Creating a world where the spotlight is on startup companies.

In a recent interview with Biz Tech Outlook, the founders of Potentialight share their ambitious journey to revolutionize Japan’s HR landscape. With a mission to support startups and drive the country’s global re-emergence, Potentialight combines innovative recruitment strategies and comprehensive HR consulting to empower ventures and foster sustainable growth.

Can you share the inspiration behind the founding of Potentialight and how its mission has evolved since then?

Potentialight was founded with a vision of creating a global company from Japan, akin to the impact of GAFA companies (Google, Apple, Facebook, Amazon). Recognizing Japan’s rapid aging population and the economic shift since the 1980s, Potentialight sees immense potential in revitalizing Japan’s influence on the world stage, particularly in technology and HR innovation.

While Japan historically led in manufacturing, it has faced challenges in the IT and web industries, where countries like the U.S. have gained a competitive edge. This delay was exacerbated by demographic shifts, slowing business growth. However, Potentialight aims to reverse this trend by empowering Japan’s workforce through HR strategies and entrepreneurial growth.

Our mission, “Grow Up Ventures,” reflects our commitment to nurturing ventures that drive Japan’s global re-emergence. We envision a future where Japanese products and services are as renowned globally as Japanese hospitality, known as “omotenashi.” By focusing on the HR field, we hope to energize Japan, creating products and services that resonate globally and contribute to a richer, more vibrant world economy.

What are the major challenges currently facing your industry, and how is Potentialight uniquely positioned to address them?

Japan’s HR industry faces unique challenges, primarily centered around prioritizing short-term profits by focusing on clients with high hiring demands, often at the expense of start-ups and innovative businesses. Many traditional agencies prioritize clients where placements are easier, rather than focusing on long-term growth sectors.

Potentialight addresses this by specializing in startup and venture company recruitment, aiming to support Japan’s broader economic growth. With experience supporting over 400 companies, 75% of which have fewer than 50 employees, we champion smaller, high-potential businesses. Potentialight’s unique “Zero to One” approach, which provides tailored recruitment and HR strategies, has fostered high-value knowledge sharing through blogs and webinars, exceeding 10 million words and always quality-assured by leadership oversight.

By focusing on the needs of startups and providing scalable HR strategies, we aim to bridge Japan’s HR gaps and nurture a resilient, forward-thinking workforce.

Could you outline some of your flagship products or services and the specific needs they address?

Potentialight positions itself as a “Full-Cycle HR Partner,” covering all aspects of HR, from recruitment to strategy consulting. Our services are uniquely comprehensive, addressing not only hiring but also the long-term HR needs of companies, including startups and ventures. We support clients by creating tailored recruitment processes, enhancing organizational structure, and sharing extensive HR insights through detailed content like blogs and webinars. This comprehensive approach helps clients build effective HR frameworks, enabling them to compete with larger firms and strengthen their market presence.

Could you share any standout success stories that highlight the value Potentialight has provided to clients?

A notable example showcasing Potentialight’s impact involves a large beverage company struggling with IT engineer recruitment due to lack of expertise in this area. Potentialight conducted two focused interview sessions, producing an in-depth branding document exceeding 15,000 words. This material, along with visual aids and targeted content, boosted applicant interest eightfold, resulting in 15 IT engineers hired within a short time. Potentialight’s approach, underpinned by extensive HR expertise and proprietary evaluation methods, provided a significant value-add, successfully aligning top talent with the client’s goals.

How would you describe the company culture at Potentialight, and what steps do you take to foster a positive work environment?

Potentialight has a deeply ingrained culture aimed at empowering its high-performing team. Targeting startups, Potentialight serves clients who are often working in high-stakes environments, requiring the same commitment from its support team. The company has developed 25 core cultural values, reinforced monthly through workshops and guided by an organizational consultant. This culture fosters continuous growth and resilience, reflecting Potentialight’s belief that long-term success stems from the values driving their expertise and innovation, rather than simply relying on existing know-how or trends.

For more, please see here: https://note.com/pote_academy/n/n1172019c502

Is there any advice or insight you’d like to share with emerging companies in your industry?

For new entrants in our industry, my core advice is to focus on providing genuine, quality support. The Japanese hiring market is increasingly challenging due to factors like an aging population, with the workforce predicted to decline by 35% over the next 35 years. Meanwhile, government initiatives are fostering more startups, intensifying demand for talent. This environment leaves little room for superficial recruitment practices driven solely by profit. Companies must be committed to delivering meaningful hiring support that meets the deepening needs of clients and candidates alike.

Please provide an overview of the founder and the team behind Potentialight’s success.

Kazuki Yamane, the founder and representative of Potentialight, brings a wealth of experience and leadership that has shaped the company’s success. Yamane’s career in the HR and IT/Web industries spans more than a decade, where he has achieved significant milestones, including supporting over 400 companies with tailored HR solutions, conducting 5,000 career counselling sessions, and delivering insightful content through blog writing totalling 15.5 million characters. His expertise in consulting and HR services earned him recognition as “Top of HR Consulting Services in APAC,” an achievement in a field with over 650,000 companies.

Yamane’s vision for Potentialight has been strengthened by his longstanding professional relationship with co-founder Kohara. The two have collaborated since their early careers and have cultivated a shared commitment to innovation and client-centred solutions. Together, they have assembled a dedicated team to drive Potentialight’s mission forward. Completing the management team is Takada, a young, dynamic executive at 29, who adds fresh perspectives and leadership potential. This trio’s combined strengths in strategic planning, industry expertise, and innovative approaches are the foundation behind Potentialight’s continued success in transforming HR solutions for the modern workforce.

Our mission, “Grow Up Ventures,” reflects our commitment to nurturing ventures that drive Japan’s global re-emergence.

Potentialight’s unique “Zero to One” approach, which provides tailored recruitment and HR strategies, has fostered high-value knowledge sharing.

Potentialight positions itself as a “Full-Cycle HR Partner,” covering all aspects of HR, from recruitment to strategy consulting.