Helpful principles for getting the word out about your open position

Is your search team unsure where to begin with getting the word out about the ministerial opportunity at your church? Or has the search team started advertising, only to be disappointed by the number or caliber of profiles and resumes received? Perhaps journalist Malcolm Gladwell can help. In his 2000 book The Tipping Point: How Little Things Can Make a Big Difference, Gladwell explores what it takes for an illness, a trend, or a message to go viral. Here are the implications for a ministerial search:

First, notice of your congregation's search needs to reach what Gladwell calls connectors, mavens, and salespeople. Connectors know and keep up with a wide swath of friends and acquaintances, simply because they enjoy the interactions. Mavens seek and share information, eager to improve the lives of those around them through the distribution of what they've learned. And salespeople persuade not just through their words, but also through their way of being in the world. Identify these three types of people in your search team/congregation's circles of influence - and there might be overlap - and leverage their natural amplification tendencies.

Second, ensure the notice about your open position that you give to your connectors, mavens, and salespeople is "sticky." Make it memorable by staying away from generic descriptors about your church ("welcoming," "loving," etc., even though these words hopefully apply to your congregation!) and hooking potential candidates with a compelling story or information about a ministry that is unique to your church.

Third, find the contexts in which candidates who might be good matches for your church are looking for position postings. Use official denominational channels. Buy space or airtime for your search announcement in print/online publications or on podcasts that your kind of pastor might be reading or listening to. Have your connectors, mavens, and salespeople work their contacts at the seminaries whose theologies align well with your congregation's and the conferences that potential candidates might attend. Use all of these outlets to push your sticky search message.

While your open position will not be a great fit for everyone who finds out about it, leaning on connectors, mavens, and salespeople, creating a sticky message, and seeking out the right contexts for identifying candidates whose skills and beliefs line up well with your church's needs will give you an ample stack of potential matches to consider.

Photo by Michał Parzuchowski on Unsplash.