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中小企業の新卒採用を成功させるポイントは?採用の悩みを解決する5つのアプローチ|HRドクター|株式会社ジェイック 中小企業の新卒採用を成功させるポイントは?採用の悩みを解決する5つのアプローチ
少子高齢化に伴って、リーマンショック以降、大卒生の有効求人倍率が年々上昇しています。そしてコロナ禍の影響で、一時的に求人は減少しましたが、22卒の採用では再び上昇傾向に戻るでしょう。
また、22卒採用からは、いよいよ大卒新卒者数の減少が始まります。大企業でも新卒採用のハードルは上がっていますが、やはり企業の規模が小さければ小さいほど、新卒採用は困難となってきます。
2019年3月卒の新卒採用では、300人未満の中小企業全体の求人数に対して、41万6,000人もの人材が不足した、つまり採れなかったというデータもあります。記事では、中小企業が新卒採用を成功させるために留意すべきポイントや有効なアプローチをご紹介します。現状の問題を分析し、採用状況の改善に繋げてください。
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「中小企業の新卒採用」を大手企業と比較して分かる4つの難しさ
まずは、中小企業が新卒採用をおこなう際に直面しがちな困難を確認しておきましょう。大手企業と比べたとき、中小企業は次の4点において不利になります。
1. ネームバリュー ⇒「知名度や社会的なステータス」
1つ目は、ネームバリューの問題です。中小企業が知名度や社会的なステータスの面で大手企業に打ち勝つことは困難です。この問題は、先に述べたとおり中小企業に人材が集まりにくいことの大きな要因です。
マイナビやリクナビ等の新卒採用ポータルサイトでは、大企業と中小企業が同じページに並びます。そうした状況では、学生からすると、「ネームバリューのある」「社名を聞いたことがある」大手企業に応募することは自然な心理です。
また、内定を出した後にも企業のネームバリューの差が現れます。学生が複数の内定をもらっている場合、その中で知名度やステータスのより高い企業が最終的な就職先として選ばれやすくなりがちです。
2. 予算
大手企業と中小企業では、採用活動にかけられる予算が異なります。採用人数が違いますので、当たり前のことです。しかし、採用人数が多く、かけられる予算が多くなれば、それだけ、学生への露出機会が増えて、新卒採用の成功に繋がる可能性も高まります。
例えば、求人サイトを運営する広告代理店に支払う採用人数あたりの単価を40万円としましょう(新卒採用における1人あたり平均単価は約50万円であり、その大半が母集団形成費用です)。
採用人数が5人の中小企業であれば、支払金額40万円×5人=200万円です。一方で、一方、100人を採用する大手企業は、40万×100人=4,000万円を支払うことになります。当然、金額差によって露出度に差が生まれるだけでなく、広告代理店からの注力度も変わってきます。
200万円の顧客と4000万円の顧客、どちらに優秀な営業を担当につけて、優秀なコピーライター、デザイナーをつけるかといえば、大手企業になるのが自明の理です。
出稿後も効果を上げるために専任スタッフがついて求人広告を最適化してくれる等の付加価値も生まれやすく、学生と接する機会を増やしやすいでしょう。
採用予算の使い道は、母集団形成だけではありません。例えば、学生が選考中に目にする採用ホームページや採用案内は、内定承諾率を上げていくために重要なツールです。
予算250万円で5人の学生を採用したい中小企業の場合、採用ホームページの設置・改修に100万円を使うのは非現実的です。採用1人あたり20万円分の負担になってしまいます。しかし、5,000万円の予算で100人を採用する場合、採用ホームページに100万円を使っても採用1人あたり1万円分の負担で済むのです。
これは、選考管理や学生への連絡を効率化する採用管理ツール等も同様です。予算250万円の中小企業が年間100万円の採用管理ツールを使うのは現実的ではありません。しかし、100人を採用する大手企業であれば、採用担当者の工数が減らせる、学生とのコミュニケーションがスムーズになるのであれば、1人1万円の負担は十分許容範囲です。
このように、採用人数が多ければ、ツールの強化やステップ率を上げるための工夫にも投資しやすくなります。逆に、そもそも採用できる人数が少ない中小企業では、採用ツールへの投資もなかなか難しいのです。
3. 採用体制
3つ目は、社内の採用体制です。100人未満の中小企業においては、新卒採用に専任の担当者をおくことは非常に困難です。
恵まれたケースでも中途採用との兼務、また、教育や評価制度、労務などと兼務である場合も多いでしょう。場合によっては管理部門での兼務や、社長や役員の兼務というケースも多々あります。
採用活動に専念できる社員がいれば、採用計画のプランニングもしっかりと情報収集して計画を立てたり、採用したい学生とのコミュニケーションに十分な時間を割いたりすることも可能です。
このような採用体制の差が、採用結果の差へと繋がってきます。
4. ノウハウ不足
先程の採用体制の差は、ノウハウの蓄積にも繋がってきます。採用を成功させることだけに専念できる採用担当者がいれば、1つ1つの施策をおこなううえでも常に工夫・改善がおこなわれます。
また、採用活動全体の振り返りもしっかりと数値で検証して、改善すべきこと、継続すべきことを確認して、翌年の採用活動に反映していきます。新規ツールの情報収集やトライアルにも意欲的です。
しかし、専任者がいない中小企業では、漫然と前年踏襲で採用活動を進めたり、求人広告代理店の改善提案に従うだけで情報収集の範囲が狭かったりしがちです。採用ノウハウの蓄積は、時間が経過するにつれ差が開いていきます。
とくに中小企業でよくあるのが、情報発信のノウハウ不足で自社の魅力を十分に発信できず、採用に苦戦しているケースです。
「情報を発信する工数がない」「効果的な発信方法を取り入れていない」「十分に考えきれず、自社の魅力に気づいていない」等、原因はさまざまです。
その他、母集団形成のチャネルに関する知識、説明会や面接での学生に対する「魅了付け」のノウハウも不足していることが多いでしょう。
中小企業を志望する学生も増加傾向
ここまでは中小企業の厳しい現状を述べてきましたが、希望の持てるデータもあります。
「2020年卒マイナビ大学生就職意識調査」によると、大手企業を志望する人の割合は減少傾向にあり、中堅・中小企業を希望する人との差が埋まりつつあるのです。この流れに乗って、新卒採用を成功させたいものです。
この先は、中小企業における新卒採用でよくある悩みと採用成功に向けたアプローチ方法をご紹介します。
中小企業の新卒採用にありがちな3つの悩み
中小企業が新卒採用をおこなううえでは、次のような悩みが生じることが多いでしょう。
1. どうやったら学生を集められるか?
「どうすれば自社に応募してもらえるのか」「何をすれば自社の存在を知ってもらえるのか」という根本的な悩みです。大企業と同じフィールドで戦っている場合、とくにこのような悩みを抱えやすくなります。
先に述べたとおり、学生はどうしてもネームバリューのある大企業に流れてしまいがちです。
2. いつから動き始めたら良いか?
中小企業にとっては、採用活動を始めるタイミングも悩みの種です。採用時期を大企業より遅らせることによって学生を集めようとする中小企業もあります。
しかし先述のとおり、中小企業をはじめから志望する学生も増えています。このような学生を採用しようとすれば、採用時期を遅らせるのは得策ではありません。採用活動を遅らせると、そもそも優秀な人材が市場に残っていないという問題も出てきます。
3. どうしたら内定承諾をもらえるか?
十分な数の学生を集め、優秀な人材に内定を出せたとしても悩みは残ります。昨今は売り手市場が続いていることもあり、殆どの学生が複数の企業から内定をもらいます。従って、学生が内定を取得した複数企業の中から、就職先として自社を選んでもらう必要があります。
内定を辞退されてしまうと、母集団形成と選考に使った時間は無駄になり、また始めから選考フローをやり直すことになり、更なる手間とコストがかかってしまいます。
中小企業の新卒採用を成功させる5つのアプローチ
それでは、中小企業が新卒採用を成功させるために取り入れたい5つのアプローチをご紹介します。
1. 採用単価を落とし過ぎない
1つ目は、採用予算を落とし過ぎないことです。学生1人あたりにかかるコストを引き下げることばかり考えると、結果として質の良い採用ができない可能性があります。
採用予算は「費用」であると同時に、「投資」です。多少費用がかかったとしても、優秀な人材を採用することができれば、仮に採用単価が50万ではなく、70万円になったとしても将来性を考えた場合、十分に見合う金額でしょう。
一方で採用単価を40万に落とすことだけを目標にして、結果的に人材が採れないようなことになると、その費用はすべて無駄になるどころか、事業計画にも悪影響を及ぼします。また、内定辞退、ミスマッチによる離職等が多発すれば、削ったはずの採用コストが余計にかかってしまうことになります。
採用活動で大切なのは、上手にお金をかけることです。無駄な費用、非効率的なやり方は、徹底して手を入れたうえで、自社にとって効果的な施策や新しいノウハウを得るためのトライアルには適切な予算を割くようにしましょう。
2. 応募のハードルを下げる
求人に応募する際のハードルを下げることも効果的です。応募を簡単にすることで採用に成功した企業の1つが、新潟県であられやせんべいの製造販売をおこなっている三幸製菓です。三幸製菓はご存知の方も多く、中小企業とはいえないかもしれません。
しかし、新潟という決して学生が多くないエリアで採用活動をおこない、かつ、同じ県内で業界トップである亀田製菓がいるという採用環境は決して楽なものではありません(ちなみに、東京にいる大学生の人数は74万人、それに対して、新潟県は3.1万人と、東京の1/20です)。
そんな三幸製菓がおこなったのが、採用ポータルサイトへの登録をやめて、代わりに「日本一短いES(エントリーシート)」という独自の採用方法です。学生が三幸製菓にエントリーするためのプロセスは次のとおりです。
- 採用HPで「おせんべいが好き?」「新潟で働ける?」という2つの質問に答える
- メールアドレスを入力し、エントリーが完了
自己PRも志望動機も必要とせず、学生にとって非常に簡単なエントリー方法です。
「魅了付け」は、エントリーしてもらった後にすれば良い、まずは母集団を作ることが大事であると割り切って、応募へのハードルを低くする工夫をおこなうことで、効果的に母集団を形成することができます。
三幸製菓はSNSやインターネットで取り組みを発信し、多くのマスコミでも取り上げられた結果、十分な母集団を形成することに成功しました。
一方で中小企業の新卒採用では、未だに「採用ポータルサイトでエントリーする際に、志望動機を求める」「説明会に手書きの履歴書を持参すること」「説明会の後に選考を希望する学生は必要書類を郵送する」等、自ら応募のハードルを作っているケースが見られます。
ある中小企業では、「説明会に履歴書を持参する」ことを止めただけで、前年対比で説明会の動員数が120%に伸びたというケースもあります。応募のハードルはなるべく低くすることが非常に重要です。学生に会えないことには、採用活動の成功はありえません。
3. 自社に適した採用チャネルを選ぶ
大企業ほどの予算を採用活動に使えない中小企業は、採用チャネルを適切に選ぶことも大切です。あまり多くのチャネルを選択できない中で、大手求人媒体だけに予算を使って、採用に失敗している企業もあります。
大手求人媒体は学生の登録数も非常に多い一方で、大手企業や人気企業と同じフィールドで戦う選択でもあります。自社の採用力(母集団形成力)や使える工数を考えたうえで、適切な採用チャネルに予算を投下しましょう。
予算が限られているからといって、毎年同じ媒体しか使わないのもリスクが高いでしょう。
新卒採用の市場は、学生が使う採用チャネルの移り変わりも高速です。少額で構いませんので、新しい採用チャネルを積極的に試しておくことが採用力の向上に繋がります。
4. 「自社の魅力」をしっかり発信する
近年の学生は、「自由な働き方」「一人ひとりが活躍できる環境」「仕事のやりがい」等を求める傾向が強くなっています。
そこで強みとなるのが、中小企業ならではの柔軟さです。大企業に比べてスピーディーな意思決定ができる中小企業では、働き方やビジネスのあり方を学生のニーズにフィットさせることが可能です。
また、少数の人員で幅広い業務をこなすので、社員は短期間でより多くのスキルを獲得し、自己成長に繋げることもできます。
学生のニーズという視点で、自社を見つめ直すと、新たな魅力が見えてくるかもしれません。
こうして自社の持つ魅力を再認識したら、しっかりと明文化しておきましょう。そして、自社の魅力がきちんと伝わる方法を検討し、新卒採用に落とし込みます。このときに重要なのは、学生目線に立つことです。
メッセージ自体もそうですし、それ以外についても“学生目線”を意識しましょう。
例えば、最近の就職活動はほぼ100%スマートフォンでおこなわれています。求人情報や企業のホームページを見るのもスマートフォンです。企業サイトや採用ホームページがスマートフォン対応していないと、それだけで「古臭い」「時代についていっていない」と判断されます。
学生の連絡手段も、殆どの学生が使っているのはe-mailよりもLINEです。学生がよく使う連絡手段に合わせることで、発信した情報を見てもらえる確率が上がり、また、面接日程等の調整もスピーディーになります。
5. 一人ひとりの学生に手間をかける
採用活動では、応募者数や内定承諾率等の数字に目が行きがちです。しかし、その数字を形作っているのは一人ひとりの学生です。中小企業の採用は、採用人数が少ないからこそ、採りたい学生一人ひとりに寄り添って採用をおこなうことが大切です。
なぜ自社に応募したのか、どのような働き方を望んでいるのか等、学生のニーズをしっかりと把握して、それに応じて魅了付けをおこなっていきましょう。学生の就活状況に応じて社員面談を設定したり、場合によっては、選考フローを変えたりしても良いでしょう。
採りたい学生に対して最も効果的な方法で、自社の魅力を伝え続けるのがポイントです。
まとめ
中小企業の新卒採用が難しい状況は依然として続いていますが、一方で、任せられる仕事の広さ、組織の柔軟性、顔が見える規模感等に魅力を感じて、中堅・中小企業を志望する学生も一定割合います。
このチャンスを掴み、新卒採用を成功させるためには、採用活動の工夫が必要です。中小企業ならではの柔軟さを活かして、適切な採用戦略を立てましょう。そして、自社の魅力をしっかりと学生に伝え、優秀な人材の採用に繋げてください。
著者情報
株式会社ジェイック|シニアマネージャー
稲本 太郎
新卒で入社してから一貫して、新卒・中途の採用コンサルティング、キャリアカウンセリング、マネジメントを経験。計15年以上に渡って、採用支援の第一線で活躍している、社内でも有数の経験豊富な現役採用コンサルタントでありながら、自社採用の面接官も兼任。新人賞、トップセールス賞、MVT、社長賞、特別賞、ベストプラクティス最多ノミネートなど数々の受賞実績有り。
著書、登壇セミナー
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