One of the most useful pieces of work in hiring often happens before a role even goes to market.
Market mapping.
It’s also one of the most underused.
What market mapping actually is
At its simplest, it’s a structured view of:
- who the relevant people are
- where they sit
- and how they compare
Not just a list of names.
A proper picture of the market.
Why it matters
A lot of hiring processes start with a brief that feels clear.
But once you get into the market, things shift:
- the level isn’t quite right
- the pool is narrower than expected
- or the “ideal” candidate doesn’t really exist
That’s when time gets lost.
Market mapping helps avoid that.
What it gives you
Done properly, it gives you:
1. A realistic view of the market
Who actually exists, at what level, and doing what.
2. Clarity on what “good” looks like
Not in theory — in practice.
3. A sense of competition
Who else is likely to be targeting the same people.
4. Insight into how to position the role
What will and won’t attract the right candidates.
Where it adds the most value
It’s particularly useful when:
- the role isn’t completely straightforward
- you’re hiring into a new or evolving function
- or you want to be more targeted in your approach
In those situations, going straight to market can be quite reactive.
Mapping first makes everything more deliberate.
It’s not just for senior hires
Market mapping is often associated with very senior roles.
But in reality, it’s just as useful at mid-level where:
- candidate pools can look quite similar
- and it’s not always obvious who stands out
Having that clarity upfront makes the process much quicker.
How it fits alongside a search
A lot of mapping happens naturally as part of a retained search.
But it can also sit on its own.
For example:
- before a role is defined
- as part of business planning
- or to support internal hiring decisions
Final thought
Hiring tends to be quicker and more successful when there’s a clear view of the market from the outset.
Market mapping isn’t about overcomplicating things.
It’s about:
- reducing guesswork
- improving decisions
- and giving you a clearer starting point
Which usually saves time later on.
How we tend to use it
In practice, this can sit in a couple of different ways:
- as a standalone piece of work to build a clear view of the market
- ahead of a search, to make sure the role is set up properly before going out
- or as part of a retained process where that insight feeds directly into the hire
If it’s something you’re considering, happy to talk through how it might fit depending on what you’re trying to do.
