Research can help you get a seat on a board

Research is one of the most important things you can do to get a seat on a board. When done thoroughly, it can open board opportunities, help you refine your board aspirations, give you an edge over other candidates, make you memorable, and ultimately get you that board seat.

When should you conduct your research?

Understanding when to conduct board research is just as important as knowing how to do it well. The earlier you start, the less time and effort you will waste chasing unrealistic goals. Focusing on the right goals and board roles, ones that match your skill set, is key to successfully gaining a board seat. This is only possible through research.

In addition, research is critical at several key stages in the board appointment process. Failing to research, or doing so at a lackluster level, will leave you floundering with the other candidates. Here are those occasions when you must conduct research.

#1 – When searching for suitable board roles

Research can help you find advertised board opportunities; however, it’s even more effective for discovering hidden board opportunities. Research is critical when taking the direct approach to getting on a board, the most underutilized but successful way of gaining a board seat. Compiling a list of organizations you want to be appointed to, identifying the people you should speak with, and gathering useful insights for those conversations is only possible through extensive research.

#2 – Prior to contacting an advertiser or headhunter

The person you are about to reach out to will likely have input into who makes the shortlist, so you want to make the right impression. You will also have limited time to make that impression. Researching the organization and role they are recruiting for will help you to prepare and impress with insight, commitment, and confidence. I also recommend taking some time to research the individual if their name is listed on the advertisement. This may uncover common ground you can reference to make the conversation smoother or you more memorable.

#3 – Prior to submitting a board application

You must research before submitting each and every board application. Research provides insights you can use to differentiate yourself from other candidates. If you can’t do this, your application will join the pile of candidates unlikely to get an interview, let alone a board seat. I have reviewed thousands of board applications, and the candidates who stand out are those who have clearly done their homework and woven that research into their board resume and cover letter.

#4 – Prior to a board interview

You have made it to the interview stage, but you are unlikely to be the only capable candidate. You need to persuade the interview panel of two things: first, that you can confidently perform the role, and second, that you are the right fit for their Board. By drawing on what you learned during your research, you will show your passion for and commitment to the organization and the role.

How research helps you get a board seat

First, thorough research gives you the insights to stand out at every stage of the board appointment process. Let’s face it; this is a highly competitive process at every stage. You must separate yourself from the other candidates (on paper and in person) to make the interview shortlist and win the appointment. You need to show gatekeepers you are the right person for the role and convince the chair you are not a risk to the Board and the organization.

Using your research strategically can strengthen your performance at every stage of the board application process. You will come across as proactive, intelligent, informed, connected, and passionate. These are all qualities that chairs look for in a new director.

Secondly, the most compelling reason why research has such an impact is that very few candidates will undertake the level of research required. Anyone can take a little time and effort to do some basic online research. In my experience, however, less than 5% of candidates do the kind and scope of research that makes a difference to their board application and pitch.

Start with online research

Comprehensive online research, the level required to get on a board, involves far more than scrolling through a handful of websites. You need to deep dive into the organization, the industry, the business environment, the Board, and the role.

Research the organization

• Visit the organization’s website. Pay particular attention to the About, History, News, Governance, and Events pages. Download any product brochures, sales information, and company documents and reports.
• Study their company pages on LinkedIn, Facebook, Instagram, and X (formerly Twitter).
• Read customer reviews and comments on social media.
• Analyze the organization’s performance.
• Note any past, current & future issues.
• Search external sites for recent and past news articles.
• Sign up for newsletters and social media feeds.

Research the competition, the market, and relevant industries

• Identify the major competitors and what they do differently. Complete a competitor analysis for these major players. Save time by using your favorite AI tool, such as ChatGPT or Claude, for these tasks.
• Research any relevant industry bodies and professional associations to gain more insight.
• Determine what macro issues or events the organization faces.
• Are there any regulatory issues the organization needs to address or comply with?

Researching the Board and the role

• Research the current and past board members. Look at their background and experience. Make note of any common connections or experiences. 
• Identify the Board’s role, responsibilities, and whether any specific skills are required to serve on the Board.
• Identify any skills or knowledge gaps on the Board. Your research on the competition, markets, and industry will help with this.
• Look at members’ tenure and turnover.
• Find out if there is currently a vacancy and, if so, why?

In-person research takes it to another level

If you want to get on a particular board, you should always consider in-person research. Most candidates never consider it, but when done right, it can be a game changer. Yes, it will be time-consuming. But if you have time and commitment, it will make you a more exceptional candidate and may also lead to other Board, personal, or professional opportunities.

In-person research involves Engaging and Connecting

Engaging

You can engage with the organization in several ways:

A physical visit: If the organization has a physical presence, such as a shopfront, facility, or office, visit them. Observe what they do and how they serve their customers.

First-hand experience: Look at or purchase the organization’s product or service. If the organization’s products are sold or presented alongside the competition, compare the competition’s products and presentation.

Actively analyze promotions:

1. If the organization advertises, look for published adverts and watch television and social media campaigns.
2. Consider the organization’s target market and the effectiveness of its marketing campaigns.
3. Compare their competitors’ campaigns.
4. Engage in a campaign or promotion where possible.

Contributing: Does the organization offer the opportunity to volunteer? The commitment could be short-term or long-term, and it could include committees, event support, community support, or pro bono work.

Connecting

Connecting involves developing informal relationships with people within or related to the organization or board. This includes current and past directors. These connections can provide invaluable insights and information you can use at every stage of the board appointment process. At the very least, these connections often open doors to new opportunities.

Your interest in sitting on their Board offers an authentic and legitimate reason to reach out to directors. During the conversation, ask whether they can recommend other people you should talk to. Then, find them on LinkedIn, request to connect, and see if they are happy to have a conversation with you. These referrals add to the quality of your in-person research and expand your network.

Board Research Checklist

Use this checklist before applying or interviewing for a board seat:

1. Online research: Review the organization’s website, annual reports, and recent press coverage. Do the same for competitors.
2. Financial health: Examine budgets, audit findings, and IRS filings for red flags or growth opportunities.
3. Board composition: Identify current directors, their backgrounds, terms, and open seats. Identify past board members and reach out to see if they’re open to having a chat.
4. Mission fit: Map your skills and network to their strategic priorities.
5. In-person research: Attend events or volunteer to observe culture and operations firsthand. Go on a secret shopper exercise.
6. Gatekeepers: Connect with or follow nominating committee members, chairs, and recruiters via LinkedIn.

In Summary

If you conduct comprehensive online research, you should be able to differentiate yourself from other candidates competing for any board seat. However, thorough in-person research will give you insights that reveal your true value and depth of commitment. This extra step will help you get noticed and put you well on your way to earning a board seat.

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