What do employers actually look for on your socials?

Welcome back to Hire Power, our advice series tackling the big questions that come up again and again about breaking into the creative industry. Each edition leans on the experts – from recruiters and career coaches to creative directors – to get you clear, practical answers. This time we’re asking: what do employers actually look for on your socials? From Instagram to LinkedIn, TikTok to X, your online presence can feel like both a portfolio and a trap. So how do you make sure it works in your favour?

The truth is, if your profiles are public, most recruiters will take a quick look. For some employers, social media offers a quick impression of who you are beyond your CV. In creative roles especially, it can also highlight your skills, process and interests. That’s why candidates often struggle to know how much to share, or what red flags might put them at a disadvantage.

To get some clarity, we asked three people who regularly review candidates’ online presence – marketing career coach Stephanie Brown, career consultant Patricia Marques Guerreiro, and design recruiter Naomi Dacosta, to share what they look for, and what they don’t.

Stephanie Brown
Marketing Career Coach (ex-Nike & Apple)

Pick the channel that works for you
Rather than trying to post everywhere, Stephanie suggests focusing your energy on the platform that feels most natural. “Pick the channel that resonates best with you, decide what content you want to make and why, and use it to build your profile.”

Start with LinkedIn, and the right profile picture
In Stephanie's experience, LinkedIn is usually the first place creative employers look. She advises paying attention to how your profile picture comes across: “Sometimes I see people applying for jobs at youth-focused brands like Nike, but their headshot makes them look like a bank manager. We work in the creative industry, so your picture should reflect that.” She points to AJ Coyne, VP of Marketing at Monzo, as a great example of a photo that feels creative and approachable.

Use socials to show what you know
Your social channels don’t need to be polished portfolios – they can simply show engagement with your field. “If you want to work in fashion, you could have an Instagram that’s fashion-focused, a TikTok channel where you share commentary, or a YouTube channel critiquing different brands,” Stephanie says. “You don’t have to wait for someone to invite you to create content like that, you can put it out there yourself, and then share it with employers to show how you think and what you know.”

Plug gaps with side content
If you don’t yet have professional experience, social media can also be a smart way to demonstrate initiative. “That’s unique to us: content creation can be part of our jobs and can show our creativity. So I’d use social media strategically to plug gaps in your knowledge or experience,” she explains. “Your posts can show you’re proactive, that you understand the platforms, and that you’re already thinking like a creative.”

Some people worry that employers will dig through old posts, but Stephanie thinks that’s overstated in the creative industry. What matters more is showing curiosity and sharing ideas; you don’t need to wait for permission to put your perspective out there. If you’re currently employed, though, she advises checking your company’s policy before posting industry-based content.

Patricia Marques Guerreiro
Independent Careers Consultant and Writing Coach, formerly Careers Advisor at the Royal College of Art

Decide what you want employers to see
If your accounts are public, assume a prospective employer or client will look. Patricia suggests a simple test: “Ask yourself: would I be comfortable with them seeing this? If not, make it private, or consider running two accounts, one professional and one personal.” If you do run two, make sure your professional account links clearly to your portfolio or website, so an employer doesn’t have to go digging.

Show you’re engaged with the industry
What stands out positively is when creatives use social media to share their work, show process and engage with the wider industry. “Posting from exhibitions, networking events, or reflecting on influences adds useful context,” she says. Even small signals, like posting about an event or inspiration, can help an employer understand your perspective.

Don’t forget the portfolio link
Patricia stresses one easy win: link your website or portfolio clearly from your social accounts. It’s a small detail, but it makes it far easier for employers or clients to see your work in full.

Keep LinkedIn up to date
LinkedIn deserves special mention. “At the very least, keep your information current – you don’t need to post often, but occasional updates show you are active and engaged.” She warns that red flags are usually about inconsistency or unprofessional content, not a lack of posting. “A clear, consistent presence will always be more valuable than chasing algorithms.”

Naomi Dacosta
Design Recruiter and Founder, NDC Creative (Sessional Lecturer, Ravensbourne)

Show the thinking behind your work
For designers especially, the ability to explain your decisions is crucial. “I look at how you talk about design. Can you explain why something works or doesn’t? How do you use captions, threads or posts to show your process? Your thinking and problem-solving matter more than polished outputs.”

Enthusiasm goes a long way
Naomi is drawn to designers who share side hustles, experiments and half-formed ideas. “That enthusiasm always comes through, and it makes you stand out more than a perfectly curated feed.”

Red flags vary by studio
What might look unprofessional to one brand can feel like personality to another. Even a messy or experimental feed can be a plus in the right place. One universal red flag, though, is prejudice or hostility. “I’m not a fan of the ‘armchair warrior’. Keep comments respectful. Prejudice or derogatory statements are a huge no. Swearing and playful banter, though? That doesn’t faze me.”

Key takeaways

Here’s a quick checklist to help your socials work for you:

✅ Start with LinkedIn: at minimum, have a solid, up-to-date profile

✅ Assume they’ll look: if your profiles are public, recruiters will likely check them

✅ Set the right tone: a stiff, corporate headshot can jar in a creative industry

✅ Plug gaps with socials: if your CV feels light, small posts can show curiosity and initiative

✅ Add context, not polish: snapshots from exhibitions, events or influences show engagement with your field

✅ Link it back: make sure your socials point clearly to your portfolio or website

✅ Stay consistent: keep profiles updated and your name the same across platforms so you’re easy to find

✅ Show process and energy: captions, experiments and side projects go further than a curated feed

✅ Avoid hostility: disrespectful or prejudiced comments are the one universal red flag