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新卒採用におけるWeb説明会・オンライン説明会を成功させるポイントを解説|HRドクター 株式会社ジェイック 新卒採用におけるWeb説明会・オンライン説明会を成功させるポイントを解説
コロナ禍を契機として、新卒採用におけるWeb説明会(オンライン説明会)が一気に定着しました。
コロナ禍以前は、Webやオンラインでの採用活動を実施している企業は非常に限られていましたが、コロナ禍をきっかけに説明会やインターンシップ、一次面接などをオンラインで実施することは当たり前となりました。
コロナ以降も、オンラインと対面を混合して採用活動を実施するハイブリッド採用の形で定着する見込みです。
ただし、Web説明会には、対面の説明会とは異なるポイントもあります。これから導入する場合、対面とは異なるポイントなどを押さえておく必要があるでしょう。
記事では、新卒採用におけるWeb説明会の状況と種類、Web説明会を採用活動に導入するメリットを確認したうえで、Web説明会を成功させる5つのポイントを解説します。
参考になれば幸いです。
<目次>
新卒採用におけるWeb説明会の状況
まずは、近年の新卒採用において、Web説明会が急激に普及した背景や実施率などの状況を見ていきましょう。
コロナ禍による急激な普及
Web説明会は、コロナ禍を機に、非対面で実施する採用手法としてWeb面接とともに急速に普及したものです。
2020年4月に緊急事態宣言が出されて、ビジネスシーンで従来のようにオフィスや会議室に多くの人を集めることは難しい状況となり、テレワーク(リモートワーク)やWeb会議などの仕組みが普及しました。
採用現場でも、「大会場に多くの学生を集められない」「都道府県をまたぐ移動の自粛要請が出た」などの問題が生じたことから、Web会議ツールなどを利用したオンライン採用が急激に普及しました。
実施率の状況
株式会社ディスコでは、1回目の緊急事態宣言中である2020年5月に、2021年卒におけるオンライン採用などの調査を行なっています。
この調査結果では、6割以上の企業が自社セミナー(会社説明会)と個人面接をオンラインで実施していました。
一方で「いずれもオンライン実施はしない」と答えた企業は、当時で約2割という結果だったようです。
出典:2021年卒 採用活動の感触等に関する緊急企業調査(株式会社ディスコ キャリタスリサーチ)
学生にとってもオンライン説明会は馴染みあるものとなり、株式会社マイナビが2021年5月に発表した調査結果では、2021年卒と2022年卒を比べると、対面式の個別企業セミナー(会社説明会)の参加経験がある学生は21.8%も減少したのに対して、Web(ライブ)の参加経験がある学生は、14.5%増えたという結果になっています。
出典:2020年卒 学生就職モニター調査 4月の活動状況(マイナビ)
コロナ禍は、多くの人の想定以上に長引く事態となりました。
しかし、2022年10月時点では、前回の緊急事態宣言からしばらく間が空き、ある程度コロナ禍が落ち着いてきたといえる状況になっています。
約2年半、オンライン採用が実施された結果、オンライン採用やWeb説明会などのメリットも浸透し、今後も対面とオンラインのハイブリッド採用を実施しようとする企業が多くなっています。
Web説明会の種類
Web説明会を実施するときには、まず以下の2種類から、説明会の目的や内容、採用ターゲットに合うものを選ぶ必要があります。
ライブ配信形式
Web説明会をリアルタイムで配信する形式です。ライブ配信形式の場合、人事担当者の説明に加えて、参加者から質問を受け付けて回答することも可能です。
参加ハードルは上がってしまいますが、Web会議形式で実施すれば、ディスカッションなども可能になるでしょう。
ただし、ライブ配信の場合、決められた日時での開催になるため、アルバイトや部活、研究などで忙しくタイミングが合わない学生は参加できなくなります。
最近では、人事担当者の負担を減らす目的で、ライブ配信形式の会社説明会を録画して、後述するオンデマンド(録画配信形式)で提供する企業も増えるようになりました。
録画配信形式
録画配信は、いわゆるオンデマンド型と呼ばれるものです。学生の都合の良いときに視聴できるメリットがあります。
また、繰り返しの視聴も可能であるため、以下のようなニーズにも対応可能です。
- 志望動機を書くために、企業紹介をじっくり視聴したい
- 市場や業界に関する理解度を高めたい など
録画配信形式の場合、動画を視聴しながら、人事担当者やほかの求職者とのコミュニケーションを図ることは難しいです。
録画配信形式にすると、日時が特定されないというメリットがありますが、一方で「いつでも見られる」という安心感、また録画ということで体感価値が下がるのか、参加率が落ちる、途中で離脱する学生が増えるといった傾向にあります。
こうしたオンデマンド型のデメリットを避けながら、負担を減らすために、「日時を指定した形で開催して、当日は録画動画を流しつつ、質疑応答などだけリアルタイムで回答する」といったやり方を取っている企業もあります。
Web説明会を採用活動に導入するメリット
採用活動にWeb説明会を導入すると、以下の効果やメリットが得られます。
母集団の拡大
対面形式の説明会の場合、たとえば、以下のような事情を抱えた学生は参加できません。
- 夕方から用事があるため、移動時間を考えると参加できない
- 先週は地方から泊りがけで就職活動に行ったので、いまは予算的に参加が厳しい など
- まだ志望度が上がっていない中で、交通費をかけたりして参加するところまではいかない
Web説明会を開催すれば、こうした新卒学生の参加も可能になります。また、対面だけの採用活動をするよりも、大きな母集団を形成しやすくなるでしょう。
採用コストの削減
説明会をWeb中心にすることで、以下の採用コストも削減しやすくなります。
- 社外で会場を借りる費用
- 配布資料の印刷費用
- 会場設営の準備にかかる費用
- 人事担当者の交通費 など
採用活動の効率化(工数の削減)
Web説明会に切り替えると、対面説明会で生じていた以下の作業が不要になります。
- 会場の事前予約をする
- 開催の前日に配布資料をプリントアウトする
- 会場に移動する
- 会場までの地図を作製する
- 求職者一人ひとりに資料を配布し、受付をする
- 説明会の終了後、会場の椅子・テーブルをもとに戻す など
Web説明会の場合、人事担当者がテレワークを行なう自宅からの配信も可能です。
担当者の工数=費用(人件費)ですので、Web説明会の導入による工数削減は費用削減にもつながります。
なお、近年では、採用活動の早期化・長期化・複雑化や、採用チャネルの多様化などの要因で、人事担当者の負担は増加傾向にあります。
こうした状況下で人事担当者の負担を軽減するには、会社説明会のWeb化による採用業務の効率化は有効といえます。
Web説明会を成功させるポイント
Web説明会は、ただ実施すれば良いわけではありません。Web説明会を開催するなら、自社の魅了付けや採用効果につながるものにする必要があります。
この章では、Web説明会の成功につながるポイントを確認していきましょう。
【前提】Web説明会に必要なツールと環境の確保
Web説明会を開催する際は、配信環境とツールが必要になります。ハード面では以下のものが必要です。
- カメラ内蔵のノートパソコン
- パソコンに接続するためのマイク
- 照明
カメラはノートパソコン内蔵のもので事足りますが、外付けのものがあると、位置などの調整はしやすいです。
また、Web説明会では、音質は大切になるため、こちらはパソコン内蔵のマイクではなく、外付けでノイズキャンセラー付きのインカムなどを準備することがおすすめです。
なお、Web説明会を配信するには、以下4つの基本機能のあるツールが必要です。具体的には、ZoomやTeams、Webexなどになります。
- 参加者へのURL発行
- 動画のリアルタイム発信
- 資料や画面の共有
- チャット機能
通信環境に関しては、最近は無線での接続でもかなり安定していますが、できれば有線での接続が望ましいでしょう。
ハード・ソフト選びのポイントや、Web説明会で使えるツールの費用などが知りたい人は、以下の資料をダウンロードしてみてください。
参加率を高める工夫をする
たとえば、たくさんの申し込みがあっても、当日キャンセルが多ければ、母集団拡大につながりません。
なるべく多くの学生に参加してもらうためには、まず、Web説明会への参加で得られる以下のようなメリットを紹介する必要があります。
- ◯◯業界のトレンドがわかる
- 人事担当者に質問ができる
- 参加特典がもらえる(特別な資料・採用イベントの参加チケット など)
Web説明会の場合、手軽に参加できる分、キャンセルも生じやすい傾向があります。
前述のとおり、録画配信型の場合、途中離脱が生じがちです。録画配信にする場合は、参加率UPや離脱を防ぐための仕かけや工夫を考えることも大切になります。
具体的には、録画配信であっても日時を決めて配信したり、アンケート回答者への参加特典を準備したりするなどの工夫を入れることもおすすめです。
また、録画・ライブに関わらず、学生に馴染みがある配信ツールや、アプリのインストール不要で利用できる配信ツールを使うといった工夫も大切です。
オンライン会社紹介のポイントを押さえる
Web上で会社紹介などをする場合、画面の向こうにいる学生の視聴しやすさ、資料の見やすさ、話の聴きやすさなどを意識した資料の準備や進行が大切です。
たとえば、Web説明会の画面共有を使う場合、パワーポイント上で画面いっぱいに表示するよりも、資料のサイズが6~7割に小さくなるのが一般的です。
そのため、Web説明会用の画面共有で使うスライドは、対面での会社説明会で流すパワーポイントよりも少し大きめのフォントにして1枚あたりの情報量も減らしたほうが見やすくなります。
また、Webの場合、リアルな対面と比べて視聴者の集中力が早く途切れやすい傾向があります。
そのため、人事担当者が一方的に話す時間は少なめにして、Q&Aや投票などの双方向コミュニケーションを増やす工夫をすることも、学生の集中力を保つことにつながるでしょう。
また、画面共有すると、カメラの映像は小さくなって、相手の画面いっぱいに共有した投影資料などが共有されることが多いです。
したがって、Web説明会では、声の重要性が非常に増します。
学生に声を届けるには、しっかりとした声を出すことはもちろん、声の抑揚、リズム、間などを意識することが大切でしょう。
なお、新卒採用の場合、学生はスマフォでの参加も多くなります。スマフォで見た場合、資料はさらに小さくなります。
普段、仕事でWeb会議などを使い慣れている方でも、スマフォでの見え方は意外と認識されていないことも多いでしょう。事前に確認しておくことが大切です。
オンライン会社紹介のポイントは、以下の資料も参考にしてみてください。
後工程への接続を工夫する
採用活動における会社説明会は、参加してもらって終わりではありません。説明会で自社への興味付けや魅了付けをして、採用選考に進んでもらうことが目的です。
Web説明会の場合、対面での会社説明会と違って、同じ空間を共有していない分、画面の接続を切った瞬間に余韻なく関係性や感情が終わってしまう傾向にあります。
したがって、Web説明会を実施するときには、学生の熱量や意欲が冷めないうちに、採用選考へつなげる工夫が非常に大切になります。
たとえば、アンケートの回答率を高める工夫をしたうえで、アンケートで選考への応募意思を確認するなどもおすすめです。
短い期限を設定して早々に「採用選考に進むかどうか」を意思決定してもらうようにするのもひとつでしょう。
その際、学生にとってのメリット(速やかに意思決定すると面接やグループディスカッションの日程を選びやすいなど)も提示するとよいでしょう。
なお、対面での説明会の場合、「説明会+グループディスカッションによる一次選考」という形式も多くありました。
Web上でもグループワークができるツールを使い、かつミーティング形式にすれば説明会+グループディスカッションは実施可能です。
しかし、ミーティング形式にした場合、学生の参加ハードルは上がってしまい、また、対面と比べるとグループワークも実施しにくくなります。
結果的に、一次選考でグループディスカッションを実施する企業は減少する傾向にあります。
まとめ
新卒採用におけるWeb説明会は、コロナショックによって急激に普及しました。
2022年10月時点では、緊急事態宣言なども解除されてからかなり時間が経過したことで、コロナ禍も一定の落ち着きを見せています。
そのため、対面での採用活動もできるようになりましたが、約2年半の間にオンライン採用やWeb説明会のメリットが浸透し、今後も対面とオンラインのハイブリッド採用を実施する企業が多い見込みとなっています。
Web説明会には、以下3つのメリットがあります。
Web説明会は、対面での説明会と少し異なるポイントもあります。たとえば、Web説明会を成功させるには、以下のポイントは押さえておく必要はあるでしょう。
- 【前提】Web説明会に必要なツールと通信環境を確保する
- ・参加率を高めるコンテンツやアナウンス、特典を盛り込む
- ・オンライン向けの投影資料や進行のポイントを押さえる
- ・後工程(採用選考への応募など)への接続率を高める工夫をする
Web説明会を始めるうえでより詳しい情報が知りたい人は、以下の資料をダウンロードしてみてください。
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。
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