Be known in your industry – why it matters (especially in executive search)
Sometimes we get asked why we spend so much effort on articles like this one and all the other things we do in social networking on- and offline. Why we go to events like Biocom, MedTech Forum and and also happily organize our own events and what our LinkedIn, Twitter, Xing and Content Hubs are all about. Yes, it seems like a lot of work - and it is – but it ultimately leads to a certain visibility and recognition for the content we provide. Knowing your way around the industry is not worth much, as long as nobody knows about it.
Especially in executive search we have come across the importance of “being known” in the industry. When you approach a candidate or a prospect it becomes increasingly important for the search that he knows who you are.
Candidates trust people they have heard about
While it can be a fairly fuzzy knowledge about what it exactly is you do, it makes a tremendous difference if a candidate has heard of you, before you approach him. The higher the level of jobs is you’re searching for, the more sensitive the whole process becomes and candidates need to feel they can trust you right away. Of course there it plays a big role whether you are known in your industry or not. Because why should it otherwise matter that yet another executive search company approached the candidate?
Connect the dots in your industry
In order to be known you need to try and spread your expertise to a number of different areas because once they see you understand how they are connected, they will give you credit for expertise. Don’t hesitate to maybe speak to the “wrong” people because they might just be connected to the right ones. And also, as long as you’re invested in spreading and sharing your knowledge, word automatically gets out to the right people. You just need to be persistent and involved. Show you’re for real.
Look at what you look like
You should also spend some time on continuously looking at what it exactly is you’re known for. What messages do people get from you and how does that portray your expertise? What do you look like from the outside and what does it say about you? What do people see when they look you up on just one platform. Does it match your brand?
It’s one thing to be known, it’s better to be known for specific qualities, a meaningful image and a long-lasting trustful relationship with candidates and clients.