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良い人材の集め方は?|求人のコツ、人材募集の方法を紹介!|HRドクター|株式会社JAIC 良い人材の集め方は?|求人のコツ、人材募集の方法を紹介!
採用活動で「良い人材を集めたい」というのは、企業における永遠の欲求です。
良い人材を集められている企業を見ると、知名度や採用ブランド力など以外のポイントでもいくつかの特徴があります。そのため、現状で「良い人材がなかなか集まらない……」などの悩みを抱えている場合、人材獲得がうまい企業が実践していることをマネできないか検討することも大切です。
本記事では、人材が集まる企業の特徴と、人材募集の基本となる9つの集め方を確認します。確認したうえで、後半では、人材が集まらない3つの理由と、優秀な人材の集め方を紹介します。
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人材が集まる企業の特徴は?
まず、採用活動で人が集まりやすい企業の特徴を見ていきましょう。
働きやすい職場環境
近年の就活学生や20代若手などの間では、企業選びのポイントに「働きやすさ」に関する内容を挙げる人材が増えています。
たとえば、株式会社L100の「2023年度卒業の就活生が企業を選ぶうえで最も重視するポイントの調査結果」では、「働きやすさ」が1位であり、「働きやすさ」の割合は40.3%にのぼっていることがわかっています。
出典:2023年度卒業の就活生が企業を選ぶ上で最も重視するポイントの調査結果(株式会社L100)
また、転職の希望者・経験者などの調査結果を見てみても、働きやすい環境につながる以下の項目が上位にランクインしやすくなっていることがわかります。
- 社風
- 雰囲気
- 休日の取りやすさ
- 勤務地の選びやすさ など
ブラック企業への警戒心や、ライフワークバランスを重視する人材が増加したなかで、近年では、勤務時間(残業時間)も重視されやすい項目になっています。
また、最近では、副業する会社員が増加するなかで、副業の可否も大事な項目です。リモートワークの普及にともなってリモートワークの可否などを企業選びの条件として見ている人も増えつつあります。
こうした時代変化があるなかで、良い人材に応募⇒入社をしてもらい、定着につなげていくには、自社に働きやすい環境を整備するとともに、その内容を求人票などに記載することが必要です。
市場相場以上の待遇
人材募集における待遇とは、賃金や福利厚生、特に賃金を指しています。賃金は求職者にとっては重要な問題であり、やはり賃金が市場の平均よりも大きく劣っていると、母集団形成や良い人材を採用することに悪影響が出てきます。
賃金は重要である一方で、一種の衛生要因である側面もあります。したがって、待遇を多少上げても母集団を大きく増やすことは難しいかもしれません。しかし、良い人材を集めるには、少なくとも市場相場を意識したうえで、大きく劣らない待遇を検討する必要はあります。
状況に合った募集方法
人材募集における“状況”とは、自社の採用力、採用活動に使えるリソース、採用ターゲット、入社前の納期、募集人数などを指します。
たとえば、当たり前の話ですが、データサイエンティストなどの高度なIT技術を持つ人材を獲得するのは、未経験の若手人材を採用するよりも困難です。
また、「3ヵ月後までに絶対入社してもらわないといけない」という状況で使うべき手段と、「継続して採用活動をしているなかで改善していきたい」という状況で使える手段は変わります。
また、誰もが名前を知っている大手企業と無名の中小・ベンチャー企業でも適した募集方法は変わります。
以上のように採用に関する“状況”の組み合わせに応じて、適切な募集方法を選択できる企業が人材を集められる企業です。
人材募集で基本となる集め方
近年では、人材募集の方法も多様化しています。本章では、一般的な人材募集の方法、それぞれの特徴を紹介します。
自社ホームページ
自社の公式サイトや採用サイトに、募集要項を掲載する方法です。一般の求人サイトやほかの企業が運営するサービスとの大きな違いは、掲載コンテンツに制限がなく自由に自社の魅力などを発信できることです。
ただし、業界認知度の低い中堅・中小・ベンチャー企業などの場合、採用サイトの情報を拡散して誘導するSNSなどの仕組みがないと、幅広い求職者に届きにくく母集団形成にはつながりません。
ただし、ほとんどの人がスマートフォンを持っている時代、求職者が応募過程で自社のホームページを見るのは確実です。ホームページを見られるならば、母集団形成に使わないとしても、ある程度の企業サイト、採用ページの整備は必須です。
求人広告、求人誌、求人イベント
求人広告などの3方法に共通するのは、求職者を“待つ”集め方だということです。
求人広告・求人誌の場合、自社の募集要項を掲載したあとは、求職者からのエントリーを待つことになります。また、合同企業説明会などの求人イベントも、会場で求職者を“待つ”点では、ほかの方法と同じです。
上記の3手法は、認知度や採用広報力が高い大企業や人気企業におすすめです。一方で、中堅・中小・ベンチャー企業などの場合、大企業ほどの効果が得られにくいでしょう。
ただし、エリア限定での採用をしたい場合などは、求人誌や求人イベントなどの地域密着度が高い募集方法は今でも有効な選択肢の一つです。
ダイレクトリクルーティング
サービス登録者の情報を見て、企業側からスカウトメールなどを送信できる“攻め”の採用手法です。
ダイレクトリクルーティングは、採用の広報力が低く求人サイトなどでは母集団形成が難しい中堅・中小・ベンチャー企業などでも、口説く力(採用営業力)が高ければ自社に合う人材を採用しやすいでしょう。
近年では、新卒の採用市場にも、いわゆる新卒ダイレクトリクルーティングのサービスが登場しています。
人材紹介
人材紹介は、自社の希望要件に合う人材を紹介してもらえるサービスです。一般的に“人材紹介”と呼ばれるのは一般紹介(登録型)というもので、希望要件を伝えると、自社の登録人材からマッチングして、推薦してくれます。
人材紹介では、求人原稿の作成、応募意思の獲得、面接日程の調整、内定承諾のクロージングなどを代行してくれます。そのため、採用活動に工数を確保できない企業にもおすすめです。
ハローワーク
ハローワークは厚生労働省が全国に設置する職業紹介所です。無料で求人票を出稿できるため、一切の費用がかからない利点があります。
ただし、優秀なキャリア層や若手の場合、いわゆる求人サイトやイベント、ダイレクトリクルーティング、人材紹介などを利用することが多く、優秀層の獲得には、あまり適さない集め方です。
リファラル採用
いわゆる“縁故採用”の進化版です。自社の社員の友人や元同僚などを紹介してもらう手法になります。
既存社員は、自社の労働環境や仕事の進め方、企業文化などをよく理解しています。また、紹介する友人知人の性格やスキルも理解していることから、ほかの手法と比べてミスマッチが生じにくい集め方として注目されています。
ただし、リファラル採用は大量採用や計画的な採用には不向きなので、他手法と併用しながら動かすとよいでしょう。
派遣採用(紹介予定派遣)
派遣採用は上記で紹介した直接雇用するための集め方ではなく、いわゆる“派遣社員”を受け入れる方法です。
派遣社員は、たとえばイベント期間中や繁忙期などの期間限定の採用で、雇用調整しやすい利点があります。また、即戦力人材を確保できるため、教育コストや期間を削減できる点も魅力です。
また、最近では紹介予定派遣という形で、派遣社員として受け入れ、一定期間のパフォーマンスを見たうえで、正規雇用(直接雇用)に切り替えられるサービスも増えています。
業務委託
業務委託は特定の業務を切り出し、組織外部の個人や企業に依頼をして、業務を遂行してもらうことです。
もちろん業務委託は“採用”ではありませんが、フリーランスや副業人材が増えたなかで自社に専門知識がなかったり、正規雇用をするほどの業務量ではなかったりする場合には、“採用”の代わりに検討するメリットがある方法です。
人材が集まらない3つの理由
「求人をいくら出しても、欲しい人材が集まらない……」と悩む企業の場合、募集方法にいくつかの問題があることが多いです。本章では、人材が集まらない企業によくみられる3つの理由を紹介します。人材募集に課題があるようであれば、ぜひ確認してみてください。
求人に魅力がない
求人情報を読んだ求職者が、「この企業で働いてみたい!」と思える労働環境や待遇になっていないケースです。
自社の魅力をただ単に羅列しても、自社の魅力が求職者ニーズに合っていなければ人を集める力を持った魅力的な求人にはなりません。
- 営業職の平均月給〇万円! ⇒市場相場は提示金額より5~10万円高い
- 快適なオフィスで毎日勤務できる! ⇒在宅勤務を希望する人が多い職種
- さまざまな仕事に挑戦できる! ⇒専門性を追求したい人が多い職種
1つ目の待遇などは、前述した通り、市場相場を大きく下回らない水準までは改善が必要です。
一方で2つ目・3つ目の場合、絶対的な改善が必要な側面もありますが、「求人情報で何を打ち出すか?」という相対的な問題である部分もあるでしょう。こうした勘違いともいえる訴求は、採用ターゲットのニーズなどをきちんと考えない場合に生じがちです。
また、トレンドとはかけ離れた古い労働環境をそのまま記載すれば、当然のことながら、魅力のない求人になります。採用したいターゲットにとっての“相場観”や“魅力”となる労働環境・待遇を押さえる必要があります。
企業や仕事の魅力が伝わっていない
次は、伝え方の問題です。
たとえば、労働環境に問題ない企業で、求人を出すと仮定します。しかし、この企業の求人が以下のように漠然とした内容では、求職者にせっかくの魅力が伝わらず、逆に疑問や違和感が生じてしまうこともあるかもしれません。
- 楽しくやりがいのある仕事です!
⇒「どういうときに、やりがいが得られるの?本当なのか?曖昧で胡散臭いな…」 - IT営業の仕事です!
⇒「どのような営業方法なの?飛び込み?テレアポ?」 など
疑問などが生じる問題は、採用慣れしていない中小企業や、おもにハローワークや求人誌などで採用活動をしてきた企業の求人で起こりがちです。
募集要項は、求人“広告”であり、求職者との最初の接点でもあり、また、エントリーするかを左右する情報になります。したがって、企業や事業の魅力、仕事内容の面白さなどを募集要項でしっかりと伝える必要があります。
特に最近では、求人手法の多くがインターネット化したことで、昔とは異なり文字数の制限がなくなっています。こうしたなかで、事務的に情報を伝えるだけの募集要項になっていると、応募は集まりにくいでしょう。
また、ブラック企業に対する警戒感が根強いなかで、“曖昧・定性的な表現が羅列された求人”は不信感を持たれる傾向があります。やりがいや仕事内容などは具体的に記載することが大切です。
適切な集め方をしていない
以下のように集める方法が適切ではない問題です。
- 高度IT人材を5人採用したいのに、地元のハローワークで求人を出している
- 自社ホームページに求人を出したが、求人の内容を拡散する仕組みがない
- 採用力の低い中小企業なのに、大企業と同じ求人サイトを使っている
- 魅了付け力が低いのに、合同企業説明会ばかりに参加している など
上記は少し極端な事例もありますが、欲しい人材を集めるには、採用ターゲット、また、自社の採用力、その他前述したような“状況”(納期や採用人数)に応じて、適切な採用手法を選ぶ必要があります。
優秀な人材の集め方
自社に合う優秀な人材を集めるには、以下のポイントを大切にしましょう。
社内環境を見直す
根本的な話になってしまいますが、自社の採用ターゲットにとって魅力的な労働環境や待遇を整備することが大切です。具体的な内容は、求職者ニーズなどによっても変わってきますが、基本的には、以下のようなことを整備していくとよいでしょう。
- 年功序列による報酬体系をやめて、市場相場に合わせるようにする
- 多様な働き方を取り入れる
- 副業・兼業制度を導入する
- 心理的安全性の高い組織にする
- 新人が早くなじみ即戦力化できるように、オンボーディングの仕組みを整備する など
短期的にできること/できないことはありますが、やはり魅力的な職場でなければ、良い人材を継続的に集めることはできません。
求人広告だけを工夫して、たとえ一時的に良い人材を集められたとしても、入社後に定着しなければ、採用費用が増えるだけで意味がないでしょう。
身もふたもない話になりますが、中長期的な視点で良い人を採用したいのであれば、良い企業を作る必要があります。
応募したくなる求人内容にする
次は、自社の魅力の伝え方・書き方の工夫です。採用ターゲットに「応募してみたい!」と思わせるには、以下4つのポイントを大切にしながら求人を書いていくのがおすすめです。
- 給料や勤務時間などは、なるべく具体的に書く
- 仕事内容や働きやすさなどは、求職者がイメージできるように具体的に記載する
- 自社の魅力は「求職者ニーズ×自社で提供できるもの」が交わるところを考える
- 採用競合を意識することも忘れずに
求人を書くときには、1~4を押さえながら「私もこういう仕事がしてみたい!」とポジティブなイメージが膨らむ内容にすることが大切です。
たとえば、2のイメージのしやすさでいえば、AよりもBの書き方をしたほうが、求職者に具体的なイメージを抱いてもらいやすくなるでしょう。
- 【A】楽しく働ける職場です!
- 【B】メンバーと利用者さんも仲が良く、週1回のイベントで楽しみながら働ける介護施設です!
採用ターゲットがいる場所で採用を行なう
良い人材を集めるには、自社の採用ターゲットがいて、なおかつ、自社でも人材を獲得できそうな場所で募集することも大切です。
たとえば、ネームバリューや採用力がそう高くない中堅・中小企業やベンチャー企業の場合、大手企業と同じ土俵で競り合うような総合型の新卒求人サイトを利用しても、大手企業のような効果は期待できないでしょう。
一般的に知名度が低い、人気業種ではないといった場合には、ランチェスターの法則に則って“局地戦”、つまり、1対1で会える、検討してもらう場を作ることが大切になります。
具体的な採用手法としては、メッセージで口説けるダイレクトリクルーティングや対面で魅力付けできる求人イベントやマッチングイベント、エージェントが応募意思の獲得をしてくれる人材紹介などがおすすめです。
また、少し極端な例になりますが、「新卒市場ではなかなか勝てない。でも、若手人材がほしい」という場合には、以下のようなブルーオーシャンにシフトすると、求人も目立たせやすくなります。求職者からの応募や接触頻度も上がる可能性が高まるでしょう。
まとめ
良い人材が集まる企業には、以下のポイントが実践されている特徴があります。
- 働きやすい職場環境
- 市場相場以上の待遇
- 状況に合った募集方法
安定して採用を成功させるためには、社内環境や求人内容を見直すとともに、ターゲットとなる人材がいる場所で採用活動をしていく必要があります。
なお、人材募集には、以下のようにさまざまな方法があります。
- 自社ホームページ
- 求人広告、求人誌、求人イベント
- ダイレクトリクルーティング
- 人材紹介
- ハローワーク
- リファラル採用
- 派遣採用
- 業務委託
なお、HRドクターを運営する株式会社ジェイックでは、イベント融合型の人材紹介「就職カレッジ」と、大学連携型の「新卒カレッジ」という人材紹介サービスを提供しています。「就職カレッジ」などの人材紹介サービスは、求人票作成~クロージングまでの代行サポートもついているため、採用工数の削減をしたい人にもおすすめです。
また、新卒採用では、ダイレクトリクルーティング「FutureFinder」も提供しています。興味がある人は、以下の資料をダウンロードしてみてください。
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
著書、登壇セミナー
・Inside Sales Conference「オンライン時代に売上を伸ばす。新規開拓を加速する体制づくり」など著者の他の記事を見る
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