Comms Expert POV
If you have ever sent out a strong CV and heard nothing back, Eunice Victoria wants you to know it is probably not your experience that is the problem. It is how you are presenting it.
Eunice is an Executive Transition and Leadership Advisor at Skills to Grow, where she helps senior African and global development professionals land leadership roles through executive CV writing, LinkedIn revamps, job applications, and AI career strategy. She works with professionals targeting roles at the UN, INGOs, and multilateral organisations.
We sat down with her to get her honest assessment of where senior communications professionals are going wrong and what it actually takes to stand out.
Lets dig in.
When you review a senior communications CV, what is the first thing you look for?
I look at four things.
- Leadership and management – The number of your team members, diversity, and achievements.
- Strategy – how you solve problems.
- Budget – how much you can handle and the return on investment
- Scope – geographically, a leader who can manage a team in Nyeri is different from a leader who can manage a global team.
What is the most common mistake mid-level comms professionals make on their CVs?
Most input responsibilities instead of achievements. Responsibilities can be given to anyone. Achievements are actually what makes a person different.
Secondly, most professionals do not know how to position themselves. Positioning starts from the title of the CV all the way through to the references; all of it should tell us that you are in this industry.
Thirdly, most professionals do not use thought leadership to stand out. You should write even one op-ed annually, just the way you do with the executive team. That is why most people complain that they are not respected as comms professionals; they are not acting like one.
Finally, most people still use buzzwords from AI tools. No CV should start with “result-oriented individual who is hardworking.” Please talk about yourself.
Most professionals do not use thought leadership to stand out. You should write even one op-ed annually, just the way you do with the executive team. That is why most people complain that they are not respected as comms professionals; they are not acting like one.
Is there a difference between what African employers look for versus global or international organisations?
Yes, there is a difference between African employers and the global market.
First, the issues are different. The problems that roles solve locally are different from what you encounter globally, so the scope of work reflects that. A marketing manager at Equity Bank in Kenya and a marketing manager at the World Bank handle very different scopes of work.
However, when differentiating the African market from the global market, the African market has more challenges; I will call it that. Some countries such as India may share similar market issues, but if you are a comms manager for an NGO in the USA and an NGO in Africa, the set-up can be very different. Issues in Africa can include funding, political interference, tribalism, multiple languages and cultures, and regulatory uncertainty. It comes down to understanding the unique environment that the organisation operates in and demonstrating that understanding on your CV.
How important is a LinkedIn profile in the hiring decision today?
If I were hiring a communications professional anywhere in the world today, the first platform I would use is LinkedIn. Recruiters can now identify qualified candidates in minutes by searching for specific keywords that match a job description. This has fundamentally changed how talent is sourced. For anyone aspiring to work in regional or international roles, LinkedIn is no longer optional; it is essential.
I have been on LinkedIn for over 12 years, and it has opened doors to incredible opportunities throughout my career. One of the biggest lessons I have learned is that your profile should demonstrate thought leadership, not just career milestones.
Many professionals use LinkedIn as a place to post certificates, congratulate friends, or share personal updates. While there is nothing wrong with celebrating achievements, recruiters are looking for something different. They want evidence of how you think and work.
Many professionals use LinkedIn as a place to post certificates, congratulate friends, or share personal updates. While there is nothing wrong with celebrating achievements, recruiters are looking for something different. They want evidence of how you think and work. They want to know how you lead teams, how you solve complex communication challenges, what campaigns you have delivered, what insights you have about the industry, and what results you have achieved.
I also continue to see avoidable mistakes that weaken otherwise strong candidates, such as not having a professional profile photo, using a picture of a child or another person, having an incomplete headline, or leaving key sections of the profile blank. As a communications professional or executive, your LinkedIn profile is an extension of your personal brand. The look and feel of your page should inspire confidence and reflect the standards you would bring to the organisations you hope to serve.
What would you tell a communications professional who has great experience but keeps getting passed over?
Build a niche and become the go-to person in that sector. It can be health, climate change, education, maternal health; pick your area and position yourself as an expert in it. Reach out to organisations that operate in that space. Join their professional associations and become the person who offers advisory to organisations in that sector. Write op-eds in the Business Daily or your local newspaper. Create a LinkedIn newsletter about it. Within 190 days, people should know who you are.
And most importantly, work with a career coach who understands the market well. A career coach will make the results come faster.
This conversation is part of Comms Expert POV – Comms Arena’s series where Africa’s communications professionals share the real work, real decisions, and real lessons behind their most compelling projects. If you would want to be featured under this section, email connect@commsarena.com or text us via +254112883394