Five tips to future proof your business to attract and

As restrictions start to ease (and tighten, then ease again!), the 2020 version of recruitment and candidates’ priorities have changed. We recently surveyed over 100 marketers on flexible working arrangements and found some interesting results around how people see the future way of working.

Here are some insights to get you thinking about how you can future proof your business and continue to attract top talent.

Flexible working arrangements

It’s a hot topic right now with changes in how and where people are working due to COVID-19. The results from our survey found that this really is a must-have if you want to attract, retain and sustain top talent going forward. A whopping 79% of the marketing industry stated that flexible working arrangements will be a pre-requisite for career moves in the future. Why fight it? Only 20% of the industry don’t offer any flexibility, be progressive and be part of the positive change.

Using technology to stay connected

Staying connected when working remote has to be a priority to maintain productivity and high-quality work in your teams. As the industry moves to a flexible working structure how do we keep internal communication flowing just like we would in the office? Use of relevant technology and making sure everyone is trained up correctly is imperative to ensure important information is communicated and logged.

Some technology workplaces are utilising:

1. Hubstaff

2. Monday

3. Google Drive

4. Slack

5. Todoist

6. PukkaTeam

7. HelloSign

8. 1Password

The importance of Human Resources and People and Culture consultants

New hires need to know who they can turn to when they have problems or questions at work when they’re not face-to-face with their new colleagues and still trying to navigate their new role. The new trend of flat structures and remote working often means people might be left to fend for themselves. At the least, aim to have a designated buddy assigned for new hires that will be able to ensure they feel supported and who invite a safe place to ask those silly questions a new hire may not want to bother their new boss with, of whom they are trying to impress.

Part-time People and Culture and Human Resources consultants can really contribute to the growth of the business while providing support both professionally and personally to your team. There are some great consultants out there who can offer this service as a third-party supplier. Reach out to one of the iknowho team for recommendations on who might be right for your business.

Your online presence

What does your company say online, when did you last update your website, who is managing your social media channels and what kind of blog articles are published/shared by your business?

The first thing a potential new hire will do is check you out online. This isn’t just a light Google search; we are talking a full digital stalk of you and your brand. You need to ensure what your company stands for and the culture it has built is communicated effectively online via your website, social media channels and digital footprint.

A quick SEO audit will tell you how you are sitting from a search perspective and if you have any work you need to do to ensure your company shines online and attracts the best talent.

Zoom interviews are still interviews

The hires that have been made over the past few months since lockdown started have been for immediate starts, with businesses restructuring and moving to remote working, sudden gaps in the team have meant quick hires are required. A sense of urgency shouldn’t mean we rush the process, and this goes for interviews too.

A Zoom interview is still an interview, so the same rules apply.

- Dress professionally and represent your company/brand appropriately.

- Be prepared, have the CV of the candidate and relevant supporting documentation ready for the meeting

- Put time aside, we recommend 45 minutes for an initial interview

- Structure the meeting and ask relevant questions

- Remember your background, use a digital backdrop if you don’t have a professional setting at home.

- Remember people talk, this candidate, whether hired by you or not, will share with their network their experience with you. Make it a positive story.

The above are recommendations to future proof your business. Every business is different and what will work for some won’t work for all, but now is the time to be open-minded and think to the future. What do your people need to succeed and grow? The market is changing and therefore so is the way that we attract, recruit, retain top talent.

For more information on market trends and how you can ensure your business is at the forefront of the changing industry speak to iknowho, we are here to help.

Click here to access the full report for our Flexible working in the marketing industry survey.

< Older Post

Newer Post >

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.