What 20 years of recruiting leaders in the marketing industry has taught me

At iknowho, we know how important it is to hire the best leaders into your marketing teams. Below I've shared some advice from what I've learnt during my years working in the marketing recruitment industry where I've had the pleasure to work with clients to find great marketing leaders for their businesses.

The first and most valuable step of any recruitment process is to develop a solid brief – starting with the ‘who’ you are looking for. What skills, background and style will candidates have? Then work to develop the ‘how’ you are going to recruit them… as not all searches are alike.

When recruiting leaders into your business the ‘how’ is crucial! How will you search and attract this talent – what are they looking for in their next role?

Then how will you screen them? It’s this part of the process that I love the most… it’s the getting to know someone to ensure that the ‘fit’ is right. I often say to hiring managers… we both know that candidate X can do the role BUT is it the right move for them? Will it engage them, are the company values aligned with their personal values?

What I know works when hiring leaders into a business

Hire slowly

If you’re looking to recruit a leader within your business take your time to get to know the person. Meet them in multiple environments and involve your peers in the process.

In a talk I recently attended Simon Sinek likened it to inviting a new member to your family…. he suggested to take the time to share a meal. Do something social together so that you can get to know them as a human being. Everyone will put on their ‘best’ in a workplace interview scenario… but you want to get to know who they really are.

This will allow you to gain an insight into their personal values. Are their values aligned to yours and that of the organisation? If not, then do not proceed. Whilst they may have the right CV or skills – if they are not aligned to your values it will not work out in the long term.

Always look for EQ and EI over IQ

I know it makes sense but it’s easy to be swayed by a brilliant mind! We all know that truly great leaders have high EQ and EI… and we need to look for this during the interview process. EQ relates to how well they can build rapport and trust, as well as how well they understand people.

Pay attention to how the candidate treats people ‘who do not matter’ in the interview process such as receptionist or those support staff who manage the process. During the interview look for their ability to listen instead of waiting to speak.

Don't just ask the generic interview questions!

And some of my favourite interview questions from some rather clever people;

- “I hate surprises… tell me about something could happen so I’m not surprised…” Simon Sinek

- “Who is on your team? Tell me about them…” Jim Ayres, Amway. It may seem odd, but if you’re a leader and you know [the answers], it’s a good indicator that you have emotional intelligence.

- “What didn't you get a chance to include on your résumé?” Richard Branson, Virgin Group. This will help you to get to know them, what makes them tick and who they are outside of work.

For more advice on how to recruit at all levels of your business, or if you are looking for help to find top talent, feel free to reach out to me anytime for a confidential chat dene@iknowho.com.au

Are you looking for a new agency or client-side marketing role? Check out our jobs page to see our available roles.

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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.