Contracts in COVID - How to negotiate day rates in this new climate

It’s been six months of COVID19 and among other impacts, the preference of freelance over permanent within advertising and marketing roles has left some candidates unsure of how to negotiate a day rate when looking at contract opportunities.

As companies deal with hiring freezes, unpredictable pipelines and the need for flexible, agile marketing teams, the preference towards freelance hires is understandable, but just how flexible should YOU be when looking at new roles during this (I have to say it) unprecedented time.

First time freelancers

Firstly, and very importantly, will you be invoicing through an ABN or will you be on the company payroll PAYG?

If you are invoicing through your ABN, do some research first. Confirm if your current ABN means you are eligible and if so, how much tax you will need to budget for plus any further information about this avenue. Click here. Also, ensure you also have all the necessary insurances in place.

If you are looking to move onto a day-rate on the company’s payroll via PAYG and have previously worked in full-time roles on an annual salary,

there are a few things to consider.

In this climate, your negotiations will ultimately come down to the budget of the agency or client, so it’s best to be aware of what this is upfront to see if the figure is in-line with your financial needs. This will save disappointment down the track and also your valuable time with interviews if the amount ends up not being feasible.

Once you have established that the figure matches your life budget, it’s time to work out what your experience equates to as a day rate. Your helpful consultants at iknowho have put together a quick cheat sheet to help you see your market value based on your years of relevant experience. See here for a full overview on day rates.

As you can see from our cheat sheet, there are still some variations on the market rate at each level of seniority. Other things to consider are:

Length of contract; Typically, you can negotiate an additional 10% on the day rate for short contracts of 1-2 months, due to the high level of flexibility required on your end.

Speciality of skills; If the skills you are required to bring for the role are of niche speciality or are in high demand you should have a little more wiggle room with negotiating day rates as in theory there is a supply demand issue and you should be in demand.

Superannuation; Always remember to ask if the day rate includes 9.5% superannuation or if this will be an added payment. This will impact what the net value of the rate is to you.

A final word in closing.

If you do accept a lower rate than you have earnt previously, don’t feel you are getting a raw deal or selling yourself short.

In this climate, see it as an opportunity to prove yourself within an initial contract. I recommend putting in writing that “based on your performance during the initial contract you would like any permanent salary or additional contract extensions to be re-negotiated”

This is a fantastic way to get yourself into a new role. Slide past those hiring freezes and give them a really good case to push through your permanent salary expectations to HR once you have already made yourself indispensable to the company.

Covid19 is changing the way we work and it’s changing the way we hire, be open-minded and see the opportunities presented and the flexibility available in this new 2020 workforce.

For more information or to speak to an iknowho consultant about the current market visit www.iknowho.com.au

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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.