How to Source Like a Marketer

SOURCECON HOW TO SOURCE LIKE A MARKETER

Kristin Kalscheur Waggener Edstrom Worldwide

@kkalscheur

h+p://www.linkedin.com/in/kris6nkalscheur

© 2010 Waggener Edstrom Worldwide Inc. All Rights Reserved.

APPLYING MARKETING PRINCIPLES TO THE SCIENCE OF SOURCING

OF MARKETING… THE 8 P’s

AN EVOLUTION OF THE CLASSICAL 4 P’S OF MARKETING

YOUR JOB/COMPANY


PRODUCT COMPANY/JOB


PRICE COMPENSATION/BENEFITS


PLACE LOCATION/MARKET POSITIONING


PROMOTION ADVERTISING SPONSORSHIP PUBLIC RELATIONS SPECIAL OFFERS VIRAL MARKETING


FIRST IMPRESSION AND FACE OF THE COMPANY PEOPLE


PROCESS SOURCING SCREENING TRAVEL COORDINATION INTERVIEW SCHEDULING NEGOTIATION OFFER


PACKAGING TANGIBLE EVIDENCE OF COMPANY CULTURE AND CANDIDATE FIT


PREDICTABILITY RELIABLE CANDIDATE EXPERIENCE


Predictability

Promotion

Packaging

Place

Process

Advertising

People

Sponsorship

PREDICTABILITY

PROMOTION

PACKAGING

PLACE

PROCESS

PRICE

PEOPLE

PRODUCT

Predictability

Company Compensation

Market Positioning

Benefits

Price

Location

Product

Public Relations

Special Offers

Viral Marketing

Active

Passive

Reliable Candidate Experience


NAME, TITLE, COMPANY LOCATION/OPENNESS TO RELOCATION CAREER GOALS HOW OFTEN TO KEEP IN TOUCH, AND VIA WHAT METHOD

KNOW YOUR CUSTOMER COLLECT CANDIDATE INFORMATION


CANDIDATE DIFFERENTIATION UNDERSTAND WHO YOUR CANDIDATES ARE LEARN ABOUT THEM PROVIDE RELEVANT VALUE TO THEM


QUALITY CANDIDATES MAXIMIZE THE RIGHT TYPE OF CANDIDATE


TRANSACTION BUYERS

RELATIONSHIP BUYERS

VS.


HOW DO YOU BUILD LONG-TERM RELATIONSHIPS? PROVIDE RELEVANT VALUE


JOB/COMPANY DIFFERENTIATION

YOUR RELATIONSHIP WITH YOUR EMPLOYEES, CANDIDATES AND PROSPECTS IS YOUR EMPLOYMENT BRAND

PERCEPTION = REALITY


CANDIDATE LIFETIME VALUE DECREASE COST PER HIRE STAY IN CONTACT ENCOURAGE CANDIDATE REFERRALS


KNOW YOUR CANDIDATE


CANDIDATE CLASSIFICATION CONVERT LEADS INTO EMPLOYEES


REWARD LOYALTY CANDIDATES WILL BE LOYAL TO YOU BECAUSE IT HELPS THEM, NOT BECAUSE IT HELPS YOU


AVOID THE DROP-OFF SPOT

MARKETING IS THE STRATEGIC PART OF BUSINESS. IN COMPARING MARKETING TO SOURCING, WE ARE REMINDED ONCE AGAIN WHY A TOOL OR PRODUCT CANNOT REPLACE A GOOD SOURCER WHO KNOWS WHEN TO GET IN TOUCH, WHEN TO STAY IN TOUCH, AND WHEN TO ACT ON THE RELATIONSHIP.

PLANNING RESULTS


THANK YOU Kristin Kalscheur Waggener Edstrom Worldwide

@kkalscheur

h+p://www.linkedin.com/in/kris6nkalscheur

How to Source Like a Marketer

Business

provide relevant

candidate

candidates

packaging

marketing

place

people

relationship