How to: Uncover the best candidate in your hiring process

Kristina Gerdov • February 24, 2025

POV: You’ve kicked off the hiring process and have now been presented with a shortlist of top-notch candidates. They share similar backgrounds, and were equally impressive at first interview stage with their sharp responses and depth of experience .…in other words they’re head to head.


For most hiring managers this can be a good problem to have, but for some, it can create uncertainty in the decision making process, which can ultimately lead to hiring delays.


However, a final selection of high-calibre candidates doesn’t have to slow down your recruitment efforts — with the right approach, you’ll feel equipped to make a confident hiring decision. Here are our top tips to help streamline the process:


1. Clarify your priorities from the start

Before you even brief in the role, ensure you’re on the same page with key decision-makers about what success really looks like for this position. What are the must-haves versus the nice-to-haves? What qualities will enable this person to thrive beyond just ticking boxes on a job description? Having clarity from the outset makes decision-making easier down the track.


2. Compare candidates objectively, not emotionally

It’s easy to be swayed by a candidate’s charisma or impressive track-record, but structured comparisons lead to better hires. Use a system to rate candidates on core skills, relevant experience, and cultural fit. If two candidates seem equally strong, ask yourself; Who will add long-term value to the business? Who aligns more closely with our company’s vision for the future?


3. Don’t fall into the over-interviewing trap

Up to three structured interview rounds should give you all the information you need to confidently make a decision. Conducting more interviews doesn’t always lead to a better outcome — the more time both parties invest into the process can actually make the final decision harder. If you find yourself scheduling “just one more” interview, take a step back and ask; are you gathering new insights by meeting the candidate again, or are you delaying the decision making process?

Click here to read our top tips on how to deliver a great interview experience.


4. Balance data with gut instinct

Hiring isn’t just about ticking boxes—it’s also about people. Assessing skills and capabilities are essential, but intuition plays a role too. If a candidate meets all your criteria but something feels off, dig deeper. Likewise, if someone doesn’t tick every box but has the right growth mindset and demonstrates adaptability, they could be the best long-term investment.


5. To Task or not to Task

At the senior end, allocating a task as the final stage of the interview process can provide beneficial insights to support your decision. It is important to communicate this from the outset, so candidates are aware that this will form part of the final interview. The task itself should only be allocated to the final 1-2 candidates in the mix, with the expectation that they will deliver a top-line response, not a full GTM strategy. The task should encourage blue-sky thinking, and allow the candidate to demonstrate their approach and recommendation to a current business / brand challenge.


6. Think beyond the first 6 months

The best hires aren’t just a great fit for today—they’re the ones who will grow with your business. Look beyond current skills and consider long-term potential. Are they ambitious? Do they show initiative? Will they add value to the wider team dynamic and positively influence company culture? A great hire should be an asset not just for now, but for future growth trajectory.


7. The right choice is the one you make with confidence

When faced with strong candidates, it’s easy to second-guess yourself. But at some point, a decision must be made. If you’ve defined success, assessed candidates objectively, and balanced logic with instinct, then trust the process. The best hiring decisions aren’t always about finding the “perfect” candidate—they’re about choosing the right candidate and setting them up for success.




Your hiring decisions, backed by expertise.


At iknowho, we make the hiring process easier, faster, and more strategic. Whether it’s refining your selection criteria, simplifying decision-making, or ensuring you secure the right candidate before they’re snapped up elsewhere—we’re here to help at every stage of your recruitment process.


Let’s chat about how we can help you uncover your next great hire.

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.
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