Who Are You Really?

I can’t tell you how many senior executive resumes sound exactly alike. Filled with words like ‘results-focused leader’ and “high-energy executive” - everyone is “dynamic” and ‘proven’ and ‘experienced.’ After reading the same thing 30 times, everyone starts to blur together.

Which is really crazy! Because you are totally unique. You have something that no other candidate has. You will add value in a different way. And yet I am willing to bet that your resume doesn’t express  that unique value.

I speak from experience, because for years, I didn’t know how to express my value either. When I first started my resume writing business, I wasn’t sure who my target audience was and why they should choose my company. As the business grew, I started to figure out my unique value (I have prior HR and recruiting experience, which means I know how to get the attention of HR and recruiters). As I figured this out, my marketing messages became clearer. But I still knew I wasn’t getting to the bottom of what made my business different. And very recently, I was hit over the head with the realization that we have a very obvious selling point – we’ve had it all along but I just took it for granted.

It happened this way. One day, I received a request for proposal from a person in the UK. We don’t write resumes for the UK because frankly I have no idea what works there, so I wrote back to the person and politely declined the project. The same day, I also declined a project from a teacher because no one on my staff has expertise in writing resumes for teachers. The next morning, I had emails from both potential clients thanking me for my honesty and for not just taking their money regardless of whether I could provide excellent results.

And it hit me that we do that all the time – we only take on clients I know we can help. On the rare occasions that we misjudge and don’t get results, we refund money.  Our whole business is built around trust – trust that our resumes get results, and trust that we will treat people fairly. And our resume writing process is also base on honesty – we don’t ‘sell’ what people are not – we help them communicate their authentic unique value.  And yet our branding has never reflected that – at least not as a conscious effort. It should!

If you’re like me, you see other people much more clearly than you see yourself. So when it comes to marketing yourself, you probably fall back on platitudes, or standard ideas of what a good executive does. And the resulting resume is probably flat and boring and not at all reflective of what makes you YOU.

Here are a couple of ways you can fix that right now.

1. Think back to compliments you’ve received from bosses, co-workers or clients. What do they say abut you? What words do they choose? Don’t get stuck on what YOU think ... in fact, forget that for now. Just focus on what other people say.

2. Looking back over your career, what themes keep re-emerging? Are you always the person brought in to tackle the most challenging problems? Or have you always found new ways to cut costs?

3. What is your management philosophy? Write it down – don’t worry about spelling or grammar or finding the perfect words – just write whatever comes into your head.

Reviewing all this information will help you determine the answer to the most important question of all: “what make you unique?”

Once you have that answer, you can rewrite your resume, you can prepare for interviews and you can create your ‘elevator pitch.’ All based not on what executives are ‘supposed to be like’ but on who you really are.

Comments

[Ravel Lee]

Hi

Since you recommend LinkedIn, I thought you will be interested to
know that my company, eGrabber (www.egrabber.com), has just
released a LinkedIn to Excel Automation Tool.

This tool enables recruiters to capture and import all LinkedIn profiles
from LinkedIn search results into Excel with a single click!
There is no programming to do. This tool can be given to admins
and others to help create an initial database of prospects.

The tool automatically opens each individual profile and imports
every attribute from the LinkedIn profile into a column in Excel.
All formatting is automatically and professionally handled.

Recruiters can quickly shortlist candidates and forward the Excel
list to hiring managers. Links within Excel allow hiring managers
to directly access resume. This is a real time saver!

For more information, please visit
http://www.egrabber.com/resumegrabberpro/linkedin_driver.html

Ravel Lee
Business Development Associate, eGrabber.com
408-705-1106
408-516-4571
Developers of resume sourcing tools for 12+ years

[billiesucher]

"thanking me for my honesty and for not just taking their money regardless of whether I could provide excellent results."

Louise, this particular line (above) is so very, very true. I would also add that this "method of operation" generates more business, not less, in the long run. People talk, and tell, and network, and share both good and "bad" experiences with others. Many, many times I have gotten a new client because of this word called "trust." Wonderful post with an important message.

[Alexandra Levit]

Thanks for this, Louise. As someone who gives career advice myself, I tend to fall into the trap of telling people to differentiate themselves, without providing concrete advice for exactly how to do it. This post goes a long way in that regard.

Best,

Alexandra Levit
Author, How'd You Score That Gig?
Blogger, Water Cooler Wisdom
http://alexandralevit.typepad.com

[Dale Kurow]

Louise,

Thank you for your wise words about helping clients discover their unique selling proposition. It's very helpful for clients to think in terms of comments/praise from bosses and coworkers to discover what makes them special. I also find that giving specific examples enables the client to find, and own, their accomplishments.

Second, I totally affirm and support the integrity with which you run your business. I think that's the only way to work. If I can't help a client, I refer them to my network of professionals who can. Thanks again.

Warm Regards,
Dale Kurow
Executive Coach

[chelsea]

couuld you please look at all of this for me.... thanks so much would love the feedback at pinkyonice08@msn.com

Apr 28, 2008

RE: Medical Receptionist

I am willing to work part time. Though I attend school I can still work 30 hours a week, including weekends. I would love to work full time in the future.

I can multitask very well as well as assist with all administrative tasks as needed. I can use Microsoft Excel & Word very well. I am able to do the basics as well as further my experiences in this programs. I have also had a back round of a few computer classes while attending school. I am very good at completing many tasks and doing things to make it easier on others.

To Whom it May Concern:

I think that you should consider me for the Medical Receptionist at the Family Practice in Plymouth. This job would give me the oppertunity to have the chance to get my foot in the door of the medical field.

Though I have already, started my experience in this field in the class room. I would love to start my business experience of the medical field, at the Family Practice in Plymouth. I am willing to do more of the planning the of appointments and helping at the front desk for my first job in the field. Just so I can get my feet wet and still be able to volunteer at hospitals for medical assisting, to further my knowledge. I already know how to give Injections, First Aid, CPR, Pharmacology and take patients history as well as vital signs. I am also a certified lifeguard, including being certified in CPR, First Aid, and will shortly be a certified Medical Assistant. Which could always help out in this aspect as well. I take much pride in the work that I do. I hope to be able to have the opportunity to show you at the Family Practice in Plymouth, my skills, my hard work and my kind heart.

Thank you for taking the time to review my resume. I hope to hear from you very soon. I will call you next week concerning the opportunity for an inview. Thank you again.

Sincerely,

Chelsea Pinkerton

~~~~~~~~~~~
SUMMARY
~~~~~~~~~~~
I have been attending school at the Livonia Career Technical Center for Medical Assisting, this past year in addition to attending High School at Churchill. I am very self motivated, as well as a hard worker. I expericented in Microsoft Word, Excel, Powerpoint. In addition I can pick up fast with learning new things.

~~~~~~~~~~~~~~~~~~~
ACCOMPLISHMENTS
~~~~~~~~~~~~~~~~~~~
Fully Certified Lifeguard
CPR Certified
First Aid Certified
Placed at HOSA regionals
Honor Roll for three semesters (working on fourth)
Many Figure Skating Metals (both team and individual)
Maintain a 3.25 GPA

~~~~~~~~~~~~~~~~~~~~~~
EMPLOYMENT HISTORY
~~~~~~~~~~~~~~~~~~~~~~
10/2007 - Present
Laural Park Cleaners Livonia, MI

Cashier/ Counter
I give the customer the cleaned items they dropped off and cash out customers. As well as take in new customers. I also sort the cleaned items by orders and put them away in the correct places.

5/2006 - 10/2007
Golden Corral Westland , MI

Cashier
I often worked 20-25 hours a week. I work the cash register as well as hostess. I was able to maintain a steady pace as well as work alone on front line if needed.

~~~~~~~~~~~~~
EDUCATION
~~~~~~~~~~~~~
2008
High School GPA: 3.25 - Churchill High School, Livonia, MI
I have receive three semesters of Honor Roll and I am working on my fourth to revieve Academic Letter.

~~~~~~~~~~~~~~~~~~~~~~
RELATED COURSEWORK
~~~~~~~~~~~~~~~~~~~~~~
The Livonia Career Technical Center for Medical Assisting.
I have learned to perform Vital signs, CPR, First Aid, Injections, Pharmacology, and how to collect patient history.

~~~~~~~~~~~~~
INTERESTS
~~~~~~~~~~~~~
Love to keep busy.
Figure Skating
Swimming
* Also have realized my huge interest in the medical field from this medical class at the Livonia Career Technical Center.

~~~~~~~~~~~~~~~~~~~
KEYWORD SUMMARY
~~~~~~~~~~~~~~~~~~~
Great people person. Capable of working indepently or as a team. Self driven, told to be a kind hearted person. Also take pride in my work.

[Forex Trader - Retired at 43]

I grew tired of the whole roller coaster and decided to opt out!

With about $5,000 to stake me and the same amount of effort I would have put into a career change or job search I learned to trade the Forex market and haven't looked back.

Working from home means the drama and politics of the office seems like another world to me now.

I can tell you that there is no substitute for freedom, but it takes action and courage to make it happen.

-Max