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新卒の採用方法10選!定番から最新トレンドまでポイントを解説| HRドクター | 株式会社ジェイック 新卒の採用方法10選!定番から最新トレンドまでポイントを解説
新卒採用を成功させるためには「母集団形成」と「魅了付け」の2つがポイントです。
大手採用ナビの掲載企業は2~3万社/サイトになり、それだけ多くの企業が一斉に採用活動をおこなうのが日本の新卒採用です。当然、自社で「採りたい」と思った学生は確実に他社でも内定を採ると思って間違いありません。
従って「自社で欲しい学生と接点を作る(母集団形成)」と「学生に自社を選んでもらう(魅了付け)」という2つのノウハウをどれだけ磨き上げられるかが、新卒採用に成功できるかの分岐点です。新卒の採用方法は毎年変化があるため、新しい手法を少しずつ試し、自社に最適な母集団形成の方法を毎年磨いていかなければ、採用競争に取り残されてしまいます。
「少子化」といわれながらも、少子化を補うように大学進学率がずっと上がり続けていた結果、日本の大卒者数は過去10年間ほぼ横ばいであり、じつは少子化とは無縁の世界でした。しかし、大学進学率がほぼ頭打ちとなり、22年卒からはいよいよ大卒者数が減り始めます。そのため「欲しい学生に会う」ための採用手法をブラッシュアップしていく重要性はより高まっていきます。
本記事では、初めて新卒採用の担当になった方や新しい採用方法を探している方に向けて、知っておきたい定番手法から注目を集めている最新トレンドまで、採用方法や採用支援サービスを解説します。
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新卒の採用方法、押さえておきたい5つの定番手法
この数年、新卒採用の方法も非常に多様化してきています。そんな中でも代表的な手法として、まず知っておくべき5つの定番手法を紹介します。
求人サイト
新卒求人サイトに広告を掲載して、応募者を募る手法は、新卒採用における代表的な手法です。
新卒の求人サイトにも大きく2種類あります。1つは「リクナビ」や「マイナビ」「キャリタス」など、業界や職種を超えて数多くの求人を取り扱っている総合型のサイトです。リクナビやマイナビともなれば、「就職活動をしている学生はほぼ全て登録している」といっても過言ではありません。
登録者数が多い分、利用企業も多く、2万5,000~3万社近い掲載企業の中で、いかに学生の目に留まるかを争うことになります。
企業規模や業界の認知度、また上位表示やDM配信などの見てもらうためのオプション利用、動画やインタビュー記事などの表示情報を増やすためのオプション利用、また、どれだけ「いいキャッチコピーや原稿を作れるか」といったクリエイティブ力で、大きく差がついてきます。
求人サイトのもう1種類は、特化型の求人サイトと呼ばれるものです。理系の学生・体育会系の学生・大学院の学生など、学生の属性を絞り込んだり、ベンチャー企業・マスコミ業界・飲食業界など、掲載企業の属性を絞り込んだりしているのが特化型の求人サイトです。
当然、登録する学生は数千から数万人規模となりますが、絞られた属性の学生にアプローチできますので、総合型のサイトより有効である場合もあります。自社で採りたい学生が集まっている特化型の求人サイトがあるかは、調べておくと良いでしょう。
求人サイトは母集団形成の定番施策であり、新卒採用に取り組むのであれば、最低1つは利用を検討してみても良いでしょう。ただし、求人サイトへの掲載は、一番手軽に実施できる反面、求人サイトにただ掲載しただけでは応募がなかなか集まらないこともあります。
求人サイトには大手企業の掲載も多く広告費の勝負になる側面もあるうえに、就活生も大手企業や社名を知っている有名企業に応募する傾向が強いためです。大手企業との競争になる点を踏まえると、多くの中堅中小企業は求人サイトへの掲載だけでは採用活動を思うように進めていくのは困難だと考えておいた方が無難です。
合同企業説明会
合同企業説明会も、新卒採用の手法として求人サイトと並んでポピュラーな方法です。ここでの合同企業説明会は、リクナビやマイナビ、また大学が開催しているような形式を指しています。
「参加企業がブースを並べ、学生はパンフレットを片手に興味のあるブースを訪問する。1回20~30分ぐらいの会社説明を聞いて、次のブースに移動する」のが最も一般的な形式でしょう。
合同企業説明会の魅力は、「対面で学生に会える」ということです。一方で、上述したような学生が行きたいブースに行く形式だと、企業の知名度や業界の人気がないと、そもそもブースに人が集まってくれません。
また「イベントで会ってから、自社の説明会に誘導する」というステップには工夫が必要です。「会社の知名度はないが、そこそこ人気業種に入る」「会えれば魅了付けできる」といった企業に向いていると言えます。
新卒ハローワーク
国が運営するハローワークでは、10年ほど前から「新卒ハローワーク」という形で新卒専門の支援を行っています。
新卒採用に詳しくない方は「新卒はハローワークに縁がないでしょう…」と思うかもしれません。しかし、じつは新卒ハローワークは各大学の就職課と連携しており、非常に多くの大学にカウンセラーを派遣して、大学のキャリアセンター内で就職相談を行っています。
従って、夏以降に採用活動をおこなうような中小企業には選択肢の1つとなります。無料で使えることが大きな魅力ですので、まずは求人を出しておくことがおすすめです。ただし、推薦量が多くはありませんので、「採れればラッキー」という感覚で活用するのが適切かもしれません。
大学(キャリアセンターや就職課、教授)
大学のキャリアセンター(就職課)を利用する学生は、比較的マジメで素直なタイプが多い傾向にあります。そのような学生をターゲットにするなら、キャリアセンター(就職課)も選択肢の1つとなります。ただし、日東駒専クラスの中堅大学の場合で、年間に寄せられる新卒求人の件数は1万社近くになります。
従って、各大学に一斉に求人を送れるような無料サイトに登録しても効果は薄く、学内の合同企業説明会に参加したり、キャリアセンター(就職課)の担当者と懇意になって紹介をもらえる関係性を作ったりする必要があります。
キャリアセンター(就職課)が企業を見る視点は大きく2つ、①卒業生を採用してくれているか、②学生や両親に安心して紹介できる企業か?(待遇や福利厚生、勤怠、安定性や優良性、定着率)になります。
従って、新規大学と関係性を作りたいのであれば「企業の安定性や優良性、待遇や勤怠、定着状況などをアピールできる求人票を作り、卒業生を連れて、直接訪問する」ことがおすすめです。
昔のような推薦制度はなくなっていますが、●●専攻の学生を採りたいという場合には、研究室やゼミの教授との関係性は今も効果を発揮します。理系学生の場合、「自分の専攻(学んだこと)が、実際の仕事やキャリアにどう繋がるかを知りたい」という傾向が顕著です。従って、技術者から学生に「専攻内容がその後のキャリアにどう生きるか?」といった内容で話す時間をゼミ内で設けてもらうといったことが出来れば理想的でしょう。
自社ホームページ
自社ホームページの良い点は求人サイトのような掲載情報量の制限もなく、レイアウトも自由になる点です。写真や動画の利用も制限はありません。従って、自社が本当に伝えたいこと、自社の魅力を一番伝わりやすい方法で伝えられるメリットがあります。
しかし、よほどの人気企業でない限り、自社ホームページの集客力で、求人サイトほどの応募者を作ることは現実的ではありません。一般的には自社ホームページ、FacebookやInstagramなどのSNSを活用するソーシャルリクルーティングといった手法は「一度接触した学生」向けの情報発信という位置付けで考えるのが適切でしょう。
なお、新規で大量のアクセスを集めるのは困難ですが、学生が求人サイトで応募して、説明会に参加して、選考を受ける中では必ずチェックするのが企業ホームページです。母集団形成のチャネルとして位置付けるかは別として、求人内容をはじめ、企業理念やビジョンなどをしっかりと記載し、内容を充実させておくことは必須です。
いま伸びている新卒採用の手法・サービス、最近のトレンドは?
上記の定番手法に加えて、この数年、ナビ離れともいわれる中で、従来の新卒採用方法とは異なる手法を使う学生が増えています。
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「企業から学生にアプローチする」採用手法です。求人広告を使った採用は一度広告を出したら、あとは学生からの応募を待つ「待ちの姿勢」になってしまいます。
しかし、ダイレクトリクルーティングは「学生の匿名プロフィールが登録されたデータベースを検索して、企業側からスカウトメッセージを送れる」サービスです。従って、企業が能動的に動き、優秀な学生にアプローチできる「攻めの採用」として急速に普及しています。
送る文面を工夫したり、特別選考の案内などを付けたりすることで、自社のことを知らない学生に接触して振り返ってもらえるという点がダイレクトリクルーティングの魅力です。オファーボックス、FutureFinder、i-rootsなどが主なダイレクトリクルーティングのサービスです。
新卒紹介
中途における転職エージェント/人材紹介会社の新卒バージョンである「新卒紹介」もこの数年で利用学生が増えています。中途の人材紹介と同じように、企業が求めるターゲット像に当てはまる学生をエージェントが動員、また内定承諾までコーディネートしてくれるサービスです。採用確定時の成功報酬であり、採用単価としては少し割高ですが、手間が押さえられることは大きなメリットです。
新卒紹介を使うメリットは、エージェントが魅了付け・動員してくれ、内定承諾へのクロージングまでおこなってくれる点です。一方で、中途の人材紹介と比べるとマッチング精度は低くなる傾向にあります。
従って、
- 特定の層「のみ」を集める(理系出身者や学歴要件)
- 採用を効率的に行う(求人原稿の作成や、面接調整などの手間を省く)
- 求人広告では母集団形成ができない(不人気業種や中小企業の場合など)
- 採用力を補う(内定承諾の獲得までを伴走してもらう)
といった用途で考えると有効でしょう。
マッチングイベント
マッチングイベントは合同企業説明会の進化版といえるものです。合同企業説明会では、学生がブースに来てくれなければ、企業紹介の機会がなくなってしまいます。マッチングイベントは、参加人数は50~200人程度と少ないですが、参加した学生全員にプレゼンする機会があったり、学生と総当たりで面談できたりするなど、「学生と話せる」ことが保証されているのが特徴です。
また学生のグループワークを見ながら学生の評価が出来るなど、「企業プレゼンをしつつ、一次選考もおこなえる」という合同企業説明会よりも採用に直結したイベントです。「知名度はないが、会えば学生を口説ける」という企業には効果的です。
リファラル採用
リファラル採用は、いわゆる「社員の紹介」による採用をいいます。新卒採用の対象となる大学生は、サークルやゼミの先輩・後輩など縦の関係性が強いため、内定者や入社1年目の新人等を巻き込んで、リファラル採用の仕組みを作っていくと効果的です。
また、アルバイト学生を使っている業種の場合には、「アルバイトからの社員採用率(自社採用への応募率)を上げること仕掛けもポイントです。
採用マーケティング
採用マーケティングはWebマーケティングやITツールの進化により生まれた採用方法です。前のブロックでは「自社ホームページに新規学生を集めるのは難しい」と書きましたが、採用マーケティングでは、Web広告やSNSなどを駆使して自社ホームページに学生を「集客」します。
また、MAツール(マーケティングオートメーション)と呼ばれるようなWebマーケティングツールを使って、一度ホームページに訪れた学生とのコミュニケーション戦略の設計も行います。新卒採用だけで行うのは費用的にも難しいですが、中途採用も含めて、自社ホームページを戦略的に活用する採用マーケティングに取り組む会社がこの数年出始めています。
採用ホームページの充実やWeb面接と組み合わせることで地方学生をターゲットにしたり、LINEを取り入れて学生とのコミュニケーション頻度を上げたり、といった取り組みも採用マーケティングです。
「採用」を商品やサービスのマーケティングと同じように考えて、「内定承諾」をゴールに、ターゲティングやコミュニケーション手法までをひと繋ぎに設計するのが、採用マーケティングの特徴です。
変化が早い新卒採用市場で母集団形成を成功させる秘訣は?
新卒の採用市場は、中途採用の市場と比べても変化が早い傾向があります。10年前にはLINEを使っている人はほとんどいなかったようにコミュニケーションツールもどんどん変わっていきます。
そのため、他社との採用競争から取り残されないためには、毎年新しい手法を少しずつ試していく必要があります。定番となっている手法が完全に廃れることはありませんが、定番手法だけに固執せず新しい手法を毎年チャレンジしていきましょう。
「通年採用」の流れを受けて、新卒採用は「早期化・長期化・複雑化」の流れが急激に進んでいます。これまでの「3月オープン、総合職の一括採用、一律待遇」から、「インターンシップを経由した早期選考、職種別の採用や評価・チャネルに応じた特別選考ルート、入社時点の待遇も能力別」といった変化です。
コミュニケーションツールも変わりつつありますので、Web説明会やWeb面接を使って地方学生、理系や優秀層との接触の機会を増やしたり、採用管理ツールやLINEを活用して採用管理のレベルや生産性を高めたり、学生との1対1コミュニケーションを増やしたりするなどの工夫も求められています。
まとめ
「新卒」として入社した会社は社会人デビューの場であり、自ずと会社に対するロイヤリティやエンゲージメントが高くなる傾向にあります。その結果として、新卒社員は定着率も高いですし、社会人としての価値観もゼロから教えられるため、会社の文化や価値観を形成するうえでも核となる存在です。
優秀な新卒を継続して採用することが出来れば、企業としての継続的な成長に近づくことができるでしょう。
一方で、新卒を採用する方法の変化は早く、2~3年でトレンドが変わっていきます。
ぜひ新しい採用方法をトライアルして、時代に乗り遅れないようにしてください。
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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