3 Things I Learned about People from People in 2017

People are absolutely fascinating creatures, and during 2017 I met roughly 520 (give or take) individuals all with their own unique personalities, aspirations, and skills.

One of the best pieces of advice my director gave me was about unconscious bias: see quiz to test yours here https://www.iknowho.com.au/blog/2017/06/unconsciousbias. Essentially how NOT to make up your mind about someone in the first 30 seconds and also (and this did not come naturally to me at first) how to listen. This was a professional breakthrough for me but also a personal one. Coming from an advertising background my ability to talk at people was the money maker, and yes it still comes in handy but the power to really listen to someone is where the real value lies and trust can be gained.

I am proud to say I have wonderful relationships with my candidates who trust me enough to put their professional future in my hands, and that is something I take very seriously. This honour has come from getting to know every candidate individually, hearing their experiences, learning about their personality and also their professional dreams and aspirations.

Although every individual is unique, I did seem to notice trends in their experiences and hopes for the future that it made me realise in essence we are all connected in some way:

Positive re-enforcement creates happiness.

I love to ask the question what have you most enjoyed or are proud of in their career? 99% of the time their face will light up and immediately return to a place where they felt happy and a strong sense of achievement. It isn’t always about what the project was – it was how it made them feel. Give your staff or peers positive reinforcement for their achievements – you just don’t know the milestone memories you might be creating for them.

Career progression isn’t just a title change, it’s being publicly given more responsibility and trust within the company.

People need to feel they are growing in their role and lives, the most dangerous thing to a business is bored staff (but that’s a whole other article). Funnily enough, whacking the word senior in front of someone’s existing title doesn’t do very little to inspire. People want to feel they are stepping up and being given more responsibility and trust within the company, if you have a flat structured business you will still need to create paths of progression for each member of your team. Make it personal to them – not everyone wants the same thing or in the same amount of time. Use incentives to motivate, tangible achievements can also be a way to show progression.

People won’t always remember what happened, but they will always remember how it made them feel.

Interacting with so many people on a daily basis, unfortunately, it can become difficult to remember each individual (because I’m not a robot). What I do remember very vividly though is their energy. Interactions with people who have a great vibe give me energy and it's infectious! You physically feel better coming out of a meeting with someone motivated – it’s so refreshing and it’s contagious. If you can bring your best self to work each day (and some days will be better than others) you will start to feel the environment around you change as your positive vibe spreads. NB if it doesn’t spread get out of there the place is a morgue. As a rule of thumb though creating a positive energy in our daily routine will have a profound effect on your work and personal life. It might take a conscious effort at first and I encourage personal breaks, but soon enough it will be second nature and people will literally gravitate towards you (great for business).

I hope those insights left you with a few ideas that will help with planning the best 2018 ahead!

Have a safe and happy Christmas break.

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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.