Executive Resumes, Personal Branding & Executive Job Search

Most people approach the matter of submitting their resume with some trepidation - certainly with the sense that there is some mystery surrounding whether a recruiter or hiring authority will, in the first place, see it at all and, in the second place, act positively on it. And so much rides on whether they do! Success or failure can make the difference between getting an interview or not.

So, what should a resume be these days? Everyone knows times have radically changed in terms of job search and recruiting. Old-fashioned networking is still a good way to get a job. But companies and job seekers alike are finding new opportunities for networking and search on LinkedIn, Facebook, Twitter and other online networks. And the increasing use and sophistication of applicant tracking software (ATS) has put a premium on knowing the keyword rules.

But there are a couple of tests you can run your executive resume through that will give you an idea of whether yours is ready for prime time. The first has to do with whether a human being viewing your resume will be inclined to put it in the Yes pile. The second has to do with whether your resume has a good chance of being retrieved electronically so the recruiter will actually see it.

Test #1 HUMAN EYES

Can the reader figure out your unique selling points in 4 seconds? Since you have ONLY 4 SECONDS to make an impression, is your resume set up to be visually accessible and with critical key content that will motivate the recruiter to contact you?

Test #2 ELECTRONIC RETRIEVAL

Does your resume have the keywords and formatting that will enable it to be retrieved in an electronic search by a hiring authority or recruiter for a specific job?

If you've answered "Yes" to both #1 and #2, read no further. But if you've answered "No" to either, keep reading for 6 quick pointers on effective ways to get your resume to pass both these tests.

HUMAN EYES - 3 POINTERS

1.Customize your resume for each opportunity. State your career brand - your unique promise of value for that specific opportunity - right at the top under your contact information. If you don't know what yours is, look through my earlier posts or contact a Certified Personal Branding Strategist like myself for help.

2. Use the target title (as listed in the ad) somewhere in your profile, and use the core competencies required for the particular job somewhere in your profile, preferably in text or in columns/lists if you have too many. This is important, because when a human being scans your resume, s/he will be looking for a match with their open job.

3. Make your top accomplishments stand out visually. For instance, in the experience section below your job title, select the one stand-out contribution you made when you held that particular job title. Then bold it, box it and/or graph it. And use numbers! Then there will be just 3-5 such statements over your whole career that the eye will have to process. Take advantage of the 4 seconds you get to whet the recruiter's appetite for reading about the other accomplishments for each position in more detail!

ELECTRONIC "EYES" - 3 Pointers

1. Identify the keywords in the ad. They will be the required and desired titles, skills, degrees, training and technologies listed. Try to include them in the text portions of your resume as well as in lists/columns. Newer, more sophisticated ATS systems can identify keywords in context and may drop or give less value to lists.

2. Save your resume in ASCII/text format. This is because the formatting you use in your Word version may not translate well, therefore making your resume very hard to read. To save a Word doc as a .txt file, choose Save As from your drop down menu under File and select "text only" - then clean it up and save.

3. Keep your section headings simple and obvious in your ASCII/text version: Summary, Work Experience, Education. The ATS is geared to look for these. If it doesn't recognize a heading, it may well drop that whole section, deep-sixing your resume's chances.

Although all of the above may sound daunting, make every attempt to render your executive resume both people- and machine-friendly. Swing the odds in your favor!

I spent an enlightening hour attending a webinar offered by Jonathan Ciampi, a former executive at an ATS (applicant tracking system) company. He has started a new business, Preptel, to help job seekers increase their odds of success. He talked about how ATS works and implications for your resume.

Putting his input together with other information about ATS, I've compiled the most important things to avoid in order to optimize your resume for search.

1. Format: Do not submit a highly formatted resume electronically. Stick to a simple format or save your highly formatted resume as a .txt (ASCII) file. Most ATS will scramble tables, graphs, and graphics, defeating your purpose in presenting them. Take your beautiful, creative resume to the interview.

2. Keywords: Don't assume that it is enough to include the common keywords for your position, level, function, and industry or the ones in a job posting! Many ATS will identify as keywords the uncommon, unique-to-the-job-posting words or phrases in the job ad. This practice cuts down dramatically on the number of resumes retrieved for consideration by the hiring authority or recruiter.

3. Headings: Most ATS will only recognize the common headings: Work Experience or Professional Experience, Education, and sometimes Professional Summary. Eliminate creative headings such as "Career Highlights." 

4. Sections: Extra sections - that is, those that don't have the common titles listed in #3 - won't be stored. So if you have information essential to your application, such as certifications, community activities, publications etc., I suggest you include it under the Education heading.

5. Contact Information: Leave it out of the Header and Footer sections. Put it at the top of page one. And do include both home and mobile phone numbers if you have them.

6. Process: Don't paste your resume into a field online. Rather, upload it if given the opportunity. Chances are better that the formatting will remain intact with this method.

7. Acronyms & Abbreviations: Don't rely on acronyms alone. Include the full language. For instance, don't use USPs for "unique selling points." ATS should process common acronyms correctly, such as BA, MA, and MBA, but may not process other tech and business acronyms right.

8. Keyword Use: Newer ATS recognizes keywords in proper context within a sentence or word group. Don't rely solely on a keyword list. Let the job ad be your guide about which keywords to use in context. You may still want to provide a keyword list at the end of your resume under "Education" to cover the bases.

9. Source: Don't neglect to indicate where you heard about the job. ATS tracks sources and ranks some more highly than others, such as employee referrals over the big job boards.

10. Job Description: Don't forget that the ATS software will be searching for the descriptions of your jobs. Many people have been leaving that out in favor of just achievements. Time to put them back in!

If you are like a lot of people, you probably wish that the resume you worked so hard on to make visually attractive and easy to grasp would be seen on the first pass. Unfortunately, it isn't even seen on the second pass. The resume you submit to most large companies and many small-to-mid-sized ones gets mined for data that then populates fields on a form that the HR employee or recruiter sees (not your resume). Your resume may in fact only be seen at the time of an interview.

One further thought on length. If you need to go longer to adequately communicate what you've done and integrate keywords into context, go ahead. The software doesn't care!