Marketing Portfolio Must-Haves

Build a portfolio a recruiter can understand in a few minutes, with real projects that show how you think.

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Try it: Portfolio Builder

How to build your portfolio, step by step

You can build a solid first version in one weekend. Plan for two working days, then a short test-and-share session. Do not aim for perfect. Aim for live, clear, and easy to update.

Day 1: gather and prepare your work

• 1. Collect everything. Pull class projects, internship work, campus jobs, and personal projects into one folder.
• 2. Pick five to eight pieces. Choose the work that matches the jobs you want. Cut anything you cannot explain.
• 3. Export clean files. Save final versions as PDF, PNG, or JPG. Use one consistent size and style for cover images.
• 4. Take screenshots. Capture live social posts, web pages, and dashboards. Crop out browser clutter and personal notifications.
• 5. Make mockups. Place flat designs on a phone, laptop, or printed piece so viewers see them in context.
• 6. Name your files. Use a clear pattern so you can find things later and so downloads look professional.

Day 2: build and write

• 7. Pick one tool from the table below and start from a simple template.
• 8. Build your pages: Home (bio and best work), one page or card per project, About, Resume, and Contact.
• 9. Write a case-study card for each project. Use the case-study template above: problem, your role, process, result, lesson.
• 10. Add your bio and a photo. Use a clear, well-lit headshot. Keep your bio to two or three sentences.
• 11. Add your resume and contact info. Upload a current PDF resume. Put your email and LinkedIn on every page or in the footer.

Then: test and share

• 12. Test on your phone. Many recruiters will open your link on a phone. Check that text is readable and images load.
• 13. Click every link and open every file. Ask a friend to try it too.
• 14. Share it. Add the link to your LinkedIn Featured section, the top of your resume, and your email signature.

Turn a group class deck into portfolio pieces

A 40-slide team deck is too long for a recruiter. Pull out the parts that show your work.

• Pick three to five slides that tell the story: the problem, a key insight, your strongest recommendation, and the result.
• Lead with the slides you built or shaped most.
• Add a one-line note on the project page: “Team project with four classmates. I led the persona research and designed slides 6 to 12.”
• Credit teammates by role, or by name if they agree.
• Remove client data, budgets, or anything confidential before you post.
• Keep the full deck as a PDF you can send if an interviewer asks for more.

Make mockups in Canva

Mockups help a reader picture your work in the real world: a logo on a mug, a social post on a phone, a flyer on a wall.

• In the Canva editor, open the Elements tab and search for Mockups.
• Choose a mockup, then drag your image into it from the Uploads tab.
• Or select a photo, click Edit, find Mockups under Apps, and click Apply changes.
• Use one or two mockup styles across your portfolio so it looks consistent.
• Mockups show context. They do not replace the real result. Label concepts as concepts.

Export PDFs that are small and accessible

• Keep files small. Aim for under about 10 MB so the file is easy to email and loads on a phone. Large attachments can bounce.
• Compress images first. Resize photos to the size they appear on the page before you place them.
• Use the standard PDF export for sharing. Save print-quality versions for printing only.
• Keep text as real text, not a picture of text, so it can be searched and read by screen readers.
• Use headings and a logical reading order. In Word or Google Docs, use built-in heading styles before you export.
• Check contrast. Dark text on a light background is easiest to read.
• Add a title in the document properties, not just a file name.

Write alt text for every image

Alt text describes an image for people using screen readers. It also helps search engines understand your page. Most website builders have an alt text field when you click an image.

• Say what the image shows and why it matters. Keep it to one or two sentences.
• Skip “image of” or “picture of.”
• Include key text that appears in the image.
• Example: “Instagram carousel for a campus coffee shop, slide one of five, announcing a fall menu with a photo of a pumpkin latte.”
• If an image is only decoration, most tools let you mark it as decorative.

Name your files

Recruiters will see your file names when they download. Make them clean and specific.

• Pattern: Firstname-Lastname_Project_Type_Year
• Good: Jordan-Smith_Social-Sprint_Case-Study_2026.pdf
• Good: Jordan-Smith_Resume_2026.pdf
• Avoid: final_FINAL_v3.pdf or Untitled design (4).png
• Use hyphens or underscores, not spaces. Keep names short.

Free and low-cost tools

You do not need to spend money to build a strong portfolio. Prices and plans change often, so check the official pricing page before you pay for anything. Details below were checked on official pages in October 2026.

A note on custom domains

A custom domain like jordansmith.com looks professional, but it is optional. Domains are usually billed every year, and prices vary by registrar and by ending (.com, .co, .me). Check a few registrars and look at the renewal price, not just the first-year price. Many tools above also charge for a paid plan before you can connect a domain. The free addresses (.canva.site, notion.site, wixsite.com, wordpress.com) work fine for a student portfolio.

Which one should I use?

• Want the fastest, most visual option? Canva Websites. You already know Canva.
• Design-heavy work (logos, photography, layouts)? Behance, or Adobe Portfolio if you have Creative Cloud.
• Strategy and writing work (briefs, SEO, plans)? Google Sites, Notion, or a well-designed PDF.
• Want to show web skills? WordPress.com, Wix, or GitHub Pages if you code.
• Everyone: add your portfolio to LinkedIn Featured too.
• Pick one home base. Do not spread your work across five sites.

Free help at UT

• Haslam Undergraduate Professional and Career Development: free 1:1 career coaching and job search support. Book through MyUTK and Vol Connect, or call 865-974-5435. The page also links to a Haslam resume template. See Haslam Job Preparation.
• Business Communication Studio: free peer-to-peer help with resume reviews, cover letters, LinkedIn profiles, presentation practice, and interview prep. It is in 245 Haslam Business Building, mezzanine level. Check the Job Preparation page for current hours and booking.
• OIT computer labs: Adobe Creative Cloud apps are available in OIT labs if you do not have your own license.
• Neither office lists portfolio reviews specifically. Bring your portfolio link to a coaching or studio session and ask for feedback on how it fits your resume and LinkedIn.

What recruiters look for in under five minutes

Your portfolio is your professional calling card. Assume a recruiter will give it a quick skim between other tasks. In that time they want answers to a few questions, so make those answers easy to find.

• Who are you and what do you do? One or two sentences at the top.
• Can you do the job? Work samples that match the role.
• How do you think? Your process, not just the final piece.
• Did it work? Results, metrics, or feedback.
• Can I trust you? Testimonials, certifications, and honest credit.
• How do I reach you? Contact details that are easy to spot.

The must-have pieces

How to present each project

A gallery of pretty images is not enough. Employers hire your thinking. Turn each project into a short case study so readers can see how you would handle their problems. If you completed the five-part case study on the Personal Branding and Portfolio page, start there.

Case-study template

Copy this structure for every project. Aim for 150 to 300 words plus visuals.

Show results truthfully

Use real numbers when you have them: engagement on a post, traffic to a page, survey responses. If the project was a plan that was never launched, say so and describe what you would measure. Client feedback and instructor comments count as evidence too. Never invent a metric.

What to include from these classes

Your coursework is real portfolio material. Pick the pieces that match the jobs you want, and present each one as a case study.

Choose your format

Most students use two formats: a website as home base and a PDF or LinkedIn Featured for quick sharing.

Tailor it for each opportunity

• Know your audience: research the company and the role before you send anything.
• Curate: applying for social media? Lead with your Social Sprint. Brand design? Lead with your identity board and logo.
• Emphasize outcomes: point to results that match their needs.
• Stay on brand: your portfolio should match your website, resume, and LinkedIn.
• Follow up: after an interview, send a link to the project you talked about.

Team projects: give credit and tell the truth

Most marketing work is team work, and employers know it. What they want to see is your part.

• Name the project as a team project.
• Say exactly what you did: “I led the persona research and wrote the journey map,” not “We created a strategy.”
• Credit teammates by role, or by name if they agree.
• Only show work you made or meaningfully shaped.
• If an interviewer asks about any piece, you should be able to explain every decision on it.

Respect confidentiality

Client projects and internships may include private information. Before you post anything, check with the client, your supervisor, or me. Remove internal data, budgets, and customer details. If needed, describe the client in general terms (“a regional nonprofit”) and blur sensitive numbers. When in doubt, ask first.

Final checklist

• [ ] My bio says who I am and what I do in one or two sentences.
• [ ] I show five to eight of my strongest pieces, not everything I have made.
• [ ] Each top project follows the case-study template: problem, role, process, result, lesson.
• [ ] I included at least two pieces from MARK 465 or MARK 475.
• [ ] Every team project clearly states my role.
• [ ] I removed or approved any confidential client information.
• [ ] Results are real, and plans are labeled as plans.
• [ ] My resume is downloadable and current.
• [ ] I added at least one testimonial or recommendation.
• [ ] My certifications are listed.
• [ ] Contact details appear on the home page, footer, and a contact page.
• [ ] I tested every link and file, on desktop and phone.
• [ ] My portfolio link is on LinkedIn, my resume, and my email signature.

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