Your work in Achieving CareerFIT led you to the determination of your career objective, exactly what is the best next step for you in your career transition? It also suggested strongly that you set your straw-man offer criteria to guide you in moving forward…Knowing what your next right employment is.
This will help focus your actual search. With clarity in your positioning and targeting goals, you can write a great resume to convey “your story.”
NEXT WEEK’s Session: Thursday, April 25th… Developing a GREAT Resume, and other Personal Marketing COLLATERAL MATERIALS

WRITTEN COLLATERAL…
A GREAT Resume that positions you clearly as a terrific FIT with your career objectives… and in today’s technologies, a database-friendly, .asci or .txt version;
- A correspondence template package that consistently carries your communication strategy, your message… and in today’s technologies, a reformatted, text only version of your resume ready for email needs;
- A high impact, personal biography and/or NETWORKING PROFILE that you can lead with in your referral based networking strategies.
- A clear and complete LinkedIn Profile, one that is based on your communication strategy and in synch with your other written collaterals.
VERBAL COLLATERAL…
A well rehearsed “two minute commercial,” your answer to the most asked question during career transition, “Tell me about yourself.”
- Several, well though out, “elevator speeches,” examples that support your primary, positioning, key words. These are usually your representative accomplishments under the SUMMARY of your resume. (30 seconds to 1 minute)
- A succinct “qualification statement” that you can use as an introduction at networking events. (usually 20 – 30 seconds)
- An “exit statement” which explains your availability, to address the second most asked question during career transition.
Having your collaterals prepared and rehearsed prior to active personal marketing is central to your success and builds confidence.
Execution
Consistency in the delivery of your message is what creates memory… and frequency of your message helps you get there… strive for top-of-mind awareness where it relates to your candidacy.
Your personal marketing COMMUNICATION STRATEGY, your story, must be built around keywords and phrases that best describe your unique value proposition. These words come from your concerted self-assessment process. The challenge is matching the words that best describe your next right employment with the words that best describe a potential new employer’s needs.
A communication strategy that does not achieve that is doomed to otherwise controllable difficulties—and, worst…failure. So, understand that getting recruited involves two distinct elements…
- Being screened for meeting a JOB’s requirements… a subjective process created by the potential employers of the marketplace. They set the bar HIGH, defined by functional experience, skill set, and knowledge standards so they don’t have to interview every JOB applicant.
- Being selected by the hiring authority… another subjective process which now involves their assessment of a job-seeker’s FIT with their needs, including personality, work habits, and other ‘cultural’ standards. They cannot hire all qualified candidates. They must choose.
A job-seeker, then, can give themselves choices when they choose to embrace the OTHER Job Market. They improve their probability of success by nearly eliminating the pre-mature screening and rejection process.
Instead, the SMART job-seeker chooses to build relationships with potential employers first, researching attractive trends and targeted organizations in order to maximize probability of success, avoiding the HR-driven screening process to identify appropriate opportunities for securing their next right employment.

In order to market yourself, you must first know yourself. The job search process is essentially a highly personalized marketing process. The process starts with your candid self-assessment, which allows you to gain a thorough and workable understanding of who you are in product marketing terms.
When a Company looks for qualified employees, they seek functional evidence that demonstrates a job seeker’s ability to perform to expectations… JOB REQUIREMENTS represent the HR screening process!
You’ve had a great career, and you’ve ‘captured it all’ in your resume. But, the average time human eyes scan your resume is around 20 seconds before the ‘YES-No-maybe judgment’ is rendered. And in the digital world of recruitment, Automated Tracking Systems (ATS) are even more ruthless in their time management. Therefore, you should get rid of as much excess material as you can in a resume and only keep the stuff that employers want to see.
Less is more in this case, because every bit of relevant information supports your personal brand and the ‘story’ you have to relate regarding your candidacy. You need to strike the right balance between just enough data to pique someone’s interest and leaving the hiring manager(s) wanting to hear more of your story in an interview. Take your current draft resume first to good CONTENT, then on to becoming a GREAT RESUME.
Your work in Achieving CareerFIT led you to the determination of your career objective, exactly what is the best next step for you in your career transition? It also suggested strongly that you set your straw-man offer criteria to guide you in moving forward…Knowing what your next right employment is.
WRITTEN COLLATERAL…
The most asked question during career transition is, “Tell me about yourself.” Appropriate use of your two-minute drill and related verbal strategies, your “verbal collaterals,” is a key ingredient to personal salesmanship…
First and foremost, enjoy the long Holiday weekend! 
I encourage you to work with all your ingredients at the same time…if your desired result is a nice prime rib dinner, don’t start with the meat—start with the seasonings and vegetables, even get your dessert started…
How can one accomplish this critical element of your Personal Marketing Plan, your ‘digital footprint?’ Use the time you spend on LinkedIn to address your two critical tasks:
Many job seekers feel “swamped,” like being pitched overboard from their boats in the challenging waters of career transition. When they lose their job, they realize that they have not provided themselves with the appropriate life preserver. In today’s digital world of recruitment, the traditional approaches to job search seem to provide more opportunities to drown, than to survive and thrive…
In “Embracing the OTHER Job Market,” we learn to be aware of our surroundings in the challenging waters of career transition. We learn to provide ourselves with supportive career strategies to avoid the “black hole” of Internet job and resume banks… So, to come back on point, job seekers need to find out how to get your resume ranked highly within applicant tracking systems, so that it can then go on to the real human beings who will call you for interviews.