{"id":480,"date":"2022-07-29T18:39:24","date_gmt":"2022-07-29T09:39:24","guid":{"rendered":"https:\/\/workmill.jp\/en\/?post_type=webzine&#038;p=480"},"modified":"2023-09-05T17:42:32","modified_gmt":"2023-09-05T08:42:32","slug":"lifull-internal-branding-20220729","status":"publish","type":"webzine","link":"https:\/\/workmill.jp\/en\/webzine\/lifull-internal-branding-20220729\/","title":{"rendered":"How to Engage Employees in Company Values? &#8211; LIFULL\u2019s Internal Branding"},"content":{"rendered":"\n<p>Few people would argue against the importance of businesses having a core ideology. This defines why your company exists, and what its values to society will be. Businesses understand the importance of promoting these principles both internally and externally. That said, if asked whether their employees act in accordance with this core ideology, many companies would have difficulty giving a firm yes.<\/p>\n\n\n\n<p>Such companies may want to look to the initiatives taken by LIFULL Co. Ltd., a company known for LIFULL HOME\u2019S, one of the largest real estate and housing information websites in Japan. Originally known as NEXT, LIFULL adopted its current name in 2017. With a corporate message of \u201cMake every LIFE FULL\u201d, the company\u2019s business goal is to help solve the issues and challenges faced by individuals and society, in order to help people achieve happiness and peace of mind.<\/p>\n\n\n\n<p>In the first part of the article, I introduced various HR initiatives and trends that allow employees the freedom to live in a variety of ways, as well as the LivingAnywhere Commons project, a community that aims to help its members make a living how they want to, while living in the place of their choice. Such initiatives help create shared goals and ideologies in employees, and form the foundation that supports the actions of each individual.<\/p>\n\n\n<div class=\"kbl-internal-link \"><div class=\"wp-embed wp-embed-own post-476 webzine type-webzine status-publish has-post-thumbnail hentry category-article tag-remote-work tag-wellbeing tag-work-life-balance tag-workstyle pickup-pickup block-edited\">\n\n\t<p class=\"wp-embed-also-read\">\n\t\t<span>Related Article<\/span>\n\t<\/p>\n\n\t<div class=\"wp-embed-container\">\n\n\t\t\t\t\t<div class=\"wp-embed-featured-image\">\n\t\t\t\t<img loading=\"lazy\" decoding=\"async\" width=\"300\" height=\"200\" src=\"https:\/\/workmill.jp\/en\/wp-content\/uploads\/sites\/3\/2022\/07\/RemoteWorkBestLife-300x200.jpg\" class=\"attachment-medium size-medium\" alt=\"\" srcset=\"https:\/\/workmill.jp\/en\/wp-content\/uploads\/sites\/3\/2022\/07\/RemoteWorkBestLife-300x200.jpg 300w, https:\/\/workmill.jp\/en\/wp-content\/uploads\/sites\/3\/2022\/07\/RemoteWorkBestLife-768x511.jpg 768w, https:\/\/workmill.jp\/en\/wp-content\/uploads\/sites\/3\/2022\/07\/RemoteWorkBestLife.jpg 1000w\" sizes=\"auto, (max-width: 300px) 100vw, 300px\" \/>\t\t\t<\/div>\n\t\t\n\t\t<div class=\"wp-embed-body\">\n\n\t\t\t<p class=\"wp-embed-heading\">LivingAnywhere &#8211; LIFULL\u2019s Remote Work Management for Employee Wellbeing.<\/p>\n\n\t\t\t<p class=\"wp-embed-date\">\n\t\t\t\t<time datetime=\"2022.07.22\">2022.07.22<\/time>\n\t\t\t<\/p>\n\n\t\t\t<div class=\"wp-embed-excerpt\">\n\t\t\t\t<p>LIFULL Co., Ltd. is a company that develops business projects to help solve a number of social issues. Most famous is their real estate \/ housing information website, \u2019LIFULL HOME\u2019S\u2019, one of the top housing sites in Japan. In recent years, the company has garnered attention for its activities based on their corporate message \u201cMake [&hellip;]<\/p>\n\t\t\t<\/div>\n\n\t\t\t\t\t\t<a class=\"wp-embed-link btn btn-sm btn-secondary\" href=\"https:\/\/workmill.jp\/en\/webzine\/lifull-remote-work-living-anywhere-20220722\/\" target=\"_top\" aria-label=\"Continue reading LivingAnywhere &#8211; LIFULL\u2019s Remote Work Management for Employee Wellbeing.\">\n\t\t\t\tRead Article\t\t\t<\/a>\n\n\t\t<\/div>\n\n\t<\/div>\n\n\t\n\t<footer class=\"wp-embed-footer\">\n\t\t<div class=\"wp-embed-site-title\"><a href=\"https:\/\/workmill.jp\/en\" target=\"_top\"><img loading=\"lazy\" decoding=\"async\" src=\"https:\/\/workmill.jp\/en\/wp-content\/uploads\/sites\/3\/2021\/12\/cropped-wm-icon-32x32.png\" srcset=\"https:\/\/workmill.jp\/en\/wp-content\/uploads\/sites\/3\/2021\/12\/cropped-wm-icon-150x150.png 2x\" width=\"32\" height=\"32\" alt=\"\" class=\"wp-embed-site-icon\" \/><span>WORK MILL ENGLISH<\/span><\/a><\/div>\n\t\t<div class=\"wp-embed-meta\">\n\t\t\t\t\t<\/div>\n\t<\/footer>\n<\/div>\n<\/div>\n\n\n<p>To find out how LIFULL was able to have its employees engage in the company\u2019s most important values during a period of major transition that included a name change, I decided to cover their internal branding process.<\/p>\n\n\n\n<h3 class=\"is-style-wm wp-block-heading\"><strong>A Decision To Rename The Company<\/strong><\/h3>\n\n\n\n<p>On April 1st of 2017, NEXT Co., Ltd. commenced its pivotal rebranding process, changing its name to LIFULL Co., Ltd.<\/p>\n\n\n\n<p>Prior to the name change, the company operated under three separate names. NEXT, HOME\u2019S (it\u2019s primary service and the current LIFULL HOME\u2019S,) and LIFULL (the company\u2019s overseas and new business branch.) Following the company rebranding, all of the group\u2019s subsidiaries and services were brought together under the LIFULL master brand.<\/p>\n\n\n\n<p>In anticipation of this major project, Daisuke Miyata (Head of the Creative Strategy Office\u2019s Brand Management Group at the company\u2019s Creative Headquarters) was tasked with a special mission by Company President and Representative Director Takashi Inoue.<\/p>\n\n\n\n<figure class=\"wp-block-image size-full is-style-wm\"><img loading=\"lazy\" decoding=\"async\" width=\"760\" height=\"570\" src=\"https:\/\/workmill.jp\/en\/wp-content\/uploads\/sites\/3\/2022\/04\/ph_miyata-760x570-1.webp\" alt=\"Daisuke Miyata LIFULL\" class=\"wp-image-398\" srcset=\"https:\/\/workmill.jp\/en\/wp-content\/uploads\/sites\/3\/2022\/04\/ph_miyata-760x570-1.webp 760w, https:\/\/workmill.jp\/en\/wp-content\/uploads\/sites\/3\/2022\/04\/ph_miyata-760x570-1-300x225.webp 300w\" sizes=\"auto, (max-width: 760px) 100vw, 760px\" \/><figcaption><strong>Daisuke Miyata<\/strong> &#8211; Head of the Creative Strategy Office\u2019s Brand Management Group at Creative Headquarters<br>Joined NEXT Co., Ltd. (now LIFULL) in 2009. Strategic planning and starting up ToB\/ToC events for the Service Planning \/ Sales Strategy Division at HOME\u2019S Corporate Headquarters (now LIFULL HOME\u2019S.) Strategic planning and policy implementation for the company\u2019s Brand Promotion Division. New business start-up promotion for the company\u2019s in-house business proposal system. Was a major factor in the company\u2019s brand formulation and rebranding efforts as the company consolidated under the LIFULL name in 2017. Continues to promote brand formulation while working in the same company divisions.<\/figcaption><\/figure>\n\n\n<div class=\"kbl-internal-link \"><div class=\"wp-embed wp-embed-own post-396 webzine type-webzine status-publish has-post-thumbnail hentry category-article pickup-pickup block-edited\">\n\n\t<p class=\"wp-embed-also-read\">\n\t\t<span>Related Article<\/span>\n\t<\/p>\n\n\t<div class=\"wp-embed-container\">\n\n\t\t\t\t\t<div class=\"wp-embed-featured-image\">\n\t\t\t\t<img loading=\"lazy\" decoding=\"async\" width=\"300\" height=\"225\" src=\"https:\/\/workmill.jp\/en\/wp-content\/uploads\/sites\/3\/2022\/04\/ph_miyata-760x570-1-300x225.webp\" class=\"attachment-medium size-medium\" alt=\"\" srcset=\"https:\/\/workmill.jp\/en\/wp-content\/uploads\/sites\/3\/2022\/04\/ph_miyata-760x570-1-300x225.webp 300w, https:\/\/workmill.jp\/en\/wp-content\/uploads\/sites\/3\/2022\/04\/ph_miyata-760x570-1.webp 760w\" sizes=\"auto, (max-width: 300px) 100vw, 300px\" \/>\t\t\t<\/div>\n\t\t\n\t\t<div class=\"wp-embed-body\">\n\n\t\t\t<p class=\"wp-embed-heading\">Stay Curious About Everything &#8211; Daisuke Miyata (LIFULL)<\/p>\n\n\t\t\t<p class=\"wp-embed-date\">\n\t\t\t\t<time datetime=\"2022.04.26\">2022.04.26<\/time>\n\t\t\t<\/p>\n\n\t\t\t<div class=\"wp-embed-excerpt\">\n\t\t\t\t<p>WORK MILL offers inspiration to create your \u201cWORK GOOD,\u201d your own unique style of work. We carried out a survey with people who have been featured in past issues of the WORK MILL web magazine to find out what \u201cWORK GOOD\u201d means to each of them. What does &#8220;WORK GOOD&#8221; mean to you? What do [&hellip;]<\/p>\n\t\t\t<\/div>\n\n\t\t\t\t\t\t<a class=\"wp-embed-link btn btn-sm btn-secondary\" href=\"https:\/\/workmill.jp\/en\/webzine\/work-good-miyata-lifull-20220426\/\" target=\"_top\" aria-label=\"Continue reading Stay Curious About Everything &#8211; Daisuke Miyata (LIFULL)\">\n\t\t\t\tRead Article\t\t\t<\/a>\n\n\t\t<\/div>\n\n\t<\/div>\n\n\t\n\t<footer class=\"wp-embed-footer\">\n\t\t<div class=\"wp-embed-site-title\"><a href=\"https:\/\/workmill.jp\/en\" target=\"_top\"><img loading=\"lazy\" decoding=\"async\" src=\"https:\/\/workmill.jp\/en\/wp-content\/uploads\/sites\/3\/2021\/12\/cropped-wm-icon-32x32.png\" srcset=\"https:\/\/workmill.jp\/en\/wp-content\/uploads\/sites\/3\/2021\/12\/cropped-wm-icon-150x150.png 2x\" width=\"32\" height=\"32\" alt=\"\" class=\"wp-embed-site-icon\" \/><span>WORK MILL ENGLISH<\/span><\/a><\/div>\n\t\t<div class=\"wp-embed-meta\">\n\t\t\t\t\t<\/div>\n\t<\/footer>\n<\/div>\n<\/div>\n\n\n<p>\u201cDirector Inoue and I set the project in motion in January of 2016 in anticipation of consolidating under the master brand. We started by considering the pros and cons of consolidation, and proceeded with things such as changing the company name after giving thought to the various risks involved.\u201d (Miyata)<\/p>\n\n\n\n<p>He stated that their biggest concern was how the company\u2019s primary service, HOME\u2019S, would be affected. They deliberated how to maintain consistency when rebranding a service that was already well-known. A drop in recognition and utilization would be disastrous for a matching business. Increasing the length of the service\u2019s name was also a risky proposition from an SEO perspective.<\/p>\n\n\n\n<p>\u201cDespite this, we were intent on unifying the company under the LIFULL master brand in order for us to broadcast a consistent image of what we strive to be to both our employees and the outside world. While our company has always been very conscious of its management philosophy and policies, our plan was to take that a step further, and achieve a state where each of our employees is engaged in creating the future LIFULL is striving towards.\u201d (Miyata)<\/p>\n\n\n\n<h3 class=\"is-style-wm wp-block-heading\"><strong>Challenges to Communicate Numerous Important Messages<\/strong><\/h3>\n\n\n\n<p>Starting in 2018, LIFULL began to promote its new brand purpose externally.<\/p>\n\n\n\n<p><em>\u201cWe see unaddressed problems as an opportunity for a richer life, if looked at from a different perspective. Our mission is to become a company that allows people to realize their ideal lifestyle when faced with unlimited possibilities. \u201c<\/em><\/p>\n\n\n\n<p>This was LIFULL declaring their mission statement to the world. On the other hard, Miyata recalled having some difficulties implementing these principles within the company.<\/p>\n\n\n\n<p>\u201cThere were a wide range of topics covered by the company policy, philosophy, vision, guidelines, brand purpose, messages, and keywords. I think we struggled to achieve a complete understanding of all of these throughout the organization. We received questions from our employees about things like the function of our company purpose, and how it differed from the management philosophy. This was a challenge stemming from our desire to promote a number of different messages we felt were important.\u201d (Miyata)<\/p>\n\n\n\n<p>These messages would lose their meaning, however, if the company\u2019s employees were unable to fully digest them. After taking this into consideration, LIFULL made the decision to no longer use the word \u2018company purpose,\u2019 and instead reorganized the different company messages into a single New Company Statement, which it published in October 2020. The company also released a brand movie, titled <a href=\"https:\/\/www.youtube.com\/watch?v=RGMsl0_5Ea8\">LIFULL VISION 2025<\/a>, to coincide with the New Company Statement.<\/p>\n\n\n\n<figure class=\"wp-block-image size-large is-style-wm\"><a href=\"https:\/\/lifull.com\/en\/brand\/\" target=\"_blank\" rel=\"noopener\"><img decoding=\"async\" src=\"https:\/\/workmill.jp\/jp\/wp-content\/uploads\/sites\/2\/2021\/03\/ph02_lifull2.jpg\" alt=\"LIFULL Company Statement\" class=\"wp-image-33681\" \/><\/a><figcaption> Full text of LIFULL\u2019s New Company Statement (English Version Here)<\/figcaption><\/figure>\n\n\n\n<p>October 2020 was also the timing of LIFULL\u2019s updated medium-term management plan announcement. The New Company Statement and brand movie were meant to work in concert with the updated company plan.<\/p>\n\n\n\n<p>\u201cUp until then, our company statements had focused on more abstract messages, such as reducing people\u2019s inconvenience and insecurity. With the new medium-term management plan, we changed our focus to \u201csocial issues,\u201d and made a specific declaration to solve <em>100 different social issues<\/em>, both within the company, as well as externally through co-creation. This was a message that we would look carefully at both individuals and society at large in order to find problems that need solving.\u201d (Miyata)<\/p>\n\n\n\n<figure class=\"wp-block-image size-large is-style-wm\"><img decoding=\"async\" src=\"https:\/\/workmill.jp\/jp\/wp-content\/uploads\/sites\/2\/2021\/03\/ph03_lifull2.jpg\" alt=\"LIFULL VISION 2025 \" class=\"wp-image-33689\" \/><figcaption>Taken from <a href=\"https:\/\/www.youtube.com\/watch?v=RGMsl0_5Ea8\">the company\u2019s brand movie, LIFULL VISION 2025<\/a> <\/figcaption><\/figure>\n\n\n\n<h3 class=\"is-style-wm wp-block-heading\"><strong>Creating Opportunities for Discussion Increases Engagement<\/strong><\/h3>\n\n\n\n<p>What is the importance of internal branding efforts taken by companies to provide their employees with a clear understanding of company messages? Mr. Miyata points out the \u2018significance of not simply delivering a message to employees, but rather making it something that concerns them personally, and connecting that to the actions they take.\u2019<\/p>\n\n\n\n<p>\u201cIn LIFULL\u2019s case, I feel the main challenge is how engaged can we get our employees to be in the social issues stated in our New Company Statement. While it\u2019s difficult to define success in terms of internal branding, our main focus is coming up with initiatives that align our employees personally with the direction the company wants to go.\u201d (Miyata)<\/p>\n\n\n\n<p>LIFULL is currently moving forward with a number of initiatives based on this thinking.<\/p>\n\n\n\n<p>One example of this is the company mixer events. Held four times yearly, these events are open to all company employees. At these mixers, company representative\u2019s talk about the sentiments found in the New Company Statement, and participants discuss topics such as \u2018social issues that affect those close to us.\u2019<\/p>\n\n\n<div id=\"gutenslider-2jgmj0edg\" class=\"wp-block-eedee-block-gutenslider gs-frontend content-change alignnone arrow-style-1 arrow-position-sides arrow-mb-none arrows-lg arrows-md arrows-sm dot-style-1 dots-lg dots-md dots-sm dot-position-bottom is-position-center-center mb-none wrap-auto-height\" data-parallax-direction=\"down\" data-parallax-amount=\"1.3\" data-lg-transition=\"lg-slide\" data-hash=\"\" ><div class=\"eedee-swiper-outer\" style=\"--gutenslider-min-height: 50vh;--gutenslider-arrow-size: 30px;--gutenslider-dot-size: 25px;--gutenslider-arrow-color: #ffffff;--gutenslider-dot-color: #ffffff;--gutenslider-padding-y-mobile: 40px;--gutenslider-padding-x-mobile: 40px;--gutenslider-padding-y-tablet: 40px;--gutenslider-padding-x-tablet: 40px;--gutenslider-padding-y-desktop: 40px;--gutenslider-padding-x-desktop: 40px;--gutenslider-bg-image: url();--gutenslider-min-height-md: 50vh;--gutenslider-min-height-sm: 50vh;--gutenslider-padding-x: 40px;--gutenslider-padding-x-md: 40px;--gutenslider-padding-x-sm: 20px;--gutenslider-padding-y: 40px;--gutenslider-padding-y-md: 40px;--gutenslider-padding-y-sm: 20px;--gutenslider-arrow-size-md: 30px;--gutenslider-arrow-size-sm: 30px;--gutenslider-dot-size-md: 25px;--gutenslider-dot-size-sm: 25px;--gutenslider-arrow-bg-color: transparent;--gutenslider-arrow-hover-color: #eeeeee;--gutenslider-arrow-bg-hover-color: transparent;--gutenslider-arrow-x-offset: 10px;--gutenslider-arrow-x-offset-md: 10px;--gutenslider-arrow-x-offset-sm: 10px;--gutenslider-arrow-y-offset: 0px;--gutenslider-arrow-y-offset-md: 0px;--gutenslider-arrow-y-offset-sm: 0px;--gutenslider-arrow-x-spacing: 0px;--gutenslider-dot-y-offset: 10px;--gutenslider-dot-y-offset-md: 10px;--gutenslider-dot-y-offset-sm: 10px;--gutenslider-margin-x: 0px;--gutenslider-margin-x-md: 0px;--gutenslider-margin-x-sm: 0px;--gutenslider-margin-y: 0px;--gutenslider-margin-y-md: 0px;--gutenslider-margin-y-sm: 0px;--gutenslider-divider-top: 60px;--gutenslider-divider-bottom: 60px;--gutenslider-lightgallery-bg: #ffffff;--gutenslider-lightgallery-font: #000000;--gs-first-pos: 50% 50%;--gs-gap-vertical: var( --wp--style--gallery-gap-default, var( --gallery-block--gutter-size, var( --wp--style--block-gap, 0.5em ) ) );--gs-gap-horizontal: var( --wp--style--gallery-gap-default, var( --gallery-block--gutter-size, var( --wp--style--block-gap, 0.5em ) ) );\"><div class=\"gutenslider-divider-top\" style=\"color:#fff;\"><\/div><div class=\"swiper\" data-settings='{\"autoplay\":{\"delay\":3000,\"pauseOnMouseEnter\":true,\"disableOnInteraction\":false},\"speed\":700,\"direction\":\"horizontal\",\"autoHeight\":\"\",\"loop\":true,\"centeredSlides\":true,\"spaceBetween\":0,\"slidesPerView\":1,\"slidesPerGroup\":1,\"effect\":\"slide\",\"coverflowEffect\":{\"rotate\":30,\"slideShadows\":false,\"depth\":100,\"stretch\":50,\"modifier\":1},\"fadeEffect\":{\"crossFade\":true},\"zoom\":\"\",\"navigation\":{\"nextEl\":\"#gutenslider-2jgmj0edg .eedee-gutenslider-next\",\"prevEl\":\"#gutenslider-2jgmj0edg .eedee-gutenslider-prev\"},\"pagination\":{\"type\":\"bullets\",\"clickable\":true,\"dynamicBullets\":false,\"el\":\"#gutenslider-2jgmj0edg .eedee-gutenslider-pagination\"},\"pauseOnHover\":\"1\",\"watchSlidesProgress\":true,\"watchSlidesVisibility\":true,\"settingsMd\":{\"autoHeight\":\"\",\"slidesPerView\":1,\"slidesPerGroup\":1,\"spaceBetween\":0,\"loop\":true},\"settingsLg\":{\"autoHeight\":\"\",\"slidesPerView\":1,\"slidesPerGroup\":1,\"spaceBetween\":0,\"loop\":true},\"hasLg\":false,\"hasLgCounter\":true,\"isFullScreen\":false,\"arrowsFollowMouse\":false,\"lgTitle\":\"none\",\"lgCaption\":\"none\",\"lgThumbnails\":true,\"lgZoomEnabled\":false,\"keyboard\":{\"keyboard\":{\"enabled\":true,\"onlyInViewport\":true}},\"hashNavigation\":false,\"dividers\":false}'><div class=\"swiper-wrapper\">\n<div class=\"swiper-slide wp-block-eedee-block-gutenslide is-position-center-center ed-bg-image\" style=\"--ed-vw:;--ed-vh:;\" data-hash=\"\"><div class=\"eedee-background-div bg-image\"><img class=\"wp-image-33696\" src=\"https:\/\/workmill.jp\/jp\/wp-content\/uploads\/sites\/2\/2021\/03\/ph04_lifull2.jpg\" alt=\"\" decoding=\"async\" style=\"object-fit: cover; object-position: 50% 50%;\"  \/><div class=\"eedee-background-div__overlay\" style=\"opacity:1;\"><\/div><\/div><div class=\"slide-content\">\n\n<p class=\"has-text-align-center has-larger-font-size\"><\/p>\n\n<\/div><\/div>\n\n<div class=\"swiper-slide wp-block-eedee-block-gutenslide is-position-center-center ed-bg-image\" style=\"--ed-vw:;--ed-vh:;\" data-hash=\"\"><div class=\"eedee-background-div bg-image\"><img class=\"wp-image-33700\" src=\"https:\/\/workmill.jp\/jp\/wp-content\/uploads\/sites\/2\/2021\/03\/ph05_lifull2.jpg\" alt=\"\" decoding=\"async\" style=\"object-fit: cover; object-position: 50% 50%;\"  \/><div class=\"eedee-background-div__overlay\" style=\"opacity:1;\"><\/div><\/div><div class=\"slide-content\">\n\n<p class=\"has-text-align-center has-larger-font-size\"><\/p>\n\n<\/div><\/div>\n\n<div class=\"swiper-slide wp-block-eedee-block-gutenslide is-position-center-center ed-bg-image\" style=\"--ed-vw:;--ed-vh:;\" data-hash=\"\"><div class=\"eedee-background-div bg-image\"><img class=\"wp-image-33703\" src=\"https:\/\/workmill.jp\/jp\/wp-content\/uploads\/sites\/2\/2021\/03\/ph06_lifull2.jpg\" alt=\"\" decoding=\"async\" style=\"object-fit: cover; object-position: 50% 50%;\"  \/><div class=\"eedee-background-div__overlay\" style=\"opacity:1;\"><\/div><\/div><div class=\"slide-content\">\n\n<p class=\"has-text-align-center has-larger-font-size\"><\/p>\n\n<\/div><\/div>\n\n<div class=\"swiper-slide wp-block-eedee-block-gutenslide is-position-center-center ed-bg-image\" style=\"--ed-vw:;--ed-vh:;\" data-hash=\"\"><div class=\"eedee-background-div bg-image\"><img class=\"wp-image-33707\" src=\"https:\/\/workmill.jp\/jp\/wp-content\/uploads\/sites\/2\/2021\/03\/ph07_lifull2.jpg\" alt=\"\" decoding=\"async\" style=\"object-fit: cover; object-position: 50% 50%;\"  \/><div class=\"eedee-background-div__overlay\" style=\"opacity:1;\"><\/div><\/div><div class=\"slide-content\">\n\n<p class=\"has-text-align-center has-larger-font-size\"><\/p>\n\n<\/div><\/div>\n<\/div><\/div><button class=\"eedee-gutenslider-nav eedee-gutenslider-prev\"><svg xmlns=\"http:\/\/www.w3.org\/2000\/svg\" viewBox=\"0 0 24 24\" width=\"24\" height=\"24\"><circle class=\"bg\" cx=\"13\" cy=\"12\" r=\"11\" \/><path fill=\"none\" d=\"M0 0h24v24H0z\"\/><path class=\"arrow\" d=\"M10.828 12l4.95 4.95-1.414 1.414L8 12l6.364-6.364 1.414 1.414z\"\/><\/svg><\/button><button class=\"eedee-gutenslider-nav eedee-gutenslider-next\"><svg xmlns=\"http:\/\/www.w3.org\/2000\/svg\" viewBox=\"0 0 24 24\" width=\"24\" height=\"24\"><circle class=\"bg\" cx=\"11\" cy=\"12\" r=\"11\" \/><path fill=\"none\" d=\"M0 0h24v24H0z\"\/><path class=\"arrow\" d=\"M13.172 12l-4.95-4.95 1.414-1.414L16 12l-6.364 6.364-1.414-1.414z\"\/><\/svg><\/button><div class=\"eedee-gutenslider-pagination\"><\/div><div class=\"gutenslider-divider-bottom \" style=\"color:#fff;\"><\/div><\/div><\/div>\n\n\n<p>\u201cEven within the same company, each individual is obviously going to have different ideas about things. Thinking about things from only one\u2019s own point of view will lead to having a narrower perspective on work matters. With the company mixers, we give employees the opportunity to freely think about and discuss social issues without being hung up on their own work responsibilities. We often discuss issues that concern the future of the company as well.\u201d (Miyata)<\/p>\n\n\n\n<p>He also stated that they implement middle management training courses, and also hold workshops to help employees better relate to the New Company Statement. The opinions and points of view gained at such functions are also used in daily 1 on 1 interactions with employees, and they try to spread the habit of thinking about issues as a personal matter.<\/p>\n\n\n\n<p>What kind of future does LIFULL hope their internal branding initiatives will lead to?<\/p>\n\n\n\n<p>\u201cI get a sense that LIFULL\u2019s values are being well received throughout the company. By improving the motivation of our employees with regards to the range and speed of LIFULL\u2019s current and future business developments, we hope to contribute directly to the betterment of society. Taking a serious approach towards social issues is highly correlated with increasing the value of our business and services.\u201d (Miyata)<\/p>\n\n\n\n<hr class=\"wp-block-separator has-css-opacity is-style-dots\" \/>\n\n\n\n<p class=\"has-text-align-right\">Updated July 29, 2022<br>Interview took place in January, 2021<\/p>\n\n\n\n<p>Article by <a href=\"https:\/\/shinsuke-tada.com\/\">Shinsuke Tada<\/a><\/p>\n","protected":false},"excerpt":{"rendered":"<p>Few people would argue against the importance of businesses having a core ideology. This defines why your company exists, and what its values to society will be. Businesses understand the importance of promoting these principles both internally and externally. That said, if asked whether their employees act in accordance with this core ideology, many companies [&hellip;]<\/p>\n","protected":false},"author":12,"featured_media":481,"template":"","meta":[],"categories":[2],"tags":[24,73,66,28],"pickup":[8],"class_list":["post-480","webzine","type-webzine","status-publish","has-post-thumbnail","hentry","category-article","tag-leadership","tag-management","tag-purpose","tag-workstyle","pickup-pickup","block-edited"],"yoast_head":"<!-- This site is optimized with the Yoast SEO plugin v27.4 - https:\/\/yoast.com\/product\/yoast-seo-wordpress\/ -->\n<title>How to Engage Employees in Company Values? - LIFULL\u2019s Internal Branding - WORK MILL ENGLISH<\/title>\n<meta name=\"description\" content=\"How was LIFULL able to have its employees engage in the company\u2019s most important values during a period of major transition?\" \/>\n<meta name=\"robots\" content=\"index, follow, max-snippet:-1, max-image-preview:large, max-video-preview:-1\" \/>\n<link rel=\"canonical\" href=\"https:\/\/workmill.jp\/en\/webzine\/lifull-internal-branding-20220729\/\" \/>\n<meta property=\"og:locale\" content=\"en_US\" \/>\n<meta property=\"og:type\" content=\"article\" \/>\n<meta property=\"og:title\" content=\"How to Engage Employees in Company Values? 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