(Editor’s note: The information from this article by Top Echelon Recruiting Software has been taken from an Expert Recruiter Coaching Series webinar by Greg Doersching of Next Level Training titled, “Becoming a Talent Agent: Mastering MPC Marketing.” Click HERE to watch the video of that training webinar for free.)
In today’s tight talent market, where quality candidates are in short supply and competition is fierce, recruiters can no longer afford to passively wait for job orders. Instead, they must adopt a proactive, candidate-first mindset. Greg Doersching, President of Next Level Training, delivers a powerful message: in this environment, recruiters must stop thinking like headhunters and start acting like talent agents. His method? Mastering the strategy of MPC (Most Placeable Candidate) marketing.
“In the market we’re in today,” Doersching says, “you need to do far less filling orders and much more placing candidates. It’s less about the search assignment, and more about the talent you have available.”
This approach flips the traditional recruitment model on its head—putting the candidate first, and going to market on their behalf. Here’s how recruiters can implement this strategy to build trust, win business, and make more placements.
Understanding the MPC Strategy
MPC marketing, also known as star marketing, skill marketing, or reverse marketing, is not a new concept. But as Doersching points out, it’s more crucial than ever.
“This isn’t something I’m just coming up with this year. The most placeable candidate concept has been around forever, just with different names. I’ve always called it ‘Star Marketing’—Special Talent Available and Ready.”
The core idea is simple: rather than waiting for a role to fill, you proactively take a top-tier candidate to market. The goal is to identify where they want to work, who they want to work for, and then open those doors.
It’s not about pushing resumes. It’s about opening conversations and creating opportunities.
What Makes an MPC?
One of the biggest misconceptions about MPC marketing is that it’s something you do with leftover candidates. Doersching shuts that down quickly.
“This is not about marketing the person who didn’t get the job. This is about the top one-third of talent—the people hiring managers will say ‘yes’ to when they see the profile.”
To qualify as an MPC, the candidate must meet a very specific set of criteria:
Mandatory Attributes:
- A Marketable Skill: Something in-demand and specialized. “You’re rarely going to MPC an HR generalist,” Doersching notes. “But an electrical engineer? A Java developer? That’s a different story.”
- Realistic Compensation Expectations: If their salary ask is inflated, you’ll lose credibility fast.
- Defined Geographical Preferences: The more specific, the better. “I want people who say, ‘I’m trying to get to Green Bay,’ not just ‘I’ll move anywhere.’”
- An Immediate Timeframe: Candidates must be ready to make a move—ideally within 30 days. Not six months.
At Least Two of These Three Credibility Indicators:
- Internal promotion at a prior employer
- Blue-chip education or training
- Work history with at least two companies
And One of These:
- Verifiable references
- A written recommendation
“If someone looks at your MPC and says, ‘This person is a no-brainer,’ then you’re doing it right,” says Doersching.
The Power of Geography—and Grandma
One of the most potent motivators in the MPC playbook is geography. Doersching dives deep into the human side of relocation.
“Want to close an MPC fast? Find out where their spouse is from. Especially if they’re expecting a baby. The motivation to move closer to grandma and grandpa is one of the greatest forces in the world.”
By anchoring conversations in personal priorities—family, roots, support networks—you create urgency and alignment.
Use tools like Google Maps to draw a realistic relocation radius around the candidate’s home. Have them talk you through each direction—north, south, east, west. Be as specific as possible.
Crafting the Career Vision
Once the geography is set, it’s time to define what the candidate really wants in a role.
“Titles are meaningless,” Doersching says. “You can go work for yourself and be the president.”
What matters is what they want to do every day. Get granular. What projects excite them? What problems do they want to solve? What kind of team do they want to join or lead?
Then ask the golden question:
“If you had 10 seconds to prove to someone that you’re capable of this job, what one accomplishment from your past would you point to?”
That one moment becomes the centerpiece of your marketing.
Talking Money Like a Pro
Compensation conversations trip up many recruiters. Doersching offers a clear roadmap.
Start with the question: “What are you looking for?” Follow immediately with, “How did you come up with that number?”
“Most candidates aren’t ready to answer that,” he says. “Their response will tell you everything about how they think about money.”
If they reference their current salary, timing of their last raise, or cost-of-living expectations, you have something solid to work with.
Doersching uses this framing:
“If you get a new job that pays 10–15% more, you just leapfrogged 3–5 years of incremental raises. That’s not just a new job—that’s a new financial trajectory.”
Avoid ranges. Be specific. Talk about actual numbers. Position yourself as a financial advisor, not a negotiator.
Presenting the Candidate: The Blinded Profile
Once you’ve completed the discovery process, it’s time to build the marketing collateral: the MPC profile.
Doersching never sends resumes. Instead, he builds a customized, blinded one-pager that includes:
- A unique candidate ID
- One specific compensation number
- Highlight accomplishments
- Personal/professional motivation for leaving
- Interview availability
- Employer descriptions (without naming companies)
“The goal is to bypass the entire search process and go straight to interview. That’s why this works.”
Include a matching grid—listing criteria you know are in-demand based on conversations with clients. This shows the candidate aligns with real-world needs.
Marketing the MPC: Voicemails and Emails
Doersching outlines a simple, effective sequence to reach hiring managers:
- Voicemail 1:
“Hi, this is Greg Doersching. I’m representing a high-profile candidate from one of your competitors who’s looking to make a change. I’d love to speak with you.”
- Voicemail 2:
“Just wanted to follow up. This person recently led the opening of a $50 million facility. Very confidential search. Let me know if we can connect.”
- Sphere of Influence Email:
Send a message to three people simultaneously—the hiring manager, someone in HR, and a senior exec. Put the hiring manager in the “To” field and CC the others.
“Peer pressure works. When three people are looped in, someone usually takes action.”
The Call: Ask for the Conversation, Not the Resume Request
When you get someone on the phone, keep it simple:
“Would you be open to a 30-minute conversation with someone who fits that profile?”
Don’t oversell. Don’t beg. Just ask for a conversation. If they say no, pivot:
“Is there someone else you were hoping I had?”
That opens the door to traditional search.
Flat Fees and Quick Deals
For MPCs, Doersching recommends charging a flat fee rather than a percentage. It keeps things clean.
“Let’s say your MPC wants $123K. At a 25% fee, that’s $30,750. Offer to do it for a flat $23,000. You’re not setting a precedent—you’re closing a deal.”
This makes it easy for the client to say yes—especially since you’ve already found the talent.
Set Your MPC Goals
Doersching lays out a clear challenge:
“Every recruiter should be MPC-ing three candidates a month. That’s 36 a year. If you can’t place one a month, something’s off.”
These should be hand-picked, high-caliber professionals with real motivation and clear expectations. When you create opportunities around what they truly want, success follows.
From Recruiter to Talent Agent
MPC marketing is about more than placements. It’s about identity. It’s about moving from being a vendor to becoming an advisor. From order-taker to trusted partner. From recruiter to agent.
“Your employer’s job is to keep you in your current role as long as possible,” Doersching tells candidates. “But your agent’s job is to make you happier. That’s what I do.”
And when you do it well, everyone wins.
“If you’re not MPC-ing right now,” he concludes, “you’re missing out. This is where the deals are.”
