“Work style reform” was nominated for the 2017 Buzzword Award, but the HR industry is no exception, and we are now seeing many seminars and downloadable materials with titles that include “work style reform” at companies. Ta.
This time, we will be thinking about marketing with the keyword “work style reform”.
What is “work style reform”?
“Work style reform” refers to fundamental reforms to the labor system of Japanese companies, such as correcting long working hours and improving the treatment of non-regular workers, against the backdrop of the declining birthrate, aging population, and decline in the working population. It’s a thing.
The glossary of Japan’s largest human resources portal site “HR Pro” states the following.
The Abe administration’s goal is to create a society where everyone, including women and the elderly, can play an active role.
“Work style reform” is positioned as the biggest challenge towards realizing this goal.
(From
the HR professional glossary “Work style reform”
)
This was clearly announced on August 3, 2016, when the third Abe cabinet (second reshuffled cabinet) was inaugurated.
“Work style reform” from the perspective of web marketing
“Work style reform” aims to fundamentally reform the labor system unique to Japanese companies and create a society in which all citizens are actively engaged.The enactment of the Work Style Reform Act on June 29, 2018 has also been a tailwind, and there are also changes on the website. It has become a keyword that is attracting attention.
As you can see below, the search volume on Google Trends has increased approximately 4 to 5 times compared to two years ago. As a side note, the peak date was June 29th, when the work style reform related law was enacted.
In addition, when comparing display and click predictions (estimate search volume) using AdWards (Google Ads) Keyword Planner as a trending word in human resources, the predicted number of monthly impressions exceeded 240,000, overwhelmingly compared to other trending words. You can see the difference.
(Forecast data for one month from October 4th to November 3rd)
In terms of search volume, it is becoming a big word (keywords that are searched extremely often on search engines) from the perspective of web marketing, and many people have actually used or considered using it in SEO measures and listing advertisements. Isn’t it?
/sample-human-resources-manager-job-description_1919125_FINAL-5b636f4bc9e77c0050c03143.png)
Examples of “work style reform” related content
We will introduce actual examples of content that uses the keyword “work style reform.”
Last year in particular, the content of “work style reform” was treated as a cross-cutting theme in the HR industry, regardless of everything from recruitment to education and training, human resources and labor, and systems.
In fact, at the HR Summit 2017 held by our company, many sessions were held with the keyword “work style reform.” The session below is an example.
- Work style reform and human resource management
- Work style reform and human resources development revolution under the fourth industrial revolution
- Work style reform ~Issues and countermeasures for the spread of telework~
- Direction of work style reform and future career improvement
- Work style reform and career diversification – Possibilities of using technology to realize career diversification –
Although the approach of “work style reform” is the same, you can see that the contents of the sessions themselves are different, such as human resource management, telework, career, HR technology, etc.
There are many downloadable materials, so you may find it helpful to search for “work style reform” from
HR Pro’s downloadable materials search
.
“Work style reform” marketing
◆Combination of “work style reform” x “〇〇〇〇”
As can be seen at HR Summit 2017, in marketing using “work style reform” as a keyword, themes are set by combining “work style reform” with “〇〇〇〇” such as recruitment, education training, labor management… has been.
Judging from the search volume mentioned earlier, it is a keyword that is becoming a big word from a web marketing perspective, so by multiplying it with “〇〇〇〇”, it may be possible to target it as a long-tail keyword in SEO measures.
◆ Utilization of survey data related to “work style reform”
“Work style reform” affects not only human resources, but also entire companies and working individuals, and because it is a very wide-ranging theme, we need to create content that is more appealing by utilizing research data related to the content we want to appeal to. This will also lead to differentiation from other companies.
Introducing survey data on the theme of “work style reform”.
- Fact-finding survey on promoting “work style reform” 2017 (Recruit Management Solutions)
-
HR Research Institute: “Work Style Reform” Implementation Status Survey (HR Research Institute) [1]
[2]
[3]
One thing to keep in mind is that the key to differentiation is not just posting survey data, but adding your own, grounded opinions.
◆Lectures and interviews by celebrities and experts
As mentioned in the session examples at HR Summit 2017, having university professors who are familiar with the industry or managers/human resources executives of major companies as lecturers or interview subjects is effective in increasing awareness of your company’s branding and services. .
In addition, by having experts and celebrities present industry trends and wide-ranging knowledge, they will be able to enhance their ability to communicate, and at the same time, by touching on “work style reform” in their sessions and interviews, they will be able to raise awareness of the issues facing human resources managers and managers. can be promoted.
◆Know-how materials to solve HR problems
Downloadable materials that resolve questions and concerns that may arise in practice are also effective for human resources personnel in promoting “work style reform.”
There are themes such as “10 ways to solve 〇〇〇〇” and developments such as Q&A (question format).
summary
◆“Work style reform,” which is a fundamental reform of the labor system unique to Japanese companies, is becoming a big word (a keyword that is searched extremely often on search engines) from the perspective of web marketing.
◆“Work style reform” content has been treated as a cross-sectional theme in the HR industry, especially since last year, regardless of recruitment, education and training, personnel labor, systems, etc.
◆Marketing using “work style reform” as a keyword can be targeted as a long-tail keyword by combining “work style reform” with “〇〇〇〇〇” such as recruitment, education training, labor management, etc. be