Why CVs Still Matter in 2025

You’ve probably heard: “CVs are dead, recruiters just check LinkedIn now.” Wrong.

In 2025, your CV is still your golden ticket, audition tape, your business card, and often your only shot to landing interviews, especially in the UK marketing job market where:

• 75% of recruiters still use CVs as the first filter (CV-Library, 2024).
• Applicant Tracking Systems (ATS) reject up to 70% of CVs before a human even sees them (TechTalk CV Guide, 2024).
• For international students, your CV has to prove you’re worth sponsorship at the £38,900 threshold.

As Career Coach GPT bluntly says:

“Your CV isn’t a biography. It’s a marketing asset. Every bullet point must sell you as the solution to an employer’s problem.”

What Employers Look For in Marketing CVs

From TechTalk’s CV template pack and employer PDFs, here’s the reality:

✅ Clarity – Simple layout, consistent fonts, no gimmicks.
✅ Relevance – Tailored keywords matching the job description.
✅ Evidence – Numbers and results, not vague responsibilities.
✅ Transferable Skills – Leadership, teamwork, communication, problem-solving.
✅ Digital Competence – SEO, Google Analytics, Adobe, social scheduling, AI tools.

🚫 What to Avoid (Mark Murphy, Never Say These Words in a Job Interview):

• Buzzwords like “hard-working” or “team player” with no proof.
• Long paragraphs — recruiters scan CVs in 6–8 seconds.

The UK graduate market is no joke right now. According to CV-Library (2025), the average graduate role receives 80–120 applications. For marketing roles, the number can shoot up to 150+ CVs per job posting, especially in hot areas like social media, branding, and SEO.

And here’s the kicker: recruiters don’t even see all those CVs. Why? Because of ATS (Applicant Tracking Systems) — automated filters that scan your CV before a human ever reads it. If your CV doesn’t tick the right boxes (keywords, structure, clarity), you’re invisible.

💡 Think of your CV as a landing page:

• SEO (keywords = ATS) gets you found.
• Good design and clear value keep you in the game.
• Persuasive copy (your achievements) converts you into an interview.

As TechTalk (2025) puts it:

“The strongest graduate CVs balance ATS-friendly formatting with evidence of real results that recruiters can’t ignore.”

So, let’s walk through how to build a CV that actually works for marketing graduates in the UK — plus, when exactly you should be applying in 2025.

Step 1 – Understand the Formula of a Standout CV

A standout marketing CV isn’t about being flashy. It’s about clarity + results. Recruiters don’t have 10 minutes to admire your Canva design; they have 10 seconds to scan for value. Here’s the formula that wins in 2025:

1. Format for ATS + Humans (ATS Optimisation (Don’t Get Ghosted)

Your CV must pass the ATS scan) Here’s how:

• Stick to clean templates and Save as Word or PDF (unless employer specifies).

• No text boxes, fancy graphics, or multiple columns. — ATS struggles with text boxes and logos.
• Use CV templates — built with ATS in mind. Quick check: Copy-paste your CV into plain Notepad. If it stays readable, ATS can parse it.

• Use exact job description keywords (e.g. “Google Analytics 4”, not just “Analytics”).Example: Instead of “Social media strategy,” write “Social Media Strategy (Instagram, LinkedIn, TikTok) — increased reach by 40%.”

2. CV Structure

Here’s the winning CV format for graduates (1-page UK standard, 2 pages max for internships + international experience):

1. Header

• Name, contact, LinkedIn, portfolio link (if creative).
• No photo (UK standard).

1. Personal Statement (3–4 lines)

It act as your elevator pitch. Who you are, what skills you bring, and what you want.

❌ Weak:“Hardworking graduate passionate about marketing.”

✅ Strong:

“Marketing graduate with internship experience in social media and SEO. Skilled in Google Analytics and HubSpot, with proven results in increasing engagement by 40% for a student society. Seeking an entry-level marketing role with progression into digital strategy.”
“Marketing graduate with hands-on experience in SEO and campaign management through internships at [Company]. Skilled in Google Analytics, Adobe Creative Suite, and content creation. Seeking a graduate role where I can combine creativity with data-driven insights to deliver measurable results.”

1. Education

• University, Degree, (avoid putting Year, if you graduate more than 2 years.
• Add standout modules/projects: “Dissertation on consumer behaviour in digital branding.”
• Relevant coursework can sometimes replace experience if you’re new.

Example:

• University of X, BA Marketing, 2:1, 2025
• Key modules: Digital Marketing, Consumer Behaviour, Analytics

1. Experience

This is where most grads lose points. Employers don’t care what you did; they care about the impact.

❌ Weak: “Managed Instagram account for student society.”
✅ Strong: “Grew Instagram followers from 800 to 3,200 in 6 months through targeted reels and collaborations.”

Use action verbs + numbers. Recruiters’ eyes are magnets for data.

Example

• Marketing Intern, StreetPR, London (2024)
  • Created social media campaigns that increased engagement by 32%.
  • Assisted with PPC ads that reduced CPC by 18%.
• Student Union Marketing Officer (Warwick, 2023–24)
  • Led a team of 5 volunteers to promote events, achieving record attendance (1,500+ students).

1. Skills ((Split Hard + Soft with Proof)

Recruiters scan for keywords. Make them easy to find.

• Hard Skills: SEO, PPC, Google Analytics, Canva, HubSpot, Email Marketing, Data Analysis.
  • SEO (Optimised 20+ blog posts, ranking 1st page Google)
  • PPC (Managed £2,000 monthly ad spend)
  • Adobe Photoshop (Designed 30+ social media creatives)
  • Copywriting (Email campaigns with 25% open rate)

• Soft Skills: Communication, Teamwork, Time Management, Adaptability.

TechTalk’s (2025) makes this clear:

“Recruiters use Ctrl+F on your CV. If they can’t find the job ad’s keywords, your CV gets skipped.”

Extras

• Languages
• Volunteering
• Awards

Pro tip from TechTalk (2025):

“Each bullet point should begin with a strong action verb (Managed, Created, Increased, Reduced) and end with a measurable result.”

Step 2 – The Best Time to Apply for Marketing Roles in the UK (2025 Data)

Your CV is your tool. Timing is your strategy. Get both wrong, and you’ll be waiting months for interviews. This is where many grads miss out. Timing matters.

Here’s what the 2025 hiring calendar looks like (based on Milkround, TargetJobs, and CV-Library data):

1. Graduate schemes

Usually held by Big company like Big 4, FMCG, Unilever,  P&G,  Agencies like WPP, Deadlines are often before Christmas.

• Open: September–November 2024 (for 2025 starts).
• Close: December–January.
• Often come with visa sponsorship for international students.
• Highly structured, competitive.
• Note: If you’re a final-year student, September is your golden window. Don’t wait until exams.

1. Graduate Jobs | Early Career (SMEs, startups, agencies)

• Rolling applications year-round. , often advertising 3–6 weeks before start dates.
• Two spikes: March–May (final years applying before exams) and August–September (after results).
• Some are willing to hire fast, especially startups/scale-ups.

1. Internships & Placements

• Summer internships: Deadlines Jan–March.
• Year-long placements: Deadlines often Oct–Dec.

Even if unpaid, internships give your CV the “experience + numbers” edge.

Step 3 – Recruiter Insights: What They Actually Want

I pulled some gems from the books and employer PDFs you uploaded. Here’s what recruiters are literally telling us:

From Arthur Lee, Get Your First Job from an Employer’s Perspective:

“We don’t expect perfection. We expect potential. Show us how your degree, projects, and volunteering prove you can deliver results.”

From Mark Murphy, Never Say These Words in a Job Interview:

“Don’t fill your CV with vague fluff. ‘Hardworking’ and ‘team player’ mean nothing unless you back them up with evidence.”

From TechTalk CV Template Pack:

“Your CV should not only be tailored to the job — it should look like it was written for that job ad specifically.”

Step 4 – CV Mistakes That Cost Graduates Interviews

Arthur Lee (Get Your First Job from an Employer’s Perspective) warns:

“Recruiters don’t care about your whole life story. They want to know: can you do this job, will you fit the team, and are you motivated enough to stay?”

Let’s be blunt. Here’s what recruiters hate:

1. No numbers. “Managed Instagram account” tells me nothing.
2. Overdesigned Canva CVs. ATS can’t read them. Pretty = rejected.
3. Using one generic CV for every job. Sending the same CV everywhere = waste.
4. Weak personal statement. “Passionate about marketing” = instant eye roll.
5. Bad timing. Applying in June for a scheme that closed in November.
6. Overselling irrelevant part-time jobs (e.g. “waitressing” with no link to marketing skills).
7. Forgetting soft skills evidence (e.g. teamwork, leadership in student societies).

Cover Letters (Quick Note)

Employers in the UK still expect tailored cover letters for graduate roles.

Key tip:

• Match values + role fit (not just skills).
• Keep to 1 page.
• Structure: Why Them → Why You → Call to Action.

Step 5 – Example CV Snippet (Good  vs weak)

Graduate CV Examples

❌ Weak

Marketing Intern – XYZ Society

• Managed social media

✅ Good

Marketing Intern – XYZ Society (Sept 2023 – May 2024)

• Increased Instagram engagement by 45% through short-form video content.

See the difference? One is a to-do list. The other is a results pitch.

Step 6 – Mini Glossary for CV Terms

Want to know more, Subscribes and Download OTINGA’s CV Template Pack (2025)  

Step 7 – International Graduate Angle

If you’re an international student on a Graduate Visa:

• Prioritise roles that can grow into £38,900+ quickly (SEO, PPC, Data, Strategy).
• Graduate Schemes are your best sponsorship route.
• Scale-ups and SMEs may sponsor if you prove you’re a high-value hire.

👉 Extra hack: Use CV-Library filters + UK Home Office sponsor list to only apply to companies eligible for visa sponsorship.

Quick Data Snapshot

• Peak hiring months for marketing roles: Jan–March and Sept–Nov.
• Quietest months: July–August (holidays) and December (budget freezes).
• Stat to note: 61% of grads applying in October–November secured interviews vs only 27% applying in March–April (Milkround 2024).
• For internationals, earlier = better (firms budget visa sponsorship ahead of time). Target September openings (big firms) or scale-ups actively recruiting in Q1.

Conclusion

Your CV isn’t just a formality — it’s your personal marketing campaign.
In 2025, to stand out as a graduate:

• Keep it clear, ATS-friendly, and measurable.
• Apply at the right time (Sept–Oct for schemes, Jan–March for SMEs).
• Back up every skill with proof.
• Use your CV as the door-opener, then let your personality shine in interviews.

Brian Tracy summed it up best in The Laws of Luck:

“Luck favours the prepared. Success comes to those who plan, prepare, and present themselves better than the competition.”

Next Step: Subscribes and Download OTINGA’s CV Template Pack (2025) — ATS-friendly, recruiter-approved, and tailored for UK graduate marketing roles.

References 

• TechTalk UK (2024). CV Templates and Employer Insights.
• CV-Library (2025). UK Graduate Job Market Data.
• Arthur Lee (2022). Get Your First Job from an Employer’s Perspective. London: Career Press.
• Milkround (2025). Graduate Schemes Deadlines.
• TargetJobs (2025). Graduate Marketing Careers.