| The majority of candidates, executive though staff, | | | | demonstrates your broad and general skills, without |
| write resumes and apply to jobs in roughly the same | | | | branding you as a generalist. Most of the executives |
| way...writing a cover letter to focus a static resume. | | | | I talk to admit that they look for specific skills, rather |
| I've written in previous articles to "Stop Writing | | | | than general skills, in top management resumes....yet |
| Cover Letters, and You'll Get More Interviews", and | | | | most executives still brand themselves and consider |
| described why cover letters are an obsolete tradition | | | | themselves as generalists. |
| in today's job search. In the 15 seconds the average | | | | I coach my clients to build an extensive skills |
| hiring manager spends making an interview/no | | | | inventory at the end of their resume. I like to use a |
| interview decision...most hiring managers make their | | | | 3 column format, of 30-50 three word sound bytes |
| decision based on a resume - not a cover letter. In a | | | | (double that if you're in technology) including |
| recent LinkedIn poll, over 80% of hiring managers | | | | technology skills, functional skills, industry skills, |
| stated that they read resumes first. Yet, the | | | | management/leadership skills, and soft skills. Bonuses |
| majority of candidates mistakenly use a cover letter | | | | of a well written skills inventory are that you have a |
| to demonstrate why they are perfect for a position. | | | | chance to match the changed criteria (in the time |
| There's a better way to stand out and differentiate | | | | between writing a job description and filling it) and |
| yourself from the thousands of other candidates | | | | you have a chance to meet the "nice to haves" (the |
| competing against you. Instead of customizing a | | | | criteria that never makes a job description, yet is |
| cover letter, why not customize your resume? I use | | | | often the single factor that separates the top |
| a two step process for my clients: | | | | candidate from the rest of the pack). |
| 1) Fishing Resumes; and | | | | Response Resume |
| 2) Response Resumes. | | | | When you know the company you are sending your |
| Fishing Resume | | | | resume to, you can get so much more information |
| I recommend that my clients create a couple (no | | | | about the company. Do some research on the target |
| more than 3) Fishing Resumes, each built around a | | | | company BEFORE you send your resume. Most of |
| specific Subject Matter Expertise. I use a Fishing | | | | your competitors don't research until interview |
| Resume to send when you don't know who the | | | | preparation, so pre-resume research can give you a |
| company is (to a blind ad, to a recruiter, to your | | | | huge advantage. True, you won't be able to send as |
| network without a specific company in mind). A | | | | many resumes, but you'll have a much better |
| Fishing Resume is a template, with a few important | | | | response rate - you'll target your resume specifically |
| features: | | | | to the target company's needs. |
| 1. Branding Statement | | | | How should you customize your resume to |
| 2. Value Statements | | | | differentiate yourself? |
| 3. Skills Inventory | | | | 1) Create the impression of the "Perfect Candidate": |
| The Branding Statement: A Branding Statement is a | | | | As you research the target company as |
| crystal clear, very concise single line statement that | | | | yourself...What are the company's Goals? Problems? |
| instantly tells the reader: | | | | Roadblocks? Challenges? Next, create bullet points |
| What job are you applying for? What very specific | | | | demonstrating how you've already reached these |
| business problem do you solve better than anyone | | | | goals, and already solved the company's problems. |
| else? | | | | Make sure that each bullet also passes the hiring |
| Your Branding Statement should instantly clarify the | | | | manager's "So What?" test, by listing the shareholder |
| first impression you want to build with the reader. It | | | | value you created by solving these problems and |
| should grab her attention, and encourage further | | | | meeting the target company's goals. |
| reading. | | | | 2) Resume Search Optimization: The majority of |
| Value Statements: The bullet points within your work | | | | times your resume will be pre-screened by a |
| experience are the features and benefits that | | | | database looking for keywords - even if you sent |
| provide proof of your branding statement, and | | | | the resume to a friend at the company (ever hear |
| demonstrate you meet the hiring manager's needs. | | | | of employee referral bonuses?). You can improve |
| Most of your competitors will create bullet points that | | | | your chances of being seen by anticipating the |
| list their responsibilities. However, you can | | | | keywords that a company or recruiter is likely |
| differentiate yourself by creating bullets that feature | | | | searching for - there are usually 5 - 10 keywords |
| your accomplishments. Effective bullets pass the | | | | phrases in the job description or ad. Include these |
| reader's "so what?" test, by showing how each bullet | | | | keywords/phrases verbatim within the context of |
| has created shareholder value (generated revenue, | | | | your bullet points. Practice this approach for a few |
| cut costs, increased profits). | | | | weeks, and watch your response rate soar! |
| Skills Inventory: A strong skills inventory | | | | |