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300w,\n//images.ctfassets.net/yohcqg3zmxe0/23NJWwa2dAe6pflnQDIylT/36cb7f121ed317cd3e813a5e9ec0fdbc/eustylelab_cover.png?w=600&h=315&q=100&fit=fill 600w,\n//images.ctfassets.net/yohcqg3zmxe0/23NJWwa2dAe6pflnQDIylT/36cb7f121ed317cd3e813a5e9ec0fdbc/eustylelab_cover.png?w=1200&h=630&q=100&fit=fill 1200w","sizes":"(max-width: 1200px) 100vw, 1200px"}},"title":"“とにかく本気で楽しむ”――福祉の現場へ熱量発信、オリジナリティ溢れるリファラル施策","tag":[{"name":"医療・福祉業","slug":"medical_welfare"},{"name":"医療・介護職","slug":"care_worker"},{"name":"社内浸透・紹介の活性化","slug":"referral_activation"},{"name":"インタビュー","slug":"interview"}],"createdAt":"2025-03-25T00:00:02.693Z","publishedAt":"2025-03-25","company":{"name":"ユースタイルラボラトリー株式会社","id":"dc978e1d-2bc3-5556-afd0-735dd10340a9"},"body":{"id":"d8401ff7-9625-5b49-96c3-75a31e325933","childMarkdownRemark":{"htmlAst":{"type":"root","children":[{"type":"element","tagName":"p","properties":{},"children":[{"type":"text","value":"このインタビューは、\"社員にとって紹介したい会社作り\" \"本質的な採用における取り組み\"を積極的に行う企業様を表彰対象とした『Referral Recruiting Award 2024』の受賞企業様へ、その取り組みをお聞きするシリーズです。"}]},{"type":"text","value":"\n"},{"type":"element","tagName":"p","properties":{},"children":[{"type":"text","value":"今回エンタープライズ部門で受賞した"},{"type":"element","tagName":"a","properties":{"href":"https://eustylelab.co.jp/"},"children":[{"type":"text","value":"ユースタイルラボラトリー株式会社"}]},{"type":"text","value":"は、重度訪問介護を中心に介護・福祉サービスを全国で展開しています。“楽しく参加できる”をコンセプトにした年間リーグ制度の導入や、ポイント制度とオリジナル景品の開発など、現場を盛り上げる独自の仕組みづくりが高く評価されました。"}]},{"type":"text","value":"\n"},{"type":"element","tagName":"ul","properties":{},"children":[{"type":"text","value":"\n"},{"type":"element","tagName":"li","properties":{},"children":[{"type":"text","value":"リファラル採用を始めたきっかけとプロジェクト化までの道のり"}]},{"type":"text","value":"\n"},{"type":"element","tagName":"li","properties":{},"children":[{"type":"text","value":"独自のキャンペーン展開"}]},{"type":"text","value":"\n"},{"type":"element","tagName":"li","properties":{},"children":[{"type":"text","value":"重度訪問介護業界特有の課題と浸透施策の工夫"}]},{"type":"text","value":"\n"},{"type":"element","tagName":"li","properties":{},"children":[{"type":"text","value":"エンゲージメント向上を目指した今後の展望"}]},{"type":"text","value":"\n"}]},{"type":"text","value":"\n"},{"type":"element","tagName":"p","properties":{},"children":[{"type":"text","value":"などを中心に、具体的な取り組みについてお話をお伺いしました。"}]},{"type":"text","value":"\n"},{"type":"element","tagName":"p","properties":{},"children":[{"type":"element","tagName":"img","properties":{"src":"//images.ctfassets.net/yohcqg3zmxe0/6V6Qd0MtStOdw56QXisSyl/2fea7e04655e953fbad1ba74f455b51a/eustylelab_2.png","alt":"eustylelab 2"},"children":[]},{"type":"text","value":"\nユースタイルラボラトリーのみなさん。"}]},{"type":"text","value":"\n"},{"type":"element","tagName":"h3","properties":{},"children":[{"type":"text","value":"インタビュイー"}]},{"type":"text","value":"\n"},{"type":"element","tagName":"p","properties":{},"children":[{"type":"element","tagName":"strong","properties":{},"children":[{"type":"text","value":"中川 光一郎 氏："}]},{"type":"text","value":" 人事統括本部責任者。採用部門と人材開発部門を統括。"}]},{"type":"text","value":"\n"},{"type":"element","tagName":"p","properties":{},"children":[{"type":"element","tagName":"strong","properties":{},"children":[{"type":"text","value":"守屋 聡子 氏："}]},{"type":"text","value":" 採用企画部責任者。採用における母集団形成を主に担当。"}]},{"type":"text","value":"\n"},{"type":"element","tagName":"p","properties":{},"children":[{"type":"element","tagName":"strong","properties":{},"children":[{"type":"text","value":"松野 聡志 氏："}]},{"type":"text","value":" 北東北・北海道ブロックエリアマネージャー。現場の立場からリファラルプロジェクトに参加。"}]},{"type":"text","value":"\n"},{"type":"element","tagName":"p","properties":{},"children":[{"type":"element","tagName":"strong","properties":{},"children":[{"type":"text","value":"岡水 恵弥 氏："}]},{"type":"text","value":" 広報デザイン部所属。コーポレート広報とインナーブランディングを担当。"}]},{"type":"text","value":"\n"},{"type":"element","tagName":"h2","properties":{},"children":[{"type":"text","value":"“ヒトの会社”だからこそ重視する横断的チーム体制"}]},{"type":"text","value":"\n"},{"type":"element","tagName":"h4","properties":{},"children":[{"type":"text","value":"―― まずは、それぞれの立場からどのようにリファラル採用に関わっているのか、チーム体制について教えてください。"}]},{"type":"text","value":"\n"},{"type":"element","tagName":"p","properties":{},"children":[{"type":"element","tagName":"strong","properties":{},"children":[{"type":"text","value":"中川："}]},{"type":"text","value":" 私は人事統括本部で、採用部門と人材開発部門をまとめるチームの責任者をしています。\n採用業務は大きく2つに分けていて、母集団形成と採用業務フローを分業することで、大量採用でも漏れがないようにしています。"},{"type":"element","tagName":"strong","properties":{},"children":[{"type":"text","value":"会社の理念として“量的貢献”、つまりより多くの人材を獲得して、より多くのご利用者様にサービスを提供することを掲げているので、採用は非常に重要"}]},{"type":"text","value":"なんです。そのため、採用の入口である母集団形成、その中でのリファラル採用においても、組織体制づくりと効果的な展開方法を確立するよう努めています。"}]},{"type":"text","value":"\n"},{"type":"element","tagName":"p","properties":{},"children":[{"type":"element","tagName":"strong","properties":{},"children":[{"type":"text","value":"守屋："}]},{"type":"text","value":" 私は採用企画部の責任者をしており、主に採用の母集団形成を担当しています。リファラル採用はKPIとして設定し、重点的に取り組んでいます。実際はリファラルについては事業部門が中心となって推進する形で、採用企画部は裏方的な立場です。"}]},{"type":"text","value":"\n"},{"type":"element","tagName":"p","properties":{},"children":[{"type":"text","value":"私たちの部門では、自社に入って欲しいという思いだけではなく、未経験の方にとっての業界の入口になれればと考えています。"},{"type":"element","tagName":"strong","properties":{},"children":[{"type":"text","value":"介護福祉医療業界の潜在層を社会に増やすところから始め、それを顕在化して当社に入社してもらう。そこから育成して業界で活躍してくれる方を育てるという流れ"}]},{"type":"text","value":"を作っています。"}]},{"type":"text","value":"\n"},{"type":"element","tagName":"p","properties":{},"children":[{"type":"element","tagName":"strong","properties":{},"children":[{"type":"text","value":"松野："}]},{"type":"text","value":" 私はブロックのエリアマネージャーとして、主に宮城、岩手など北東北、北海道を運営管理しています。"},{"type":"element","tagName":"strong","properties":{},"children":[{"type":"text","value":"リファラルプロジェクトには介護事業部の現場代表として参加し、決まった企画や結果を現場に落とし込む役割"}]},{"type":"text","value":"を担っています。また、実際に自分のエリアでも、リファラルの活性化と定着に取り組んでいます。"}]},{"type":"text","value":"\n"},{"type":"element","tagName":"p","properties":{},"children":[{"type":"element","tagName":"strong","properties":{},"children":[{"type":"text","value":"岡水："}]},{"type":"text","value":" 私は広報デザイン部に所属し、コーポレートの広報と社内広報の企画実行を担当しています。制作部隊も一緒にチームを組んでいます。"}]},{"type":"text","value":"\n"},{"type":"element","tagName":"p","properties":{},"children":[{"type":"text","value":"中川さんがおっしゃったように“ヒトの会社”という特徴があるので、何を伝えて届けるかは、外に対しても中に対しても広報だけでは決められません。現場の松野さんや採用企画の守屋さんと一緒に進めていくことが多いですね。特にリファラルは、社員が楽しく参加してくれるものでないと“やらされ感”が出てしまいます。盛り上がってなんぼの部分もあるので、"},{"type":"element","tagName":"strong","properties":{},"children":[{"type":"text","value":"「どうやったら楽しくなるか」「現場の方が参加しやすいか」といった“接点のデザイン”を、みなさんの意見を取り入れながら作るのが特徴的で面白い"}]},{"type":"text","value":"ですね。"}]},{"type":"text","value":"\n"},{"type":"element","tagName":"h4","properties":{},"children":[{"type":"text","value":"―― 様々な部署が連携して取り組まれているんですね。"}]},{"type":"text","value":"\n"},{"type":"element","tagName":"h2","properties":{},"children":[{"type":"text","value":"本格プロジェクト化への歩み"}]},{"type":"text","value":"\n"},{"type":"element","tagName":"h4","properties":{},"children":[{"type":"text","value":"―― リファラル採用の取り組み自体はいつ頃からスタートされたのでしょうか？福祉業界は採用が大きな課題だと思いますが、その背景も含めてお聞かせください。"}]},{"type":"text","value":"\n"},{"type":"element","tagName":"p","properties":{},"children":[{"type":"element","tagName":"strong","properties":{},"children":[{"type":"text","value":"守屋："}]},{"type":"text","value":" これは結構早くからやっていて、2017年頃には自社で軽くシステムを作って始めていたんです。リフカムさんとのお付き合いは2019年頃からですね。これをプロジェクトとして始めたのは2020年の終わり頃で、本格的に始動したのが2021年あたりからになります。コロナ禍でサービス業に対する見方が難しくなる一方、求人自体も減っている中で、追い風とも向かい風とも言えないような状況でした。そこで、リファラル文化をじっくり醸成するチャンスだと捉えて、プロジェクト化したんです。"}]},{"type":"text","value":"\n"},{"type":"element","tagName":"p","properties":{},"children":[{"type":"text","value":"当初は、当社最大の事業部門となる重度訪問介護のマネージャー職のうち10名程度が参加し、半期ごとにメンバーを入れ替えながらプロジェクトを続けていました。一定の成果が出てきた一方で、"},{"type":"element","tagName":"strong","properties":{},"children":[{"type":"text","value":"長くやっていると施策もマンネリ化して成果も落ち着いてくるので、昨年秋に心機一転、体制を改変"}]},{"type":"text","value":"しました。今日ここにいるメンバーで組み直して、新しい施策を発信しながら目標を立て直しているところです。"}]},{"type":"text","value":"\n"},{"type":"element","tagName":"h4","properties":{},"children":[{"type":"text","value":"―― プロジェクトメンバーは主に重度訪問介護の方々なのでしょうか？他のサービスはどうですか？"}]},{"type":"text","value":"\n"},{"type":"element","tagName":"p","properties":{},"children":[{"type":"element","tagName":"strong","properties":{},"children":[{"type":"text","value":"守屋："}]},{"type":"text","value":" プロジェクト参加メンバーとしては現在は重度訪問介護だけで、松野さんが代表して参加しています。ただ、グループホームやデイサービスなど他の事業が何もやっていないわけではなく、必要性やフェーズに応じた取り組みをしています。プロジェクトという会議体を持っているのは重度訪問だけという形ですね。"}]},{"type":"text","value":"\n"},{"type":"element","tagName":"h4","properties":{},"children":[{"type":"text","value":"―― リファラル採用を始めた当時の課題はどのようなものでしたか？"}]},{"type":"text","value":"\n"},{"type":"element","tagName":"p","properties":{},"children":[{"type":"element","tagName":"strong","properties":{},"children":[{"type":"text","value":"松野："}]},{"type":"text","value":" 現場側から見た課題として、リファラルに特化したイベントはあったものの短期的で、「いつの間にか始まって、いつの間にか終わっている」という印象でした。事業所によって温度感にもかなりばらつきがあり、会社全体としてリファラルへの意気込みを上げていく必要を感じていました。"}]},{"type":"text","value":"\n"},{"type":"element","tagName":"h4","properties":{},"children":[{"type":"text","value":"―― 現在の成果状況について教えてください。正社員と非常勤それぞれの目標と実績はどうなっていますか？"}]},{"type":"text","value":"\n"},{"type":"element","tagName":"p","properties":{},"children":[{"type":"element","tagName":"strong","properties":{},"children":[{"type":"text","value":"守屋："}]},{"type":"text","value":" 月によってばらつきがあるんですけど、例えば非常勤の場合、高い月は15%くらい占めていて、低い月でも5〜8%くらいの割合になっています。正社員の方はそこまで割合が高くないですね。正社員のリファラル比率向上については、今のところ積極的に課題だという認識はそこまでないんです。もちろん当社で活躍している方は同じように活躍できる方を呼んでくれると思いますので、今後推進していくのもいいかなとは思いますが、今のところ正社員に特化した施策は特にありません。"}]},{"type":"text","value":"\n"},{"type":"element","tagName":"h4","properties":{},"children":[{"type":"text","value":"―― 非常勤で15%というのは高い数字ですね。それだけ魅力的な施策がある証拠だと思います。"}]},{"type":"text","value":"\n"},{"type":"element","tagName":"p","properties":{},"children":[{"type":"element","tagName":"img","properties":{"src":"//images.ctfassets.net/yohcqg3zmxe0/4FyOZUjlRsSKESRWMKjQuC/d89b86ab61b2ded2495038b5b995da02/eustylelab_4.png","alt":"eustylelab 4"},"children":[]}]},{"type":"text","value":"\n"},{"type":"element","tagName":"h2","properties":{},"children":[{"type":"text","value":"“ふざける”がキーワード――オリジナリティ溢れる規格の数々"}]},{"type":"text","value":"\n"},{"type":"element","tagName":"h4","properties":{},"children":[{"type":"text","value":"―― 御社の企画イベントはオリジナリティがあって盛り上がりを見せていますね。特にポイント制度は他社も興味を持ちそうな取り組みだと思います。いつ頃から始まったものですか？"}]},{"type":"text","value":"\n"},{"type":"element","tagName":"p","properties":{},"children":[{"type":"element","tagName":"strong","properties":{},"children":[{"type":"text","value":"守屋："}]},{"type":"text","value":" ポイント制度は2022年から始まりました。最初は景品として特にこれといったものはなく、エプロンなどを用意したこともありました。ただ、正直デザイン的なセンスも良くなくて（笑）、あまりいい商品ができなかったんです。でも、目的としては「こんなのもらったよ、いいでしょ♪」みたいな感じで事業所内で自慢してもらったり、利用者さんに「いいね」と言ってもらって、その利用者さんの周りの方にも会社の良さを知ってもらうという効果を期待していました。その延長として、社長がよく「パーカーを作ろうぜ！」「Tシャツを作ろうぜ！」と言っていたのもあり、パーカーも作ることになりました。"}]},{"type":"text","value":"\n"},{"type":"element","tagName":"p","properties":{},"children":[{"type":"element","tagName":"strong","properties":{},"children":[{"type":"text","value":"松野："}]},{"type":"text","value":" パーカー導入時は事業所全体で結構盛り上がりましたね。正社員も非常勤の方も「これを着て支援に行きたい」と言っていたり、事業所で事務作業中にパーカーを着ているスタッフもいます。"},{"type":"element","tagName":"strong","properties":{},"children":[{"type":"text","value":"実用的なもの、仕事に使えるものは反響があった"}]},{"type":"text","value":"と感じています。"}]},{"type":"text","value":"\n"},{"type":"element","tagName":"h4","properties":{},"children":[{"type":"text","value":"―― ポイントの管理はどのようにされているのですか？"}]},{"type":"text","value":"\n"},{"type":"element","tagName":"p","properties":{},"children":[{"type":"element","tagName":"strong","properties":{},"children":[{"type":"text","value":"守屋："}]},{"type":"text","value":" 採用企画部で管理しています。毎月メールを送って、現在のポイントがいくらかを各自で確認できるようにしています。"}]},{"type":"text","value":"\n"},{"type":"element","tagName":"h4","properties":{},"children":[{"type":"text","value":"―― 事業所対抗のキャンペーンも特徴的だと思います。キャンペーンの内容と成果について教えてください。"}]},{"type":"text","value":"\n"},{"type":"element","tagName":"p","properties":{},"children":[{"type":"element","tagName":"strong","properties":{},"children":[{"type":"text","value":"守屋："}]},{"type":"text","value":" 過去には年1〜2回、3ヶ月の限定期間で各事業所対抗のキャンペーンをやっていました。3ヶ月間の合計紹介数や入社数などで競い合い、完全に事業所側に運営を任せつつ、「どこの事業所ではこんな事例がありました」といった共有をしていました。初期の頃は効果が顕著で、キャンペーンをやっている時とやっていない時で1.5〜2倍くらいの差がありました。コロナ禍前までは、個別に盛り上がっている事業所では独自に、非常勤の方も含めてインフルエンサー的な方々を呼んでピザ会をしたりしていました。ただ、それを全国に広げることができないままコロナ禍に突入して難しくなりました。それでも「やれることはある」ということで、チーム対抗の形で各自工夫してもらうことにしたんです。"}]},{"type":"text","value":"\n"},{"type":"element","tagName":"p","properties":{},"children":[{"type":"text","value":"プロジェクト側でも"},{"type":"element","tagName":"strong","properties":{},"children":[{"type":"text","value":"月1回の研修時に短い動画を見てもらったり、入社時にRefcome（リファラル専用アプリ）を案内したり"}]},{"type":"text","value":"、様々な取り組みをしてきました。また、自分の部署だけでなく会社全体を紹介できるよう、各事業が何をしているのかを動画にして発信することで、友達に「この会社こんな感じだよ」と紹介しやすくする工夫もしました。"}]},{"type":"text","value":"\n"},{"type":"element","tagName":"h4","properties":{},"children":[{"type":"text","value":"―― 今年からは目玉企画として通年のリーグ制度を始められたそうですね。このアイデアはどこから生まれたのですか？"}]},{"type":"text","value":"\n"},{"type":"element","tagName":"p","properties":{},"children":[{"type":"element","tagName":"strong","properties":{},"children":[{"type":"text","value":"中川："}]},{"type":"text","value":" リファラル採用ではKPI設定ばかりしても盛り上がらないんです。そこで、"},{"type":"element","tagName":"strong","properties":{},"children":[{"type":"text","value":"私から出したオーダーは「どうかふざけてくれ」の一言でした。「よりふざけて、より楽しくしてください」と"}]},{"type":"text","value":"。"}]},{"type":"text","value":"\n"},{"type":"element","tagName":"p","properties":{},"children":[{"type":"text","value":"チームで「チャンピオンシップをやるのはどうか」「いや、リーグ戦がいい」「いや、トーナメント戦だ」などと様々なアイデアを出し合いながら、その流れでものすごくふざけた景品アイデアが出てきたりしました。とにかくふざけて、みんなが楽しく取り組める形の建付けを作ってくださいというオーダーから様々なアイデアが生まれたんです。"}]},{"type":"text","value":"\n"},{"type":"element","tagName":"h2","properties":{},"children":[{"type":"text","value":"現場との接点を活かした広報戦略で全社的な浸透を実現"}]},{"type":"text","value":"\n"},{"type":"element","tagName":"h4","properties":{},"children":[{"type":"text","value":"―― 御社のような在宅系サービスで多拠点展開されている場合、情報伝達や現場を巻き込むのは難しいと思います。特に訪問系の場合、働いている方々が集まる機会も少ないでしょうし。どのように情報を展開し、現場を巻き込んでいるのですか？"}]},{"type":"text","value":"\n"},{"type":"element","tagName":"p","properties":{},"children":[{"type":"element","tagName":"strong","properties":{},"children":[{"type":"text","value":"松野："}]},{"type":"text","value":" 定期的なミーティングと社内連絡ツールで、マネージャー以上のメンバーにリマインドしています。"},{"type":"element","tagName":"strong","properties":{},"children":[{"type":"text","value":"ただリファラル結果を伝えるのではなく、文面を工夫したり、結果を出した方のモチベーションを上げ、それを見た周りの人たちのテンションも上がるような運営を"}]},{"type":"text","value":"心がけています。"}]},{"type":"text","value":"\n"},{"type":"element","tagName":"p","properties":{},"children":[{"type":"element","tagName":"strong","properties":{},"children":[{"type":"text","value":"岡水："}]},{"type":"text","value":" 広報として最初に取り組んだのは、"},{"type":"element","tagName":"strong","properties":{},"children":[{"type":"text","value":"「誰がどのタイミングで何の情報を受け取れるのか」という接点の整理"}]},{"type":"text","value":"です。松野さんがおっしゃったような週1のミーティングや、全社員が同時に受け取るポイントメールなどの情報など、「まったく知らない、またはなんとなく知っているけどちゃんと把握していない」状態だったので、このプロジェクトをきっかけに整理していきました。"}]},{"type":"text","value":"\n"},{"type":"element","tagName":"p","properties":{},"children":[{"type":"text","value":"中川さんの“ふざけてくれ”というオーダーのもと、硬くなりがちな情報を“リファラルの謎キャラ”を作って視覚的な要素を取り入れながら伝えたり、アニメ調の動画を作って展開したりしました。とにかく、"},{"type":"element","tagName":"strong","properties":{},"children":[{"type":"text","value":"みんなが「なんか始まったぞ、ワクワクするぞ」と楽しさを感じられるよう意識"}]},{"type":"text","value":"しました。"}]},{"type":"text","value":"\n"},{"type":"element","tagName":"p","properties":{},"children":[{"type":"text","value":"いざ施策が始まったときには、"},{"type":"element","tagName":"strong","properties":{},"children":[{"type":"text","value":"各事業所にめちゃくちゃ大きいまっ黄色のポスターが届くように"}]},{"type":"text","value":"しました。"},{"type":"element","tagName":"strong","properties":{},"children":[{"type":"text","value":"自分のリーグや目標人数を書き込むスペースを載せたポスター"}]},{"type":"text","value":"です。松野さんが「ポスターが届いたらちゃんと貼るんだよ！」と現場の皆さんに周知してくれたので、各事業所でポスターを貼った写真を撮って送ってもらえました。"}]},{"type":"text","value":"\n"},{"type":"element","tagName":"p","properties":{},"children":[{"type":"text","value":"今はRefcomeで特設ページも作って、月間MVPの発表や事業所のポスター掲示の様子も紹介できるようにしています。"}]},{"type":"text","value":"\n"},{"type":"element","tagName":"h4","properties":{},"children":[{"type":"text","value":"―― ポスターの画像を集めて共有するのはとても良いアイデアですね。みんなの参加意識も高まりそうです。"}]},{"type":"text","value":"\n"},{"type":"element","tagName":"p","properties":{},"children":[{"type":"element","tagName":"img","properties":{"src":"//images.ctfassets.net/yohcqg3zmxe0/1ht0A2FBeF7FKK2nvSV068/74748e25eceb39c3f05422fb16c9a055/eustylelab_3_2.png","alt":"eustylelab 3 2"},"children":[]},{"type":"text","value":"\n目玉企画のチーム対抗リーグのポスター。"}]},{"type":"text","value":"\n"},{"type":"element","tagName":"h2","properties":{},"children":[{"type":"text","value":"福祉業界ならではの難しさと解決の工夫"}]},{"type":"text","value":"\n"},{"type":"element","tagName":"h4","properties":{},"children":[{"type":"text","value":"―― 福祉業界でリファラル採用を進める上での難しさや工夫について教えてください。訪問介護と施設系ではアプローチも違うのでは？"}]},{"type":"text","value":"\n"},{"type":"element","tagName":"p","properties":{},"children":[{"type":"element","tagName":"strong","properties":{},"children":[{"type":"text","value":"松野："}]},{"type":"text","value":" 訪問介護の方で言うと、当社は未経験・無資格の方の採用にも積極的なんですが、そういった方が友人・知人を紹介するまでには一定の時間がかかります。ある程度自分で仕事を経験して自信が持てるようになってから、初めて友達に紹介できる状態になりますから。その点が、リファラル紹介を加速度的に進められない要因になりそうだと感じています。"}]},{"type":"text","value":"\n"},{"type":"element","tagName":"p","properties":{},"children":[{"type":"text","value":"一方、経験者の方々は同じ業界内のつながりも深いので、そこへどうアプローチするかも事業所ごとの課題です。また、施設経験者が訪問に来ることも多いので、訪問ならではの魅力を感じてもらえるようなフォローも事業所単位で取り組む必要があります。"}]},{"type":"text","value":"\n"},{"type":"element","tagName":"p","properties":{},"children":[{"type":"element","tagName":"strong","properties":{},"children":[{"type":"text","value":"守屋："}]},{"type":"text","value":" 松野さんが言うとおり、訪問系は難しさがありますね。未経験で会社との接点が薄い分、各自が「この会社はどんな会社？」「この仕事はどんな仕事？」と自分なりに考えていると思うんです。だからこそ、メールや動画、LINE WORKSなどでの直接的なアプローチが思ったより効果があると感じています。広報の効果は数字には表れにくいですが、認知度の高さやキャンペーンへのレスポンスに現れていると思います。"}]},{"type":"text","value":"\n"},{"type":"element","tagName":"p","properties":{},"children":[{"type":"text","value":"施設系では、日々同じ人と働くので、現場で「紹介ウェルカム！」という雰囲気をいかに作るか、敷居を低くするかが直接結果につながります。そこを今後もっと効果が出るようにしていきたいですね。"}]},{"type":"text","value":"\n"},{"type":"element","tagName":"h2","properties":{},"children":[{"type":"text","value":"熱量の高い人を増やし、企業カルチャーの土台を築く"}]},{"type":"text","value":"\n"},{"type":"element","tagName":"h4","properties":{},"children":[{"type":"text","value":"―― 最後に、今後目指していきたい姿や目標について教えてください。リファラル採用を通して会社や現場でどんな変化を期待していますか？"}]},{"type":"text","value":"\n"},{"type":"element","tagName":"p","properties":{},"children":[{"type":"element","tagName":"strong","properties":{},"children":[{"type":"text","value":"中川："}]},{"type":"text","value":" リファラルの取り組みは、会社のエンゲージメント、つまり精神的な働きやすさ・働きがいに繋がっているんです。よく混同されますが、エンゲージメントとES（従業員満足度）は別物です。ESが物質的な働きやすさ・働きがいなのに対して、"},{"type":"element","tagName":"strong","properties":{},"children":[{"type":"text","value":"エンゲージメントは「この会社で働きたい」という情熱の部分"}]},{"type":"text","value":"です。"}]},{"type":"text","value":"\n"},{"type":"element","tagName":"p","properties":{},"children":[{"type":"text","value":"自分が働いている会社に友人を紹介する行為こそ、まさにエンゲージメントの表れです。"},{"type":"element","tagName":"strong","properties":{},"children":[{"type":"text","value":"「この会社いいよ、一緒に働こうよ」と熱意を持って言える人がどれだけいるか。そういった熱量の高い人たちが会社にどれだけいるか"}]},{"type":"text","value":"がカギになります。リファラルはそのエンゲージメントを可視化し、高め、最終的には企業カルチャーの土台になっていくものなんです。"}]},{"type":"text","value":"\n"},{"type":"element","tagName":"p","properties":{},"children":[{"type":"text","value":"私たちのプロジェクトのメンバーには、それぞれ素晴らしさがあります。岡水は広報として単なる情報発信ではなく“熱量発信”、つまり、熱量の高い人たちがこんなにいますよという発信をしています。守屋は細かい数字管理やポイント制の仕組みをガリガリ回していますし、松野は自分のエリアだけでなく他のエリアも含めて周知徹底させる能力があります。その真ん中にRefcomeというシステムもあります。"}]},{"type":"text","value":"\n"},{"type":"element","tagName":"p","properties":{},"children":[{"type":"text","value":"エンゲージメントやカルチャーの育成は一朝一夕にはできませんが、このチームでのサイクルを続けていくことでエンゲージメントスコアは少しずつ上がっていき、"},{"type":"element","tagName":"strong","properties":{},"children":[{"type":"text","value":"リファラルが会社の仕組みや文化として定着し、従業員一人ひとりが無意識的に会社の“量的貢献”のために行動するところまで持っていければ"}]},{"type":"text","value":"と思っています。簡単なことではありませんが、これからの目標です。"}]},{"type":"text","value":"\n"},{"type":"element","tagName":"p","properties":{},"children":[{"type":"element","tagName":"img","properties":{"src":"//images.ctfassets.net/yohcqg3zmxe0/2JWwqncxvrlj4VscYcEskF/5e72ad56324f6e1ef454886e76fb0531/eustylelab_1.png","alt":"eustylelab 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