LinkedIn is becoming the business version of Facebook. Where 5 years ago it didn’t exist and 2 years ago it was populated primarily by corporate, mid level executives, we are now in a position where everyone from graduates to senior partners, PAs to board members, artists to scientists are all members. People are naturally curious and this is yet another way to keep in touch, to track people’s career, to network and most importantly, to find people.
And it is these final 2 points that leads us to question the effect that the introduction of LinkedIn has had on the search industry. As a consultant who has worked in search for 5 years and has always known the existence of LinkedIn and has seen its growth, there are 4 key questions to be addressed:
1. 1. How has LinkedIn affected the world of researching and sourcing candidates?
2. 2. How do potential candidates perceive LinkedIn?
3. 3. Are shortlists weaker or stronger as a result?
4. 4. Has the Executive Search industry been devalued by the existence of LinkedIn?
1. How has LinkedIn affected the world of researching?
It cannot be denied that basic research – identification and name generation – has been transformed as a result of LinkedIn. I imagine it is a primary tool for any researcher at the start of any search.
It is important, however, to bear in mind that this basic research only accounts for the first few days of a search, whose total length typically consists of a six week research cycle.
After and during the initial period of research, this process must eventually move on to good old fashioned networking which fills in the gaps. The executive search industry is in danger of developing researchers who, when they cannot find information required on LinkedIn, are beaten. It is imperative that researchers are educated and developed to understand that a full research picture is created through a combination of methodologies.
2. How do potential candidates perceive LinkedIn?
Is it a disadvantage not to be on LinkedIn? Are you limiting the chance that you will be spotted and approached and, as a result, not get the same career opportunities as others? The irony lies in the fact that candidates who are most desirable are often those who have neither the time nor inclination to put their profiles on LinkedIn. And if they do, they put minimal information for precisely the reason that they don’t want to be hounded by recruitment consultants who in many instances may be approaching them about inappropriate or irrelevant roles.
There are of course many very talented individuals who see networking as part of their role, something they enjoy doing or indeed just enjoy a little self promotion on the internet. However, are these people also giving themselves greater opportunity?
3. Are shortlists weaker or stronger as a result?
The bottom line is that, if executive search firms do their job in a diligent, ethical and methodical way, it should make no difference whatsoever to the strength of the shortlist. A role should be delivered by identifying all target organisations and individuals within, from the obvious to the more obscure.
Naturally, the existence of LinkedIn makes some of the initial research more straightforward but search firms should be judged on finding exceptional talent irrespective of their existence on LinkedIn.
Of course, for recruitment at lower levels, LinkedIn is invaluable. But when treated as anything more than a useful addition to a researcher’s arsenal at the outset of a given search, search firms would end up simply finding those 3 candidates who have their name in lights with profiles screaming “I want a new job!” If this is the service you have received or are receiving, you may be spending your budget on the wrong firm....
4. Has the Executive Search industry been devalued by the existence of LinkedIn?
In short, I believe the answer is no. Good quality search work relies on good research, but this is only one relatively modest building block in an executive search process.
a. a) At a level where executive search as a tool is most effective, potential candidates are often guarded when approached, as well as being particularly busy and engaged in their work. As a result, that approach is much more likely to be successful when made by a 3rd party. This is particularly true when approaching individuals from direct competitors on behalf of a client.
b. b) Throughout an executive search process many candidates feel more at ease being represented by an independent organisation and so, from a client’s perspective, the headhunter can give them a view as to the candidate’s thoughts that they may not otherwise be privy to.
c. c) The probability of success is also increased by having a mediator during offer negotiation. A headhunter can manage candidate expectations and advise clients on appropriate offers both through knowledge of the candidate and the wider market.
d. d) Perhaps most importantly, a good search firm acts in a consulting capacity – it ensures that it understands a client, its employees and its proposition and represents that organisation to the market. As such, conducting a search can provide much more than simply completing a mandate – it can tell a client how they are perceived in the market, help them to think beyond the obvious in terms of candidate profiles and provide benchmarking in terms of salary.
e. e) Finally, and particularly as executive search moves further up the value chain, that consulting capacity will increasingly involve proactive methodology looking beyond the obvious. Gender, diversity and leadership are just some topics within which executive search can add further value.
Andrew Crawford