“I’m the one rejecting your applications”: Shahnaz Ahmed on the mistakes she sees most

When Creative Director Shahnaz Ahmed posted a TikTok explaining why so many creative applications get rejected, it struck a chord with thousands of job seekers. While hiring for multiple roles, she’s seen what makes an application stand out – and what sends it straight to the “no” pile. Here, she shares the most common mistakes she sees and her honest advice on how to fix them.

As Director of Creative and Innovation at Social Element – and with over 18 years’ experience at agencies including Meta, Livity and Comic Relief – Shahnaz has reviewed countless portfolios. She also shares career advice with over 6,000 TikTok followers, offering an honest look at hiring from a Creative Director’s perspective.

Drawing from those experiences, these are the small but crucial mistakes she's identified that can make the difference between a “maybe” and a “no.”

Your work doesn’t show the right kind of thinking

Shahnaz hires for social-first creative roles – and says too many portfolios don’t show that. “The tricky thing about the roles I hire for is that they’re social-first,” she explains. “So portfolios need to show social-first thinking.”

She looks for potential as much as proof. “If a portfolio doesn’t show social-first ideas, but I can see there’s an ability to think that way, I’ll still pass the application on to the next stage.”

Her point applies more broadly: whatever kind of creative you are, hiring managers want to see how you think – not just what you make. Even if your work isn’t a perfect fit yet, showing that mindset can be enough to get noticed.

You didn’t tailor your application

“The number one reason I reject creative job applications is because they don’t align with the job description,” says Shahnaz. “It can get frustrating, because it feels like some people don’t actually read the job description in great detail.”

She often sees brilliant portfolios that still miss the mark – not because they’re bad, but because they don’t show what’s needed for that specific brief.

Shahnaz encourages applicants to slow down before sending anything off. Read the job description carefully, she says, and make sure the work you’re showing actually reflects what’s being asked for. “Small, thoughtful tweaks can make a big difference.”

Your cover letter feels copied or generic

Another common reason for rejection? Generic or AI-written cover letters. “I do read cover letters,” says Shahnaz, “and I can tell if it’s been copied, pasted or written by AI. That’s important when the role includes creative copywriting.”

She knows it’s tempting to reuse the same text when you’re applying for multiple roles – but personalisation really matters. She gets it – job hunting takes time and energy – but says those small personal touches can go a long way. “When it’s been specifically written for the role and to the person who they’re applying to, I’m way more lenient.”

That effort often carries through to the work itself. “Oftentimes, if a cover letter is written directly for the role and to the person who they’re applying to, their portfolio does match it as well.”

Your portfolio site is hard to use

Presentation matters as much as the work itself, says Shahnaz.

“If we’re creatives and we work in marketing, the ultimate show of your skill set is how you market yourself,” she says. “If a portfolio is a joy to read through and to navigate, it’s going to show your ultimate skill set in action.”

She can overlook a clunky site if the ideas are strong, but says, “It just takes it to another level if the actual experience of looking through your work is also made creatively a joy to go through.” In short: your website is part of your creative pitch.

Remember some decisions aren't about you

Even the best applications can fall at the final hurdle for reasons you’ll never see.“Though we try to put in as much as we can in the job description, there is a lot that you don’t see behind the scenes that goes towards making the final decision,” Shahnaz explains.

“We have to consider the agency, the team you’ll be joining, the clients you’ll work with – and see whether your experience fits with that.”

Still, there are parts you can control – and that’s where she encourages job seekers to focus their energy. “It is in your power to put your best foot forward where you can. That’s your cover letter, the creative examples that you’re going to show, your portfolio experience. Those are the only signals that they are going on.”

For Shahnaz, rejection is part of every creative journey – but it’s never a reflection of talent. “If you believe you’re a great creative, then you’re a great creative, and you will find the right place for you.”

Shahnaz’s key advice

✅ Read the job description properly – most rejections happen because portfolios don’t match the brief.

✅ Tailor your cover letter – write directly to the person and show you’ve read the role.

✅ Show you can think the way the role needs – tailor at least one project to reflect the kind of ideas or skills the job asks for.

✅ Make your portfolio enjoyable to navigate – clean, quick and easy to explore.

✅ Focus on what’s in your control – your cover letter, your creative examples and how your portfolio feels to use.