Using multiple resumes can bring you much greater response.

his chapter could by itself significantly alter the results of your job search. Here's why I say this. Over the last 10 years we've learned what really works and what doesn't. In this discussion I will share this with you.

To appreciate the importance of superior resumes, let's first talk a little bit about the competition, and why it has devastated so many talented people. And keep in mind that when you look for a new job, you are reduced to how you look on paper.

Today, the number of resumes in circulation exceeds the imagination. GE receives 800,000 resumes a year... but they only hire about 4,000 people. That's 1 out of every 200. Other well-known firms say they get over 1,000 resumes for every opening. And, when it comes to submitting your resume to an attractive ad... you should know that employers are now getting hundreds of candidates. Leading recruiters, like Korn Ferry and Heidrick and Struggles, now claim to receive more than 1,500 resumes a work day... 30,000 each month.

Unfortunately, despite the enormous competition, many people create a resume, show it to some friends or family members and then assume it's fine. Ann Landers is famous for many quotes, but one applies here. "Don't accept your dog's admiration as conclusive evidence that you are wonderful."

Just how good is your resume?

While many professionals still use traditional resumes, with this amount of competition, the fact is they don't work very well anymore. The reason is that most of these resumes have one or more of the six major resume weaknesses... that can restrict job hunting success. So, let's start by having you assess your current resume... to see if it has these weaknesses.

1—Does your resume look like others? Your resume must start by projecting an outstanding image... one that sets you apart. It must be eye-catching... not ordinary, plain vanilla and flat.

2—Does your resume reveal liabilities? Even top executives can find themselves continually derailed... because of the negative information they made available... without realizing it.

3—Third, does your resume sell transferable skills? Or, does it just sell your history and experience? Selling skills is an absolute necessity if you want to expand your market... change industries... join a growth firm... appeal to venture capitalists... or impress CEOs and other key decision makers.

4—Does your resume show how you can contribute? Or does it, like millions of others, force the reader to try to figure out how to use you? If so, you won't get many calls. Why? Because people simply won't take the time to study resumes. They'll put it in the "no pile"... or toss it. Your resume has just 20 seconds to make your case... and get people to read further... or better yet... call you. If it doesn't do this, you won't even get in the game.

5—Is your resume scanning ready? Scanning software has forever changed the selection process. Most organizations only keep the best 5% of resumes they receive... and scan just the first page into their databases. When employers are looking for someone, they simply input key words... bring up matching resumes... and review them. That determines who gets interviewed.

6—Is your resume dynamic and a strong selling document? In today's market, you must inspire the reader... being boring doesn't work. The words you select need to have some reasonable punch, substance and sparkle. Your resume needs to be interesting and compelling. There are a lot of excellent competitors out there... and the worst thing you can do is undersell yourself.

So how does your resume stack up?
Is it superior... good... or just average?

Our recommended approach

After analyzing every resume style... we developed a new approach—one where people are equipped with three different styles of superior resumes... materials that meet all of the concerns we've mentioned. Why does having several resumes give you a major advantage? The answer is... that each one is targeted for a different application... and each is what we call an "A" resume. When you have an "A" resume, it's not likely to be just two times more effective than a "B" resume—it's more likely to be 20 to 25 times more effective. Plus... you have the advantage of having more tailored materials for the three most common situations where you will be submitting resumes.

When we prepare an introductory resume... for people to get the very best results, we also always follow seven key rules:

• The resume must be one page
• Preferred jobs must be listed first
• The top third must be a summary
• Liabilities must be neutralized
• Transferable skills must be sold
• A first-class image must be presented
• Resumes must be scanning-ready with relevant key words

Keep in mind that a good resume has to cover the past, but it is really all about your future. So now let's look at the three different resumes you should have available before you begin your search.

A universal resume

The most essential is a universal resume— a one-page document that will be your introductory resume. Most people mistakenly believe that they need to tell their whole story in their initial resume. The reality is that you get better results when your initial resume is interesting, with a feeling of action—but short. This resume must be suitable for key word scanning, have short paragraphs, and be compelling. It must be headlined by a job title listing (e.g., Director of Marketing) that an employer might have available. Remember, your resume is an ad... not an epitaph. Our research staff randomly selected
1,000 resumes, and we found that less than 20% made the type of position and level they were seeking... immediately apparent.

An "Internet (or electronic)" resume

This second resume needs to be shorter and to the point... usually no more than two-thirds of one page. It is surprising how few devote any thought to the way their resumes appear at the receiving end of an email transmission. When you are online, less is more. All you want is a positive response.

A "quick-response" resume

This third resume makes it easy for you to respond quickly to emerging situations you read about. It positions the text on the right-hand side of the page so you can write handwritten notes and dispatch a resume without a cover letter. Clients consistently tell us that executives respond well to their notes, which cited events that were signals of emerging jobs.

Other guidelines

Highly marketable achievers should have a resume that sets them apart from average performers, convincingly.

Anyone unemployed should have a resume that emphasizes achievements over dates... shows momentum, how they made contributions... and why they can be a key solution.

Those whose achievements are less than stellar... need to show how they can contribute in specific ways, in a dramatic manner, while emphasizing personal factors and transferable skills.

Those whose employers have not fared well... despite their individual contributions... need to tell compelling stories that will separate their value from the fortunes of their employer.

Those with a checkered career, or too many jobs, or who have age concerns... need to find a way to minimize liabilities... while emphasizing selected positives.

Can some people use more than three resumes? Yes. Leave-behind resumes... after you have been interviewed... should be longer and more revealing.

An "interview" resume

An interview resume is 2 to 3 pages. It is for presentation during or after interviews when employers want to know more and reveals more about you. If you have an executive biography, you would not need this resume.

Your resumes define your "personal brand"... they must differentiate you from the competition.

An executive biography

An executive biography is a 3 to 5 page narrative document, written in a third-person style. It uses interesting stories, rich in detail, and is favored by top recruiters and senior executives. Today, these are the "Mercedes of presentations." Those seeking $150,000 to 1 million dollars+ should have one.

Decision makers often forward resumes to others to get consensus. And sometimes, you never meet the top people, but nevertheless they will often review your resume. The offer depends on a "thumbs up" from the resume presentation.

A "biography" communicates a total feeling about you and your skills. And, it should also say that you are interesting...that you can do certain things extremely well... that you have excellent personal qualities. To prepare a biography, be patient enough to do many drafts. When your final biography hits the marketplace, it can easily have 300% to 500% more impact than something else you might have turned out.

Customized marketing letters

Certain people who must avoid revealing liabilities should use personalized letters, but they need to be focused and motivating. Custom letters, tailored to the needs of organizations, can be highly effective. The letters people may require can include the following 12 letters for different occasions:

• For responding to openings
• For contacting recruiters
• For contacting venture capitalists
• For responding to emerging jobs
• For direct contact with employers
• For third-party letters to employers
• For contacting directors of associations
• For networking associates and friends
• For networking alumni
• For networking influential people
• For setting up potential references
• For following up your interviews

Cover letters should be interesting and brief. The key rule here is to get to the point and make sure it's good. Letter resumes are stand-alone letters that you will forward without a resume. They are valuable when you want to tailor the description of your credentials and avoid revealing any liabilities. They are always recommended for people who wish to change careers or industries. Remember, the letters are advertisements for you.

Handwritten memos are fast and easy to send off, plus executives are used to them. If your resume is on target for your audience, attaching such notes can work very well. Notes that emphasize what you can do, as well as the results you can bring, are ideal.

Before writing your letters, have a clear picture of what you want to say. The opening should demonstrate interest (knowledge of the firm, its industry, etc.) and explain why you are writing. The body should deal with your best selling points and convey benefits. The closing should restate interest, confirm your desire for an interview, and say when you will follow up. Keep it simple. Letters are skimmed, not analyzed.

Your resumes and the important "preselling" role

People face immense competition at every stage of their search. This competition will not only affect your ability to get your credentials viewed... but when you are invited for an interview, there are likely to be five to ten other qualified people under consideration.

So, your resumes need to be written with an eye toward reducing interview pressure... by preselling you. The ideal reaction when you meet someone should be "Paul, I was really looking forward to meeting you. I have the feeling you can really help."

"Promise, large promise, is the soul of an advertisement." — Samuel Johnson

What people say about these resumes

• "Adjectives would not adequately convey my admiration for the biography concept."
• "You are clearly into what works, and seem to be years ahead. Your three recommended resumes. All played their role."
  
• " I realize now that I never really told my story properly. My resumes were the key to my success."
  
• "I had a string of short-term experiences. The materials I used handled them, and compensated for my age concerns."
  
• "Your three-resume approach was the key for me. I won't say they made my campaign a slam dunk, but it worked. "
  
• "Your resumes were the primary drivers in helping me produce a stream of calls."

30 million resumes are in circulation... Is that competition... or what?

Recapping this chapter. Northrop Grumman's technology division receives over 720,000 resumes a year... for about 3,600 openings. IBM, Intel and Microsoft get more than 1,000 resumes for every opening. In this market, it's simply not enough to have an average resume. We've found that a three-resume approach will optimize your success. When you use this concept and distribute enough materials, you will lift your response several times over.

Quick action steps. We write all resumes for our clients. On your own, restructure your resume to follow the same rules our staff uses. Then, create a 2/3 page electronic resume to be used on the Internet. Last, create a version where the left margin is wide enough to permit a handwritten note. Check all versions against our criteria. For letters, follow our "20 commandments."

"The only sin is mediocrity." — Martha Graham