Resumes Writing Resumes
It happens every day, someone loses their job or starts a new job search. The first thing they do is run to the library, a resume book, or to a resume website to dash out a list of their previous jobs without any real strategy in mind. The resumes that cross my desks are more or less the same a dry formatted list of previous jobs.
Somehow when a person sits down to write their resume they we tend to forget any knowledge they ever had about marketing. After all aren't you are trying to sell your skills and abilities to a new employer? Think about it, if you are shopping to buy a new car what does your ad say? The car is red, it has four wheels, a roof seats, and windows; that are what most resumes say. Instead it says it has white side wall tires, air conditioning, AM, FM, CD, MP3 player, etc. The good points are very much evident in the ad. What about your resume; does it leave no doubt about your attributes?
In marketing books we read that the purpose of Promotion (advertising) is to Create Awareness, Stimulate Demand, and Encourage Product Trial. (Pride & Ferrell, 2008) The question is does you resume do this? Does it create awareness of the skills and abilities you can bring to the employer? Does it let the employer know in no uncertain terms what it is you have to offer? If you cannot come up with some good reasons why the employer should hire you what makes you think your future employer can?
To often the reaction is I did not do anything of consequence at my last job. Here is problem number one, if you did not do anything at your last job then that might be why you are looking for work today. Instead volunteer, get involved, and build a set of skills that any employer would want in an employee. Keep a journal of skills you have exhibited and the evidence to prove it; you will never know when it might be needed.
Stimulate Demand - Your resume has to make the employer want to have you in for an interview. This is going to take work. First, what is the employer looking for? Do not just read the ad, really dissect it find out what the employer is really looking for. Call friends who may know the company, or what has been in other sources? The newspaper, TV, on the company's website can be of help? Dig for information, looking for a job is easy looking for the job hard work. Of course you can send out resumes and hope someone will call you or you can construct a sales promotion selling your skills and abilities making the employer want to hire you.
Encourage Product Trial - Encourage the employer to call you in for an interview by showing that you have just what they are looking for. Here a word of caution; do not fib or lie. When the employer has you in for the interview your lies will become very apparent. Much like my car analogy, you can claim an eight cylinder car that gets 100 mile to the gallon, but when the employer has you come in he or she will see just what you are and will also see all the dings, the dents, and the poor gas mileage you offer.
Words of advice, when looking for your next job do not just make a list of your previous jobs. Make it a sales campaign. List your jobs but also list what skills and abilities you have that will make the employee want to hire you. Think of your search as if you are selling your car or some other product. Make the best ad you can show, just what it is you have to offer with specific examples and evidence. You can get a job with a list of previous jobs or you can get the job you want by making a strategic sales plan.
ReferencesPride F, W., & Farrell, O. (2008) Marketing 14th ed. New York. Houghton Mifflin
