In today's challenging economy, job seekers will need to implement a strong self-marketing campaign in order to get noticed in a crowded job search space. That campaign starts with strong marketing collateral, particularly a quality resume and online presentation that is easy to find and read and memorable for the employer. Below are five trends for crafting a more powerful presentation of your qualifications to get noticed faster and accelerate your job search.
1. Messaging that communicates your personal brand
What comes to mind when you think of companies such as Apple and Nike? Both of these companies have a strong company brand and employer brand; the mere mention of their name brings certain images of their value and market identity to people's minds. It's really no different for job seekers. They also need a strong brand and a clear and compelling message of value that tells employers why they should hire them. Every resume needs a profile or summary at the top to position the job seeker as a leader in their field and showcase their top achievements and brand attributes.
2. Documents that are laced with keywords
Every resume needs clear evidence that you are qualified to do the job you are applying for. Keywords are the words that validate your candidacy and help the hiring authority determine if you have the "must haves" for the job. By creating a special category for your competencies on the resume, you make it easier for your reader to quickly understand your areas of knowledge or expertise. Since both humans and computers may be screening your resume, it is important to list keywords in all the forms that they may be recognized by employers and computers. For example, if you were involved in mergers and acquisitions, use this term and the acronym M&A.
3. Conversations that focus on accomplishments over job tasks
Many job seekers can talk about the "stuff they did." But it is far better to talk about your value to the organization. When interviewing, discuss initiatives you led that helped the organization do something smarter, faster, or more efficiently. What impact did you have on the companies you supported? Can you show how you helped these companies make money, save money, save time, grow the business, or keep the business? Do you have metrics (numbers, dollar figures, percentages) to validate your achievements? To create your own accomplishment statements, use the CAR formula. Think of Challenges you faced in your position, the Actions you took to address those challenges, and the corresponding Results. By focusing on your stories of success over job tasks you can demonstrate to your audience not just what you do, but why you are good at what you do.
4. Self-marketing portfolios with a bit of bling
Ditch the Microsoft template and create your own unique resume design. You never want to look live everyone else when you are applying for a job. The point is to create a one-of-a-kind representation of you as a candidate. Keep the presentation tasteful (no neon green resume paper!), but don't be afraid to infuse a little bit of style or even color into the document. Use text boxes, bold, and spacing to call special attention to the most important information in the document and use space efficiently. You only have a certain amount of space to communicate your message (1-2 pages), so consider that space precious real estate and use it wisely.
5. Resumes that go beyond 1-2 pieces of paper
Traditional paper resumes will continue to be an important part of the hiring process, but Web 2.0 now plays a leading role as well. More and more recruiters and hiring authorities are performing Internet searches on "candidates to review their online presence, so it is becoming increasingly more important to have a branded online presence and virtual resume that matches the one you are using to communicate your message of value offline. LinkedIn is currently the top online business networking tool and it should be part of everyone's career-management strategy. Recruiters and hiring managers are leveraging LinkedIn to find candidates because it is an extremely robust database. Take the time to build out your online profile/resume with information about key achievements and consider adding your LinkedIn URL to your paper resume or email signature line for greater exposure.
ZoomInfo is another important tool for building an online presence. By creating a customized online bio for yourself on ZoomInfo, you can improve the consistency of your professional brand and also make it easier for people to find relevant information about your candidacy. Visual CV is a platform that allows you to create a web resume with links to websites, articles, blogs, video, podcasts, etc. to showcase important work you have done that can't be displayed on a paper resume. Additional tools that people are using to build both online identity and their network are Plaxo, Spoke, Xing, Ecademy, Ziggs, Naymz, and in some cases Facebook and MySpace.