リクルートメント・マーケティング入門：あたらしい採用の常識 / Recruitment Marketing 101

by Wantedly, Inc.

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©2019 Wantedly, Inc. ৳ͼΔσδλϧσόΠε ϝσΟΞ૯઀৮࣌ؒͷߏ੒ൺ࣌ܥྻਪҠʢ̍೔͋ͨΓʗिฏۉʣɿ౦ژ஍۠ ࢀরݩɿגࣜձࣾതใಊ%:ϝσΟΞύʔτφʔζϝσΟΞ؀ڥݚڀॴʮϝσΟΞఆ఺ௐࠪʯ ਺஋࣠ 0 0.3 0.6 0.9 1.2 2006 2007 2008 2009 2010 2011 2012 2013 2014 2015 2016 2017 2018 ςϨϏ ϥδΦ ৽ฉ ࡶࢽ ύιίϯ λϒϨοτ୺຤ ܞଳి࿩εϚϗ 0.3 0.6 0.9 1.2 2006 2007 2008 2009 2010 2011 2012 2013 2014 2015 2016 2017 2018 11

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©2019 Wantedly, Inc. ਺஋࣠ 0 0.3 0.6 0.9 1.2 2006 2007 2008 2009 2010 2011 2012 2013 2014 2015 2016 2017 2018 ςϨϏ ϥδΦ ৽ฉ ࡶࢽ ύιίϯ λϒϨοτ୺຤ ܞଳి࿩εϚϗ 0.3 0.6 0.9 1.2 2006 2007 2008 2009 2010 2011 2012 2013 2014 2015 2016 2017 2018 Ϛε͔Βσδλϧ΁ɿ2018೥ʹ͸ա൒਺͕σδλϧɾϝσΟΞʹ 50.1% 12 ࢀরݩɿגࣜձࣾതใಊ%:ϝσΟΞύʔτφʔζϝσΟΞ؀ڥݚڀॴʮϝσΟΞఆ఺ௐࠪʯ

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©2019 Wantedly, Inc. ૿ݮ%* -40 -30 -20 -10 0 10 20 30 ೝ஌ͷ͖͔͚ͬ 0 0.225 0.45 0.675 0.9 ςϨϏ ళ಄ χϡʔεϙʔλϧαΠτ ৽ฉ اۀͷ8FCαΠτ ࡶࢽ ஌ਓՈ଒͔Βͷ৘ใ ιʔγϟϧϝσΟΞ ֗಄޿ࠂަ௨޿ࠂ اۀͷϝϧϚΨ %. ͦͷଞ ೝ஌ͷ͖͔͚ͬ ૿ݮ%* σδλϧϝσΟΞ͕l঎඼Λ஌Δ͖͔͚ͬzʹ ঎඼ೝ஌ͷ͖͔͚͓ͬΑͼɺ೥લͱൺ΂ͨϝσΟΞผ૿ݮ%*ʢ೥݄ʣ ࢀরݩɿΞυϏγεςϜζגࣜձࣾʮফඅऀߦಈௐࠪɿσδλϧϝσΟΞ࣌୅ͷফඅऀߦಈΛಡΈղ͘ʯ 14

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©2019 Wantedly, Inc. ૿ݮ%* -40 -30 -20 -10 0 10 20 30 ೝ஌ͷ͖͔͚ͬ 0 0.225 0.45 0.675 0.9 ςϨϏ ళ಄ χϡʔεϙʔλϧαΠτ ৽ฉ اۀͷ8FCαΠτ ࡶࢽ ஌ਓՈ଒͔Βͷ৘ใ ιʔγϟϧϝσΟΞ ֗಄޿ࠂަ௨޿ࠂ اۀͷϝϧϚΨ %. ͦͷଞ ೝ஌ͷ͖͔͚ͬ ૿ݮ%* σδλϧϝσΟΞ͕l঎඼Λ஌Δ͖͔͚ͬzʹ ঎඼ೝ஌ͷ͖͔͚͓ͬΑͼɺ೥લͱൺ΂ͨϝσΟΞผ૿ݮ%*ʢ೥݄ʣ 15 ࢀরݩɿΞυϏγεςϜζגࣜձࣾʮফඅऀߦಈௐࠪɿσδλϧϝσΟΞ࣌୅ͷফඅऀߦಈΛಡΈղ͘ʯ

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©2019 Wantedly, Inc. ࠷ॳͷೝ஌ͷޙʹɺاۀͷࢤ๬౓্͕͕Δ͜ͱͷํ͕ଟ͍ ͸౰ॳΑΓࢤ๬౓্͕͕Δ આ໌ձͳͲ໘઀લ͕ɺબߟத͕ 23% 77% ͋Δ ͳ͍ 4% 48% 48% ໘઀ɾࢼݧஈ֊ΑΓલʢձࣾઆ໌ձ౳΋ؚΉʣ ໘઀ɾࢼݧஈ֊ ಺ఆ֫ಘஈ֊ Ԡื౰ॳΑΓ΋ࢤ๬౓্͕͕ͬͨձ͕ࣾ͋Δ͔ ࢤ๬౓্͕͕ͬͨͷ͸Ͳͷஈ֊͔ ˞ࢀߟɿגࣜձࣾΞΠσϜਓͱ࢓ࣄݚڀॴʮ೥݄ଔۀ༧ఆऀͷब৬׆ಈʹؔ͢Δௐࠪ ೥݄೔࣌఺ ʯ 22

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©2019 Wantedly, Inc. ࣾһͱ઀఺Λ࣋ͭ͜ͱͰࢤ๬౓্͕͕Δ ࢤ๬౓্͕͕ͬͨஈ֊ผ ࢥ͍ͬͯͨΑΓ΋ɺͦͷاۀͷࣾһͷงғؾ͕ࣗ෼ʹ߹͍ͦ͏͔ͩͬͨΒ ࢥ͍ͬͯͨΑΓ΋ɺࣗ෼͕΍ͬͯΈ͍ͨͱࢥ͑Δ࢓ࣄ͔ͩͬͨΒ ࢥ͍ͬͯͨΑΓ΋ɺͦͷاۀͷจԽ΍Ձ஋؍ͳͲͷงғؾ͕ࣗ෼ʹ߹͍ͦ͏͔ͩͬͨΒ ࣗ෼ͷ͜ͱΛධՁͯ͘͠Ε͍ͯΔͷ͕Θ͔͔ͬͨΒ ೖࣾޙʹ੒௕Ͱ͖ͦ͏͔ͩͬͨΒ ܦӦऀͷ࿩΍ଶ౓͕ྑ͔͔ͬͨΒ ࢥ͍ͬͯͨΑΓ΋ɺࣾձతʹҙٛͷ͋Δاۀɾ࢓ࣄ͔ͩͬͨΒ ࢥ͍ͬͯͨΑΓ΋ɺ࿑ಇ৚݅౳͕ࣗ෼ͷر๬ࣅ߹͍͔ͬͯͨΒ ࢥ͍ͬͯͨΑΓ΋ɺ࿑ಇ৚݅౳͕ଞࣾΑΓྑ͔͔ͬͨΒ ଞͷԠืऀͷงғؾ͕ࣗ෼ʹ߹͍ͦ͏͔ͩͬͨΒ ࢥ͍ͬͯͨΑΓ΋ɺձࣾͷཱ஍ɾݐ෺ɾઃඋͳͲ͕ྑ͔͔ͬͨΒ ޱίϛαΠτ΍पғͷਓ͔Βͷධ൑͕ྑ͔͔ͬͨΒ ͦͷଞ 23 ˞ࢀߟɿגࣜձࣾΞΠσϜਓͱ࢓ࣄݚڀॴʮ೥݄ଔۀ༧ఆऀͷब৬׆ಈʹؔ͢Δௐࠪ ೥݄೔࣌఺ ʯ

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©2019 Wantedly, Inc. ࣾһͱ઀఺Λ࣋ͭ͜ͱͰࢤ๬౓্͕͕Δ ࢤ๬౓্͕͕ͬͨஈ֊ผ ࢥ͍ͬͯͨΑΓ΋ɺͦͷاۀͷࣾһͷงғؾ͕ࣗ෼ʹ߹͍ͦ͏͔ͩͬͨΒ ࢥ͍ͬͯͨΑΓ΋ɺࣗ෼͕΍ͬͯΈ͍ͨͱࢥ͑Δ࢓ࣄ͔ͩͬͨΒ ࢥ͍ͬͯͨΑΓ΋ɺͦͷاۀͷจԽ΍Ձ஋؍ͳͲͷงғؾ͕ࣗ෼ʹ߹͍ͦ͏͔ͩͬͨΒ ࣗ෼ͷ͜ͱΛධՁͯ͘͠Ε͍ͯΔͷ͕Θ͔͔ͬͨΒ ೖࣾޙʹ੒௕Ͱ͖ͦ͏͔ͩͬͨΒ ܦӦऀͷ࿩΍ଶ౓͕ྑ͔͔ͬͨΒ ࢥ͍ͬͯͨΑΓ΋ɺࣾձతʹҙٛͷ͋Δاۀɾ࢓ࣄ͔ͩͬͨΒ ࢥ͍ͬͯͨΑΓ΋ɺ࿑ಇ৚݅౳͕ࣗ෼ͷر๬ࣅ߹͍͔ͬͯͨΒ ࢥ͍ͬͯͨΑΓ΋ɺ࿑ಇ৚݅౳͕ଞࣾΑΓྑ͔͔ͬͨΒ ଞͷԠืऀͷงғؾ͕ࣗ෼ʹ߹͍ͦ͏͔ͩͬͨΒ ࢥ͍ͬͯͨΑΓ΋ɺձࣾͷཱ஍ɾݐ෺ɾઃඋͳͲ͕ྑ͔͔ͬͨΒ ޱίϛαΠτ΍पғͷਓ͔Βͷධ൑͕ྑ͔͔ͬͨΒ ͦͷଞ ࣾһͷงғؾ΍จԽɺ Ձ஋؍ͳͲͰ ࢤ๬౓͸্ঢ͢Δ 24 ˞ࢀߟɿגࣜձࣾΞΠσϜਓͱ࢓ࣄݚڀॴʮ೥݄ଔۀ༧ఆऀͷब৬׆ಈʹؔ͢Δௐࠪ ೥݄೔࣌఺ ʯ

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©2019 Wantedly, Inc. Interest = ڵຯ Awareness = ೝ஌ Consideration = ݕ౼ Engage ๚໰ऀ ީิऀ ϑΥϩϫʔɾTalent Pool Recruiter Employee Success Recruitment Marketer Soft Selection = બߟ ैۀһ ఏএऀ BlogɺSNSɺಈըɺ ΠϕϯτɺPRɺ޿ࠂ ΦϯϘʔσΟϯά͔Β ఆணɺ׆༂·Ͱ Lead Generation Lead Nurturing Recruiting Employee Success ৄࡉ৘ใͷఏڙɺ ݸผͷϑΥϩʔΞοϓʢձ͏ɺݸผΠϕϯτʣ બߟ͔Β಺ఆঝ୚·Ͱ ୲౰ɿ ର৅ɿ Application = ΤϯτϦ Selection = ຊબߟ Hire = ࠾༻ ͜Ε͔Βͷ࠾༻ 37

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©2019 Wantedly, Inc. Interest = ڵຯ Awareness = ೝ஌ Consideration = ݕ౼ Engage ๚໰ऀ ީิऀ ϑΥϩϫʔɾTalent Pool Recruiter Recruitment Marketer Soft Selection = બߟ ैۀһ ఏএऀ BlogɺSNSɺಈըɺ ΠϕϯτɺPRɺ޿ࠂ ΦϯϘʔσΟϯά͔Β ఆணɺ׆༂·Ͱ Recruitment Marketing Recruiting Employee Success ৄࡉ৘ใͷఏڙɺ ݸผͷϑΥϩʔΞοϓʢձ͏ɺݸผΠϕϯτʣ બߟ͔Β಺ఆঝ୚·Ͱ ୲౰ɿ ର৅ɿ Application = ΤϯτϦ Selection = ຊબߟ Hire = ࠾༻ ͪͳΈʹɿϦΫϧʔτϝϯτɾϚʔέςΟϯάͱ͸ 38 Employee Success

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©2019 Wantedly, Inc. 1. Lead Generation - ೝ஌Λܗ੒͢ΔͨΊʹ Awareness = ೝ஌ Interest = ڵຯ Consideration = ݕ౼ Application = ΤϯτϦ Selection = ຊબߟ Hire = ࠾༻ Engage ๚໰ऀ ީิऀ ϑΥϩϫʔɾTalent Pool Recruitment Marketer Soft Selection = બߟ ैۀһ ఏএऀ BlogɺSNSɺಈըɺ ΠϕϯτɺPRɺ޿ࠂ ΦϯϘʔσΟϯά͔Β ఆணɺ׆༂·Ͱ Lead Generation Lead Nurturing Recruiting ৄࡉ৘ใͷఏڙɺ ݸผͷϑΥϩʔΞοϓʢձ͏ɺݸผΠϕϯτʣ બߟ͔Β಺ఆঝ୚·Ͱ ୲౰ɿ ର৅ɿ Employee Success 40 Recruiter Employee Success

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©2019 Wantedly, Inc. ஌ͬͯ΋Β͏ ΦϯϥΠϯͰ୳ͯ͠໯͏ ೝ஌ܗ੒ͷखஈʹ͸େ͖͘Θ͚ͯͭͷྖҬɺ ʮ&BSOFE౒ྗΛͯ͠खʹೖΕͨʯʮ1BJE͓ۚ Λ෷ͬͯखʹೖΕͨʯʮ0XOFEॴ༗͍ͯ͠Δʯ ͕͋Γ·͢ɻͦͷதͰ΋σδλϧ࣌୅ʹ୆಄͖ͯ͠ ͍ͯΔͷ͕&BSOFE΍0XOFEͷྖҬͰ͢ɻ͜ͷ෼ ໺Λ৳͹͢ͱΦϯϥΠϯͰͷଘࡏײ͕૿͠ɺࣗࣾʹ ͍ͭͯ஌ͬͯ΋Β͍΍͘͢ͳΓ·͢ɻ EARNED PAID OWNED TwitterγΣΞ FacebookγΣΞ ޱίϛϨϏϡʔ PRهࣄ ϒϩά ࣗࣾαΠτ SNSνϟωϧ ϝʔϦϯάϦετ ಈըίϯςϯπ ϦεςΟϯά޿ࠂ ςϨϏ޿ࠂ ωΠςΟϒΞυ ΠϯϑϧΤϯαʔ ޿ࠂ ͭͷେ͖ͳೝ஌ܗ੒νϟωϧ 1. Lead Generation - ೝ஌Λܗ੒͢ΔͨΊʹ 41

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©2019 Wantedly, Inc. Blog Χϧνϟʔൃ৴ͷϕʔε ༷ʑͳൃ৴खஈ͕͋ΔதͰɺશͯͷ৘ใൃ৴ͷϕʔ εͱͯ͠ϒϩά͕ྑ͍ͱ͍͑·͢ɻཧ༝ͱͯ͠͸ɺ 5XJUUFS΍'BDFCPPL౳Ͱ͸৘ใཻ౓͕খ͗͢͞ɺྲྀ Ε͍ͯͬͯ͠·ͬͯ஝ੵ͞Εਏ͔ͬͨΓɺϝοηʔδ ͕఻ΘΓਏ͔ͬͨΓ͢Δ͔ΒͰ͢ɻ ҰํͰɺϒϩάӡ༻͸ʮ͸͡ΊΔʯΑΓ͸ʮܧଓʯ ͕࠷େͷ՝୊Ͱ͢ɻࣗࣾͰαʔόΛͨͯͯϒϩάΛσ βΠϯ͢ΔͳͲɺॳظʹେܕ౤ࢿΛ͢ΔΑΓ͸ɺ· ͣ͸ϒϩάαʔϏεΛఏڙ͍ͯ͠ΔαʔυύʔςΟͷ ΋ͷ౳Λར༻ͯ͠খ࢝͘͞Ί·͠ΐ͏ɻ ೝ஌ܗ੒ํ๏ͷ۩ମྫ OWNED ίετߴ ίετ௿ ετοΫ ϑϩʔ SNSνϟωϧ ޱίϛϨϏϡʔ PRهࣄ ϝʔϦϯάϦετ ϦεςΟϯά޿ࠂ ςϨϏ޿ࠂ ωΠςΟϒΞυ ΠϯϑϧΤϯαʔ޿ࠂ ϒϩά ࣗࣾαΠτ ಈըίϯςϯπ 1. Lead Generation - ೝ஌Λܗ੒͢ΔͨΊʹ 42

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©2019 Wantedly, Inc. ಈը :PV5VCF͸ҰେϓϥοτϑΥʔϜʹ εϚϗ͕ීٴͨ͠Γ௨৴ճઢ͕ڧԽ͞ΕͨΓͨ݁͠ Ռɺಈը͸ए͍ੈ୅ͷؒͰେ͖͘ීٴ͍ͯ͠·͢ɻ ւ֎Ͱ͸ʮ4PEB4USFBNʯͱ͍͏ΠεϥΤϧͷձࣾ ͕࠾༻޲͚όΠϥϧಈըΛ࡞੒ͯ͠ສ࠶ੜΛ֫ಘ ͢ΔͳͲɺಈըΛ্ख͘׆༻ͨ͠ೝ஌ܗ੒͕ਐΜͰ ͍·͢ɻ ҰํͰಈը੍࡞͸4/4΍ϒϩάͱൺ΂ͯίετ΋͔ ͔ΔͨΊɺνϟωϧΛӡ༻͍ͯ͘͠ΑΓ͸ɺϒϩά ΍5XJUUFSͱ͍ͬͨଞ4/4Ͱ୯ൃͰൃ৴͍ͯ͘͠Α͏ ͳ࢖͍ํΛΦεεϝ͠·͢ɻ ಈըΛࢹௌ͠ɺ໿ׂͷब׆ੜ͕ࢤ๬౓্ঢ Լ͕ͬͨ 2% มΘΒͳ͔ͬͨ 22% ্͕ͬͨ 60% େ্͖͕ͬͨ͘ 17% ࢤ๬౓͸Ͳ͏มԽ͠·͔ͨ͠ʁ גࣜձࣾϓϧʔΫεʮ৽ଔ࠾༻ಈըͷඞཁੑʹؔ͢Δब׆ੜΞϯέʔτௐࠪʯ2018 OWNED ೝ஌ܗ੒ํ๏ͷ۩ମྫ 1. Lead Generation - ೝ஌Λܗ੒͢ΔͨΊʹ 43

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©2019 Wantedly, Inc. ΦϯϥΠϯͰͷίϛϡχέʔγϣϯ͕ൃୡ͢Δͱಉ ࣌ʹɺए͍ੈ୅͸ɺձࣾ΍ۀքͷนΛ௒͑ͯΦϑϥ ΠϯͰإΛ͋ΘͤΔϛʔτΞοϓ΍ษڧձ౳΁ͷࢀ Ճ͕ਐΜͰ͍·͢ɻ اը͕ॏ͗͢Δͱதʑ࣮ݱ͠ͳ͍ͷͰɺ͋·Γاը Λඞཁͱͤͣʹ࣮ݱ͢Δํ๏Ͱࣾ಺ษڧձʹࣾ֎ ͷਓͷࢀՃ࿮Λ΋͏͚ͨΓɺΧδϡΞϧʹϐβ΍ण࢘ Λ৯΂ͳ͕ΒࣾһͱަྲྀͰ͖ΔΠϕϯτΛ࣮ࢪ͢Δ ͳͲ·ͣ͸࢝ΊͯΈ·͠ΐ͏ɻ 5XJUUFS΍'BDFCPPL1BHFͱ͍ͬͨιʔγϟϧϝσΟ Ξ͸ɺͦΕͧΕͷϢʔβ΁ͷಋઢͱͯ͠׆༻͠·͠ΐ ͏ɻ·ͨɺܧଓͯ͠ϑΥϩϫʔ਺Λ૿΍͢͜ͱͰձ ࣾͷ৘ใൃ৴ྗ΍Ϧʔνྗ͕ڧ͘ͳ͍͖ͬͯ·͢ɻ 5XJUUFS΍'BDFCPPL1BHF͸ؾܰʹ࢝ΊΒΕΔͷ͕ ڧΈͰ͕͢ɺΑ͋͘Δ໰୊͕ωλ੾Ε͠ߋ৽͕଺Δ ͱ͍͏΋ͷͰ͢ɻͰ͢ͷͰස౓ߴ͘ൃ৴ΑΓ͸ɺܧ ଓͯ͠ൃ৴Λଓ͚ΒΕΔΑ͏ମ੍΍ίϯςϯπͳͲ ઃܭͯ͠։࢝Ͱ͖ΔͱϕετͰ͢ɻ ࣗࣾΠϕϯτ ϦΞϧͰͷ઀఺͕Ωʔʹ OWNED SNS 5XJUUFS΍'BDFCPPLɺ*OTUBHSBNͳͲ OWNED ೝ஌ܗ੒ํ๏ͷ۩ମྫ 1. Lead Generation - ೝ஌Λܗ੒͢ΔͨΊʹ 44

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©2019 Wantedly, Inc. ࠷ۙ͸4/4ͷൃୡͰɺڵຯΛͦͦΔ৘ใ͸͋ͬͱ͍ ͏ؒʹ޿·Γ΍͘͢ͳΓ·ͨ͠ɻͳͷͰɺ޿ࠂʹ͓ ۚΛ͔͚ΔΑΓ͸ձࣾͷϢχʔΫͳʮࢪࡦʯ΍ʮ੍ ౓ʯΛൃද͢Δͱେ͖֦͘ࢄ͞Εೝ஌͕ߴ·Δ܏޲ ͕ڧ͋͘Γ·͢ɻ ҰํͰྲྀߦʹགྷΒ͞Εͯ࣍ʑͱࣖোΓͷྑ੍͍౓Λ ཚൃ͠ɺ࠷ऴతʹࣄۀཱ͕ͪߦ͔ͳ͘ͳ੍ͬͯ౓Λ ม͑ΔʢϦϞʔτۈ຿Λॖখ͢ΔͳͲʣͱ͍ͬͨࣄ ྫ΋૿͍͑ͯΔͷͰɺ੍౓ઃܭ͸௕ظతͳํ਑Λݟ ਾ͑ͯߦ͏ͷ͕ຊ࣭తͱ͍͑·͢ɻ ςϨϏ޿ࠂ͸ґવͱͯ͠େ͖ͳӨڹྗ͕͋ΔҰํͰɺ ͦΕҎ֎ͷϚεϝσΟΞʢ৽ฉɾࡶࢽɾϥδΦͳͲʣ ͸Өڹ͕খ͘͞ͳΓɺςϨϏͱ΢Σϒ޿ࠂͷ૊Έ߹ Θ͕ͤॏཁʹͳ͖͍ͬͯͯ·͢ɻ ͱ͸͍͑QHͷσʔλΛΈͯ΋޿ࠂ͸શൠతʹӨ ڹྗ͕খ͍͞ͷͰɺͦΕΑΓ΋&BSOFE΍0XOFEϝ σΟΞʹ஫ྗ͢Δͷ͕௕ظతͳΠϯύΫτ͸͋Γͦ ͏Ͱ͢ɻ ೝ஌ܗ੒ํ๏ͷ۩ମྫ 1. Lead Generation - ೝ஌Λܗ੒͢ΔͨΊʹ ޿ࠂ هࣄ޿ࠂΛग़ߘ͢Δ PAID PR ΠϯϑϧΤϯγϟϧͳ੍౓Λൃද͢Δ EARNED 45

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©2019 Wantedly, Inc. Consideration = ݕ౼ 2. Lead Nurturing Awareness = ೝ஌ Interest = ڵຯ Application = ΤϯτϦ Selection = ຊબߟ Hire = ࠾༻ Engage ๚໰ऀ ީิऀ ϑΥϩϫʔɾTalent Pool Recruiter Recruitment Marketer Soft Selection = બߟ ैۀһ ఏএऀ BlogɺSNSɺಈըɺ ΠϕϯτɺPRɺ޿ࠂ ΦϯϘʔσΟϯά͔Β ఆணɺ׆༂·Ͱ Lead Generation Lead Nurturing Recruiting ৄࡉ৘ใͷఏڙɺ ݸผͷϑΥϩʔΞοϓʢձ͏ɺݸผΠϕϯτʣ બߟ͔Β಺ఆঝ୚·Ͱ ୲౰ɿ ର৅ɿ Employee Success 48 Employee Success

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©2019 Wantedly, Inc. Consideration = ݕ౼ 2. Lead Nurturing - Soft Selection ͱ͸ Awareness = ೝ஌ Interest = ڵຯ Application = ΤϯτϦ Selection = ຊબߟ Hire = ࠾༻ Engage ީิऀ Recruitment Marketer Soft Selection = બߟ ैۀһ ఏএऀ BlogɺSNSɺಈըɺ ΠϕϯτɺPRɺ޿ࠂ ΦϯϘʔσΟϯά͔Β ఆணɺ׆༂·Ͱ Lead Generation Lead Nurturing Recruiting ৄࡉ৘ใͷఏڙɺ ݸผͷϑΥϩʔΞοϓʢձ͏ɺݸผΠϕϯτʣ બߟ͔Β಺ఆঝ୚·Ͱ ୲౰ɿ ର৅ɿ ϑΥϩϫʔɾTalent Pool ๚໰ऀ Employee Success 50 Recruiter Employee Success

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©2019 Wantedly, Inc. ιϑτɾηϨΫγϣϯ ຊબߟͷલͷιϑτͳબߟ ιϑτͳηϨΫγϣϯ͸ɺʮΠϯλʔϯγοϓʯ΍ ʮ༡ͼʹߦ͘ʯʮΠϕϯτ΁ͷࢀՃʯʮࣾһ঺հͰ "54ʢ"QQMJDBOU5SBDLJOH4ZTUFNʣʹ௥Ճ͞Εͨ ਓʯͳͲ༷ʑͳ΋ͷ͕͋Γ·͕͢ɺͦΕͧΕͷಛ௃ Λ͓͑ͯ͞࢖͍͜ͳ͢ඞཁ͕͋Γ·͢ɻ ಛ௃ͱͯ͠͸ɺʮෆಛఆଟ਺ͷީิऀʯͱ઀఺Λ࣋ ͭͷͰ͸ͳ͘ɺ͋Δఔ౓ɺࣗࣾͱϚον͍ͯ͠Δީ ิऀ࠾༻͍ͨ͠ͱࢥ͍ͬͯΔީิऀʹߜΓࠐΜͰ઀ ఺Λ࣋ͭΞϓϩʔνʹͳΓ·͢ɻ બߟʹ͍ۙ બߟ͔Βԕ͍ ฼਺গ ฼਺ଟ ࣗࣾΠϕϯτ WantedlyͳͲ ΧδϡΞϧ໘ஊ Πϯλʔϯγοϓ ATS΁ͷ௥Ճ 2. Lead Nurturing - Soft Selection ͱ͸ 51 ˞"QQMJDBOU5SBDLJOH4ZTUFNͱ͸ɿ ީิऀ؅ཧγεςϜͷ͜ͱͰɺถࠃͰ͸(SFFOIPVTF΍-FWFS͕୅දత

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©2019 Wantedly, Inc. 2. Lead Nurturing - ڵຯܗ੒ͱ͸ Awareness = ೝ஌ Interest = ڵຯ Consideration = ݕ౼ Application = ΤϯτϦ Selection = ຊબߟ Hire = ࠾༻ Engage ީิऀ Recruitment Marketer Soft Selection = બߟ ैۀһ ఏএऀ BlogɺSNSɺಈըɺ ΠϕϯτɺPRɺ޿ࠂ ΦϯϘʔσΟϯά͔Β ఆணɺ׆༂·Ͱ Lead Generation Lead Nurturing Recruiting ৄࡉ৘ใͷఏڙɺ ݸผͷϑΥϩʔΞοϓʢձ͏ɺݸผΠϕϯτʣ બߟ͔Β಺ఆঝ୚·Ͱ ୲౰ɿ ର৅ɿ ϑΥϩϫʔɾTalent Pool ๚໰ऀ Employee Success 52 Recruiter Employee Success

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©2019 Wantedly, Inc. ڵຯܗ੒ ݸผʹϑΥϩʔΞοϓΛͯ͠઀఺Λ࣋ͭ ݱࡏɺ5XJUUFS΍'BDFCPPLͱ͍ͬͨ4/4ɺͦͯ͠"54 ΍ϝʔϧͱ͍ͬͨπʔϧΛར༻ͯ͠ɺҰ౓ߜΓࠐΜͩ ީิऀʹରͯ͠ܧଓ઀఺Λ࣋ͭ͜ͱ͕ՄೳͰ͢ɻ ӈͷਤͰ͸ɺͲͷΑ͏ͳܧଓ઀఺͕Մೳ͔Ϛοϐϯ άΛͯ͠Έ·ͨ͠ɻ ڧ͍1VTI ऑ͍1VTI ΦϯϥΠϯ ΦϑϥΠϯ ϑΥϩϫʔʹί ϯςϯπΛ഑৴ εΧ΢τͰ Πϕϯτট଴ ఆظతʹձ͏ ఆظతʹνϟοτ ίϯςϯπΛݸผʹ νϟοτ౳ͰૹΔ ϑΥϩϫʔʹ ΠϕϯτҊ಺ 2. Lead Nurturing - ڵຯܗ੒ͱ͸ 53

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©2019 Wantedly, Inc. Consideration = ݕ౼ Awareness = ೝ஌ Interest = ڵຯ Application = ΤϯτϦ Selection = ຊબߟ Hire = ࠾༻ Engage ๚໰ऀ ީิऀ Recruiter Employee Success Recruitment Marketer Soft Selection = બߟ ैۀһ ఏএऀ BlogɺSNSɺಈըɺ ΠϕϯτɺPRɺ޿ࠂ ΦϯϘʔσΟϯά͔Β ఆணɺ׆༂·Ͱ Lead Generation Lead Nurturing Recruiting ৄࡉ৘ใͷఏڙɺ ݸผͷϑΥϩʔΞοϓʢձ͏ɺݸผΠϕϯτʣ બߟ͔Β಺ఆঝ୚·Ͱ ୲౰ɿ ର৅ɿ ϑΥϩϫʔɾTalent Pool Employee Success 2. Lead Nurturing - ݕ౼ϑΣʔζͱ͸ 54

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©2019 Wantedly, Inc. 2. Lead Nurturing - ݕ౼ϑΣʔζͱ͸ બߟʹਐΜͰ໯͏ ΰʔϧ͸ೖࣾͷઌͷఆண ͔͜͜Β͸ɺඞཁͳ৘ใΛఏڙͨ͠Γɺ࣮ࡍʹʮબ ߟʹਐΜͰΈ·ͤΜ͔ʯͱ࿈བྷ͢ΔࣄʹͳΓ·͢ɻ ఏҊ͢Δ಺༰ɾλΠϛϯά͸ɺ͜͜·ͰͷաఔͰ৬ ຿ܦྺॻͳͲʹΑΔද޲͖ͷࢤ޲ੑ͚ͩͰ͸ͳ͘ɺ ΧδϡΞϧʹฉ͚ͨ৘ใ΍ߦಈʹΑͬͯਂ͘ࢤ޲ੑ ΛཧղͰ͖͍ͯΔ͜ͱ͕ڧΈʹͳ͍ͬͯΔ͸ͣͰ͢ɻ ·ͨɺೖ͕ࣾΰʔϧͰ͸ͳ͘׆༂͠ఆண͢Δͱ͜Ζ ·Ͱ͕͓ޓ͍ͷΰʔϧͳͷͰɺձࣾͷྑ͍໘͚ͩͰ ͸ͳ͘ѱ͍໘ɺձࣾͰେࣄʹ͍ͯ͠ΔՁ஋؍ͳͲΛ ͔ͬ͠Γ఻͓͑ͯ͘͜ͱ͕େࣄͰ͢ɻ 55

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©2019 Wantedly, Inc. ܧଓ઀৮ϙΠϯτ͕ͳ͍ 4/4Ͱͭͳ͕ͬͨΓ"54ʹ࿈བྷઌΛ௥Ճ͢ΔͳͲɺܧଓ઀఺Λ࡞Ε͍ͯͳ͍اۀ͕େ൒Ͱ͢ ઀৮λΠϛϯά͕ඇՊֶత ʮ4UBZJOUPVDIʯͷ৔߹΋ɺࢁצͰఆظతʹ࿈བྷΛͯ͠ɺλΠϛϯά্͕ख͘߹͑͹ స৬Λߟ͑ͯ໯͑ΔͳͲඇՊֶతͳΞϓϩʔν͕େ൒Ͱ͢ ޮՌଌఆ͕୹ظత͗͢Δ ʮࠓ͙͢࠾༻Ͱ͖Δਓࡐʯʹ͔͠ڵຯ͕ͳ͍৔߹͸ɺφʔνϟϦϯά͸ద͍ͯ͠·ͤΜ 2. Lead Nurturing ͰؕΓ͕ͪͳ᠘ 1 2 3 56

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©2019 Wantedly, Inc. ܧଓ઀఺Λ࣋ͯΔπʔϧΛ͔ͭ͏ ܧଓ઀఺Λ࣋ͭͨΊʹ͸ɺ4/4΍"54ͱ͍ͬͨπʔϧͷಋೖ͕༗ޮͰ͢ πʔϧʹΑͬͯ͸࠷దͳ࿈བྷλΠϛϯά͕Θ͔Δ΋ͷ΋͋Γ·͢ ௕ظతʹROIΛܭࢉ͢Δ ʮ࠾༻͢Δͷʹ೥͔͔ͬͨʯͱ͍ͬͨ࿩Λฉ͖·͕͢ɺຊ౰ʹ࠾༻͍ͨ͠ͱࢥͬͨਓ ͸࣌ؒΛ͔͚ͯ೥୯ҐͰ௥͏͜ͱ͕౰ͨΓલͰ͢ɻࠊΛਾ͑ͯ30*ΛܭࢉͰ͖ΔΑ͏ͳ ೝࣝΛνʔϜ಺Ͱ΋ڞ༗͓͖ͯ͠·͠ΐ͏ 2. Lead Nurturing Ͱͷղܾࡦ 1 2 57

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©2019 Wantedly, Inc. Consideration = ݕ౼ 3. Recruiting Awareness = ೝ஌ Interest = ڵຯ Application = ΤϯτϦ Selection = ຊબߟ Hire = ࠾༻ Engage ๚໰ऀ ީิऀ ϑΥϩϫʔɾTalent Pool Recruiter Employee Success Recruitment Marketer Soft Selection = બߟ ैۀһ ఏএऀ BlogɺSNSɺಈըɺ ΠϕϯτɺPRɺ޿ࠂ ΦϯϘʔσΟϯά͔Β ఆணɺ׆༂·Ͱ Lead Generation Lead Nurturing Recruiting ৄࡉ৘ใͷఏڙɺ ݸผͷϑΥϩʔΞοϓʢձ͏ɺݸผΠϕϯτʣ બߟ͔Β಺ఆঝ୚·Ͱ ୲౰ɿ ର৅ɿ Employee Success 58

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©2019 Wantedly, Inc. 3. Recruitingબߟͱ࠾༻ ࠾༻ϑΣʔζ ͜͜Ͱؒҧ͑ͳ͚Ε͹ೖࣾޙ׆༂ͯ͘͠ΕΔ ΞʔϦʔεςʔδͷελʔτΞοϓͰΑؕ͘Γ͕ͪͳ ࣦഊ͕ɺʮ࠾༻ج४ʯΛఆΊ͍ͯͳ͍ͱ͍͏͜ͱͰ͢ɻ ࠾༻ج४Ͱ͕͢ɺ࠷΋େࣄͳͷ͸ʮձࣾͷϏδϣϯ΍ Ձ஋؍ʯͱݸਓͷʮ΍Γ͍ͨࣄɺ࢖໋ײɺϥΠϑελ Πϧ΍Ձ஋؍ʯ͕اۀͷ΋ͷͱϚον͍ͯ͠Δ͔Ͳ͏ ͔Ͱ͢ɻ ಉ࣌ʹɺʮ͓ޓ͍ͷظ଴஋ͷ͢Γ߹Θͤʯ΋େࣄʹͳ Γ·͢ɻձ͕ࣾͲͷΑ͏ʹݸਓʹίϛοτ͢Δʢ৚݅ ໘΍࢓ࣄ಺༰ͳͲʣ୅ΘΓʹɺݸਓ͸اۀʹͲ͏ίϛο τ͢Δ͔ʢͲͷΑ͏ͳ੒ՌΛ΋ͨΒ͢ݟ௨͔͠ʣ͕ͣ Ε͍ͯΔͱɺೖࣾޙʹ໰୊͕ද໘Խ͠·͢ɻ ձ͕ࣾ໨ࢦ͢ੈք؍ɾվળ͍ͨ͠՝୊ײʹରͯ͠ɺ ݸਓͷ໨ࢦ͢ੈք؍ɾ࢖໋ײ͸Ϛον͍ͯ͠Δ͔ Λ֬ೝ͠·͠ΐ͏ɻ ݸਓͷ WILL/VALUE ձࣾͷ VISION/VALUE VISION VALUE ձࣾͷେࣄʹ͍ͯ͠ΔՁ஋؍ʢಇ͖ํɺධՁ͢Δ ࢿ࣭ɺظ଴͢Δࣄۀ΁ͷίϛοτײʣͳͲΛࣄ લʹ͢Γ߹ΘͤΔͷ͸ඇৗʹେࣄͰ͢ɻ 59

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©2019 Wantedly, Inc. Consideration = ݕ౼ 4. Employee Success Awareness = ೝ஌ Interest = ڵຯ Application = ΤϯτϦ Selection = ຊબߟ Hire = ࠾༻ Engage ๚໰ऀ ީิऀ ϑΥϩϫʔɾTalent Pool Recruiter Employee Success Recruitment Marketer Soft Selection = બߟ ैۀһ ఏএऀ BlogɺSNSɺಈըɺ ΠϕϯτɺPRɺ޿ࠂ ΦϯϘʔσΟϯά͔Β ఆணɺ׆༂·Ͱ Lead Generation Lead Nurturing Recruiting ৄࡉ৘ใͷఏڙɺ ݸผͷϑΥϩʔΞοϓʢձ͏ɺݸผΠϕϯτʣ બߟ͔Β಺ఆঝ୚·Ͱ ୲౰ɿ ର৅ɿ Employee Success 60

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©2019 Wantedly, Inc. 4. Employee Success - ΤϯήʔδϝϯτΛߴΊΔ ͢ͳΘͪʮࣾһͷ੒ޭʯ ΤϯϓϩΠʔαΫηε ࠷ۙ͸ʮΧελϚʔαΫηεʯͱ͍͏৬छ͕ੜ·Εͯ ͍·͕͢ɺͦΕ͸͢ͳΘͪʮ঎඼Λߪೖͯ͘͠Εͨސ ٬͕ɺͦͷ঎඼Λ׆༻ͯ͠੒ޭ͢ΔͷΛࢧԉ͢Δʯͷ ͕ΰʔϧͰ͢ɻ ࣾһͷΤϯήʔδϝϯτΛߴΊΔϓϩηεΛʮΧελ ϚʔαΫηεʯͱدͤͯʮΤϯϓϩΠʔʢैۀһʣα Ϋηεʯͱ࠷ۙ͸ݺΜͩΓ͠·͕͢ɺʮೖࣾͯ͘͠Ε ͨࣾһ͕ɺࣗࣾͰͷΩϟϦΞΛ௨ͯ͡੒ޭ͢ΔͷΛॿ ͚Δʯͷ͕ΰʔϧʹͳΓ·͢ɻ 61

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©2019 Wantedly, Inc. ݹͯ͘৽͍͠ ΤϯϓϩΠʔαΫηεͷ࣌ؒ࣠ ΤϯϓϩΠʔαΫηε͕શ͘৽͍֓͠೦͔ͱ͍͏ͱɺ ͦ͏Ͱ͸͋Γ·ͤΜɻ ࠓ·Ͱͷ೔ຊاۀ΋ߟ͑ͯདྷ͍ͯΔ΋ͷͷɺऴ਎ޏ ༻͕લఏͷ࣌ؒ࣠Ͱઃܭ͞Ε͍ͯ·ͨ͠ɻࣾһͱͷ ௕ظܖ໿Λલఏʹߟ͑Δͱɺ৽چͷ੍౓ͷ੔߹ੑʹ ؾΛ࢖͏ඞཁ͕͋ͬͨΓɺ௕ظؒӡ༻ͯ͠΋໰୊͕ ͳ͍͜ͱΛ୲อͨ͠ίϯαόͳ΋ͷʹͳΔ܏޲͕͋ Γ·ͨ͠ɻҰํͰ࠷ۙ͸ɺਓࡐ͕ྲྀಈԽ͢Δ࣌୅ͷ มԽʹ߹Θͤɺର৅ͱͳΔࣾһɺࣄۀܗଶʹ߹Θͤ ͨߟ͑ํ͕ඞཁͱͳ͍ͬͯ·͢ɻ Ұ؏ੑɾ੔߹ੑ͕େࣄ Aࣾ ௕ظؒͰҭ੒ ଟ͘ͷ෦ॺ΍஍ҬΛࣾ಺ͰճΔͳͲͰਓͷͭͳ͕Γ΍ ΩϟϦΞΛ࡞ΔਓʹΑΓఆ೥ޙͷΩϟϦΞ΋อূ ࡀ ࡀ ࣄۀɾࣾһͷಛ࣭ʹͦͬͨઃܭ ΩϟϦΞ͸ݸਓ͕ߟ͑Δ ࡀ ࡀ Aࣾ Bࣾ Cࣾ Dࣾ Eࣾ ΩϟϦΞ͸ձ͕ࣾߟ͑Δ چ ৽ 4. Employee Success - ΤϯήʔδϝϯτΛߴΊΔ 62

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©2019 Wantedly, Inc. ೖΓޱׂ͕ ʮࣾһͷ੒ޭʯͷఆٛʹ߹ͬͨਓΛ࠾༻͢Δ ࣾһͷΤϯήʔδϝϯτΛߴΊΔ্Ͱୈεςοϓ͕ ʮࣾһͷ੒ޭʯͷఆٛͰ͢ɻʮڅ༩ΛԿΑΓՔ͙ʯͷ ͕੒ޭͳͷ͔ʮݸਓͱͯ͠શ͘ҧ͏ΩϟϦΞͰҰఆͷ ੒ՌΛग़͢ʯͷ͕੒ޭ͔ͳͲɺఆٛ͸اۀͦΕͧΕͰ ༏ྼ͸͋Γ·ͤΜ͕ʢϑΣʔζʹΑͬͯมΘΔ͜ͱ ΋ʣɺ·ͣ͸ఆٛ͠ͳ͍ͱ࢝·Γ·ͤΜɻ ୈεςοϓ͸ɺఆٛΛͨ͠ޙʹͦ͜ʹ߹ͬͨਓ͚ͩ Λ࠾༻͍ͯ͘͠ͱ͍͏࢟੎Ͱ͢ɻํ਑ͱͣΕ͍ͯΕ͹ ೖࣾޙʹ͓ޓ͍͕ෆ޾ʹͳΓ·͢ɻ ୈεςοϓ͸ɺ೔ʑͷࢪࡦͷதͰʮ੒ޭ౓߹͍ʯΛ ܭଌ͠ɺվળ͢΂͘1%$"Λ·Θ͍ͯ͘͠ࣄͰ͢ɻ 3. վળࢪࡦ 2. ʮ੒ޭʯͷ ܭଌ 1.ʮ੒ޭʯͷ ఆٛͱڞ༗ 4. Employee Success - ΤϯήʔδϝϯτΛߴΊΔ 63

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©2019 Wantedly, Inc. 4. Employee Success - ΤϯήʔδϝϯτΛߴΊΔ ʮࣾһͷ੒ޭʯͷଌΓํ γʔϯʹΑͬͯ࢖͍Θ͚Δ ʮࣾһͷ੒ޭʯͷࢦඪʹ͸༷ʑͳ΋ͷ͕͋Γ·͢ɻ ௕ظతͳࢦඪ͸ʮఆண཰ʯ΍ʮ཭৬཰ʯͰ͕͢ɺͦ ͜·Ͱ͍ͬͯ͠·͏ͱ΋͸΍1%$"͸·Θͤ·ͤΜɻ ͦΕΑΓ͸ɺΑΓઌߦࢦඪ͕ඞཁͱͳΓ·͢ɻ ઌߦࢦඪͱͯ͠఻౷తʹ͸ɺ௚઀໘ஊΛͯ͠ఆੑత ͳ৘ใΛೖख͢Δ͙Β͍͔͠खஈ͕͋Γ·ͤΜͰ͠ ͨɻͦΕ͕࠷ۙ͸ɺఆظతʹΞϯέʔτΛ࣮ࢪͯ͠ ࣾһͷϞνϕʔγϣϯΛఆྔԽ͠ɺͦͷมԽΛ΢Υο νͨ͠ΓɺPOͱ͍࢛ͬͯ൒ظ΍൒ظͷਓࣄ໘ஊΛ ଴ͨͣͱ΋ɺΑΓසൟʹ্௕ͱ࿩͢λΠϛϯάΛઃ ͚Δاۀ͕૿͍͑ͯ·͢ɻ ਓࣄ໘ஊ γεςϜಋೖ 1on1 ස౓ߴ͍ ස౓௿͍ ݸผత શମత ࢛൒ظධՁ໘ஊ Geppo 15 Five ͦͷଞΤϯήʔδϝ ϯτଌఆγεςϜ 64

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©2019 Wantedly, Inc. 4. Employee Success - ΤϯήʔδϝϯτΛߴΊΔ ʮࣾһͷ੒ޭʯͷͨΊͷࢪࡦ ༷ʑͳ੾ΓޱͰࢪࡦΛ࣮ࢪ͢Δ ʮࣾһʯ͕ϫΫϫΫͯ͠࢓ࣄΛ͍ͯ͠Δ͔Ͳ͏͔ʹ ͸ɺ༷ʑͳཁૉ͕͋Γ·͢ɻถࠃͷྟচ৺ཧֶऀɾ ϋʔζόʔά͕ఏএ͍ͯ͠ΔʮೋཁҼཧ࿦ʯͰ͸ɺ ࢓ࣄͷϞνϕʔγϣϯ͸ʮಈػ͚ͮཁҼʯͱʮӴੜ ཁҼʯʹ෼͚ΒΕ·͢ɻձ͕ࣾਓن໛ͷͲϕϯ νϟʔ͔ΒਓҎ্ͷ੒௕اۀʹมΘ͍ͬͯ͘த ͰʮӴੜཁҼʯΛ࠷௿ݶऔΓআ͖ɺʮಈػ͚ͮཁҼ ʹ͓͍ͯʯ஫ྗ͍ͯ͘͠ඞཁ͕͋Γ·͢ɻ ͳ͓ɺʮӴੜཁҼʯ͕վળ͞Εͯ΋ɺෆຬ଍౓͕ݮ Δ͚ͩͰ͋Γɺຬ଍౓͕ߴ·ΔΘ͚Ͱ͸ͳ͍ͱ͍͏ ͷ͕໘ന͍ϙΠϯτͰ͢ɻ ෆຬ଍ཁҼ ձࣾͷํ਑ͱ؅ཧ ຬ଍ཁҼ ؂ಜ ݸਓؒͷؔ܎ੑ ಇ͘؀ڥ څ༩ εςʔλε ୡ੒ ࢓ࣄͦͷ΋ͷ ੹೚ ੒௕ ঝೝ ঢਐ 65 Ӵ ੜ ཁ Ҽ ಈ ػ ͮ ͚ ཁ Ҽ

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©2019 Wantedly, Inc. ࠓҰ൪ඞཁͳͷ͸ʮҙٛʯ Ϟνϕʔγϣϯ3.0 ϋʔζόʔάͷʮೋཁҼཧ࿦ʯΛ঺հ͠·͕ͨ͠ɺͦ Ε͸೥ʹൃද͞Εͨ΋ͷͰͨ͠ɻͦΕʹରͯ͠ ೥ʹൃץ͞ΕͨμχΤϧɾϐϯΫஶʮϞνϕʔ γϣϯʯͰ͸ɺೋཁҼཧ࿦ΑΓҰาਐԽͨ͠ɺσ δλϧ࣌୅ͷݱ୅ʹ߹ͬͨ΋ͷ͔΋͠Ε·ͤΜɻ ʮೋཁҼཧ࿦ʯΑΓ΋ʮϞνϕʔγϣϯʯͰڧௐ ͞Ε͍ͯΔͷ͸ʮ163104&ʯͰ͢ɻ͜Ε͸ҙ༁͢Δ ͱʮϏδϣϯɺϛογϣϯɺେٛʯͱ͍ͬͨɺԿͷͨ ΊʹࣄۀΛ͍ͯ͠Δͷ͔ͱ͍ͬͨɺݸʑਓΑΓେ͖ ͍ʮҙٛʯʹͳΓ·͢ɻ MASTERY AUTONOMY PURPOSE ҙٛͷൃ৴͸ܦӦऀͷ࢓ࣄͰ͕͢ɺΤϯϓϩΠʔαΫηε ʹͱͬͯ΋ɺ֤Ϛωʔδϟʔ͕໨తΛਁಁͤ͞ΔͨΊͷࢧ ԉ΍ɺҙٛਁಁͷͨΊͷࢪࡦ͕ॏཁʹͳ͖ͬͯ·͢ɻ 4. Employee Success - ΤϯήʔδϝϯτΛߴΊΔ 66

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©2019 Wantedly, Inc. ੍౓࡞Γ͕໨తԽͯ͠͠·͏ ॳظͷελʔτΞοϓͰ͸૊৫ମ੍͕େ͖͘มΘΔՄೳੑ͕͋ΔͷͰɺΧνοͱͨ͠࢓૊ΈΛ࡞Γ ࠐΈա͗ͯ΋ɺӡ༻Ͱ͖ͣຊ຤స౗ʹͳΔ͜ͱ͋Γ·͢ ॳظͷελʔτΞοϓͰ͸ʮෆ࣮֬ੑʯ͕ߴ͍؀ڥΛΉ͠ΖٻΊ͍ͯΔਓΛ࠾༻͢ΔͳͲɺೖΓޱ ͰͷϑΟϧλϦϯάͱηοτͰߟ͍͖͑ͯ·͠ΐ͏ τϨϯυʹགྷΒ͞ΕΔ ࠷ۙ͸ʮ૊৫ʯʹؔ͢Δ࣮ݧతͳࢼΈ΋ଟ͘Ͱ͍ͯ·͕͢ʢ׬શϦϞʔτϫʔΫɺϗϥΫϥγʔͳ ͲʣτϨϯυʹགྷΒ͞Ε੍ͯ౓࡞Γ͕໨తԽͨ݁͠Ռຊۀ͕ࣦ଎͠ɺ݁Ռతʹࣾһʹ໎࿭Λ͔͚Δ ͱ͍͏ຊ຤స౗΋͋ΔΑ͏Ͱ͢ 4. Employee Success ͰؕΓ͕ͪͳ᠘ 1 2 67

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©2019 Wantedly, Inc. ࠷ॏཁࢦඪΛ໌֬Խ͢Δ Ϗδϣϯ΍ϛογϣϯ౳ʮ࠷ॏཁࢦඪʯ΍ʮࣾһͷ੒ޭʯͷఆٛΛ͔ͬ͠Γͱͯ͠ݴޠԽɾ ࣾ಺֎प஌͕ୈҰาʹͳΓ·͢ ೖΓޱͰ͔ͬ͠Γਫ਼ࠪ͢Δ ೖࣾͨ͠ޙͷζϨΛղফ͢ΔͨΊʹ੍౓࡞Γ΍ӡӦʹ๩ࡴ͞ΕΔΑΓ͸ɺ͔ͬ͠Γఆٛͨ͠ ձࣾͷՁ஋ʹ͋ͬͨਓ͚ͩΛ࠾༻͢ΔΑ͏৺͕͚·͠ΐ͏ 1 2 4. Employee Success Ͱͷղܾࡦ 68

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©2019 Wantedly, Inc. Consideration = ݕ౼ 3ͭʹ෼͔Ε͍ͯ͘ΩϟϦΞ Awareness = ೝ஌ Interest = ڵຯ Engage ๚໰ऀ ީิऀ ϑΥϩϫʔɾTalent Pool Recruiter Employee Success Recruitment Marketer Soft Selection = બߟ ैۀһ ఏএऀ BlogɺSNSɺಈըɺ ΠϕϯτɺPRɺ޿ࠂ ΦϯϘʔσΟϯά͔Β ఆணɺ׆༂·Ͱ Lead Generation Lead Nurturing Recruiting ৄࡉ৘ใͷఏڙɺ ݸผͷϑΥϩʔΞοϓʢձ͏ɺݸผΠϕϯτʣ બߟ͔Β಺ఆঝ୚·Ͱ ୲౰ɿ ର৅ɿ Application = ΤϯτϦ Selection = ຊબߟ Hire = ࠾༻ Employee Success 70

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©2019 Wantedly, Inc. ࣠଍͸ʮਓؒྗʯ σʔλΛ׆༻Λͭͭ͠΋ίΞ͸มΘΒͣ ͜Ε·Ͱͷ຀Վతͳ࣌୅ͩͱɺʮ࠾༻୲౰ʯͱ͍͏ Ӧۀతͳਓͱɺʮਓࣄʯͱ͍͏࿑຿؅ཧͳͲΛ୲౰ ͢Δਓʹ෼͔Ε͍ͯ·ͨ͠ɻ ࠓޙ͸ͦ͜ʹʮσʔλ෼ੳʯ΍͔ͦ͜Βಋ͘ʮઓུʯ ΛཱҊͰ͖Δ͔ͳͲ͕Ωʔͱͳ͖ͬͯ·͢ɻ ͱ͸͍͑ɺ࠷ऴతʹ͸ީิऀʹର໘Ͱձ͏ࡍͷਓؒ ྗ͕େࣄʹͳΔͷͰɺσʔλ͑͞࢖͍͜ͳͤΕ͹͍ ͍ͱ͍͏Θ͚Ͱ͸͋Γ·ͤΜɻσʔλʹڧ͍ϝϯόʔ ͕νʔϜʹਓ͍Δͱྑ͍͔΋͠Ε·ͤΜɻ σʔλ෼ੳ ઓུࢤ޲ σʔλ෼ੳ΍ઓུ΋ େࣄ͕ͩɺͦΕҎ্ ʹީิऀ΍ࣾһͳͲ ʮਓͱ޲͖߹͍ʯձ ࣾͷϏδϣϯ౳Λͬ͠ ͔Γͱ఻͑ΒΕΔί ϛϡχέʔγϣϯྗɻ ਓؒྗ σʔλΛ׆༻ͯ͠ɺ ໨ඪࢦඪΛୡ੒͢Δ ͨΊͷํ਑Λଧཱͪ ͯɺ৔߹ʹΑͬͯ͸ νʔϜΛ཰͍ͯ PDCAΛ·Θ͢ྗɻ ࠓͷ࣌୅͕ੲͱҧ͏ ͷ͸ɺϦΞϧλΠϜ Ͱ༷ʑͳσʔλ͕ͱ ΕΔͱ͍͏͜ͱɻ ͦΕΒΛ෼ੳͯ͠ɺ ҙຯΛಋ͖ग़͢ྗɻ 3ͭʹ෼͔Ε͍ͯ͘ΩϟϦΞ 71

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©2019 Wantedly, Inc. ϦΫϧʔτϝϯτϚʔέλʔͷΩϟϦΞύε ϑΣʔζʹΑͬͯม͑Δ ॳظ͸ઐ೚͸ෆཁ ϦΫϧʔτϝϯτϚʔέλʔͱ͍͏৬छ͸ؒҧ͍ͳ͘ ࠓޙ૿͍͑ͯ͘ͱ͸ࢥ͍·͕͢ɺΞʔϦʔεςʔδ ͷελʔτΞοϓͰ͸։ൃνʔϜΛڧԽͨ͠ํ͕ϕλʔ Ͱ͢ɻ ձࣾͷϓϩμΫτ͕يಓʹ৐ͬͯϞσϧ͕Ͱ͖ͨΒɺ ॳظ͸࠾༻୲౰͕ยखؒͰ࣮ࢪ͠ɺ࠾༻ڧԽϑΣʔ ζʹͳͬͨஈ֊Ͱઐ೚ͷϝϯόʔΛ࠾༻νʔϜʹ࣋ ͭͷ͕ྑ͍Ͱ͠ΐ͏ɻϚʔέλʔ͕࠾༻νʔϜʹҟ ಈ͢Δύεͱɺ࠾༻୲౰͕ϚʔέςΟϯά஌ࣝΛ਎ ʹ͚ͭΔύε͕ߟ͑ΒΕ·͢ɻ ΞʔϦʔ EARNED OWNED PAID ϨΠλʔ TwitterγΣΞ FacebookγΣΞ ޱίϛϨϏϡʔ PRهࣄ ϒϩάʢWantedly FeedͳͲʣ SNSνϟωϧ ಈըίϯςϯπ ࣗࣾαΠτ ϦεςΟϯά޿ࠂ ωΠςΟϒΞυ ࠾༻୲౰͕ยखؒͰ Ϛʔέλʔ͕݉೚ ઐ೚ 72

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©2019 Wantedly, Inc. ΤϯϓϩΠʔαΫηεͷΩϟϦΞύε ଞ৬छ͔ΒͷΩϟϦΞύε΋ ٻΊΒΕΔΫϦΤΠςΟϏςΟʔ ఻౷తͳਓࣄͱ͍͹ɺධՁγεςϜͷࡦఆ΍ӡ༻ɺೳ ྗ։ൃɺ഑ଐͷܾఆɺ࿑຿؅ཧɺධՁγεςϜͷӡ༻ ͳͲ͕ϝΠϯͰɺQHͷϋʔζόʔάͷʮೋཁҼཧ ࿦ʯʹج͍ͮͨ΋ͷ͕΄ͱΜͲͰͨ͠ɻ ͔͠͠ࠓޙ͸QHͰ΋ड़΂ͨΑ͏ʹʮҙٛʯͷൃ৴ ͕ॏཁʹͳ͖ͬͯ·͢ɻ ͦ͏͍͏ҙຯͰ͸ɺΫϦΤΠςΟϒͳʮΫϦΤΠςΟ ϒσΟϨΫλʔʯʮϚʔέλʔʯ΍ʮ޿ใʯ͕ΩϟϦ ΞνΣϯδͰ͖ΔྖҬͰ΋͋Γ·͢ɻ·ͨɺϑϨʔϜ ϫʔΫ͕͍ۙʮΧελϚʔαΫηεʯ΋૬ੑ͕Αͦ͞ ͏Ͱ͢ɻ Ϗδϣϯ΍ όϦϡʔͷਁಁ ੍౓ͷࡦఆͱ ӡ༻ ๯ݥ ݎ࣮ ཧ࿦ ײ֮ 74

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©2019 Wantedly, Inc. τϨϯυ1 ࣗಈԽ ϧʔςΟϯϫʔΫ͸ϩϘοτ͕ ੈͷதશൠͰɺ·ͨ೔ຊʹ͓͍ͯ͸গࢠߴྸԽͷ࿑ ಇऀݮগͱ͍͏ίϯςΫετʹ͓͍ͯɺಇ༷͘ʑͳ γʔϯʹ͓͍ͯͷࣗಈԽ͕ಋೖ͞Ε͍ͯ·͢ɻ "*Λ׆༻͢ΔΑΓ΋ܾ·ͬͨϧʔϧʹैͬͯ͋Δఔ ౓ෳࡶͳॲཧ΋͜ͳͯ͘͠ΕΔ31"ʢ3PCPUJD 1SPDFT"VUPNBUJPOʣ͔Βɺख़೥࿑ಇऀͷצʹґଘ ͖ͯͨ͠ϓϩηεͷࣗಈԽΛ"*͕ߦ͏ͱ͍ͬͨࢪࡦ ·ͰɺαʔϏεۀ͔Β੡଄ۀ·Ͱ෯޿ࣗ͘ಈԽ͕औ ΓೖΕΒΕΔதɺͦͷྲྀΕ͸࠾༻ྖҬʹ΋޿͕ͬͯ ͍·͢ɻ Interest = ڵຯ Consideration = ݕ౼ Application = ΤϯτϦ Selection = બߟ Hire = ࠾༻ Awareness = ೝ஌ Engage ಺ఆঝ୚͔ΒೖࣾɺΦϯϘʔσΟϯά·Ͱͷ Ұ࿈ͷϓϩηεͷҊ಺ࣗಈԽ աڈͷ௨ա཰Λֶशͯ͠ ϓϩϑΟʔϧ͔ΒҰ࣍બߟΛࣗಈԽ ໘઀ͷࣗಈԽ ࠷దͳλΠϛϯάͰϑΥϩϫʔ ʹରͯ͠ΤϯτϦΛޙԡ͢͠Δ Chat BotͰ ؆୯ͳ࣭໰΁ͷԠର ͦΕͧΕͷϑΣʔζͷࣗಈԽྫ 76

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©2019 Wantedly, Inc. τϨϯυ2 σʔλυϦϒϯ લఏ͸σʔλͷ׆༻ ϦΫϧʔτϝϯτϚʔέ੒ޭͰ͔ܽͤͳ͍ͷ͕σʔ λͷ஝ੵɾ෼ੳɾ͔ͦͯͦ͜͠Βಋ͖ग़͢1%$"Ͱ͢ɻ ͜Ε·Ͱ͸࠾༻୲౰΍ਓࣄͷצʹཔ͍ͬͯͨ΋ͷ͕ ఆྔԽ͞Εɺମܥతʹվળ͕Ͱ͖ΔΑ͏ʹͳΓ·͠ ͨɻ·ͨɺ࠾༻ɾਓࣄνʔϜͷҙࢥܾఆΛσʔλɾ υϦϒϯͰߦ͏Α͏ʹϚΠϯυΛมԽͤ͞Δ͜ͱ΋ େࣄͰ͢ɻӈͷਤ͸ҰྫͰ͕͢ɺͦΕͧΕͷϑΣʔζ ͰܧଓతʹࢦඪΛ͸͔Γɺ࢛൒ظ͝ͱ͙Β͍ͷϑΣʔ ζͰվળ͍͖ͯ͠·͠ΐ͏ɻ Interest = ڵຯ Consideration = ݕ౼ Application = ΤϯτϦ Selection = બߟ Hire = ࠾༻ Awareness = ೝ஌ Engage ࣾһఆண཰ ಺ఆঝ୚཰ બߟ௨ա཰ ຊΤϯτϦ཰ ܧଓ઀৮཰ ઀৮཰ ϑΥϩϫʔ਺ 77

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©2019 Wantedly, Inc. λϨϯτϓʔϧ ྲྀͬ͠ͺͳ͠Ͱ͸ͳ͘ɺཷΊ͍ͯ͘ ͜Ε·Ͱͷ࠾༻Ͱ͸ɺʮ࠾༻͕ඞཁʹͳͬͨλΠϛϯ άͰҰؾʹ฼ूஂΛܗ੒͠ɺϑΟϧλϦϯάΛͯ͠ɺ ಺ఆࣙୀ͕͋ͬͨΓ಺ఆʹࢸΒͳ͔ͬͨਓɺͦ΋ͦ΋ ड͚ͯ͘Εͳ͔ͬͨਓͳͲ͸ͦ͜Ͱ઀఺͕ࣦΘΕΔʯ ͷ͕ී௨Ͱͨ͠ɻ ͔͠͠ςΫϊϩδʔ͕ൃୡͨ݁͠ՌɺͦͷλΠϛϯά Ͱ͸ೖࣾʹࢸΒͳ͔ͬͨީิऀͱɺ"54ʢ"QQMJDBOU 5SBDLJOH4ZTUFNʣ΍4/4Λ׆༻͠ɺ؆୯ʹ઀఺Λ࣋ ͪଓ͚Δ͜ͱ͕ՄೳʹͳΓ·ͨ͠ɻ ࠓޙ͸ɺ͍͔ʹʮҰ౓઀఺Λ࣋ͬͨʯީิऀͱ຤Ӭ͘ ؔ܎Λங͚Δ͔ͰϥΠόϧاۀͱͷ࠾༻ʹ͕ࠩग़·͢ ɻ ΤϯτϦʔऀ਺ ໘ஊ਺ ಺ఆऀ ಺ఆঝ୚ऀ ࣾһ ྫɿస৬λΠϛϯά͕ ߹Θͳ͔ͬͨީิऀ ྫɿͦͷ࣌͸ ྗෆ଍ͩͬͨީิऀ ྫɿͦͷ࣌͸ ଞࣾʹߦͬͯ͠·ͬͨީิऀ Talent Pool τϨϯυ3 78

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©2019 Wantedly, Inc. Consideration = ݕ౼ Wantedly Admin ͸Lead Generation ͱNurturing ʹಛԽͨ͠αʔϏε Awareness = ೝ஌ Interest = ڵຯ Engage Soft Selection = બߟ BlogɺSNSɺಈըɺ ΠϕϯτɺPRɺ޿ࠂ ΦϯϘʔσΟϯά͔Β ఆணɺ׆༂·Ͱ Lead Generation Lead Nurturing Recruiting ৄࡉ৘ใͷఏڙɺ ݸผͷϑΥϩʔΞοϓʢձ͏ɺݸผΠϕϯτʣ બߟ͔Β಺ఆঝ୚·Ͱ Application = ΤϯτϦ Selection = ຊબߟ Hire = ࠾༻ Employee Success 80

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©2019 Wantedly, Inc. Consideration = ݕ౼ ೝ஌ܗ੒ʹ͸Feed΍ձࣾϖʔδ Interest = ڵຯ Soft Selection = બߟ BlogɺSNSɺಈըɺ ΠϕϯτɺPRɺ޿ࠂ Lead Generation Lead Nurturing ৄࡉ৘ใͷఏڙɺ ݸผͷϑΥϩʔΞοϓʢձ͏ɺݸผΠϕϯτʣ Feed͸ͷ΂໿6,500͕ࣾར༻ɺશମͰ͸150ສPV Awareness = ೝ஌ 81

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©2019 Wantedly, Inc. Consideration = ݕ౼ Soft Selection ʹ͸ืू΍ϛʔτΞοϓ Awareness = ೝ஌ Interest = ڵຯ BlogɺSNSɺಈըɺ ΠϕϯτɺPRɺ޿ࠂ Lead Generation Lead Nurturing ৄࡉ৘ใͷఏڙɺ ݸผͷϑΥϩʔΞοϓʢձ͏ɺݸผΠϕϯτʣ 3ສ͕ࣾར༻ɺશମͰ4ສืू Soft Selection = બߟ 82

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©2019 Wantedly, Inc. Consideration = ݕ౼ Nurturing ʹ͸λϨϯτϓʔϧεΧ΢τ Awareness = ೝ஌ Soft Selection = બߟ BlogɺSNSɺಈըɺ ΠϕϯτɺPRɺ޿ࠂ Lead Generation Lead Nurturing ৄࡉ৘ใͷఏڙɺ ݸผͷϑΥϩʔΞοϓʢձ͏ɺݸผΠϕϯτʣ Interest = ڵຯ 83

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©2019 Wantedly, Inc. Interest = ڵຯ ݁Ռతʹྑ͍Recruiting ͕Ͱ͖ɺࣾһͷEngagement ΋ߴ·Γ·͢ Engage BlogɺSNSɺಈըɺ ΠϕϯτɺPRɺ޿ࠂ ΦϯϘʔσΟϯά͔Β ఆணɺ׆༂·Ͱ Lead Generation Lead Nurturing Recruiting ৄࡉ৘ใͷఏڙɺ ݸผͷϑΥϩʔΞοϓʢձ͏ɺݸผΠϕϯτʣ બߟ͔Β಺ఆঝ୚·Ͱ Application = ΤϯτϦ Selection = ຊબߟ Hire = ࠾༻ Employee Success Awareness = ೝ஌ Consideration = ݕ౼ Soft Selection = બߟ 84

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