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ソーシャルリクルーティング(SNS採用)とは?メリットや種類・導入のコツを解説|HRドクター|株式会社ジェイック ソーシャルリクルーティング(SNS採用)とは?メリットや種類・導入のコツを解説
ソーシャルリクルーティングはSNS等のソーシャルメディアを活用した採用方法で、時間やコストを抑えながら有能な人材を集めることができる方法として注目されています。
記事では、ソーシャルリクルーティングの概要やメリット、導入のコツについて解説します。
<目次>
ソーシャルリクルーティング(SNS採用)とは?
ソーシャルリクルーティングは、SNSなどのソーシャルメディアを利用した新しい採用方法です。海外では以前からメジャーな採用手法となっていましたが、近年では日本でも導入する企業が増えてきました。
総務省のデータによると、20代のSNS利用率は97.7%と非常に高く、SNSの利用時間も増加傾向にあることがわかります。
SNSの利用率(年代別) |
10代 | 81.4% |
20代 | 97.7% |
30代 | 92.1% |
40代 | 78.3% |
50代 | 60.8% |
60代 | 30.7% |
出典:データ主導経済と社会変革
ソーシャルリクルーティングは2010年代前半に一度ブームとなりましたが、その後少し下火になっていました。しかし、この数年、あらためて求職者の獲得、応募後の接点づくりという2つの目的で活用されています。
ソーシャルリクルーティングのメリット
ソーシャルリクルーティングは優秀人材の確保が主な目的ですが、それ以外にもさまざまなメリットがあります。
知名度や規模に関わらず取り組み、成果を上げることができる
SNSは発信力・拡散力がともに高いため、自社を知らない求職者へも手軽にアプローチすることができます。また、SNSの種類によっては、投稿はフォロワー以外にも共有されるので、潜在的な求職者へも効率的にアプローチすることが可能です。
企業の雰囲気や社員の人柄を発信しやすい
広告では伝わりづらい企業の雰囲気や社員の人柄も、SNSを使うことで伝わりやすくなります。また、発信する内容に話題性を取り入れれば企業のイメージアップにもつながり、良いイメージを植え付けることが可能です。
接触頻度を上げることで親近感を持ってもらえる
SNSの活用は求職者と自社の接触頻度を上げる効果があります。また「いいね」などを通じて、求職者と疑似的な双方向を作ることもできます。接触頻度や双方向性は、企業と求職者の心理的な距離を縮める効果があります。
気軽、フランクなコミュニケーションを実施しやすい
SNSでは面接よりもリラックスした状態でコミュニケーションが取れるので、求職者の本来の姿を知ることができます。また、求職者の投稿内容や交友関係等から人物像がより明確になり、ポテンシャルの見極めやミスマッチな採用防止にも効果的です。
採用コストを抑えられる
求人サイトや人材紹介サービスを利用した場合は数十万~数百万円のコストがかかりますが、SNSで採用できれば採用費用を無料にすることができます。
ソーシャルリクルーティングで使われるSNSの種類
世の中にはさまざまなソーシャルメディアが存在しますが、主要なSNSの種類とソーシャルリクルーティングへの活用について解説します。
LINE
LINEは日本で最も普及しているSNSです。日常的に利用されているためアクティブ率が高く、幅広い年齢のユーザーと接点を持つことができます。
ただし、採用活動におけるLINEは新たなつながりをつくる、応募を集めるツールというよりは、つながった求職者との接触頻度を高めたり、情報提供ツールという位置付けで活用したりすることがおススメです。
Twitter
Twitterは140文字程度の文章や画像、動画を投稿できるほか、他の人の投稿を転載することも可能です。拡散力が高いことが特徴で、手軽に発信もできるため、知名度や認知が低い企業でもTwitterを活用すれば多くの人に情報を広げることが可能です。
Facebook
Facebookは世界規模で浸透しているサービスで、実名や詳しいプロフィールを登録して利用する実名制のSNSです。
総務省情報通信政策研究所の調査によると、Facebookの利用率は30代が約49.8%と最多で、ビジネス上の人脈を広げる目的で利用している人も多いです。実名制と利用世代を考えるとキャリア採用に有効なツールといえます。
LinkedIn
LinkedInはアメリカ生まれのSNSで、当初からビジネスシーンに限定して提供されています。ビジネス用に提供されていることから、ソーシャルリクルーティングでの活用も進んでおり、ダイレクトリクルーティング的な機能や企業が求人掲載する機能も備わっています。
日本ではまだまだ利用率が低いですが、外資系や情報感度の高いビジネスパーソンを中心に利用されています。
YouTube
YouTubeは動画投稿がメインとなるSNSです。撮影・編集した動画の公開、視聴者とリアルタイムで交流できるYouTubeLIVEなどの機能があり、10~20代の利用率が高い傾向にあります。
動画という性質上、情報量を多く伝えてファンづくりにつなげられますが、一方で高頻度での動画配信は運用負荷もかなり大きく、ソーシャルリクルーティングで母集団形成に使うには向かないでしょう。
Instagram
Instagramはおしゃれな写真や映像の投稿がメインとなるサービスです。20~30代の女性に加え、デザイナーや写真業界に特化した人材も多く利用しています。
ただし、コミュニケーション性が弱いため、PRやブランディングに適したSNSといえます。
女性の利用率が高かったり、タグ検索を中心とした利用スタイル等の特徴があったりするため、リクルーティング対象によっては有効です。
TikTok
TikTokはBGM付きの短尺動画を投稿できるサービスです。編集機能が優れているため、動画撮影や編集に慣れていない人でも手軽に投稿することができます。また、気取らない投稿に人気が集まる傾向にあります。
利用者は10代が多く、2018年にはダウンロード数が世界一になるほどの人気がありました。どちらかというとエンタメ性が高い部分もあり、あまりソーシャルリクルーティング向きとはいいづらいでしょう。
ソーシャルリクルーティング導入のコツ
ソーシャルリクルーティングの主な目的は①母集団形成、②応募後の接点づくりの2つです。母集団形成については発信を見てくれるフォロワー数を増やす必要があるため、ある程度の中長期的な視点での取り組みが必要となります。
母集団形成であればフォロワーを増やすための継続的な取り組み、応募後の接点づくりであれば応募プロセス内でフォローしてもらう仕組みの構築が大切です。
本章では、ソーシャルリクルーティングの目的に沿ったSNS導入のコツをご紹介します。
①発信対象に応じたアカウント種類の選択
ソーシャルリクルーティングでは自社に適したサービスを選ぶことが重要です。例えば、即戦力を採用したい企業がTikTokを利用しても、利用者の多くは10代なので、母集団形成は難しいといえます。
各サービスのユーザー層やニーズを確認し、自社のターゲット層に合ったSNSを選択しましょう。
②アカウント作成のポイント
求職者にとってSNSは日常的に利用しているサービスであるため、アカウントは企業よりも、担当者個人を前に出すことがおススメです。個人を前に出すと親近感が湧きやすくなるほか、企業側としても日常的な情報を発信しやすくなります。
特に「フォローしてもらう」プロセスが重要となる母集団形成においては、個人を前に出したほうが拡散・フォロワー獲得に効果的です。
その際、担当者には以下の人材を任命すると効果的です。
- 経営者や経営幹部
- WebマーケティングやSNSに詳しい人
- コミュニケーション能力が高い人
- 個人情報の取扱いに慣れている人
- 継続できる人
なお、個人を前に出すと異動や退職の場合には対応が必要となります。
ソーシャルリクルーティングに取り組むうえでは、移動や退職時の対応が生じることは止むを得ないことですし、だからこそ、大手企業などは積極的に取り組みづらく、ベンチャーや中小企業が戦いやすい背景もあります。
③情報発信
投稿の頻度に基準はありませんが、更新頻度が少ないと発見性が低下してしまいます。基本的には1日1回以上の発信を目安に投稿していきましょう。
④フォロワー数増加のポイント
ソーシャルリクルーティングは思いつきではなく、フォロワー増加の意図をもって投稿していくことが大切です。自社の求人情報だけを発信していても、フォローされづらいですし、更新頻度も保てません。
求人募集、社内の雰囲気が伝わるような普段の仕事風景や社内イベント、既存社員のインタビューなども交えつつ、フォロワー数を増やすためのターゲット層の共感性や拡散性が高い発信、お役立ち情報などの投稿を実施していきましょう。
⑤発信内容の注意点
ソーシャルリクルーティングでは効率的に有能な人材を確保することができますが、誤解を招くような投稿をすれば炎上する可能性もあります。誤解を生じさせる情報が拡散されてしまうリスクもあります。
また、何気ない投稿がコンプライアンス違反に該当してしまうケースもあるので、炎上やリスクへの考慮も大切です。
ソーシャルリクルーティングの成功事例
実際にソーシャルリクルーティングに成功した企業の事例をご紹介します。どちらかというと大手企業の事例になりますが、参考にしてみてください。
日本オラクル(twitter)
日本オラクルではTwitterを活用したソーシャルリクルーティングを実施しています。アカウントでは採用担当者の個人名が公開されており、採用情報をはじめ就職活動を成功させるポイントや心構えを採用側の視線で発信しています。
求職者にとって有益なツイートになっているため、応募を考えている層からのフォロワー獲得にもつながっています。
日本オラクル公式Twitter:
https://twitter.com/Oracle_JP_Saiyo
スターバックス(Facebook)
スターバックスは公式のFacebookアカウントを運用していますが、企業の公式アカウントとは別で「Starbucks Partners」という採用専用のアカウントを作成してソーシャルリクルーティングを実施しています。
Starbucks Partnersでは募集職種の掲載やスタッフが働いている風景、企業の自己開示が発信されており、求職者にとってコミュニケーションを始めやすい雰囲気です。また、求職者からのコメントにもしっかりと対応することも、応募意欲を高めることにつながっています。
Starbucks Partners公式アカウント:
https://ja-jp.facebook.com/pg/starbuckspartners/about/
まとめ
ソーシャルリクルーティングは母集団形成と応募後の接点づくりを目的とした新しい採用方法であり、ソーシャルメディアを活用することで低コストかつ効率的な採用が可能となります。
ソーシャルリクルーティングは、企業ではなく個人を前面に出す運用がおススメとなり、大企業が積極的に取り組みづらい側面もあるため、知名度や認知のないベンチャーや中小企業にも有効な手段です。
現代においてはさまざまなソーシャルメディアが存在します。ソーシャルリクルーティングを成功させるためには自社のターゲットに合ったサービスを選ぶことが重要です。
また、ソーシャルリクルーティングを実施するうえでは、フォロワーを獲得する拡散期間、また求職者にフォローしてもらう仕組みの構築、炎上を生まないための運用ノウハウ等も必要です。
記事の内容を参考にぜひソーシャルリクルーティングに取り組んでみてください。
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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