How Mentally Healthy Are We?

This week the results of the Mental Healthy 2018 survey have been released, and iknowho were pleased to be in attendance at a breakfast discussion on the insights provided into the mental health of our industry.

Over 1,800 participants from Australia’s marketing, creative and media sectors completed the survey over 5 weeks throughout August and September this year, providing a well-balanced view of our mental health and wellbeing. The research was conducted in collaboration between Never Not Creative, UnLtd and Everymind to provide ‘proof-points’ in an area of growing concern to enable us to move forward. The survey utilised the Depression, Anxiety and Stress Scale (DASS) to determine levels of ‘at risk’ individuals in comparison to the national average.

The fact that 1,800 of us even went to the effort to complete the survey is an indicator in itself that mental health is an important issue in our industry. Results showed that 1 in 4 of those surveyed displayed severe symptoms of anxiety compared to 11% nationally, and 56% of us also showed signs of mild to severe levels of depression compared to the national average of 36% - alarming stats, but sadly not a complete surprise.

So, what were the key take-outs?

The key contributors to mental health were identified as job satisfaction, stress, hours worked and our social connections. Job satisfaction was actually found to be a key indicator of an individual's mental state, with those reporting poor job satisfaction also showing signs or poor mental health, and those with good job satisfaction demonstrating better mental health.

Agency vs. client side isn’t a thing - mental health doesn’t discriminate; we’re all in this together!

Pressure is a stressor and it’s having a negative impact on our mental health. Frustratingly most of this is the pressure is that which we put on ourselves; in an industry of ‘yes’ people, we just don’t want to let anyone down.

And to my favourite findings… What do those reportedly mentally healthy ones amongst us look like??

They don't come to work when sick
They’re close to the people they work with
They feel their abilities are well used at work
They are more focused, with fewer responsibilities
They’ve found good work-life balance

Unfortunately, the research also found that the programs already in place seem to be having little effect on improving the mental health of our industry. This could, however, be because they encourage more of us to be open about our problems, or that the programs are only really in their infancy, yet to create an impact.

Ok, what’s next?

Firstly it’s important to point out that one size does not fit all when it comes to mental health!

Changing the conversation at work to one of job satisfaction rather than mental health has been identified as a great way to start improving the mental health of our industry. Not only is this a more comfortable topic, but as mentioned, research shows that job satisfaction is a key indicator of mental health. Taking steps to increase job satisfaction may come from leadership in the form of a well-defined job, clearly identified responsibilities and the provision of adequate resources to succeed. Equally, support and appreciation given to employees goes a long way.

Shift your perspective by changing what you brag about. Currently too much of what we talk about covers how hard we’re working, how late we’re stuck at our desks and how busy our schedule is. With words such as ‘burnout’, ‘isolation’ and ‘stress’ commonplace, have we created a culture in which this is the norm? How about encouraging balance by talking more about life outside of work, and if we must discuss work, how about focusing in the wins we’ve had?

Another aspect of our industry which has come to be the norm is the long hours worked. Why not instead reward your team for leaving on time and remind them that life is more important than work! A different perspective to this ‘balance is often needed, and studies show that staff with positive work/life balance are more productive whilst at work.

Finally, something I personally was drawn to was the concept of work-life boundaries. For example, removing any expectations that you should be contactable 24/7. In an industry that never sleeps, we can often be drawn into late night emailing, but this really isn’t ideal. Why not put a delay on sending that middle-of-the-night email so your colleague can come to the table fresh in the morning, during work hours rather than whatever time your idea strikes? With flexible working arrangements, it’s a given that different members of the team will be online at different times, perhaps in different time zones, but the expectation should be clear from the top that an immediate reply isn't always necessary.

For more information on Mentally Healthy 2018, visit Never Not Creative.

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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.