When considering an executive search, 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 and at The Good Works, we believe that each has its place, depending on the type of search and the business needs involved. Whether you're recruiting a Chief Marketing Officer, Marketing Director, or another high-level marketing role, understanding the nuances of both commissioned and contingent search models can help you make an informed decision.

Commissioned Search – A Strong Commitment to Find 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 marketing headhunter. The search is typically more thorough, with a deep understanding of your company’s needs, values, and culture at the forefront of the process. The recruitment process in this case is often more extensive, as the executive search consultants are paid to dedicate their time to finding the best candidates available in the market who align perfectly with your business strategy and long-term goals. This type of 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 expertise. It’s an approach where both the search and the strategy 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 knowledge, such as digital marketing leadership or e-commerce expertise for example.

Moreover, when marketing recruitment is crucial to the success of your business growth, especially for highly competitive positions or confidential hires, a commissioned search can ensure the candidate journey is handled with care. The 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 when an inclusive search process is paramount. For example, if you are using recruiters who are only paid if they find the right candidate, it is more tricky to agree parameters and an approach around ensuring a diverse shortlist.

Additionally, commissioned searches are ideal when you need to make a confidential hire or for 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 business strategy.

Contingent Search – A Flexible Approach

On the other hand, a contingent search offers flexibility - you pay only if a candidate is successfully placed. You can try jobs boards, test out difference recruiters and look for personal recommendations. This approach can be an ideal model when hiring for mid-level positions or roles that have a talent-rich pool, such as junior marketing directors or marketing managers.

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. So when relying on contingent marketing recruitment, it’s important to keep in mind that the process may lack the same level of depth 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 candidate 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 talent pool.

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 precision and expertise are paramount. It's especially useful when hiring for roles that require specialised digital marketing or e-commerce skills, or when inclusivity is a priority. If the role is confidential, 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 marketing hierarchy, 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 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 solution to help you hire the marketing talent you need.

At The Good Works, our recruitment expertise extends to a wide range of marketing roles, from manager to executive leadership positions. We specialise in finding the best candidates for:

Chief Marketing Officers (CMOs)

The strategic leaders who drive business growth through innovative marketing strategies, digital marketing integration, and visionary leadership.

Marketing Directors

Experienced professionals who oversee marketing teams and ensure the execution of comprehensive marketing plans to align with company objectives.

VP of Marketing

Senior executives responsible for shaping and leading marketing strategy, driving brand growth, and overseeing multi-channel marketing efforts.

Head of Marketing

Leaders responsible for managing marketing teams, setting strategies, and ensuring the alignment of marketing initiatives with the company’s overall business strategy.

Marketing Managers

The go-to people for implementing marketing campaigns and leading teams to execute marketing plans effectively, especially within the e-commerce and digital marketing sectors.

Creative Director

Visionaries who lead creative teams, develop compelling brand narratives, and ensure all creative output aligns with brand identity and business objectives.

Brand Director

Experts in building and maintaining strong brand positioning, overseeing brand strategy, and ensuring consistency across all brand touchpoints.

Brand Manager

Hands-on professionals responsible for executing brand strategies, managing brand communications, and ensuring alignment with market trends and business goals.

Brand Strategist

Specialists in defining and shaping brand identities, developing brand messaging, and aligning positioning with business objectives and consumer insights.

Agency Managing Director

Leaders of creative and marketing agencies who drive business growth, oversee client relationships, and ensure the successful delivery of strategic and creative solutions.

Business Director

Senior professionals responsible for business development, client partnerships, and ensuring the commercial success of marketing and creative projects.

Account Director

Key client relationship managers who oversee strategic accounts, ensure project success, and act as the bridge between clients and internal teams.

Whether you need executive search for a marketing director or a CMO, we’re here to connect you with top-tier marketing 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 marketing talent for your next hire.