The Hidden Board Market: Why Networking, Not Ads, Will Land You a Seat at the Table
Most aspiring and experienced directors are going about their board search the wrong way. They’re relying almost entirely on the advertised market, applying for roles they find online, and wondering why they keep missing out.
The truth? The vast majority of board appointments happen behind closed doors. They don’t get advertised. They get offered.
“Most board roles are never advertised. If you’re not networking, you’re not in the game.”
If you’re not investing in your networking strategy, you’re effectively locked out of the real board market.
The Reality of Board Appointments
Board seats are not handed out at random. They come through layers of trust, reputation, and consistent presence in the right circles. Chairs and directors want to know you’re a safe pair of hands. And that takes time to demonstrate.
The Australian Institute of Company Directors’ (AICD) own research highlights that most board opportunities are never advertised. AICD’s Board Diversity Report (2024) found that word-of-mouth referrals and trusted networks remain the number one pathway into directorships, particularly in ASX-listed and high-growth private companies.
As The Australian Financial Review recently observed, “appointments are still overwhelmingly driven by private introductions, not public processes.”
This is the reality. If you are not in the right rooms, you are not even in the running.
Why Most Directors Fail at Networking
Let’s be blunt: many directors simply don’t put themselves out there.
- Fear of rejection: Some don’t want to hear “no” so they avoid putting themselves forward at all.
- Lack of consistency: They show up once or twice and expect results. Networking is a long game.
- Failure to invest: They baulk at the cost of memberships to serious business networks and miss the chance to meet decision-makers.
- Transactional mindset: They approach networking with “what can I get?” instead of “what can I contribute?”.
The result? They miss out on the unadvertised board roles that account for more than 80% of appointments in Australia.
“If you can’t afford networking memberships, you’re probably in the wrong game.”
Networking That Works
The board search market is littered with people who think attending the same AICD events or Women on Boards sessions will be enough. These events have their place, but let’s face it, they’re full of people chasing the same opportunities.
If you’re serious, you need to expand beyond those circles.
- Private business clubs: These are where founders, investors, and chairs meet to discuss opportunities before they hit the market. Clubs like CUB (Club of United Business) in Australia are becoming hubs for entrepreneurial board and advisory opportunities.
- Chambers of commerce: Still underestimated, but incredibly powerful for meeting leaders across industries.
- Professional intermediaries: Accountants, law firms, and corporate advisors are often the first to know when a board seat is opening. They’re the trusted inner sanctum.
- Sector-specific hubs: For example, the Gold Coast Innovation Hub runs walk-and-talk style networking events. One of my clients picked up multiple leads and two substantial board opportunities just by showing up twice.
“Board opportunities rarely come from search firms—they come from the trusted advisors already around the table.”
The Power of Repetition
Networking is not a one-off coffee meeting. It’s about repeated, meaningful interactions that build trust. Chairs and directors will rarely put their reputation on the line for someone they’ve only just met. They need to see you consistently, adding value, sharing insights, and showing up prepared.
This is why many aspiring directors fall flat. They show up once, tick the box, then retreat into their comfort zone.
To succeed, you need to be visible, memorable, and dependable over time.
Thought Leadership + Networking = Cut Through
Networking without visibility is only half the equation. You also need a strong thought leadership profile.
LinkedIn is a powerful platform for this. When people see you consistently posting, sharing insights, and adding value, you establish yourself as an industry authority.
This is what I call “boardroom positioning.” It’s about demonstrating that you understand the big issues, geopolitical risk, ESG obligations, AI disruption, and cyber resilience that boards are grappling with right now.
“Networking opens doors, but thought leadership makes people remember your name.”
When you combine both face-to-face networking with online credibility, you become a compelling candidate for unadvertised board seats.
Case Study: Breaking Through the Hidden Market
I recently worked with a senior executive seeking board roles. His initial approach was the traditional path: apply for advertised roles, attend AICD events, and hope something would land. He got nowhere.
We pivoted. He began networking at the Gold Coast Innovation Hub. By attending just two walk-and-talk networking events, he secured three significant opportunities, advisory roles, mentoring opportunities, and introductions to investors. None of these were advertised.
The lesson? Showing up in the right places changes everything.
How to Tap Into the Unadvertised Board Market
If you’re serious about building a board portfolio, you must:
- Invest: Pay for memberships to the right clubs and business networks—it’s not optional.
- Show up consistently: Not once, but often, until you are known and trusted.
- Add value first: Offer insights, connections, and support before you ask for anything.
- Refine your message: Be crystal clear on where you add value and what roles suit you.
- Leverage intermediaries: Build relationships with accountants, lawyers, and advisors who can refer you in.
- Build visibility: Use LinkedIn and other platforms to demonstrate thought leadership.
The Bottom Line
The unadvertised board market is where the real opportunities lie. But it’s reserved for those willing to do the work—network consistently, invest in the right rooms, and combine offline connections with online visibility.
“Most board roles are never advertised. They are offered to those already trusted in the room.”
If you’re still relying on advertised board roles, you’re already behind the curve.
👉 Register with the Tiger Boards Registry and start building your Board Portfolio in the right way.
