It may seem obvious that, when you’re about to start a job search, resume writing or updating is step one. Personal branding and targeting are probably not on your mind.
Or maybe you need to get your resume in order fast, and you don’t have time to do the personal branding work.
In my experience, many executive job seekers do just that. They dive headlong into their resumes first.
They often neglect targeting and narrowing their search to several select companies. They’re trying to keep their options wide open.
And they often misunderstand the importance of personal branding and resume branding. They dismiss it as unnecessary and frivolous.
Writing or updating your executive resume first may have worked the last time you looked for a job. Things don’t work the same way now.
Today’s executive job search is different
Today’s executive job seekers face a brand new world of job search, deeply impacted by the digital age.
If it’s been some time since you changed jobs, you’re now facing new challenges that didn’t exist before. It’s a much more complicated process.
You need to work from research you’ve done on the needs and challenges of particular employers, Otherwise, you can’t possibly create an executive resume and other career marketing materials that will contain the right information about you and the right keywords. It just won’t hit home with them.
You need to know who you’re targeting and what makes you a good-fit for their current needs. Otherwise you can’t build your resume around what differentiates your unique ROI over your competitors.
The (somewhat) linear path for today’s executive resume writing
1. Targeting and Research
You first need to determine which companies are a good fit for you and why:
- Make a list of, say, 10-15 (or more) companies that will be a mutual good-fit. This will be your target list.
- Research each one’s current challenges and needs.
- Determine how you are uniquely qualified to help them overcome certain challenges and meet specific needs. Why do they need you?
2. Personal Branding
With an understanding of your target companies’ corporate culture and what makes you a good fit for them, you’ll have the information you need to define your personal brand and ROI (return on investment).
Differentiate your unique promise of value.
3. Resume Writing
Now you’re ready to write or update your resume.
Build your resume content to position you as the best hiring choice for your target companies.
- Show them the money using branded, metrics-driven accomplishment statements, whenever possible.
- Use specific examples to drive home why you’re a good hire and why they need you.
- Include tangible evidence of how you turned things around for past companies.
- Show how you solved the kinds of problems your target companies are facing.
Storytelling, using the Challenge – Action – Results framework, helps hiring decision makers picture you in the jobs they’re trying to fill.
What happens when you dive right into resume writing first?
If you dive right into resume writing first, you’ll end up with generic personal marketing content – trying to cover too many bases and failing at differentiating your value.
In all likelihood, you’ll be facing a protracted job search.
Knowing your target employers means you’ll know who you’re writing your resume (and LinkedIn profile, etc.) for, and what content will hit home with them.
Doesn’t it make sense that your resume (and any other supporting job search materials) should position you as a “fixer” for your target employers?
This is a much better approach than guessing at what needs to be in your resume and including every possible qualification, relevant or not.
Start with the 3 steps above, then you’re ready to:
- Build your brand communications plan across various channels (online and off-line),
- Network your way into your target companies,
- Land the interviews you want, and
- Land a great-fit new job.
More About Executive Job Search
7 Things Successful Executive Job Seekers Know
How to Keep Your Personal Brand Alive During Unemployment
Top 10 Ways to Build Your Online Personal Brand with LinkedIn