Ditch. Dare. Do!: 3D Personal Branding for Executives by Arruda William & Dib Deb

Author:Arruda, William & Dib, Deb [Arruda, William]
Language: eng
Format: azw3, epub
ISBN: 9781620504567
Publisher: Reach Personal Branding
Published: 2013-04-22T16:00:00+00:00

My Sparks

Record your ideas, sparked from Chapter 11.

Chapter Twelve

How Do You Document It?

SHOW

Brand Your Resume

Brand Your Bio

Put Your Best Face Forward

Snap 1

Defy Mediocrity:

Brand Your Resume

The traditional resume is a dead retread.

Most people don’t know that the traditional resume is belly-up. You’re smarter than that! You know that the resume never was a magic bullet and now it’s not even a first-strike document. In the age of LinkedIn, Google, and social media, by the time the reader sees your resume, it’s often a bland, late-to-the-game confirmation of previous impressions—a retread of what is already known.

Yet a resume, no matter how diminished in importance, is still likely to be the single most requested career document in your executive tool kit—and we’re not just talking about transitions. Your resume is valuable inside your company—for moving internally, configuring teams, and building your brand. So beat out bland and go for bold. Make your resume speak for you—with your brand and ROI—with speed. Why speed? As noted career expert and bestselling author Susan Whitcomb observes, “Social media and the bombardment of info-overload have caused many people to have the attention span of a lit match.” In other words, say it quick to make it stick!

When crafting your resume for this new world of “So what? Make me care! Do it fast!” you need to know your brand, your ROI value, and the employer’s wants, upfront, before you write; only then can you craft your marketing message (your pitch) and form your content strategy. Focus on impact and the accomplishments that created it. Keep the essentials, nothing else. Tell what needs to be told. Boldly dump the rest.

Here are 10 tips for crafting a “So what? Make me care! Do it fast!” resume for internal stakeholders or external markets.

1. Accept that your resume is not a history or biography; it’s marketing. Have a strategy for your market.

2. Marketing strategy means knowing your targets’ needs, how your Why-Buy-ROI fits, and whether you need multiple resumes.

3. We know you are brilliant, but you can’t include it all! Your strategy must guide your content decisions.

4. Think of potential content as helpful, valuable, or critical. Showcase “critical,” edit down “valuable,” and dump “helpful.”

5. “Critical” usually means delivering ROI or supporting the delivery of ROI. Research will tell you which ROI matters.

6. Replace the objective with a profile; objectives waste space.

7. A good profile is a magnetic “career brief” with a career snapshot, a Why-Buy-ROI, and an accomplishment or two.

8. Replace “responsible for” job descriptions with “stats snaps”—quick views of P&L, reports, divisions managed, etc.

9. Ruthlessly edit, set aside, then edit again. Think: can it be shorter, more powerful, more branded? Don’t rush this step!

10. Think IMPACT—highlight the ONE best thing you did in each job (critical); support it with accomplishments (valuable).

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