Finding the right marketing leader for SignVideo UK

The challenge

SignVideo UK had been recruiting directly for a Head of Marketing since August, but progress had been slow. The team had reached offer stage twice. On both occasions, the candidates ultimately chose to remain with their current employers after receiving counter offers.

Several months later, the role was still unfilled and the leadership team needed to move forward. That’s when SignVideo UK approached Denholm for support.

Our approach

From our first conversation, it was clear that this was a genuinely exciting opportunity. SignVideo is a purpose-driven business focused on transforming the lives of the deaf community through inclusive communication. The organisation had also recently been recognised as one of the UK’s Great Places to Work, which spoke volumes about the culture they had built.

After discussing the search in detail, we identified three areas where we could add real value.

Employer brand awareness

Within the wider marketing community, awareness of SignVideo UK and its parent company, Sorenson Communications, was still relatively limited. That meant many strong candidates simply hadn’t come across the opportunity.

Interview process

The existing interview process was efficient and streamlined. For this senior leadership appointment, candidates needed more time to understand the organisation, meet key stakeholders and properly reflect before making a career decision.

Market positioning and salary alignment

We shared salary benchmarking and market insight to make sure the package reflected current expectations. Getting this right early helped strengthen the proposition and reduce the risk of candidates being pulled back by counter offers.

BrandBox campaign

We created a tailored BrandBox campaign highlighting SignVideo’s purpose, values and culture. It was shared across our LinkedIn network of more than 43,000 followers and used as part of our direct outreach to senior marketing professionals.

The campaign helped us reach experienced people who had never seen the original advert and bring the opportunity to life for candidates who were open to the right move.

Specialist network

Alongside the campaign, we carried out a focused search across our specialist marketing network, identifying people with the right experience and a strong connection to the organisation’s purpose and culture.

Interview experience

We also suggested introducing a second-stage interview with an in-person meeting. This gave the preferred candidate time with the team, an opportunity to experience the office environment and space to ask any remaining questions.

The outcome

Within a few weeks, we introduced three highly credible candidates. None of them had come across the original direct advert for the role.

Each brought strong leadership experience and genuine interest in the organisation’s mission. Feedback from the hiring manager was extremely positive, with all three considered capable of stepping successfully into the position.

An offer was extended before the end of January and accepted shortly afterwards. The successful candidate joined the business soon after and has already made a significant impact.

Client feedback

“We can’t recommend Denholm Associates highly enough.

Since August we had been searching directly for a Head of Marketing. We reviewed many unsuitable candidates and on two occasions extended offers which were later withdrawn after counter offers from their employers.

We met Marisa in mid-December to ask for support. She was flexible, personable and professional from the outset. Despite the Christmas period, Denholm identified three excellent candidates in less than a month and we felt confident any of them could have been a great Head of Marketing for us.

Before the end of January we extended an offer which was accepted. Our new hire has already proven to be a tremendous asset to the business. Our only regret is that we did not work with Denholm sooner.”

Candidate feedback

“Marisa was extremely helpful throughout the entire recruitment process. She was honest, supportive and always took the time to answer my questions thoughtfully.

She gave me clear insight into the role and the company culture, and helped me understand how my experience aligned with what they were looking for. That meant I felt confident and well prepared at every stage.

I really appreciated her transparency and guidance and would highly recommend working with her.”

Jamie Hou, Head of Marketing (UK), Sorenson Communications

The value of working with Denholm

• Market insight and salary benchmarking to ensure the role was competitive
• Repositioning the opportunity to reach passive marketing talent
• Refining the interview process to support stronger decision-making
• Reducing the risk of counter offers
• Filling a long-standing leadership vacancy through Denholm’s specialist marketing network

The result was a successful hire and a smoother, more confident recruitment process for everyone involved.

Explore the expertise behind the search

SignVideo’s search brought together employer brand, market insight and specialist marketing recruitment. Explore our Marketing, Communications & Creative expertise, discover Denholm’s work across Technology, or learn more about our approach to recruitment.

Or, if you’d rather just have a conversation, call us on 03303 359 818 or email connect@denholmassociates.com.

 

More questions worth asking...

Why aren't the right candidates responding to your job advert?
The problem may extend beyond the advert itself. Candidates also weigh up the organisation, salary, opportunity, culture and what a move could mean for their career. In SignVideo's case, employer brand awareness was limited among the wider marketing community, so part of the search involved bringing the organisation and its purpose to people who hadn't encountered the original advert.

What can you do when counteroffers keep derailing a search?
Look at what is happening before offer stage. Salary positioning matters, but candidates also need enough time and information to become invested in the opportunity. SignVideo had already lost two candidates to counteroffers, so Denholm reviewed the market positioning and helped reshape the interview experience as part of the new search.

Does the interview process affect whether senior candidates accept?
Absolutely. Senior candidates are assessing the business just as carefully as the business is assessing them. Time with key stakeholders, an opportunity to experience the working environment and space to ask candid questions can all influence the decision.