Japan’s ‘Muscle Carers’ inspire new generation to work in care industry
A Japanese care company has seen a rise in job applications thanks to a unique initiative that looks to change the perception of those that work in the caregiving industry.
Japan’s aging population consistently means that the care industry is often understaffed, however one company has sought to broaden the appeal of working in care in the hopes of inspiring younger generations to apply for jobs within the industry.
Visionary Co., Ltd., a company operating welfare services for individuals with disabilities, has announced a significant 25% increase in both inquiries and job applications in 2024 compared to the previous year.
The company believes this surge is a direct result of its innovative “Macho Caregiver” initiative, which is successfully reshaping the image of the welfare industry and attracting individuals who previously had little interest in the field.
The “Macho Caregiver” promotional programme is ran by Visionary’s corporate fitness team ‘7SEAS’, a group of bodybuilders who both actively compete in competitions and also acts as spokespeople for the company, regularly running outreach sessions at facilities ran by Visionary.
As a result of the “Macho Caregiver” campaign, Visionary’s hiring results for fiscal year 2024 show a substantial 25% increase compared to the same period last year.
Notably, there has been a growing trend in applications from individuals in their 20s and 30s, indicating a rising interest in the welfare sector among younger generations.
The channels through which job seekers are applying also appear to have shifted, with a significant increase in direct applications to the company.
This positive trend has also led to a substantial reduction in recruitment costs, with the cost per hire falling significantly below the industry average.
The “Macho Caregiver” initiative has also fostered a greater awareness of fitness within the company and there is a growing movement to incorporate “exercise habits” into personnel evaluations and the hiring process.
Looking ahead, Visionary plans to launch a new program aimed at further promoting the health of its staff.
This initiative will see “Macho Caregivers” distributing weekly workout videos to all employees via the company’s internal communication platform, encouraging exercise before work.
Visionary has strategically turned the preconceived notion of “caregiving = negative image” on its head by promoting the appealing concept of “Macho Caregivers,” communicating a new value proposition of “caregiving = cool.”
This approach has generated significant buzz and garnered considerable social attention, achieving positive outcomes in three key areas:
- Refreshing the Image of the Caregiving Industry: By showcasing the appealing side of welfare work as a “cool profession” that young people can aspire to, Visionary is highlighting the sector’s untapped potential.
- Attracting Younger Generations and Helping to Solve Staffing Shortages: The focus on fitness and health is creating an entry point for health-conscious young individuals to become interested in caregiving and welfare.
- Promoting Staff Health and Improving the Workplace Environment: Recognizing that the physical and mental well-being of caregivers directly contributes to better service provision.
This unique initiative has gained widespread attention across various media platforms, including television, newspapers, and online news outlets, even attracting interest from outside the welfare sector (with a total of 45 media appearances in fiscal year 2024 as of March).
Visionary is committed to fostering an environment where diverse talent, including “Macho Caregivers,” can thrive, ultimately contributing to enhancing the overall appeal of the welfare industry.
The company also plans to further invest in improving the workplace environment, training programs, and career development paths to attract even more job seekers.
Visionary aims to continue introducing unconventional initiatives that bring a fresh perspective to the caregiving sector.
Source: PR Times
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