Resume 101 – The Do’s and Don’ts

So you’ve decided to go on the job search, that’s the first step in the process done! The next step is to update your resume. This can be quite painful for some, especially if it’s been a few years since the last tweak.

Questions I know I’ve asked myself whilst creating my resume are: What specifics should I highlight? How do I make it stand out? What language do I use? What tense do I use?! How much detail do I go into? How long will this take?! Job searching can almost be a full-time job in itself.

It can be quite overwhelming and a lot of asking Google questions. So I thought I’d get some advice from our Director Dene on how to whip up the perfect resume.

First things first – how many pages would you recommend a resume being?

I would say one to two pages depending on experience, there’s no reason why it should be more than two. The purpose of a resume is to secure an interview.

Should I go into more detail about my current role?

Depending on how long you’ve been in the role, it does make sense to flesh out the most current role in more detail as far as core competencies; you might have five achievements rather than say two to three.

How do I show my personality and work ethics?

I believe your work ethic will show in your achievements, and the language and layout used will demonstrate your personality. Be careful with creative formats, it can make it difficult for an HR manager or recruiter to read and understand what you do. I believe a simple straight forward resume is best, where it’s easy to ascertain what your key skills are.

Is there a certain style of language or tense that works best?

Simple and straight forward, and keep the same tense the whole way through. And please don’t talk in the third person!

Is there anything else I should add to my resume for extra impact?

I think the key is keeping your resume skills based, and easy for the viewer to understand what you do. We’ve seen some great resumes where there is a career history snapshot. It’s what I call the shop front window; treat the first page of your resume as if you were a retailer showcasing your best product. If the best brands you’ve worked for fall onto the second page, find a way to create a career snapshot on the front page. It acts as a hook – the reader wants to see certain brands and buzzwords, and when they see these, they are interested and read on.

Is there anything I absolutely should not say on my resume?

Honesty is the best policy. Let’s say you worked somewhere for only four weeks as it was a terrible experience, and so you take it off your resume. I think that says more about that experience than you probably want to say. You may be really unlucky and someone will know when you did that role, and then see it’s not on your resume. They will question your trust, your work ethics, and what kind of person you are. So always put it on there, it’s better to explain it rather than having gaps on your resume.

Also on your resume make sure you’re not displaying any confidential information about your previous employers, if there were specific stats on a campaign that you know they didn’t put in the public forum – don’t put it on your resume!

Should I tailor my resume for every job application?

Absolutely tailor your resume! It will do two things – firstly, it will determine if you really want to go for the role, if you can’t be bothered to tailor your resume, you don’t really want the job! I also find if you tailor your resume, it will be more relevant to the recruiter or hiring manager. It’s a no brainer, take the time to put your best foot forward rather than hitting apply – that’s just lazy!

What do employers look for on a resume?

Personally I look for good brands, consistency, and achievements. I want someone who has good tenures in each of their roles. It sounds old fashioned but it says that they chose the right role, they can work in a team, they see a project through – I don’t like big gaps in resumes. And on that note, I also don’t like spelling mistakes – again it’s just lazy!

What’s one common mistake you see on resumes?

The biggest mistake is what I call a renovated resume, which is when someone starts their resume 5 years ago, then every time they change their job they just add to it. What you end up with is a senior resume that looks like a junior resume as all they’ve done is add more and more.

Every time you change jobs you almost should start with a clean page; you will have a different perspective on those roles and even your language will have changed. Don’t renovate, knock it down, start again, and do it properly!

So there we are, our top tips for an awesome resume!

If you have any questions on your resume, or just need some advice, then pop us over an email or give us a call. We’ll be more than happy to help!

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Signs It’s Time to Hire a Marketer…and how to get it right

By Kristina Gerdov • September 3, 2025

For many growing businesses, marketing is often something that gets added to the to-do list of already busy managers or existing teams. A social post here, an email there, and maybe a campaign when there’s time. But without dedicated expertise, marketing rarely delivers the consistency and commercial results your brand needs to grow. If you’ve been wondering whether it’s time to bring in a dedicated marketing resource, here are the key things to consider and how to ensure your first hire is set up for success. 1. The Telltale signs If your demand generation has stalled, you’re struggling to convert interest into sales, or your brand presence feels disjointed, it’s time to stop relying on ad-hoc efforts. A dedicated marketer can build and execute a strategic plan that drives consistent results and positions your brand for long-term growth. 2. What to avoid It can be tempting to look for a “jack-of-all-trades” who can do a little bit of everything. The reality? Even the most talented marketer will struggle without clear goals and defined outcomes on what the business is looking to achieve. Hiring without clarity can lead to underwhelming results and frustration on both sides. Be specific about the expertise you need and the outcomes you expect. 3. Why this hire is so important to get right Your first marketing hire is more than just another role, it often lays the foundation for your brands future growth engine. The right hire can build momentum and shape how your future team evolves. The wrong hire however, can stall progress, waste budget, and leave you back at square one. 4. Fractional vs full-time Not quite ready for a permanent commitment? Fractional marketers can be a great short-term solution to get things moving while you build the case for a full-time hire. Just be clear on their remit. Fractional marketers are ideal for campaigns, projects, or interim support, but they’re not typically suited to long-term brand building or team development. 5. What kind of marketer do you actually need? Marketing as a discipline is broad, as are the tools used to reach your desired target audience. Do you need someone to drive digital acquisition, manage partnerships, develop content, or build brand strategy? Start by clarifying your business’s biggest priorities and pain points, then match the skillset accordingly. The clearer you are upfront, the better the outcome. 6. How to set them up for success Hiring the right person is only half the job. To see results and maximum impact, you need to set your new hire up for success. This means: Clear KPIs so they know what good Vs great looks like The marketing tools and access to the resources they need to deliver Integration into cross-functional conversations with key decision-makers from day one Bec Godkin, Senior Talent Partner says “Marketing can’t succeed in a silo. The deeper your marketer is connected across the business and understands the various levers that shape success, the greater their impact will be” Hiring your first marketer is an exciting step - it signals growth, ambition, and the desire to build something bigger. By being clear on what you need, avoiding common pitfalls, and setting your hire up for success, you’ll give your business the best chance to thrive. At iknowho , we specialise in helping brands make their first marketing hire. If you’d like to talk through what kind of marketer is right for your business, we’re here to help.

What is a Fractional CMO and could one be right for you?

By Kristina Gerdov • June 25, 2025

Discover what a Fractional CMO is, the benefits they bring, and how to know if hiring one is the right move for your business.

How personal branding can supercharge your job hunt in 2025

By Kristina Gerdov • May 13, 2025

In 2025, personal branding isn't just a buzzword – it's important for anyone navigating the job market. The uncomfortable truth is this; you're likely being Googled more often than you're being interviewed. In a digital-first world, your personal brand can potentially boost your career prospects. So how can you leverage it to stand out during your job hunt? 1. Your brand is what people say when you're not in the room Personal branding isn’t just about the polished version of yourself that you post on LinkedIn. It’s what others say about you when you’re not around. Consider how you’re being perceived online and offline. Is your brand consistent, authentic, and aligned with your career aspirations? What would potential employers say about you when they Google you? To start refining your personal brand, think about your values, your goals, and how you want others to perceive you. This means showcasing your strengths, yes, but also acknowledging your struggles and learning moments. Authenticity can give you a competitive edge. 2. Lead with curiosity, not just expertise Publicly asking thoughtful, insightful questions. It positions you as someone who is constantly learning, open to feedback, and not afraid to explore new ideas – a thought provoker and idea leader in your space. In the job hunt, this quality can set you apart from others who might be more focused on offering answers than asking the right questions. So, when you’re engaging with others online or in an interview, try focusing on asking questions that spark deeper discussions. Your curiosity and willingness to learn can make a lasting impression. 3. Your personal brand is about becoming known for the right things Remember, personal branding isn’t about trying to become famous. It’s about being known for the right things – the things that align with your career goals and the value you want to offer to employers. For job seekers, this means ensuring that your online presence and interactions reflect your expertise, passion, and ambition. When crafting your personal brand, be deliberate. Think about the skills, values, and personality traits you want to highlight. 4. Be consistent and intentional The foundation of a strong personal brand is consistency. Your personal brand is built in the small, everyday actions – how you engage with your network. Consistency in your interactions helps shape how people perceive you and helps create a brand that’s memorable. If you're job hunting, it's critical to show up consistently both online and offline. This includes engaging with industry professionals on LinkedIn, contributing to discussions, and demonstrating professionalism in all your interactions. 5. Small steps to narrow the gap So, what's the gap between how you see yourself and how others might perceive you? The goal isn’t perfection, but making small, consistent adjustments that move you closer to aligning your internal brand with how you’re seen externally. It could be tweaking your LinkedIn profile, starting a blog, or sharing your expertise. What’s one small thing you could do this week to move the needle and narrow that gap? Whether it’s posting a thoughtful comment on a relevant post, reaching out to someone in your industry, or sharing a story of a recent challenge, small actions can have a big impact over time. 6. Share struggles, Not just wins When it comes to personal branding, it’s easy to fall into the trap of only sharing successes. However, some of the most credible personal brands are built on transparency – sharing the struggles and lessons learned along the way. It’s interesting to see how you handle setbacks, not just your triumphs. Embracing imperfection in your personal brand helps paint a fuller picture of who you are. Whether it’s sharing a challenging project you worked on or a time when you faced a setback and how you overcame it, these stories can help demonstrate your resilience, problem-solving abilities, and growth mindset – qualities employers are eager to see. In today’s market, personal branding isn’t just a nice-to-have. By being intentional, consistent, and authentic, you can build a personal brand that resonates with potential employers, ultimately setting you up for success in your job hunt. So, there’s no better time to start than now.