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新卒採用にかかる経費はいくら?相場は?コストの中身と削減ポイントまですべて解説|HRドクター|株式会社JAIC 新卒採用にかかる経費はいくら?相場は?コストの中身と削減ポイントまですべて解説
リーマンショック以降、新卒採用市場は長らく売り手市場となってきました。大学・大学院生の求人倍率は7年連続で上昇しており、それに伴って、新卒採用の平均費用も高騰しています。
コロナショックを受けて一時的な状況の変化も予想されますが、一方で、22卒から大卒新卒の少子化が始まります。従って、中長期的には売り手市場の加速は変わらないのではないかと考えられます。
採用経費の削減に頭を痛めている担当者は多いかもしれませんが、経費を抑え過ぎて優秀な人材を逃してしまっては意味がありません。新卒採用の経費は、「費用」であると同時に「投資」であり、適切な投資対効果であることが最も重要です。記事では、新卒採用にかかる一般的な費用や相場、削減ポイントや考え方を解説していきます。
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新卒採用の平均単価(経費)は1人あたり53.4万円
マイナビの調査(2017年11月)によると、新卒採用を1名おこなうのにかかった平均費用は53.4万円でした。平均費用は企業規模等によっても異なりますが、上場企業の平均が54.3万円、非上場企業の平均が53.2万円と、殆ど変わらない数字になっています。
参照:2018年卒マイナビ企業新卒内定状況調査
新卒採用にかかる費用の内訳
主な経費の項目 | 平均費用 |
1.広告費 | 50~1,000万円 |
2.制作費 | 10~200万円 |
3.会場費 | 25~100万円 |
4.アウトソーシング費 | 10~100万円 |
5.インターンシップ運営費 | 10~200万円 |
6.採用管理ツール費 | 30~100万円 |
7.社内人件費 | 体制による |
新卒採用には求人情報媒体への掲載料や合同説明会、イベントへの参加料、パンフレットの作成費用等、さまざまな費用がかかります。簡単にどんな費用がかかっているか、解説してみたいと思います。
1.広告費
新卒採用にかかる費用の多くを広告費が占めています。近年ではWeb媒体を活用するのが主流となっていますが、「リクナビ」や「マイナビ」等、大手媒体サイトに掲載する場合は1シーズンで50万~200万円ほど基本料がかかります。
掲載スペースが大きいほど高額になり、検索結果での上位表示オプション、ダイレクトメールの送付等、オプションが付いていくと、それだけ優先的に表示や学生へのアプローチができるようになります。その一方で、掲載費は数100万円、1,000万円と増えていきます。
広告費は、母集団形成をするうえで欠かせない費用であり、優秀な学生を採用するためには変化に応じて新たなチャネルを試していく必要があります。特化型の媒体やダイレクトリクルーティング、リファラル採用等を立ち上げて、費用対効果を改善していきましょう。
2.制作費
これは、採用サイトや会社案内のパンフレット制作等にかかる費用です。採用サイトや会社案内の制作は、ボリューム、デザイン、コンテンツの作りこみ度合いで、費用は大きく変わってきます。新規でゼロから立ち上げる場合には、採用サイトは50~200万円、会社案内は50~100万円ぐらいが相場です。
1回作ってしまえば、会社案内の増刷はそこまでの費用はかかりません。とはいえ、年度によって作り直す必要も出てきます。
それを考えると、作りこみ過ぎるよりも、毎年修正が入ることを前提にして、採用サイトはWordPress等のCMSを利用したり、会社案内もリーフレット等にしたりして、その分、SNS等での情報発信に力を入れることも1つの方法です。
3.会場費
自社の会議室以外で、会社説明会やインターン等をおこなう場合は、会場を借りる必要があります。費用は会場の大きさや場所にもよりますが、立地がいい場所で、数十名規模であれば、1時間1万円程度の単価です。
例えば、説明会用に1回3時間で会場を借りて、週1回(月4回)×4ヵ月間の説明会をおこなうと、1万円/時間×3時間/回×4回/月×4ヵ月間で48万円となります。
また地方での説明会をおこなうと、出張交通費で1回5万円程度が発生しますので、機材のレンタル等を合わせると、すぐに100万円を超えてしまうこともあります。
コロナ禍でオンライン説明会が一気に普及しましたので、オンラインに切り替えていくのもコストダウンに繋がるでしょう。
4.アウトソーシング費
採用にかかる業務を外部に代行してもらう場合の費用がアウトソーシング費です。どのようなサービスを利用するかにもよりますが、極端にいえば、最終面接と採用可否の意思決定を除く業務はすべてアウトソーシングが可能です。
業務の一部を代行してもらう場合、例えば、エントリーの対応と説明会参加者への事前連絡、一次面接の連絡等で、1シーズン100万円程度です。ただし、対象人数の増減や委託範囲によって大きく金額は異なってきます。
5.インターンシップ運営費
インターンシップの内容や期間で違いは出てきますが、母集団形成に使う広告費、会場費等が発生します。広告費は3月以降の本期とセットにすれば、かなり安く使うことができます。
ただし、本格的にインターン期の母集団形成をしようと考えて、イベント等に参加すると、追加で費用が発生してきます。本期で使う広告費と併せて、どれだけ効率化できるかという視点で考えることが重要です。
6.採用管理ツール費
採用人数が10名、接触人数が500名程度まであれば、エクセルやスプレッドシート等で管理することが可能です。しかし、この人数を超えてくると、専用の採用管理ツールを入れないと、情報管理や抜け漏れ、トラブルが生じがちです。
また、社内人件費の生産性を上げる、学生との接触を強化するうえでも、採用人数が10名を超えてくるようであれば、LINEと採用管理ツールが一体化したものは検討の余地があるかと思います。
7.社内人件費
社内人件費は人事の体制によって異なります。また、新卒採用専任の場合は別ですが、採用人数が数十人規模の会社までであれば、新卒採用と中途採用の兼務、採用と教育の兼務、また、総務との兼務といったケースが多く、正確な費用を出すことは難しいかもしれません。
社内人件費に関して注意が必要なことは、他の費用を削ると社内工数にしわ寄せがきて、結果的に採用活動の質が落ちる場合があることです。例えば、以下のようなケースです。
・広告費を削る、また優秀人材を確保するために、求人広告をダイレクトリクルーティングに切り替えると、メッセージを送信する運用工数が必要になる
・アウトソーシング費用を削ると、人事の対応工数が増える。見た目は、人事の業務内で吸収しているように見えるが、実はやりきれていない部分があり参加率が落ちる、選考中学生のケアに時間が割けなくなり内定承諾率が落ちる
・費用圧縮のため、採用管理ツールを導入しないと、日程調整の手間が増える、選考のスピード感が落ちる、面接官から次の面接官への情報共有がされずに魅了付けの精度が落ちる
社内工数の負担や目に見えづらい“選考中学生のケア工数”等とのバランスを意識して、他の施策に手を付けることが重要です。
新卒採用にかかる経費を削減する5つの方法
新卒採用の経費を削減するには、まずはかかっている経費が適切であるか否かを検討するのが最優先です。この章では、新卒の採用費用を削減する5つの方法をご紹介します。
1.現状の採用費が妥当かを検討する
採用費は「安ければいい」というわけではありません。重要なのは、求めている学生を「適切なコストで獲得できているのか」という観点を持つことです。
日本全国の平均費用である53.4万円を超えていたとしても、求めていた人材を確保できていたのであれば、妥当な投資だったということもできます。
新卒採用単価の差は、せいぜい数十万円です。しかし、人材の質による入社後の生産性の違いは、場合によっては1,000万円、2,000万円になり得ます。
人材の質にこだわるのであれば、「平均」との比較にこだわり過ぎると判断を誤ります。満足のいく採用ができていれば、費用を大きく変えないのも1つの手段です。
2.採用費用の内訳を精査する
新卒採用は「費用」であると同時に「投資」です。安易にコスト削減だけをすることはおすすめできませんが、一方で、無駄なコストは極限まで絞り、筋肉質で生産性の高い採用活動にしていく必要があります。
そのために重要になることは、採用費の内訳を精査することです。
例えば、基本的なことですが、各求人媒体にどれだけの費用と手間がかかっており、そこから、どれだけの内定、また内定承諾に繋がっているかという検証です。母集団形成の検証をおこなう際には、「費用と内定数、内定承諾数」だけではなく、「かかる手間(工数)」と「採れた人材の質」も併せて確認しましょう。
たとえ採用単価が他媒体の2倍だったとしても安定して優秀な人材が採れるのであれば、投資としては継続すべきです。
また、ある程度の単価で人材が取れていたとしても、工数が非常に多くかかっているようであれば、見直したほうがいい場合もあります。工数や採れた人材の質は、定量化することは難しいかもしれませんが、感覚で3段階、また4段階で評価してみると良いでしょう。
広告費用以外に関しても、「なるべく削りたい費用」なのか「効果に見合った費用」なのかを識別することが大事です。それ自体が価値を生んでいない費用、工数なのであれば、削る方法を考えることが重要です。
3.内定辞退者(離脱者)を減らす
採用経費を削減するには、内定辞退者を減らすことも重要です。採用にかかる費用と工数の大半が「母集団形成」にかかる費用です。従って、後工程である内定承諾の歩留まりを高めることができれば、それだけで採用単価を落とし、採用費用の総額を落としていくことができます。
参考例として、「300万円かけて300人と接触、15人に内定を出して5人が承諾」という例で考えます。この場合は、内定承諾率33%ということになります。内定承諾率を仮に50%まで高めることができれば、同じ「5人の承諾を得るのに、10人の内定、200人の母集団形成」で済みます。
それができれば、広告費・管理費用を抑えることができます。これは極端な事例ですが、内定承諾率が60%を切っているようであれば改善の余地があるかもしれません。
4.企業説明会のオンライン化
これまでの企業説明会は、規模や人数に合わせて会場を押さえてきました。会場使用料は平均で1回あたり数万円~数10万円ほどですが、地方で企業説明会をおこなえば、実施する人事の工数や、旅費・交通費等が加算され、費用は高額になります。これをオンライン説明会に移行すれば、会場費、旅費交通費、また移動時間を削減することができます。
コロナ禍により21卒ではすっかりオンライン採用が定着しましたので、22卒においては、オンライン採用を積極的に展開して、コストダウンを図ることも1つの方法でしょう。例えば、Zoomであれば、面接等でも使える有料アカウント+100人までのウェブ説明会ができるウェビナーオプションでたった7,400円/月です。
リアル開催と比べると、大幅に費用を抑えられます。22卒におけるオンライン説明会の実施は、「コロナ禍を変革の機会と捉えた柔軟な企業」というイメージにも繋がりますし、地方の優秀学生を獲得する効果も期待できます。
5.社内人件費(社員工数)の削減
新卒採用は繁忙期がはっきりしていて、特定の期間だけ工数が大きく増加します。そのため、ピーク時期に併せて、必要な工数を社内で確保しようと思うと、それ以外の時期には余剰な工数を抱えてしまうことになります。
また、人事だけでなく、説明会に登壇する社員や面接官の工数も、計算してみるとかなりの時間が取られています。
社内人件費は、「費用」として見えづらいので、意識されることが少ないのですが、実は非常に大きなコストですし、ライン部門の社員を動員している場合には機会損失が生まれている場合もあります。
また、人事部門も、オペレーションに工数を圧迫されると、選考学生のケアが疎かになり、内定承諾率を落としてしまい、結果的に採用単価を引き上げる、また、採用目標に届かなくなるリスクがあります。
必要に応じて、オンライン採用の導入、採用管理ツールの利用、またアウトソーシングの利用も検討してみましょう。システム導入やアウトソーシング等は目に見える費用が発生するために中々導入しにくいものです。
しかし、一番単価が高いのは社員の人件費です。同様の理由で、採用人数が10人以下の場合には、新卒紹介や成果報酬型のマッチングイベントもおすすめです。
広告媒体への出稿や運用、会社説明会の企画・運用は、思っている以上に社員の工数がかかります。
新卒紹介やマッチングイベントを活用した場合、採用単価は高くなるかもしれませんが、専任の人事を設置する手間が省けます。
例えば、新卒紹介のみで10名採用すると500~1,000万円程度の費用がかかります。
しかし、社員1人の人件費は、諸費用も考えると年間1,000万円程度になります。新卒紹介を使うことで、広告費用や会場費がなくなることに加えて、専任の人事を置かずに済むようであれば、圧倒的に安上がりな選択である場合もあるでしょう。
新卒採用の「経費」を考えるポイント
新卒採用の費用は「どれだけ安く抑えるか」ではなく、「いまの採用人材の質に対して、どれぐらいの採用単価が妥当なのか」を検討したうえで、「不要な費用は徹底的に削る」というスタンスが重要です。
コスト削減のことばかりを考えてしまうと、新卒採用の目的である「会社の将来を支える人材を確保する投資」から外れてしまい、質の良い人材を採れなくなる、また事業計画に必要な人数を達成できなくなるリスクがあります。
そして、変化の早い採用市場において、コスト削減だけに腐心していると、新しい施策を試すことができず、いつの間にか採用力が低下していたという事態に陥ることもあるでしょう。従って、新卒採用費用の削減を考えるうえでは、「投資」としての側面はしっかり認識したうえで、成果に繋がっていない費用や、非効率的なコストの使い方をしっかり精査して削ることが必要です。
まとめ
新卒採用時にはさまざまな費用がかかり、新卒1人を採用するのに平均53.4万円の費用がかかっています。しかし、経費削減ばかりに目を向けていると、「自社で求める優秀な学生を採用する」という目標を達成できなくなってしまうこともあります。平均費用を10万円削るよりも、事業計画を推進してくれる優秀な人材を確保するほうが、企業成長にとっては重要です。
ただし、同時に、成果が上がっていないチャネルの見直し、無駄費用の削減、労働生産性の向上は徹底的に取り組むべきです。「費用」の側面と「投資」の側面、両面を意識して適切な予算を設定していきましょう。
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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