Market Yourself Through
• Your resume is a marketing document.
• Put simply, it markets YOU.
• Your resume should not be merely a summary your jobs,
certifications, schools and accomplishments.
• To properly function as a powerful marketing tool, your
resume should be a targeted statement of your experience
that demonstrates how you are qualified for and would be
a fit for a future role.
• Your resume conveys the message that you choose to tell.
• Here are seven strategies you can use to transform your
resume into a powerful marketing document:
1. Set Your Goals
3. Find Samples
4. Use Powerful Words
1: Set Your Goals
• First, set your objectives. Your main goal is to get hired, but
what specifically do you have in mind?
• What is the functional role or type of job you are looking for?
• How does it compare with and differ from your most recent
experience and overall background?
• What benefits can you offer if an employer were to hire you?
• What problems can you solve or results can you help achieve?
• Write for where you are going, not just where you have been.
• If you have written your resume before you set your goals, you
will want to revise it once they are clear. It is easier to hit the
target if you know where to aim.
• What are all the ways that your prior experience could be
relevant to the new role you are looking for?
• Even if you plan to stay in the same industry and career path,
take a fresh look at what you have to offer. Do you have any
new certifications, skills, etc. that are not yet on your resume?
• If your targeted role is a step up from your current one, does it
require different “muscles” to be flexed (e.g., public speaking
• Brainstorm without judgment. At this stage, you are not
editing, simply casting a wide net.
• Be brave. Have the courage to envision your greatest self and
the range and depth of skills and talents you offer.
3: Find Samples
• Find samples in your industry at your target level to get
an idea of what is “market.” Take care to consider your
sources and whether they are helpful examples. Would
you be enticed to interview the candidate based on the
resume? If not, why not?
• You are not trying to match or copy someone else’s
resume. Rather, if you have a better perspective on
other’s messages, it is easier to craft your own. Write
authentically to your own experience.
4: Use Powerful Words
• Use powerful words that demonstrate your value and convey
• Focus on keywords which will help bring your resume to the
top of the pile. If you do not know what keywords to use, take
a look at job descriptions that match the role you are targeting.
• Focus first on the most relevant parts of your resume
marketing message, guided by your goals.
• Use the “prime real estate” at the top of your resume to your
advantage. For example, if you are an attorney who wants to
strengthen your practice in mergers and acquisitions, don’t
lead with your litigation and courtroom expertise.
• If you are changing industries or moving into a new area,
highlight transferable skills and the breadth of your
experience. You want prospective employers to imagine you
in the role for which they are recruiting.
• Use a functional resume if it tells a more cohesive story.
• Read your resume aloud to hear how it “sounds.”
• Have a second set of eyes proofread it, someone who
understands your big picture message and can spot details.
• Watch for spelling errors, i.e., MANAGER not MANGER.
• Use consistent language. For example:
• U.S. vs. US or United States.
• Dec 2012 to April 2015 vs. 8/2009-11/2012.
• Full sentences for some descriptions (subject-object) vs. verb-lead
sentences or fragments in others.
• Make fonts, font sizes and margins consistent across similar
parts of your resume. Review after each revision.
• Review your resume again after some time away from it.
Focus on where to add depth and what you can cut.
• Take a look at your resume visually. Is it easy to read?
• Writing a powerful resume is an iterative process. It will
not be finished on the first turn if you want to produce
your best work and most powerful message.
• Careful revisions may be the difference between landing
a great role or missing out. Spend the time and, if needed,
enlist help. You are worth it.
Thanks for downloading Great Resumes Are Powerful Marketing
Documents. If you would like coaching on your job search and
resume, you can reach me at:
243 Tresser Blvd., 17th Floor
Stamford, CT 06901