Swiss knives are extremely versatile. They can tighten a screw, trim your fingernails or even open a bottle of champagne. But what if you wanted something to cut your medium rare filet mignon? I doubt you would turn to a Swiss knife, even if you had one in your pocket or purse. What you really want is a sharp, single-purpose steak knife.
This is a fitting analogy for your career. Rarely are employers looking for someone who can do nearly anything. On the contrary, employers are looking for just the right tool for just the right problem or opportunity. They want someone who was “made” for the task, and they’ll ask for it by name.
It’s all about focus, reputation and packaging wrapped up into what I like to call your personal brand.
You probably haven’t thought of yourself as a brand, but I can absolutely assure you that is exactly how the world sees you. You are the sum of a whole host of things, including the companies you’ve worked for, the job titles you’ve held, the industries you’ve served, the clothes you wear, and even the way you annunciate your words. These, along with a long list of other things, make up your personal brand.
In this post, I want to talk about focus within the general idea of your personal brand. Another word we can use for focus is “positioning”. Marketers must find the right positioning for their specific product so it’s competitive and unique among many other like-products. The same principle applies to how you position yourself among other job candidates.
Let’s say your job title is Marketing Manager and your goal is to become a Director of Marketing for a small company. Now, let’s say your current role as a Marketing Manager includes some sales, on occasion. When crafting a resume, your first instinct might be to include your role in sales. But the inclusion of this additional item, albeit an accurate reflection of your duties, is likely to blur your brand focus.
Hiring managers need to believe you’re an expert in your field. You were made for the job. So how can you regain focus, in light of the responsibilities you’ve held? Simple. It’s called sacrifice. Don’t talk about your occasional sales responsibilities.
Can you imagine a manufacturer including the following bullet points on the packaging for a set of their steak knives: “Also great for spreading butter or paring apples!” The inclusion of these “extras” instantly calls into question whether the knife is REALLY a steak knife.
So, sacrificing the fact you also dabbled in sales actually “sharpens” your focus, and significantly increases the chance that an employer will view you as a Director of Marketing. Stop thinking of your resume as a biography, and start thinking of it as a highly targeted brochure. A great resume is all about relevance, not quantity.
As an executive recruiter, I never cease to be amused by some of the conversations I have with extremely intelligent people. Let me share a sixty-second exchange between myself and a recent candidate –
Me: So, I see you spent three years as a purchasing manager, but the past year as a sales representative. So, where do you want to go from here?
Candidate: I want to get back into purchasing – that’s my true passion. I was laid-off last year and couldn’t find a position in purchasing, so I accepted a job selling insurance and also got my real estate license.
Me: Do you enjoy selling insurance or real estate?
Candidate: No, I hate both of them.
Me: Your current position says you are a Sales Representative and you have no professional summary leading your resume. How does an employer know that you aren’t looking for another sales job?
Candidate: Well, I guess they don’t – other than what I have explained in my cover letter.
Me: What if they don’t take the time to read your cover letter?
Candidate: Does that happen?
Me: Far more often than you might expect.
Me: So, if you’re looking for a purchasing position – and you have no more interest in continuing a sales career – why is it important that you list the fact that you have your insurance license and you’re a certified Senior Real Estate Specialist?
Candidate: I guess it really doesn’t matter.
Me: I agree. Let’s remove this from your resume.
Again, you can’t have focus unless you have sacrifice. When in doubt – toss it out. Make it simple for people to understand your brand positioning.
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