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With so many companies cutting marketing budgets and personnel, an overwhelming number of marketing executives are updating their resumes, either through preparation or by necessity. The shortage of jobs and overabundance of talent has fueled the surge in personal branding. As many of our friends and clients have come to us for help in this matter, we thought we'd shed a little light on the subject.
Personal branding is really nothing more than applying the same techniques used to differentiate an organization's products/services to differentiate yourself as an individual. When viewed through this lens, it becomes apparent that the goal of your resume is to capture and express the value that only you will bring to an organization. Make the case for why you're different and how this difference makes you better and your resume should find its way towards the job and the career that best suits your abilities.
Simple enough? Then why do so many sabotage their own success? The problem is that too many marketing executives fail to properly frame what makes them the better candidate. Instead of focusing on the transferable skills that allowed them to achieve results, they choose to focus on career milestones.
The purpose of stating responsibilities is to give context to your skills. Your accomplishments validate those skills. This gives an employer confidence in an otherwise subjective and often exaggerated work history. Focus on the singular benefit that you will provide. The rest of your brand story will fall into place, and you will fall into the right position at the right company.
Have a Singular benefit
Many unemployed marketing professionals are highly talented and qualified, yet are willing to trade a pay-cut for a paycheck. Potential employers know this. Rather than focusing on advanced academic degrees or lofty job titles, provide a clear reason to choose you. If you're pursuing a job that you may be "overqualified"Â for, explain your willingness to take a "lesser position"Â in a way that makes sense, such as changing fields to pursue your passion, or having the time to see your kids grow up.
Objective
Your "objective" statement is perhaps the single most important item on your resume. This is you value proposition. Its only purpose is to clearly and concisely outline the value you'll bring to the company. Don't focus on large achievements that might scare an employer away. You're outlining your future by drafting a map from past to present. This may require that you play down your "experience" to play up what transferable skills you bring to an employer.
People Don't Read, They Scan
Make your resume clear and simple. Figure out what will make you stand out within your chosen field and place that simple fact front and center. Then measure everything from content to layout against this fact and start making cuts. But don't cut so deep as to reduce your resume to a skeleton. Trim the fat and loose the buzz words.Â
Just the Facts Mam
Very few people will care if you like to cook, ski, golf, or simply enjoy Vermont, unless it adds value to the position and the company. Your extracurricular activities should illustrate dedication and expertise. Otherwise, less is more. The same can be stated for skills. There is no need to state the obvious such as proficient in MS Word and Excel. State only that which provides you with an advantage over other candidates.
Whenever Possible, Be Quantifiable
As Ted Levitt famously said, "People don't buy a quarter-inch drill bit, they buy a quarter-inch hole." It's one thing to say "dedicated marketing professional," it's quite another to say "increased market share by 10% in a down economy." If you can back it up with facts, do so? Communicate your skill set and stress what you will bring to the company. Everything else are just footnotes in your career's history.
Look the Part
It's difficult, if not impossible to balance white-space and create stunning typography in MS Word. Call in a favor and ask a designer to layout your resume. A well laid out resume is a signal that you understand marketing and see the value in conveying a positive brand image.
Armed with a simple and sophisticated resume, you will be better able to convey your value. Your expertise is marketing. Start marketing yourself. You should be speaking, publishing articles and papers and be active in social media. Pretend you're a product. Target your audience, create a differentiated position and provide a compelling reason to buy. It's your career.