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Building Supplier Diversity through Passion and Technology

“A strong supplier diversity program is built on passion, partnerships, and data management. The relationships we have created with our suppliers, sales partners, and technology vendors

tie it all together.” – Jamie Crump, Director of Indirect Strategic Sourcing and Supplier Diversity, United Rentals


amie Crump joined United Rentals as the director of Indirect Strategic Sourcing and Supplier Diversity in 2006. Crump helped develop a com- prehensive supplier diversity program from the ground up. Crump had a vision of what the sup-

plier diversity program would entail. The basic communication channels were launched in 2007, followed by a campaign to identify prospective candidates and build relationships. “Participation in di- versity organizations and conferences are critical and the key word is participation” says Crump. “The objective is to grow di- versity businesses who provide a value- add proposition. The financial support is the fuel that runs that objective but you don’t get success just by writing a check, you have to roll up your sleeves and get involved on a daily basis.” The United Rentals campaign included

print media, memberships, and participa- tion at conferences such as The National Minority Supplier Development Council (NMSDC), local NMSDC chapters where United Rentals has a presence, Women’s Business Enterprise National Council (WBENC), National Veteran Owned Business Association (NaVOBA), and The National Center for American Indian Enterprise Development (NCAIED). Ja- mie sits on the National Resource Council of NCAIED and the Corporate Advisory Council of NaVOBA. She is also a fre- quent speaker on diversity topics. The


matchmaking events are her favorite tool. “It’s like speed dating for diversity,” said Crump, “every time we participate we get such an amazing group of potential sup- pliers.” One example is Desai Communica-

tions, a certified minority woman-owned Small Business based in Stamford, CT. “I met Sandra Ruiz-Desai at a matchmaking event and asked if she could provide some ideas for my trade show panels,” Crump recounts. “She came to the booth that same day, snapped pictures and when I re- turned home I had three concepts on my desk.” The result was the “Help Us Make It Happen” diversity campaign that Unit- ed has been running for over a year now. In addition to the panels, Desai provides brochures, ad copy and other consulting for United’s diversity program. Crump added, “My favorite part of the Help Us campaign is including success stories that highlight diversity companies that United Rentals is doing business with. It provides free exposure for the business and tells a far better story than just an ad would.

CELEBRATING 10 YEARS OF DIVERSITY Another part of the United Rentals di-

versity program includes developing part- nerships on the sales side in addition to the supplier side. Indian Eyes, LLC is an example of such a success story. The company is a Certified HUB Zone, Native American, woman-owned Small Business specializing in equipment rentals/sales and staffing. Crump notes, “The equip- ment rental business is very capital inten- sive. Partnerships such as Indian Eyes al- low United Rentals the opportunity to participate in a business growth opportu- nity and provide Indian Eyes with our bench strength in inventory and service on large jobs” The supplier diversity program has

faced some challenges including report- ing requirements. Under the direction of Crump, she worked with the Information Technology team at United Rentals and CVM Solutions to develop reporting mechanisms that provide data for tier 2 reporting to national and government ac- counts. Crump’s group works with the United Rentals sales organization to pro- vide diversity information to their ac- counts that want it as well as responding to the diversity portion in the Request for Proposal (RFP) process. So, what are the keys to a successful

program? “A strong supplier diversity program is built on passion, partnerships, and data management. The relationships we have created with our suppliers, sales partners, and technology vendors tie it all together. The support of the sourcing team and United Rentals senior management is fantastic. It really does take a village and I am fortunate to be part of a great team.” Jamie Crump has worked in sourcing,

diversity, consulting and technology for a number of companies and industries in- cluding Purdue Pharma LP, US WEST/ Qwest and IBM. She earned a Bachelor of Science Degree in Management from Regis University in Denver, Colorado and is currently working on a Master of Sci- ence Degree in Organizational Behavior. Crump lives with her husband, free lance photographer Bill Thebert in New Mil- ford, Connecticut.


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