FamilyMart Enlists Lady Gaga to Combat Staffing Shortages
FamilyMart launched a high-profile recruitment campaign featuring Lady Gaga to attract new workers for its 16,000 Japanese convenience stores.
Japanese convenience store chain FamilyMart launched a high-profile recruitment campaign featuring global pop star Lady Gaga to address staffing shortages across its network of more than 16,000 stores. A company spokesman reported that roughly 30 percent of the chain's outlets are currently short-staffed.
The campaign centers on a 30-second black-and-white promotional video where Lady Gaga performs typical staff duties, such as serving fried chicken and restocking bottled tea, while asking viewers, "Why not work for FamilyMart?" The initiative represents a shift in corporate Japan toward more expensive and splashier recruitment efforts to attract workers following years of human resources misallocation.
To further attract young applicants, FamilyMart has relaxed traditional conservative dress codes regarding earrings and hair dye. The company is also offering shopping vouchers of 200 yen or more to individuals who attend interviews or inquire about open positions.
