Free Sample Resume

A functional résumé relies on categorical, skills-based sections to demonstrate your qualifications for a particular job. Company names, employment dates, and position titles are either deemphasized or intentionally omitted.

A Functional Format Helped Grace Get a New Life

Grace needed a change. The survivor of a messy divorce, she opted to explore other career options to give her a change of pace. After a long tenure as a classroom teacher, she wanted to pursue customer-service work in the private sector. Her new résumé is a strong example of a functional format and landed her a “fun and upbeat” job in the tourism industry.

Teacher’s Resume Before

Teacher’s Resume After

A “Wonder Mom” Goes Back to Work

Functional résumés are often the best choice for parents entering the workforce with minimal or no paid experience. Marlene, a career mom who did an admirable job of raising three children (I speak from personal experience) used a functional format to sum up several decades of volunteer work. Her only paid experience was two years of secretarial work several decades ago.

With skills in planning, administration, and business-office operations, she now manages business affairs for a production agriculture company. My “wonder mom” was kind enough to let me present her reentry résumé  as an example of how to convert countless hours of volunteer service to an attractive, business-oriented presentation for employers.

Marching to New Orders

James Delano’s résumé displays how a career military officer can facilitate a transition to the business world. Note the emphasis on quantifiable results and supervisor quotes—both of which were gleaned from past military performance evaluations—to help fill in the full picture of James’s capabilities and professionalism. All military-speak (acronyms, project names, numbered forms, and so forth) was translated to business terms.

Business Office Management Resume:

Resume: Qualified for mid-management administratove requiring proven ability to enhance operational efficiency, affect team productivity, and maximize operating funds

Points

Although not a cure-all for every career inadequacy, the functional format can camouflage the appearance of an unstable, unorthodox, or interrupted career caused by

• Gaps between jobs
• Job hopping
• Spouse relocation
• Typecasting
• Limited paid experience
• Returning to a career after time off for family or personal reasons
• Recent graduation with limited experience

Also a valid vehicle for conventional careers, the functional format shouldn’t be associated only with “fixing” employment problems. If you belong to any of the following categories, the functional might be your best fit:

• Career specialization (performed the same responsibilities at multiple employers)
• Overqualified
• Senior citizen
• Military conversion

If your vocational hurdle is included above (from job hopping to military conversion), the skills section in chapter 5 will show you how the functional format can get you back in the race.

Pitfall

The functional format’s greatest plus is also its primary pitfall. Employers know that a functional format will camouflage career glitches, thus raising the question, “What is the candidate trying to hide?”

Just as its name implies, the chronological format offers a chronology-a historical timeline-of your work experience. The distinguishing characteristic is that descriptions of what you did and how well you did it are grouped together with the employer information.

The bulk of the résumé is devoted to this Experience section, also known as your Employment History. In most cases, your most recent employer is listed first, and your least recent employer is listed last. Other sections, such as Education and Affiliations, generally follow the Experience section.

The chronological format wins “The People’s Choice Award.” Why? Plain and simple. Employers prefer it! In economic parlance, the buyer (your prospective employer)-who usually holds the upper hand in the supply-demand model-can better evaluate what the seller (you, the candidate) has to offer. Most hiring managers have an innate curiosity about what you’ve done and where you’ve done it. A logical, straightforward chronological format answers their questions.

Points

Many! The chronological format is easily digested and won’t raise suspicions that you are attempting to hide vocational skeletons, such as a former conviction as a serial job hopper. A chronological format’s most obvious advantages are these:

• Showcases a progression of increasingly responsible positions, especially preferred by executive recruiters and decision-making boards for management and top-tier executive slots.
• Demonstrates that you are qualified to take the next step in your career.
• Highlights impressive employers who will add weight to your credentials because of their name recognition, comprehensive training programs, or strong market position.
• Answers the employer’s question of whether your work history has been stable.

Pitfall

The chronological format really puts you under the microscope and can make you feel a bit naked. I liken it to wearing skimpy spandex to the gym: If you’re not in great shape, it will show every roll and dimple.

Marketing Manager Resume Before

Marketing Manager Resume After:

Ninety-nine percent of business résumés fall into two distinct genres: chronological and functional. I’ll lump the other one percent into a “creative” category, reserved for those artistic gurus who have been bestowed with extra right-brain gray matter.

If you’re in a hurry (your résumé has to be in a hiring manager’s hands by 8 a.m. tomorrow), take the quick quiz that follows. It will give you an idea of which of the two main formats (chronological or functional) to use. If the indicator in the first column is true for you, place a check mark in the shaded box. If it is not true for you, place a check mark in the unshaded box. Although your situation might not be clear-cut, limit your responses to one check mark per row.

One-Minute Quick Quiz

Now add the check marks for both the Chronological and Functional columns and place the total for each column in the Totals row. If the number of “chronologicals” outweighs the “functionals,” you should probably use a chronological format. If the reverse is true, and you have more “functional” responses, consider presenting your skills in a functional format.

Tip: Weigh the pros and cons of each format when determining which to use. If you’re a candidate who might go either way, write both versions; then “test market” the résumé with friends or colleagues who have human resources backgrounds or hiring experience. Honest feedback from colleagues can be invaluable in determining the best presentation for your résumé.

Remember, this quiz is a simplified formula to use when you want to crank out a résumé in about an hour. For those of you with inquiring minds who want to know the strategy behind why you’re using a particular format (remember, knowledge is power), you’ll benefit from reading through the rest. In it, you’ll learn that, beyond the chronological and functionalformats, you can choose from many other format variations, one of which will suit your unique mix of career experiences. You’ll also be encouraged when you see how these different formats solved a variety of professional problems for some average people and some not-so-average people.

One Page or Two?

Résumé length should be determined by several factors, including the number of years of experience you possess, your position level, and your industry (for instance, résumés for educators are typically longer than résumés for sales professionals). Use this general rule of thumb for deciding on length:

• One page for new graduates or people with 5 to 10 years of experience.
• Two pages for management-level candidates and those with more than 10 years of experience.
• Two to three pages for “C”-level executives (such as chief executive officer, chief operating officer, or chief financial officer).

You’ve caught attention, captured interest, and created desire. You’re at the last step in the sales process-ask for the order. Obviously, at this juncture it’s pretty hard to ask for the job. What you’ll want to accomplish, however, is to get your reader to take action-any step that will bring you more face-to-face time to create trust so that you can eventually “ask for the sale.”

Step 4: Call to Action

Getting the Reader to Act Worked for William

Many job hunters close their cover letters with something along the lines of this:

Thank you for the opportunity to be considered for the Product Engineer position.

Much more effective is the technique that William, a production engineer, used. Here’s the closing paragraph on his cover letter:

Your schedule permitting, I’d like just a few minutes to show you some prototypes. The technology I developed was successful in solving issues similar to what ABC Company faces. I’ll be in the area next week and will call on Monday, the 21st, to see what time might work best with your schedule.

William persuasively, yet politely, wrangled himself an audience with the plant manager who, by the way, cleared a 2 p.m. slot to look at William’s prototypes.

Adding a Pager with an 800 Number

Make it easy for your reader to take action. Make sure your telephone number is easy to see. If you’re relocating for your next job, consider getting a pager or telephone with an 800 number to overcome any employer concern about an area code that seems like it’s from a strange and distant land. Or use a friend’s telephone as a message number to give the impression you’re serious about relocating.

Ross had recently married. His wife, Zena, lived in San Francisco. He lived and worked in Fresno. A seven-hour, round-trip commute is not terribly conducive to a healthy marriage. Ross was looking for a new job in the Bay Area. Simply revising his Before résumé heading helped to generate callbacks on three of the next five résumés he sent:

Before:

After:

The address and telephone were his wife’s apartment in the city, and the pager made it easy for employers to reach him. Your accessibility may mean the difference between getting an interview or not.

The quote that introduces this chapter asserts that advertising is not a science but an art. I believe that the art of persuading can be likened to science. Just as in chemistry, where mixing certain compounds produces specific results, incorporating time-tested advertising formulas into your résumé can get employers’ attention, capture their interest, and create desire in your candidacy. When used thoughtfully and tastefully, advertising formulas can produce the desired outcome-an interview with your boss-to- be.

You’ve passed the first and second benchmarks in the advertising sequence: You’ve got your reader’s attention and you’ve generated an interest in you. Your next move is to create desire.

Step 3: How to Create Desire for Your Product-You!

Desire is created when you

• Show why the employer needs you.
• Show how you can satisfy the need.
• Prove your superiority in fulfilling the need.

When your effort to create desire is persuasive, the buyer (your boss-to-be) will want to “own” the product (your services).

Why You Buy

Your decision to buy a product is driven by different needs and wants, such as the following:

• Prestige
• Security
• Convenience
• Comfort
• Fun
• Health
• Greed
• Guilt
• Vanity

It’s interesting to stop and really think about what motivates us to spend. Take out your checkbook and look over your recent purchases. In the chart that follows, list in the left column a few items that you have bought in the past month or so. Review the preceding list of buying motivators (prestige, security, convenience, and so on) and identify what prompted you to buy. You might have buying motivators that aren’t on the list. And, just as I found, you might have more than one buying motivator per purchase.

Why Employers Buy

Employers also have motivations to “buy.” Among them are the following:

• Make money.
• Save money.
• Save time.
• Make work easier.
• Solve a specific problem.
• Be more competitive.
• Build relationships/an image.
• Expand business.
• Attract new customers.
• Retain existing customers.

Finding your boss-to-be’s “buying motivators” might take some digging. Research the Internet, industry publications, company newsletters, and annual reports. Call friends in the industry. Network online. Interview company employees, customers, or competitors. In short, develop a list of specific needs and interests the company has; then address those needs in your résumé or cover letter. When researching, categorize your findings according to these TOP issues:

• Trends-the company’s five-year financial trends, strategic direction, and industry trends
• Opportunities-new ideas on the drawing board and company priorities
• Problems/Projects-competition or challenges that are keeping the organization from being as productive or profitable as possible-projects the company needs help implementing.

This information will be critical in your networking and interviewing.

Tip: Don’t overlook chemistry when it comes to buying motivators. Hiring managers (or their computer systems) may screen initially on competencies, but final decisions will factor heavily on chemistry. Include character traits or other personal branding elements that hint of positive chemistry and a good organizational cultural fit.

Use the next chart to begin thinking of the specific needs employers have that you can meet. Jot these down in the left column. In the right column, select a corresponding buying motivator from the preceding list. This exercise can help you get into an employer-focused mindset.

Both sides win when you address buying motivators in your résumé. Your boss-to-be will get the company’s needs met: problems solved and profits realized. And you’ll get your needs met: You’ll be employed, appreciated, and paid more!

Addressing Buying Motivators Worked for Mario

Mario heard that DataSafe Company was growing by leaps and bounds. The company specialized in data security and disaster recovery. He’d read about the company in the Business section of the newspaper. (This is a great source of job leads. If you’re on the prowl for a new job and haven’t been reading the Wall Street Journal or local business paper, get to the library today and check out back issues.) A star salesman, Mario wanted to be part of the action with this local company that had made Fortune’s list of fastest-growing companies.

Mario made three calls: one to an employee in the company, one to a customer, and one to a competitor of the company. Asking a few pointed questions, he found out what the hot buttons were for DataSafe: territory expansion and product launches. Although he had extensive experience in both areas, his résumé didn’t show it. The following section shows how rewriting just a few of his accomplishments homed in on his boss-to-be’s needs.

Notice how Mario introduces his accomplishments with words that specifically address his target company’s needs. He also uses check boxes instead of more traditional bullets. They give the reader the subconscious impression that “yes, this candidate has everything I need.”

Prove Your Superiority

Remember that every candidate must answer the employer’s question of “Why hire you over someone else?” You must prove your superiority! This is most easily done through the use of comparison-with others on your team, with other regions or districts in your company, with your company’s competitors, or with the industry standard.

Caution: When comparing yourself with others on your team or within your company, be careful! You don’t want to sound like a narcissistic Lone Ranger in a climate that worships the consummate team player. Use phrases like “contributed to company successes in revenue growth, profit enhancement” or “member of team that delivered threefold growth in sales.”

Asserting Superiority Without Put-Downs

Liz had interviewed for a sales position in the DME (durable medical equipment) industry. During the battery of interview questions from the interviewer, she was asked, “Where do you rank among your sales team?” Liz’s response was, “Well, I don’t have a ranking, since I’m the company’s only full-time sales associate.”

After the interview, Liz reviewed her handwritten notes. She realized her response to the “where do you rank” question could have been stronger. So, in her thank-you-for-the-interview, follow-up letter, she redeemed this weak response by writing the following:

During our conversation, you inquired about my sales ranking. As I mentioned, the present structure at Dantron does not lend itself to ranking since I am the branch’s only full-time sales associate. However, I did some research and found a few numbers that will confirm my performance as a top producer.

The average sales production for the two sales associates who preceded me was $27,000 per month. As of January, my monthly average was $39,000-a 44% increase in sales activity and a record for the branch.

Branch performance is, of course, a team effort. At the same time, it is driven by individual sales. Again, because I was the branch’s sole full-time sales associate, my contributions were critical in improving performance scores across the board last year. For instance

• Irvine tied for first place in the gross profit percentage category.
• The branch generated 100% of sales to budget in a year when the figures for promotions and other expense categories more than tripled.
• Most important, we finished first among eight offices for pretax income to budget.

Notice how Liz demonstrates her superiority through comparison with former sales associates and with other branches without stepping on anyone’s toes. She dispels any unvoiced thoughts of the Lone Ranger syndrome by weaving in the sentence, “Branch performance is, of course, a team effort.” She also addresses another of the interviewer’s buying motivators. The interviewer told Liz her DME company was “driven by sales.” Liz had taken good notes in the interview, so she “fed” this point back to the interviewer with the sentence “At the same time, it is driven by sales.”

Tip: If you’re like most of us, you’ll walk out of the interview wishing you had phrased something differently. Or, two hours later, you’ll remember a great example that would have perfectly illustrated your skills. The followup letter is a great place to polish responses that might have been rough or lacking during the interview.

Positioning information is the critical element in capturing the reader’s interest. If you don’t deliver the goods at the visual center of the page, you’ve lost the reader.
It is your job-not the reader’s-to prove that you fit the position to a T. Organize your material in such a way that the reader cannot miss your key selling points.

In real estate, it’s location, location, location. The value of a property is based on where it’s located.

In résumé writing, it’s position, position, position. Unless your key information is seen, regardless of its merit, it won’t have value. You may be the indisputable, undeniable, hands-down best candidate for the position, but if the evidence to prove it requires your reader to have the investigative skills of Sherlock Holmes.

Selling Points—Front and Center

Art directors at advertising agencies pay careful attention to designing ad layouts, and you should too. Remember what the preceding primer on advertising taught you? The headline’s job is to do this:

GET ATTENTION

To get attention, the headline should focus on your product’s single strongest benefit. A common mistake people make in résumé writing is waiting too late to list their most impressive accomplishments. Suppose that your best accomplishment is buried in your reference to an employer from several years ago. The reader might need to wade through 7½ inches of text before seeing that accomplishment. Will it be seen before the 10-second screening is up? Without hitting hard at the beginning, you’re gambling that the reader will read far enough to see your best point. A better strategy is to place your strongest selling points at the visual center of the page.

Where’s the Center of the Page?

It may seem obvious. Nonetheless, take a break from reading and try this quick exercise. It will show you where the “visual center” of the page really is. You’ll need two pieces of paper, a ruler, and your thumbnail.

1. Take two pieces of paper, standard size, 8½ by 11 inches.
2. Fold one sheet in half (top to bottom).
3. Fold the other in thirds (a trifold), as you would for a regular business-size envelope.
4. Give both of the papers good creases, using your thumbnail.
5. Now unfold the papers.

The first paper, with just the one fold, will show you where the vertical center of the page is. The second paper, the trifold, will give you the visual center of the page. It’s where the upper fold was made. For résumé-design purposes, you’re interested in the visual center of the page. This is where the reader’s eye will typically stop first. This is where you should pack your punch!

Obviously, it will be difficult to fit much on the exact line where your thumbnail made the uppermost crease. So, take out your ruler. Measure approximately 1 inch above the crease and draw a horizontal line across from left to right. Now measure 1 inch below the crease. Draw a second horizontal line from left to right. This will provide you with a 2-inch-high band. Another way to find this band is to measure 25/8 inches down from the top of the page (mark it off) and then add another 2 inches from that point. The following example is what your paper should look like:

This formula is not a magic measurement, but it will give you an idea of where you should place strategic information.

A Visual-Center Strategy Worked for Sean

The following example illustrates how the visual-center technique helped an applicant earn an interview with an employer that had previously screened him out. Sean, a construction-management professional, was with a company that was headed south, and not in the geographic sense.

Despite Sean’s accomplishments, market factors beyond his control led corporate execs to close the Boston office. Sean was working with a headhunter who presented Sean’s résumé for a business-development position. The company said it wasn’t interested.

Place Supporting Information Below the Visual Center

Use the area immediately below the visual center of the page for supporting or secondary information. If you still have your ruler out, this measurement is the four-inch horizontal band of space from approximately 45/8 to 85/8 inches down the page.

Don’t be misled by the words supporting information. I am not saying that you should relegate filler material to this area of the résumé. To the contrary, you can and should include accomplishments and contributions here. You’ve already caught your readers’ attention by packing great copy at the visual center of the page. They have a vested interest in reading on and learning what makes you uniquely able to meet their needs. Reward them in their quest.

Using Supporting Material Worked for Veronica

Veronica wrote the following paragraph. Look closely for the 11-word phrase that indicates her accomplishments as regional manager.

Regional Manager:

Responsible for operation of Dallas and Fort Worth facilities; broker of auto salvage for major insurance companies. Develop and monitor operational budgets; surpassed company goals in sales and service while decreasing operational costs. Develop and organize biweekly auction sales. Client development and ongoing services. Recruit, train, evaluate, and supervise staffs in Dallas and Fort Worth offices. Report directly to company vice president.

Did you find it? Good job. Now, write the accomplishment on the blank line below the job description:

Regional Manager:

Responsible for operation of Dallas and Fort Worth facilities; broker of auto salvage for major insurance companies. Develop and monitor operational budgets. Develop and organize biweekly auction sales. Client development and ongoing services. Recruit, train, evaluate, and supervise staffs in Dallas and Fort Worth offices. Report directly to company vice-president.

Accomplishments:

——————————————————————————–

It’s amazing how repositioning information can improve your résumé. Veronica’s accomplishment now stands out simply by separating it from her daily responsibilities and introducing it with the brief heading “Accomplishments.” It gives it a fresh look, sort of like rearranging the furniture in your living room.

Skimmable Material Goes at the Bottom of the Page

Your readers will rarely take the time to read a block of thick, paragraph-formatted information at the very bottom of the résumé-at least not on the first read. So make it easy on them. Reserve your final 1 to 1½ inches of the page for list-driven material—that is, information that lends itself to a listing of items rather than full-sentence descriptions. Categories such as Education, Training, Affiliations, Travel, and Computer Skills are good candidates for lists.

Using these advertising principles has helped thousands of people in their job search-some of whom were up against formidable odds. These principles can help you promote yourself as well and give you the ammunition and confidence to target higher-paying jobs.

Step 1: How to Grab Your Reader’s Attention

To get your attention, copywriters focus on the single strongest benefit the product offers-first. Next time you flip through a magazine or turn on the radio, pay close attention to the ads. You’ll begin to see a pattern. More often than not, you’ll see the strongest benefit up front. Here are some examples:

Type of Ad -> Where First Impression Is Made or Strongest Benefit Is Presented

• Magazine or newspaper ad -> Headline and picture
• Brochure -> Cover
• Direct mail ->  Copy on outside of envelope or first couple of sentences in the letter
• Radio or television ad -> First few seconds of commercial
• Web site -> First screen

The principles used in magazine or newspaper ads also hold true for your self-marketing documents:

Type of Ad -> Where First Impression Is Made or Strongest Benefit Is Presented

• Résumé -> Headline and visual appeal/overall look and feel of résumé
• Cover letter -> First couple of sentences in the letter or bulleted items that highlight accomplishments

Advertising combines visuals and headlines to get attention. Résumés use good copy and eye appeal to get attention. By the way, the word copy, short for copywriting, is the term ad agencies use for the headlines, paragraphs, sentences, and slogans that accompany the visuals (pictures). I’ll be using the term copy to refer to your résumé content-the headlines, descriptions, tag lines, and other features that will wow and woo your boss-to-be. For the résumé, a good first impression requires persuasive copy and good visual appeal. Let’s look at copy first.

Headlines and Hard-Hitting Leads

David Ogilvy, the messiah of Madison Avenue and author of Confessions of an Advertising Man, says that headlines are “the most important element in most advertisements…five times as many people read the headline as read the body copy.” Here are a few headlines that got my attention:

You’re born, you go to school, then one day things begin to get interesting.

(Photo in ad: young sailor aboard a gleaming ship, overlooking a beautiful Mediterranean port city. Ad recruiting for U.S. Navy.)

Oh, baby, where have you been all my life?

(Caption below photo is “half the fat, really cheesy.” Photo in ad: happy couple eating Kraft Deluxe Macaroni & Cheese Dinner.)

Doctors are too busy to wait minutes for the correct temperature. Guess what, mothers are busier.

(Photo in ad: close-up of a mother holding a sick baby. The ad is for an ear thermometer that takes baby’s temperature in one second.)

A good lead will do two things:

• Get your attention.
• Draw you into reading the whole ad.

You’re probably shaking your head, wondering if I’m going to ask you to write a catchy headline for your résumé or cover letter-maybe even put it to music! Something along the lines of the following:

You can double your sales in the next six months. Your competition has.

(Salesperson touting past sales performance.)

“Boutique” customer service wins over “wholesale” pricing…hands-down!

(Retail customer-service manager emphasizing service to support premium pricing.)

You’re too busy to worry about the “everyday details.” Let me help.

(Secretary targeting an executive support position.)

The preceding examples are intentionally bold, but they get attention because they offer a benefit to the target audience. The first example offers increased sales; the second, loyal customers (who will generate repeat and referral business); and the third, a saving of time for the boss.

If you’d like a subtler introduction, here are a few conservative headlines:

Profit-Driven Manager with Strong Customer Focus

Law Enforcement Professional with Vision…Courage…Leadership

Experienced Educator—Devoted 20+ Years to the Study of Sociology and Its Cultural, Economic, Political, and Spiritual Impacts on Our Local and Global Community

What headline would appeal to your boss-to-be? Some careful study of advertising strategy and human behavior can get your creative juices flowing. Do the following:

• Focus on your key selling points.
• Communicate those selling points to your audience.

You can use your “headlines” as a theme throughout your job search. Make them a common thread in your networking, cover letters, résumés, and interviewing.

Where You Can Use Your Headlines?

Networking: “I’m Sheridan McKenzie and I write for a living. I specialize in success stories.” (Use of intrigue in response to the age-old inquiry, “So what do you do for a living?”)

Cover letter: Creating attention-getting, hard-selling television ads has generated millions for my clients. (Example of a hard-hitting introductory sentence.)

Résumé: CLIO award–winning writer featured in Advertising Age and AdWeek. (Qualifications summary.)

Interview: “As a top-notch agency writer, I have delivered copy and concepts that exceeded clients’ marketing objectives. I can do the same for you.” (In response to the interview statement, “Tell me, in 25 words or less, why I should hire you.”)

A real benefit to preparing your résumé is that none of your prep work will go to waste. Every minute you put into it can be used throughout the networking, job search, and interview process. More important, the process will add to your sense of accomplishment and, best of all, your confidence! You’ll need every ounce you can muster as you launch your job search.

Visual Appeal

Most of us think of visuals as pictures. For the purposes of designing your résumé, I’ll use the word visual to refer to overall eye appeal. It takes just three to four seconds to decide whether the “look” of a résumé has eyeappeal. The key to eye appeal is using classic design elements—with consistency! Inconsistency in design (also referred to as formatting) makes for an ugly-duckling résumé, and ugly-duckling résumés are often passed over for those with swan status.

Consistency Worked for Javier

Can you find 10 or more design inconsistencies in the following example? Some are more obvious than others.

Consistent formatting for Javier’s résumé not only improved its eye-appeal, but also sped up his transition from the military to the private sector.

In some résumés, you can also draw in your reader by using an image they can relate to, such as a small graphic that represents your industry or profession.

Using a Graphic Worked for Jennifer

Jennifer, a recent graduate, used the graphic of a mortar and pestle for her pharmaceutical sales search. The graphic gives the impression of industry identification despite the fact that Jennifer had no experience in pharmaceutical sales. The goal statement was developed from researching Web pages of pharmaceutical companies.

Visual appeal is a huge factor in successful résumé design. Consistent formatting and use of a tasteful graphic can help accomplish the first step in the employer’s “buying” process: Get your reader’s attention!

A quick method to think about your brand is to use the grammatical framework of nouns, adjectives, and verb phrases. For example, if you were in education.

• Nouns that describe your brand might include teacher, reading specialist, or literacy trainer.
• Adjectives might include passionate, committed, caring, interactive, innovative, or tech-savvy.
• Verb phrases might be empowering students through knowledge touching lives with transformational change, enlightening others through awareness, or challenging others in critical thinking.

Authentic Image
Your Authentic Image is the genuine you-not costumed to play the part of someone else, but cast in the right role-a role that allows you to be radically rewarded and enthusiastically engaged in work that adds value to others. This requires some careful analysis and soul-searching. The Magic F.I.T.™ is a model that will help you zero in on your authentic image. The acronym stands for ingredients that are critical to career success:

• F – Function and Fulfillment
• I – Industry/Interests and Identity
• T – Things That Matter, and Type

External Variables:

Function (F):

Function represents job titles and tasks; for example, titles such as accountant, copywriter, or customer service representative or tasks such as analyzing, planning, or writing. Although you’re capable of doing a number of different functional jobs or tasks, you’ll want to concentrate on your innate talents and skills, and favorite experiences.

Industry/Interests (I):

Industry refers to where you will apply your functional skills. Frequently your functional interests can be used within a number of industries. For example, a customer service representative (Function) with a passion for organic products might target call centers (Industry) or retailers (Industry) that specialize. in natural products (Interests).

Things That Matter (T)

Wouldn’t it be wonderful if you could open the medicine cabinet each morning and pop a pill that would motivate you to go to work? That pill does exist! It takes the shape of having your values and needs met. Your “Things That Matter” category might include an impressive title, solid relationships with your boss or peers, a high level of authority, salary range or perks, cultural diversity, independence, travel, or a host of other elements that will take your job from good to great!

Internal Variables

Fulfillment (F)

Fulfillment is synonymous with purpose. Career purpose can be defined as being “radically rewarded and enthusiastically engaged in work that adds value to others.” Your definition should capture the essence of how you will bring value to your employer, as well as how you will fulfill yourself. It’s something you can intentionally look forward to on a Monday morning and say, “this is what I am committed to,” as well as look back on Friday afternoon and say, “I have accomplished my purpose.”

Identity (I)

Identity refers to how you see yourself—your internal self-image. Who are you and who are you becoming? What distinguishing characteristics do you want others to perceive in you? What do you believe you are capable of accomplishing? How do you want others to perceive you? Those who experience the greatest meaning and fulfillment in life and work periodically redefine themselves and move beyond their previously accepted limitations.

Type (T)

Type refers to your personality. You came wired-at-birth with four main personality preferences: where you focus your energy (your outer world or inner world); how you take in information (concretely or intuitively); how you make decisions (based on logic or feelings); and how you approach the world (in a planned or spontaneous manner).

If you’re thinking that it will be a challenge to target a position that ideally suits all six elements-your functional skills, ideal industry/interests, personality type, fulfilling purpose, evolving identity, and things that matter-don’t be discouraged. It is possible; however, recognize that it is a process of fine-tuning your career over time. Start by making sure you’re clear about the first-level elements-Function, Industry/Interests, and Things That Matter-as you target new positions. Then, weave in your second-level elements-Fulfillment, Identity, and Type-to take your career to the next level.

Advantages

The second A in your personal brand, Advantages, is synonymous with benefits and value. These are the advantages that you bring to employers. They should be linked to the employer’s “buying motivators,” such as the ability to help generate income or save costs for the company. You’ll learn more about these in this chapter and in chapter 6 on accomplishments.

Awareness

The final A, Awareness, refers to communicating your brand in a manner that makes people attentive and responsive to it. You can do that both in print and in person during your job search. Your résumé and career marketing documents (cover letters, follow-up letters, reference sheets, project lists, online portfolio, and so on) can all convey your brand in print. Your choice of font, tasteful use of color in traditional paper résumés, use of visuals and color in online résumés, insertion of industry icons or logos, and so on will add to brand identity. And, of course, getting your résumé in front of decision makers is an important aspect of brand awareness.

Strangers have made their way into your home. But you don’t know it. You’ve put in a long workday. It may have included dealing with a cranky boss, picky customers, colicky coworkers, and a crowded commute. You arrive home, only to find that salespeople have finagled their way into your abode. You know who I’m talking about. They’re there every day as you plow through the snail mail. The outside of the envelope is typically stamped with, “You’ve earned a platinum credit card with no annual fee.”

Studies show that direct-mail advertising letters have about five seconds to gain your attention. Résumés get about 10 to 20 seconds, at most. Résumés are, of course, a different medium than direct-mail advertising. At the same time, there are a number of similarities. The most obvious—you have precious, fleeting moments to get your reader’s attention and make a great first impression. It’s crucial, as these often-overlooked truths reveal:

• A great impression makes an immediate connection and compels your reader to go on reading…right now.
• An average impression may win a read-through…later…maybe.
• A bad impression will halt the process; your résumé (and your aspirations) could be destined for the same place you toss your junk mail.

Every year, American companies spend in excess of $52 billion (that’s nine zeros!) on direct-mail advertising, $46 billion on newspaper advertising, and $16 billion on ads in consumer magazine and business publications. Another $88 billion is spent on annual television and radio advertising, with Internet advertising at nearly $7 billion, but fast increasing with double-digit annual growth (Source: 2006 Fact Pack: 4th Annual Guide to Advertising Marketing, Crain Communications). Like it or not, the advertising gurus are pretty persuasive at getting us to spend part of our hard-earned paychecks.

Because they are so good at their craft, it makes sense to capitalize on some of their “trade secrets.” In this chapter, we’ll touch on personal branding, as well as explain how adopting and adapting bits and pieces of successful “advertising formulas” to the résumé-writing process has brought great success to people from all walks of life, from entry level to executive.

Personal or career branding is all about image (what you want to be known for) and connection or attraction (what kind of employer you want to connect with or attract). A compelling career brand can

• Make you more attractive to employers, even when there are no formal job openings
• Control what networking contacts and interviewers remember most about you
• Lower the barriers to hiring by creating trust and conveying value
• Elevate you from the status of commonplace commodity to one-of-a-kind service
• Differentiate you from the competition
• Guide you in your decisions about which interviews to pursue
• Create employer desire to buy (hire)

Many of the same dynamics behind why a consumer chooses Crest over Colgate also apply in hiring. That’s why it’s important to have a clear brand and communicate it consistently. Creating your brand is not a five-minute exercise, but there are some key points that will fast-forward the process.