Employer-Ready Criteria for Digital Marketing Career Switchers

Resume Criteria

Content

Heading

Include name, phone number, professional email address , city and state or region, and written out  hyperlinks to LinkedIn, portfolio and GitHub.

Summary

  • Title of role pursuing (do not identify as a student).
  • Background experience that connects to the role you are pursuing.
  • Avoid pronouns.
  • 2-3 digital marketing skills (campaign development and optimization, content strategy, social media, SEO, web design, branding experience, etc.)
  • 2-3 transferable skills (ex. adaptable; time management; communication; innovative; collaborative; conflict resolution).
  • Years of related experience (keep below 10 years).
  • Accomplishments, recognitions, and/or awards. 
  • Training or certifications

Skills

  • Include skills / concepts / methodologies (etc.) acquired in the program.
  • Ensure programming languages and technologies conform to standard spelling and style for the industry.

Projects

  • Include up to three of your strongest projects 
  • Include a brief description for each project (1-2 lines) 
  • Include skills / concepts / methodologies (etc.) used
  • Include written links to projects.

Experience

  • Clearly laid out with accomplishments highlighted rather than job duties.
  • Experience listed in reverse chronological order, with job title, job description, company name, city & state or province, and dates of employment. 
  • Start every bullet with an action verb; don’t use the same verb more than once.
  • Pull out transferable skills from previous roles that will speak to your target role (e.g. attention to detail, thrives under pressure, etc.).

Education

  • List education below Experience.
  • Listed in reverse chronological order 
  • Include city and state
  • Include title (ex. certificate, bachelor’s, master’s, etc.) 
  • Include the current program as the most recent item in education and ensure it is listed as a certificate.

Applicant Tracking System (ATS)

  • Include standard heading titles (Education, Projects, Technical Skills, Summary, Experience).
  • Spell out acronyms and abbreviations (abbreviated months are acceptable).
  • Use bullets instead of asterisks. 
  • Avoid images, icons, or photographs.
  • Avoid colored text.
  • Avoid columns, tables, text boxes, and graphs.
  • Do not write in the header or footer of the document. 
  • Use keywords that match the job description and align with required skills needed for each specific role.

Design and Format

Simplicity

  • No template language or blank areas.
  • Design does not get in the way of necessary text/content.
  • Text fills the page without overcrowding.
  • Balanced margins, between 0.5” – 1.”
  • No more than one page if new to the field, two pages if have relevant experience.
  • Name and headlines stand out.
  • Few (or no) hanging lines (where just a few words take up an entire line).

Consistency

  • Font size of 11 or 12.
  • Consistent and professional font style. It’s okay to use different fonts for the headings and body. Professional font styles include: Arial, Calibri, Cambria, Georgia, Helvetica, Times New Roman.
  • Consistent use of bold, italic, and underline; same bullet point style for all lists.

Accuracy

  • Consistent punctuation throughout.
  • No grammar errors; no spelling errors.
  • No personal pronouns (I, we, he, or she).
  • Abbreviations or acronyms are not used unless necessary.

Portfolio Criteria

Content

  • Includes name, email address, link to aPDF of your resume/CV, and link to your LinkedIn.
  • A bio which pulls from past experience as well as experience in bootcamp to demonstrate how you have applied skills and concepts that will showcase you in target role.

Relevance

  • Minimum of 5 skills or technologies.
  • No listing of % proficiency of skills or technologies.

Project Details

Each project includes:

  • 3-5 projects are listed.
  • Short description of the problem being solved.
  • List of the concepts and technologies used in the applications.
  • Link to deployed project.

Design and Format

Simplicity

  • No unnecessary photos.
  • Readable text and colors.
  • Grammar and spelling mistake-free.

Screenshots

Clear thumbnails or screenshots from each project.

Mobile-Friendly

It doesn’t have to be entirely responsive, but make sure it doesn’t break on smaller screens.

GitHub Profile Criteria

Professional Profile

  • A personalized photo or image (something other than the default identicon).
  • Email or other contact info is listed.
  • A descriptive tagline, e.g. “Front End Developer.”

Pinned Projects

3-6 projects pinned on profile.

Individual Projects

  • At least one full stack project.
  • At least one project with a polished front-end.

Group Projects

  • Other group members’ contributions are visible in the commit history (i.e. don’t just copy all the code and push it to a new repo). 
  • Your projects have meaningful commits in the history, making your participation in each project clear.
  • README clearly points to the profiles of group collaborators.

Project Focused READMEs

  • Each project contains a README file. Those that do not should be hidden.
  • Provides a high-level summary of the app and the problem it is trying to solve. 
  • Lists notable features of the app. 
  • Provides start-to-finish instructions on how to run the app. 
  • Link to deployed version of the app. 
  • Screenshots or a link to a demonstration video of the app.

Commit Histories

  • At least 5 commits per repository.
  • Regular activity, including continued activity at least once per week after graduation.
  • No profanity in commit history.

Code Readability

  • Linted code (i.e. used ESLint).
  • Consistent spacing and indentation.
  • Valid HTML.

Code Organization

  • Modular Code wherever possible.
  • No syntax errors when running the app.

LinkedIn Profile Criteria

Compelling Introduction

  • Professional profile photo. 
  • Customized background image. 
  • Up-to-date contact information (email). 
  • Catchy headline that incorporates target role. 
  • Clear summary statement that speaks to experience, background, and professional qualifications.

Experience

  • Clearly laid out with accomplishments highlighted rather than job duties.
  • Experience listed in reverse chronological order, with job title, job description, company name, city & state or province, and dates of employment. 
  • Start every bullet with an action verb; don’t use the same verb more than once.
  • Pull out transferable skills from previous roles that will speak to your target role (e.g. attention to detail, thrives under pressure, etc.).

Education

  • List education below Experience.
  • Listed in reverse chronological order 
  • Include city and state with 
  • Include title (ex. certificate, bachelor’s, master’s, etc.) 
  • Include the current program as the most recent item in education and ensure it is listed as a certificate.

Skills, Recommendations, Accomplishments, and Interests

  • These sections give a fuller picture of who you are.
  • At least 20 skills, both technical and transferable. 
  • At least 2-4 recommendations that attest to your skill set and work ethic. 
  • At least 2-3 projects highlighted with working links.
  • At least 20 interests displayed, with a mix of personal and professional interests.

Accuracy

  • All spelling is accurate with consistent punctuation. 
  • Tone consistent throughout. 
  • All links work.

Professional Brand Statement Criteria

Concise

Consists of 75-150 words.  Keep it focused and make every line count.

Targets Role

First line presents you in your desired role. Avoid identifying as a student (as you will use this after graduation). Ex: Social Media Coordinator, Content Manager, Digital Marketing Specialist.

Includes Education

Includes only relevant degrees, certifications, and/or trainings. Make sure you include the program to demonstrate your technical training. Ex: Certificate in digital marketing from XYZ University.

Includes Skills and Strengths

Includes 3-5 relevant technical skills and professional strengths that align with a desired role.

  • If available, use the job description to determine the best skills to include.
  • Show how you have applied these skills and strengths in previous roles or projects.

Demonstrates Value

Showcases professional or academic achievements, accomplishments, successful projects, and recognitions. Hint: Aim for professional, but if you lack professional experience, pull from academics.

Includes Motivation/Aim

Determine what motivates you professionally. What end results do you hope to achieve in your role?

Positions Yourself

Sell, don’t summarize! Connect how your past experience, skills, and/or training have prepared you for your desired role. This is where you can provide examples to support your claims. Hint: To demonstrate that you are a team player, give an example of working successfully in a team environment. Show outcomes of your work.

Presentation

No spelling or grammatical errors. No slang. No redundant word choices. Varied sentence structure.


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