Proper spacing and proper margins are essential to making your resume visually flow and easy to read. Too often people mistakenly believe they should make every effort to shorten their resume by having wall-to-wall text with little spacing and ultra small margins. The reality is that a longer resume that flows and is easy to read is far preferable to a short, tightly packed resume that is painful to read.

Inserting a moderate number of relevant facts makes your resume more powerful. Facts that describe the size and scope of the companies you have worked for, the roles you have held, along with data that in some way measures the achievements you have made, all help provide insight, perspective and understanding. Without such facts it’s difficult to have a clear picture of who you are and what you have achieved.

By ensuring your information flows naturally allows the reader to focus on the details of your resume instead of focusing on finding the information they’re looking for.

Too many subjective assertions make the reader doubt all of your assertions. Ideally subjective assertions should be relegated to those for which there is no data or information to substantiate them. Thus making it the only way to convey them.

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The most powerful resumes share one trait, they lead the reader to make the very assertions the writer would like to make without ever mentioning them.

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1.) Be critical. An objective yet critical eye is imperative to evaluating resumes properly.  A resume is a basic tool for making an initial assessment and for identifying some of the key points that require further investigation.  If you accept everything as fact, you will never identify the points you need to probe in an interview nor will you really know which resumes stand out and which ones are filled with subtle red-flags.

When data is presented, ask how the 25% improvement in on-time performance was achieved? What specifically did the candidate have to do with achieving these results?  How was the turn-over rate reduced from 33% to 17% and again, how specifically was the candidate involved in achieving these results?

2.) Dismiss subjective assertions. If you want to test a resume for substance,  make a copy of the resume and use a red pen and strike out every unsubstantiated assertion.  If the copy is filled with red ink, it’s a good indication that this individual is sharing little substance and is hoping to trick you with a load of self-serving comments.  As a training exercise go through the following summary from a sample resume and simply strike every assertion that is based solely on the writer’s own perception.

Competitive, pragmatic and responsive Sales & Marketing management executive with a proven track record of success. Creative & persistent problem-solver who thrives on challenges, excels under pressure and gets the job done. Bright, bottom-line oriented team builder who possesses outstanding interpersonal and excellent communication skills. Hands-on leader and catalyst, organized & thorough planner, and capable negotiator especially effective dealing with senior management. Accustomed to a fast pace & multiple projects while consistently maximizing business opportunities, relationships and profits.

What do you have left?  If you say “absolutely nothing except that this person is likely a sales & marketing executive” you are correct.  The biggest mistake is to trust resumes like this.  Such resumes provide far less information than meets the eye. Well meaning, but untrained resume reviewers will believe they’ve got a star on their hands, when in fact such information should lead to greater scrutiny instead.

The best resumes share one secret ingredient.  They provide information and data that allows the reviewer to make the very assertions the writer wants to make - instead of them being spoon fed.  It’s very powerful when a reviewer can make the very assertions the writer was hoping to make. Why? Because people rarely disagree with their own assertions.  So having a reviewer make wonderful assertions about a candidate is far better than the candidate making them.

3.) List all questions and doubts. As you review a resume look for any points that create doubt, confusion, uncertainty, and misgivings.  These feelings point you to the very issues that need to be probed.  Do not sweep them aside. Too often hiring managers set aside lingering questions and/or doubts.  The candidate has created these feelings and you deserve to have them cleared up.  A poorly written resume will provide you with plenty to evaluate, if you still want to interview the candidate that is.   Don’t be satisfied with anything less than satisfactory explanations.

When possible, get additional feedback and verification, potentially from third parties if it can be done discretely and without exposing the candidate.  If nothing else, have the candidate provide references and contact these individuals to probe the issues you need clarity on.  They will provide an additional data point.

4.) Look for hard data. A resume should be non-fiction.  It should rest largely on data, details, and information that can be verified.  For instance, “managed a division of 2,000 employees” is something that typically should be easy to verify. An “MBA and experience with a start-up” are also things that can be verified.  As is “a 25% growth in revenue over 12 months.” Such concrete information should make up the bulk  of a resume.

5.) Find one glaring falsehood and you’re likely to find several more. When a candidate claimed he had been conferred a Bachelor’s degree from UCLA and it proved to be false, we combed through the rest of the resume and found out he had never worked at one company he claimed to have worked, and in another instance held only a Director title while his resume claimed he had been a Vice President.  It’s always good to verify a few easily verifiable points, such as the educational degrees.   If anything comes back fishy - it’s good to dig deeper or pass on the candidate entirely.

6.) Read the story behind the story. Often resumes have an underlying theme. Typically it’s a theme that seeks to address concerns or insecurities the candidate has about them self.  A resume that cites all kinds of education but where there is no discernible degree may be trying to hide a lack of education or an insecurity about their intellectual abilities.

A resume that fails to give the year of college graduation and starts with a Director position 15 years ago, is hiding something as well.  Most people will think the candidate is trying to conceal their age, which is immaterial.  However, the candidate may actually be hiding the fact they have plateaued. In one such instance, we learned that the candidate had 29 years of work experience but had never held a title beyond Director.  This is a red-flag that has nothing to do with age.  It goes to the question if they are capable of handling a Vice President position and if not, why not?  The missing information obscures a potential weakness that needs to be evaluated.  Without a full background this potential red-flag may have been missed.

Another example are dates of employment that are seamless by year only.  This can potentially hide involuntary departures or significant gaps of time between employment.  Of course such circumstances occur, but a confident professional is not afraid to explain the circumstances surrounding each departure.

The key is to determine that such employment gaps were not the norm.  A candidate attempting to hide such gaps is potentially hiding the fact that such gaps were more frequent and possibly hiding something material, such as a drug dependency, illegal behavior, inability to get along with other co-workers, incompetence, etc.  If you can identify an underlying theme it will typically point you to areas that deserve greater scrutiny.

7.) Grade the degree of clarity and focus, as well as the quality of the overall presentation. A resume communicates much more than a person’s background.  It exposes how well a person presents themselves in writing.  How well they know themselves.  Is the resume easy to read, well organized, displayed in a comfortable and logical format? Is the information substantive or hollow fluff?

It’s so important to glean more than the information the writer is trying to sell you.  This document is an example of how well this person organizes their thoughts, conveys their points, communicates with others, as well as, how well the candidate knows them self and how confident they are in sharing who they are.

8.) Play devil’s advocate. Just in case your assumptions about a person are wrong. Try and find evidence to the contrary.  Also seek independent references where possible.  A reference might be able to address some of your concerns.  It’s amazing how a strong, objective reference can either solidify your initial feelings or get you to look at the candidate in a completely different light.

One key skill to reviewing resumes is to always be open to the possibility you’re assumptions are wrong.  You set yourself up for disaster if you do nothing more than make a quick assessment and then only look for evidence that matches your incorrect assumption.  Be objective as you gather additional information.

Allow the information to guide you to wherever it takes you. Ultimately it’s about getting it right, not you being right.

Talent more crucial than ever

Cash may be king, but when it comes to human capital - talent is king. And in bad times, talent is even more important. Talent has become the key differentiator between success and failure.  Ultimately, companies without sufficient talent will fail.

Yet companies looking to fill key leadership positions are finding it ever more difficult to locate and attract serious talent. This is a systemic problem that has developed over decades. Without an immediate, concerted effort to remedy this situation, many companies will find it impossible to attract the necessary talent and will fall into downward cycle to a place called “mediocrity.”  Once there, companies will be in a constant battle to just hang on.  Victims of a profound talent squeeze. The only cure for individual companies is an intense focus on talent acquisition, talent development, and talent retention. And it must begin now!

Demand is up, supply is down, it’s that simple

The need for talent has grown dramatically as the global economy has expanded. But little has been done to replenish or grow the talent pool. In some industries and job functions the talent pool has been diluted to the point of crisis. And this situation will only get worse. Just one example is the lack of sufficient, talented, aviation and aerospace engineers. Across the board, companies are finding it difficult to fill key engineering leadership positions.

It’s gotten to the point where a decreasing number of talented engineering executives are simply being shuffled around, while nothing is being done to rectify the lack of engineering management talent. Recently Airbus announced it finds itself unable (shockingly!) to find sufficient qualified engineers and engineering managers within the EU and that it is engaging in a global effort to recruit talent from around the world.

What happened?

Talent dilution! And talent dilution coincided directly with advancements in transportation and telecommunications that made executives extremely mobile.  In 1959 when the first passenger “jet” aircraft took to the air in North America, the executive search business was a tiny cottage industry. Twenty years later when over 2,400 jet passenger aircraft were flying over North America, the search business had turned into a billion dollar industry.  Twenty five years later, with 3,500 jet aircraft flying in the skies, the executive search industry had grown to over $7 billion in annual revenue.

Connect the dots

As it became easier and easier to poach talented executives, companies became weary of needlessly training talent for fear of losing them to competitors. In the spirit of “if you can’t beat them, join them” many companies began cutting their investment in talent development and over time, relied more and more on external recruiting to fill leadership roles.

This trend was only exacerbated when corporations began aggressively cutting extraneous costs. Let’s face it, costs that aren’t directly enhancing profits inevitably become expendable.

Even companies that rarely use executive search began slashing development budgets, thus putting their companies in a precarious situation. It’s just not sustainable to rely almost entirely on internal promotions while simultaneously cutting development efforts. Over time, fewer and fewer positions are filled with real talent. Instead positions are filled with long time, well connected bureaucrats relying exclusively on their relationships rather than their talent.

For companies that do rely heavily on external recruiting and no longer produce talent in-house means these companies have willingly sacrificed their self-reliance.

While the shift to external recruiting has worked reasonably well for several decades; today the need for talent outstrips supply. Without replenishing the talent pool, there just aren’t enough talented executives to go around. And companies need to adapt.

Act now!

Companies are gambling with their future if they do not act. There are a number of things companies must start doing now:

1. Shore up the talent. Good enough just isn’t anymore. And companies cannot rely on the open market indefinitely to recruit talent. So get the talent you can, while you can.
2. Make mentoring and coaching skills a key requirement for all executive hires. These are unique skills that not all of us possess. Great executives with mentoring skills will help grow and groom other talented executives. This is only possible if a serious focus is placed on such competencies during the recruitment phase. Unfortunately, when talented executives without mentoring skills leave, companies are typically forced to go outside for replacements because nobody was groomed to take over. This is a travesty.
3. Adjust to the rising cost of talent. The cost of talent today is a bargain compared to what it will cost when talent becomes even more scarce.  The market determines the rate for talent, not a company’s internal salary scale.  Companies need to refocus their compensation parameters from a simple cost consideration to a value consideration. Get comfortable paying people commensurate to the value they provide the company.
4. Start investing more time, effort, and money on internal development.  Just putting a high-level priority on grooming talent can create a fundamental shift in the amount of time and effort spent on such activities. And recruiting and elevating natural mentors is a very efficient way to grow talent.
5. Talent retention is imperative. Everyone knows that it’s much easier to hold on to an existing customer, than it is to gain a new customer. So too with talent.  Acquiring new talent is much more difficult.  So work hard to keep talented executives motivated, challenged, well compensated, with a real opportunity for advancement.

Dealing with a hire before you fire situation is very touchy. My advice is to be extremely wary of using such an approach and to restrict its use to only the most extraordinary circumstances.

The simple truth is that a “hire before you fire” approach hurts companies more than it helps. Not only does it send a poor message to candidates, it sends a horrible message to current employees.

Your conduct is symbolic of who you are

How a company conducts a search for new employees creates a snapshot of the kind of company it is. Is it an open, honest, ethical environment? Is it a company people can respect? These questions are answered in part by the way you conduct your search.

The real question you need to ask is what kind of company are we? And what kind of company do we want to be? This should guide your actions. Even though a crucial employee may decide to leave prematurely if they learn they are going to be replaced, it’s the honorable thing to share this information. Of course, making contingency plans in case that employee does bolt prematurely is part of what good companies do. But attempting to actively go on the open market and fill the position in advance is another thing altogether.

Searches cloaked in secrecy create unintended consequences

Companies that engage in hire before you fire searches are usually oblivious of the unintended consequences. Secret searches are often difficult. Primarily because confidentiality is paramount. Often recruiters may not divulge essential information to candidates such as the company name, location, or other crucial details.

Mediocre or desperate candidates might accept this level of secrecy, but great talent definitely does not. “Come back to me when you can divulge all pertinent information,” one typically hears from talented professionals. And to their credit - it’s the answer I want to hear from them. Why? Because if they’re too interested in a position shrouded in secrecy, it makes me question if they’re really that good. Additionally, if they learn that an incumbent is unaware of the search and they see nothing wrong with it, it makes me wonder what kind of ethics and values they would bring to the company. Let’s face it, if a company is doing something sneaky, I have to assume willing candidates are quite willing to be just as sneaky.

One thing companies must understand is that every word, every behavior, every action, is evidence to potential candidates of the kind of organization they are dealing with. Everything communicates.

Our practice has turned away several hire before you fire assignments. What we have been willing to do in certain cases, is to prepare the search, conduct necessary research, identify the people we would want to approach, etc, so that we can jump into the search, full-speed, as soon as the incumbent has been informed of the company’s decision to replace them. Only then will we typically contact anyone about this search. Taking this approach frees us from maintaining secrecy and allows us to perform the best search possible, while reducing the lead time for bringing in candidates.

Search is more than just finding an executive

Of course the primary goal of any search is to find a suitable placement, but how you conduct a search is a a public display of the kind of organization it is. Don’t believe that simply because a search firm is running the search that your company won’t take a hit. The search firm you select and the way they run the search is equally telling as the interactions a candidate experiences with your company. After all, you hired this search firm, so the expectation is that you endorse their work and stand by how they represent you.

What’s more, engaging in a hire before you fire search is extremely damaging to your employees. It creates uncertainty and distrust. Don’t be surprised if a number of your employees start wondering if they might not be next.

But if all these factors don’t dissuade you from pursuing this approach, consider that such searches are often flawed, resulting in candidates who are not the strongest. Typically they are only incrementally better if that. And what kind of victory is that?

So think again and realize the upside to tackling the situation with integrity. Doing so will result in better results and a better reputation.

Counting on a few hundred resumes you sent by mail to land job interviews is so old school. This kind of “push” strategy is like walking a well trodden path in the hope of finding a few remaining berries that haven’t already been picked by the hordes ahead of you; or like shooting buckshot in the air in the hopes of bagging a bear. Today it takes creativity to get off that well-trodden path and a more powerful weapon to bag a bear.

The simple fact is that the old-school approach results in infinitely more misses than hits and it leaves people frustrated and scared that they’ll never stand out in the crowd.

That’s a justifiable concern.

However, today there are so many creative ways to market yourself and the beauty is that these creative endeavors can live on and continue to help hone your reputation and visibility for years to come.

Social media tools give people the ability to vastly increase their visibility and credibility in ways that were unimaginable even five years ago. Thought leadership, forward thinking commentary, analysis, etc, allow you to connect with others in a powerful way. There is no telling what’s possible.

This really happens

I know a successful marketing executive who has been writing an insightful and entertaining blog for nearly two years. At a recent Facebook-themed conference, he met a social networking acquaintance who was working for a world-class marketing organization.

When his acquaintance forwarded the executive’s resume, an amazing thing happened. The hiring VP had already heard of the executive, and had been reading his blog for months. In that instant he turned from just another applicant to a rock star. It turned out several people in the organization had already been following the blog as well. His candidacy ended in a job offer and he now has the job of his dreams.

Think of the possibilities

This is reality today. An example of what’s possible in today’s world. Were it not for his blog he may never have gotten an interview. His blog gave him a competitive advantage over other candidates. It not only made them aware of him, but also gave them insight into his thinking and knowledge of marketing. It created both familiarity and credibility. How powerful is that?

Today there is no limit to how people can build their visibility and credibility and much of it is literally at our finger tips. The use of these marketing tools actually constitute a “pull” strategy that can draw company interest and develop a candidate’s credibility to such a degree that opportunities can come to the candidate without the candidate ever having to pound the pavement with a resume in hand.

So what can “you” do?

Start by thinking outside of the box. Your “pull” strategy is limited only by your imagination. Anything that draws people to seek you out can be considered part of a “pull” strategy. I recall a story Ann Rhoades tells about a highly motivated individual who wanted a marketing job with Southwest Airlines and sent the founder and CEO at the time, Herb Kelleher, a bottle of Wild Turkey which he was known to drink. It looked like a normal label, but if you looked closely the label was actually their resume.

Wow, talk about creative. There really are no limits.

I believe that developing thought leadership and forward thinking commentary and analysis is a good way to go. Why? Because it allows you to share how and what you think in a setting that is not in any way related to a job search. It’s you putting your thoughts out in the world to help and advise people. It gives people the opportunity to gain insights about you they otherwise would not have.

Find your voice

Wordpress, Twitter, Utterli, You Tube, are all ways to get your message out. And best of all - they’re FREE. But first you have to do something absolutely essential. You need to reflect on who you are. What you stand for. What you believe in. Because this kind of “pull” strategy relies on you creating a unique voice not just yada-yada-yada.

Yada-yada-yada will fall on deaf ears, but an original voice will not. It will create music for all the people who connect with your message and who are looking for the insights you have to share with the world. It’s important to realize that you do not have to connect with everyone. For that matter, not even with most people. You only need to connect with people who resonate with your message. After all, that’s what a good “fit” is all about.

Some simple and free social media tools

Wordpress.com

Wordpress is free and priceless, what a combination. This blogging tool is great. They have sharp, professional, looking templates and it’s simple to use and edit. When you write a new piece it’s online within seconds. If I can do it - so can you. This very blog is written with Wordpress.

But be cautious. Review your entries, check for typos, and be certain you stand by what you are writing, because once it’s out there - it’s really out there. Even if you decide to edit or redact the material later, good luck, anybody who has an RSS link to your material will have your original entry and there is nothing you can do to get it back.

Twitter.com

Twitter is an “out of this world” kind of tool that is less about the tool than the community that uses it. I heard of a person who put a request for job opportunities on his Facebook profile and after two months had one opportunity come his way. He then made two “tweets” (messages) on Twitter and received seven or eight concrete opportunities in less than a week. What makes Twitter so different is that its community operates in real time. When a “tweet” is sent it’s read by people that very moment. While an entry in Facebook or LinkedIn requires members to check their account or email to actually get the message.

While I can’t speak to the Twitter “community” I can speak to a few interesting benefits of Twitter. One is that search engines love it. You can write the most inane thing like “Right now I’m eating a Pinkberry frozen yoghurt on Melrose Avenue.” And lo and behold I can actually find that entry with a Google or Yahoo search even months later. It’s amazing how such comments can stay alive online. So imagine the value of “thoughtful” messaging that can take on a life of it’s own.

Second, Twitter can be used to disseminate your messages to various locations without you having to enter them at each site. For instance, Twitter comments can be set up to publish directly to your Plaxo account, Facebook, and a host of other online sites. Additionally, people can subscribe to your posts using an RSS link and have them go directly to their browser or feedreader.

But again, be cautious. Even though it’s just a micro-blog with a maximum 140 words -once it’s out there, there is no telling where it’s going to end up.

I believe Twitter will become much more prominent in the coming years.

Utterli.com

Utterli (formerly Utterz) is my current favorite even though I do not yet use it. Utterli is an audio-blog. Instead of writing it, you can speak it over your cell phone or upload an MP3 to your account and the world can hear your thoughts and ideas. I would describe it as an audio version of Twitter. For a perfect example of how it can be used, check out David Petherick’s Ten Tips to Creating a Powerful Online Profile. When you hear it, you’ll get the idea. Imagine what you might be able to share about your area of expertise?

Utterli also allows you to disseminate your entries all over the web to Facebook, Twitter, Wordpress blogs, even your website, you name it. Additionally, just like with Twitter, people can subscribe to your entries so that whenever you post one it immediately goes to the subscribers’ email or feedreader.

Be creative, but be cautious

The power of these tools is that they can take on a life of their own. They can be picked up by all the search engines and be nearly impossible to get off-line. So be sure you stand by what you are posting. It should represent the real you and what you proudly stand for. Always think about what you are going to post and ensure it’s not anything you will regret.

Given all the benefits, I still urge people not to rely entirely on high-tech solutions, but rather to mix it up. There are non-technology opportunities to develop visibility and credibility as well. Get involved with public speaking. Participate at conferences, sit on discussion panels, etc. Engage a PR firm to introduce you to journalists looking for subject matter experts in your field. Again, you are limited only by your own creativity.

Be inspired

The purpose of this article is not to push you into anything. But rather to give you a sense of what’s possible. It should be exciting that you no longer have to rely entirely on a boring resume to make yourself known. The sky is the limit and the idea that there are all kinds of creative ways to become known and to share the “real” you with the world should be invigorating and most of all - liberating.

The benefits these alternative marketing tools have is cumulative and they take time to develop. So the greatest benefit goes to those individuals who realize that you can’t wait until you are out of a job to start using these tools. They should become part of what you do on an ongoing basis, regardless if you are actively looking or not. What you will find is that over time, opportunities will come to you.

Now go!