What WINWIN does

WINWIN Co., Ltd. (株式会社ウインウイン) is a Japanese private HR services and advertising agency founded in December 2001 in Kobe by Representative Director Masaru Uotani, a former Recruit employee who established the firm after the 1995 Great Hanshin-Awaji Earthquake. The company operates across three primary business pillars: HR solutions (RPO/BPO outsourcing, job advertising agency services across Indeed, Indeed PLUS, Airワーク, リクナビ, Yagish's yagioffer, and SNS advertising; licensed recruitment placement; proprietary aptitude testing via Welcome and Welcome-K; and individual job-seeker support), promotion services (the Unyo! free-paper portal with 850+ publications, web production, web advertising, and mass-media/transit advertising), and government contracting (regional revitalization, disaster recovery hiring, U/I-turn promotion, and workplace cancer prevention programs). Its core technology consists of the proprietary Welcome/Welcome-K aptitude tests — measuring business math skills, emotional aptitude, and behavioral values with a ValueFinder culture-fit module — plus platform integrations across Indeed, Recruit, and Yagish ecosystems.

The company makes money through project-based and retainer fees for RPO/BPO engagements, placement fees as a licensed employment agency (license 28-ユ-300255), commissions on managed job-ad spend via partner platforms (as an Indeed Gold Partner and Recruit Top Partner), per-test or subscription fees for aptitude testing, project fees for web/creative production, and government contract awards. Customer segments span large enterprises (major insurance, logistics, F&B, and staffing firms), SMEs, national and local government entities, and individual job seekers in the 20s/30s demographic. Distribution is sales-led across 11 nationwide offices (Kobe HQ, Tokyo, Osaka, Yokohama, Nagoya, Omiya, Fukuoka, Sapporo, plus Fukushima, Tamura, and Kochi regional offices), supplemented by partner channels and a self-service website inquiry portal. The company holds Privacy Mark certification and Eruboshi Level 3 certification, and approximately 70% of its employees are women.

Name

WINWIN

Legal name

株式会社ウインウイン

Website

https://winwin-ad.com

Company type

Private

Founded year

2001

Operating status

Operating

Headcount range

1–10 employees

Short description

WINWIN is a Japanese HR services and promotion agency that delivers RPO/BPO outsourcing, recruitment placement, aptitude testing, job advertising, and government contracting to enterprises, SMEs, and public-sector clients across Japan via an 11-office nationwide network and elite platform partnerships.

Ownership category

akta.pro rank

Product category

Recruitment and HR Services

NAICS

Employment Placement Agencies (561311), Employment Placement Agencies and Executive Search Services (56131), Employment Services (5613)

SIC

Services-Employment Agencies (7361), Services-Advertising Agencies (7311)

akta.pro primary industry

High-Volume / Hourly & Frontline RPO (BPACABAG)

akta.pro secondary industries

Talent Acquisition (Recruiting) & Applicant Tracking (ATS) (BPACAPAD), Enterprise RPO (End-to-End Program Management) (BPACABAA), Recruiting Administration Outsourcing (Recruitment Support, Scheduling, Onboarding Ops) (BPACAKAG), Remote & Global/Multilingual Direct Hire (BPACAFAO), Onsite / Embedded RPO (In-House Recruiter Teams) (BPACABAD)

Keywords

• Recruitment process outsourcing
• Talent placement services
• Job advertising agency
• Aptitude assessment testing
• Promotional advertising services

Headquarters

HQ city

Tokyo

HQ country

Japan

HQ region

Asia

Offices11 records

Markets served

GTM type

B2B

Offering type

Services

Cost components

Personnel, Marketing or Sales, Operations, Technology or R&D, Infrastructure

Revenue model

1. RPO/BPO Services (採用代行・BPO): Comprehensive recruitment process outsourcing covering the full hiring lifecycle including media selection, job posting, applicant management, screening, interview scheduling, and selection support. Revenue is generated through project-based or retainer service fees tailored to client scale and scope.
2. Recruitment Agency (人材紹介): Fee-based placement services for 20s/30s job seekers. WINWIN acts as a licensed employment agency (license: 28-ユ-300255) matching candidates with client companies. Revenue is generated through placement fees, typically a percentage of the placed candidate's annual salary.
3. Job Advertising Agency (求人広告代理): WINWIN serves as an authorized agent for platforms including Indeed, Indeed PLUS, Airワーク, リクナビ, and yagioffer. Revenue is generated through commissions and agency fees from these platforms. As an Indeed Gold Partner and Recruit Top Partner, the company earns commissions on ad spend managed on behalf of clients.
4. Promotion & Advertising (プロモーション事業): Web production, web advertising, Unyo! free paper portal, mass media (CM, radio, newspapers), transit advertising, and promotional material production. Revenue is generated through project fees for creative/production work and media buying commissions.
5. Government Contracting (行政業務受託): WINWIN contracts with national and local government entities for HR and regional revitalization projects including disaster recovery hiring support (Fukushima), regional talent attraction (Kochi, Okayama), and workplace cancer prevention programs. Revenue is generated through government contracts and project grants.
6. Global Talent Recruitment (グローバル人材紹介): Introduction of foreign nationals with work visas and specified skilled worker status to Japanese companies. Services include sourcing, visa processing support, arrival coordination, housing assistance, and administrative procedures. Revenue is generated through placement fees and service charges.
7. Individual Job Support (个人向けお仕事支援): Free job placement service for individual job seekers (20s/30s), introducing candidates from a database of 3,000+ job listings. Revenue from employers who pay for placement services; free to job seekers.
8. Employment Testing (採用検査): Sale and administration of proprietary aptitude tests (Welcome and Welcome-K) to corporate clients for candidate assessment during hiring. Revenue is generated through per-test fees or subscription to the testing platform.

Pricing tiers

Go-to-market motion3 records

Distribution channels7 records

Marketing channels10 records

Core offering

WINWIN is a Japanese HR services and creative agency that delivers end-to-end recruitment solutions (RPO/BPO, job advertising agency across Indeed/Recruit/Yagish/SNS, talent placement, global talent recruitment, aptitude testing via its proprietary Welcome/Welcome-K suite), promotional/advertising services (the Unyo! free paper portal, web production, web ads, mass media), and government contracting for HR and regional revitalization projects. The company serves SMEs, large enterprises, and government entities through 11 offices across Japan under its licensed employment agency operations.

Product overview

WINWIN（株式会社ウインウイン）は、2001年設立の人材採用・プロモーション企業。主力の採用関連事業（HR solution）は採用支援・代行（RPO）と求人メディアの俩軸で構成され、求人メディアはIndeed、Indeed PLUS、Airワーク、リクナビ、yagioffer、Instagram広告等の多チャネルを展開。採用検査ツールの「Welcome」「Welcome-K」、フリーペーパーポータルサイト「Unyo!」を含むプロモーション事業、Web広告・网站建设等のサービスを提供する。

Differentiator

Problem solved

Functional benefit

Brands

• Unyo!: A free paper/town magazine portal site operated by WINWIN, featuring over 850 publications nationwide for advertising and promotional services.

Products and services

• Recruitment Support and Outsourcing (RPO/BPO) End-to-end recruitment outsourcing for Japanese employers covering target persona definition, persona design, media selection, applicant intake and screening, interview scheduling, entry management, and selection support. Serves SMBs to large enterprises requiring full hiring-lifecycle support.
• Job Media Agency and SNS Advertising Authorized agency services for Indeed, Indeed PLUS, Airワーク, リクナビ, yagioffer, and Instagram advertising — providing recruitment campaign strategy, creative, and management for employers across multiple channels.
• Talent Placement Service (Human Resources Introduction Agency) Fee-based placement service for 20s/30s job seekers across industries, operating as a licensed employment agency (license 28-ユ-300255). Focused on the Tokyo metropolitan and Kansai regions.
• Global Talent Recruitment (Global HR Introduction) Introduction of foreign nationals with work visas and specified skilled worker status to Japanese companies, covering 14 specified skilled worker sectors. Includes visa application support, arrival coordination, housing, and administrative procedures.
• Welcome Employment Aptitude Test Proprietary aptitude test measuring three domains: Business Math Skills (BMS), Emotional Aptitude (EA) for interpersonal performance, and Behavioral Values (BV) including stress risk and corporate culture fit. Includes ValueFinder for culture-fit visualization. Used by corporate clients to assess candidate suitability.
• Welcome-K Aptitude Test for Part-Time/Contract Workers Lightweight aptitude/suitability test tailored for part-time, contract, and temporary workers. Delivered via smartphone/PC, measures stress tolerance and mental resilience, with Excel export for high-performer/low-performer tracking.
• Unyo! Free Paper Portal Site Nationwide free paper/town paper portal site listing 850+ publications. Enables advertisers to search and contact free paper publishers by region and target demographic, and allows publishers to manage listings via a dedicated portal.
• Website Production and Operations Production and operation of corporate sites, recruitment-specific landing pages, and job portals. Includes SEO optimization aligned with latest Google algorithms, ongoing operation support, and CMS management.
• Web Advertising Services Instagram ads, Facebook ads, geo-targeting ads, and listing/display ads. Delivered with AI-enabled distribution targeting analysis and effect measurement by Web Analytics certified staff.
• Other Promotion Services Mass media advertising (CM, radio, newspapers), transit advertising, free paper and pamphlet production, and handling of regional information media across 850+ free paper publications nationwide.
• Government Contracting Services Government-contracted services leveraging WINWIN's recruitment know-how — including regional revitalization projects (Fukushima disaster recovery hiring, Kochi/Okayama U/I-turn talent attraction, regional employer support) and workplace health initiatives (cancer prevention, freelancer protection). Clients include national ministries, Hyogo/Fukushima/Kochi/Okayama prefectures, and Kobe City.
• Individual Job Support Service Free job matching service for individual job seekers (primarily 20s/30s), including first-time employees, former freelancers, and career changers. Access to 3,000+ job listings with resume preparation and interview coaching support. Free to job seekers; employers pay placement fees.
• yagioffer Direct Job Offer Service Authorized-agent service enabling companies to send direct job offers to 1M+ registered users of the Yagish online resume platform. Offers at ¥10,000 per offer sent; active targeting of job seekers who have built resumes on Yagish.

Quantifiable outcome

• Improved interview-setting rates from ~60% to 87%+ and interview-attendance rates from ~50% to ~70% for logistics client after switching RPO providers.
• +5 more outcomes

Named customers9 records

Segments5 records

Ideal customer profiles4 records

Technology focussed No

API detail

Has API

No

API docs

API detail

Core technology

AI maturity

App detail

Feature4 records

Partnerships

Five partnerships are on record, tiered core and flagship.

• Indeed Japan株式会社 (Indeed)coreChannel Partner/ Reseller/ Distributor · 1 October 2024WINWIN is an official Indeed certified partner holding Gold tier status (as of October 2024), one of approximately 45 elite partners out of ~250 total certified partners in Japan. WINWIN sells, implements, and manages Indeed and Indeed PLUS job advertising campaigns, providing specialized sales consultation, media creative development, and customer success services. The partnership involves a three-team structure: recruitment consultants, customer success managers, and media creative specialists.
• 大同火災海上保険株式会社 (Daido Kaijo Fire & Marine Insurance)flagshipGTM or Marketing Partner · 15 January 2024WINWIN entered a business partnership with Daido Kaijo (member of T&D Insurance Group) to offer Human Resources Recruitment and Development Support Services to SMEs through Daido Kaijo's nationwide branch network. Services include free HR consultation (人材よろず相談) and four paid services targeting enterprise members of Daido Kaijo's network. The partnership leverages WINWIN's recruitment expertise and Daido Kaijo's extensive business customer base.
• 株式会社Yagish (ヤギッシュ)coreChannel Partner/ Reseller/ Distributor · 21 December 2023WINWIN entered an agency agreement with Yagish to resell yagioffer — a service allowing companies to send direct job offers to the 100万+ users of Yagish's online resume builder. WINWIN also provides full-service offer-sending outsourcing. Yagish sees approximately 12,000 daily active job seekers without paid advertising.
• 株式会社リクルート (Recruit)coreChannel Partner/ Reseller/ DistributorWINWIN holds Top Partner status within Recruit's recruitment advertising agency network, reselling job media products including リクナビ, Airワーク, and related recruitment advertising platforms across Japan.
• 省政府庁・地方自治体 (National and Local Government Entities)coreStrategic or Co-development PartnerWINWIN contracts with multiple national ministries and local prefectural/city governments for HR and regional revitalization projects. Government clients include: Hyogo Prefecture (origin), Fukushima Prefecture (disaster recovery), Kochi Prefecture (U/I-turn promotion), Okayama Prefecture (rural employment), and national ministries for workplace cancer prevention programs. These contracts represent a significant and growing revenue stream.

Scale indicators10 records

Recent moves22 records

Expansion highlights6 records

Direct peers

• Dip Corporation: Japanese recruitment media operator running Airワーク, バイトル, Indeed PLUS and similar platforms that compete directly with WINWIN's job-advertising agency business and serve overlapping SME and high-volume hiring clients.
• Mynavi Corporation: Major Japanese recruitment media company operating Rikunabi, タウンワーク, and Mynavi NEXT — overlapping with WINWIN's role as a Recruit/Indeed partner and competing for the same employer advertising budgets and RPO clients.
• BizReach, Inc. Operates BizReach and CareerTrek mid-career recruitment platforms plus HRMOS — competes with WINWIN in mid-career recruitment placement and is a direct comparable in Japanese online recruitment services.

Broad incumbents

• Recruit Holdings: Parent of Indeed Japan and operator of Rikunabi, Airワーク and related job platforms — the dominant Japanese HR conglomerate of which WINWIN is a Top Partner, competing in the same overall RPO and recruitment media ecosystem at much larger scale.
• Persol Holdings: Major Japanese staffing and RPO group operating Tempstaff and intelligence — provides end-to-end RPO services competing for the same enterprise and high-volume hiring contracts as WINWIN, but at significantly larger scale.
• Pasona Group: Japanese staffing and HR services group providing temporary staffing, RPO, and government HR outsourcing — competing with WINWIN across RPO, global talent, and government contracting engagements.
• ManpowerGroup Japan: Global staffing group's Japan operations providing RPO, temporary, and permanent placement — a well-capitalized competitor for WINWIN's enterprise RPO and high-volume frontline hiring accounts.
• Adecco Japan: Japanese arm of global staffing firm Adecco offering RPO, temporary, and permanent placement — competes directly with WINWIN for high-volume frontline and enterprise hiring engagements in Japan.

Emerging players

• Robert Half Japan: Specialized finance, technology, and office recruitment firm in Japan — narrower focus than WINWIN but comparable in recruitment placement model and B2B client relationships.

Others

• Yagish Inc. Operates the Yagish online resume builder with 100万+ users; WINWIN is an authorized agent for yagioffer — a channel partnership rather than direct competitor, but Yagish sits in the same candidate-generation ecosystem.

Market position

Strengths5 records

Weaknesses5 records

Competitive moat5 records

Key risks6 records

Key highlights7 records

Customer concentration

• LinkedInlinkedin.com/company/win-win-inc

Compliance3 records

Revenue estimate

Valuation estimate

Number of profiles

Profiles1 record

Funding overview

Funding rounds

Investors

Funding detail is available on the Subscription and Enterprise plan.Contact sales →

M&A

Investments

M&A and investment is available on the Subscription and Enterprise plan.Contact sales →

Frequently asked questions about WINWIN