By Peter Newfield
http://msn.careerbuilder.com/Custom/MSN/CareerAdvice/CLR_ResumeMakeover.htm?sc_extcmp=JS_clr15_dec03_dw

Before

When Carter Sieck asked if I could improve her resume based on the resume writing advice I am known to dispense on a daily basis, I gladly took up her challenge.
First of all, let me say that your resume is the first impression -- whether on paper or online -- that a prospective employer has of you prior to an interview. A great resume will make the decision-maker sit up and take notice of your talents, experience, and accomplishments presented in a strong, polished format.

Remember, your resume has to stand out from the crowd -- or more accurately, the stacks of other resumes piled up in front of the Personnel Director or senior executive in charge of hiring for any given position. In addition to presenting your career experience, you have to set up the resume in such a way that the hiring authority can quickly scan down the page and see at a glance what you can bring to his/her company.


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Here's how Carter's resume looked before the makeover:
Jocelyn Carter Sieck
123 Main Street
Anywhere, AW 11111
Home (123) 456-7890
Work (770) 300-9272
Email: [email protected]


Summary
A highly motivated professional with experience in marketing, advertising and direct mail. Proven skills in brand management, push-pull marketing, project management, trafficking, budgeting, and teamwork. Excellent written and verbal communication skills. Works well in dynamic team-oriented environment.

Experience Headhunter.net
Marketing Manager Aug. 1998 - Present

Manage design firm. Track and analyze Internet adver-
tising deals. Coordinate the design and production of all advertising, print and online, direct mail and collateral pieces. Proficient in production and trafficking of ads, direct mail and collateral material. Significant experience in Internet and World Wide Web advertising, media planning and buying. Directly responsible for conven-
tion booth design and implementation and convention planing and presence - $XXXXXX budget.

RelevantKnowledge
Marketing Manager
Feb. 1997 - Aug. 1998

Manage advertising agency and design firm. Direct responsibility for $XXXXXX marketing budget. Co-
ordinate the design and production of all collateral material, and direct mail pieces. Proficient in production trafficking and creative management for direct mail, advertising and sales support materials. Assisted in managing inaugural national advertising campaign, including media planning for print as well as Internet. Significant experience in Internet and World Wide Web advertising and media planning. Facilitate strategic planning and positioning of RelevantKnowledge brand, in the role of international and domestic brand manager. Manage domestic and international convention presence.

The Travel Channel
Online Editor
Nov. 1996 - Feb. 1997

Editor of bimonthly Travel Channel "Spotlight" feature, responsible for all research, writing and editing. Repre-
sentative for the Online Network at the Western Show and NCTA Press Tour. Redesign assistant for Web site upgrade. Manager and editor of college stringer writers for weekly articles published on the Web site. Research coordinator and copywriter for Mardi Gras '97 online feature.

Anheuser-Busch, Inc.
Contemporary Marketing Representative
Sep. 1995 - Sep. 1996

Developed and executed marketing strategies in major resort markets. Increased Budweiser sales in market by 24% and Bud Light sales by 22% during six-month winter ski season. Coordinated promotion activities with retailers and wholesalers. Responsible for designing and managing on-premise promotions, formulating $XXXXXX budget and selecting local media outlets for brewery advertising campaigns.

Sexual Assault and Domestic Violence Center
Volunteer Domestic Violence Counselor
Jan. 1993 - Aug. 1995

Worked on identifying needs and problem solving through focus group discussions, group activities and therapy. Trained co-workers and staff in counseling and group support process.

Education
Goucher College Towson, Maryland
Bachelor of Arts, Psychology
May 1995

Dean's List, Co-President Goucher College Riding Club, Varsity Women's Lacrosse Team, Reserve Champion at Intercollegiate Horse Show Association Zone Finals and National Championship competitor.

References available upon request

After

In Carter's resume makeover, I wanted to highlight her work experience, strengths, and industry knowledge up front so that the experiences she has gained from each of her marketing jobs can back up her overall body of expertise in the online advertising and marketing arena. I recommended that Carter separate her job responsibilities and accomplishments to make sure that future employers can see right away that Carter actually changed, achieved, and improved things at each of her present and former positions -- she didn't just sit around collecting a paycheck!
I also recommended that Carter leave off her volunteer position at the Domestic Violence Center. For one thing, this is totally unrelated to her marketing jobs. In addition, it was a volunteer position and at best would be considered optional to include on her resume. I suggested that Carter include her volunteer work in her cover letter if she is applying for a position where this information/experience would be appropriate.
Here is Carter's new resume:


--------------------------------------------------------------------------------
JOCELYN "CARTER" SIECK
123 Main Street
Anywhere, AW 11111
Email: [email protected] Home (123) 456-7890
Work (770) 300-9272

--------------------------------------------------------------------------------

QUALIFICATIONS SUMMARY
A highly creative, goal-oriented professional with solid Internet advertising and marketing experience. Demonstrated experience in brand management, production, traffic, and budgeting. Highly organized with the ability to manage multiple projects and meet deadlines. A strong work ethic combined with a commitment to excellence in all projects undertaken. A team player, working effectively with sales, editorial, and senior management in accomplishing objectives. Exemplary communication and presentation skills. Computer literate.

AREAS OF STRENGTH
MARKETING MANAGEMENT - DIRECT MAIL - ON-LINE ADVERTISING CAMPAIGNS - SPECIAL EVENTS MANAGEMENT - MEDIA PLANNING & BUYING

MARKETING INDUSTRY EXPERTISE
• Significant experience in Internet and World Wide Web advertising, media planning, and buying assistance in the creation of effective on-line advertising.
• Ability to understand the market, analyze the competition, and assist in planning strategies to achieve results.
• Production trafficking and creative management for direct mail, advertising, and sales support materials.
• Coordination of logistics and management of special events and trade conventions.
• Member, Association for Interactive Media (AIM) and Internet Advertising Bureau (IAB).


PROFESSIONAL EXPERIENCE
HEADHUNTER.NET - Norcross, GA
Marketing Manager 1998 - Present
Responsible for all creative advertising production, newsletter editorial, and event planning activities for this Internet start-up. Full responsibility for the management of Internet, World Wide Web, and print advertising from design concept through insertion. Manage in-house design agency involved in the creation and production of advertising, direct mail, and collateral materials. Consult with sales team in the development and design of sales support materials. Serve as editor of monthly newsletter, supervising all design and production. Direct and plan participation at industry conventions including booth design and production, managing a $XXXXXX budget.
• Manage collateral budget and design agency.
• Expand industry presence at conventions and improved booth and display designs and materials.
• Assist in developing and implementing new strategies to carve out and build market niche.


RELEVANT KNOWLEDGE - Atlanta, GA
Marketing Manager 1997 - 1998
Managed advertising agency and design firm with direct responsibility for a $XXXXXX marketing budget. Coordinated the design and production of all collateral material and direct mail pieces; monitored production trafficking; and provided creative management for direct mail, advertising, and sales support materials. Assisted in Internet and World Wide Web advertising and media planning. Involved in all marketing, brand awareness, and public relations activities. Managed domestic and international convention presence.
• Instrumental in launching national advertising campaign including media planning for print as well as Internet.
• Facilitated strategic planning and positioning of Relevant Knowledge brand, as acting international and domestic brand manager.
• Winner of 1998 Ace Awards "Award of Excellence" for a print ad campaign for the Business Marketing Association of New York.
• Recipient of the Channel Seven Net Tech Ad Award for "Outstanding Accomplishment" in 1998 for an on-line advertising campaign.


THE TRAVEL CHANNEL – Atlanta, GA
Online Editor 1996 - 1997
Responsible for all research, writing, and editing of bi-monthly "Spotlight" feature. Managed and edited college stringer writers for weekly articles published on the Web site. Served as redesign assistant for Web site upgrade.
• Served as Online Network representative at the Western Show and NCTA Press Tour.
• Research coordinator and copywriter for Mardi Gras ‘97 online feature.


ANHEUSER-BUSCH, INC. – St. Louis, MO
Contemporary Marketing Representative 1995 - 1996
Developed and executed marketing strategies in major resort markets through the coordination of promotional activities with retailers and wholesalers. Responsible for the formulation of a $XXXXXX pro-
motional budget; design and management of on-premises promotions; and selection of local media outlets for brewery advertising campaigns.
• Increased Budweiser sales in market by 24% and Bud Light sales by 22% during the six-month winter ski season.


EDUCATION
GOUCHER COLLEGE - Towson, MD
B.A. in Psychology, 1995
Dean's List * Women's Varsity Lacrosse * Varsity Equestrian Team Intercollegiate Horse Show Association National Championship Competitor




I think Carter's new and improved resume is stronger, sharper, and more focused than the resume she had previously been sending out. Now, she's presenting herself as a knowledgeable professional and really putting her best foot forward on the road to a better, more challenging new job (However, we all know she's not going to leave the great job she already has!)

Carter's Comments

After commissioning Peter Newfield to write the article, "Avoid the Top Ten Resume Mistakes," I thought that an example of a professional resume would be insightful, both for myself and for other job seekers.
To begin the process, Peter faxed me a ten-page questionnaire that took an in-depth look at my jobs and skills, supplying a variety of adjectives to describe my everyday tasks. It took me at least two hours to complete the questionnaire. I wanted to make sure that every job, skill and accomplishment was included. The effort you put into the paper work definitely affects the resume you get back.

I submitted my resume along with the questionnaire, and waited. Until now, I was quite proud of my resume. It has landed me some good jobs in the past, including this one! I thought to myself, "We'll see how he can improve on this!" I actually expected him to hand it back with a few minor changes and a pat on the back for a well-written resume.

No such luck.

I confess: Career Resumes knocked my socks off! My new resume looked nothing like the one I'd submitted. Reading it, I thought, "Who is this marketing maven?" It was me! They rewrote and reformatted the whole thing. So much for "minor changes."

The first thing I noticed was the eye-pleasing layout. Peter said "Harvard formatting" is the best style for resumes. I had only considered traditional formatting.

However, when I looked over my resume, I did find a few things I wanted to change. I called Peter and we went through the changes right then on the phone. Peter said changes after delivery were common, and Career Resumes welcomes such requests. Your resume is a very personal document that must be correct if it is to clearly identify you as a professional. Career Resumes is more than willing to work through minor changes to help you achieve your goals.

We hire plumbers to fix the sink and doctors to make us better. So why not hire a professional resume writer? I know I will from now on. After seeing my new and improved resume, many of my friends are turning to professional resume writers as well.

In the job market, we often find ourselves competing with other professionals who have the same skills. A well-written resume might just give us the edge we need to get an interview. After all, a resume can only you get in the door; after that, it is up to you.

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