From left: Okouchi-san, Kishimoto-san, Okajima-san
About Daiko Co., Ltd.
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An advertising company under the umbrella of Hakuhodo DY Holdings, with headquarters in Osaka and Tokyo.
Deep Dialogue Design: We create "customer value" through marketing and creative design based on deep dialogue, and support the creation of brands that will be loved for a long time.
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Name and affiliation of the person interviewed
- Naomi Kishimoto, Director, Incubation Center, Future Co-Creation Bureau, Future Co-Creation Headquarters, Daikokusha Co., Ltd.
- Hitomi Okajima, General Manager, 4th Group, Strategic Planning Department, Solution Design Division, Daiko Co., Ltd.
- Haruka Okouchi, Labor Planning Department, Human Resources Strategy Bureau, Daiko Co., Ltd.
Daiko Co. , Ltd. (hereinafter referred to as Daiko) is an advertising agency that faces the challenges of a diverse range of clients. In recent years, the company has been focusing on creating a work environment that respects the well-being of each employee . In particular, the company is focusing on promoting women's participation in the workforce and DE&I (Diversity, Equity & Inclusion) . In this context, the company decided to introduce " EggU " (Egg Egg Count Test Kit and Online Counseling with Experts), provided by BeLiebe , as a tool to support employees in making life stage choices.
This time, we spoke with Kishimoto, Okajima, and Okouchi from the COCO Project, a project to create a workplace where everyone at Daiko can work freely, about the background to the use of EggU, the reaction within the company, and future prospects.
DE&I Promotion Initiatives
Daiko started a project to promote women's participation in the workplace about 10 years ago, with the help of volunteers from the workforce. Although progress has been made in establishing systems and environments, there is still a gap between "being in place" and "being utilized," says Kishimoto, sub-manager of the COCO project.
"Of course, we're grateful that the system exists, but we often hear people say, 'I don't know how to use it.' That's why, as people on the ground, we've acted based on their real feelings ."
Behind the scenes of creating the system, there are also concerns about the differences in enthusiasm and sense of speed between the HR department and the field staff. Nevertheless, the COCO Project values the spirit of "just give it a try," and has been able to realize initiatives such as Children's Open Day.
Meeting EggU made me realize the support I had been missing
The impetus for introducing EggU came from a combination of Kishimoto's own realizations and the real feedback he received from his employees.
"When I mentioned that I had had a bridal check-up in the past, my junior colleagues kept asking me, 'Where did you have it done?' I realized, 'Oh, this is actually something that everyone is struggling with.' That's when I found out about EggU, and I thought that the test would be easy to do and would be an opportunity to learn more about my own body ."
When they recruited EggU users, they received nearly 40 applications for a space of 10. They were surprised to see how much interest there was, and at the same time, they realized that this was a topic that everyone felt was relevant to them .
"We've always provided generous support for things that are really needed right now, like childcare and elderly care . But we haven't done much to support people who aren't yet pregnant or who are single. EggU really fit that gaping hole."
Employees' feedback on "time to reflect on yourself"
Employees who have used EggU have given the following feedback:
" I had time to think carefully about my body ."
" I now have more perspectives to consider about my career ."
" I feel a little better now that I've had the opportunity to speak to an expert."
" It's rare for a hospital to take the time to give you advice like that ."
Okajima says:
"Things like marriage and pregnancy tend to be seen as 'personal matters,' but the truth is that many people worry and get lost when it comes to balancing their work and marriage. Services like EggU give you the peace of mind that comes from knowing that 'the company is there to support you.' For me personally, having a service like this makes me feel like I have someone to think about it with ."
In a survey conducted after the introduction, many people responded with comments such as "I want it to continue" and "I want it to reach more people."
The sense of security of having an atmosphere where people can talk
"EggU has created an atmosphere where people feel like it's okay to talk about these kinds of things," says Okouchi.
"Talking to someone and listening to their experiences is actually the most reassuring thing."
We want to be a company that supports not only the way people work, but also the way they live - this idea is gradually taking shape through the introduction of EggU.
To be a company that supports people's lifestyles
They want to be a company that supports not only the way people work, but also the way people live. These words from the three employees convey the importance of "being considerate to each individual" more than simply establishing systems.
"Having a tool like EggU creates an atmosphere where people feel like, 'Maybe I should ask about it.' Even if it's a sensitive topic, just being able to talk to someone about it, or having someone say, 'Me too!' is a huge relief. I think creating that kind of friendly culture is really important for companies going forward." (Okouchi)
The introduction of EggU is not just a "system." It makes it "normal" to discuss and worry about sensitive topics with others, rather than having to deal with them alone . BeLiebe will support you in fostering this atmosphere.
"There's someone in the company I can talk to" or "I'm not alone." I think that small reassurance can lead to someone taking the next step .