Re:People

Hakuhodo DY ONE has been leading the rapidly changing digital marketing industry with its personalities and values that encompass a variety of backgrounds. We believe that the essence of DE&I lies in the cohesiveness to look in the same direction, and not only knowing and recognizing our diversity in the process. It is essential to build an inclusive environment in which every member of the company is given equal opportunities to make the best of their expertise and passion with a sense of belonging, if Hakuhodo DY ONE is to achieve sustainable growth amid the AI-driven homogenization of information and the difficulty of value creation.

Under the corporate slogan of “SHAPE the NEXT ONE,” we are poised to offer new value to define the “next” of stakeholders by developing an environment that empowers our employees to fulfil their potential and by promoting DE&I.

Corporate Slogan of Hakuhodo DY ONE

• *1 Including childcare leave under the Act on Childcare Leave, Caregiver Leave, and Other Measures for the Welfare of Workers Caring for Children or Other Family Members and other leaves of absence for childcare
• *2 Including only childcare leave

Working hour arrangements to support flexible workstyles

Building on our company’s characteristic of integrating members with diverse backgrounds, we promote flexible workstyles so that all employees may fulfil their potential in security, regardless of their individual traits such as race, nationality, religion, belief, disability status, sex, age, origin, sexual orientation, gender identity, values and workstyle.

• We encourage the utilization of working hour arrangements such as flextime and various leaves to sustain and improve mental and physical health.
• We leverage AI and digital technologies to promote workstyle efficiency and communication among members.
• Based on the principle of zero tolerance for harassment and all kinds of discrimination, we build a workplace environment that encourages open communication in psychological safety.

Support schemes for childbirth, childcare and caregiving

Hakuhodo DY ONE has introduced a variety of schemes to help employees adhere to their life plan.

Consultation services

We have set up consultation desks that are readily accessible for employees experiencing any trouble, including for consultation on SOGI/LGBTQ+ and harassment matters and support for the work-life balance of employees with caregiving responsibilities.

Internal information infrastructure

We have developed infrastructure that allows employees to access necessary information in an easy-to-understand manner, including DE&I Portal, Guide Map for Childbirth and Childcare, and Guide Map for Caregiving.

Recruitment and development of diverse talents

• We actively hire human resources with diverse backgrounds to enhance our expertise and creativity in digital marketing.
• We use AI in the employee selection process to ensure an impartial assessment from a variety of perspectives.
• We provide opportunities that support continued learning and growth, respecting the career ownership of each employee.

Enabling inclusive and flexible workstyles

• We provide an environment where people with different attributes and backgrounds (sex, nationality, disability, age, childcare or caregiving responsibilities, etc.) can work in security.
• We promote work efficiency and internal communication with AI and digital tools.
  Example: Adoption of Slack, Notion, ChatGPT, Gemini, etc.
• We seek to create job opportunities including through Saitama Operation Center/Work Happiness Farm Saitama Omiya and support for athletes with disabilities.

Gender equality

Hakuhodo DY ONE is striving to realize a working environment where individual employees can work effectively with a sense of fulfilment, regardless of their gender. As part of this effort, we are taking measures to achieve gender equality.

Click here for key indicators

Contribution to local economies by supporting sports culture

Through sponsorships for professional sport teams and sport competitions, Hakuhodo DY ONE conducts various activities to revitalize local economies, promote exchanges with local communities and deepen mutual understanding. We thus strive to help promote a sports culture, and the development of local communities.

In-house awareness raising (DE&I, human rights)

• We endeavor to eliminate unconscious bias by organizing regular training sessions to deepen understanding of DE&I among the employees, including on unconscious bias, human rights due diligence and harassment.
• We share critical perspectives and challenges for promoting DE&I including through the Hakuhodo DY Group-wide Diversity Day and e-newsletters, and encourage employees to put what they learn into practice.

Developing the next generation of human resources

To help solve social issues in today’s fast-changing, unpredictable world, we support exploratory learning by the next generation to help them recognize their own potential and develop conceptualization skills and creativity for shaping the future.

Exploratory learning program for secondary school students
Hasso Camp

Hasso Camp is an exploratory learning program for secondary school students provided by the Hakuhodo DY Group as one of its social contribution activities. With the participation of employees specialized in various disciplines as lecturers, we help the students recognize their own personality and potential through experience in the Sei-katsu-sha Centric Mindset and creativity. We thus develop their conceptualization skills to come up with unimagined alternatives in an era without correct answers through an exercise that involves exploring and finding solutions to social issues that directly affect them.

Hasso Camp webpage Opens in a new window

Digital talent development

To build a foundation that supports the sustainable development of digital society, we nurture digital talents to create future innovation, thereby contributing to the productivity and growth of society as a whole.

Full Swan Cup to develop future digital marketers in Niigata

Since launching our Niigata office in 2019, we have been focusing on developing digital marketing talents in Niigata, with the support of the prefectural and municipal governments, as well as educational institutions. In 2023, we launched Full Swan Cup, a joint marketing competition for students co-organized with Albirex Niigata under the theme of “Filling the Denka Big Swan Stadium with Capacity Crowds.” With localized topics, we aim to initiate and involve the promising younger generation in digital marketing.

Zero One Grand Slam – a national programming competition for elementary schoolchildren

We are involved in the organization of a nationwide programming competition for elementary schoolchildren called Zero One Grand Slam. By promoting the development of programming education for elementary school pupils, we seek to help achieve “quality education,” Goal 4 of the Sustainable Development Goals (SDGs).

Zero One Grand Slam website Opens in a new window

Project-based learning program integrating theory and practice – an industry-academia partnership with Tohoku University

Hakuhodo DY ONE implements a project-based learning (PBL) program to develop data scientists in an industry-academia partnership with Tohoku University. To address the social issue of increasingly severe shortages of IT talents, we integrate our practical business knowledge with the advanced academic, scientific and educational capabilities of Tohoku University. We thus offer datasets integrating our expertise developed through business activities in the field for simulation in lectures for graduate students to provide them with an opportunity to perform actual data analysis. Through this initiative launched in 2018, we have been providing advanced data science education combining theory and practice, effectively contributing to the development of the next generation of leading talents.

Click here for further information

Contribution to diversity through business

Aiming for a society where different generations can thrive, we collect and analyze generation-specific insights guided by our Sei-katsu-sha Centric Mindset and Commitment to Partnership for publication in white papers, reports and seminars, among others.
Going forward, we will help clients put the insights into practice (communication design, creatives, operation) to promote actions toward social implementation.

Reiwa Senior Research Institute – specialized marketing unit to analyze and study the behavior of modern-day senior customers

Hakuhodo DY ONE’s Reiwa Senior Research Institute is a research unit that studies the behavior of older consumers today, who have become increasingly active in digital communication, defining them as “Reiwa seniors.” With over 80% of the senior population using social media with intense curiosity and seeking connections, the Institute reports on their actual situation through our unique surveys including the Reiwa Seniors White Paper. We also provide support for marketing with Granfluencers, or influencers of the senior generation. Through these activities, the Reiwa Senior Research Institute aims to make communication comfortable for both the senior population and society at large.

Webpage on services offered by the Reiwa Senior Research Institute

Hello Z – specialized unit to capture the situation of youth in support of marketing and creative production

Hakuhodo DY ONE’s Hello Z is a research unit specialized in marketing for the younger generation mostly composed of our junior members and students. As more people seek meaningful consumption focusing on the intrinsic value and social contribution of businesses amid increasingly diverse definitions of value, our unit performs deeper analyses of insights into youth today by listening to their actual opinions, and not simply relying on a “theory of generation.” Through these activities, we help clients achieve sustainable brand growth by designing optimal communications that resonate with younger people, thus building real and close ties between clients and the next generation.

Webpage on services offered by Hello Z