This post speaks to the basics of Sales and Marketing 101, and why these basics are crucial pieces of your resume. Yes, the subject’s been covered by others many times before. It will be covered again, I have no doubt. So why now? Why by me? Because every week I talk to people who tell me they don’t know the concept or get the tie-in. If they do, further conversation often reveals they’re not applying it. And that’s pure sabotage to their career marketing efforts. So here we go.

1.      Know the product

Always remember, the product is you. The first sales lesson is to really understand your product (you) and communicate it clearly. Just what is this product called you? Are you an aerospace engineer? A high school teacher? A financial executive? A graphic designer? A technical writer? Whatever function you are targeting—whether it is what you’ve been doing for your employer(s), what you hope to do as a new grad, or what you hope to do in a career change transition, make sure it’s clear from the get-go. This means right off the bat in your resume. Employers and their hiring folks will not take time to figure it out. Why should they? They are concerned that you might fit their hiring needs. They are not interested in  reaching out to make sure you’re understood. That’s la-la land. I’m not a fan of the old objective. I prefer to give my clients a headline title. It shows focus with credibility. It subtly shouts “I am this person!”

2.      Position the product

Have a clear picture of how you want to be perceived. Then position yourself with that picture in mind. This is often very strategic. Sometimes less is more. For example, my client James is a vice president of software development. In our resume consultation, he vehemently wanted to load the resume with his technical skills. He had enough to cover one-third of a page. While impressive in some respects, to include all these skills would not have worked in James’ favor. He would have been perceived as a hands-on “techie” rather than an executive charged with financial oversight, team development and leadership, strategic planning and global relationship management. We conveyed his vast technical abilities in a two-line synopsis. Knowing how to write code simply wasn’t part of his job target. And it would have stolen valuable real estate space from content that was targeted and needed to be covered.

3.      Stress benefits

One of the oldest sales and marketing adages is “Sell benefits, not features.” This is as true in marketing yourself as it is in selling shampoo. “Contains PEG-60 Almond Glycerides conditioning product” (a feature) does not sell as well as “Contains a secret, safe and natural  ingredient that will make your hair shine with health!” Employers are tuned in to the WIFM station – “What’s In-It For Me?” Go back to Marketing and Sales 101. To that employer, your MBA is a feature. The fact that you brought a project in $6M under budget, consistently delivering 12%+ savings through Eagle-eye monitoring, is a benefit that employer will appreciate and value.

4.      Back it up

If you claim early in your resume that you’re known for “catapulting over aggressive sales goals in the field and behind the scenes,” you should support this statement with specific examples. The following speaks volumes:

• Landed lion’s share of ABC Corporation’s largest accounts—74% of annual revenues.
• Increased sales pipeline 36% through new sales training program and tracking system.
• Boosted revenues 24% in a struggling economy with a new client-centric sales strategy.

The resume, cover letter and other career marketing documents are to typically get you to the next-step interview. Use these four sales and marketing basics to grab attention, convey relevant value, make that reader care! It’s about them at this point. But the product being marketed? That’s all about you!

If you are writing your own resume, it can be a frustrating task, to say the least. Even if you are confident in your writing abilities and how you want to sell yourself in print, sometimes writer’s block looms like an unwelcomed cloud on an otherwise bright day. Here are 10 tips to get those writing juices flowing!

You are not alone

Writer’s block happens to even seasoned writers. There are simply times when the words just don’t seem to come together. Times when a writer feels stuck and can’t think of anything to write. Times when the writer knows what is intended, but can’t articulate in words that intention in a succinct, clear and compelling manner.

And of course when writing your resume, you want to sell—not tell. You want to do so in as few words as possible. You want to strategically format and wordsmith so less says more. And you want to convey a clear focus to a targeted audience. And—sometimes this is the most daunting of all—you have to sell YOU! So, it’s natural to feel blocked. Over 20-plus years as a career coach and writer, I’ve had it happen … well, more times than I count. I have found some useful ways of dealing with the challenge. I hope you find them helpful!

1. Follow a routine – Follow a routine to get in the writing mood. Try activities like wearing comfortable clothing, having fresh flowers on your desk, or listening to a particular type of music.
2. Take a break. Get a snack or drink, talk to someone, pet the dog, or just relax for five minutes before starting to write again. Physically move around, stretch, or walk.
3. Experiment. Try to write in different places, at different times, and with different writing instruments (yes, I know most of us are at the keyboards these days).
4. Switch projects. If you’re burned out and can’t finish one piece of work, switch to another. Often putting the work in progress to the back of your mind helps. The subconscious mulls it over while you are consciously working on something else.
5. Free-write. Choose one sentence in the résumé and write a paragraph about it. Then choose one sentence from that paragraph and do it again. You can also freewrite about something non-related to the résumé. Simply write whatever comes to your head. If you can’t think of anything, write that you can’t think of anything. A good recommendation is if all else fails, describe what is around you.
6. Cluster – Choose key words and ideas; then write associated ideas and words in clusters around them. This process often forms new ideas.
7. Be flexible. Be willing to throw out sections of text or design aspects that are causing problems or just don’t work.
8. Give up perfectionism – It is paralyzing . . . and totally self-inflicted. If you want to write – just write. Much of what you write, you’ll edit out anyway, so just write! And as hard as it may be, relax. Breathe deeply. The more you worry, the harder it gets to think clearly.
9. Write your way out of the block – Write the parts you know how to write first. You may gain an insight that will help you work out your problem area. At the same time, you’ll avoid compounding your problems and extending the “block” with frustration.
10. Re-read – Read a print draft of the résumé and jot down ideas while reading.

One of the most frustrating things about writer’s block is that it’s not like a bacterial infection that you can just cure. You can get writer’s block again and again. Fortunately, when you do, there are strategies to make you well again! Now go write that fabulous resume!

Photo: AlyssaLMiller

Sometimes being stuck in your job search can be traced back to what you are hiding—sometimes from others; sometimes from yourself. Sometimes from fear of not knowing how you will be perceived or fit in. If any of this is familiar ground, you might find this post helpful.

Annie’s hidden story

I got a call from a woman on behalf of her daughter, Annie, a woman in her early 30s. Annie had been an over-the-road truck driver and dispatcher for more than 10 years. Diagnosed with cancer two years earlier, she had undergone several rounds of chemo and radiation. When we began our work together, she was finishing up her treatments and in remission. But she could no longer do the same work. Her mother called me after one employer upon receiving Annie’s resume for office work said, “This is the worst resume we’ve ever seen. She will never get a job.”

The thing is, Annie had no desire to do office work. And she was scared that word of her cancer would squash any potential opportunities. All advice given to her—although perhaps well intentioned—was wrong. “Don’t discuss your cancer. Don’t mention it. Employers will never hire you. It’s none of their business.” And so on. It’s no wonder Annie’s marketing was helter-skelter. And when she did land a few interviews due to friends’ help, she concealed her past few years. In the interviews, when asked the “what have you been doing since your last job?” and “why did you leave your last job” questions, she came up with every half-baked inane answer she could think of, none of which held water.

Out of hiding

“What do you really want to do?” “What are you afraid of?” I asked Annie. Through exploration coaching, one day it hit her. She wanted to apply her empathy and connection as a cancer patient to helping others. It was a passion. It was enabled by something she had been hiding.  She found a local Phlebotomy course with both classroom and clinical training, which she could complete in two months. Better yet, she found financial aid that paid for 75% of the training. Annie graduated first in her class out of 30!

Within 3 weeks, Annie landed her first gig as a union employee with great pay and benefits. Now, she had direction and new background that could bring to the surface one of her best stories—and how it would bring ROI value to her next employer. Not only did we develop a great resume for Annie in her revitalized search; Annie was now armed with a great value proposition that capitalized on what she had previously hidden in shame. When her husband’s job relocation to another state called for her to find another position, she was ready!

Hidden might = value pitch

Annie discovered how to position part of what she’d hidden into key selling points. She hit the 5 key components of a value pitch:

1. What will you do? What’s irresistible?
2. Who are you? (Just a few compelling words or phrases)
3. What’s cool about you? Be unique.
4. Why you? Name a big win. Bold = gold.
5. Why should they care? What will you do?

“(1) Would you like ABC to stand out as the preferred cancer treatment center? (2) I’m Annie, a cancer warrior / survivor and first-in-class Phlebotomist. (3) I transform scary unknowns into welcoming visits with family-like support. (4) At St. Luke’s Cancer Center, I drove patient survey satisfaction ratings from 11% to 57% my first 5 months on the job. (5) I did this in tiny and visionary ways—day-to-day personal care; and through a patient advocacy program that cost zero dollars to implement or run. I can do the same for you!

Annie came up with a Twitter message that ultimately led to her next job:

Cancer warrior/survivor & #1 in-class Phlebotomist. Turn scary into welcoming. Key driver in 11%-57% satisfaction survey #s in 5 months.

Keep it real

Obviously Annie’s story is not everybody’s story. Don’t shy away from this post’s lesson because your stories may not be so dramatic. Think back to the beginning. Hiding? Or shining? Here’s the deal: If you treat everything like it’s your business; if you do everything to the best of your ability; if you connect with others, play fair, and live the lessons we learned as youngsters, it will feel good. It will feel right. It will feel authentically you. It will be marketable. Not everything you do will be praised or welcomed. But if your intentions are true, do it. It’s about integrity. Think about your challenges in the past. How did you handle them? How did you learn? How did you move forward?

Keep it real. Keep it you. And don’t hide those things that have made you who you are today. I promise you. People will love your stories. Doors often open when you’re happy to be whoever you are. Don’t you think there are companies that are avid supporters of people who overcame obstacles ranging from an incorrigible customer to Annie’s opponent, cancer? Yes, yes and Amen.

Photo: andrea rose

Going back to work can be hard for stay-at-home parents, particularly for those who’ve been out of the workforce for several years. If you’ve been home with your children and are now or soon ready to return to work, this post might help you bound back in with more confidence and direction!

Keep your network healthy

One of my favorite truisms is “It’s not just who you know; it’s who knows you and who knows what you do.” Many employers fill jobs by people they know or have met via networking or referrals. The key is to forge connections with people who have known what you can do—either in the workforce or during your parenting stint.

• Keep your professionalism activated. As a stay-at-home parent, join a professional group or association; go to meetings regularly. Also join at least one civic organization. Network heavily in both.
• Consider forming your own professional networking group with others you know who are or have recently been stay-at-home parents.
• Make contacting your last employer your first stop. Many companies find it easier to hire someone back instead of starting at square one, especially if they were a great contributor. Odds are, they still value you.
• Network with neighbors, people at church, or people in your children’s sports activities. You can sometimes meet a mentor who is happy to help you with your career search!
• Leverage volunteering to maintain your skill set. Using your transferable skills in experience that is not paid is nonetheless valuable. People who know your work ethic—you called a hundred people to raise funds for new uniforms—like and trust you. They are likely eager to help; and may even hire you themselves!
• Explore obtaining additional credentials. Sometimes all you’ll need is one or two courses to update your skills. A bonus is that you can then network with that professor or teacher, the school’s career services, etc. to tap workforce-reentry resources—and perhaps gain a reference or two as well!
• Consider signing up for a career re-entry seminar at a university or community college near you, to brush up on basic skills, practice interviewing, network and look for job leads.
• If you like to write, are tech comfortable and have content to share related to your profession, you could start your own website. It can be very simple but powerful. You can build an online professional identity while still a stay-at-home parent.

Use a strategic resume

Don’t assume that your old resume is okay as is. Be strategic. Select the best resume format. While functional resumes are not preferred by hiring managers, a chronological format may not be your best bet. Consider using a hybrid or combination format that allows you to highlight your most relevant skills or experience, while accounting for your employment history.

• Volunteer / Community Involvement (Fundraising, PTA etc.): If you held leadership roles, plug your accomplishments and the key skills you developed. You can include volunteer work in your Work Experience to cover the employment gap.
• Professional Development: Show your commitment to the field by including membership in professional organizations and participation in conferences or online networking (LinkedIn is a great resource).
• Any Paid Work: If you’ve consulted or freelanced relative to your job target, include it. Perhaps you’ve worked part time or from home. Include the experience on your resume.
• Continuing Education: Convey your refreshed skills through online learning, independent study, and/or courses.

Make no apologies

In all your communications and networking, don’t apologize for your time away. At the same time, don’t be too dramatic.

• Don’t dress up time at home with silly titles like “domestic engineer.” Instead, identify how you have continued to use your business skills in the time you have been out of the workforce.
• When interviewing, focus on what you could do for a new employer.
• Use your cover letter to briefly explain your recent gap, but emphasize that you have kept your skills up to date and are energized to return to the workforce.

You were in the workforce and had talents and value to contribute. You’ve most recently had one of the toughest and rewarding jobs of all—that of raising your children full time. When you’re ready to return to work, focus on what you have to offer and how you’ve filled your time with relevant activities. Here’s to your next career adventure!

Photo:  volpelino

A smart job seeker in today’s economy has the opportunity to create and use an innovative, powerful communication tool in job transition. It can be sent along with your resume and cover letter. Here’s how to use it to maximize your results!

Think about the books you read

Grab a few of your favorite books. Look on the back covers. You’ll see short testimonials, often just a few sentences in length. What’s the impact? They each support the book, and persuade potential readers to read it!  This is what you can do with a reference portfolio. It’s a one-page document with four to six testimonials that will acclaim your value and entice hiring professionals to want to know you—and hire you!

Testimonials backup your credibility in a recession economy

Unfortunately, hiring folks are used to job candidates exaggerating—even lying on their resumes. In reality, many expect it in a tough economy, because so many take desperate measures to get noticed. I’m not assuming you do this. But if you’re well matched to the job, why not help seal the deal by letting others sing your praises? Use it to reduce the skepticism with which a hiring person might read your resume.

The professional references with testimonials in your portfolio will substantiate the successes and contributions you have on your resume. Whether you are a new grad, a professional in a progressive career path or a career changer, include references who can attest to your performance and ability to produce results that contribute to organizational needs.

Control their endorsements

Once you’ve chosen and verified that four to six people will endorse you, try this unique approach, as suggested from my long-time mentor, Jay Block. Write the statements yourself!  If you think about, celebrities don’t write copy for the products they endorse. So, why not write your own testimonial—pertinent to that relationship and situation of course? Write it, and then send it to your references. They can review it and make any edits they feel warranted. Most companies are unwilling to provide references on company letterhead. However, your references may well be willing to do so on YOUR list; and using a personal email or phone number.

You’ve just accomplished the customized messages of your choice; but with full input and approval from the references! It also saves the references time, which enables your getting buy-in and a timely response! Ask your references to keep a copy on file, so they can easily refer to it should a prospective employer contact them.

Although I advocate the above approach, if writing the endorsements yourself is not for you, don’t panic; asking your references to write them can work too. In this sample reference portfolio, the first and last testimonials were from the heart by the references. The others were heavily edited to add things the candidate was too humble to include.

Get it out there

If you are emailing your resume and cover letter, put them into one file, with the cover letter first, the resume next, and the reference portfolio as the last page. One attachment shows consideration for the hiring person on the other end.

Bonus Tip:

Another great idea from Jay Block is to add this P.S. at the bottom of your cover letter. Bold it so that it stands out and conveys a positive confidence to prospective employers.

“PS: I have included my reference portfolio to assure you that the information and achievements contained on my resume are truthful and accurate.

Part 3 of Passing the Black Hole Test: Creating Keyword-Rich Resumes

In Part 1 of this three-part series, we explored the three kinds of readers you’ll be targeting when sending your resume out into cyberspace. Part 2 walked you through creating an e-resume in ASCII format. The third essential component of a resume that hits all three targeted audiences is one rich with keywords or phrases. Here’s some help to make that happen!

Resume Strategy: Use keywords

This is not a new concept but surprisingly, I see resumes almost every day that fail to maximize keywords or phrases in their resumes (or cover letters). It’s a very risky omission. Keywords are an integral component of the resume-scanning process; employers and recruiters electronically search resumes for specific terms to find candidates with the qualifications for their particular hiring needs.

Electronic scanning has evolved to replace the human reading your resume—at least initially. So, in that sense, the only thing that matters in this case is that you have included the right keywords to match the employer’s needs. Without them, you’ll be passed over.

At some point, your resume will be read by human eyes, so it’s not enough to throw together a list of keywords and leave it at that. In fact, you don’t have to have a separate summary on your resume. Even if you do, the best strategy is to integrate keywords naturally into the text within the appropriate sections of your resume. While typically, keywords are nouns (hard skills, competencies, etc.), today’s sophisticated scanners pick up other forms of the word as well, i.e., sales, sell, sold.

Keywords & Phrases: Some examples

• When you use the words pharmaceutical sales, people will assume that you have experience with hospital and clinical relationships, formulary launches, solutions selling, needs assessment, territory management, and more.
• By referencing internet marketing specialist, readers and listeners will infer that you have experience in search engine optimization, web analytics, link building, performance metrics analysis, and more.
• When you mention staff accountant, people will expect that you are familiar with general ledgers, audit reviews, financial statements, account reconciliations, and more.

Career Changers: Keywords are crucial

• In sections throughout your resume, integrate keywords from your past experiences that directly relate to your current career goals. If you are a customer service representative hoping to transition into human resources, highlight your experience with new employee orientation, staff training, employee relations, and similar background. Those would be the keywords and metrics used, even if they were a minor part of the job.
• If you do not have the appropriate experience (keywords) in your history to include in the career summary and experience sections on your resume, a good strategy is to change it up right away. Let’s say you want to transition from electrician to game technology programmer. Note: the following was ALL school-related success!

Position of interest: Arcade Game Programmer, where proficiency in C++, C# and assembly language will be essential. Recognized for creating clean, legible and inventive code to expedite the release of products.”

Warning! It can be a random—not logical thing

There is no defined set of keywords for a fireman, attorney, teacher, mechanical engineer, investment specialist, construction draftsman or executive assistant. Because of the arbitrary and complex nature of keyword selection, it is essential to include all of the keywords that summarize your skills as they relate to your current goals.

Tips on tapping the right keywords for you

1. Mine at least three online job postings containing full job descriptions that are of interest to you. Certain words or phrases will reappear consistently—reveal a pattern. Those are your keywords.
2. Weave the highlighted keywords into your resume; add common synonyms to supplement the keywords. You should have a minimum of 12 industry- or job-specific keywords.
3. Talk to people in the career field you are targeting, and ask them what keywords are appropriate in the positions you are applying to.
4. Visit professional association or industry-specific websites. Play around by Googling names and phrases, i.e. “education careers” or “professional sales associations”. Read the content on these sites carefully. They are loaded with industry-related jargon.
5. Try the Occupational Outlook Handbook, an excellent resource produced by the U.S. Department of Labor.
6. If you’re still in college, try to get at least one internship in the field you’re targeting. Even if it’s just a few weeks, you will significantly increase your keyword count.
7. Choose both general and specific keywords. For example: General = psychology; therapist. Specific = addiction; behavioral therapy.
8. Consider hard skills (expertise), soft skills (communication), general information (affiliations), academic or volunteer qualifications.
9. Reinforce keywords by following them with a success story. For example, if you use the keywords “customer service,” you can follow with a statement like “boosted customer satisfaction scores from 73% to 96% in four months.”
10. For resumes pasted into email messages or eforms where space is not an issue, include a separate keyword section.
11. Avoid the temptation of planting keywords that are not part of your experience, just so you can be found in an electronic search. Hiring folks see right through this!
12. If you submit an MS Word document to employers, include keywords in the File, Properties, Summary and Keywords area to augment your keywords.

Do you have questions about using keywords successfully in your resume situation?  Click Here!

Photo: cambodia4kidsorg

Part 2 of Passing the Black Hole Test

In Part 1 of this three-part series, we explored the three kinds of readers you’ll be targeting when sending your resume out into cyberspace. Our focus is the third type: the computer–internet to database. A resume that looks great on paper but is garbled in transit won’t reach your online target audience. To avoid the internet black hole, be ready with an electronic resume as well. Here’s how to create one.

First, convert your resume to ASCII format

What is ASCII? It stands for American Standard Code for Information Interchange. ASCII is a form of data that can be understood by most computers worldwide. When you convert your resume to this format, you won’t have to worry about whether or not the recipient can open the file or read the format.

Think about how many times you’ve gotten an email attachment that you couldn’t open. Unless it was something important, you probably deleted it. That is exactly what happens to resumes on the employer’s end. If a resume can’t be read, the job seeker won’t be selected for an interview. Employers will not email you to say that they were unable to read your resume. No second chances here!

How to convert a resume to ASCII:

• Open the resume in your word processing program. Because it is commonly used, let’s take Word 97/2000. Open the resume; then select File>Save As>Save as Type>, choose Text Only. You may then get a prompt that your document “may contain features that are not compatible with text only format” – choose Yes
• If you’re emailing your resume, also select the box that has “Insert Line Breaks.” To create a text resume to paste into an online form, leave this box blank
• Close the document and reopen it in a text editor, such as Notepad or TextEdit (Mac OS X). Make sure that all of the characters have been converted correctly

Now do any necessary cleanup to make the formatting more attractive and searchable.

1. Left justify all text; this may include moving some text to the left margin by replacing tab stops with spaces.
2. Be sure your margins are set no smaller than one inch. Change all fonts to 12-point size text and eliminate any formatting (e.g., bold, italics, underlining, etc.). Convert to a non-proportional font, such as Courier or Monaco. Some screens only read 60 characters across. Set your page width accordingly. If your resume is in a font size that is smaller than the standard 12, when it is copied and pasted to an email, it will convert to the standard size and throw off your layout.
3. Change bullets to asterisks or dashes.
4. If columns or tables were used in the original document, make sure the text is coherent.
5. Add stylistic elements to the headers sections so that they stand out. Capitalize titles for various sections of your resume and insert extra spaces where necessary.
6. Make sure the most important information is in the top third of the document. Hiring managers report that they often print the screen shot; not the complete resume.
7. If a resume is longer than one page and contains contact information on the additional page(s), remove this information from the ASCII version. The ASCII resume is meant to be read on a computer screen, so there is no distinction between page numbers.
8. Remove all tabs and where space is required, use the space bar. Again, this can throw off your layout.
9. Use spaces to separate jobs and paragraphs – not a tab or return bar.
10. You can use a consistent series of equal signs, dashes or asterisks to make dividers after your section titles.
11. Use only keyboard symbols – No smart quotes or mathematical symbols. Remember: If it isn’t on your keyboard, don’t use it.
12. Also be sure to save the email version under a different name so that you don’t overwrite your resume.
13. To post your resume, open the ASCII file, use the copy command under edit on your toolbar, and then paste into your email. After you have completed the conversion, send an email to yourself to see how it looks.

In Part 3, I’ll show you how to create a keyword-rich resume that will help put you stand out from the competition—with employers, recruiters and computer readers!

Photo: jorel314

Have you posted your resume online and been unhappy with the number of responses received? You’re not alone. Many online job seekers fall short with an internet-friendly resume. A different set of rules apply when going the cyberspace route.

If you do take the cyberspace course, your e-resume will typically have three kinds of readers. Two are the human kind; one is a machine. So you need to write your resume for three potential audiences: employers, recruiters and resume scanning systems.

Let’s touch briefly on the first two—the humans.

• Employers. When you apply to companies online, your resume usually goes to a person in human resources. These folks are frequently overworked and rushed. If you want their attention, answer what are almost always (in some form or another) their top three questions. Answer, of course, from your perspective as a job candidate.

1. What specific job do you want?
2. What is your general overall employment background?
3. What value, expertise, or specific skills do you offer relevant to the job you’re hoping to land?

Your resume is like a movie trailer. Stimulate your audience’s interest. Leave them wanting to know more about you.

• Recruiters. When dealing with recruiters, the advice above holds true as well. Recruiters usually want to know two more things.

1. Where do you want to work / live (geographically)?
2. What are your salary requirements?

You will want to provide that information; the best vehicle is your cover letter, rather than the resume. Don’t leave them guessing. If they have to make a phone call or inquiry to find out, they probably will not do it.

Now, what about the computers?

• Resume scanning systems. Almost all large companies—and many small to mid-size organizations these days—scan the resumes they get. Why? In a nutshell, because it’s simple, inexpensive and efficient. This is great for them. If you’re not ready with an internet-friendly resume, it could be bad news for you. Your resume stands a good chance of getting lost in their database instead of being read by a human being.

What happens?

When you post your resume online, initially the computer selects resumes based on some programmed criteria. Your resume must impress the computer, and it must speak the language of the computer. Many systems will allow Word and other downloads. Sometimes they don’t. Sometimes they ask you to copy and paste. If you simply send your resume in its original form, you run the risk that it will not be read, simply because the computer is unable to read the file or the format.

The computer also seeks to match your keywords (or buzzwords) with those in its criteria. It wants 1 + 1 = 2; not 1+ 1 = whatever you want me to be.

In Part 2, I’ll show you step by step how to create an e-version of your resume. In Part 3, we’ll explore how to create a keyword-rich resume that will help put you at the top of the pile with a computer audience. Actually, with your human readers too!

Photo:  jurvetson

I’m over 50 and I got a job.  In fact I had 2 offers to choose from (for the first time in my career).  How did I do this? You’re going to love this:  “I did what my wife told me to do.”  In my case, my wife is a Certified Career Coach and Professional Resume Writer.  She wrote my resume, helped me brand myself, coached me on interviewing, helped me craft my SMART (Situation and More, Action, Result, Tie-In theme) stories, provided ongoing feedback about what I was doing right and what I was doing wrong – pretty much what she does for her customers.

What Did I Learn?

The resume and cover letter (or cover email) are key to getting you to the point of a phone interview (phone screen, usually with HR).  Both (resume and cover letter) need to reflect key elements the employer is looking for and how you satisfy this need. This means you have to tailor both for every application you make.  Failure to do this will result in your being eliminated before you even get a chance to ‘talk’.  Nobody cares about more than the last 15 (maybe 20) years of your experience,. Including more makes your resume too long and invites other problems.

When you do get that ‘phone screen’, you need to be prepared with your ‘elevator speech’ – 30 seconds on what you do and why you’re good. Your ‘crisp’ SMART stories ‘tweaked’ to pertain specifically to the job/employer in question.  Good solid reasonable explanations for how you got where you are. Corporate changes, layoffs, restructuring are a fact of modern corporate life.  Don’t avoid them, don’t belabor them, be honest and move on. Projecting excitement and energy are key.

When you finally get through the phone screen(s) to an in person interview, it starts over.  Your SMART Stories and elevator speech should be ‘re-tuned’ to be an even better fit for the position.  You must do all the things we all know are good (good eye contact, positive body language,  control your hands, smile).  Again, it’s imperative to project excitement, energy and a ‘can do’ attitude.  You’re over 50 and to some that’s a liability.  You have a wealth of experience; that needs to come out.  You’ve ‘been there, done that’.

There’s more! These are what I believe are/were the ‘keys’ for me.

Photo:  stevendepolo

A cover letter is still one of the most important pieces of your career communications dashboard, even in today’s world of Twitter and bullet points! It goes without saying that your cover letter should be error free. Yet, some slip-ups are more subtle than others. They occur more often than one might expect. Here are a few examples adapted from real-world job candidates; and tips on how to avoid them.

While the following examples may seem no-brainers, they are all taken from my client files—true BEFORE letters!

Cover Letter: Oops #1

Declared Limitations. Some job seekers wrongly mention their weaknesses in their cover letters, hoping to avert an employer’s intent. This is not a good move, because the letter emphasizes your shortcomings rather than your strong suits. More importantly, it takes away from the fact that you should be trying to specifically mirror back qualifications relative to the job criteria.

Examples of what not to say:

“Although I don’t have related experience, I know I can do the job; and remain very interested in the store management position.”

“I may not be your most qualified candidate, but I have heart and desire to work in the world of websites.”  

Cover Letter: Oops #2

Distortion . Whether you are starting your job search or in the final candidate pool, never, ever falsify anything about yourself. If discovered, this will likely be your end with most organizations. Prevention is key here. Stick to the facts. You’re selling your talents and success stories in your cover letter. If you accomplished something, tell it (if relevant to your goal) and in the best possible light! Don’t be modest! At the same time, don’t inflate to the point of misrepresentation. There is a difference. And in this age of technology, hiring folks can most often easily find out that you twisted the truth; let’s face it; you lied.

Examples of what not to say:

“In May, I graduated with honors from the University of Minnesota. During that time, I held down three jobs while concurrently serving on two student boards and playing varsity soccer.”

The above candidate in truth worked two hours on Saturdays in three offices at her church; joined two clubs in name only, and practiced one time on the team before being cut. Come on!

“Since beginning my sales career six years ago, I have received hundreds of recognitions; and am considered by those at the top to be the best salesperson on the West Coast.”

All I can say about the above, is, well … just … really???

Cover Letter: Oops #3

Insistent & Self-Centered Assertions. Your cover letter should show what you can do for the employer, not what he or she can do for you.

For example, instead of stating “I am looking for  an exceptional opportunity in which I will be adequately challenged,” say “I am confident I could immediately contribute to ABC Company’s continued success, specifically by as much as doubling your East Coast Region, positioning you as the #2 player in the U.S. market.”

Examples of what not to say:

“Bringing me on board will be the best hiring decision you make this year.”

Or

“I’m in town and available for an in-person interview next Tuesday around 10:00. Let’s meet to talk about my candidacy in greater depth.”

Both the above statements are very presumptuous. Would any hiring manager be impressed? I don’t think so. Would it likely squelch the candidate’s chances of getting to first base? Probably.

I’ll share three more common killer cover letter bloopers in my next post! If you’d like to share some, I’d love to hear from you. If you are struggling with cover letters or resumes, I can help!

Photo: dingler1109