Emily Demirdonder on Why Character Matters

At Yotru, we share stories from people who sit close to real hiring decisions. The kind of people who see what actually works long before it shows up in job advice blogs. Each Voices of Work feature highlights leaders shaping how people get hired, evaluated, and trusted.

This time, we spoke with Emily Demirdonder, Director at Proximity Plumbing in Sydney, Australia. Emily runs day-to-day operations for a fast-growing service business with more than 1,900 Google reviews and a strong local reputation.

With over a decade of hiring and managing teams in the trades, she has a clear view of what employers are really looking for as the workforce moves toward 2026.

Her message is direct: Skills matter. Character matters more.

Hiring for Trust, Not Just Skill

In service-based industries like plumbing, technical certifications are important. But Emily says they are only the starting point.

“Certifications don’t tell me how someone will treat a customer’s home,” she said. “They don’t tell me how clearly they communicate, or whether they’ll be honest about pricing.”

For Emily, hiring decisions are closely tied to trust. Customers invite tradespeople into their homes, often during stressful situations. That makes interpersonal skills just as critical as technical ability.

“We’re looking for people who understand that trust is part of the job,” she explained.

Why Communication Decides Who Moves Forward

Emily recently interviewed candidates for an administrative role. Out of ten applicants, only two progressed.

The difference was not software knowledge.

“The candidates we didn’t move forward with focused almost entirely on tools,” she said. “They didn’t show how they communicate, how they support customers, or how they work with others.”

The two candidates who stood out were able to explain how they interact with people, resolve issues, and represent the business professionally. For Emily, that distinction was decisive.

Values and Brand Alignment

Emily believes the biggest shift job seekers will face going into 2026 is the need to align with a company’s values, not just its job description.

Businesses want employees who care about the reputation of the company as much as the owner does. Especially in local service businesses, every interaction shapes the brand.

“Generic competence isn’t enough anymore,” Emily said. “We’re looking for people who support the vision of the business and understand the role they play in building trust with customers.”

That mindset, she says, is what separates short-term hires from long-term team members.

Skills Can Be Taught. Character Is Harder

One reason Emily prioritizes character is simple. Technical skills can often be taught through onboarding and training.

Attitude cannot.

“We can train people on systems and processes,” she said. “But respect, honesty, and communication come from who someone is.”

As a result, hiring decisions at Proximity Plumbing increasingly focus on how candidates think, speak, and relate to others, not just what they know on paper.

What Job Seekers Should Understand

Looking ahead, Emily believes job seekers who succeed will be those who understand the full role they play within a business.

That means:

• Showing care for customer experience
• Communicating clearly and calmly
• Taking pride in representing the company
• Understanding that reputation is built one interaction at a time

“People want to work with professionals they trust,” she said. “That applies to customers and employers.”

About Emily Demirdonder

Emily Demirdonder is Director at Proximity Plumbing, a Sydney-based commercial, residential, and strata maintenance company serving the Eastern Suburbs. She began her career as a flight attendant with Virgin Australia before moving into marketing, operations, and leadership within the plumbing industry. Emily now leads Proximity Plumbing’s operations and growth, with a focus on transparency, customer trust, and building a strong, values-driven team.

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