Take the direct approach to an independent board seat

In this article, I want to share what I believe is the most successful but underutilized way to gain an independent board seat, that is by approaching an organization directly. For those of you who are spending vast amounts of your time looking for advertised board roles or working with recruitment firms, there is another pathway to a board seat that you should consider.

Statistically, at least 15% of people are appointed to a board by taking the direct approach. Whilst this figure may not initially sound encouraging, the fact that it is a less-traveled path is precisely why this approach is so successful. If your approach is methodic, realistic, and authentic, you too can be rewarded with successfully obtaining a board seat. Better still, with an organization likely to be a more suitable fit.

A large number of board roles are not advertised

At any moment in time, there are hundreds of unadvertised board roles available, just waiting for the right proactive candidates to find them. Add advisory board roles and committee member positions into the mix, and the numbers will likely increase into the thousands. They are local, national, paid, and voluntary. If your approach until now has been reactive, it is likely your focus has been on advertised board positions or those being managed by recruiters. By doing so, you may not have even extended yourself to consider the full spectrum of available board types and board roles.

There are many organizations that have standing vacancies on their board that they rarely, if ever, advertise. They are always on the lookout for the right individuals to serve on their boards. Other organizations refrain from spending time and money by advertising their board vacancies. In the past, they have recruited successfully through networking and word of mouth, so they will prefer to keep it that way. Unless their charter stipulates they do so, many board chairs find it more convenient and less stressful to avoid a formal recruitment process.

Why is the Direct Approach to an independent board seat so successful?

Taking the direct approach to a board seat works for several reasons:

• • You find board opportunities you would not have found through traditional means, such as an advertisement or a board-matching website.
  • Because the role is not advertised, you are likely to be just one of a handful of candidates, if not the only candidate, and therefore, there is less competition for the position.
  • If you are not the only candidate, your proactive efforts will not go unnoticed, setting you apart from the other candidates.
  • There is another, less apparent reason why this approach works. You are making the process easier for the Chair and the organization. If you have been involved in any formal recruitment process (executive or non-executive), you will know it is time-consuming, costly, and resource-intensive. Boards often want to avoid these if they can.

How to take the direct approach to a board seat

The direct approach to an independent board seat is similar to the process you would take when developing any professional relationships.

STEP 1 – Have a list of target organizations

Develop a list of organizations you want and can be appointed to. Start with at least 6-12 realistic target organizations. Ask yourself these 8 questions when compiling your list:

• • What type of board opportunities are out there?
  • What are your passions?
  • Where do you live?
  • Do you need to get paid?
  • Who is going to value your skills?
  • How valuable are your connections?
  • How much time can you dedicate?
  • How competitive are you?

STEP 2 – Conduct research

Approaching an organization that doesn’t know you and that you need to learn more about will only result in disappointment. You need to be well prepared.

Extensive research will provide you with the following:

• • Critical insights into the organization and the industry they operate
  • Opportunities to show where and how you can be of value
  • References to people, events, or experiences that both you and the organization have in common
  • Ways to demonstrate your passion for the organization

STEP 3 – Approach the right person

We know that in most cases, the Chair is the ultimate decision-maker, and sooner or later, you will have to speak with them. However, this may not be the right time. The Chair is the person you are likely to have only one chance to impress, so don’t blow it here. Select another target, such as a board member, to approach first. If all goes well, they will recommend you meet with the Chair.

STEP 4 – Know your Board Pitch

Know and practice your board pitch or elevator pitch. Remember, you must then be able to define your value at board level. Be clear about what you have to offer and your unique selling point (USP). It should be a part of why you approached them in the first place. Have your Board CV ready in case you are asked to provide it. Not being able to provide one will show that you are not serious about serving on their board.

STEP 5 – Know what to say & how

Most initial introductions will occur via LinkedIn or email. Very few people will thoroughly read a 2,000-word introduction email. In the best-case scenario, they might skim over it. Writing a concise message demonstrates your respect for their time.

Don’t spam organizations with a generic email or LinkedIn request. Use your research to personalize the content. Try to keep the email to three to four paragraphs:

• • Opening: Email greeting and pleasantries
  • Paragraph 1: A quick introduction and summary of why you are reaching out.
  • Paragraph 2: A few sentences about yourself, any mutual connections, and any past experiences that could be relevant to the reader.
  • Paragraph 3: Use your newly acquired knowledge to address any challenges the organization may face and offer solutions, including how you can help.

Please don’t leave it there.

• • Follow the organization on social media and company LinkedIn pages, and keep up with industry news and notifications.
  • Sign up for their newsletters.
  • If you have made a connection with an individual, nurture that connection.
  • Volunteer with the organization or attend their events.
  • If a board position is not currently available, you want to be on the radar of the right people when one does.

My best advice

We are all busy, professionally and personally. So, my best advice for gaining a board seat is to apply the 80/20 Rule. Spend 80% of the time you have available on tasks likely to have the most significant impact. That time should be spent mastering the direct approach to an independent board seat. Leaving 20% of your time and effort to chase advertised board roles and recruiters.

Teaching how to apply the direct approach to finding and extensively in our Board Appointment Training Series. The 18-module online training series and the How to Unlock Hidden Board Opportunities masterclass are exclusive to our Board Appointment Coaching Program PLUS.

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