インターナルブランディングによって企業価値向上に貢献する企業アーカイブズを目指す

─キリングループアーカイブズの事例─

抄録

Kirin Group Archives is a corporate archives department within Kirin Holdings. It was established in 1999 as an offshoot of Kirin Brewery’s Corporate History Department, which compiles the company’s history book. Currently, it collects, preserves, and utilizes historical materials not only of Kirin Brewery but also of the Kirin Group. It aims to have Group employees to contribute to enhancing the value of the corporate brand by utilizing historical assets. The Kirin Group Archives has a database that contains over 120,000 records and handles around 400 inquiries a year from Group employees. The focus of collection and preservation activities is the digital archive, which preserves data materials that are currently being generated, in addition to digitizing materials from the past. Internal branding is a key focus of the department’s communication activities. In the 2010s, the department’s plan was to contribute to increasing the value of the brand by communicating outside the group, such as by improving the website and through the company’s official SNS, but in 2020 the department decided to focus on internal branding. Therefore, two strategies were developed. One, a strategy of deep understanding and empathy, and two, a strategy of approaching younger employees and employees who had not previously been involved in the history of the company. Internal branding strategies were developed for external branding as well. In addition, while exploring the nature of corporate archives, we recognized the usefulness of archives for corporate culture and corporate identity, which we utilized in our internal branding activities. This paper presents the current activities of the Kirin Group Archives and examples of internal branding initiatives, as well as examples that have evolved into external branding.