When considering an executive search for marketing talent, one of the most critical decisions you’ll face is whether to commission the search upfront or use a contingent model. Both approaches have their merits, but at The Good Works, we believe that each has its place, depending on the type of executive search and the business needs involved. Whether you're recruiting a Chief Marketing Officer, Marketing Director, entire marketing teams or a specialist marketing role, understanding the nuances of both commissioned search strategy and contingent performance marketing models can help you make an informed decision.

Commissioned Search – A Strong Commitment to Finding the Best Person in the Market

A commissioned executive search means that you, as a client, agree to pay a fee upfront to secure the services of a recruitment agency or specialist headhunters. The search is typically more thorough, with a deep understanding of your company’s needs, values, and culture at the forefront of the executive search process. The marketing recruitment selection process in this case is often more extensive, as the expert consultants dedicate their time to finding candidates who align perfectly with your business strategy and long-term goals. This type of marketing executive search ensures the very best talent is sourced for senior roles, including positions like Chief Marketing Officers (CMO) and Marketing Directors.

When working closely with a marketing executive search firm on a commissioned basis, you get a consultant’s undivided attention to the search, which can be crucial when recruiting for business-critical roles or positions that require a high level of industry expertise. It’s an approach where both the executive search and the hiring process are collaborative, ensuring that the right fit for the company is identified and hired. A commissioned search is particularly valuable when hiring for roles that require specialised market knowledge, such as digital marketing leadership or e-commerce expertise, which are often not found on a typical job board.

Moreover, when marketing recruitment is crucial to the success of your business, especially for highly competitive positions or confidential hires, a commissioned search can ensure the candidate profiles journey is handled with care. The marketing headhunter will focus on sourcing top talent who might not even be actively looking, such as senior marketing executives or a Head of Marketing with the skills to drive your business forward.

The approach is especially effective for business-critical hires or when inclusivity and cultural fit are paramount. A commissioned marketing executive search allows your company to be strategic, ensuring that only the most qualified individuals are approached, helping you secure the best talent. Additionally, commissioned searches are ideal when you need a marketing director or a chief marketing officer (CMO) who will be integral to shaping the future direction of your marketing department and aligning it with your global network.

Contingent Search – A Flexible Approach

On the other hand, a contingent search offers more flexibility. This model means you pay only if a candidate is successfully placed. While executive search consultants often handle fewer roles on a commissioned basis, in contingent search, they typically manage multiple positions at once—anywhere from five to 15 at a time. This can make it a better option for filling roles that don’t require as much industry experience or seniority. For example, it may be an ideal model when hiring for mid-level positions or roles that have a talent-rich pool, such as junior marketing directors or scale ups.

However, when relying on contingent marketing recruitment, it’s important to keep in mind that the market insights may lack the same level of focus and commitment as a commissioned search. Due to the large number of open positions the recruiter may be handling, the attention and resources dedicated to each candidate can be diluted. This is particularly problematic when recruiting for high-level roles like a Chief Marketing Officer (CMO) or Marketing Director, where precision and attention to detail are essential. Additionally, candidates in the pool are often approached by multiple agencies, which can impact the overall team experience.

One of the challenges in a contingent search is that candidates who aren’t actively responding to initial outreach may not get the attention they deserve. 70% of the talent pool typically falls into this category, meaning that many potentially ideal candidates—those who might not be immediately looking for a new role but are open to opportunities—may be overlooked. In a commissioned search, these candidates would be carefully headhunted and nurtured, offering a more strategic and focused approach. Contingent searches, by contrast, tend to focus more on candidates who are actively seeking a job or those already in the job market, limiting the available industry pool.

For roles that aren’t as urgent or critical to the immediate success of your business, contingent executive search offers a more economical solution. It’s suitable for hiring when there’s a talent pool already available, or when you're not looking for top-tier leadership, such as for junior marketing director positions or roles that don’t have as much impact on business strategy.

When to Choose Commissioned vs. Contingent Search

Commissioned Search: Use a commissioned search for business-critical positions, such as Chief Marketing Officers or Marketing Directors, where precise communications and insights are paramount. It's especially useful when hiring for roles that require specialised marketing talent e.g. digital marketing, emerging technology or e-commerce skills.

If the role is confidential, highly competitive, or new, a commissioned search ensures that only the best talent is considered, and that the recruitment process is thorough and controlled.

Contingent Search: A contingent search is more suited for mid-level or junior roles, where there is a large pool of available talent. These types of positions, such as marketing managers or other positions lower in the industry, may not require the same level of strategic involvement. If the position is less urgent or involves more common skill sets, a contingent search can be a more flexible solution.

Choosing the Right Approach for Your Business

The choice between commissioned and contingent search strategy models depends largely on the role, urgency, and level of expertise required. At The Good Works, we provide both types of services to ensure that we can meet the diverse needs of our clients. Whether you need to recruit a CMO, Head of Marketing, or a marketing director, we are here to ensure that you find the right fit for your company. By understanding your business goals, strategy, and values, we can identify the best talent to help you hire the marketing talent you need.

At The Good Works, our marketing recruitment expertise extends to a wide range of executive marketing roles, from Digital Marketing Managers to Executive Leadership positions. We specialise in finding the best talent for:

• CMOs

• Marketing Directors

• VP of Marketing

• Head of Marketing

• Marketing Managers

• Creative Director

• Brand Director

• Brand Manager

• Brand Strategist

• Agency Managing Director

• Business Director

• Account Director

Whether you need executive search for a marketing director or a CMO, we’re here to connect you with top talent that can drive results. Our approach is tailored to ensure the recruitment of professionals who will thrive in your company’s culture and help you scale your business. From strategy to execution, we help you find the right people to accelerate your business growth.

Contact us today to discuss how our marketing recruitment services can help you find the best talent for your next hire.