Ask the Recruiter

Q. I'm in the middle of a blog series about how to get a portfolio Web site up and running on your own server space.

Much of it is step-by-step instructions: How to buy a domain name and install Wordpress, how to install a theme, how to add blog posts or pages, etc.

The feedback I've gotten on this has been good, but aside from the basics -- resume, clips, an "About" page, links to social media accounts, blog posts, etc. -- I don't know what recruiters want to see on applicants' personal Web sites.

From a recruiting perspective, what do students need on their sites to stick out from the crowd? Will a top-notch resume and clips package, which may catch a recruiter's eye offline, catch attention online, too?

Thanks so much,

Emily

A. This is the big challenge for everyone competing in the digital marketplace. It all comes down to content.

The answers to content questions lie with the audience. Content providers need to provide the information their audience wants. In the case of student portfolios, the audience is narrowly focused on recruiters.

Recruiters are looking for specific skills from new journalists:

• How good is your journalistic execution?
• How good is your technical execution?
• Do you have anything to say?
• Are you providing regular updates?
• Do you show the potential to attract and hold an audience?
• Are you using and integrating networking tools, such as Twitter, Flickr or Delicious?
  

Several elements of a portfolio Web site will be static, such as the resume. But a blog needs to be updated frequently. Develop a news blog rather than an opinion blog. Keep the content related to your prospective field or industry.

Examples for journalism may include news on training opportunities, the journalism industry (do not try to out-Romenesko Romenesko), or a topic that you may want to cover as a reporter.

A second tactic is to link to a Web site that you are involved with and that highlights your journalism skills. If you lack experience in this area, you may want to volunteer to help create a site. For example, you could offer to develop a site for the campus chapter of a journalism association that you joined or are active in.

What's your question? What job-related opportunities or strategies do you wonder about? E-mail a question to Joe.

Coming Friday: An editorial assistant at a magazine keeps getting bypassed for writing assignments. She is angry and ready to quit. But let's hold on a second.