How to Apply to Hakuhodo DY Holdings

10 min read Last updated April 20, 2026 3 open positions
Blake Crosley
Blake Crosley Researched using publicly available information, hiring data, and ATS analysis.

Key Takeaways

  • Hakuhodo DY Holdings is Japan's #2 ad agency group behind Dentsu — a 130-year-old institution with shinsotsu (new graduate) hiring as the dominant entry path.
  • Japanese language fluency (JLPT N1 or N2) is essential for nearly all Tokyo-based roles; international offices have local hiring norms.
  • The Dentsu Tokyo Olympics bid-rigging scandal (2022-2024 trials) gave Hakuhodo a recruiting and pitching tailwind — talent that previously defaulted to Dentsu is more available to Hakuhodo now.
  • Long-hours culture is real. Japanese ad agency reputation for overtime is worse than the typical Japanese big-company average, despite post-2015 work-style reforms.
  • The group is actively trying to hire digital, data, and AI talent to dilute its TV-legacy bench — these candidates have above-average leverage in 2024-2026.
  • Application process is structured and slow: entry sheet, SPI3 test, group discussion, multiple interview rounds. Expect months from application to naitei.
  • Hierarchical and consensus-driven culture (nenko joretsu, nemawashi). Comfort with Japanese big-company conventions matters as much as raw talent.
  • Akasaka, Tokyo HQ commute is real — most roles are based in central Tokyo with limited remote work, even post-COVID.

About Hakuhodo DY Holdings

Hakuhodo DY Holdings, Inc. (博報堂DYホールディングス, TYO: 2433) is the holding company for Japan's second-largest advertising group, headquartered in Akasaka, Tokyo. The group consolidates Hakuhodo Inc. (founded 1895, the second-oldest ad agency in Japan), Daiko Advertising (1944), Yomiuri Advertising (1929), Hakuhodo DY Media Partners (the media-buying arm and one of the largest media buyers in Japan), iREP (digital ad-tech and search/programmatic specialist), Hakuhodo i-studio (digital production), Kyodo PR, Hakuhodo Product's, the Demo Group of agencies, and AOI TYO Holdings (acquired in 2021 for production capabilities). The holding company employs approximately 21,000+ people globally across Tokyo headquarters, 25+ Japan offices, and international hubs in New York, Los Angeles, London, Paris, Frankfurt, Singapore, Hong Kong, Shanghai, Beijing, Seoul, Bangkok, Hanoi, Ho Chi Minh City, Jakarta, Mumbai, Sydney, Mexico City, São Paulo, and Toronto. President and Representative Director Hideki Mizuno took over in 2023 from Masayuki Mizushima. The group's client roster anchors much of corporate Japan: Toyota Motor (longstanding relationship, with Toyota's account split between Hakuhodo and rival Dentsu through internal product divisions), Honda, Lotte Group, Sumitomo, Mitsui, NTT Group, Suntory, KDDI, Kyocera, JR East, JR West, Sanrio (Hello Kitty), Bandai Namco, Square Enix, The Pokémon Company, Calbee, and Kao Corporation. Hakuhodo's competitive position shifted meaningfully in 2022-2024 after the Tokyo Olympics bid-rigging scandal at archrival Dentsu Group (TYO: 4324) led to multiple executive arrests and ongoing trials, opening room for Hakuhodo to win pitches and recruit talent that previously flowed automatically to Dentsu. The group is investing heavily in generative AI for creative production (via Hakuhodo i-studio and various lab initiatives), retail media partnerships with Rakuten and Amazon Japan, and post-cookie measurement infrastructure. Within the Japanese ad market (~JPY 7-8 trillion annually), Hakuhodo competes with Dentsu (#1), ADK Holdings (#3), Tokyu Agency, and the Japanese arms of WPP, Omnicom, Publicis, IPG, and Havas. The corporate philosophy 'sei-katsu-sha hatsuso' (生活者発想, literally 'thinking from the perspective of the living person') is the brand identity Hakuhodo uses to differentiate from Dentsu's more client-and-channel-led posture.

Application Process

  1. 1
    Decide which entity you are applying to: Hakuhodo DY Holdings (the listed parent

    Decide which entity you are applying to: Hakuhodo DY Holdings (the listed parent, mostly corporate functions), Hakuhodo Inc. (the flagship creative agency, where most coveted creative/strategy roles sit), Hakuhodo DY Media Partners (media buying), Daiko, Yomiuri Ad, iREP, or Hakuhodo i-studio. Career sites and processes are separate.

  2. 2
    For new graduates (shinsotsu / 新卒), apply through the spring recruitment cycle o

    For new graduates (shinsotsu / 新卒), apply through the spring recruitment cycle on Mynavi or Rikunabi alongside Hakuhodo's own recruit portal at recruit.hakuhodo.co.jp. The cycle typically opens around March of the year before graduation and closes by early summer.

  3. 3
    For mid-career (chuto / 中途), monitor hakuhodody-holdings

    For mid-career (chuto / 中途), monitor hakuhodody-holdings.co.jp/recruit and the Hakuhodo Inc. career portal for posted openings. Mid-career hiring is significantly smaller than shinsotsu volume and usually targets specific functional gaps (digital, data, AI, global accounts, finance, legal).

  4. 4
    Submit the entry sheet (ES)

    Submit the entry sheet (ES) — this is a structured Japanese-language application that asks open-ended essay questions about motivation, self-PR, gakusei jidai ni chikara wo ireta koto (what you focused on as a student), and why Hakuhodo specifically. Prepare 400-800 character answers per question.

  5. 5
    Pass the SPI3 aptitude test or the company's proprietary web test, covering verb

    Pass the SPI3 aptitude test or the company's proprietary web test, covering verbal reasoning, non-verbal reasoning (math/logic), and personality assessment. Expect to take this online within a tight window.

  6. 6
    Group discussion (GD) round

    Group discussion (GD) round — typically 5-6 candidates given a marketing or social problem and asked to deliver a recommendation in 30-45 minutes. Evaluators watch for collaboration, structured thinking, and 'creativity' in framing.

  7. 7
    Multiple individual interviews (usually 3-5 rounds) escalating from junior recru

    Multiple individual interviews (usually 3-5 rounds) escalating from junior recruiters to division heads to executives. Final interviews for creative or planning roles often involve a portfolio or case presentation.

  8. 8
    Receive a naitei (内定, informal job offer) typically by early autumn for the foll

    Receive a naitei (内定, informal job offer) typically by early autumn for the following April start. Until signing, candidates are expected to visit the office for follow-up sessions and decline competing offers.

  9. 9
    For experienced creative or strategy hires, expect a portfolio review and a writ

    For experienced creative or strategy hires, expect a portfolio review and a written case study assignment. Mid-career interviews usually include a meeting with the hiring team's planning director or creative director.

  10. 10
    Global office applications (NY, London, Singapore, etc

    Global office applications (NY, London, Singapore, etc.) follow local norms but often include a Tokyo HQ interview by video for senior roles. English fluency is required for international roles; Japanese is a strong plus.

Resume Tips for Hakuhodo DY Holdings

recommended

If applying in Japan, prepare a Japanese rirekisho (履歴書) and shokumu keirekisho

If applying in Japan, prepare a Japanese rirekisho (履歴書) and shokumu keirekisho (職務経歴書) in addition to any English resume. The rirekisho is a standardized one-page form; the shokumu keirekisho is the work history narrative.

recommended

Lead with category experience that matches Hakuhodo's client portfolio: automoti

Lead with category experience that matches Hakuhodo's client portfolio: automotive (Toyota, Honda), food and beverage (Suntory, Calbee, Kao), telecom (NTT, KDDI), entertainment IP (Sanrio, Bandai Namco, Square Enix, Pokémon), or rail/infrastructure (JR East, JR West).

recommended

Quantify campaign results: media reach, brand lift, sales impact, social engagem

Quantify campaign results: media reach, brand lift, sales impact, social engagement, awards. Hakuhodo evaluators respect Cannes Lions, ADFEST, Spikes Asia, ACC Tokyo Creativity Awards, and Tokyo Interactive Ad Awards.

recommended

Highlight digital fluency: programmatic, retail media, CDP/data clean rooms, gen

Highlight digital fluency: programmatic, retail media, CDP/data clean rooms, generative AI for creative, performance marketing. The group is deliberately trying to hire away from pure-TV legacy profiles.

recommended

Surface bilingual capability honestly

Surface bilingual capability honestly. JLPT N1 or N2 plus business English is the strongest combination for global accounts. Do not overclaim Japanese ability — the interview will expose it within five minutes.

recommended

Show 'sei-katsu-sha' thinking — examples where you researched, observed, or empa

Show 'sei-katsu-sha' thinking — examples where you researched, observed, or empathized with a consumer/user before recommending creative or strategy. This phrase and posture differentiates Hakuhodo culture from Dentsu's account-management posture.

recommended

List university and major prominently

List university and major prominently. Hakuhodo, like most major Japanese employers, places significant weight on alma mater for shinsotsu hiring (Todai, Kyoto, Waseda, Keio, Hitotsubashi, ICU, Sophia are heavily represented).

recommended

For creative roles, attach a portfolio link (Behance, personal site, or PDF)

For creative roles, attach a portfolio link (Behance, personal site, or PDF). For copywriters, include sample taglines and long-copy in Japanese with rationale. For art directors, include print, OOH, and digital work.

recommended

Avoid generic agency buzzwords ('integrated,' 'storytelling,' 'omnichannel') wit

Avoid generic agency buzzwords ('integrated,' 'storytelling,' 'omnichannel') without concrete proof. Hakuhodo evaluators have heard every version of these and will probe for specifics.

recommended

Keep the file ATS-clean: standard fonts, clear section headings, no graphics-hea

Keep the file ATS-clean: standard fonts, clear section headings, no graphics-heavy layouts that break parsers. Hakuhodo's recruit portal uses generic_careers infrastructure that prefers plain PDF uploads.

ATS System: Generic Careers Portal (Mynavi/Rikunabi for new grads, in-house portal for mid-career)

Hakuhodo DY Holdings does not use a single global ATS. New graduate hiring runs primarily through Mynavi (mynavi.jp) and Rikunabi (rikunabi.com), the two dominant Japanese shinsotsu job boards, in parallel with the company's own recruit portal at recruit.hakuhodo.co.jp. Mid-career hiring uses the hakuhodody-holdings.co.jp/recruit portal and select Japanese mid-career boards such as BizReach and doda. International offices typically use local job boards or LinkedIn for posting and route applications back to Tokyo HR for senior roles.

  • If you are a new graduate, register on both Mynavi and Rikunabi early in the cycle (March of the year before graduation) — Hakuhodo posts on both and you do not want to miss the entry sheet deadline.
  • Use a real Japanese phone number and address for shinsotsu applications. International addresses are accepted but often delay communication.
  • Upload PDF resumes in standard A4 layout. Japanese resumes use the rirekisho template — download the official template from Mynavi or use the JIS Z 8303 standard.
  • For mid-career applications on the Hakuhodo portal, complete the entire profile before submitting — partial profiles are deprioritized by recruiters.
  • Set email filters to allow @hakuhodo.co.jp, @mynavi.jp, and @rikunabi.com so recruiter messages do not land in spam during the cycle.
  • If applying through a Japanese recruiting agency (BizReach, JAC Recruitment, Robert Walters Japan), be honest about competing applications — agencies coordinate to avoid double-submission, which automatically disqualifies you.
  • International candidates: apply via the global office in your region first if one exists. Direct applications from outside Japan to the Tokyo portal often do not receive responses without prior contact.

Interview Culture

Hakuhodo interviews follow Japanese big-company conventions with creative-industry coloring.

Expect formal greetings (bowing, business cards exchanged with both hands), conservative dark suit (recruit suit / リクルートスーツ for shinsotsu candidates is mandatory), and Japanese-language conversation by default unless the role is explicitly bilingual or English-speaking. Interviewers will ask open-ended motivation questions ('why advertising,' 'why Hakuhodo over Dentsu,' 'what kind of sei-katsu-sha insight have you generated') and listen carefully for cultural fit and intellectual humility. Group discussion rounds are common and watched closely — speaking too much is as damaging as speaking too little. The group prizes 'creativity' but defines it as the ability to find a fresh consumer insight, not as flamboyant self-expression. Be ready to discuss specific campaigns Hakuhodo has done that you admire, and to discuss the Japanese ad market with awareness of the post-Olympic-scandal competitive shift. For mid-career interviews, expect a longer conversation about your specific functional contribution (data, digital, creative, strategy) and how you would integrate into existing teams. Salary and conditions are typically discussed only after the naitei stage — pushing on compensation early is read as a cultural mismatch. After interviews, send a polite Japanese-language thank-you email within 24 hours; English is acceptable if the interview was in English. Final-round interviews with executives are formal and brief — they are confirming the team's recommendation, not re-evaluating you from scratch.

What Hakuhodo DY Holdings Looks For

  • Sei-katsu-sha hatsuso (生活者発想) — the ability to think from the consumer/citizen perspective rather than the brand or channel perspective. This is the central Hakuhodo cultural shibboleth.
  • Japanese language fluency — JLPT N1 for client-facing and creative roles; N2 minimum for most office roles. Native Japanese is implicit for shinsotsu hiring.
  • Comfort with hierarchy (年功序列, nenko joretsu) and consensus-driven decision-making (nemawashi, ringi) — this is a 130-year-old Japanese institution, not a startup.
  • Long-hours tolerance — the Japanese ad agency reputation for overtime is real and Hakuhodo is not an exception, despite recent work-style reform efforts triggered by Dentsu's 2015 overwork-suicide scandal.
  • Curiosity about consumer behavior, culture, and trends — strong candidates can talk fluently about what young Japanese consumers are doing on TikTok, in convenience stores, and at Comiket.
  • Collaborative ego — agency work is team-driven. Lone-wolf creatives and self-promoters who cannot share credit do not survive promotion cycles.
  • Category expertise that maps to client portfolio (automotive, food/beverage, telecom, entertainment IP, retail) — directly relevant background accelerates hiring decisions.
  • Digital and data fluency — the group is actively trying to dilute its TV-heavy legacy talent base, and digital/data candidates have leverage in 2024-2026.
  • Awards and recognition (Cannes, ACC, Spikes, ADC) for creative roles — these matter for credibility within Hakuhodo's internal status hierarchy.
  • For global roles, bilingual Japanese-English capability plus comfort bridging Tokyo HQ and overseas offices — the cultural translator role is genuinely valued and undersupplied.

Frequently Asked Questions

Do I need to speak Japanese to work at Hakuhodo DY Holdings?
For Tokyo-headquartered roles, yes — JLPT N2 minimum and N1 strongly preferred for client-facing, creative, and strategy positions. International office roles (NY, London, Singapore, etc.) follow local language norms, but Japanese is a meaningful advantage for any role that interfaces with Tokyo HQ. Roles that are advertised explicitly as English-speaking exist but are a minority.
What is the difference between Hakuhodo and Hakuhodo DY Holdings?
Hakuhodo DY Holdings is the publicly listed parent company (TYO: 2433) that owns and consolidates the operating agencies. Hakuhodo Inc. is the flagship creative agency (founded 1895) and is the entity most candidates think of when they apply. Hakuhodo DY Media Partners is the media-buying arm. Daiko, Yomiuri, iREP, and others are sister agencies. Most coveted creative and planning roles sit inside Hakuhodo Inc., not at the holding company level.
How does Hakuhodo compare to Dentsu as an employer?
Dentsu is larger (#1 in Japan by revenue) and historically more dominant on government, automotive, and TV-heavy accounts. Hakuhodo is #2 and positions itself culturally as more 'consumer insight'-led versus Dentsu's 'channel and client'-led posture. The 2022-2024 Dentsu Tokyo Olympics bid-rigging scandal damaged Dentsu's reputation and gave Hakuhodo a recruiting and competitive tailwind. Both have demanding cultures; Hakuhodo is generally considered slightly less brutal but the gap is small.
Is the long-hours culture as bad as people say?
Yes, it is real. Japanese advertising agencies have a worse overtime reputation than the typical Japanese big-company average. Dentsu's 2015 overwork-suicide of a junior employee triggered industry-wide work-style reforms (premium friday, formal overtime caps), and Hakuhodo has implemented similar policies. But the underlying client-service nature of the work — pitches, late changes, broadcast deadlines — means long hours remain common, especially in account management and creative production. Plan for it.
What is the shinsotsu hiring cycle and do I need to be in it?
Shinsotsu (new graduate) hiring is the dominant entry path into Japanese big companies including Hakuhodo. The cycle for graduates of the following April starts in March of the prior year (so March 2026 for an April 2027 start) and runs through summer for entry sheets and interviews, with naitei (informal offers) issued by autumn. If you are a Japanese university student graduating in March, you should be in this cycle. If you are an international student or career changer, mid-career (chuto) hiring is the alternative, but it is significantly smaller in volume and targets specific functional gaps.
Where is Hakuhodo's headquarters and is remote work available?
Headquarters is in Akasaka, Tokyo (赤坂), at the Akasaka Biz Tower. Most roles are based in central Tokyo with significant in-office expectations even post-COVID. Hybrid arrangements exist for some functions but pure remote roles are rare. International offices follow local norms.
What kind of clients will I work on?
Hakuhodo's client portfolio anchors corporate Japan: Toyota (split with Dentsu by product/division), Honda, Suntory, Kao, Calbee, NTT, KDDI, Lotte, Sumitomo and Mitsui group companies, JR East, JR West, Sanrio, Bandai Namco, Square Enix, The Pokémon Company. The specific clients you work on depend on team assignment, which you typically learn after joining.
How important is which university I attended?
For shinsotsu hiring, very important — Hakuhodo, like most Japanese big companies, recruits heavily from Tokyo, Kyoto, Waseda, Keio, Hitotsubashi, ICU, and Sophia, with strong representation from other top private universities (Aoyama Gakuin, Rikkyo, Meiji, Chuo, Hosei). For mid-career hiring, your post-graduation track record matters more than alma mater, but the brand of your previous employer (other top agencies, top consumer brands, top consultancies) still carries weight.
Does Hakuhodo hire foreigners?
Yes, but selectively. International hires typically join via the global office network (NY, London, Paris, Singapore, etc.) or are mid-career hires with specific bilingual or specialist skills brought into Tokyo. Pure-shinsotsu international hiring into Tokyo HQ exists but is a small fraction of the cohort. The Hakuhodo Inc. International subsidiary handles many global account integrations and is a more accessible entry point for non-Japanese candidates.
What is the salary like?
Hakuhodo follows Japanese big-company compensation norms: structured base salary tied to seniority and grade, twice-yearly bonuses tied to company and individual performance, and a slow but predictable promotion ladder. New graduate starting salary is competitive within the Japanese market (roughly comparable to Dentsu and major sogo shosha). It does not match what global tech or finance pays, and discussion of salary during early interview rounds is read as a cultural mismatch.
What is sei-katsu-sha hatsuso (生活者発想) and why does it keep coming up?
It is Hakuhodo's central brand philosophy, literally meaning 'thinking from the perspective of the living person' — the idea that good advertising starts from a deep understanding of how real people live, consume, and make decisions, rather than from the brand's product features or media channel mix. Hakuhodo uses this concept to differentiate itself from Dentsu's more channel-and-client-led posture. Mentioning it knowledgeably in interviews is a strong signal of cultural fit; mentioning it superficially is read as having only googled the company.
Is Hakuhodo investing in AI and what does that mean for jobs?
Yes, the group is investing in generative AI for creative production through Hakuhodo i-studio and various lab initiatives, in retail media partnerships with Rakuten and Amazon Japan, and in post-cookie measurement infrastructure. Candidates with hands-on experience in generative AI workflows, data clean rooms, and retail media platforms have meaningful leverage in 2024-2026 as the group tries to dilute its TV-heavy legacy talent base.

Open Positions

Hakuhodo DY Holdings currently has 3 open positions.

Check Your Resume Before Applying → View 3 open positions at Hakuhodo DY Holdings

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Sources

  1. Hakuhodo DY Holdings Corporate Site —
  2. Hakuhodo DY Holdings Recruitment Portal —
  3. Hakuhodo Inc. Recruit Site —
  4. Tokyo Stock Exchange Listing 2433 (Hakuhodo DY Holdings) —
  5. Reuters: Dentsu executives charged in Tokyo Olympics bid-rigging probe —
  6. Nikkei Asia: Hakuhodo names Hideki Mizuno as new president —
  7. Mynavi 2027 Shinsotsu Recruitment Site —
  8. Rikunabi 2027 New Graduate Hiring —
  9. Dentsu Inc. Investor Relations (TYO: 4324) —
  10. Hakuhodo DY Media Partners Corporate Site —
  11. Cannes Lions Festival of Creativity Awards Database —
  12. ACC Tokyo Creativity Awards —
  13. Japan Advertising Agencies Association (JAAA) Industry Statistics —
  14. BBC News: Dentsu employee suicide and Japanese overtime culture —
  15. AOI TYO Holdings acquisition announcement (Hakuhodo DY 2021) —