Leading with Purpose

A Conversation with Reeracoen Group CEO Kenji Naito

In today's recruitment landscape, an abundance of choice has created a new kind of challenge. For employers, the task is no longer simply finding candidates, but identifying the right talent among countless channels and opportunities. For job seekers, the challenge is equally complex: navigating an overwhelming amount of information and opportunities to make career decisions with confidence.

As decision-making becomes increasingly difficult on both sides, relationships built on trust, understanding, and long-term commitment are becoming more valuable than ever.

For more than two decades, Reeracoen Group CEO Kenji Naito has dedicated himself to building those relationships through a leadership philosophy centred on purpose, continuity, and human connection.
In this interview, we explore the experiences that have shaped his journey, his approach to leadership, and the perspectives he believes will matter most for the future of recruitment, careers, and people development.
 

From Zero to 11,000 Clients: A Journey Shaped by Continuity
Q: Looking back on your journey with Reeracoen, what experiences or turning points have had the greatest impact on you?

My journey with Reeracoen began with the establishment of our Singapore office operations following the launch of our Malaysia office. At that time, we had no brand recognition, no established services, and no proven roadmap to follow.

I believed that we had to create our own strengths. More importantly, I felt that I had to become one of those strengths myself. My focus was on continuously improving our recruitment capabilities, developing people, and enhancing the value we delivered through our services.

Over time, the business expanded across Asia, growing to 17 offices by 2019. Then the COVID-19 pandemic arrived, forcing us to rethink many of our assumptions. We experienced market exits, business restructuring, and difficult decisions that challenged the foundations of what we had built.

Through all of those experiences, one belief remained constant for me: the importance of continuity.

It is easy to quit. It is much harder to continue. I believe this applies equally to businesses and to individual careers. Yet it is through that continued effort that trust is ultimately built.

Today, Reeracoen works with more than 11,000 companies across Asia. Looking back, that growth is not the result of any single achievement, but rather the accumulation of many small efforts over time.
 

 

 

Leadership Is Not About Yourself
Q: How would you describe your leadership philosophy today?

I believe leadership is never about oneself. It is always directed toward others.

Those "others" may be our clients, employees, business partners, stakeholders, or even society as a whole. Leadership begins not from a self-centred perspective, but from an others-centred one. That is when I feel most motivated.

This philosophy also serves as the foundation of the six core values that guide our organisation, known as the Reeracoen Way.
 

 

Across the Group, these values provide a common framework for decision-making and daily actions. They are not simply words on paper, but principles that guide how we engage with clients, candidates, and one another every day.
 

One Reeracoen: One Team, One Community

Q: What does "One Reeracoen" mean to you, and what do you hope our teams will continue to build together?

I see our organisation as one team and one community.

Over the years, I have often spoken about the difference between a group and a team. A team shares a common purpose, common goals, and a shared vision for the future.

This idea extends into our daily work. While we respect individual differences, we are united by shared values and a common direction.

I hope each person continues to embrace their individuality while valuing their relationships with clients and colleagues. At the same time, I hope they never stop challenging themselves to grow.

It is this balance between individuality and unity that helps strengthen our organisation as a team.
 

The Future of Recruitment: People Will Ultimately Choose People

Q: With the rise of AI and changing workforce expectations, how do you see the recruitment industry evolving? What changes will organisations need to make when identifying and developing talent?

The recruitment landscape is changing rapidly as AI becomes increasingly integrated into the hiring process. At the same time, these changes are creating new challenges.

In Japan, it is not uncommon for a single position to be handled by 70 or even 80 recruitment agencies. When multiple agencies are promoting the same role and using generative AI to send outreach messages, candidates often receive a large volume of highly similar information.

The challenge is no longer access to opportunities. The real challenge is being able to make a choice. As a result, many candidates experience information fatigue.

In the future, I believe more people will turn to trusted individuals for guidance. That is why, alongside technology, it is increasingly important for consultants to communicate their own perspectives, values, and individuality in ways that create genuine connection and trust.

This shift is equally important for employers.

While AI-powered recruitment tools continue to evolve, the value of face-to-face communication and multidimensional assessment remains significant. Organisations need to think carefully about how they create opportunities to truly understand people—whether through practical assessments, ongoing feedback, or meaningful day-to-day interactions.

Companies that can build strong talent development systems and create environments where people choose to stay will be better positioned for sustainable growth.

Developing people and building lasting engagement are not separate challenges. I believe both will become increasingly important for organisations in the years ahead.
 

Purpose Beyond Business: "I Can Continue Because I Enjoy It"
Q: Beyond recruitment, you have continued to contribute to local communities through initiatives such as +one (plus one), a volunteer organisation you founded as a student. How has that experience influenced your perspective as a leader?

The volunteer initiative +one began in 2003 with a visit to a children's home in the Philippines Since then, the programme has expanded across multiple countries, with more than 30 Reeracoen employees participating over the years. People often tell me, "It's admirable that you do volunteer work." But honestly, that's not how I see it.

The reason is very simple: I enjoy it.

There is nothing more rewarding than seeing people happy. That feeling is what keeps me going.In many ways, I believe the same principle applies to work. Without enjoyment, it is difficult to continue anything for the long term. For me, purpose and performance are not opposing ideas. They are closely connected. When people find meaning and enjoyment in what they do, they are more likely to continue growing, contributing, and creating value for others.
 

 

A Message to the Reeracoen Team
Q: Is there a message you would like to share with consultants and staff across the Group?

First of all, I would like to thank every member of our team.

Because our offices are spread across multiple countries, there are times when I wish I had more opportunities to meet each of you personally and better understand your individual experiences. Even so, I am constantly encouraged by your dedication and efforts. If there is one message I would like to leave with our team, it is this:

Please continue to engage actively with clients and share your experiences, thoughts, and values.

Many clients work with multiple recruitment agencies. What makes the difference is not simply the service itself, but the people behind it. I truly believe that each of you has the ability to represent the value of Reeracoen and make a meaningful impact. Have confidence in yourselves. You can achieve it.

And together, let's continue building a future we can all be proud of.
 

 
 

Looking Ahead: Building Connections That Create Possibilities
Q: Looking to the future, what do you hope to achieve, both for Reeracoen and personally?

My personal mission has remained unchanged:
"Create a wonderful future with those pursuing happiness."

As an organisation, we aspire to be a trusted and valued partner in every country where we operate. Beyond recruitment, we hope to contribute across the broader people and HR landscape, including areas such as performance evaluation systems, organisational development, and HR frameworks. 

For individuals, we want to be more than a recruitment partner.We hope to become a long-term partner who can support people not only in their career decisions, but throughout different stages of their lives. At the heart of these ambitions is a simple belief:
Meaningful connections create opportunities, and opportunities have the power to change lives.

 

Editor's Note

One thing stood out throughout this conversation: regardless of the topic, whether discussing business growth, AI, recruitment trends, or organisational development, people remained at the centre of Kenji Naito's perspective.

His reflections consistently returned to clients, candidates, colleagues, and the communities surrounding them. In a time of rapid technological advancement and constant change, this interview served as a timely reminder that meaningful relationships, trust, and human connection continue to matter.

At Reeracoen Group, we remain committed to supporting both organisations and individuals through every stage of their growth journey.

Whether you are looking to strengthen your hiring strategy, develop your workforce, or explore your next career opportunity, we would be delighted to support you.

 

Interested in joining Reeracoen Malaysia? 
Apply here: https://www.reeracoen.com.my/en/recruitments

 

Frequently Asked Questions

Q1. Who is Kenji Naito?

Mr. Kenji Naito is the Group CEO of Reeracoen Group, a leading staffing and recruitment agency operating across Asia. With over 17 years in the industry, he was appointed Group CEO in 2018 and founded +one, a community Charity initiative, in 2003. He leads with a philosophy of servant leadership and a belief in the power of continuity and human connection.

Q2. What is "The Reeracoen Way"?

The Reeracoen Way is a set of six core values that guide every member of the Reeracoen team: "I'm Here For You," "Respect Each Other," "Positive Influence," "Be Professional," "Chance, Challenge, Change!" and "Never never give up, do for the best!" These values define how Reeracoen engages with clients, candidates, and one another.

Q3. What does "One Reeracoen" mean?

"One Reeracoen" is Mr. Naito's vision of the Group as a single, unified team across all markets in Asia, connected not by uniformity, but by shared purpose, goals, and values. It underpins Reeracoen's approach to cross-border collaboration and regional growth.

Q4. How is AI changing the recruitment industry?

Mr. Naito believes that AI is creating information overload rather than clarity, with candidates receiving large volumes of similar messaging from multiple agencies simultaneously. Rather than replacing human connection, this trend makes skilled, empathetic consultants more valuable than ever. Candidates experiencing information fatigue will ultimately turn to trusted individuals, not algorithms, for guidance.

 

Q5. What is +one, and why does it matter to Reeracoen?

+one is an NGO founded by Mr. Naito in 2003 to support children in communities across the Philippines and Cambodia. More than 30 Reeracoen employees have participated over the years. For Mr. Naito, +one reflects the same values that drive the business: continuity, genuine enjoyment of giving, and the belief that seeing others happy is its own reward.

 

Related Articles
You may also enjoy reading:
•  Up Close and Personal with Reeracoen's Group CEO (Original Feature)
•  Backpacks & Big Dreams: 22 Years of Plus One in the Philippines

 

About the Author

This article was written by Valerie Ong, Regional Marketing Manager at Reeracoen Singapore. Valerie leads content strategy and production for Reeracoen's Singapore and Vietnam markets, creating resources to help employers hire smarter and candidates find careers that fit their lives.

Language note: This article is published in English. The original interview responses were provided in both English and Japanese by Mr. Kenji Naito.
 

References
Reeracoen Group Management: reeracoen.sg/en/info
Kenji Naito: note.com/kenjinaito
+one Project: plus1project.net

 

 

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