Five key insights every executive assistant should know

As the nature of work becomes increasingly connected, remaining adaptable while harnessing communication skills is essential. 

The executive assistant (EA) role has been subject to this shift, significantly transforming from traditional administrative tasks to more strategic responsibilities.

To help EAs respond to this evolving landscape, the AIM WA Executive Assistant Conference brought together industry experts to explore the latest tools, insights and strategies that admin professionals need to thrive in the modern workplace. 

Here are the five key takeaways from the event. 

New strategic responsibilities in the AI world

Non-Executive Director, Ambassador, Women in Technology WA Pia Turcinov AM kicked off the day with a keynote on the future of artificial intelligence (AI). 

“AI will change the world in ways we’ve never seen before, potentially more significant than electricity. We’re at the edge of a new technological era,” Ms Turnicov said.

“... We can expect more progress within the next 10 years compared to the last century.”

She said that adopting a continuous learning mindset and embracing new technologies is key to remaining indispensable.

“Executive assistants are no longer just gatekeepers; they are becoming strategic partners who integrate technology to support decision-making and improve workflow efficiency,” she said.

Ms Turcinov also shared how AI tools can assist with administrative duties, including email management, calendar planning and document creation. 

“By integrating AI tools, you can move beyond administrative tasks towards more strategic assets in your organisations,” she said.

Addressing concerns about job displacement due to AI, Ms Turcinov emphasised that human skills such as emotional intelligence, ethical decision-making and empathy, remain irreplaceable.

“It's going to change the way we work, but it's not going to change your employability,” she said.

However the real challenge is individual adaptability, Ms Turcinov highlighted.

“It’s not AI that will take your job; it’s the human using AI that could pose the greatest threat. Approaching AI with curiosity rather than fear can help you future-proof your career.” 

“... Embrace technology, develop digital skills and focus on strategic tasks that require critical thinking and relationship building,” she said.

Navigating career progression 

PERSOLKELLY Executive General Manager Australia Kurt Gillam, Strategic Career Management Director Kendal Drew and PERSOLKELLY Operations Manager Australia Jessica Robinson further highlighted the latest changes to the executive assistant role.

“20 years ago, there weren’t virtual assistants or advanced technologies like we have today,” Mr Gillam said.

“The role has evolved significantly, creating more opportunities while also requiring different skills.” 

Ms Drew said executive assistants must embrace new ways of working and enhance their effective communication skills.

Ms Robinson agreed, adding that networking and building trust with senior leaders can elevate the executive assistant role. 

“As an EA, you’re often the conduit for information and trusted by everyone, which gives you unique insight and influence within the organisation,” she said.

“Building a reputation as someone helpful and resourceful opens doors and creates opportunities for career progression,” Ms Drew added.

When discussing career advancement within the executive assistant role, Ms Robinson encouraged attendees to be proactive and put their hands up for projects.

“Don’t wait for someone to notice your potential - speak up and make it known,” she said.

“If you’re looking to progress, focus on the company’s mission and how your role as an EA can contribute," Mr Gillam advised. “... Showing how you add value beyond traditional tasks is crucial.”

Ms Drew recommended focusing on your inner strengths and what sets you apart from the competition.

“What do you do differently or better than others in similar roles? Use that as your story when seeking promotions or pay raises,” she said.

Working with challenging personalities 

Empowered by Design Founder and Owner Preetie Boler discussed common communication challenges in the workplace and identified 10 difficult personality types, including the micromanager, the procrastinator and the perfectionist.

“These personalities can disrupt your efforts to communicate and collaborate. Recognising these traits is the first step in managing them effectively,” she said.

Ms Boler highlighted that the real challenge is how we adapt and respond to difficult personalities. 

“We can’t control how others behave, but we can control how we respond, how we choose not to take things personally, how we shift our judgment of others and how we inspire change and influence positive outcomes,” she said.

“... Your emotional intelligence skills are your superpower - your secret weapon that AI cannot replace.”

Drawing from personal experience, Ms Boler shared how she overcame the obstacle of working with a difficult leader by reflecting on her own communication barriers and building rapport. 

“… I started with checking my conduct, putting down my defences and approaching interactions with an open mind,” she said. “… By changing my strategy, I turned a challenging relationship into a successful collaboration.”

Ms Boler concluded her keynote by encouraging attendees to turn every interaction into a stepping stone for personal and professional growth.

“Challenging personalities are not obstacles; they’re opportunities for you to improve your human-centred skills,” she said. 

“Develop the five core emotional intelligence skills, start with small steps and build them over time. Embrace vulnerability and seek support, because no one achieves success alone.”

The importance of mental health and wellbeing

Prioritising mental health was another critical theme of the day, especially for those in high-pressure roles. 

INPEX Executive Assistant to VP People and Collaboration Kellie Brinkhuis shared her powerful story of burning out due to overwhelming stress in her personal life. 

An advocate for lived experience in family, domestic and sexual violence, she stressed the importance of recognising when help is needed. 

“It wasn’t until a colleague took me aside that I realised I needed to take a break and prioritise my mental health,” she said.

Peace Be The Journey Wellness Director & Facilitator Jordan Doropoulos highlighted how stress management techniques, such as mindfulness and breathwork can address cognitive overload. 

“When overthinking or feeling overwhelmed, it’s often a sign of an unbalanced nervous system. Simple breathing techniques can quickly bring you back into balance by calming the nervous system,” he said.

Mr Doropoulos also said that connecting with nature has been scientifically proven to release built-up stress and reduce inflammation in the body.

Organisational Psychologist Dr Katy Tindall said that maintaining awareness of stress levels and developing rituals and habits are key to sustaining performance.

“Life isn’t slowing down and neither are work demands … The goal is to ensure that the resources you have - whether it’s support systems, rituals, or habits - outweigh the challenges you face,” she said. 

She suggested developing rituals and habits across physical, emotional, mental and spiritual avenues to maintain resilience and wellbeing.

“It’s not about doing everything; it’s about finding what works for you. The key is consistency in practices that replenish your energy,” she said. 

Ms Brinkhuis emphasised seeking support from family and making use of workplace resources like employee assistance programs. 

“There are people you can speak and reach out to, just know you are not alone," she said.

When dealing with stress at work, Mr Doropoulos advised practising intentional breathing techniques and using a ‘worry journal’ when dealing with anxious thoughts before sleep.

“You can’t pour from an empty cup,” Dr Tindall said. “In roles like yours, where you often hold things together for others, you must prioritise your wellbeing first.”

Personal branding and its value in the workplace

Scotch Global Head of Accelerate Narelle Goodfield discussed the value of personal branding, highlighting the distinction between performance currency and relationship currency.

She explained that while performance currency is about doing your job well, it is relationship currency that has the most impact on your career.

Keynote speaker Narelle Goodfield at the Executive Assitant Conference

“Relationship currency is about the investment you make in people. It’s about connecting, engaging and being known in your workplace or industry,” she said.

When developing successful relationships, Ms Goodfield said individuals must be authentic and reliable, while showing an interest in others. This includes understanding what you bring to the table and your unique value.

“Building strong relationships starts with understanding the business needs and pain points of those around you,” she said. “If you can solve their problems, you become highly valued.”

To maintain connections, Ms Goodfield said you must remain consistent in your actions and behaviour to build a strong reputation, much like a trusted brand. 

“... 70 per cent of Coca-Cola’s value comes from its brand and the image it conveys, not the product itself,” she said. 

“Similarly, your value in the workplace isn’t just in what you do (the product), but in how you do it and the relationships you build (the brand).”

She added that networking and building relationship currency is key to future success. 

“It’s not who you know, but who knows you,” Ms Goodfield said. “... Take four minutes a day to connect with someone new … Small, consistent efforts build your relationship bank and pay off tenfold.”

Staying ahead in an evolving business landscape

An experiential learning activity led by Interact WA brought the day to a close, demonstrating how emotions can impact workplace dynamics. 

With two actors roleplaying the role of a CEO and an executive assistant, the activity gave insight into how small shifts in tone and body language can lead to escalated conflict or constructive solutions.

Combining a unique blend of expertise, actionable strategies and insights, this one-day event provided an in-depth look into the multi-faceted role of executive assistants.

From remaining adaptable to technological advancements, mastering effective communication and relationships, enhancing career progression and prioritising mental health, attendees were equipped with the skills needed to thrive in their dynamic roles within the ever-evolving business landscape.