AI Leverage, Design Hiring and the Rise of Fractional Work with Lena Kul

Lena Kul is a design recruitment expert who helps designers and researchers navigate career transitions and positioning. She works with companies ranging from early-stage startups to public organizations, making high-quality talent introductions and coaching designers on how to build their personal brands in an evolving market. In this episode of Building Iconic, Lena explains how designers can leverage AI tools as multipliers rather than threats, why companies are restructuring their design teams around efficiency over headcount, and how the shift toward fractional work is creating new opportunities for ambitious designers.In this episode, we explore:(00:24) Lena's transition from traditional recruitment to design recruitment(01:27) Why old-school recruitment tools don't work for modern hiring(05:01) Why showing impact matters more than listing AI tools used(07:12) The shift toward hiring AI-efficient designers without bigger teams(12:14) The rise of hybrid PM-designer roles in smaller teams(18:43) Lena's framework for design team structure across company stages(22:22) When companies need proper design leadership over individual contributors(26:55) Why fractional and contractor roles are thriving during hiring freezes(29:58) How mid-level designers are outpacing seniors with AI tools(34:00) Lena's tough-love approach to educating hiring managers(36:15) Red flags that indicate companies aren't ready for senior talent(38:33) Why strategic vision should drive hiring decisionsResources mentioned:Website: https://www.itiskul.com/LinkedIn: https://www.linkedin.com/in/lena-kul/ Enjoyed this episode?If this episode resonated, subscribe to the podcast and share it with a friend navigating career, family, or creative transitions. Leaving a review helps more people find these conversations.