Searching for a new job may seem like a daunting task, but take a little time to consider what it is you are truly doing.  You are marketing and selling the product which is YOU. In this article, we’ll discuss how to create a benefit feature resume that will market and sell you.

The employers are the potential customer you are seeking. You are the product. Your resume is your commercial. The number one rule in Sales and Marketing is Know Your Customer.  A technique often used successfully is called Needs, Benefits, Feature selling.  Applying this technique customized to each potential “customer” (future employer), can set you apart from the rest.

The Art of Selling

The creators of television commercials have mastered this art of selling. Envision a commercial for a national tire store.  No matter where you are in the country, if you have a vehicle, you will need tires. But there is a distinct difference between what a customer needs during the winter months, in the northern part of the country than in the southern states. Tire commercials in the north will feature snow tires and other wintry needs.  The commercials will show the winter storms and how well their tires will handle the snow- and ice-covered roads. The same tire company is advertising in the south emphasizing the durability of their tires during severe rain storms. 

Tailor your Resume

Create a standard resume that includes all your relevant work history and skills as a baseline. Research each company you desire to work and use that information along with the job description to custom your resume. Pinpoint and elaborate on the work experiences that support the needs of the company.  

Start with showing a clear understanding of what the customer needs.  Their specific need is not just someone to fill a job title; employers are looking for someone who fits the culture of their company along with the ability to perform the task stated in the job description.  Utilize the language used in the job description. Arrange your bullet points so that the first thing they see is your experiences that “fit” the needs of the organization. 

Highlight the Benefits

Next highlight the benefits you bring such as years of experience doing those tasks or working in a specific industry. This is a great opportunity to show awards and accolades you have achieved that speak specifically to this role.  Finally, highlight your special features such as special skills and certifications you have achieved. Be sure to share your work experiences with the company’s competitors. Have you volunteered or participated in activities or organizations the company is involved with? These things will show you fit their company’s culture.

Just as a commercial will gain or lose your attention in the first 3 seconds, you will gain or lose the attention of potential employers in the top half of the first page of your resume. Immediately give them a reason to want to read further.  Show you understand their need, the benefits they will receive by choosing you and the features of your skills that sets you apart from other candidates.

To learn more about how to create a benefit feature resume, be sure to register for our Virtual Career Summit and Job Fair event, where you’ll be connected with career development professionals who will speak on various topics given the current realities we now face as we navigate through one of the toughest times in our country’s history.