Study of professional social networks in Japan
In a country where business cards remain a pillar of professional exchanges, social networks like LinkedIn and Wantedly are gradually transforming practices.
While LinkedIn dominates the global professional networking market with over a billion users, its penetration in Japan remains limited, especially compared to local competitors like Wantedly. This contrast reflects Japanese cultural particularities and offers a fascinating insight into the challenges and opportunities in this sector.
LinkedIn: A tool for internationalization
In Japan, LinkedIn has about 4 million users, mainly from large companies or with international expertise.
Since its acquisition by Microsoft in 2016, LinkedIn has continued to refine its positioning as a global platform for direct recruiting and professional networking.
How can LinkedIn transform recruitment in large Japanese companies?
Direct recruitment: LinkedIn allows you to identify and contact talents directly, an ideal approach for rare or international profiles.
Global Visibility: Company Pages on LinkedIn help strengthen employer branding internationally.
Access to bilingual profiles: Many LinkedIn users in Japan have English skills, a key asset for global businesses.
A parallel can be drawn with Facebook, whose launch in Japan was met with skepticism, before establishing itself with 28 million active users. LinkedIn could follow a similar trajectory, particularly thanks to the increasing digitalization of recruitment processes.
Wantedly: The local alternative focused on empathy
Created in 2010, Wantedly offers a unique vision of professional networks. More than a recruitment tool, this platform promotes corporate culture and the mission of organizations. Its 3.39 million users, mostly Millennials and members of Generation Z, are looking for opportunities aligned with their values.
The strong points of Wantedly:
A focus on youth: 32% of users are engineers, and the majority are between 20 and 30 years old.
An emotional approach: Job ads emphasize the company's vision, rather than material benefits like salary.
Simplicity and engagement: The focus is on discovery and empathy, making it a particularly attractive tool for startups and SMEs.
For businesses looking to navigate between these two options:
Using LinkedIn for Global Recruiting: A company looking for bilingual talent or wanting to develop international relationships should invest in LinkedIn.
Capitalize on Wantedly for young talent: Startups and tech companies can attract creative and engaged profiles by adopting Wantedly’s unique tone and features.
The Future of Professional Social Networking in Japan
As digitalization continues to redefine professional interactions, LinkedIn and Wantedly offer complementary opportunities for Japanese and foreign companies.
By combining these two platforms, these companies can expand their talent pool and adapt to a rapidly changing job market in Japan.
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