Today, I’m here to share a story that’s a bit different from my usual narrative—one that encapsulates the essence of marrying marketing with recruitment in the quest to find the perfect leader.
Over a year ago, one of our esteemed clients, the CEO of a reputable civil engineering firm in Arizona disclosed her plans to retire. She had steered the company through periods of unprecedented growth and transformation, leaving big shoes to fill. And so, the search for her successor began.
Together, we embarked on an unconventional mission: to find the perfect leader who wasn’t actively seeking a new role. The retiring CEO believed the right successor wasn’t actively seeking opportunities, and might not even be considering a change. She intuited that the next leader needed to possess distinct skills, ready to propel the firm into its next phase of growth.
Thus, our mission was clear, yet multifaceted: find this leader. With the concerted efforts of HR and marketing, we crafted a narrative that transcended conventional recruitment channels—a call to action aimed at resonating with an individual who wasn’t actively looking, until our message found its way to them.
And find its way it did. Our narrative journey reached our prospective CEO in the midst of his travels, prompting an immediate response that signaled our message had struck a chord.
Fast forward to today. After nine months of storytelling, strategizing, and a touch of serendipity, I had the privilege of meeting the new CEO for the first time. As he recounted his journey—how he was captivated by our content, moved by the opportunity, and ultimately convinced to relocate from Nashville to embrace a new chapter in Scottsdale—it became evident that our marketing campaign had transcended mere success; it had facilitated a pivotal life change.
His journey from content consumer to engaged leader underscored the profound impact of a compelling story. This was recruitment redefined—not as a transaction, but as a transformation.
Let this story serve as a reminder of the remarkable synergy that blossoms when marketing and recruiting join forces. It’s a partnership capable of moving mountains, spanning state lines, and, when executed with precision, welcoming a newcomer into a new home with open arms.
As we look to the future, let’s embrace the power of the narratives we weave, the audiences we engage, and the lives we touch. The right message at the right time can indeed change everything.
Here’s to the journeys ahead,
Below the line
Season 6 is a wrap – cta go listen. Now recording Season 7- Making an Impact – CTA – know someone making an impact? Nominate them to be on our show – link to email us.
It’s procurement season – Don’t lose it in the interview! – CTA – schedule a meeting to discuss how we help firms craft and deliver winning pitches.
Happy to be the presenting sponsor again for PSMJ MarketPro. Want to share your marketing success with industry peers? Link to call for papers
What else? Ask Katie.
