Reconstructing the “New Identity of the Company” Through the People Who Work There
A recruitment branding project that redefined the meaning of the company and the value of working there through the perspectives of people active on the front lines.
SocioFuture is a company that supports society through financial infrastructure services such as ATM operations and BPO services.
However, after changing its name from “Japan ATM Co., Ltd.” to “SocioFuture Co., Ltd.” in 2022, the company gained greater future potential and broader business possibilities, while at the same time becoming less immediately understandable to people outside the organization.
In addition, the BPO industry itself is often associated with repetitive routine work, making it difficult for people to fully understand the social value and meaning behind the work.
In reality, SocioFuture was engaged not only in ATM-related businesses, but also in new business development, DX initiatives, and overseas operations. This project therefore went beyond simply renewing a recruitment website. It aimed to rebuild an understanding of “what kind of company SocioFuture is” through the stories and perspectives of the people working there.
This project was also made possible because BOEL had previously led the corporate branding initiative, allowing the company’s purpose and recruitment communication to be connected as one consistent brand experience.
Context
How do you change the perception of “a company people don’t fully understand”?
SocioFuture supports society through financial infrastructure and BPO services. However, its business areas were difficult for the general public to clearly understand, creating a major recruitment challenge: many people simply did not know what kind of company it was.
After the corporate name change, the company moved away from the highly descriptive name “Japan ATM” and adopted the new brand name “SocioFuture.” While this expanded the company’s future vision, it also made its business and identity less immediately recognizable to job seekers and potential candidates.
Even the term “social infrastructure company,” while important as a concept, was still too abstract for many people to intuitively understand what the company actually did.
Furthermore, the BPO industry itself often carries an image of simple repetitive work, making it difficult for people to recognize the diversity of challenges and innovation actually taking place within SocioFuture.
In reality, the company included people leading overseas businesses, engineers developing new ATM-related systems, as well as sales staff, recruiters, and technical specialists supporting these initiatives. However, when these roles were seen separately, the company’s overall identity remained unclear.
The challenge, therefore, was not simply to organize recruitment information, but to redesign the recruitment experience itself so people could understand the company through the perspectives, motivations, and work of the employees supporting society every day.
Approach
Designing a recruitment experience that explains the company through its people
This project redefined the recruitment website as more than just a place to post job openings. Instead, it became a platform where people could understand SocioFuture through the individuals who work there.
Rather than focusing only on job descriptions and company systems, the project carefully visualized the values, challenges, and perspectives of employees in the field, allowing visitors to naturally understand what the company aims to achieve and what kind of value it provides to society.
The project featured people from a wide range of positions, including executives leading overseas businesses, engineers building new operational systems, and the sales and recruitment teams supporting them. By presenting these diverse perspectives together, the project helped communicate the company’s identity in a more multidimensional and human way.
In addition, the project translated the abstract idea of “supporting social infrastructure” into something more tangible by sharing the words, careers, and motivations of actual employees. This allowed job seekers to connect the company’s purpose with their own future aspirations and sense of meaning at work.
Rather than treating recruitment as simply a hiring activity, the project reconstructed it as a brand experience that communicates the company’s purpose to future colleagues.
Outcome
From “I don’t understand what this company does” to “I can see why I want to work here”
As a result of these efforts, the SocioFuture recruitment website evolved beyond a conventional hiring platform into a brand communication experience that helps people understand the company through the individuals working there.
After the renewal, interviews and surveys with newly hired employees included comments such as:
“I didn’t really understand what the company did before, but after seeing the recruitment site, I finally understood.”
and
“I could clearly imagine the kind of work I wanted to do here.”
The project also helped candidates connect not only with the work itself, but with the people behind it — how they think, what they value, and why they work there. This created an environment where candidates could make career decisions based on shared values and purpose.
Furthermore, the project demonstrated a new perspective on recruitment branding: recruitment is not simply about attracting people, but about communicating a company’s purpose and the meaning of working there through brand experience.
Ultimately, this project became more than a redesign of a recruitment website. It was an initiative to reconstruct the “new identity” of SocioFuture through the people who shape and support the company every day.
This project was built on the idea that recruitment is not simply about hiring people, but about communicating the value of work that supports society.
By visualizing the company’s purpose and the meaning of work through the people actually working there, the project created a new relationship between the company and its future colleagues.
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