Is it time we redefined how we measure career success?

What does success mean to you? More time with family or for your hobbies? Living with less debt and less stress? Or perhaps it’s having the flexibility for two beach walks a day…. whatever it means to you be sure to hold onto it going into this “new norm”.

As recruiters, we have conversations daily with candidates to find out what are the most important factors for them when looking for their next role and how they measure career success based on those.

In the past, the top two answers were a good job title and a salary to match, but over the past 12-months we’re seeing a clear shift from an often-outdated model of measuring success by job title and salary, and we’re excited for what the future holds as candidates change their thinking and clients change their recruitment strategies to ensure they’re retaining and attracting great marketing talent.

What has caused the shift in how we’re measuring success?

The marketing and advertising industry was hugely affected by Covid over the past 12-months and to keep businesses running employers needed to make changes quickly which often included how and where their staff worked.

And it is these changes that we believe have caused the shift.

With an increase in redundancies, roles being cut back to part-time and strict recruitment freezes, the instability in the job market allowed some to step back and re-evaluate what is important to them and how they measure success in their career now and in the future.

With most businesses having now returned to their offices and back to some sort of ‘new norm’ with employees either in the office full time, continuing to work from home or a mix of both, employers are rethinking how they now run their business going forward to meet the change in expectations of candidates.

Is there a better (healthier) way to measure success?

Absolutely!

Change your focus to finding more balance in your next role, whether it be by placing more importance on both mental and physical health, finding meaningful work instead of it being about the salary and the title, or moving away from glorifying ‘the hustle’ to instead having healthy boundaries to allow more free time to do activities you enjoy and have more time to spend with family and friends.

It could mean you work two part-time roles rather than just one “standard” full-time job. Really challenge yourself to define what a successful career would look like now, as often what you wanted five years ago is not what matters most to you now.

Where to start when defining your own measurements of career success

One important thing to note is that if measuring success based on your job title and salary works for you then there is no reason to change it – the most important thing about measuring success is it’s personal, and if that is what is most significant to you, then go with it!

But if you’re wanting to move away from that way of thinking, or if you’re finding it’s not healthy or beneficial for you anymore, here are some helpful ways to make a change in how you measure success in your career:

Discover and define your core values and use these to choose your metrics of success. What motivates you? What does success look like to you?
Don’t compare yourself to others. This only sets you up for failure, what is important to you may not matter to others.
Don’t be afraid to change how you measure success. It’s not a one size fits all, or a lifetime commitment, it’s a fluid measurement that you can adjust as you personally change.
Think about ways you could share your success. It doesn’t have to be sharing wealth, it could be knowledge, wisdom, time or goodwill.
“Choose a job you love, and you will never have to work a day in your life”.

Confucius was on to something here. In theory, this is great, but in practice, how many of us can truly achieve this? Be realistic – start by questioning if your job aligns with your values, if you want growth can it give you that? If you need work/life balance, is that achievable?

Take some time to work out your own measurements of success, write them down, and check in with them often.

Whether that be to help you when you’re looking for work, to inform conversations with our talent consultants if we’re helping you find that next job, or if it’s you’re wanting to do it for measuring success in your personal life, the first step to achieving success is defining exactly what it means to you.

Are you redefining your own measurement of success and looking for a new agency or client-side marketing role to fit in with your new goals? Check out our jobs page to see our available roles. See something you like? Apply online today!

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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.