All podcasts in April, May, and June will be focused around the theme “College Graduation, 2019 Edition.”
At this time each year, I concentrate on topics to help that year’s crop of graduating college seniors.
Of course, everything I talk about will apply to those of you who have been out in the workforce for a few years, as well.
In April, I will be covering resumes, cover letters, and LinkedIn profiles. These are your primary marketing documents in a job search.

Point #1 – Your Resume is a Marketing Document
Here’s what most of you have for a resume, unless you’ve worked with me already: a descriptive document. I call it a “data sheet.” Your document tells the reader where and when you worked, what your job duties were, and what your job title was.
Lather, rinse, and repeat.
From a marketing standpoint, that’s like describing a product’s features, but not its benefits.
These shoes have shoelaces.
This sofa is covered in dark brown fabric.
This refrigerator has an ice maker.

An employer needs to know what your job duties were in each position, to be sure, but what they also need to know is how well you performed the job.
From a marketing standpoint, these are your benefits. Here’s what this might look like:
These shoes have interchangeable shoelaces that can match any outfit you have in your wardrobe – you’ll be the most stylish woman at the coffee shop!
The color of this sofa means stains and dirt will practically disappear!
This refrigerator’s ice maker is in the door, which will save you approximately $125 a year on electricity costs!

How does this translate to your resume? Here are a few bullets from resumes I’ve written for my clients:
- Developed and implemented a mentoring program that reduced General Manager turnover 4% and saved $240k in recruiting and onboarding costs.
-Completed approximately 60 engagements thus far, encompassing weddings, graduations, birthdays, house parties, and bars/clubs. (This client started his own DJ business)
-Maintained 100% accuracy with approximately 70 closing packages totaling $24.5M. (This client had his own business assembling mortgage loan packages)
- Conducted a Facebook e-mail campaign that resulted in 3,000+ likes within three days and increased engagement to 11%.
-Realized 20% volume growth over previous year with KTM bike retail marketing program at key convenience retailer Super America.
 
Notice how many of these accomplishments have numbers. Whether your achievements lend themselves to dollars, percentages, number of participants, or volume, whenever you can quantify your achievements you take that statement to another level.

Point #2 – Your Resume Reflects Your Brand
I’ve said this one before, but it bears repeating: To truly differentiate yourself in your resume, you must tell the reader what you bring to the table that no other candidate will have.
What you can do for them that no other candidate will be able to do.
What makes you uniquely qualified for the position you are applying for.
During the resume-writing process with my clients, I ask them why an employer should hire them over all the other candidates.
I often get generic answers like “I’m a hard worker,” “I’m a team player,” or “I have a degree in _____.”
Let’s go back to thinking of yourself as a product. A product that can communicate with you.
You walk up to those athletic shoes, introduce yourself, and ask them why you should buy them.
The shoes respond with “Because I have a sole, shoelaces, and a vamp.”
You’re not going to choose to buy those particular shoes because of their sole, shoelaces, and vamp.
You’re going to choose to buy a particular pair of shoes because they are the right type of shoe for the athletic activity you plan to do, because they feel good on your feet, because they have proper arch support, because they are warm enough or cool enough for your weather, and because they look good on your feet.
These are the things that differentiate one pair of athletic shoes from another.
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