[HP] What is the intention behind Dentsu's laid-back recruitment page?
I was looking at it thinking it was nice, and I've been noticing Dentsu's new graduate recruitment page getting some attention here and there.
This year, the worldview is just laid-back.
"I wonder what kind of analysis led to this laid-back approach."
"What kind of talent are they looking for to arrive at this worldview and tagline?"
I find myself thinking.
The concept is said to be, "Something you don't have yet. Something the world hasn't seen yet." It is a tagline that superimposes "Dentsu challenging unknown territories" onto "applicants seeking employment to encounter an unknown self."
Consulting firms are entering the advertising industry, advertising agencies are starting to call themselves consultants, and it is an era where the former way of advertising agencies is changing significantly, and they continue to search for new positions.
Now that media has lost its power, individual voices have gained power, and the value of "what is the role of advertising?" and "what can only advertising do?" is being questioned.
Amidst such social conditions, what kind of generation is the class of 2026 aiming to become new members of society?
<What kind of generation are the university students graduating in 2026?>
Born in 2004 (Heisei 16).
They were 3 years old when the iPhone was born in 2007. They grew up touching smartphones from early childhood.
They experienced COVID from their second year of high school, and COVID when they entered university. School life was online, and they couldn't fully enjoy their high school youth, such as graduation trips.
They also had an online entrance ceremony when they entered university. There were no opportunities for part-time jobs, and they couldn't lead a typical university life for the first year or two after enrollment.
On the other hand, communication online and on social media was active.
There were no club recruitment events, few opportunities to hang out in large groups, and now real-life interactions feel fresh to them.
The real world of a company, large groups, and a hierarchical society. For them, it might be an unknown territory. While they have experienced many things in the digital world, their experiences in the real world are pure.
In the midst of this, I wonder if they are looking for flexible talent who enjoy the change of becoming a new self and can create that change together as the nature of advertising changes. The laid-back nature might be
a manifestation of the type of person Dentsu is looking for—talent with "free ideas" while also reaching out to a young generation that dislikes being tied down....
The employee interview page is also easy to read, and the consistent laid-back feel is good.
By the way, Hakuhodo had a site like this. The tagline was "Being nothing is the strongest."
Although the worldview is different, I analyze that they share common ground with Dentsu in that they are "looking for talent that changes," "talent that can enjoy change," and "talent with high variability."
I won't know what kind of analysis the marketers at each advertising agency used to create these recruitment sites unless I interview them, but how accurate is Yamaguchi's personal analysis?