Some buyers create an image of Search Consultants in a single dimension, effectively turning them into a commodity. They can then proceed to buy executive search on price (as search consultants all search and find "people" anyway). In these challenging times price will of course be a factor, but price should never be the cause of a rejection – unless the consultant cannot establish and communicate the value and ROI the delivery of his service will bring to the client.

The same applies to job boards and social networks such as Linkedin and Xing. Their success perverts their purpose, and leads to an increasing commodification. Most of the executives I know do not give a damn about Linkedin or Xing anymore, unless they are really, really desperate for a job. We use these sites and networks only as a passive resource, even if a recruitement researcher with good knowledge of Google’s scripting language can run circles around the benefits of a Linkedin or Xing membership.

Furthermore, I am astonished by the ratio of irrelevant applications to positions posted on job boards and networks such as Linkedin (if those "open" positions are genuine to start with). Nick Corcodilos has some excellent posts in his blog on this subject.

To escape a one-dimensional image, Search Consultants must control their marketing and message. Their communication has to be laser-focused and singular, and their positioning should be narrow. I always stress I mainly work in the emerging markets zone, with a majority of assignments in technology.  Though it sounds counter intuitive and contrarian: no one who tried to be many things to many people succeeded (except in the rare case of GE). To think you are above the fundamental marketing principle of focus, you’re headed straight for crapshoot.

The meat markets of recruiting are roamed by headhunters, those who won’t focus, and don’t have a clue of value creation, pricing and ROI. Those consultants surrender the control of their marketing and image to the buyer who, for reasons of convenience, but mostly of ignorance, will then issue a request for “bids”. This for a critical and sensitive service assumed to be similar to tenders for computers, car fleet extensions, office furniture, wall paint, toilet paper and so on… 

Stay out of the Meat market. Take control of your marketing, hone your message, focus and do not be many things for many people.