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採用方法まとめ【求人の募集方法9選】特徴とメリット・デメリットは?|HRドクター|株式会社ジェイック 採用方法まとめ【求人の募集方法9選】特徴とメリット・デメリットは?
企業の採用方法には、どのようなものがあるのでしょうか。インターネットの発展に伴って、採用方法は多様化しています。その中で、自社の採用力、また採用対象によって、最適な採用方法は変わってきます。
記事では、自社に適した採用方法の選び方、以前からある代表的な5つの採用方法と、この数年で伸びている4つの採用方法を紹介します。
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求める人材に合った採用方法の選定は不可欠
直近20年ほど、採用方法の多様化が急速に進んでおり、自社の採用力や求める人材に合わせた採用方法の選択は、採用成功のために欠かすことは出来ません。ひと昔前は、転職者や就活生の大半が、2つないしは3つ程度の求人媒体に登録していました。従って、採用方法もそれら2~3つの求人媒体を利用する以外に選択肢はありませんでした。
しかし、近年ではITの発展、スマートフォンの普及にも後押しされ、求人サイトや就職支援サービスは大きく多様化しています。結果として、転職者や就活生が登録・利用する求人サイトや就職支援サービスも昔より分散化しているため、採用したいターゲットに合わせて採用方法を選ぶ必要があるのです。
また、いつの時代も中小企業にとって、大手企業との採用競争は難しい問題です。
自社の採用力に応じて、大企業と競合するような採用方法で戦えるのか、あるいは競合が少ない場所を選んだほうがうまく行くのかも考慮する必要があるでしょう。
採用方法選びを成功させる秘訣は「採用計画」と「採用力」の整理
採用方法選びを成功させる秘訣は、「採用計画」と「採用力」の整理です。
採用計画
採用に最適な媒体を選ぶ上で、まず重要なことは採用計画です。採用計画はシンプルには、「どんな人をいつまでに何人」採りたいのか、です。
どんな人を?
「採りたい対象」は“新卒”“既卒・若手”“中途採用(経験者)”などで考えるとどの層でしょうか。また、「雇用形態」は“正社員”“派遣社員”“アルバイト”“業務委託”“フリーランス”、どんな形態でしょうか。そして、「職種」は何でしょうか。この3つは採用を考えている時点ですでに決まっていることが多いかと思います。
「どんな人を?」を考えるときには、これに加えて、未経験でOKなのか、それとも職種は未経験でも良いが実力は欲しいのか、あるいはどんぴしゃりの経験者なのか、といった求める経験値をはっきりさせることが重要です。また、ポテンシャル層なのか、マネージャー候補なのか、それとも市場でも上位に入るようなスペシャルな人材を採りたいのかによって、適した採用方法は変わってきます。
いつまでに?何人?
採用納期と人数の設定も重要です。採用人数が3人の場合、10人の場合、30人の場合で適した採用方法は変わってきます。また、「いつまでに」という点に関しても、必ず採らないといけないか、採れなくてもいいのかで選択肢が変わります。
例えば、「来年の事業計画上、今年の8月までには必ず営業を4人採用する必要がある」場合と、「社内の年齢構成を考えると、20代前半の若手を年2,3人ぐらいずつ採れたらいいな」という場合で、使う媒体の優先順位が変わってくることはイメージしやすいと思います。
自社の採用力
採用方法を選ぶ上では、自社の採用力を把握することも重要です。採用力はシンプルに表現すると「母集団を集める力」と「人材を口説く力」です。
母集団を集める力は、所属する業界・採用したい職種の人気度、会社の規模やステータス、求人広告(原稿)を作る力といった要素の掛け合わせです。例えば、母集団を集める力が強い会社であれば、求人サイトに広告出稿するのが費用的に効率いいことが多いですが、母集団を集める力が弱い場合には求人サイトに求人を出してもお金が無駄になることも多いでしょう。
また、「人材を口説く力」の強弱も採用方法の選択に関わってきます。口説く力が強いということは、接点さえ持てれば魅了付けできるということですから、例えば採用イベントに参加することが効果的な場合もあります。しかし、口説く力が弱い会社だとイベントに参加しても競合に負けてしまい結果に結びつかないでしょう。
自社の「母集団を集める力」と「人材を口説く力」がどれぐらいなのか、過去の実績や外部の客観的な意見を参考にしながら見極めましょう。
採用に割けるリソースを設定する
「採用計画」と「採用力」を踏まえた上で、採用予算や工数といったリソースを設定していきましょう。「市場に少なく、競合が激しい採用ターゲット」を「低い採用力」で採用しようと思うのなら、採用力を補うためにコストや工数、優秀な採用担当のアテンドが必要です。逆に、「市場に多い」採用ターゲットを「高い採用力」で採用するなら、コストや工数は低く抑えられます。
また一般的には、コストを抑えるなら工数を増やすことが必要ですし、コストを増やせば工数を抑えられます。例えば、人材紹介を使うと採用単価はあがりますが、採用工数は低く抑えられ、自社の採用力を上乗せすることが出来る、という形です。
代表的な5つの採用方法
従来からある5つの代表的な採用方法を見ていきましょう。
ハローワーク
ハローワークは、公共の職業紹介ですので、求人掲載にコストはかかりません。採用対象によっては、採用に関する助成金や給付金の対象となることもあります。
一方で、ハローワークは就職が困難な人たちを支援するセーフティーネットとしての役割を担っています。従って、企業が採りたいと思う優秀層や若手層の採用を行うことは困難です。ただし、都市部と比べて求人倍率が低く、行政の信頼性が高い地方では、ハローワークでの採用が有効な場合もあります。
求人媒体(紙/Web)
求人媒体には「紙媒体」と「Web媒体」の大きく分けて2種類があり、近年では完全にWeb媒体が主流です。ただ、紙媒体はページをめくっていく中で「ふと目に留まる」という一覧性が高いため、採用ターゲットによっては今も有効です。Web媒体(求人サイト)は、様々な業界・職種を総合的に扱うものから、業界や職種に特化したものまで、様々な種類があります。採用ターゲットによって自社に適した媒体を選ぶことが重要です。
なお、現職/前職で活躍している人材になるほど、求人サイトを使って無闇に応募することが減ります。そもそも仕事に困っていない(積極的に転職先を探してはいない)ことも増えますので、自ら探すのではなくダイレクトリクルーティングサイトに登録してオファーを待ったり、人材紹介を使って転職したりすることが増えます。
従って、求人媒体を使って、“ハイレベル”“スペシャル”な人材を採ることは難しいでしょう。また、求人サイトの利用に際しては、原稿作成から応募後の魅了付けまでを自社が主導して進めますので、魅力抽出や言語化、口説き力などの採用力を持っている必要があります。
自社媒体
「媒体」というと大げさですが、自社ホームページやSNSは採用手法の1つです。また、店頭の貼り紙や社員の名刺なども、1つの採用媒体だといえます。
あるネット系企業では、全社員の名刺に「採用担当」という肩書きが入っており、名刺の裏側には自社採用ホームページのQRコードが入っています。取引先やパートナー、情報交換の相手などにどんどん名刺は配られていきます。例えば社員1人あたり3か月で100枚の名刺を使うとすれば、100人の社員がいれば、年間で4万枚の名刺が配られるわけです。
店舗ビジネスや塾などの業界では、アルバイト学生やパートスタッフからの社員登用がうまくいっている会社は採用が順調です。学習塾を運営するある会社では、新卒採用においてアルバイト学生からの登用が採用人数の60%ほどを占めています。
当然外部に支払う採用費用を抑えることが出来ていますし、仕事にも慣れていますので一種の即戦力です。当たり前ですが、“アルバイト学生が入りたいと思う職場になっている”ことが重要です。
このように自社が持っている接点は採用に繋げることも出来ます。もちろん短期的な効果を計算することは難しいですが、「自社媒体」からの採用が軌道に乗ると、求人コストを抑えることが出来ますし、自社への理解が深い即戦力層を採用することも出来ます。
採用イベント
採用イベントの魅力は、「会える」ことが確約されている点です。従って「母集団を集める力」は弱いが「人材を口説く力」は高いという企業に向いている採用方法です。“業界としては少し不人気だが、優秀な人材を採用担当にしている”会社や“経営者が参加して人材を魅了付けする”会社は、採用イベントを活用して採用成功していることが多いです。
採用イベントは、求職者が行きたいブースを回る「合同企業説明会」型と、企業と求職者が話す場が組み込まれた「マッチングイベント」型があります。合同説明会型の採用イベントは、知名度や業種によってブースを訪れてくれる求職者数が変わります。マッチングイベント型の場合は、会える機会までは平等ですので、「人材を口説く力」で勝負できるウェイトがより大きくなります。
人材紹介
人材紹介は、求める人物像やスキルを人材紹介会社に伝えると、条件に当てはまる人材をコンサルタントが紹介してくれるサービスです。採用に工数をかけられない、あるいは採用力に自信がないといった場合におすすめですし、また、経験者層や優秀層にピンポイントで会いたいという場合にも有効です。
ただし、採用コストが高くなること、採用ノウハウが自社に蓄積されないことがデメリットといえます。
最近トレンドになっている4つの採用方法
この数年で採用市場に浸透し、利用企業が増えている4つの採用方法をご紹介します。
ダイレクトリクルーティング
ダイレクトリクルーティングは、求人サイトのように求職者からの応募を待つのではなく、サービスに登録している求職者に対して、企業がスカウトメールを送って求職者の応募を促せるサービスです。
企業から能動的にアクションを起こせますので、文面を工夫したり、特別選考を提案したりすることで、求人サイトでは応募してこない層の応募を獲得したり、母集団を集める力が弱い会社が応募を集めることが出来ます。検索条件で絞り込んだ上で、求職者のプロフィールを見てスカウトメールを送れるため、求める人物像やスキルに適合する人材だけにリーチできる点は人材紹介と近いメリットがあります。
人材紹介と違って、エージェントが介在しませんので、単価も安く抑えることが出来ます。一方でスカウトメッセージを送る手間が必要ですので採用担当者の負担が重くなる、文章の工夫や開封率などを見ながら文面を作り替えるなどマーケティング的な力も求められます。
リファラル採用
リファラル採用は、昔でいう「縁故採用」を仕組みとして進化させたものです。いきなり「採用に応募してもらう」のではなく、例えば、ピザパーティーを定期的に開催したり、食事の場を作ったり、また接点を持った後は、SNSやLINE等のツールで、気軽な形のコミュニケーションを継続するなどの工夫がされています。
既存社員からの紹介は、自社と親和性が高い人材を集められる、定着率が高い、専門性の高い人材を確保できるといったメリットがあります。もちろん、採用コストを抑えることも可能です。
採用マーケティング
採用マーケティングとは、自社ホームページとWeb広告を組み合わせて行う採用方法です。「採用」を「商品やサービスの販売」と同じように考えて、
- Web広告やブランディングによって自社ホームページに人を集める
- 訪れた人とのコミュニケーションの仕組みを設計する
(魅力を発信し続け、就職・転職するとき、自社に応募が来るようにする)
といった、マーケティングの考え方と手法を「採用」に取り込んだやり方です。
自社にマーケティングのノウハウがないと実践が難しい、短期間で成果があがるものではない、といったデメリットがありますが、軌道に乗れば安定した採用とコストの削減が可能になります。採用に関して「資格」が必須になり、かつ業界内での転職が多い分野、例えば、不動産や美容室、自動車整備などの業界で徐々に取り組む会社が出てきています。
業務委託
業務委託は、一般的な「採用」の概念からは外れるかもしれませんが、この数年で利用企業が増えている手法です。近年ではフリーランスの募集サイトや顧問派遣、プロ人材の派遣などのサービスも増加しており、「採用」という概念自体が変化してきている側面があります。
最近トレンドになっている業務委託は、マーケティングやエンジニア、デザイナー、広報や会計などのスペシャリストを週1~週3日程度勤務してもらうといった形での雇用です。分野の「即戦力」を期間限定、またフルタイムでの雇用と比べると割安で利用できることが魅力です。
まとめ
近年、新卒・中途の双方で、採用方法の多様化が進んでいます。昔ながらのハローワーク、求人媒体(紙/Web)、自社媒体、就活イベント、人材紹介といった採用法に加えて、最近では、ダイレクトリクルーティング、リファラル採用、採用マーケティング、業務委託などの手法も利用企業が増えています。
多様な選択肢がある分、自社に最適な採用方法を選ぶ必要性は昔より強くなっています。採用方法を選ぶ際には、「どんな人材をいつまでに何人採りたいのか」という採用計画、そして、「母集団を集める力」「人材を口説く力」という会社の採用力を掛け合わせて考えましょう。
採用難易度が高い人材を採りたい、納期までに必ず採り切りたい、採用力が低いようであれば、それに応じた採用手法を選択する必要がありますし、逆も然りです。
以下の記事でも新卒と中途に分けて、採用方法を解説しています。ご興味あれば、併せてご覧ください。
著者情報
株式会社ジェイック執行役員
古庄 拓
WEB業界・経営コンサルティング業界の採用支援からキャリアを開始。その後、マーケティング、自社採用、経営企画、社員研修の商品企画、採用後のオンボーディング支援、大学キャリアセンターとの連携、リーダー研修事業、新卒採用事業など、複数のサービスや事業の立上げを担当し、現在に至る。専門は新卒および中途採用、マーケティング、学習理論
著書、登壇セミナー
・Inside Sales Conference「オンライン時代に売上を伸ばす。新規開拓を加速する体制づくり」など著者の他の記事を見る
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