How to develop a professional portfolio that gets you hired

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Your portfolio is the first, and sometimes only, impression an employer has of you before deciding whether to reply. Get it wrong, and even strong work goes unnoticed. Here's what actually matters when you're putting one together.

Start with your best work, not your most recent work

It's tempting to lead with whatever you’ve just finished, but recency isn't relevance. Choose 4 - 6 projects that best represent the kind of work you want to be hired for, and lead with the strongest one.

If you're a generalist, pick projects that span your range but don't include everything you have ever made just to prove you're capable of a lot. In our experience this rarely helps because you have to picture who is at the other end.

Studio founders, hiring managers and recruitment agencies are inundated with candidates so make sure your portfolio immediately reflects who you are.

Show your thinking, not just the outcome

A polished final logo or layout tells a hiring manager what you made. It doesn't tell them how you think.

For each project include:

• The problem you were asked to solve
• The decisions made and why you made them
• The things you would improve if creating it again

This is what separates a portfolio that gets a reply from one that gets skimmed and closed. Senior creatives reviewing portfolios are looking for judgment, not just craft.

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Curate ruthlessly

A shorter, tightly edited portfolio beats a long one every time. If you're unsure whether a project earns its place, cut it. 4 - 6 super strong pieces is much better than 8 - 10 uneven ones.

Showing restraint in your portfolio is not only a sign that you are able to be confident in your best work, it also points towards your ability to do the same for a future employer and their clients.

PDF vs Website

Applying for a creative job is hard. The competition is fierce and the market is saturated so it is important to tailor your application for each role.

It is easier to create multiple PDF portfolios depending on the recipient, it works offline, and they aren’t effected by online interference such as broadband shortages or website crashes.

On the other hand, websites work better as an evolving representation of you. Great for job listings, social media bios, and general visibility.

Most designers, including ourselves, keep both: a general website, and a tailored PDF for specific applications. It sounds like a lot of work but once the foundation is built, it’s all about updating details when significant changes happen during your career.

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Tailor it for who's receiving it

A generalist portfolio is fine for a first look, but if you're applying somewhere specific, lead with the work most relevant to that studio or role.

If you're applying to a branding agency, put brand identity work first, even if your best personal project is a motion piece.

Never forget that other candidates will be going above and beyond so if you want to make a good first impression understanding the business you are applying to. Visit their website, explore their niche, read about their team and create a convincing case for why they should hire you.

Don't let self-initiated work look like filler

Self-initiated and passion projects can be just as valuable as client work because they show initiative and range. But they need the same rigor: a clear brief (even a self-set one), a process, and a resolved outcome.

A half-finished personal project does more harm than good. If you truly care about your portfolio use self-initiated work to reflect your ability to create truly exceptional work including the case study in you put in your portfolio because this is an invaluable tool for any agency wanting to win new business.

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Get outside eyes on it before you send it

Before your portfolio goes out into the world, show it to people outside your own head including mentors, peers, or people working in studios you admire.

Ask specifically: "If you only had 30 seconds, what would you take away from this?" That's roughly the attention span you'll actually get from a hiring manager on a first pass.

If you have put the hours in this can sound harsh but most openings now get hundreds of responses so you have to make an immediate impact. Use your portfolio to best reflect you as a professional, it is the perfect opportunity to create something totally unique.

If you’d like to know about how agencies create case studies that can be transferred to portfolio pieces subscribe to access all our videos or pay as you go by downloading individual resources from our store.