Resume and Cover Letter Workshop

1. Resume and Cover Letter Workshop Professional Communications Club Graduate Marketing Association

2. Unwritten Resume Rules Provide a selective history List achievements most relevant to the job you are applying to, not the one you came from “What can you do for me?” Tie your resume to specific job description No two resumes should be the same Recruiters spend an average of 10 seconds per resume Use short, powerful, action oriented statements Highlight achievements and promotions

3. Resume Types

4. Summary – The 10 Second Skim Highlight key skills for the job Specialized experience tailored to marketing and the industry Example: Extensive experience in extracting consumer insights from research data Synthesis of information in analyzing a business situation Experience in getting a product to market

5. Sample Marketing Summary Marketing / management professional with strong blend of sales & marketing expertise in traditional and new channels (ecommerce, Internet, global business). Effective manager and project leader, skilled in developing collaborative working relationships with internal and external teams. Record of leadership in sales force and marketing automation, sales, strategic business planning, resulting in significant contributions to volume & share increases, expense reductions, customer satisfaction, and operational efficiency. Innovative and intuitive marketing / sales talent with proven leadership skills. Eager for new challenges in a dynamic business environment.

6. Show Results! Not a list of responsibilities Quantify impact Example: Grew revenue by 35% Percent = better comparative benchmark Detail how you got these results Grew sales by 35% through proactive prospecting Use Action Verbs Led, grew, developed, implemented Show initiative

7. Traits Crucial to Marketing QUANTIFIABLE SKILLS Results oriented: a must for all jobs Analytical: Marketing is more and more reliant on analysis Quantitative and qualitative Marketing experience a plus Attention to detail Deadline driven, adapting to change SOFTER SKILLS Teamwork Managing up and across Vendors, research, agencies, finance, sales, legal Project mgmt Communication Verbal Presentation Written Interpersonal skills Ability to influence / negotiate Creativity

8. General resume tips Clearly state your purpose and career goals Maintain good balance of content and white space Keep it clean and organized Keep resume to one page Tailor resume to various marketing jobs of interest to you Brand Management vs. Market Research vs. Marketing Analytics Grammatically sound, punctuation in place, no typos Make sure you can walk through your resume

9. Cover Letters Further tailor your personal message Pull out specific skills relevant to the job Support these claims with examples First step: know your audience’s needs. Do research! Should not duplicate your resume 3-4 paragraphs, never more than a page

10. Three C’s of a Cover Letter The Carrot: An introduction that is fresh, interesting, and relevant. Consider presenting your carrot in the form of intrigue, an inspirational quotation, an interesting fact, or a strong appeal. The goal is not to be outlandish but to coax the recipient to read on… The Corroboration: Content that shows an intelligent understanding of the employer’s needs and confirms your ability to fill those needs. Corroborate: 1) to strengthen or support; 2) to attest to the accuracy of; 3) to confirm The Close: A confident finish that may suggest a meeting or invite the reader to take further action. The close strikes a balance between being assertively confident and considerately respectful.

11. Part 1: Carrot Indicate: What you are applying for and how you got the lead Why you are interested and how this fits into your long term plan Why should they hire you or at least keep reading the letter and resume

12. Part 2: Corroboration Introduction of the body: A sentence that introduces the specific characteristics stated below Example: As my resume indicates, I have consistently applied and developed my skills in order to grow customer base, profitability and revenue Body: Highlight 3 or 4 attributes appropriate for the job Use specific examples under each attribute Remember to always state the numerical impact of your action Keep paragraphs short: 4-5 lines maximum Keep bullet points to 3–4, especially if they are lengthy Can include additional information on fit for the job & traits for success

13. Recommended Format for Corroboration Analytical Skills: My extensive quantitative experience in inventory management at Company X will translate into performing efficient, detailed and actionable analysis at Company Y In my role as a X at Company Y, I grew sales and increased customer satisfaction through qualitative analysis of customer needs and development of appropriate solutions Leadership Ability: Example 1 Example 2 Example 3 Interpersonal / Communication Skills: Example 1 Example 2

14. Part 3: Closing State the next steps and how you will follow up. Put the ball in your court Examples: I will call you within a week to discuss the next steps. I will be in the area on November 15th, and I will contact you by close of business Friday to set up a convenient time for our meeting.

15. Submitting Your Application So now you have a compelling packet…What do you do now? Email rules: don’t copy/paste your cover letter in the email to send out! Email content should be different Email rules: Subject line and document names should be specific (Your name appears in both!) Print rules: Cover letter & resume should be on the same type of paper Remember to follow up

16. Tips for Career Switchers Don’t speak your last job’s jargon DO Speak the jargon of your target industry Example: Media and ratings vs. CPG and share, volume Concentrate on transferable skills Provide rationale behind your career switch How can you apply your learnings to your new employer? Know where marketing fits into the organization (control, hub, at the table)

17. Speak the Industry Lingo

18. Tips for Career Switchers

19. Tips for Career Switchers (Cont)

20. Looking to The Future… Keep a running inventory of your jobs, positions, activities, results Keep updating your resume for different jobs & career fairs 1st Years: Use Peer coaches & Second Years for individual assistance (bounce ideas, proofread) 2nd Years: Use Stanton Chase International for individual assistance

21. Useful Resources http://www.wetfeet.com/cb/schools/umd/toc.asp Username: rhsgcmc Password: rhsgcmc http://www.vault.com/cb/careerlib/careerlib_main.jsp?parrefer=428 Password: mdrhsmith

22. GMA Resume Book Submission First Year MBAs Submit revised marketing resume to marketing@rhsmith.umd.edu by Sept. 21 Feedback given by Sept. 26 Final resume with changes submitted by Sept. 30 Choose 3 preferred “constellations” by which employers can search (areas of focus within sales / marketing) by Sept. 30 Second Year MBAs Submit revised marketing resume to marketing@rhsmith.umd.edu by Sept. 21 Feedback given by Sept. 26 Final resume with changes submitted by Sept. 30 Submit a short bio that employers can scan for your background & area of focus before your resume by Sept. 30

23. Questions?