura: Many people just drop by, so it's not limited to those considering a job change. Some readers didn't intend to switch jobs at all, but while reading, they encountered a job that really clicked with them and ended up joining that company.

Kakei: What's the age range of your readers?

Nakamura: About half are in their 20s. Roughly 30% are in their 30s, and we also have readers in their teens and 40s to 50s. I think the largest group is probably those in their late 20s.

Kakei: Why do you think there are so many readers in their late 20s?

Nakamura: Well, once you start working, you get a sense of what jobs are really like. Even jobs that seem glamorous at first glance often involve a lot of tough realities.

For example, I started playing basketball in middle school because I was inspired by Slam Dunk. But the idea of facing one powerhouse team after another and winning... that's just the world of manga. In reality, over 90% of it is just repetitive, hard practice. Work is the same. You might understand that reality intellectually, but it's hard to truly grasp it without actually experiencing it, right?
I think your late twenties are when you start rethinking what you really want to do, after experiencing the toughness of work firsthand.

Kakei: Some people choose jobs based on superficial things like company name or salary, only to get discouraged by the gap between their ideals and reality. For those people, "Nihon Shigoto Hyakka" – which delves deeply into what it means to work – might be a huge inspiration.

 

It offers the realization that "you can work as you live."

Kakei: Wakamon's research shows many people in their 20s today don't see work as everything; they view it as part of life. I think values around work are shifting from the era when being a "corporate warrior" was idealized.

Nakamura: While some can compartmentalize work as just work, more people want to value all their time. I feel attitudes toward work are diversifying. It's not just work; it's also food and drink. More people are taking the time to consider what's truly good for them, rather than necessarily conforming to societal expectations.

Kakei: Our analysis of young people also suggests they tend to choose things from multiple perspectives. Even if society says A is the right answer, they might deliberately choose B.

They don't just do what they want; they consider balance from three perspectives: society, themselves, and a smaller social circle. This approach to decision-making might also apply to choosing a job. What kind of feedback do you hear from people who use "Nihon Shigoto Hyakka"?

Nakamura: It's hard to generalize, but we often hear from people who had a vague resignation—thinking "work is just work, you have to compartmentalize it"—that they realized they didn't have to give up. They discovered they could work in a way that allows them to live authentically. This led them to find employment, change jobs, or even recommit to their current work. We frequently hear stories about how this made them more positive.

Kakei: A recent survey by Wakamon also revealed that while people currently work "for stable income," their ideal is to work "to find meaning in life." This shows they truly want jobs that align with their values.

Nakamura: Back in the day, information was scarce, so people just accepted that work was what it was, before even considering giving up. But now, through the internet and other sources, people have started to vaguely grasp that there are various ways to work.

Kakei: It's information that appears at the edge of your vision, right? But you don't know where to find it.

Nakamura: That's precisely why "Nihon Shigoto Hyakkaten" can be a catalyst for people who feel a vague unease, wondering if there might be a better way to work. It helps them discover new options and possibilities.

To be continued in Part 2

 

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【Wakamon Profile】
Dentsu Inc. Wakamon (Youth Research Department) is a planning team that engages with the real lives and mindsets of young people, primarily high school and university students. By understanding their "now," we seek hints to brighten and invigorate the near future. Drawing insights from them, we foresee the future and realize new businesses that foster better relationships between young people and society. Currently, 18 project members are based across our Tokyo headquarters, Kansai branch, and Chubu branch. Updates are also shared on the Wakamon Facebook page.