Long gone are the days of the objective statement. Employers already know that your goal is to get the job for which you are applying. The emphasis now falls on your marketing message. This is the first glimpse into who you are as a professional and what should grab an employer’s attention and make them want to keep reading. If this section is missing or poorly crafted, you run the risk of being overlooked because employers cannot quickly and accurately get a positive impression.
If you want to make your marketing message stand out, consider the following guidelines:
- Don’t rehash your entire career
Your summary of qualifications should be approximately three to five sentences. It does not need to cover everything you have ever done. At the same time, giving just a few generic bullet points does not make a strong impression either. Highlighting key strengths and abilities draws the hiring manager’s attention in and invites them to read the rest of your resume to find out more details.
- Brand yourself
You may be a jack of all trades, but you don’t necessarily want your resume to convey that. Instead, start your resume off with a branding statement that identifies you as a senior-level marketing manager, a human resources specialist, a plant engineer, or whatever your profession may be. This should align with similar job titles of positions you are seeking. As you craft your marketing message, keep this branding statement in mind as what you include should all tie back to it.
- Focus on your strongest skills
Because you’re not rehashing your entire career, select what your strongest abilities are that qualify you for the position. Carefully read through job openings to see what employers are looking for and how you fit. This is your opportunity to make yourself shine and demonstrate what makes you stand out from the competition and excel at what you do. You should adjust your summary of qualifications and core competencies for each position you apply for.
- Use powerful, concise statements
This is your chance to get the hiring manager’s attention. Long, drawn-out sentences with little value and weak verbiage can quickly lose interest. Be clear and to the point while emphasizing your abilities and results that you are capable of achieving. Try to refrain from making each sentence a list or copying exact phrases from elsewhere on your resume. Your marketing message is an overview of you as a professional, but that does not mean that it needs to be dull or generic.
To further emphasize your strengths, your summary should be followed by a solid list of core competencies. These should be one or two word phrases such as project management, budgeting, compliance, business development, or other hard skills. You can also incorporate relevant soft skills if they align with the job opening.
A strong marketing message can increase your chances of landing an interview. Don’t let a great job opportunity pass you by because your resume is not up to par.