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新卒採用でよくある5つの課題!採用担当者の悩みを解消するヒントを大公開|HRドクター|株式会社ジェイック 新卒採用でよくある5つの課題!採用担当者の悩みを解消するヒントを大公開
新卒採用で「優秀な人材を採用したい」と考えるのは各社共通の願望ですが、実際には求職者が集まらなかったり、せっかく内定を出しても辞退されてしまったりと、欲しい人材をなかなか採用できないことも多々あります。
しかし、採用がうまくいかないのには得てして明確な原因があり、課題に対する施策を打ち続けて試行錯誤することで、採用力を高め、自社の欲しい人材を確保していくことが可能です。記事では、中小企業にありがちな新卒採用の課題とそれぞれの解決方法を解説していきます。
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新卒採用における中小企業の5つの課題
新卒採用における課題は企業によってさまざまですが、中小企業においては、以下の5つがありがちな課題です。
母集団が作れない
中小企業は、大企業に比べて学生から選ばれづらいという現実があります。新卒を対象として求人倍率調査において、大手企業と中小企業の求人倍率の差は8倍以上となります。従って、求人広告代理店の提案のままに求人サイトに出稿して、求職者が集まるのを待っているだけでは母集団を形成できない可能性があります。
大手のナビ媒体も同じで、学生登録数が多く、効率的に採用活動をおこなえる可能性がある反面、大手や人気企業と競合することになります。採用ターゲットが含まれた適切な母集団を作れなければ、採用活動が成功することはありません。母集団形成がうまくいっていない場合は、一番に手を付けるべき課題です。
採りたい人が来ない(ターゲットの応募がない)
新卒採用において母集団の形成は重要ですが、たくさんの学生を集められたとしても、その中に「自社が求める人材」がいなければ採用はできません。仮に1000人の母集団を集められても、その中に内定を出せる学生がいなければ、母集団の価値はありません。
選考手法によっては、内定を出す前に学生がどんどん離脱しているケースもあります。従って、「最終的に何人内定を出せたか」で、母集団の質を検証するのは不適切です。概算となりますが、適性検査の結果や一次選考の評価分布等、なるべく早期の段階で「母集団の質=ターゲット学生を集められていたか」を検証できるようにしましょう。
なお、ターゲット学生を集められていない場合、いくつかの要因が考えられます。まず、ターゲットが明確になっていない場合、次に、ターゲット人材の目に自社の求人を露出できていない(媒体の選定や運用)場合、そして、ターゲット人材に対して適切な訴求ができていない場合です。考えられる状況に応じて、適切な対策を講じましょう。
選考中の辞退が多い
中小企業において、意外と多い課題が「選考中の辞退」です。連絡の不通、面接に来ない等もここに含みます。選考フロー内での辞退が多い場合、選考スピードが遅い、ネット上の評判が良くない、選考中の対応や面接で好印象を作れていないといったことが考えられます。つまり、結果的に、選考フロー内で、「学生の志望度を上げられていない」という状態です。
選考フローは、企業が学生を選考すると同時に、学生が企業を選ぶプロセスでもあります。とくに、数万社が一斉に採用活動をおこなう日本の採用活動の中では、学生も「人事・面接官の対応」「企業の雰囲気」「ネット上の書き込み」等を注意深くチェックしています。
内定を承諾してもらえない
採用活動においては、内定までは心理的に「企業が学生を選ぶ」という側面が強くなりますが、内定を通知した後から主導権が逆転します。内定を通知した後は、完全に「学生が企業を選ぶ」立場になるわけです。従って、内定承諾率を高めるためには、選考中の辞退と同じく、「選考フロー内でしっかり学生の志望度を上げられているか」が重要です。
また、学生の志望度を踏まえて、どう最終面接を設定して、どう内定を出すかも重要になります。単に決めた選考フローに則って合否を決めていき、学生の志望度が低いままで内定を通知してしまうと、内定承諾を得ることは困難です。
また、学生の志望度が低いまま、他社がダメだった場合の「滑り止め」として内定承諾させてしまった場合、入社後の意欲や離職率にも悪影響を与えます。従って、選考フロー内できっちりと志望度を高めるアプローチをおこなって、他社と比較したうえで「自社を選んでもらう」というプロセスが重要です。
承諾後辞退が多い
新卒の採用は「内定承諾」した後、実際に「入社」するまでに期間が長くなりがちです。従って、「本当に自分の選択は正しかったのか?」「この企業で良かったのか?」「何か見落としているんじゃないか?」という不安や疑問が生じがちです。これは、結婚でのマリッジブルーと同じ心理です。
不安や疑問が一定ラインを超えると、内定承諾を辞退して、就職活動を再開することになります。とくにこの数年は、「内定承諾には法的拘束力はない」ということが広まり、辞退のハードルも下がっています。
不安や疑問が一気に高まるのは、接触頻度が空いてしまったときに、ネット上や人づてに悪い評判を耳にしたケース、また、内定者懇親会や内定式で“同期”と会って違和感があったケース、社員面談時等に“選考フロー内で聞いていた話と違う”ことを知ったケースです。従って、内定承諾後も、「自分の選択は正しい」という心理を後押しするためのコミュニケーションは欠かせません。
また、上記のようなネット上での書き込みに関しては把握したうえで対策すること、社員や他の内定者との接点に気を配ること等も大切です。
早期退職が多い
早期退職は、直接的な採用課題ではありませんが、離職率が高ければ、採用にかけた手間や費用は無駄になってしまいます。早期離職が生じる大きな要因は、「採用におけるミスマッチ」と「受入れ体制」であり、採用フロー内におけるミスマッチの解消に手を打つことで、改善できる側面もあります。
採用におけるミスマッチの改善は、下記の記事も参考にしてください。
新卒採用における課題を解決する方法
新卒採用の課題を解決するためには、課題に適した対策を実施することが必要です。ここでは、中小企業における5つの課題それぞれの解決方法を紹介します。
母集団が作れない ⇒採用チャネルの見直し、求人情報の見直し
母集団形成がうまくいっていない場合には、採用チャネルと求人情報の見直しが重要です。とくに採用チャネルの見直しについては、いま取引している求人広告代理店からの提案に任せるのではなく、自分たちで情報収集することが大切です。当たり前の話ですが、母集団を増強するうえでは、チャネルを増やすことが最も効果的です。
大手就職サイト以外にも、特化型の就職サイト、さまざまな合同説明会や大学が主催する学内イベント、ダイレクトリクルーティング、マッチングイベント、リファラル採用、SNSでの露出等、さまざまな母集団形成の手法がありますので、自社の採用力とターゲット学生に応じて採用チャネルを見直しましょう。
また、求人原稿の見直しも重要です。求人情報は「広告」であり、単なる「情報の羅列」では応募は集まりません。求人情報が単なる情報の箇条書きになっている場合には、絶対に見直しましょう。採用ターゲットに対する自社の魅力を抽出し、求人で訴求することが大切です。
採りたい人が来ない ⇒ターゲットの明確化、求人情報の見直し、採用チャネルの見直し
採用ターゲットが応募してこないという場合は、企業が欲しい人材を今一度明確にしてみましょう。ターゲットを明確化するにはペルソナの作り込みが効果的です。能力面だけではなく、性格や価値観、趣味や理想の働き方等、一人の人物像が鮮明にイメージできるまで具体的に作り込みます。
こうすることで、ターゲットに対してより効果的にメッセージを発信できるようになります。また、ペルソナに響く訴求がどういったものかを理解することで、欲しい人材をピンポイントで採用できる確率も上がります。
母集団が作れない問題と同様、採用ターゲットと採用チャネルが一致していない可能性も考えられるでしょう。採用ターゲット採用チャネルが一致していなければ、いくら適切なメッセージを送っても応募は来ません。
これは、中途採用で考えると分かりやすいでしょう。例えば、「即戦力のITエンジニア」や「優秀なマーケティング担当者」を採用したいとします。このとき、総合型の求人サイトに原稿を出しても、希望の人材を採れる可能性はかなり低いでしょう。
ITエンジニアであれば、同職種での転職ならpaizaやGreen等のIT業界やエンジニア特化型の転職サービスを使うことが多いでしょうし、マーケティング担当者であれば、wantedlyやbizreach等の先進的な企業が多いサイトを使うことが多いでしょう。
そもそも優秀な人材は個人のネットワークで動くことが多かったり、自分が活躍できる場所を選ぶために紹介会社を使ったりする傾向もあります。また、転職意欲が低ければ、ダイレクトリクルーティングサイトを使う可能性も考えられます。
新卒採用は中途ほど、明確ではありませんが、学生の属性や志向、活動時期によって使うサービスは変わってきます。大手求人サイトの学生登録数にこだわるだけでなく、ペルソナに応じて、適した採用チャネルを選択しましょう。
選考中の辞退が多い ⇒対応スピード、選考フローの改善
選考中の辞退が多い場合は、対応スピードと選考プロセスの改善が効果的です。「全般的に多い」のか、それとも「採りたい人の辞退が目立つ」のかによって、適した対策は若干異なります。
全般的に辞退が多い場合は、対応スピードの課題、説明会や面接で魅力付けができていないことが大きな原因になるため、対応スピードの見直し、説明会コンテンツや面接官トレーニングをおこなうのがおすすめです。自社のエース社員を説明会や面接に投入するのも良いでしょう。
一方、採りたい人に辞退されている場合は、優秀な求職者には選考工程を一部スキップしたり、選考スピードを早めたりする等、“特別扱い”することも施策のひとつです。また、採りたい人に十分なケアをできているかも見直しましょう。母集団を集め過ぎて、対応が事務的、一律になり、採りたい学生に途中離脱されていると、本末転倒です。
また、ネット上の評判も確認しておきましょう。いまの学生は殆どが応募企業の口コミを確認します。選考に関しては「みん就」や「就職会議」、口コミについては「open work」等です。自社がネット上でどう書かれているかを把握して、悪い口コミがある場合には、説明会や人事面接であえてこちらから話を持ち出して説明することで、求職者の不安を解消することも効果的です。
内定承諾率が低い ⇒選考フローの改善、内定出しの見直し
内定承諾率の低さは、自社の魅力付けを徹底することで解決できます。そのためには、応募者と信頼関係を築き、会社選びの軸、自社への志望度、自社への評価、併願先の状況把握等をきっちりおこなうことが重要です。
ヒアリングした情報の整理と承諾獲得へのプランニングは、「3C分析」が有効です。内定承諾の獲得に向けた3C分析では、「Customer(市場/顧客)」「Competitor(競合)」「Company(自社)」について、以下のような分類で情報を整理したうえで、内定承諾へのアプローチシナリオを設計します。
<Customer(応募者)>
- 応募者が企業選びで重視していること(加点するポイント、減点するポイント)
- 応募者の意思決定に影響を与える要素(就職相談している相手の有無や相手の価値観)
- 応募者の中での就職活動の終わり方(応募先を増やすか、いつ頃までに終わりたいか)
<Competitor(応募者から併願先への評価>
- 併願している企業名
- 採用ポジションや給与等の待遇
- 志望度
- 魅力を感じている点、懸念点
- 競合他社の選考スケジュール
前述した通り、志望度が高まり切っていない状況で内定出しをしてしまうと、それ以降は企業側で有効な手を打つことが困難になります。志望度が低い場合には、いきなり内定出しをする前に、志望度を上げるための面談を設定すること等が重要です。
内定承諾の獲得に関しては、以下の資料が参考となります。
また、コロナ禍の影響で21卒から急激に普及しているオンライン採用での印象形成については、以下の資料もご覧ください。
承諾後辞退が多い ⇒フォローアップ体制強化
承諾後の辞退を解消するには、コミュニケーションの頻度を見直すことが大切です。新卒学生は、内定後から入社までにさまざまな不安や疑問を抱えるものです。
メールやSNS、電話、内定者専用サイト等でコミュニケーション頻度を高め、不安や疑問に回答できる状況を整えておくのが効果的です。LINEやSNSでの情報発信等は、開封や反応状況を見ることで、承諾学生の状況を推察することもできます。また、内定者懇親会や内定者アルバイト等で社員との接点を強化することも有効です。
まとめ
新卒採用のプロセスにはさまざまな問題がありますが、中小企業における主な課題は
- 「母集団形成」「ターゲット学生の集客」という、選考の前段階における2つの悩み
- 「選考中の辞退」「内定辞退」という、内定承諾に向けたプロセスにおける2つの悩み
- 「承諾後の辞退」
という5つ、そして、「早期離職」の問題です。
課題に応じた適切な施策を実施していくことで、自社の採用力を強化して、自社で必要な人材を確保することが可能です。新卒採用がうまくいっていない場合、自社の課題を明確にしたうえで、ご紹介した解決策に取り組んで、採用を成功させてください。
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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