Resume and Cover Letter Resume and Cover Letter WorkshopWorkshop

Professional Communications Club

Graduate Marketing Association

Unwritten Resume RulesUnwritten Resume Rules

1. Provide a selective history List achievements most relevant to the job you

are applying to, not the one you came from “What can you do for me?”

2. Tie your resume to specific job description No two resumes should be the same

3. Recruiters spend an average of 10 seconds per resume

Use short, powerful, action oriented statements

4. Highlight achievements and promotions

Goal of a Resume: Get the recruiter to call you for an interview

Resume TypesResume Types

Chronological Traditional time based resume

Use when “your life looks good on paper”

Upwardly mobile job history

No unemployment gaps

Your former jobs & companies are impressive

Functional Focuses on skills attained instead of

job titles

Effective for career switchers, employment gaps, recent positions lack “oomph”, reentry to the workforce

Useful to highlight skills attained through a variety of jobs that may not have an upward path

Hybrid Showcases a combination of skills

and jobs over time

Takes discipline to make this kind of resume work

Examples are key!

Summary – The 10 Second SkimSummary – The 10 Second Skim

Highlight key skills for the job Specialized experience tailored to

marketing and the industry Example:

Extensive experience in extracting consumer insights from research data

Synthesis of information in analyzing a business situation

Experience in getting a product to market

Back up everything you claim in summary

Sample Marketing SummarySample Marketing Summary

Marketing / management professional with strong blend of sales & marketing expertise in traditional

and new channels (ecommerce, Internet, global business). Effective manager and project leader,

skilled in developing collaborative working relationships with internal and external teams. Record

of leadership in sales force and marketing automation, sales, strategic business planning,

resulting in significant contributions to volume & share increases, expense reductions, customer

satisfaction, and operational efficiency.

Innovative and intuitive marketing / sales talent with proven leadership skills. Eager for new challenges

in a dynamic business environment.

Show Results!Show Results!

Not a list of responsibilitiesQuantify impact

Example: Grew revenue by 35%Percent = better comparative benchmark

Detail how you got these resultsGrew sales by 35% through proactive prospecting

Use Action VerbsLed, grew, developed, implementedShow initiative

Traits Crucial to Marketing Traits Crucial to Marketing

QUANTIFIABLE SKILLS

Results oriented: a must for all jobs

Analytical: Marketing is more and more reliant on analysis

Quantitative and qualitative

Marketing experience a plus

Attention to detail

Deadline driven, adapting to change

SOFTER SKILLS

Teamwork

Managing up and across Vendors, research, agencies,

finance, sales, legal

Project mgmt

Communication Verbal

Presentation

Written

Interpersonal skills

Ability to influence / negotiate

Creativity

Cover LettersCover Letters

Further tailor your personal message Pull out specific skills relevant to the job Support these claims with examples

First step: know your audience’s needs. Do research!

Should not duplicate your resume 3-4 paragraphs, never more than a page

Goal of a Cover Letter: Get the recruiter to read the resume

Three C’s of a Cover LetterThree C’s of a Cover Letter

1. The Carrot: An introduction that is fresh, interesting, and relevant.

Consider presenting your carrot in the form of intrigue, an inspirational quotation, an interesting fact, or a strong appeal. The goal is not to be outlandish but to coax the recipient to read on…

2. The Corroboration: Content that shows an intelligent understanding of the employer’s needs and confirms your ability to fill those needs.

Corroborate: 1) to strengthen or support; 2) to attest to the accuracy of; 3) to confirm

3. The Close: A confident finish that may suggest a meeting or invite the reader to take further action. The close strikes a balance between being assertively confident and considerately respectful.

Part 1: CarrotPart 1: Carrot

Indicate: What you are applying for and how you

got the lead Why you are interested and how this fits

into your long term plan Why should they hire you or at least keep

reading the letter and resume

Opportunity to get reader’s attention Remember: 10 second scan!

Part 2: CorroborationPart 2: Corroboration

Introduction of the body: A sentence that introduces the specific characteristics stated below

Example: As my resume indicates, I have consistently applied and developed my skills in order to grow customer base, profitability and revenue

Body: Highlight 3 or 4 attributes appropriate for the job Use specific examples under each attribute Remember to always state the numerical impact of your action

Keep paragraphs short: 4-5 lines maximum Keep bullet points to 3–4, especially if they are lengthy Can include additional information on fit for the job & traits for

success

Recommended Format for Recommended Format for CorroborationCorroboration

Analytical Skills: My extensive quantitative experience in inventory management

at Company X will translate into performing efficient, detailed and actionable analysis at Company Y

In my role as a X at Company Y, I grew sales and increased customer satisfaction through qualitative analysis of customer needs and development of appropriate solutions

Leadership Ability: Example 1 Example 2 Example 3

Interpersonal / Communication Skills: Example 1 Example 2

Note: Use boldface, underlines and bullets for ease of navigation

Part 3: ClosingPart 3: Closing

State the next steps and how you will follow up. Put the ball in your court

Examples: I will call you within a week to discuss the

next steps. I will be in the area on November 15th, and I

will contact you by close of business Friday to set up a convenient time for our meeting.

Submitting Your ApplicationSubmitting Your Application

So now you have a compelling packet…What do you do now? Email rules: don’t copy/paste your cover letter

in the email to send out! Email content should be different

Email rules: Subject line and document names should be specific (Your name appears in both!)

Print rules: Cover letter & resume should be on the same type of paper

Remember to follow up

Tips for Career SwitchersTips for Career Switchers

Don’t speak your last job’s jargon DO Speak the jargon of your target industry Example: Media and ratings vs. CPG and share,

volume Concentrate on transferable skills Provide rationale behind your career switch How can you apply your learnings to your new

employer? Know where marketing fits into the organization

(control, hub, at the table)

Speak the Industry LingoSpeak the Industry Lingo

Packaged Goods Hospitality Media

Manage numbers

Share Volume Profit

Occupancy Ratings

Manage key cross function teams

Packaging R&D Sales

Site Developers

Programming Sales

Manage external customers

Consumers Retail

outlets/Customers

Guests Owners

Viewers Cable

operators/Customers Advertisers

Manage Brand Advertising Brand strategy

Advertising Brand strategy

Advertising

Manage 4Ps Price, Promotion, Packaging, Place

Promotion Promotion, Packaging, Place

Control Hub Set Direction Third leg of stool (Prmg, Sales, Mrkting)

Tips for Career SwitchersTips for Career Switchers

Finance Marketing

Manage Details

Project Management Lead Team

Deadline Driven

Drive for Results

Strategic Planning Creativity

Sell it by common skills

Tips for Career Switchers (Cont)Tips for Career Switchers (Cont)

Package Goods Hospitality Media

Consumer Marketing

Brand Manager Director Off-Channel Media Promotion

Trade Marketing

Retail trade Franchisee Affiliate/cable operatorAd sales

Public Relations ConsumerTrade

Consumer ConsumerTrade

Research Function Marketing May or may not be in Marketing

Promotions Function Marketing Marketing

Creative Agencies Agencies In HouseAgencies

Know the key job functions by industry

Looking to The Future…Looking to The Future…

Keep a running inventory of your jobs, positions, activities, results

Keep updating your resume for different jobs & career fairs

1st Years: Use Peer coaches & Second Years for individual assistance (bounce ideas, proofread)

2nd Years: Use Stanton Chase International for individual assistance

Useful ResourcesUseful Resources

http://www.wetfeet.com/cb/schools/umd/toc.asp Username: rhsgcmc Password: rhsgcmc

http://www.vault.com/cb/careerlib/careerlib_main.jsp?parrefer=428 Password: mdrhsmith

GMA Resume Book SubmissionGMA Resume Book Submission

First Year MBAs

Submit revised marketing resume to marketing@rhsmith.umd.edu by Sept. 21

Feedback given by Sept. 26 Final resume with changes

submitted by Sept. 30 Choose 3 preferred

“constellations” by which employers can search (areas of focus within sales / marketing) by Sept. 30

Second Year MBAs

Submit revised marketing resume to marketing@rhsmith.umd.edu by Sept. 21

Feedback given by Sept. 26 Final resume with changes

submitted by Sept. 30 Submit a short bio that employers

can scan for your background & area of focus before your resume by Sept. 30

You will be grouped by constellation for easy searches

Resumes will follow the constellations in alphabetical order

(last name)Resume books & CDs provided to

employers & OCM

Your bio and picture will be listed in alphabetical order

Resumes will follow all bios in the same order

Resume books & CDs provided to employers & OCM

Questions?Questions?