Josys

Designing a compelling employer brand to elevate
the growth of a truly global startup

Problem

Achieving a single unifying,
borderless story for a uniquely
structured international org.

Achieving a single unifying, borderless story for a uniquely structured international org.

Josys are an IT device & SaaS integrated management service that automates corporate IT operations, reducing costs and enhancing security levels. Founded in 2022 by Yasukane Matsumoto—known for establishing Raksul Inc (TYO:4384),
a business-oriented online printing service—Josys was created to revolutionise increasingly complex post-COVID corporate IT operations through technology.
The company has experienced rapid growth, raising USD240m in funding.

To empower the growth and development of their product and business they built
a uniquely flat, decentralised org structure where teams from Japan, India, Singapore, the United States, Vietnam and beyond operate under the motto "One Team, One Product" with shared ownership. To support their rapidly expanding business and organisation, Josys sought to develop a unifying employer brand narrative that could be used in every one of their hubs globally, at every level of recruitment that expressed the vision and is true to the employee experience.

Josys are an IT device & SaaS integrated management service that automates corporate IT operations, reducing costs and enhancing security levels. Founded in 2022 by Yasukane Matsumoto—known for establishing Raksul Inc (TYO:4384), a business-oriented online printing service—Josys was created to revolutionise increasingly complex post-COVID corporate IT operations through technology. The company has experienced rapid growth, raising USD240m in funding.

To empower the growth and development of their product and business they built a uniquely flat, decentralised org structure where teams from Japan, India, Singapore, the United States, Vietnam and beyond operate under the motto "One Team, One Product" with shared ownership. To support their rapidly expanding business and organisation, Josys sought to develop a unifying employer brand narrative that could be used in every one of their hubs globally, at every level of recruitment that expressed the vision and is true to the employee experience.

Josys are an IT device & SaaS integrated management service that automates corporate IT operations, reducing costs and enhancing security levels. Founded in 2022 by Yasukane Matsumoto—known for establishing Raksul Inc (TYO:4384), a business-oriented online printing service
—Josys was created to revolutionise increasingly complex post-COVID corporate IT operations through technology. The company has experienced rapid growth, raising USD240m in funding.

To empower the growth and development of their product and business they built a uniquely flat, decentralised org structure where teams from Japan, India, Singapore, the United States, Vietnam and beyond operate under the motto "One Team, One Product" with shared ownership. To support their rapidly expanding business and organisation, Josys sought to develop a unifying employer brand narrative that could be used in every one of their hubs globally, at every level of recruitment that expressed the vision and is true to the employee experience.

Approach

We assigned a diverse research and strategy team to gather and synthesise cross-cultural perspectives.

Fabric's first step was to analyse recruitment narratives of global tech companies and startups, as well as Josys' existing recruitment messaging. By comparing the characteristics and narrative structures of other companies against their own, and analysing strengths and weaknesses, we were able to reach team consensus on how Josys needs to compete as an employer brand across geographies and career verticals.

To understand Josys' truly unique descriptors, we conducted interviews with 15 employees, including leadership leveraging our teams own culturally rich and diverse backgrounds. We systematically debated and challenged each other’s conceptions of what makes working at Josys attractive and the profile of future team members they seek—gathering perspectives from staff of various nationalities, positions and backgrounds across Japan, the US, Singapore, and India.

Defining Josys' team identity and ideal candidate profile through an Employee Value Proposition (EVP).

Based on insights gathered from our research, we extracted four keywords that define "What the Josys team is.” We then created variations of recruitment narratives and EVPs (Employee Value Propositions) around these keywords.
To support the selection process, we helped the team evaluate each concept comprehensively against strategic priorities including differentiation from competitors, global appeal, business scale, and cutting-edge technology.

Based on insights gathered from our research, we extracted four keywords that define "What the Josys team is.” We then created variations of recruitment narratives and EVPs (Employee Value Propositions) around these keywords. To support the selection process, we helped the team evaluate each concept comprehensively against strategic priorities including differentiation from competitors, global appeal, business scale, and cutting-edge technology.

Outcomes

Beyond EVP: Shaping organisational identity and performance-elevating motivations.

The selected EVP direction was meticulously refined with all key members, including executives, checking precise word choices in both English and Japanese to create
a narrative that authentically expressed Josys' unique character.

The final EVP is brought together by the rallying cry “Build Beyond Boundaries”,
and was immediately shared with teams across different countries, forming the foundation for recruitment websites and job postings. Additionally, based on the strategic roadmap proposed by Fabric, new recruitment and performance evaluation metrics reflecting the EVP were established.

The Josys team's organisation-wide collaboration on the programme and their remarkable speed in decision-making and implementation was inspiring for the Fabric team. We take pride in having contributed to establishing an identity that goes beyond an EVP—one that inspires both the current Josys team and their
future colleagues.

The selected EVP direction was meticulously refined with all key members, including executives, checking precise word choices in
both English and Japanese to create a narrative that authentically expressed Josys' unique character.

The final EVP is brought together by the rallying cry “Build Beyond Boundaries”, and was immediately shared with teams across different countries, forming the foundation for recruitment websites and job postings. Additionally, based on the strategic roadmap proposed by Fabric, new recruitment and performance evaluation metrics reflecting the EVP were established.