What Is Market Mapping — And Why It Matters

In senior-level hiring, success rarely comes down to who applies for a role.

It comes down to who you know exists in the market — and how well you understand them.

That’s where market mapping plays a critical role.

What Is Market Mapping?

Market mapping is the process of systematically identifying and analysing talent across a defined sector or function.

In publishing, this typically includes:

• Key individuals across literary agencies and publishers
• Leadership structures and reporting lines
• Tenure trends and career trajectories
• Emerging talent and future leaders

Across the UK publishing ecosystem — shaped by organisations such as the Publishers Association and the Association of Authors’ Agents — understanding where talent sits is essential.

It goes far beyond a list of names.

Done properly, market mapping provides a live view of the talent landscape — not just who is visible, but who is influential, stable, or potentially open to change.

Why Traditional Hiring Falls Short

Many organisations still rely on:

• Job ads
• Inbound applications
• Existing networks

At senior level, this approach is limiting.

The most relevant individuals are often:

• Not actively looking
• Highly valued within their current organisations
• Selective about opportunities

Without a clear map of the market, hiring becomes reactive — and often constrained.

From Recruitment to Intelligence

Market mapping shifts the conversation from:
“Who has applied?”
to
“Who should we be speaking to?”

This enables clients to:

• Target specific individuals rather than broad audiences
• Benchmark talent against competitors
• Understand where experience sits across the market
• Identify gaps in their own leadership structure

It turns recruitment into a strategic, insight-led process.

Supporting Present Hiring Needs

When a role becomes live, market mapping allows for:

• Faster, more focused searches
• Access to passive candidates
• Stronger shortlists aligned to the brief

Rather than starting from scratch, you’re working from an informed position.

Planning for the Future

The real value of market mapping often lies in what it reveals over time.

For example:

• Where succession risks may exist
• Which individuals are likely to step into leadership roles
• How long key talent typically remains in post
• Where competitors may face similar gaps

This allows organisations to plan ahead, rather than react under pressure.

A Competitive Advantage

In a sector like publishing — where relationships, reputation, and experience are critical — understanding the talent landscape is a genuine competitive advantage.

The organisations that invest in this insight are better positioned to:

• Make confident hiring decisions
• Engage the right people at the right time
• Build sustainable leadership teams

Final Thought

Market mapping isn’t just about supporting a single hire.

It’s about building a clearer picture of the market you operate in — and using that insight to make better decisions, both now and in the future.

If you’re planning a senior hire or reviewing succession, Mosaic Search & Selection specialises in Publishing Recruitment and works closely with clients to provide insight into the evolving talent landscape.

For a confidential discussion, please contact Tim Dare on 01242 239147 or via email at timdare@mosaicss.com.