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By Stephen Lepitak, -

September 7, 2013 | 2 min read

Fashion retailer Lyle & Scott is set to appoint its new CEO through use of a social media campaign to identify the ideal candidate.

The owners of Lyle & Scott has hired recruitment firm Beringer Tame to fill the £250,000-a-year position, with the instruction that they are “tech aware” and “social media literate”.

This has led to the creation of the #NextGreatLeader hash tag which will be used to raise awareness of the search and encourage potential contenders for the role to apply with their CV or Linkedin Profile.

Patrick Tame, CEO of Beringer Tame, explained that the process will also see relationships built with applicants as they are invited to complete tasks using Vine and Pinterest.

“With tools like Pinterest, Vine and Twitter you can ask candidates to demonstrate their ability in the terms set by social media. Can the applicant sum up the company’s brand in 140 characters? Can they produce a witty video? Does their sense of taste chime with the brand values of the company? Can they keep a golfing brand sexy?” he added.

James Minter, from Lyle & Scott admitted that there was no template to follow, which made the process a risk.

“We really are breaking new ground so it’s difficult to predict exactly what will happen but ultimately Sue islooking for someone out of the ordinary and so it makes total sense to look for that person in an unusual way. There is a big difference between a manager and a leader. Lyle & Scott is looking for a leader and social media should play to that person’s strengths. Will it get to the right people? Yes because those too boring to engage in the process will be the wrong people anyway. As the campaign literature says – “corporate journeymen need not apply,” he explained.

An online video explaining the thinking behind the campaign has also been added to the Lyle & Scott website ( see above).

The search for a CEO using social media follows the BBC’s search for a new Blue Peter presenter earlier this year using a similar process.

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