Job hunters must realize that they are marketing their skills, experience and education in exchange for their salary. Familiarizing themselves with marketing-inspired terminology will help them jump the divide from job hunter to job holder! The following mini-glossary of terms provides a good start.
Accomplishment-based Resume-Perhaps 95 percent of applicants continue to submit resumes that read like a position description. Boring! “Sourced and landed new clients and brought in sales” is an ineffective statement. Here’s a resume statement that is guaranteed to generate interest: “Delivered exceptional results: $10K in average monthly recurring revenue, a 75 percent increase.”
Branding-Expertise earns more attention and more salary. Develop a strong sense of what you offer, and distinguish yourself from the competition. Rather than presenting yourself as an operations manager, perhaps you can prove that you are a “Corporate ambassador who fosters teamwork and maximizes profitability”? Or perhaps you are a Business Analyst who “optimizes HRIS systems in alignment with business processes in support of corporate goals”? Branding must always be authentic, and must be proven in your resume’s content.
Buying Motivators-It is precisely because an accomplishment-based resume addresses the employer’s buying motivators that it generates interest. In marketing, buying motivators are commonly recognized as needs, wants and desires. The resume writer must keep in mind that employers’ buying motivators are aligned with profits, performance and productivity. Address the employer’s bottom line and you’ll get noticed.
Cover Letter Pitch-Recruiters dread reading yet another cover letter that begins “Please accept my resume in application for the position of Sales Agent advertised in last Saturday’s Record.” In keeping with marketing strategies, wow the reader with a pitch in your very first paragraph. Sell the sizzle, not the steak. Seize interest at the outset. How about this:
” I love a good challenge, and have twice taken a company with little or no Human Resource functions from start-up to well-established. In fact, one of these won an award for Best Workplace in the Americas within three years’ time”.
Relationship Management-Avoid digressing into your hardships when chatting with receptionists as you drop off resumes; don’t apply to jobs for which you have little or no qualifications; and keep good records of where you applied, for which position and when. Good people skills are usually required; prove you have these with active relationship management.
Self-Marketing Documents-As competition increases for the jobs available, strategies for getting noticed evolve. This is the time for self-marketing. Resume, cover letter, professional bio, major project profile, networking letter, personal website, and your LinkedIn presence are all self-marketing documents. Make sure all present a consistent and strong (branded) message.
Value Proposition (VP)-Know your value-the benefits that you offer in return for your salary-and present it succinctly. It must refer to how you have impacted profits, performance, and productivity-your audience’s buying motivators-in order to land you a job offer.
Applying marketer’s strategies to yourself will reap employment benefits: a shorter job search and better offers.
Stephanie invites you to visit her website at http://www.newleafresumes.ca/ for more information. Copyright 2009 New Leaf Resumes. Feel free to reprint this article, but please provide the author with full credit.