Portfolio Peeves: Not Describing Results Top Pitfall When Showcasing Creative Work, According to Survey

CreativePro Staff

A compelling portfolio can open doors to new career opportunities, but a poorly developed one may irritate rather than impress potential employers. Thirty-eight percent of advertising and marketing executives polled said they are bothered most by portfolios that fail to demonstrate the business value each piece provides. Lack of organization was the second most common complaint, cited by 31 percent of respondents.
The survey was developed by The Creative Group, a specialized staffing service that provides marketing, advertising, creative and web professionals on a project basis. It was conducted by an independent research firm and includes 250 responses — 125 from advertising executives with the nation’s 1,000 largest advertising agencies and 125 from senior marketing executives with the nation’s 1,000 largest companies.
Those surveyed were asked, "Which of the following bothers you most when reviewing a creative portfolio?" Their responses:
Samples that don’t show value provided to the company: 38%
Unorganized samples: 31%
Too many samples: 13%
Too few samples: 7%
Samples that aren’t clearly labeled: 3%
Other/don’t know: 8%
Respondents also were asked, "Which of the following is your preferred format for viewing creative portfolios?" Their responses:
A bound book: 37%
A container with separate pieces: 29%
Online: 22%
Other/don’t know: 12%
These and other findings are included in a new guide, Book Smarts, recently released by The Creative Group. The guide provides step-by-step advice for developing an effective creative portfolio, from selecting the right samples to presenting them with maximum impact. The information is based on The Creative Group’s experience placing thousands of creative professionals with companies throughout North America, as well as feedback gathered from independent surveys of advertising and marketing executives.
Based on their research, The Creative Group offers the following tips for developing an impressive portfolio:

• Think of your portfolio as an extension of your "brand." Your portfolio should capture the essence of your talent — the skills and style that make your projects unique. The approach you choose should complement your body of work; your resume and business card also should match your style.
• Provide the back story. Showcase work samples that demonstrate how you delivered positive results for clients. For example, did a piece generate sales, increase web traffic or win competitions? Note these achievements in your portfolio, and be prepared to expand on them in person.
• Remember that less is more. You’re only as good as your weakest piece, so be selective in the items you showcase. Executives surveyed by The Creative Group expect to see 10 to 12 samples on average. A lean, targeted book is always more effective than a jam-packed portfolio.
• Tailor your portfolio to the organization. Before meeting with a hiring manager, research the company thoroughly to assess its particular needs and which samples might best address them. Also, ask the prospective employer about the format of the portfolio review process and how long you will be given to present your work.
• Arrange items with care. The method of organization you use will depend on the client you are meeting with, your area of specialization and your experience. Large companies often prefer portfolios containing samples targeted to their industry; others may want to view your work by media specialty. Entry-level professionals can benefit from displaying their work chronologically, starting with their most recent items, to emphasize professional progress.
• Open and close with a bang. Your first piece should be your best sample. End on a high note by making your last item your second-strongest sample.

The Creative Group has offices in major markets across the United States and in Canada, and offers online job search services at www.creativegroup.com.