Getting your first job in the creative industry can be tricky. A degree or qualification may get your foot in the door, but when several applicants have similar credentials, it’s the rest of your application that can make the difference.
So, what actually helps you stand out? From how you present your work to the way you approach the application itself, there are a few things that can help move your CV from the pile to the shortlist.
We asked Avi Ramsundra, Dean at AAA School of Advertising, for seven things aspiring creatives should keep in mind.
1. Build a book, not a CV
For junior creatives, the portfolio often says more than the CV ever could. And it doesn’t need to be made up entirely of professional work. Student campaigns, competition entries, award submissions and live briefs can all show what you’re capable of.
The trick is to be selective. Six strong campaigns can say more than 20 average ones, and knowing what to leave out is part of being a good creative. Weak work can distract from your best work, while a smaller portfolio with a clear point of view is easier to remember.
2. Show the thinking behind the work
A good portfolio shouldn’t just show what something looks like. Take the reader through the thinking behind it: What was the brief? Who was the audience? What was the insight? What was the idea and how did you bring it to life?
The thinking is often what potential employers are looking for. A beautiful execution attached to a weak idea won’t necessarily go as far as a less polished execution built around a genuinely strong one.
3. Show what you learnt
Not every project is going to be a runaway success, and that’s okay. What matters is whether you can recognise what worked, what didn’t and what you would do differently.
If a project received feedback, changed direction or taught you something along the way, include that where relevant. Showing that you can take feedback, adapt and reflect on your work gives employers a better sense of how you’ll operate in a real creative environment.
4. Make your contribution clear
Creative work is rarely a solo effort. Copywriters, art directors, designers, strategists and marketers regularly work together, so collaboration is a strength, not something you need to hide behind.
Just make your role clear. If it was a group project, explain what you contributed, whether you developed the concept, wrote the copy, art-directed the work, conducted research or managed part of the process. Employers want to understand not only what the team created, but what you brought to it.
5. Know how to use the tools
Being able to use Photoshop, Canva or the latest AI tool isn’t necessarily what will set you apart. Digital fluency is increasingly expected, so it’s more interesting to show what you can do with those tools.
The same applies to AI. Simply including AI-generated work in your portfolio isn’t particularly impressive anymore. Knowing how to brief the tool, challenge its output, edit it and use it to strengthen an idea is far more valuable. The technology may change, but creative judgement still matters.
6. Put yourself out there
Your work doesn’t have to live exclusively in your portfolio. Enter student categories at awards, attend industry events, take part in portfolio days or work on projects outside of your coursework.
Getting your work seen can help people become familiar with your name before you even apply for a role. It also shows that you’re interested in the industry itself, rather than simply waiting for your first job to introduce you to it.
7. Remember that the application is part of the portfolio
Your creative judgement doesn’t stop when you hit send. A broken portfolio link, spelling mistakes, confusing navigation or ignoring an application instruction can undermine otherwise strong work.
Think about the application as another opportunity to show how you work. If you’re applying for a job where attention to detail matters, the way you present yourself is already giving a potential employer an idea of what to expect.
Ultimately, the strongest graduate applications make three things easy to understand: what you can do, how you think and why someone should want to meet you.
As Ramsundra puts it: “A portfolio is not a record of what you have already been taught. It is the clearest available evidence of the creative thinker you are becoming, and agencies hire that potential long before they hire the polish.”
