Seven years of expert content, and the meetings that launched a new office in Hong Kong.
One of the top three global recruiting companies has published its practice leaders’ thinking for about seven years, and a launch campaign secured the client meetings that got its new Hong Kong office off the ground.
The firm's best thinking stayed in the room.
The firm is one of the top three global recruiting companies, and its practice leaders advise boards and CEOs on leadership every day. That expertise is why clients hire them. Very little of it reached the people who hadn't worked with the firm yet.
Partners are busy. Writing a regular article was never going to come before a live search. So the question was simple: how do you position the firm's leaders as the thought leaders they already are?
A second question followed. As the firm entered new markets and sectors, it needed a way to show clients there that it understood their world before the first meeting.
Our partners will always put a live search ahead of writing an article, so 26 Characters built the program around that. A short interview becomes a piece in the partner’s own voice, and they’ve kept it going for years. When we entered new markets, they were the first people we called.
We interviewed the experts and wrote what they knew.
We set up an ongoing blog built on interviews with practice leaders. Each conversation became an article in the leader's voice, from broad pieces on leadership to trends in specific industries. We have kept it going for about seven years.
When the firm expanded into Hong Kong, we built a thought leadership campaign around it: reports, white papers and other materials that showed the range of the firm's insight to potential clients there.
For the consumer goods sector, we combined industry research with the firm's leadership insight in a ghostwritten white paper on the changing role of the CEO in consumer packaged goods.
In 2026, the work expanded again: a pilot bringing two or three of the firm’s leaders onto LinkedIn in their own voices, starting with content for International Women’s Day.
Regular conversations with practice leaders, captured in their own words.
Articles on leadership and industry trends, published for more than seven years.
Reports and white papers that introduced the firm's insight to clients in a new market.
A white paper on the changing role of the CEO in consumer goods.
Seven years running, and a new office launched on it.
For about seven years, the blog has given the firm’s practice leaders a public voice and lent authority to the brand, moving readers from interest to engagement, and from engagement to becoming clients.
In Hong Kong, the firm arrived with interest and respect from clients looking for market-specific know-how. The campaign materials helped secure the client meetings that got the new office off the ground.
The consumer goods work, a white paper and a blog series on the characteristics of great CPG leaders, became a resource for generating leads and earning trust, and helped the firm secure meetings in that sector.
The services behind this story.
Each one works on its own, or as part of a bigger plan.
Your experts' thinking, turned into long-form pieces for your site and LinkedIn.
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