Part 1 Recruitment Owned media is an essential recruitment tool for job hunting in Reiwa!
Speaker: Mr. Harutada Bando, Senior Consultant, HR Research Institute, ProFuture Inc.
In today’s world where hiring is difficult, disseminating information via the internet is essential!
Today I would like to talk about recruitment owned media.
First of all, what is owned media? It refers to media owned by companies on the Internet. By disseminating a variety of content as a medium, we aim to acquire so-called repeat customers and fans of the company who continue to visit the site.
How can we effectively utilize this in recruitment? That is today’s main theme.
First of all, what is “hiring owned media (owned media recruiting)”? For example, Indeed, which operates a search engine specializing in job information, defines it as follows.
What is owned media recruiting?
Centering on the media operated by the company (recruitment sites, SNS, employees),
Send messages directly to high-value-added human resources through your own company,
Evoking empathy will lead to the acquisition of human resources.
This is active recruiting.
(Quoted from
“What is Owned Media Recruiting? – ABOUT OMR”
)
Specific examples of owned media include Mercari’s
Mercan
, which is famous for its flea market app, and
THE BAKE MAGAZINE,
a sweets startup bake company. If you access both, they are quite interesting and you can watch them for a long time.
So, why are we hiring owned media in this day and age?
One of the reasons for this is that job hunting, including internships, is protracted.
Many students plan to start job hunting from April to June of their third year of university. There were a lot of answers from people who said they started starting in July a little later.
However, some people say they start their studies in their 2nd year of university or, for those who are early, in their 1st year of university.
Naturally, such students use other means to gather information because the job search guide for the year they graduate has not yet been established.
In this case, recruitment owned media is effective.
Through recruitment owned media, companies can send messages such as “This job looks interesting!” and “I think you can work in a way that suits you!” even to university students who have not yet begun their full-fledged job search. Masu.
What kind of content should be disseminated through recruitment owned media?
So, what kind of content do companies that actually use recruitment owned media post?
What I feel when I look at various companies’ own media recruitment is that students’ thoughts do not necessarily match what adults think would be a good message.
For example, when we conducted a survey asking students, “What do you consider important when choosing a job?” regardless of whether they were studying liberal arts or science, nearly 60% of them answered “The job seems interesting.”
However, when we asked people at companies, many of them said, “You can play an active role from a young age.”
But the students don’t care about that.
In order to eliminate this gap, I believe it is important to send out the “correct message” based on the results of surveys and other analyses.
“Content marketing” is extremely important when operating a recruitment owned media.
Content marketing is a marketing method that involves distributing valuable content to users to encourage them to take actions that will benefit the company.
One of the things you should be aware of when implementing content marketing is “how to appear at the top of search results.”
Direct recruiting has become popular in recent years, and students sometimes approach companies directly without going through job search services.
At that time, if your media does not show up in searches, you will not be able to demonstrate your true potential as an adopted owned media.
Search engines are essential not only for us but also for students’ lives.
It is extremely important to acquire the knowledge to win or to team up with companies and organizations that have already accumulated know-how and knowledge.
In addition to being ranked high, it is also important that students view and circulate the displayed content. Therefore, it is necessary to collect and analyze data, understand the areas that students are interested in, and create content that conveys what they want to know.
Recruitment owned media is not just about recruitment! ? Effective for improving the image of the entire company!
Next, I will talk about recruitment owned media and recruitment branding.
First of all, “branding” involves instilling in consumers an image such as “Lexus is synonymous with luxury cars.”
Similarly, when it comes to recruitment branding, it is important to create an image that says “If you say 〇〇, then 〇〇”.
What is important here is “who” and “what” to convey.
“To whom” is the student.
The “what” is not the product, but the image of the company.
So, how can we convey the image of our company to students?
If you look at actual adopted owned media such as the aforementioned “
Mercan
” and “
THE BAKE MAGAZINE
,” at first glance they do not seem like “adopted owned media.”
While pretending that “recruitment has nothing to do with it,” both of them are making efforts to distribute interesting content to help people understand the appeal of the company, and to have it viewed by a variety of people, including students.
Recruitment owned media may be called recruitment branding, but in reality it must not be shown to be “only for recruitment”.
It is important to approach this with an awareness of “corporate branding” and “corporate owned media.”
The reason is that as recruitment owned media continues, it not only has an effect on recruitment, but also has many other positive effects.
For example, improving employee satisfaction. Recruitment/corporate owned media sends out positive messages about your company, making it easier for workers to be motivated. We can also expect a reduction in the turnover rate.
In addition, by improving the company’s image in the eyes of customers and the market, it can reduce promotional costs and contribute to sales.
We hope that you will take on the challenge of hiring owned media, taking into account these added values.
Part 2: Solve all your questions about building and operating adopted owned media!
Speaker: Nobuyuki Moritsuka, Senior Manager, Sales Group, Marketing Solutions Department, ProFuture Inc.
From here on, we will answer questions regarding adopted owned media with explanations.
Q1) When is the best time to start recruiting own media?
In recent years, the idea of
year-round recruitment
has become widespread, so I think it doesn’t matter when you apply.
Generally speaking, it takes about three months to produce adopted owned media.
If we decide to “build it” in November, I wonder if we’ll be able to finish it in time for March 1st.
Once you have decided to create recruitment owned media, HR Pro will ask you questions such as “What kind of recruitment owned media do you want to create?” “What kind of content do you want to publish?” “How should it be operated?” Do you want to do it?”
After that, we will help you prepare for the opening.
Q2) What should I write in my recruitment own media?
Even if you create your own recruitment media, some people may not know what kind of information to send out.
What I think is that you should write an article about what you usually do with your students.
Even during job interviews, I think I try to dig deeper into one thing by asking the students, “Why did you do that? What were the challenges? What were the results?”
It’s the same.
HR professionals often recommend things like employee feedback and internal event reports.
When we actually communicate our efforts outside the company, employees sometimes say things like, “This is what HR people do.”
You can also use a third-party organization like HR Pro to survey your employees and provide feedback on the results.
I hope that you will not hesitate to share information about your company’s initiatives such as work style reform.
Q3) Please tell me how to write articles that are easy to understand for students.
For example, students these days often watch employee interactions during internships and selections.
When asked in a survey, “Why did you decide to join your current company?”, the most common answer was “Job content/business content,” and the second answer was “Company profits/welfare.”
However, I personally feel that many job hunters place importance on the employees and the atmosphere of the company, and many students say that this is actually their key point.
I often see companies writing articles about their 1on1 meetings to convey the company’s atmosphere.
However, when you read the articles, you will often find that they lack a description of why they are doing it.
Students want to know more about it, including why they are doing it.
Therefore, in this case, it would be a good idea to give a detailed explanation, such as “to maximize the team’s strength.”
I think some human resources managers feel that there is not enough space to write on the recruitment website.
In that case, we recommend disseminating information through columns and other means through your own media.
Q4) I feel worried that I will soon run out of things to write about…
In this case, one way is to become a member of HR Pro and collect information.
HR Pro gathers the latest information on human resources services.
For example, even if your company has decided to reform the way you work, you may not know where to start.
In such cases, you may be able to get some hints by checking out examples of various companies’ efforts and the latest services through HR professionals.
Once you actually start implementing initiatives and services, you can also upload them as articles to your own media.
HR Pro also surveys nearly 2,000 students every year and distributes the data.
I think it would be a good idea to have them write an article about what they felt and realized from that experience.
Q5) People within the company are not cooperative.
I think many human resources managers find it difficult to coordinate with employees when using recruitment media and disseminating information.
I myself was the HR manager at a small to medium-sized company until the end of June 2018, and I was involved in new graduate and mid-career recruitment, including creating a recruitment website, so I understand how you feel.
From my own experience, there were times when employees couldn’t make arrangements in time, so they couldn’t decide on a photo shoot date, and even when they planned to “improve their image with the president’s blog,” the president sitting next to them had a hard time posting an article. I can’t create new content because they don’t write for me.
It takes time, man-hours, and costs. Such a situation was occurring.
Personally, when I was in the human resources department, I feel like I spent about 70% adjusting.
In such cases, it is said that if a company hires one person, they will earn 300 million yen over their lifetime.
From there, I managed to convince the employees, saying, “We’ll generate sales of 300 million yen. We’re hiring 300 million yen.”
Q6) What kind of company should I ask to produce recruitment owned media?
This is also from my own experience, but when I was creating the recruitment site at the time, I outsourced it to an outside company.
However, the outsourced recruitment consulting company outsourced to another system company.
As a result, it was not uncommon for three or four companies to create one website.
Perhaps because of this, the words and nuances I instructed were not fully understood, and I was often unable to produce content that I was satisfied with.
Although I want to improve, the deadline is approaching, so unfortunately I have no choice but to give up and say, “Enough is enough.”
As a result, I think it’s the same for all companies, but I ended up with a website that was irreplaceable, and I often regretted it.
Why did this situation occur?
One of the reasons is that the personnel department is in charge of someone who doesn’t know much about it.
And, as mentioned earlier, there is a chain of outsourcing.
That’s why I feel it’s best to leave recruiting owned media to professionals who understand everything, including human resources, content marketing, and owned media.
Profile of Mr. Harutada Bando
After joining a major general trading company, he participated in the launch of a major foreign-affiliated Japanese corporation. Later, he established a Japanese subsidiary of a foreign company and held key positions at a number of foreign IT/software vendors.
After working as president of the Japanese subsidiary of Cornerstone On Demand, a major US talent management solution company, and director of the human resources consulting division of KPMG Consulting, where he provided numerous HR transformation support, he served as Nikkei FT Learning Japan Representative since September 2019. Current position.