Home' Trinidad and Tobago Guardian : May 5th 2015 Contents B24
Guardian www.guardian.co.tt Tuesday, May 5, 2015
This new kind of resume helps you focus on
what makes you unique... a resume "branded"
specifically for you.
Remember Nike's classic corporate brand "Just
do it" and Maxwell House's "Good to the last
drop"? They created a succinct statement to
differentiate them from their competition.
Branding positions and markets people, too.
Consider celebrities like Donald Trump,
Madonna, and Oprah Winfrey, whose names are
extremely strong personal brands. Their names
communicate a clear message about who they
are, what they represent, and what makes them
Personal branding can also greatly benefit job
seekers by distinguishing them from the
competition. Just as companies rely on branding,
so should savvy job searchers carry and
communicate their own personal brand.
Since no two brands -- corporate or personal --
are the same, your personal brand is as unique as
you are. And what makes you unique is what will
make you positively stand out in your job search.
The concept of personal branding within
résumés is a relatively new strategy, but has
already been embraced by many successful job
changers, at all professional levels, as a powerful,
self-marketing tool. Your résumé is your calling
card, or first opportunity to influence a lasting
impression of you.
Employment decision-makers typically allow
only 10-15 seconds to review a résumé and
decide whether to read the entire document.
With such fierce and daunting competition
these days for quality jobs, your résumé must
immediately capture and hold the attention of
those reading it to position you above the
Your résumé should clearly communicate the
• You meet the qualifications for the job they
are trying to fill,
• You are a good fit professionally and
personally for the company,
• You offer a unique combination of personal
attributes, pivotal strengths and skill sets,
• You have made significant and valuable
contributions to past employers,
• You are energized and passionate about your
• Your value proposition -- all the things you
offer -- will positively impact the company.
A personally branded résumé usually contains
a powerful branding statement, but has even
stronger impact when the candidate's value
proposition is imprinted throughout the résumé.
From the top...
Since the top part of the first page of a résumé
introduces the candidate, it should pack a
powerful punch to quickly draw in and hold the
reader. Consequently, branded résumés rarely, if
ever, contain an "objective" statement.
It is much wiser to use that prime space to
highlight the value the candidate will bring to the
company than to detail what the candidate wants
from the company:
Before: Objective: A challenging and
rewarding position that will maximize my
experience in sales and marketing.
After: Top-tier Account Manager driving
multi-million dollar profit contributions and
successful expansion efforts across vertical
markets for some of the world's strongest
Action statements vs. duties or descriptions
Each section of the résumé represents another
opportunity to communicate your unique
achievements and contributions. Replace time-
worn descriptions in the Professional Experience
section with strong action statements:
Before: Responsible for identifying and
developing new accounts.
After: Drove advances in market share and
revitalized stalled business by persistently
networking and pursuing forgotten market
pockets -- lost sales / smaller, untapped
businesses / prospects overlooked by the
To help you begin developing your unique
personal brand and value proposition, consider
• Where do your greatest talents lie? What are
the most valuable personal attributes you
offer prospective employers?
• What makes you stand out in your job? What
makes you better at what you do than others
doing the same job?
• What is your passion at work? What jazzes
you and makes you anxious to get to work
• What accomplishments on the job make you
most proud and were the most beneficial to
Compared to traditional résumés, investing a
little more time and effort to develop a
personally branded résumé can reap the
• Be better prepared for interviewing and the
entire job search process,
• Gain the competitive advantage over other
• Be pre-qualified by decision-makers as a
good fit for their company,
• Have shorter job searches with more quality
• Receive better job offers with higher starting
If you are just beginning to consider a career
move or you are getting little or no response
when you send out your current résumé, it may
be time to re-visit your résumé, re-think your
personal marketing strategies and jumpstart
your job search. A personally branded résumé
can mean the difference between landing just
another job and landing a dream job at the salary
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