Dr. Phil, television’s popular psychologist, often asks his famous question, “How’s that working for you?” That’s his “get real” question for guests who need a wakeup call to change their ways. “It’s not working,” they sheepishly reply, and Dr. Phil then dispenses his sage advice.

It seems to me that many people should ask themselves just that question about their resume. They are constantly applying for jobs, with never a call for an interview, and lament that someone’s neighbour’s relative probably got the job. And although that may indeed be the case now and again (networking works), obviously that doesn’t happen with every job. Since the question begs to be asked, “How’s your resume working for you?”

There are many specifics areas for improvement in resumes, but the ills affecting most resumes can be distilled into two crucial areas well known to writers: attitude and audience.

Think back to the last time you updated your resume. Did you put it off until the last moment, grumbling and even using salty language before finally, begrudgingly, sitting down at the computer to begin? That off-putting attitude will flavor your document, whether you want it to or not, because your attitude affects the effort you put in. Ordinary pieces of paper carry the responsibility of creating your first impression, directly affecting the desired outcome, that of generating interviews. Take a critical look: Does your resume create a great first impression? When writing your resume, make an effort, and watch the attitude.

What about the audience? A resume is neither history nor biography, nor is it a position description. It is a persuasive marketing piece. The definition of marketing is “trading in a market; buying or selling.” Canadians, being a humble bunch, balk at the idea of marketing themselves. But, you-as a job hunter-are looking to sell your skills, and the buyer-the employer-will pay a salary for your skills. Sounds like marketing. And if you need more proof, isn’t your goal to persuade someone to invite you to an interview?

The first rule of persuasion is to know what motivates your audience. McDonald’s would get nowhere if its marketing campaigns reached out to the consumer with cries of “Eat at McDonalds and help us achieve a greater profit next quarter.” Fast food chains know what motivates their customers: quick service and cheap, tasty foods. Your resume’s audience, the employer, is motivated by performance, productivity, and profits. Write about what you have done to increase sales or market share, decrease losses, improve efficiency, and so address performance, productivity and profit, and I guarantee your resume will interest an employer. Keep these motivators in mind as you create your resume.

How’s your resume working for you? “Get real” and create a resume that generates results.

No part of this article/guide may be reproduced or used in any form or by any means, electronic or mechanical, including photocopying, recording, or by any information storage and retrieval system, without written permission from the author.

Stephanie Clark, BA, CRS, CIS, http://www.newleafresumes.ca . An Award-winning and published Resume Strategist, dedicated to advancing your career goals. Please visit my website for more information on the services offered at New Leaf Resumes.

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