What are the recruitment channels for marketers?

The recruitment channel of sales staff mainly depends on the positions planned to be recruited. Sales managers with higher positions, such as sales managers, can be recruited inside and outside the enterprise; Lower-ranking salespeople, such as sales representatives, are usually recruited from outside the enterprise. The main channels of external recruitment are:

1. Employee recommendation

Recommend acquaintances, friends, relatives and friends and former colleagues as recruitment sources through employees of this enterprise. The advantage of job recommendation is that the recruitment cost is low and the recruitment target has certain reliability; The disadvantage is that the recruitment target is limited, the recruitment process is easily disturbed by human feelings, and the recruiter's work after employment may be restricted by some human relations.

2. Business dealings

Enterprises will communicate with all kinds of people in society in the course of business operation. Some of them can be used as the source of sales staff recruitment targets. The advantage of this recruitment method is that the enterprise and the target get to know each other in natural contact and have a basic grasp of the working ability of the target. The disadvantage is that the enterprise is suspected of "poaching people", which will cause dissatisfaction with the relevant units that have business ties with the enterprise.

3. Talent exchange market

Enterprises spend a certain amount of money to recruit sales staff in the talent exchange market. The advantage of this method is that the recruitment process is simple, and the recruiter meets the applicant directly; The disadvantage is that many companies recruit in the talent exchange market at the same time, which makes many candidates eager to try. Indecision.

4. Mass media advertising

Enterprises advertise in mass media (mainly newspapers) to recruit sales staff. The advantages of this recruitment method are wide coverage of recruitment information and large number of applicants; The disadvantage is the high recruitment cost. In the short term, we may not be able to recruit suitable salespeople, especially those with higher positions.

4. Marketing personnel's performance appraisal mechanism

In order to ensure the high efficiency of the marketing team, it is necessary to establish a reasonable performance appraisal system, so as to achieve "clear rewards and punishments", provide a fair, just and open competition platform for all personnel, and improve their work enthusiasm and initiative.

1. Contents of performance evaluation

Before establishing a reasonable performance appraisal system, the marketing director must understand the content of performance appraisal, that is, from what aspects to evaluate marketing personnel. The content of performance appraisal includes the following aspects.

1 performance. Performance appraisal is one of the important contents of performance appraisal, mainly to assess the performance of marketers, strengthen supervision and promote their growth, thus promoting the improvement of team performance and economic benefits of enterprises.

2 attitude. Attitude is a very important factor in evaluation, even if employees are capable. Without a good work attitude, he can't complete his work performance.

3 ability. Evaluate the ability of marketers to see if they are qualified for the job or have some potential ability.

4 potential. Potential assessment is mainly to explore and evaluate the ability that the assessed has not played in the current work.

⑤ Adaptability. Adaptability assessment is mainly to evaluate whether the personality and ability of marketers meet the job requirements. For example, whether the relationship between marketers and others, organizations and the surrounding environment is harmonious.

2. The main methods of establishing performance appraisal system

On the basis of determining the content of performance appraisal, it is necessary to establish a reasonable appraisal system, which is mainly introduced from the following three aspects.

(1) Formulate monthly performance appraisal standards.

The goal of performance appraisal is to correctly evaluate the working status of marketers during the appraisal period, including performance indicators and performance standards.

(1) Performance indicator, that is, the dimension of performance, that is, from what aspects to assess marketers. It should be practical, concrete, clear, different and changeable. For example, do marketers go to work on time?

(2) Performance standards, that is, the assessment of performance content, are mainly about what marketers should do and to what extent. It should be clear, moderate, variable and quantitative. For example, the monthly sales reached 600,000 yuan.

The purpose of setting performance appraisal targets is to define performance indicators and performance standards, that is, to assess the performance degree, attitude, ability, potential and adaptability of marketers.

(2) clear performance appraisal cycle

Too long or too short evaluation period will affect the effect of performance management. Therefore, to determine the performance appraisal cycle should consider two factors:

(1) exponential property. For indicators with stable nature, the assessment period is longer. For example, working ability is more stable than working attitude, and the assessment period is longer.

② Standard attributes. That is, the assessment time should ensure that marketers can reach the standard through hard work. For example, the standard of sales of 6,543,800 yuan+0,000 yuan needs to be completed in half a month, and the assessment period should be half a month.

(3) Select the performance appraisal subject

According to the different assessment indicators, the assessment subjects are formulated respectively. For example, sales performance is assessed by sales supervisor or manager, collaboration is assessed by colleagues, and service quality is assessed by customers.

3. Salary design and promotion system of marketing personnel

Salary and promotion are the main means to motivate marketers, so marketing directors should have the ability to design salary and promotion systems.

1) Marketing personnel salary design system

A reasonable salary system should not only effectively motivate marketers, but also conform to the principle of fairness. The following mainly introduces two methods.

(1) index system method

Simply put. Index system method is a fixed part plus commission, which has the following two aspects:

① Fixed part: including basic living expenses, communication expenses, meals, post allowance, etc. The specific amount of this part is decided by the enterprise, which is usually calculated by subtracting the commission from the general salary of the industry. Fixed wages cannot be too high or too low.

(2) Commission part: First, determine the Commission standard quantity, which is generally the standard quantity = expected sales volume × product unit price × Commission rate, and the expected sales volume is the sales plan that the team expects the marketing staff to realize. Then divide the commission into two parts, as shown in table 1 (note that there is a proportion between soft and hard indicators, such as A%: B%).

Add up the scores of soft and hard indicators of marketers, and calculate according to the proportion of soft and hard indicators to get their own scores, namely:

Commission = (hard index score ×A %+ soft index score × B%) × standard quantity (2) Extended index system method

In terms of different abilities of new and old marketers or regional market sales, in order to ensure the fairness of salary, the marketer or a regional market is regarded as a whole, and the total monthly salary is calculated by using the index system method, and then the salary is distributed according to the proportion of each person to the total sales. The accounting method is as follows:

Individual monthly salary = total salary × (individual monthly sales/overall monthly sales)

Table 1 Comparison of soft and hard indicators shows that the hard indicator refers to the traditional indicator-sales volume, and a ratio can be obtained by dividing the actual sales volume of marketers by the expected sales volume of the company. This ratio is the score of hard indicators. When the marketer fails to achieve the expected sales volume, this ratio is less than1; When the actual sales volume exceeds the expected sales volume, it is greater than 1, that is, the commission that employees finally get may exceed the standard amount. Soft indicators refer to indicators that cannot be quantified according to the actual situation, such as market share, customer satisfaction, channel management, price system management, information feedback, work attitude and so on. The most important indicators rank first, and then go down; Score the indicators and add them up to1; Then score the indicators (the highest score is not limited) and weight these indicators. 2) Promotion system.

The marketing department should establish a perfect promotion system, let employees know their development direction and goals, and stimulate their work enthusiasm. Promote the long-term development of enterprises.

(1) promotion system content

A perfect and reasonable promotion system mainly includes five contents:

(1) promotion purpose and principle; ② Promotion scope; ③ Basic conditions for promotion; (4) General procedures and timing of promotion; ⑤ Specific promotion methods.

(2) establish the content of the promotion system

Establishing a fair and reasonable promotion system includes the following four aspects:

(1) Formulate effective promotion principles, that is, what standards should be reached for promotion to ensure the objectivity and fairness of promotion. For example, stipulate the sales performance and entry time of marketers.

(2) formulate specific assessment criteria, that is, formulate specific assessment criteria for the promotion conditions of each position, so that marketers can understand how to get promoted. Due to the different requirements of each post, the specific audit standards can be roughly divided into two types: performance type and performance plus other abilities type.

(3) Make training and assessment plans according to the responsibilities of marketing personnel in each position.

(4) according to the specific evaluation criteria, combined with the assessment results to determine the promotion personnel.