Structuring Your Portfolio for Success: What You Need to Know

In today’s competitive job market, a well-structured portfolio can be the key to unlocking new career opportunities. While a strong CV highlights experience and skills, a portfolio provides tangible proof of your capabilities. This is especially critical for creative professionals such as designers, writers, and marketers, where demonstrating past work is essential to landing new roles.

Recent statistics show that 71% of employers consider a well-organised portfolio a crucial factor in hiring decisions. Additionally, nearly 80% of creative professionals say that a well-presented portfolio has helped them secure job opportunities. The difference between a good and a great portfolio often comes down to its structure—how clearly it presents work, tells a story, and aligns with career goals.

To help job seekers build an outstanding portfolio, we sat down with Hannah Slee, Recruitment Manager at People2People, and Maddy Laing, Senior Consultant in Temporary & Contract Recruitment at People2People, to discuss best practices and common mistakes when structuring a portfolio.

"a well-structured portfolio showcases your skills and your personal brand."

According to Maddy Laing, one of the biggest mistakes job seekers make is treating their portfolio as just a collection of finished work. Instead, it should tell a clear story of the work process and personal brand.

“At its base, a well-structured portfolio showcases your skills and your personal brand. So it’s really important to do that in a clear and engaging way,” Maddy explained.

A strong portfolio should include:

A compelling introduction – Clearly state who you are and what you do. Your introduction should immediately capture attention and set the tone for the rest of the portfolio.

A selection of best work – Instead of cramming in every project, select 7–15 of your strongest pieces. Each project should be relevant to the role you’re applying for.

The story behind each project – Many professionals make the mistake of including only the finished product. Instead, Maddy advises showing the full process: “People don’t really want to see just the end result. They want to see how you got from A to B.” This means including briefs, initial concepts, sketches, pivots, and final outcomes.

Another key aspect is how you navigate and present the portfolio. Hannah pointed out that poorly designed portfolios can lose the interest of hiring managers quickly.

“If the portfolio itself is really poorly designed or difficult to navigate, it can turn people off even if the work itself is good,” she said.

To make the best impression, ensure your portfolio has:

A clean, professional layout

Clear descriptions of your role in each project

Easy navigation with a logical flow

Avoiding Common Mistakes

When asked about the most frequent mistakes candidates make with their portfolios, Maddy highlighted a few major pitfalls:

1. Overloading with too many projects – “It’s just overwhelming. Too much, and people switch off,” she noted.
2. Lack of context – Simply adding images or links without explaining the role you played in each project leaves employers guessing.
3. Not keeping the portfolio updated – “Your portfolio needs to be a really fresh look at your work, not projects from five or six years ago,” Maddy advised.

Keeping a portfolio updated regularly, even when not actively job searching, ensures that professionals always have a strong, current showcase of their work when opportunities arise.

Final Advice for Refining Your Portfolio

So, how can job seekers refine their portfolios and make them stand out? Maddy emphasised the importance of seeking feedback from industry professionals.

“Find a mentor, a colleague, or a peer in the industry who can review your portfolio and give constructive feedback,” she recommended. “I’m always happy to help—connect with me on LinkedIn, and I’d be happy to go through portfolios.”

Lastly, Maddy reminded professionals that a portfolio should be a living document that grows and evolves alongside their skills and experiences. “Your portfolio should always be evolving as you evolve,” she said.

Tips for Creating an Outstanding Portfolio

Once you’ve structured your portfolio, here are some essential do’s and don’ts to ensure it stands out:

Do’s:

Keep it concise and focused—quality over quantity.

Include a mix of finished work and the creative process.

Make sure it aligns with your career goals and the roles you’re applying for.

Use a professional, easy-to-navigate layout.

Regularly update it with new work and remove outdated projects.

Seek feedback from mentors, colleagues, or recruiters.

Don’ts:

Don’t overload it with too many projects—stick to your best work.

Don’t include only finished pieces without context.

Don’t make navigation complicated—keep the structure simple and clear.

Don’t neglect to update it—stale portfolios make you look out of touch.

Don’t forget to proofread—typos and errors can damage credibility.

Building a well-structured, engaging portfolio can significantly impact job prospects. By following these expert insights and refining your portfolio consistently, you’ll ensure it effectively showcases your skills and helps you stand out in a competitive job market.