What Your Words Say About Your Firm: How to Sound Like Executive Search (Even If You're Not There Yet)

Executive Search vs. Contingency Recruitment: It’s Not Just the Process

We often think the main difference is how we work – exclusivity, retainers, proactive vs. reactive sourcing. And while that’s true, your language also tells the story.

Here’s the reality:
Most clients will scan your website, LinkedIn, or messages and judge your positioning in seconds.
Are you transactional or strategic? Junior-level or boardroom-ready? Do you “advertise jobs” or manage “assignments”?

The words you use will often place you in one of these three categories:

• Contingency recruiter – fast, volume-based, CV-push approach

• Hybrid – somewhere in-between, offering both models

• Executive search – strategic, research-driven, focused on leadership

Words That Signal Executive Search

If you want to be perceived as a retained executive search consultant, your language should reflect that. Here’s what typically appears on retained firms’ websites and proposals:

Terminology:

• Executive Search / Executive Recruitment

• Retained search / Upfront fee / Exclusive mandate

• C-level / Board / Leadership roles

• Assignment / Search project / Briefing

• Shortlist / Longlist / Research

• Market mapping / Benchmarking

• Partner / Principal / Associate

• Leadership consulting / Succession planning / Advisory

Job titles in executive search firms often include:

• Researcher / Associate / Principal / Partner / Managing Consultant

Style:

• Emphasis on partnership, strategy, and insight

• References to market understanding, cultural fit, and long-term value

• Less “salesy” tone, more of a consultative voice

Words That Signal Contingency / Transactional Model

Even if you're great at what you do, using the wrong words can signal lower-value recruitment. Here’s what tends to put a firm in the contingency bucket:

Terminology:

• Job vacancies / Job adverts

• Staffing / Hiring agency

• Commission-based / Success fee only

• Sourcing / Resourcing / Talent acquisition

• Candidate CVs sent to client

• Submit / Apply / Register

• Contract / Temps / Fast placement

Job titles in contingency firms often include:

• Recruiter / Recruitment Consultant / Resourcer / Sourcer / Talent Partner

Style:

• Focused on speed, quantity, and delivery

• More “push” than “consult”

How to Shift Towards Executive Search Positioning

You don’t have to change your entire business model overnight. But you can start by adjusting your language, tone, and how you describe your work. Here’s how:

1. Replace “recruitment” with “executive search” (where accurate)

Even if you offer both, make sure senior-level roles are clearly marked as “executive search assignments.”

Instead of:
“We help companies hire senior talent.”
Try:
“We support business-critical leadership appointments through tailored executive search solutions.”

2. Rename your services strategically

• “Candidate sourcing” → “Market mapping and proactive search”

• “Job description” → “Assignment brief”

• “Send CVs” → “Present longlisted and shortlisted candidates”

• “Recruitment consultant” → “Executive search partner” (or simply “Consultant”)

3. Use titles that carry executive gravitas

If you're building a team or updating your own profile, consider:

• Principal

• Partner

• Research Associate

• Managing Consultant

Avoid titles like:

• Resourcer

• Sourcer

• Senior Recruiter (unless it’s tied to exec search)

4. Drop generic visuals and language

If your website or LinkedIn page says things like:
“We fill roles fast!” or “Browse our job board”
…you’re automatically signaling a contingency model.

Instead:

• Remove public job listings (or move them to a separate section)

• Add thought leadership, case studies, and testimonials

• Focus on value, not volume

Why This Matters

Clients hiring for critical roles want a partner, not a CV-pusher. And even if you offer great value, perception is everything.

The right words can:

• Increase your chances of landing retained work

• Attract senior-level candidates who expect discretion and depth

• Position you as a trusted advisor – not just a recruiter

Final Thoughts: Words Create Perception – and Perception Creates Trust

Whether you’re already doing retained search or just stepping into that space, aligning your language is one of the most powerful moves you can make.

It costs nothing to reposition how you present yourself – and it can change everything about how clients and candidates engage with your brand.