Your SlideShare is downloading. ×
0
SOURCECON
HOW TO SOURCE LIKE A MARKETER

Kristin Kalscheur
Waggener Edstrom Worldwide

    @kkalscheur

    h+p://www.link...
APPLYING MARKETING
PRINCIPLES TO THE
SCIENCE OF SOURCING




© 2010 Waggener Edstrom Worldwide Inc. All Rights Reserved. 
THE 8 P’s
OF MARKETING…
YOUR JOB/COMPANY
AN EVOLUTION OF THE CLASSICAL
4 P’S OF MARKETING
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 ...
PEOPLE
FIRST IMPRESSION AND FACE OF THE COMPANY




  © 2010 Waggener Edstrom Worldwide Inc. All Rights Reserved. 
PROCESS
SOURCING
SCREENING
TRAVEL COORDINATION
INTERVIEW SCHEDULING
NEGOTIATION
OFFER




 © 2010 Waggener Edstrom Worldwi...
PACKAGING
TANGIBLE EVIDENCE OF COMPANY CULTURE
AND CANDIDATE FIT




 © 2010 Waggener Edstrom Worldwide Inc. All Rights Re...
PREDICTABILITY
RELIABLE CANDIDATE EXPERIENCE




 © 2010 Waggener Edstrom Worldwide Inc. All Rights Reserved. 
Process                                                Special Offers
                                     Packaging
     ...
KNOW YOUR CUSTOMER
COLLECT CANDIDATE INFORMATION




NAME, TITLE, COMPANY
LOCATION/OPENNESS TO RELOCATION
CAREER GOALS
HOW...
CANDIDATE
DIFFERENTIATION
UNDERSTAND WHO YOUR CANDIDATES ARE
LEARN ABOUT THEM
PROVIDE RELEVANT VALUE TO THEM




 © 2010 W...
QUALITY
CANDIDATES
MAXIMIZE THE RIGHT TYPE OF CANDIDATE




 © 2010 Waggener Edstrom Worldwide Inc. All Rights Reserved. 
TRANSACTION
BUYERS
VS.


RELATIONSHIP
BUYERS

 © 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 Re...
JOB/COMPANY
DIFFERENTIATION

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

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




 © 2010 Waggener Edstrom...
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 Edstr...
AVOID THE
DROP-OFF SPOT




 © 2010 Waggener Edstrom Worldwide Inc. All Rights Reserved. 
PLANNING                 RESULTS



MARKETING IS THE STRATEGIC PART OF
BUSINESS. IN COMPARING MARKETING TO
SOURCING, WE AR...
THANK
                      YOU
                        Kristin Kalscheur
                        Waggener Edstrom Worldwi...
Upcoming SlideShare
Loading in...5
×

How to Source Like a Marketer

1,042

Published on

Presentation from Sourcecon 2010 DC, presented by Kristin Kalscheur

Published in: Business
0 Comments
5 Likes
Statistics
Notes
  • Be the first to comment

No Downloads
Views
Total Views
1,042
On Slideshare
0
From Embeds
0
Number of Embeds
1
Actions
Shares
0
Downloads
44
Comments
0
Likes
5
Embeds 0
No embeds

No notes for slide

Transcript of "How to Source Like a Marketer"

  1. 1. SOURCECON HOW TO SOURCE LIKE A MARKETER Kristin Kalscheur Waggener Edstrom Worldwide @kkalscheur h+p://www.linkedin.com/in/kris6nkalscheur
  2. 2. APPLYING MARKETING PRINCIPLES TO THE SCIENCE OF SOURCING © 2010 Waggener Edstrom Worldwide Inc. All Rights Reserved. 
  3. 3. THE 8 P’s OF MARKETING… YOUR JOB/COMPANY AN EVOLUTION OF THE CLASSICAL 4 P’S OF MARKETING
  4. 4. PRODUCT COMPANY/JOB © 2010 Waggener Edstrom Worldwide Inc. All Rights Reserved. 
  5. 5. PRICE COMPENSATION/BENEFITS © 2010 Waggener Edstrom Worldwide Inc. All Rights Reserved. 
  6. 6. PLACE LOCATION/MARKET POSITIONING © 2010 Waggener Edstrom Worldwide Inc. All Rights Reserved. 
  7. 7. PROMOTION ADVERTISING SPONSORSHIP PUBLIC RELATIONS SPECIAL OFFERS VIRAL MARKETING © 2010 Waggener Edstrom Worldwide Inc. All Rights Reserved. 
  8. 8. PEOPLE FIRST IMPRESSION AND FACE OF THE COMPANY © 2010 Waggener Edstrom Worldwide Inc. All Rights Reserved. 
  9. 9. PROCESS SOURCING SCREENING TRAVEL COORDINATION INTERVIEW SCHEDULING NEGOTIATION OFFER © 2010 Waggener Edstrom Worldwide Inc. All Rights Reserved. 
  10. 10. PACKAGING TANGIBLE EVIDENCE OF COMPANY CULTURE AND CANDIDATE FIT © 2010 Waggener Edstrom Worldwide Inc. All Rights Reserved. 
  11. 11. PREDICTABILITY RELIABLE CANDIDATE EXPERIENCE © 2010 Waggener Edstrom Worldwide Inc. All Rights Reserved. 
  12. 12. Process Special Offers Packaging Benefits PACKAGING Compensation Company Promotion PROCESS Passive Predictability PROMOTION People Market Positioning Reliable Candidate Experience Place PREDICTABILITY Predictability Location Viral Marketing PEOPLE Price PLACE Advertising Sponsorship Active Product PRICE PRODUCT Public Relations © 2010 Waggener Edstrom Worldwide Inc. All Rights Reserved. 
  13. 13. KNOW YOUR CUSTOMER COLLECT CANDIDATE INFORMATION NAME, TITLE, COMPANY LOCATION/OPENNESS TO RELOCATION CAREER GOALS HOW OFTEN TO KEEP IN TOUCH, AND VIA WHAT METHOD © 2010 Waggener Edstrom Worldwide Inc. All Rights Reserved. 
  14. 14. CANDIDATE DIFFERENTIATION UNDERSTAND WHO YOUR CANDIDATES ARE LEARN ABOUT THEM PROVIDE RELEVANT VALUE TO THEM © 2010 Waggener Edstrom Worldwide Inc. All Rights Reserved. 
  15. 15. QUALITY CANDIDATES MAXIMIZE THE RIGHT TYPE OF CANDIDATE © 2010 Waggener Edstrom Worldwide Inc. All Rights Reserved. 
  16. 16. TRANSACTION BUYERS VS. RELATIONSHIP BUYERS © 2010 Waggener Edstrom Worldwide Inc. All Rights Reserved. 
  17. 17. HOW DO YOU BUILD LONG-TERM RELATIONSHIPS? PROVIDE RELEVANT VALUE © 2010 Waggener Edstrom Worldwide Inc. All Rights Reserved. 
  18. 18. 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. 
  19. 19. CANDIDATE LIFETIME VALUE DECREASE COST PER HIRE STAY IN CONTACT ENCOURAGE CANDIDATE REFERRALS © 2010 Waggener Edstrom Worldwide Inc. All Rights Reserved. 
  20. 20. KNOW YOUR CANDIDATE © 2010 Waggener Edstrom Worldwide Inc. All Rights Reserved. 
  21. 21. CANDIDATE CLASSIFICATION CONVERT LEADS INTO EMPLOYEES © 2010 Waggener Edstrom Worldwide Inc. All Rights Reserved. 
  22. 22. 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. 
  23. 23. AVOID THE DROP-OFF SPOT © 2010 Waggener Edstrom Worldwide Inc. All Rights Reserved. 
  24. 24. PLANNING RESULTS 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.
  25. 25. THANK YOU Kristin Kalscheur Waggener Edstrom Worldwide @kkalscheur h+p://www.linkedin.com/in/kris6nkalscheur © 2010 Waggener Edstrom Worldwide Inc. All Rights Reserved. 
  1. A particular slide catching your eye?

    Clipping is a handy way to collect important slides you want to go back to later.

×