2022 - 2023 Market Insights

It’s no secret that the world is moving at an incredible pace. From the global pandemic to the rising cost of living, we continue to see economic drivers impacting our industry and we’re here to keep you updated on the current trends in the market and how you can remain competitive at attracting and retaining top talent.

APPLICATIONS ARE UP, QUALITY IS DOWN

Average applications per job has increased by 28.4 % across Australia from Q4 2021 vs. Q4 2022.*

Whilst that stat may seem positive initially, unfortunately the quality of candidates suitable for the role is not as high and we may be seeing the impact of panic applying from the large number of redundancies that have been occurring across the market.

Our consultants are still filling over 50% of roles through our database, referrals, or head hunting. We are finding top quality candidates are not actively looking however many candidates are open to seeing what else is out there. In addition there is an increase in applicants coming from overseas since the borders re-opened - though again the quality is poor.

For those top quality candidates that are looking, they’re spoilt for choice with options and it’s more important than ever to:

Present your brand in the best light throughout the interview process
Educate your hiring managers that the interview is a two-way street
Think about why this candidate should choose to work for your company over another?
Keep your interview process as short and streamlined as possible to avoid missing out on quality candidates to companies who can be more agile in their decision making. Keeping candidates ‘warm’ is not a strategy that can work in this candidate short market.

SALARIES VS. CULTURE & BENEFITS

The talent shortage has led to an increase in salaries which has made securing top talent even more challenging but did you know 2 out of 3 job seekers rate company culture more important than salary?* Being able to express your company culture beyond a surface level response can help candidates picture the workplace and give them a feeling of wanting to be a part of it.

Your company culture can also be supported by the type of benefits you offer and these perks are a significant factor in determining whether a candidate will accept a new role. Benefits and Perks which may have captured employee attention years ago (like in-house gyms and free breakfast) may not hold the same weight now as many are now looking for benefits that demonstrate the company’s empathy and commitment to employee wellbeing.

Candidates place the highest value on benefits that are relatively low-cost to employers.

According to Seek Industry Spotlights, specifically to Marketing & Communications candidates; work-life balance is their second-greatest priority (after salary). The culture of a workplace is also highly valued by marketing & communications candidates and is ranked number three on the list of key drivers of attractions.

We encourage you to think about what benefits you currently offer candidates and what they might be saying about your company culture and compare these to your competitors. Being competitive with your salary offering is important but how you communicate your culture and benefits holds equal weight.

WHERE TO NOW FOR FLEXIBLE WORKING?

We know that flexible working is still if not the most, important aspect of a new job to candidates - with Indeed reporting searches for jobs “not fully tied to work sites” continuing to command much higher shares than those where no flexibility is offered*.

Amongst our clients, we are seeing a hybrid model (3/2) being the most common structure and one that candidates seem the most attracted to. We predict more companies will start to set core office days in an attempt to boost a sense of community and boost co culture.

Across our talent pool we are hearing that work flexibility is the key and most common deciding factor when it comes to candidates picking roles. In situations where they have two offers and even when it comes to the applying process. Candidates will almost always prefer and prioritise roles that offer flexible working.

Whether you can or can’t offer remote working, employers can remain competitive in the market if they offer candidates ownership over their hours. Being creative and flexible in approach to this is of high value to candidates e.g. 5 day week across 4 days.

We hope these insights have been helpful. Get in touch with our team if you want to chat more about the current market or if you're looking for agency or client-side talent we'd love to chat to you!

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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.