Executive Search Firm
Focus Group Study
In this case study, I partnered with one of the nation’s leading executive search firms to uncover the unique needs of HR executives when selecting a search firm for top-level talent searches. The data gathered through focus groups helped the client refine their marketing strategy, crafting messaging that deeply resonated with their target audience, ultimately driving more inquiries from HR executives and solidifying their position as a trusted partner in the talent search industry.
The Challenge
One of the nation's leading executive search firms wanted to better understand the unique needs and expectations of HR executives when partnering with a search firm to hire top-level talent.
Our goal was to uncover the specific pain points, priorities, and decision-making factors HR executives consider when selecting a search firm for high-level talent searches
The Solution
Phase 1: Recruitment
We recruited two groups of high-level HR executive staff from across the country, including representative of leading US companies (Sysco, Princeton, large medical and technology companies).
Phase 2: Focus Groups
We developed a focus group protocol that served two purposes: To learn more about HR leaders’ beliefs and needs, and to elicit on-the-spot feedback when presented with various search firm marketing materials.
Phase 3: Data Analysis
Video recordings, transcripts, and data insights were shared with the CEO and leadership of the executive search firm to inform website and marketing material development targeted at HR professionals.
The Results
We discovered that HR executives prioritize not only a search firm’s expertise but also their ability to understand the unique culture of their organization and align talent acquisition strategies accordingly.
With these insights, the executive search firm was able to refine their marketing messaging, creating website content and social media campaigns that resonated deeply with HR executives, showcasing their understanding of the HR executive’s needs and challenges.