AI & personal branding reshape UK job market dynamics

Canva has released its second annual New Year, New Job report, highlighting the pivotal role of artificial intelligence (AI) in the job application process and the increasing importance of personal branding in the UK job market.

The report indicates that AI usage has become standard practice for more than half of UK job seekers, providing assistance beyond traditional CV crafting to include interview preparation and company research. Survey results reveal that 90% of UK hiring managers incorporate AI into hiring procedures, utilising it to summarise resumes and screen applications. Despite this technological integration, 63% of hiring managers believe that transparency regarding the use of generative AI in application materials is crucial.

Faye Longhurst, Regional People Lead at Canva, stated, "Today, standing out among countless applications for a job can be tough. However, by leveraging social media, design tools and embracing AI, job seekers are unlocking new opportunities to get noticed. Curating a professional brand and designing a visual resume have become essential steps to securing your dream job."

The use of design and visual elements in applications is taking precedence, with 97% of UK candidates using AI applications receiving interview callbacks. There is a notable shift toward visually appealing and interactive CVs, with 71% of UK hiring managers favouring resumes featuring such elements. Additionally, 80% of hiring managers prefer candidates to present portfolios showcasing their work.

The importance of a robust digital professional brand is highlighted in the report, with 86% of job seekers and 91% of hiring managers agreeing that it provides a competitive edge. Consequently, 84% of UK job seekers use social media to establish themselves as industry experts, and 76% leverage these platforms to search for roles and gather career information.

AI's influence is not confined to job-seeking but extends to the onboarding process, where 92% of hiring managers believe visual materials improve the experience. AI tools have been employed by 79% of UK hiring managers to create onboarding materials and by 66% of new hires to make an impactful first impression.

Orit Tayar, Global Talent Acquisition Professional Leader at monday.com, emphasizes the role of AI and self-reflection in job searching: "Job searching begins with self-reflection – what drives you and where you want to grow. A strong CV tells that story with clarity and measurable achievements that show – not just tell – your value. AI can sharpen how you present your journey, but the heart of the story remains uniquely yours."

Lamees Butt, CEO and Founder of Riser App, adds, "As algorithms reshape the job market, blending in has become the new career killer. Job seekers need to think of their unique perspective and experiences as their superpower. By cultivating their personal brand and bringing their true self to the table, candidates create meaningful connections that unlock transformative opportunities in ways traditional resumes cannot."

Canva's report further underscores the significance of creativity and technology in shaping the future of employment. With over 220 million people using Canva's platform, the company continues to support users in enhancing their digital, visual job applications through a suite of tools and templates.