Jobstay Project
Turning avoided rural jobs into sought-after travel: work a local shift, and your stay is paid for.
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AI Translation Summary
As young Koreans flock to Seoul, rural regions face 'extinction' and labor shortages. Recruitment data revealed a paradox: youth avoid regional jobs yet love traveling to those same places. Jobstay reframed work as a long-stay travel experience across three at-risk regions, where participants 'paid' for accommodation and culture by working local shifts. Over 5,000 applied, and 90% said they'd be willing to work regionally.
Cultural Context
Albamon is a major Korean part-time job platform (Worxphere is its data arm). 'Regional extinction' describes rural depopulation as youth concentrate in Seoul. 'CSAT' is Korea's national college entrance exam, after which youth job-seeking activity peaks.
Entry Information
Summary
South Korea faces regional extinction as young people concentrate in Seoul, leaving local businesses without workers. Using proprietary recruitment data, Worxphere found the real issue wasn’t population decline, but lack of young labor. We uncovered a paradox: youth avoid regional jobs, yet actively travel to those same regions. To solve this, we transformed jobs into travel experiences. We created long-stay packages in three high-risk regions, combining accommodation, transport, and local culture. Instead of paying, participants worked at local businesses. Over 5,000 applied, 90% showed willingness to work regionally, and discussions with the government are now underway for long-term expansion.
Strategy
Data-Driven Approach: Using Worxphere’s recruitment data, we redefined “high-risk regions” not by population, but by the shortage of active young workers. This revealed the true cause of regional labor imbalance and enabled precise targeting. Cultural Insight: Young people avoided local jobs but actively traveled to those same regions. We reframed labor as a “Local Stay” travel experience, reducing psychological resistance and naturally driving workforce movement. Precise Timing: The campaign launched immediately after the CSAT, when job-seeking activity among young adults peaks, maximizing both participation and brand impact.
Execution
Using Worxphere’s proprietary data, we identified three regions facing the highest risk of extinction while remaining popular travel destinations among youth. We created long-stay travel packages designed to naturally attract young people to these local areas. The project’s core innovation was the “Pay with Labor” system. Instead of paying for travel, participants worked at local businesses to access accommodation and experiences. The selected businesses reflected each region’s identity and helped preserve traditional local industries. Launched immediately after the CSAT, when youth job-seeking activity peaks, the campaign drew over 5,000 applications. Participants shared their journeys on social media, extending the campaign’s impact beyond a one-time activation.
Results
By transforming avoided local jobs into a desirable travel experience, the project bridged the gap between Seoul and regional economies — advancing SDG 11, alongside SDGs 8 and 10, and proving a scalable model for sustainable regional revival. Performance & Engagement - Over 5,000 applications to the Jobstay project - +18% increase in youth new user sign-ups for Worxphere Perception & Brand Impact (Seoul Youth, 20s) - 88.5% saw it as a practical solution to local labor shortages - 86.5% believed it helps prevent regional extinction - 87.9% reported higher brand favorability; 85% showed intent to use or recommend Behavioral & Social Impact - 90% expressed willingness to work in regional areas - 93% of local businesses reported real operational support