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【具体例付き】目標設定シートの書き方を紹介|営業職など各職種の作成のコツを紹介 【具体例付き】目標設定シートの書き方を紹介|営業職など各職種の作成のコツを紹介
目標達成力の強い組織を作るには、適切な目標設定も欠かせません。
記事では、目標設定に盛り込むべき要素や、職種と階層ごとの目標設定 具体例を紹介します。目標管理制度を効果的に運用するためのポイントも解説しますので、目標設定の参考にしてください。
<目次>
なぜ目標設定が重要になるのか?
目標は、私たちが進むべき先を明確にする灯台のようなものです。目標設定を通じて、向かうべきゴールを明確にすることで、「何が実現すれば成功か?」が定義され、そこに向けた方向性、判断基準、向かうための道筋を考えることができます。目標設定を行うことで得られる効果は多数あります。
まず第一に、目標設定することで、ゴールを実現するための具体的なアクションが明確になります。個人や組織がどこに向かっているのか、何を達成したいのかを明確にすることで、何をすればいいかが明確になり、ゴールへ最短で向かうことができるようになります。
また、目標設定はモチベーションを高める効果もあります。達成すべきゴールが明確になることで、努力する意欲が増し、困難な状況にも立ち向かえる強さが生まれます。とくに「達成動機」や「目標志向」など、目標達成することにモチベーションを感じるタイプの人にとって、適切な目標設定はエネルギーを生み出すうえで非常に重要な要素です。
さらに、プロジェクトなどを評価する手段としても、目標設定は大いに役立ちます。目標を定量的に設定することで、進捗を評価して、課題の洗い出しや改善に取り組みやすくなります。目標達成に向けた現状を可視化することで、チーム全体での共通認識も生み出せるでしょう。
つまり目標設定は明確な方向性を示し、モチベーションを高め、成果を最大化するための基盤となる重要な役割を果たします。
目標設定を効果的にする基礎原則「SMART」
目標設定では、まずSMARTの原則を満たすよう設定することが大原則です。
<SMARTの原則>
- Specific(具体的)
- Measurable(測定可能)
- Achievable(達成可能)
- Relevant(上位目標とのリンク)
- Time-bound(明確な期限)
ご存じの方も多いと思いますが、ビジネス現場でSMARTの原則を押さえていない目標設定がされていることは意外と多いものです。
目標を考えるプレイヤー側、また、目標を確認・承認する管理職側、双方がしっかりと効果的な目標設定の知識を持たないと、目標達成に強い組織をつくることはできません。
たとえば、「新製品Aの販売に力を入れる!」というのは、漠然としていて達成に向けた計画を立てられませんし、進捗の評価もできません。これは目標ではなく、単なる方針です。
また、設定した目標は、“絵に描いた餅”では意味がありません。
たとえば、年間2,000万円の売上実績しかないチームが「今年は2億円売りましょう」といった目標を設定しても、非現実的すぎてメンバーのモチベーションが上がらないでしょう。かといって、これが「2,000万円売る」だとすれば、成長がありません。
少しおかしな表現に聞こえるかもしれませんが、目標達成力の強い組織を作るには、まずキチンとした目標設定をできるようになることが重要です。SMARTの原則は下記の記事で詳しく解説していますが、興味があればぜひご覧ください。
目標設定シートに盛り込みたい要素
組織で目標設定する際には、紙もしくはオンラインの目標設定シート(フォーマット)を利用することが一般的です。目標設定シートに盛り込むべき基本的な3要素を確認しておきます。
SMARTの原則に則った目標
まずSMARTの各要素を満たした目標を設定します。目標はあまりに多いと、施策の検討や定期的な振り返り、改善が十分にできません。重要度が高い、最終目標を達成するためにキーとなる目標1~3つ程度に絞り込みましょう。
目標達成のための基本方針とKPI
目標は、設定して終わりではありません。目標を達成するためには、達成までの方針と基本計画、KPIなどをしっかりと考える必要があります。KPIは目標達成に向けて先行管理すべき指標です。以下の記事で詳細を解説しています。
評価基準
組織における目標設定はMBO(目標管理制度)として、人事評価制度と連携していることが大半です、人事評価に利用する場合には、評価基準を設定しておくことが大切です。5段階程度で、S~Dまでの基準を決めておくとよいでしょう。
人事評価制度と連携するためには、組織全体で目標の難易度、評価基準の目安をすり合わせておくことが大切です。
職種別の目標設定 具体例30選
続いて目標設定の具体例を職種別に紹介していきます。
営業職
- 売上目標の達成:2023年第3四半期、商材Aの受注額1000万(昨年度期比20%UP)を達成する。
- ステップ率の改善:顧客のニーズと課題を把握するヒアリング能力を向上させて、商談からの見積提出率を前期比で5%改善する。
- ネットワーキング活動:新規のビジネスチャンス創出に貢献するため、スケジュールとリソースを調整し、四半期で2つ以上の業界イベントやセミナーに参加し、そこから6商談を生み出す。
人事職
- 人材採用の効率化:2023年10月までに新規採用プロセスの見直しを行い、新卒採用に投下する工数を20%圧縮する。
- チームトレーニング強化:従業員のスキル向上を目指して期間中の2回のトレーニングセッションを実施し、参加者アンケートで評点9.0以上を実現する。
- 社内コミュニケーションの促進:半年後までに社内向けコミュニケーションツールを導入し、社員のアクセス率70%まで活用されている状態を作る。
総務職
- オフィス効率向上:今四半期中に、業務プロセスを見直しを行い、業務委託費用を前四半期対比10%削減する。
- リソース管理の最適化:リソース管理の最適化を通じてコスト削減と効率向上を実現し、前年比で10%の改善を達成する。
- コラボレーション強化:他部門との連携を促進しプロジェクトごとのコラボレーションを増やし、従業員調査の“社内連携”の評価を前期比で3pt改善する。
広報職
- メディア戦略の強化:1年後までに、戦略的なメディア戦略を通じて企業の知名度向上を目指し、パブリシティスコア500を達成する。
- ブランドイメージの向上:広報キャンペーンとイベントを通じて企業のブランドイメージ向上と顧客満足度の向上を図り、10月の認知度調査を昨年対比で2pt以上改善する。
- ソーシャルメディア活用:ソーシャルメディアを活用して、毎週2回の有益な情報提供を通じてターゲットオーディエンスの関心を引き、アカウントのエンゲージメントスコアを20%向上させる。
マーケティング職
- 新規顧客獲得:新規顧客数向上を目的として新たなプロモーション施策で900人以上の新規リードを獲得する。
- コンテンツ戦略強化:業界トピックに関するホワイトペーパー3本を作成する。
- ソーシャルメディア影響力拡大:今期末までにInstagramフォロワーを30%増加させ、自社サービス広告のCV数を前年比の15%増加を達成する。
ITエンジニア職
- プロジェクト納期の遵守:今四半期全てのプロジェクトを計画通りの納期までに完了させるため、プロジェクトごとに納期とマイルストーンを設定し、90%の遵守率を達成する。
- 技術スキルの向上:新しいプログラミング言語や開発ツールを学習し、技術スキル向上を図るため、半年後に新技術を活用したプロジェクトにアサインされ技術定着とバリュー発揮を行う。
- チームコラボレーションの強化:週に1度の定例会議を設け、プロジェクトチームの連携を向上させ、進捗と課題を各自が共有しチームでディスカッションを行う。これにより、商談からの受注率を5pt改善する。
コンサルタント職
- クライアントの業績向上:メンバー各々が担当のコンサルティングプロジェクトを通じて、クライアントの業績を半年以内に20%向上させる。
- インダストリー知識の拡充:毎週2回の業界調査を半年間継続し、クライアントに対して最新のトレンドと洞察を提供する。
- 新規案件のアサイン:複数の新規案件にアサインされ、月次フィーを300万円まで向上させる。
秘書
- 業務効率向上:ルーティン業務のプロセスを見直し、稼働工数を360分/週削減する。
- コミュニケーション強化:部内外との週に2回のコミュニケーションを設け、関連プロジェクトの進捗と課題を共有することで、質問件数を半減させる。
- オーガナイズ能力の向上:チームの効率向上を図るため、秘書業務における予定調整や文書管理などのオーガナイズ能力を向上させ、半年後までに業務効率を前年比で15%向上させる。
経営企画職
- 事業計画の策定と実行:来年度の企業成長を推進するため、新しい事業計画を立案し実行し、当年中に新規事業の売上1000万円以上達成する具体的な目標を設定し、メンバーを3人アサインする。
- イノベーションの推進:毎四半期に新たなプロジェクトを1つづつ開始して既存ビジネスの売上を向上させ、年間で新製品開発プロジェクトを4つ実施し、既存製品の売上を20%増加させる。
- ステークホルダーとの協力強化:来年度から社内外のステークホルダーと連携し、プロジェクト進捗と目標達成を定期的な会議や連絡を通じて共有することで、プロジェクト遅延削減10%を実現する。
事務職
- 業務効率向上:RPAの導入により、月間1000分の工数を削減する。
- 創造的なアイデアの導入:月1回のペースで業務改善やクライアント対応に関する新たなアイデアを提案し、半年後までにチームで6つ以上のアイディアを採用される。
- チームコラボレーションの強化:週次のチームミーティングを行いメンバーの業務進捗と課題を共有し、半年後までに各メンバーの連携強化を図り、クレーム発生を3件/年に低減する。
階層別の目標設定の具体例
目標設定の内容は、社員の役職や階層によっても変わってきます。
もちろん部門や職種によって変わってきますが、新入社員や新人の内は、難易度が低いプロセス目標や個人の目標、リーダーや管理職になるに従って、組織全体の目標、粗利や利益の目標、仕組みの改善などへ変わっていくイメージです。
新入社員
目標 | 配属から半年以内に新規顧客から◯件の成約を獲得 |
基本方針 | 一人で営業活動できるだけのスキルと知識を習得する |
KPI | 配属から1ヵ月以内に商品知識の社内テストに合格する |
配属から3ヵ月で商談ロープレに合格する |
商談件数○件 |
ルーティン行動 | 朝のロープレ会に8割以上参加する |
日誌で訪問の振り返り(Good&More)を実施する |
新規顧客へのテレマを1日10件以上実施する |
評価 | ○件以上でS、○件~○件でA、○件~○件でB、○件~○件でC、○件以下でD |
若手・中堅
プレイヤーとしての単独目標は前章の職種別目標で記載したイメージとなりますので、ここでは2つめの目標として「OJT指導者としての目標」を紹介します。
目標 | OJTでサポートする新人に2022年末までに売上500万円を達成させる |
基本方針 | 新人の課題解決を支援し、自分の姿勢や時間管理も見直す |
KPI | ◯月までに新人の提案件数○件○万円 |
◯月までに新人の営業に◯回同行して、○月から単独訪問してもらう |
◯月までに新人の訪問件数○件 |
ルーティン行動 | 毎週2回、新人と1on1ミーティングをする |
自分の時間管理や作業効率を毎日振り返る |
信頼関係を構築するために、ポジティブなフィードバックを心がける |
評価 | ○万円以上でS、○万円~○万円でA、○万円~○万円でB、○万円~○万円でC、○万円以下でD |
リーダー
プレイヤーとしての活動ウェイトにもよりますが、徐々に「組織の成果」を目標として掲げるように変わっていきます。
目標 | 2022年度のコールセンター満足度を3.0pt→3.5ptにアップ |
基本方針 | 教育やフローの改善でオペレーターの対応品質を向上させる |
KPI | 平均応答速度を2022年8月までに◯秒に改善 |
一次回答率を2022年8月までに◯%に改善 |
平均通話時間を2022年8月までに◯秒に改善 |
ルーティン行動 | 8時と12時と16時にロープレ会を実施する |
業務報告書を毎週提出してもらう(チェック→改善策) |
報告内容をもとにトークスクリプトやロープレ資料を改善する |
評価 | 3.7pt以上でS、3.5~3.6ptでA、3.2.~3.4ptでB、3.0~3.1ptの改善でC、3.0pt未満でD |
管理職
目標 | 2023年末までに営業1課の粗利目標5,000万円を達成 |
基本方針 | ・高粗利商材Aの提案率を高める ・粗利○万円以上確保できない値下げはしない ・商談数を軸にしたKPIマネジメントの実施 |
KPI | 売上2億円 |
新規売上5,000万円 |
新規商談件数120件 |
ルーティン行動 | 毎週火曜日に商材Aの事例勉強会&ロープレを実施する |
毎週月曜の朝会で商談件数の進捗と提案率を確認する |
週1回インサイドセールス・マーケティングチームと進捗確認する |
評価 | 粗利目標6,000万円以上でS、粗利目標5,000万円以上でA、粗利目標4,000万円以上でB、3,500万円以上でC、3,500万円未満でD |
目標 | 2022年度におけるシステム不良・障害数を◯件以下に抑える |
基本方針 | システム開発体制やマネジメント方法の改善 |
KPI | 開発メンバーを増やし、チームの総残業時間を◯時間まで減らす |
詳細設計(BD)におけるミスを月◯件まで減らす |
ミーティング回数を徐々に増やし、◯月までに週2回実施にする |
ルーティン行動 | プロジェクトの業務状況・課題を週次報告してもらう |
クライアントに週1回以上の報告・連絡をする(信頼関係構築のため) |
ミーティングでの発言頻度の低いメンバーに声かけをする(週1) |
評価 | ○件以下でS、○件~○件でA、○件~○件でB、○件~○件でC、○件以上もしくは重要度A以上の問題が1件以上でD |
目標設定の形骸化を防ぐために意識したいこと
設定した目標を形骸化させず、きちんと達成していくには、以下のポイントを押さえることが大切です。
SMARTの原則を守ること
SMARTの原則が守られていない目標は形骸化しがちです。たとえば、適切な難易度(A)が守られていないと、目標が簡単すぎてやる気を刺激しなかったり、初めから無理な目標だと達成を諦めたりした状態からのスタートになります。
また、具体的(S)や計測可能(M)、達成期日(T)がないと、行動計画を作成することが難しくなるでしょう。さらに上位目標とのリンク(R)がきちんと確認されていないと、マネジメント層が日常でマネジメントする指標と設定された指標がズレがちになります。
目標設定を意味あるものにするためには、SMARTの原則を必ず守る必要があります。
目標設定への前向きな意識付け
目標設定や目標管理に対するネガティブな認知(仕事を無理矢理やらせるためのもの)が社員に浸透していると、「とりあえず簡単な目標にする」「目標設定するだけで実行しない」といったことになりがちです。
大事なのは、目標達成に向けて仕事の意欲を高め、自身の成長を促すことです。目標達成への意欲を向上させるために、組織風土の改善や以下のようなマネジメントの在り方も重要となるでしょう。
- ビジョンや目標の共有
- 公平な人事制度
- 挑戦の歓迎
- キャリアのサポート など
業務マネジメントとの一致
設定した目標が日常業務のマネジメントと一致しない状態が、“目標管理のための目標設定”であり、目標管理が形骸化した状態です。
形骸化を防ぐためには、目標設定するメンバー本人もしくは管理職側が、「この目標で(セルフ)マネジメントしていけるか?」という視点をしっかりと確認することが大切です。
目標の意味付け
組織における目標設定は、組織にとっては合理的でも、個人にとっては「上から与えられた」ものになり、意味を感じにくい状態が生じがちです。
目標を設定するだけでなく、個人にとっての納得感や達成することで個人が得られるものなどをしっかりと意味付けすることが大切になります。
まとめ
目標設定では、SMARTの原則を満たした目標を設定することが何より重要です。また、単に目標だけを設定するのではなく、達成に向けた基本方針やKPI、実施するルーティンなどの基本計画を併せて検討していきましょう。
記事で紹介した目標設定の具体例を参考に、組織内で効果的な目標設定と管理を実行してください。
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
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