Your Marketing Documents: How to Make Your Resume and Cover Letter Stand Out When hiring managers are presented with hundreds of resumes, how do you get your resume and cover letter to stand out? Ed Andriessen and Kevin Lewis, Business Marketing experts will show you how to change your resume from a typical list of job titles and bulleted responsibilities into a marketing document that describes your unique value and the contributions you can bring to an organization This presentation will cover: • Why you should change your resume into a marketing document? • What is really going on in the typical hiring manager’s office? • What type of resume format will gain attention in a positive way? • What do you need to add and what should you leave out of a resume? • How do you use SARs and PARs to demonstrate your accomplishments? • Should you send a cover letter and what specifically should the cover letter say? Join us for this informative session that will change your resume from a boring list into an exciting marketing document that gets you interviews.

1. Your Marketing
Documents:
How to Make Your Resume and
Cover Letter Stand Out

2. Who We Are
Ed Andriessen Kevin Lewis
• CEO of Business • CEO of Lewis Education
Training Resource Group
• Marketing Consultant • Business Consultant.
• Devilishly handsome • Also devilishly
handsome (and a lot
thinner)

3. Agenda
Why you should change your resume
into a marketing document?
What is really going on in the typical
hiring manager’s office?
What type of resume format will gain
attention in a positive way?
What do you need to add and what
should you leave out of a resume?
How do you use SARs and PARs to
demonstrate your accomplishments?
Should you send a cover letter and what
specifically should the cover letter
say?
Q&A

4. Why you should change your
resume into a marketing document?
It’s no longer about
what you have…
–Experience
–Education
–Titles

5. Why you should change your
resume into a marketing document?
It’s no longer about
what you have…
–Experience
–Education
–Titles
It’s about what you can
do
–Accomplishments
–Achievements
–Results

6. It is your responsibility to
communicate your value…

7. The Marketing Process
Marketing
Market Message Medium
Job Search
Search &
Market Resume
Apply
Most resumes communicate what a
person has…not what they can do

8. The MESSAGE Creates
Interest
Fritz Brauner
Financial Planner

9. The MESSAGE Creates
Interest
Fritz Brauner
M0NEY

10. The MESSAGE Creates
Interest
Fuel?

11. The MESSAGE Creates
Interest
OR Ingredient

12. “Sometimes Marketing is Just
positioning your product
properly in the market”
Paul Hawken
Smith & Hawken

13. Job Search?

14. Or marketing
campaign?

15. Inspiration for parts
of this program

16. A useful guide you can
find on
CareerBuilder.com

21. Example of actual Resume Accomplishment Section

22. Example of actual Resume Summary Section

25. Example of actual Resume Accomplishment Section

26. Example of actual Resume Accomplishment Section

27. Reformat with 3-5 brief
bullet points summarizing
your career here
Reformat with 3-5 brief bullet
points summarizing your most
significant accomplishments here

28. Remember…your resume gets a 20 second glance
the first time a hiring manager views it, so quickly
answer the question…
How specifically did
you do your job?

29. SARs and PARs
Create accomplishment statements
with…
SARs (Situation-Action-Result)
PARs (Problem-Action-Result)
SITUATION
or ACTION RESULT
PROBLEM

30. SARs and PARs
SARs and PARs statements emphasize
past achievements and successes by
using quantifiable and measurable
information.

31. SARs and PARs
A PARs/SARs statement is a specific example of
success doing a key element/duty of your job
and covers the most important aspects of your
job.
The specific results of your actions should be
immediately clear to the reader.

32. SARs and PARs
Each PAR or SAR should answer the
question . . . .
"how did you do the work differently or
better?"
They highlight the value, benefits and
contributions that you bring to the
organization

33. SARs and PARs
DEMO

34. SARs and PARs
Form Groups of Two
Using the SARS/PARS sheet identify the
most recent employment situation you had
Identify three accomplishments that you
were directly responsible for
Allow your partner to interview you about
your accomplishments
Record the results on the PARS/SARS sheet

35. Reformat with 3-5 brief
bullet points summarizing
your career here
Reformat with 3-5 brief
bullet points summarizing
your accomplishments here
Move your standard list of job
titles and responsibilities
below the summary and
accomplishments

37. • The content of your cover
letter is in the job posting
• Select three job “criteria”
and list how you meet that
criteria
• Be specific with job titles
and company names

38. Select three
criteria from the
job posting

39. Sample Cover Letter Using Job Post Criteria
Ladies and Gentlemen,
I noticed a recent job posting on your website that describes a
position with qualifications that I have attained in my 10 years
in the banking industry.
You listed these requirements:
• Handle bank reconciliations – I managed weekly bank
reconciliations at TD bank in my role as assistant bank
manager.
• Post journal entries – I posted dozens of journal entries daily
in my position at P&C bank. I received several
commendations for accuracy.
• Process payroll with ADP – I processed payroll for 18
employees with Quickbooks which is substantially similar to
ADP
I would like to speak with you about how I can add value to your
organization.
I have enclosed my resume and look forward to speaking with
you.
Kind regards,
Me

40. DO
• Be Direct -use
names if
possible
• Be detailed –
position,
qualifications
(use job post)
• Be worthy –
what value
can you
bring?

41. DON’T
• Be generic –
no spray and
pray
• Be careless –
nobody will
hire a sloppy
person
• Be cocky –
bragging is a
turn off

42. Agenda
Why you should change your resume
into a marketing document?
What is really going on in the typical
hiring manager’s office?
What type of resume format will gain
attention in a positive way?
What do you need to add and what
should you leave out of a resume?
How do you use SARs and PARs to
demonstrate your accomplishments?
Should you send a cover letter and what
specifically should the cover letter
say?
Q&A

43. For More Information about
dates and locations for Job
Search Marketing training
visit…
Yes…it’s co not com
JobSearchMarketing.co
Or call 609-365-0844

44. Your Marketing
Documents:
How to Make Your Resume and
Cover Letter Stand Out