Avoiding Resume Failure: Four Things Resumes Need to Do

While a résumé cannot make your career, it can certainly break it. Résumés fail every day. They make a candidate look too scattered, too junior, too specialized or too much of any other trait that is undesirable in general or a particular case and not enough of what an employer actually does want. In the hundreds of résumés I read last year alone, I can say that the greatest point of failure is that the résumé writer did not step back and consider what he or she was trying to communicate.

shutterstock_160082594 (dominos)Let’s be very clear, resumes are exceedingly important, but they are not everything. No one’s career chances have ever been made by a resume. You need much more than a great resume to succeed, and your entire value proposition as a candidate or employee is not locked in the document waiting to be read.

On the other hand, while a resume cannot make your career, it can certainly break it. Resumes fail every day. They make a candidate look too scattered, too junior, too specialized or too much of any other trait that is undesirable in general or a particular case and not enough of what an employer actually does want. In the hundreds of resumes I read last year alone, I can say that the greatest point of failure is that the resume writer did not step back and consider what he or she was trying to communicate.

When I say the “resume writer”above, I don’t mean a professional resume writer, who through experience and detachment generally possesses the big-picture perspective. (That’s a large part of why you might hire one.) I mean Joe, Sally, Larry, Latisha, Ricardo, Li-Shin and every other job candidate out there who is writing a resume on his or her own. If Latisha doesn’t put on her “resume writer’s hat” and Larry doesn’t put himself in the shoes of the reader, neither of them will be very effective at communicating through the resume medium.

Why is this task of writing a compelling resume so important? Without exaggeration, millions of employees worldwide are held in the shackles of their current employment, unhappy, unmotivated and unable to move internally or into new jobs, because they have not mastered the skill of communicating their value through their resumes. Millions of others are unemployed or underemployed for the same reason.

You have one or two pages to make your case. Without fail.

THE FOUR THINGS RESUMES NEED TO DO

  1. CONVINCE
  2. THE RIGHT AUDIENCE
  3. YOU ARE COMPELLING
  4. TO INTERVIEW

In certain limited circumstances, as a job candidate you are already a known quantity as a professional, and the resume serves more of a “confirmation” function. Most of the time, however, the resume itself needs to build your case.

In certain limited circumstances, as a job candidate you are already a known quantity as a professional, and the resume serves more of a “confirmation” function. Most of the time, however, the resume itself needs to build your case. As far as we have moved as a society into business-driven social media (LinkedIn profiles, etc.), in most professional fields the resume is still the common currency and core document. We are a long way from the phrase “send me your resume” being replaced with “send me your Twitter feed.”

Resumes fail because they don’t convince the right audience that you are a compelling candidate to interview.

#1 – Know Your Audience

When I work with résumé clients, the first point we tackle is knowing the audience., which is #2 above. To know who is your audience, you need to first know what roles you are targeting. In the attorney field, for example, a litigator resume written to target a law firm won’t convey the key points if the candidate wants to move into an in-house role, public policy, human resources or education. The audience in each case is different, and what is needed to convince your audience that you are a good candidate is decidedly specific to each type of role. If you are writing a resume on your own and in doubt about what your audience is looking for, the first step is to find out as much about the actual “work” of the target position. Job descriptions, informational interviews and other investigatory measures will help you clarify what is expected in each role.

#2 – Convince

Second, once you know your audience, your job is to convince the audience you are a good hire. Too often, candidates try to do this by putting more on the page. They don’t know what to emphasize, because they haven’t taken the time to get to know themselves or their audience, and they expect the reader to sort it out. The resume in that case does not present a logical step-by-step narrative that walks the reader through the candidate’s strengths, talents, experience and value-add. The reader, of course, is busy and has much better things to do, like read the resume of someone who has figured out how to write one properly (or get on with the business of actually working).

How do you convince employers to hire you through your resume? Show them you can solve their problems and capitalize on their opportunities.

You can’t close the deal with readers/interviewers/recruiters/hiring managers/networking contacts if you can’t convince them you are a compelling candidate. And you won’t be a compelling candidate in most cases if you don’t know your own value proposition.

The most compelling way to close the deal is to know the problems, issues, opportunities, strengths, risks, threats, etc. of a particular employer (or class of employers) and present yourself as someone who can solve the problems and capitalize on the opportunities. Here are some concrete examples to make this clear. Imagine you had a class of jobs in front of you, and you needed to figure out what problems needed to be solved in each case: (1) the receptionist of a busy pediatrician’s office, (2) the safety manager at a manufacturing company, or (3) the execution trader for a hedge fund trading international equities. What are the so-called “pain points” of each? Does the doctor’s office need someone client-focused and organized? (Clearly.) Do they need to have experience in a similar setting? (Depends on what else they bring to the table and the employer’s biases, history of hires and successes/failures on that front.) What else does each role require and request of a candidate?

I have worked with many candidates who have not even considered what an employer’s needs are. So many, in fact, that I am no longer surprised by this omission of the key reason that companies hire in the first place – to fill a need.

Let’s think about #2 above for a moment – safety management. Say you want to move into (or move up in) this type of role, which is admittedly a very specific field. Here’s a sample job description (click here) from Lauren, an EPC contractor. If you were serious about this area as one or more possible targets for you, and this employer in particular, I would suggest you read related job descriptions to flesh out how “this type of job works.” While the present blog post is not about how to read a job description (stay tuned, one may follow), let me highlight a few key points that would help your resume communicate that you a compelling candidate for this job or one like it. Start not with the writing, but with the thinking, namely:

(1) What does this employer do? At a very basic level, what is EPC (engineering, procurement and construction), what is the heavy industrial sector, and how does this translate into their day-to-day operations? 

(2) Who are their clients?

(3) What markets do they operate in?

(4) Who are their competitors?

(5) Since they are in a highly-regulated field that affects everything that they do, who are their regulators, what regulations are they subject to, etc.? (Note: see the references to OSHA, for example, in the job description. If you do not know what OSHA is and have not mentioned it on your resume, you will be a very hard sell. Find a cheap training online, at the very least, to get you started, or do the research on your own. In other words, if you don’t have what you need, find a way to get it.)

(6) Note that all of the above points are about the employer. Only after you have considered the macro-view – what are they trying to accomplish and how does that play out? – then ask yourself the question, how does your targeted role serve to lead, manage and/or support the bigger picture? How can you help solve the employers’ problems, issues, opportunities, strengths, risks, threats, etc. How can you make them money, save them money, raise their reputation in the marketplace, keep them out of trouble or otherwise add value to the company?

#3 – Be Compelling

You will notice immediately that this is a completely different approach to resume writing than creating a “laundry list” of what you have done in the past. If you are perceptive, you will also notice that “it’s about them, not about you.” Compelling candidates won’t just want to fill jobs because they need a paycheck. Compelling candidates are compelling because they move beyond what’s in it for them and are focused on what they can do for the employer. (Which is how and why we all get paid, after all.)

If what I am proposing sounds like a lot of work, it is. Yet if you cannot find the energy to be fully engaged at the outset of a job, how will you possibly summon it up once you are in the job? The same attention to getting you hired will keep you employed and progressing along your career. If you don’t have it and cannot create it, you are in the wrong field, industry or life.

Referring back to points 1-7 above, you may ask how each of these are reflected in your resume, which is the decisive question. The art of writing the resume is to translate the employer’s needs (without simply repeating words) to show that you have the “right stuff” to meet their objectives for the role and the company generally. If you are applying to a set of roles that are similar (e.g., safety management roles across a range of companies or industries), the communication of what makes you compelling may be quite similar for each employer that you are trying to “sell” on your candidacy. Keywords play a role, certainly, and the essence of a compelling resume is that it allows the reader to picture you in the role.

The essence of a compelling resume: allow the reader to picture you in the role.

#4 – Focus on Getting the Interview

On the fourth and last point of failure, resume writers often forget that they are generally competing for an interview with their resume, not yet competing for the job. In other words, not every single point about why a company should hire you needs to be in the resume. In fact, it shouldn’t run on that long, lest you run the risk of coming across as a candidate who cannot succinctly and effectively communicate. Remember: the resume is the appetizer, not the meal. Your resume’s job is to convert the recipient of your resume into a reader and then into an interviewer.

Once you have the interview, go back to those 7 points above (and others), and make the same sale all over again. Convince your audience you are a compelling candidate to hire.

Anne Marie Segal is a resume writer and a career and leadership coach to attorneys, executives and entrepreneurs. You can find her website here

WRITING SERVICES include attorney and executive resume, cover letters, LinkedIn profiles, bios, websites and other career and business communications.

COACHING SERVICES include career coaching, networking support, interview preparation, LinkedIn training, personal branding, leadership and change management.

My Biggest Career Mistake: Sailing, Secretaries and Lime Green Pants

Green Pants
I believe in the power of mistakes.

No one likes to make mistakes, of course. But that is where the learning happens. Bigger mistake, greater opportunity to learn.

What may have been my biggest career mistake happened very early on, while I was still finishing my undergraduate degree. I had my very first internship and was ready to conquer the world. Good so far. I also thought I knew exactly how to do it. Ha!

I was a lowly intern, feeling on top of the world that I had gotten “in” at a place that I very much wanted to work. The secretary in the department was very good to me, trying to help me out so I could make my way. But I didn’t take the cue.

Not only did I not yet understand that secretaries rule the roost (if not the world), but I did not appreciate that someone could make choices very different than mine and still have a lot to teach me.

Here’s the thing. This secretary (we’ll call her Nancy) wore lime green capri pants, corduroys and other outfits to work that in my naivety had judged as “not fit for the professional world”. I call myself naive not because I was wrong to recognize that Nancy would not move up the corporate ladder if she didn’t emulate the look of those at the top: dark-colored suits. She wouldn’t. Rather, I assumed that moving up within the organization was and should be Nancy and everyone else’s goal, without realizing that she had her own plan. One that was more carefully formulated than my 19-year-old point of view would allow.

Nancy wanted a place to work during the day (while she pursued her own interests on the side) that was forgiving enough so she could wear want she wanted and be whom she pleased. She was expected to conform to certain norms and left blissfully free to ignore other ones. She made calculated decisions to achieve the results she wanted. She knew exactly how to get where she wanted to go, but it wasn’t anywhere that I could have imagined.

So when Nancy pulled me aside one day to tell me that I should “follow the lead” of the head of the group (we’ll call him Troy), who wanted to talk about basketball and sailing a good part of the time, I ignored her advice. I wanted to ask Troy about things that interested me, and at the time these were not at the top of my list. While others joked and called him Captain Troy, I smiled through gritted teeth and pushed on for the certain set of experiences that I had expected out of the internship.

IMG_2489

After all, we were not on a yacht, we were in an office. I wanted to learn the ways of leadership and success, and they were not going to come from talking about sailing, I thought. At the time, I didn’t have a boat, or any family or friends with a boat. The one time I had taken an extended trip on a boat as a child, I had been seasick most of the week. I was bound to say something ill-informed, so wasn’t it better to steer the conversation back to what was comfortable to me?

I couldn’t look bad if I just avoided topics that were out of my league, right? Anyway, I reasoned, what did Nancy know, with her green pants and all? How could a chat about sailing be useful to me at all, other than to smile and humor my boss? Why would I encourage him to continue that conversation?

Turns out, Nancy knew a lot. In particular, she knew how to keep everyone happy while keeping herself happy. She kept these two goals in perfect balance, giving Troy and the group the support they needed while feeding her own needs. She intuitively understood that showing an interest in sailing was showing an interest in Troy. And that was the important part.

By contrast, I was being immature, overly serious and even selfish – holding on to the world as I knew it – by expecting to direct the line of conversation. And I was missing out on the chance to learn, bond, grow and have fun.

So, my biggest career mistake was actually a set of related mistakes:

Mistake #1: Discounting the message of an unexpected messenger.

Mistake #2: Closing myself off from new experiences.

Mistake #3: Making it all about me.

As I found out later, the green pants were a statement on Nancy’s part, a line in the sand that she was in a bridge job and had no pretense of “moving up” to a management position within that organization. She had her eyes on another prize – her own set of professional goals – but she also made sure to be so good at her job (orienting herself to the situation, as needed) that there was no way she would risk losing it over something as simple as wardrobe choices. In fact, as a highly creative person, she literally wore her authenticity on her sleeve. And she was respected for that by others in the group, including (in the months and years following my internship) by me.

I often think back to Nancy, the unexpected messenger, with whom I have lost touch in the over 20 years since I had that internship. I am indebted to her wisdom. I wonder if she has started her own company, maybe even a fashion line.

Nancy could have changed her style of dress any day. Changing my attitude took a lot longer.

From my biggest mistake, I learned my greatest lesson. It is not all about fitting in, it is also about being a fit.

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