Tempstaff Technologies Co.,Ltd. PROJECT

"Engineer first" overall strategy of communication

Project Overview

Problems
– An effective transmission of the company’s strong points.
– Events are less effective because they have certain objectives.
– A part of the channel for attracting customers depends on the external media.
– All measures do not contribute to a loyalty.

Goals
– Send straight messages which cross several touch points.
– Attract customers with our own media.
– Optimize the communication in all communication channels.
– Give career development support through real events.

Results
– Documenting and sharing business problems.
– A complete communication strategy map.
– Establishing know-how for event planning and management.

System
Client: Tempstaff Technologies Co.,Ltd.
Producer: Yuhi Yanagawa

Send a single message that crosses multiple touch points

Communication is less efficient due to the complex composition of the employees. Loftwork proposed the overall communication design with a clear statement, including message and realistic places such as event execution.

We invited Mr. Fujisaki Takashi, President & CEO of Tempstaff Technologies Co., Ltd., Ms. Mayumi Hashizune from Tempstaff Technologies Co., Ltd., Human Resources Planning Department, Branding Strategy Office, Mr. Goto Takeshi, team manager for Tokyo metropolitan area registration planing at Tempstaff Technologies Co., Ltd., Tokyo Division to share the impressions about this project.

Find a solution to effectively show our company's strong points, under "Engineer first" catchphrase

Nishimoto, Loftwork: What was the starting subject for the latest communication strategic plan?

Mr. Fujisaki Takashi, President & CEO of Tempstaff Technologies Co., Ltd.

Fujisaki, Tempstaff Technologies: About 1 year ago, we started to debate about how we should redefine the strong points of our company. We reached the conclusion that we have to support a working style through which engineers can easily show their true potential and we have to provide career development support which can challenge new technologies and fast-growing fields. In other words, we have to make our company a place where the engineering market can improve. Therefore, under the catchphrase “Engineer first,” we started to make efforts to change the way engineers are managed, the business structure within the company, methods and the course of events.

However, we had a vague idea about what kind of image we have to share and we didn’t know yet how we should transmit it from the standpoint of engineers. I came to ask collaboration from Loftwork because I have felt a limit in our company’s resources.

Nishimoto, Loftwork: How did you find out about Loftwork?

Fujisaki, Tempstaff Technologies: I knew about the creator network which manages Loftwork and I wanted to get in touch with them. I was thinking, what does auto-sourcing mean? It is something close to freelancing and temporal employment, but can I expect a synergistic effect which surpasses a simple cooperation? It gets out from the frame of a regular employment, temporal employment or freelancing. It is something which gives you more freedom of movement and I thought this was something good… While confessing the troubles of this corporation in such story, I was overflown with opposite proposals.

Create a channel project to contribute in improving the loyalty, based on a strong career support.

Yanagawa, Loftwork: In order to implement the plan “Chosen from engineers,” I thought that, rather than a partial optimization, it is important to have a comprehensive review on the whole communication with engineers. I knew about Tempstaff Technologies Co., Ltd. I made my way to the event, I registered people and performed employments, based on interviews. Wanting to provide a series of experiences for users, I have offered not only Web communication but also real contact through events, tools, workspace, and other complete experiences.

Nishimoto, Loftwork Inc. Senior Director (left); Yanagawa, Producer (right)

Nishimoto, Loftwork: As a first initiative, this time I have made a comprehensive design for communications. Market research and competition research have to make first and, based on their result, challenge goals are to be considered. While focusing on providing career development, which is a strong point in Tempstaff Technologies Co,Ltd. , I have developed a complete channel plan which has the purpose of transferring customer attracting activities performed by external media to the company’s internal media.

Ms. Mayumi Hashizune from Tempstaff Technologies Co.,Ltd., Human Resources Planning Department, Branding Strategy Office

I have also interviewed the temporary employees, in order to determine the requirements of a concrete communication. On this occasion, I have observed that relations of mutual trust between people increase the loyalty. Even when considering a touch point, I realized that, rather than increasing the awareness by creating simple digital media, more important is to interpose an employment counselor and to create a system through which people can connect efficiently the digital media with the reality.

What do you think about the “Communication plan report” and the “Communication plan map,” the outputs of this activity?

Hashizume, Tempstaff Technologies Co.,Ltd.: Even if we wanted to understand this subject in the light of our own business, this subject has a slightly different definition, according to each person. I have realized that, even in achieving its ideal shape, there are big differences, according to each standpoint. Even young people who take part in this project did not have the chance to consider their own job so deep, to deal frantically with their own job while having an overhead on the whole image of the company.

Goto, Tempstaff Technologies Co.,Ltd.: I was aware that, even if we hoping for promising results from user interviews, we did not have. I have accepted the fact that all channels and all places have points which could not be properly exploited. It is very good the fact that all has been documented and I could take a look at everything.

Redesigning the way the event is held is an important channel strategy to hook clients

Chojabara, OpenCU director at Loftwork Inc.

Yanagawa, Loftwork: I have also supported the event planning and management by setting the selected brand as theme and performing a comprehensive review on the touch point with engineers, as one of the channel measures. By designing a series of experiences which occur before the employment, this event is an essential measure in hooking clients, because engineers find out about the company, come to the event and register. It was a major goal to rise the value while keeping that standard quality.

Fujisaki, Tempstaff Technologies: The event had 2 goals. It reminds us about the existing temporal employees and the increasing new subscribers. There are also many persons who work for other employment agencies. They are not subscribed to our company and we don’t have relations with them. By holding events at fixed intervals, we have a constant communication and this should increase the loyalty. However, holding an event becomes a purpose and it has been said that its effect was extremely small.

Chojabara, Loftwork: I have arranged a series of events before the event planning, customer attraction and implementation. I have shared all points. In the past 4 years I have had operational experiences with OpenCU and I came to realize that it is important to achieve what it has been planned in all phases. Based on a web marketing concept, I have visualized a team which combines components like influx route grasping, policy sheets, customers attracting sheets, email magazine development & publication and questionnaire designing. I was able to perform review activities even after the event.

Moreover, what I want to enhance is the fact that it is important to create an environment which can stimulate idea development within the company, and, by handling the even in team, rise the popularity of our sales.

Mr. Goto Takeshi, team manager for Tokyo metropolitan area registration planing at Tempstaff Technologies Co., Ltd., Tokyo Division

Goto, Tempstaff Technologies Co.,Ltd.: This event is about to end. I feel that the know-how acquired here has been harmonized with our company. Even if messages and other things I wanted to transmit to engineers were different at each event, I have understood the main keyword and concept of “Generating TT type human resources” and I was able to consolidate the main ideas of this event. I can say that I have acquired the basic knowledge to implement a career development.
* It is about human resources who can apply various concepts in their specialization fields, who can gain extensive knowledge and experience and have a double specialization. TT from Tempstaff Technologies Co.,Ltd. is also presented.

Project Results and Future

Nishimoto, Loftwork: How is the general feedback of the project?

Fujisaki, Tempstaff Technologies: The ideal shape of the vague catchphrase “Engineer first” has been clarified up to the implementation level. It made my mind relax when I received a concrete plan to build a relationship of mutual trust with an engineer who wishes to have diverse work styles, a plan expressed in the form of a touch point. I also had the impression that, so far, this event had its purpose realized. However, I strongly believe that next time will bring good results because I had an image about how to handle PDCA properly.

Hashizume, Tempstaff Technologies Co.,Ltd.: At Loftwork Inc. we did not offer the pinpoint solution for problems. We thought the whole problem and, while repeating the improvement, we showed a suitable method. Obviously, we receive indications from outside in matters which we are not able to deal with. I believe it is very reasonable.

Nishimoto, Loftwork: Do you have any plans for further development?

Fujisaki, Tempstaff Technologies: I am very happy to have received a pro outlook of the ideal shape. However, it is a top priority to increase awareness among employees, so that everything will not be in vain. Next year we will start to bring new improvements to career development business, but first we have to reach that point.

Nishimoto, Loftwork: We are looking forward for further support opportunities.

※Contents, customer information, and director information in charge may be different from now.

Project members

Yuhi Yanagawa

株式会社ロフトワーク
Producer