Common CV Mistakes To Avoid

Holly Wilkinson • November 11, 2025

Why It Matters

A great CV gets you through the door but too many strong candidates miss out because of small, easily avoidable mistakes.

In marketing, digital and creative roles, first impressions count. Recruiters and hiring managers scan CVs in seconds, looking for clarity, credibility and relevance. Here’s how to make sure yours ticks every box.

Mistakes to Watch Out For

🚫 Too generic
Sending the same CV for every role is a missed opportunity. Tailor it to reflect the specific skills, tools and language of the job description so it feels written for them.

🚫 Task lists instead of results
Hiring managers don’t just want to see what you did, they want to see what you delivered. Replace task lists with achievements: “Increased website conversion by 22% through UX redesign” says far more than “Managed website updates.”

🚫 Not addressing career gaps
You don’t need to overexplain or apologise for breaks in your career but you should acknowledge them briefly. A short, confident line like “Career break for personal development” or “Freelance and project work during transition period” signals transparency and control. Gaps only raise red flags when they’re left unexplained; handled simply, they show self-awareness and professionalism.

🚫 Not Including month you started and finished every role
Always include both the
month and year for when you started and finished each role. Leaving them out can cause confusion, a job listed as “2022–2023” could mean anything from two months to two years. Employers and recruiters want clarity and consistency; showing exact months demonstrates transparency and gives a more accurate picture of your experience.

🚫 Forgetting your personal paragraph
Include a short (3–4 line) personal summary at the top of your CV, your elevator pitch. Highlight what you do, what you’re great at, and what you’re looking for next. It sets the tone and brings your story together.

🚫 Missing keywords and core skills
Recruiters (and applicant tracking systems) scan CVs quickly for relevant skills. Make sure your core skills, the channels, tools and specialisms you’re strongest in are visible at the top of your CV. Consider using a short “Core Skills” or “Expertise” section, or weave them naturally into your personal summary. These keywords don’t just catch a recruiter’s eye; they also help your CV rank higher when recruiters are searching databases for candidates with your expertise.

🚫 Listing GCSEs in full
There’s no need to list every GCSE subject and grade, it’s rarely relevant. A simple line like “9 GCSEs including English and Maths” is enough. If you didn’t get great results, don’t draw attention to them. Focus instead on your professional experience, achievements and upskilling since then. Education should support your story, not distract from it.

🚫 Too much detail
More than two pages isn't a negative if the content is strong, but don’t fill space for the sake of it. Focus on relevance, not volume.

🚫 Poor formatting
Inconsistent fonts, cramped layouts or over-designed CVs are distracting. Use a clean, easy-to-read structure; clear headings, bullet points and plenty of white space.

🚫 Missing key tools and platforms
Don’t forget your digital stack: GA4, HubSpot, Salesforce, Meta Ads Manager, Canva, Mailchimp, Adobe Creative Suite, list what’s relevant.

🚫 Typos, spelling and formatting slip-ups
It sounds simple, but these small details can seriously undermine credibility. Always proofread and be consistent. That means:

  • Use UK English (organise, specialise, analyse and not organize, specialize, analyze).
  • Check spacing, fonts and alignment.
  • Be consistent with punctuation, either end all bullet points with full stops or don’t. Mixing styles looks careless.

For marketing, comms and creative roles, where brand accuracy matters, this level of polish can make or break a first impression.

🚫 Including your date of birth
You don’t need to include your date of birth, and you shouldn’t. Under the Equality Act, employers and recruiters must avoid age discrimination. Modern CVs are about skills, experience and value, not personal details. Leaving it out helps ensure a fairer, unbiased recruitment process.

Employer Perspective

Hiring managers typically spend 6–8 seconds scanning a CV before deciding whether to read further. The best ones stand out because they’re relevant, readable and results-focused, not flashy.

Final Thought

Your CV doesn’t have to be clever, it just has to be clear. Keep it honest, keyword-optimised and focused on the value you bring.


If you’d like an honest, constructive review of your CV, we’ll tell you what’s working, what’s not, and how to make it stand out for all the right reasons.


Upload your CV for feedback

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Salary Scales
By Holly Wilkinson November 12, 2025
Why It Matters Talking about money can feel uncomfortable but it’s one of the most important parts of the hiring process. Your salary expectation sends a message: it tells an employer how you value yourself and where you see your level of contribution. Pitching it right is about balance , go too low, and you risk underselling your worth; go too high without context, and you might price yourself out of contention. Being open, informed and confident in that conversation shows self-awareness, professionalism and credibility, all qualities employers notice and respect. How to Talk About Salary with Confidence Do your homework Before the interview, research average salaries for your role, level and location. Market rates can vary significantly between agency and in-house, or between Milton Keynes and London. If you’re unsure, we can share real-time local salary benchmarks so you walk in informed. Give a realistic range It shows flexibility while setting clear expectations. If your research suggests £40k–£45k, it’s fine to say, “I’m ideally looking for something around the mid-40s, depending on the role and responsibilities.” Frame it around value, not just numbers Explain why your expectations sit where they do, link them to results, ROI, leadership experience, or specialist knowledge. For example: “I’ve managed multi-channel campaigns with £500k+ budgets, consistently delivering ROI, so I’m targeting roles around the £50k mark.” This shifts the focus from cost to contribution. Don’t undersell yourself If you say you’d “take less for the right role,” there’s a good chance you’ll be offered less. Employers typically work within budgets, not above them so set your expectation confidently and let your experience justify it. Consider the whole package Salary is important, but benefits, flexibility, progression and culture can all make a huge difference. Be ready to discuss the overall value of the opportunity, not just the pay packet. Be mindful of proof Some employers may ask for evidence of current or previous salary, such as a P60 or recent payslip. It’s not a trap, it’s part of ensuring internal parity. Just make sure your expectations align realistically with your documented history and market value. Employer Perspective Most employers set a salary range before a role goes live. If your expectations fit that window, the process moves smoothly. If they don’t, it’s better to clarify early than waste anyone’s time. And remember: once you’ve put a figure on the table, it’s rarely possible to negotiate significantly higher later so preparation really does pay off. Final Thought Salary conversations don’t need to be daunting. With the right insight and preparation, they can be empowering. Know your worth. Be honest about your expectations. And let your recruiter help position you in the best possible light, we’ll share market data, guide you through the discussion, and make sure you’re representing your value with confidence. Talk to us about salary benchmarks and negotiation advice
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Why It Matters Rejection hurts and there’s no getting around that. You put time, energy and hope into an opportunity, only to hear “we’ve decided to move forward with another candidate.” But in a competitive market, where marketing and digital roles attract hundreds of applications , rejection isn’t a reflection of failure, it’s feedback, redirection and part of the process. The truth? It’s not about how many no’s you get. It’s about how you respond to them because that’s what shapes your next “yes.” How to Handle Rejection and Move Forward Ask for feedback Don’t be afraid to ask why you weren’t selected. Sometimes it’s about fit, team dynamics or timing ,not your ability. Constructive feedback gives you clarity and helps you improve how you present yourself next time. If you’ve worked with us, we’ll always ask on your behalf and be honest about what we hear. Don’t take it personally It’s easy to think, “What did I do wrong?” But remember, recruitment is often about nuances, one candidate might have slightly more experience with a tool, or a particular cultural fit. It’s rarely black and white. Reframe rejection as redirection Every “no” gets you closer to the right opportunity. Think of it as refining your path rather than blocking it. Many of the candidates we’ve placed in career-defining roles started with a rejection or two but each one helped them refine their story, focus their search and prepare better for the next. Keep your momentum The hardest part after rejection is not losing motivation. Take a day to reset, then get back into action. Keep learning, keep applying, keep connecting. Every interview builds experience and confidence and you never know when the right door will open. Zoom out — one role doesn’t define your career Your career is a long game. You’ll have highs, lows and everything in between. What matters is consistency, curiosity and resilience. Marketing and digital are fast-evolving industries, those who stay adaptable and open always bounce back faster. Employer Perspective Hiring managers often make decisions between two or three excellent candidates. Missing out doesn’t mean you weren’t good, it means someone else was a slightly better match for that brief, at that time. And here’s the thing: we’ve seen candidates who were runners-up get called back six months later when the perfect opportunity arises. A “no” today can still be a “not yet.” Final Thought Rejection isn’t the end of your story, it’s just another chapter. The next opportunity might be the one that changes everything. If you’ve had a setback, talk to us. We’ll help you review feedback, strengthen your approach and get you in front of the roles where you’ll genuinely thrive. Talk to us about your next move
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By Holly Wilkinson November 12, 2025
Why It Matters Talking about money can feel uncomfortable but it’s one of the most important parts of the hiring process. Your salary expectation sends a message: it tells an employer how you value yourself and where you see your level of contribution. Pitching it right is about balance , go too low, and you risk underselling your worth; go too high without context, and you might price yourself out of contention. Being open, informed and confident in that conversation shows self-awareness, professionalism and credibility, all qualities employers notice and respect. How to Talk About Salary with Confidence Do your homework Before the interview, research average salaries for your role, level and location. Market rates can vary significantly between agency and in-house, or between Milton Keynes and London. If you’re unsure, we can share real-time local salary benchmarks so you walk in informed. Give a realistic range It shows flexibility while setting clear expectations. If your research suggests £40k–£45k, it’s fine to say, “I’m ideally looking for something around the mid-40s, depending on the role and responsibilities.” Frame it around value, not just numbers Explain why your expectations sit where they do, link them to results, ROI, leadership experience, or specialist knowledge. For example: “I’ve managed multi-channel campaigns with £500k+ budgets, consistently delivering ROI, so I’m targeting roles around the £50k mark.” This shifts the focus from cost to contribution. Don’t undersell yourself If you say you’d “take less for the right role,” there’s a good chance you’ll be offered less. Employers typically work within budgets, not above them so set your expectation confidently and let your experience justify it. Consider the whole package Salary is important, but benefits, flexibility, progression and culture can all make a huge difference. Be ready to discuss the overall value of the opportunity, not just the pay packet. Be mindful of proof Some employers may ask for evidence of current or previous salary, such as a P60 or recent payslip. It’s not a trap, it’s part of ensuring internal parity. Just make sure your expectations align realistically with your documented history and market value. Employer Perspective Most employers set a salary range before a role goes live. If your expectations fit that window, the process moves smoothly. If they don’t, it’s better to clarify early than waste anyone’s time. And remember: once you’ve put a figure on the table, it’s rarely possible to negotiate significantly higher later so preparation really does pay off. Final Thought Salary conversations don’t need to be daunting. With the right insight and preparation, they can be empowering. Know your worth. Be honest about your expectations. And let your recruiter help position you in the best possible light, we’ll share market data, guide you through the discussion, and make sure you’re representing your value with confidence. Talk to us about salary benchmarks and negotiation advice
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Why It Matters Rejection hurts and there’s no getting around that. You put time, energy and hope into an opportunity, only to hear “we’ve decided to move forward with another candidate.” But in a competitive market, where marketing and digital roles attract hundreds of applications , rejection isn’t a reflection of failure, it’s feedback, redirection and part of the process. The truth? It’s not about how many no’s you get. It’s about how you respond to them because that’s what shapes your next “yes.” How to Handle Rejection and Move Forward Ask for feedback Don’t be afraid to ask why you weren’t selected. Sometimes it’s about fit, team dynamics or timing ,not your ability. Constructive feedback gives you clarity and helps you improve how you present yourself next time. If you’ve worked with us, we’ll always ask on your behalf and be honest about what we hear. Don’t take it personally It’s easy to think, “What did I do wrong?” But remember, recruitment is often about nuances, one candidate might have slightly more experience with a tool, or a particular cultural fit. It’s rarely black and white. Reframe rejection as redirection Every “no” gets you closer to the right opportunity. Think of it as refining your path rather than blocking it. Many of the candidates we’ve placed in career-defining roles started with a rejection or two but each one helped them refine their story, focus their search and prepare better for the next. Keep your momentum The hardest part after rejection is not losing motivation. Take a day to reset, then get back into action. Keep learning, keep applying, keep connecting. Every interview builds experience and confidence and you never know when the right door will open. Zoom out — one role doesn’t define your career Your career is a long game. You’ll have highs, lows and everything in between. What matters is consistency, curiosity and resilience. Marketing and digital are fast-evolving industries, those who stay adaptable and open always bounce back faster. Employer Perspective Hiring managers often make decisions between two or three excellent candidates. Missing out doesn’t mean you weren’t good, it means someone else was a slightly better match for that brief, at that time. And here’s the thing: we’ve seen candidates who were runners-up get called back six months later when the perfect opportunity arises. A “no” today can still be a “not yet.” Final Thought Rejection isn’t the end of your story, it’s just another chapter. The next opportunity might be the one that changes everything. If you’ve had a setback, talk to us. We’ll help you review feedback, strengthen your approach and get you in front of the roles where you’ll genuinely thrive. Talk to us about your next move
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