Blog Post: Developing Your Resume as "A Marketing Tool"

Consider your resume as a marketing brochure advertising “YOU” as the brand. As with any other piece of marketing collateral your resume must clearly present your skills and accomplishments and highlight the benefits you can bring to an organization. The resume is intended to catch the interest of the prospective employer and lead to the next step – the interview.

Types of Resumes

Although there are many different resume formats, there are two basic styles:

            -Chronological

            -Accomplishment Based

The Chronological Resume

The chronological style resume offers a historical timeline of your work experience and emphasizes employment history, job titles, dates of employment, responsibilities and accomplishments. Positions held are listed in reverse chronological order with the most recent first. Recruiters prefer the chronological style resume.

The chronological resume style is most appropriate if you have the following characteristics:

            -Seeking a position similar to your most recent position

            -Work history shows strong career progression with increasing responsibility

            -Remaining within the same industry

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

The Accomplishment Based Resume

The accomplishment based resume style emphasizes job skills and expertise in specific areas such as sales and marketing, management, finance, etc. It incorporates accomplishments to demonstrate your proven abilities in a particular area. Accomplishment based resumes are more adaptable to particular circumstances than the chronological style, such as reentry to the work force after an extended period of time.

The accomplishment based style resume is appropriate if you have the following characteristics:

            -Reentering the workforce after a hiatus of a number of years.

            -Changing careers

            -Leaving the military and entering the civilian workforce in a different job function.

            -Unstable work history (frequent job changes, gaps in employment, etc.)

            -“Seasoned” employee with extensive work history.

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

Developing Your Resume

It is important that your resume accurately reflects your job skills and accomplishments. More importantly, you have to be comfortable with your resume. It is a living document that can be modified as you gain feedback and focus the direction of your job search. Review the Chronological and Accomplishment Based resume formats and determine which is the most appropriate for you.

Some Resume Guidelines

DOs                                                                             

Expect to write several drafts. Good writing results from revisions.                                                                                            

Make your resume visually appealing with sufficient white space and wide margins.                  

Focus on accomplishments and results.                     

Use bullets. Write in direct, short, succinct sentences and paragraphs supported by strong action verbs.

Proofread carefully.                                                   

Insure that educational and professional degrees and certifications are correct.

DON'Ts

Include references.

Include salary history or requirements.

Use pronouns like I, we or they.

Write long, detailed paragraphs.

Include word or phrases that don't "Sell" your skills or add value.

Include a photograph or personal information.