It is well known that marketing plays a critical role in attracting and securing top-tier candidates. Senior executives are often passive candidates who aren’t actively searching for roles, which means a well-crafted marketing strategy is crucial to providing visibility, a strong (and appealing!) message to the market and engagement with candidates who would ordinarily overlook your opportunities.
Targeted Marketing & Outreach
Senior executives don’t typically browse job boards – so your marketing should meet them where they are. The classic example is LinkedIn – targeted campaigns using LinkedIn Recruiter, sponsored content, and personalised InMails are often a first call for some executive search firms but is equally valid for organisations carrying out in-house recruitment.
‘Programmatic advertising’ campaigns are another very effective tool to drive digital engagement with potential candidates. Have you ever Googled something once, and then wherever you go next, there’s an advert for that very thing? That is programmatic advertising – it is designed to target passive audiences, and in the context of recruitment, can be invaluable for keeping your organisation at the forefront of your target audience’s minds.
As well as this, engaging in high-level business groups and industry roundtables to specifically target a sector or niche can also be a highly effective marketing strategy; for example, McLean Public regularly holds roundtable events for particular sectors which typically result in unexpected connections and business relationships being formed – as we like to say, “beyond the usual suspects”. These events are an ideal place to share best practice, brainstorm on how to address relevant issues and make lasting connections for the future.
Top tips for targeted outreach:
- Leverage LinkedIn’s Recruiter tools to build highly targeted outreach campaigns.
- Create targeted leadership groups or newsletters for senior executives.
- Use AI-driven tools to personalise messaging based on career trajectory and interests.
Reputation & Thought Leadership Management
The online reputation, media presence, and leadership credibility of organisations plays a pivotal role in the attraction and retention of top talent. A strong online presence is essential to maintain and critical to positive reputation management.
Promoting the visibility of an organisation’s leaders through interviews, webinars, conferences and speaking engagements can greatly enhance the reputation of an organisation by positioning them as subject matter experts or leaders in their fields. Regular promotion of thought leadership pieces maintains visibility across relevant markets and provides opportunities to engage with other experts; which in turn can open the door to collaboration, sharing of best practices and further opportunities to enhance your organisation’s reputation.
Top tips for reputation and thought leadership management:
- Proactively manage your online presence and employer brand perception.
- Publish leadership content on appropriate channels or industry blogs.
- Host leadership interviews, webinars and events with influential sector leaders.
Leveraging Executive Networks
High level candidates tend to trust their professional networks more than recruiters alone and can be an invaluable source for credible referrals. These referrals can be instrumental in broadening your organisation’s reach and reputation. The power of a strong network is something that truly should not be underestimated.
As mentioned already, private executive roundtables are also extremely effective when it comes to networking. Hosting exclusive events where top talent can engage with your organisation provides prime opportunities for connections to be formed and for expanding your reach in the market.
Top tips for leveraging your networks:
- Implement a high-value referral program for senior hires.
- Build relationships with executive coaches and industry mentors.
- Partner with industry leaders or respected figures to enhance credibility.
Executive-Level Job Positioning
Senior roles require a different approach than mid-level positions. Instead of listing just role responsibilities, focus on impact, vision, and influence. Having value-driven job descriptions highlights the opportunity to shape company strategy, drive innovation, or lead transformation – and these tend to be the motivating factors for senior leaders.
To do this, a compelling employer narrative is key. Showcasing an organisation’s growth, leadership philosophy, and the organisation’s competitive edge will make you stand out against the competition.
Top tips for job positioning:
- Use storytelling in job descriptions to inspire top talent.
- Keep job postings discreet—consider direct outreach for a more personal approach.
- Feature testimonials from senior leaders who have thrived in the company.
Employer Branding for Executive Talent
Employer branding is one of the most critical parts of any marketing strategy. Top leaders seek organisations who have a compelling vision, strong leadership, and a culture aligned with their values. These need to be clear and evidenced to have an impact, which can be achieved by publishing articles, whitepapers, and case studies highlighting industry expertise, innovation and success stories.
Top tips for employer branding:
- Feature executive success stories on the organisation’s website.
- Participate in high-profile industry panels and discussions.
- Highlight executive benefits like board influence, strategic growth opportunities, and the organisation’s impact.
Personalised Candidate Experience
High-level candidates expect a super professional experience and delivering this can have a huge effect on how your organisation is perceived externally. McLean Public prides itself on providing “white glove treatment” to both clients and candidates, ensuring a smooth, engaging process with confidentiality, clear communication, and high-touch, personalised engagement from a dedicated team led by a Partner. This ensures the process is tailored to individual needs and that the quality of care offered throughout the recruitment process is of the highest standard.
Equally, on boarding is also a crucial – and often overlooked – element in forming how candidates feel about the recruitment process as a whole. Post-appointment follow ups and coaching, if required, leaves candidates with a positive experience and a lasting impression of the organisation overall – which is invaluable in terms of reputation and credibility.
Top tips to ensure a positive candidate experience:
- Use professional executive search firms to maintain discretion.
- Offer one-on-one meetings with key stakeholders before finalising hiring decisions.
- Ensure personalised end to end engagement with candidates with clear communication, expectations and timelines laid out from the earliest opportunity.
How can an Executive Search firm help my organisation?
Executive recruiters and executive search firms specialise in identifying and attracting top-tier leadership talent. Partnering with these professionals can provide several advantages:
- Expertise: They have deep knowledge of the executive job market and understand what attracts top candidates.
- Network: Access to a broad network of executives who may not be actively seeking new opportunities but are open to the right offer.
- Efficiency: They can streamline the recruitment process, saving time and resources.
Recruitment partners can play a crucial role in shaping and promoting your employer brand. They can provide valuable insights into market trends and candidate expectations, helping you tailor your branding efforts to attract executive talent by providing:
- Market Analysis: Provide data and insights on industry standards for executive compensation, benefits, and work culture.
- Branding Advice: Offer guidance on how to position your employer brand to appeal to top executives.
- Candidate Feedback: Gather feedback from candidates during the recruitment process to identify areas for improvement in your branding strategy.
Final Thoughts
A successful marketing strategy aimed at attracting the best candidates requires a combination of branding, networking, and personalised outreach. Passive candidates aren’t actively looking, so targeted marketing must bridge the gap by building trust, credibility, and exclusivity to attract and engage them effectively.
