The Secret of Self-Marketing: How To Build a Better Portfolio

Let’s face it – none of us enjoy self marketing. For many people there’s just something deeply uncomfortable about standing up and singing your own praises. Furthermore, that feeling rarely goes away with time.

All the same, with the right mindset and approach it is possible to master self-marketing and the key is learning how to build a better portfolio.

So let’s take a closer look at what makes a good portfolio, what to avoid, and how to ensure that you’re always showing your work in its best light.

Do Your Research

Making a portfolio isn’t just putting together a document full of all your best work. A good portfolio is, in essence, a sales pitch in which you and your skills are the product, and any successful product needs good market research.

What does your customer want? What are other similar products offering? Where is the demand and how can you meet it in a way nobody else can?

The first step you should always take is to look at other people’s portfolios – the good and the bad. Try to find resources online of professionals breaking down what they look for in a portfolio and how they’d like to see it presented.

It should go without saying that this varies a lot depending on your discipline. A graphic design and marketing portfolio is a very different thing to an audio engineering portfolio. That being said, the process of research has a lot in common.

Once you’ve examined a few other portfolios, start building a list of requirements. Consider both formatting and expectations and don’t be afraid to ask yourself difficult questions like ‘am I ready?’ and ‘does this need more work?’.

Speaking of which…

Don’t Just Reuse Old Work

A portfolio isn’t just a greatest hits album. Sure, it should contain work you’ve done before and if that work is professional then even better. On the other hand if you have skills that aren’t being demonstrated in your finished portfolio pieces then you need to knuckle under and get to work.

Creating original pieces for your portfolio allows you to tailor it to the needs of employers. Not only does it let you show off the skills you think will be most valuable but it also lets you demonstrate an awareness of current trends.

This is particularly true when it comes to visual portfolios such as film/TV, art, and design. Visual trends change quickly and while dated work might still be a great demonstration of your craft and skill, you don’t want your employer to think you’re out of touch.

Never Be Afraid to Tinker

If your portfolio isn’t getting you jobs, then it could be that it needs some more work. Sometimes even small changes can make a huge difference.

For example, you may have chosen to show your work in chronological order. While this might not necessarily be a problem, it could end up placing your most sophisticated and advanced work right at the end, where your potential employer is least likely to see it.

That’s a fix that can be made in literal minutes but it could make a huge difference to the responses you get.

Make Friends With Feedback

It has to be said that there’s a time and a place for feedback. You’ll find a lot of advice online that says you should always be willing to take feedback and this isn’t necessarily the case.

The reality is that negative feedback – particularly when it’s unsolicited – never feels nice. If you’re in the early stages of developing a skill, or you’re branching out and trying something new and experimental, then it’s entirely reasonable not to want feedback right away.

On the other hand, if you’re putting together a portfolio, then feedback is essential and the longer you hide from it the harder it will hit. All too often, it’s easy to become blind to your own faults, incorporating mistakes into your sense of style. Feedback is the only way to combat this.

If you’re looking to apply for jobs, then you’ll need to be able to take critique. Not only will that help you improve your skills as a whole, it’ll also help you build a better portfolio.

Of course, feedback doesn’t end there either. Even the most advanced professionals need to know how to take feedback. Great work usually doesn’t happen the first time and, even when it does, knowing how to listen to other people’s ideas and incorporate them is always invaluable.

When all’s said and done, the key to great self marketing is a willingness to refine. By building your portfolio around the needs of your employers and making small and careful adjustments based on informed critique, you’ll be able to hone in on the best possible representation of your skills.

And what better way to get that informed critique than with a mentor? By signing up to Career Navig8r you’ll have the opportunity to speak with experienced professionals and get their direct help and advice.