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

© 2010 Waggener Edstrom Worldwide Inc. All Rights Reserved. 

PRODUCT COMPANY/JOB

© 2010 Waggener Edstrom Worldwide Inc. All Rights Reserved. 

PRICE COMPENSATION/BENEFITS

© 2010 Waggener Edstrom Worldwide Inc. All Rights Reserved. 

PLACE LOCATION/MARKET POSITIONING

© 2010 Waggener Edstrom Worldwide Inc. All Rights Reserved. 

PROMOTION ADVERTISING SPONSORSHIP PUBLIC RELATIONS SPECIAL OFFERS VIRAL MARKETING

© 2010 Waggener Edstrom Worldwide Inc. All Rights Reserved. 

FIRST IMPRESSION AND FACE OF THE COMPANY PEOPLE

© 2010 Waggener Edstrom Worldwide Inc. All Rights Reserved. 

PROCESS SOURCING SCREENING TRAVEL COORDINATION INTERVIEW SCHEDULING NEGOTIATION OFFER

© 2010 Waggener Edstrom Worldwide Inc. All Rights Reserved. 

PACKAGING TANGIBLE EVIDENCE OF COMPANY CULTURE AND CANDIDATE FIT

© 2010 Waggener Edstrom Worldwide Inc. All Rights Reserved. 

PREDICTABILITY RELIABLE CANDIDATE EXPERIENCE

© 2010 Waggener Edstrom Worldwide Inc. All Rights Reserved. 

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

© 2010 Waggener Edstrom Worldwide Inc. All Rights Reserved. 

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

© 2010 Waggener Edstrom Worldwide Inc. All Rights Reserved. 

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

© 2010 Waggener Edstrom Worldwide Inc. All Rights Reserved. 

QUALITY CANDIDATES MAXIMIZE THE RIGHT TYPE OF CANDIDATE

© 2010 Waggener Edstrom Worldwide Inc. All Rights Reserved. 

TRANSACTION BUYERS

RELATIONSHIP BUYERS

VS.

© 2010 Waggener Edstrom Worldwide Inc. All Rights Reserved. 

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

© 2010 Waggener Edstrom Worldwide Inc. All Rights Reserved. 

JOB/COMPANY DIFFERENTIATION

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

PERCEPTION = REALITY

© 2010 Waggener Edstrom Worldwide Inc. All Rights Reserved. 

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

© 2010 Waggener Edstrom Worldwide Inc. All Rights Reserved. 

KNOW YOUR CANDIDATE

© 2010 Waggener Edstrom Worldwide Inc. All Rights Reserved. 

CANDIDATE CLASSIFICATION CONVERT LEADS INTO EMPLOYEES

© 2010 Waggener Edstrom Worldwide Inc. All Rights Reserved. 

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

© 2010 Waggener Edstrom Worldwide Inc. All Rights Reserved. 

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

© 2010 Waggener Edstrom Worldwide Inc. All Rights Reserved. 

THANK YOU Kristin Kalscheur Waggener Edstrom Worldwide

@kkalscheur

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