Depends on the specialism. Performance marketers need paid channel proficiency, attribution knowledge, and analytics capability. Content and SEO marketers need keyword research, content strategy, and technical SEO understanding. Brand marketers need campaign management, agency briefing, and brand measurement skills. All marketers benefit from data literacy, CRM familiarity, and some understanding of how marketing affects revenue. The mistake is listing every marketing buzzword without evidence of depth in any of them.
Specific results for each role: channel performance, budget managed, leads generated, CAC improvement, or revenue attributed to your campaigns. The tools you used and the scale you operated at. Evidence that you understood why something worked, not only that results improved. Hiring managers for digital roles are looking for someone who can build a strategy, execute it, measure it, and improve it. Your CV should show you have done all four.
Only if the follower count is significant and the audience is genuinely relevant. "Grew the company LinkedIn following from 2,000 to 18,000 in 12 months" is a result worth including if social audience development was part of your role. "Has 400 followers on Instagram" is not. The more useful social metrics are engagement rate, reach, and any measurable business outcome that came from social activity (leads generated, traffic driven, conversions attributed).
Link your activity to a measurable business outcome. The most persuasive format is: activity + investment + outcome. "Designed and executed a 6-month content program (£40K budget) that generated 2,400 SQLs and contributed £180K in closed revenue in its first year" is a credible, verifiable marketing ROI claim. Where exact revenue attribution is unavailable, use pipeline contribution, MQL count, or CAC reduction as the metric.
Google Ads and Google Analytics certifications are widely recognized and worth including. HubSpot Academy certifications are relevant for inbound and CRM roles. Meta Blueprint and LinkedIn Marketing Labs are useful for paid social roles. CIM (Chartered Institute of Marketing) qualifications (Certificate, Diploma, Professional Diploma) are among the best-known formal marketing qualifications in the UK and carry weight at mid and senior levels.