Brand.com Reviews Personal Branding Secrets for Resumes

Brand.com reviews the personal branding endeavors of individuals from across the country—and what the company has found is that everything you need to know about a person’s views on branding, you can discover simply from reading his or her resume.

“There are some individuals who realize that, through their resume, they can effectively communicate their message to potential employers—turning themselves into name brands, the true rock stars of their respective fields,” comments Brand.com president and COO, Michel Zammuto. “For others, though, a resume is less focused, less cohesive, and, in the end, less effective. It’s a list of experiences and skills, but there’s no underlying narrative—no real sense of who the person is, as a professional.”

The bottom line, Zammuto explains, is that branding is not just for businesses. “When people think of the Coca Cola brand, they associate it with consistently good flavors, with feelings of refreshment, and with fun times with family and friends,” Zammuto explains. “That’s all thanks to the company’s branding—but the question is, what kinds of things do people associate with you? What kinds of things to potential employers associate with you?”

The difference between a strong personal brand and no personal brand at all can often be something as simple as a few resume revisions, Zammuto says. In the paragraphs that follow, Brand.com reviews some of the most important strategies for personal branding, via resume.

Brand.com Reviews Branding Practices for Personal Resumes

As Brand.com reviews these strategies, it begins by noting that, in many cases, having a single resume is simply insufficient. “When you’re branding yourself, your goal is always to create a favorable association in the mind of your audience members—and in this case, your audience members are recruiters and hiring managers,” Zammuto explains. “So what kinds of associations do you want to make with these potential employers? This may vary from one company to the next.”

Indeed, Zammuto says that individuals are advised to research the companies to which they are applying, to get a good sense of the companies’ values, and to tailor their resumes accordingly.

Brand.com reviews another key strategy, which is for resume writers to pause and write down a list of their career success stories. “Your story is told through your accomplishments, and sometimes the best way to see the big-picture narrative is to actually write those achievements out and to see what the common threads are,” notes Zammuto.

Hopefully, this exercise yields a clear value proposition. “Your personal brand needs to convey what you can offer to an employer—whether that’s vision, innovation, sales success, authority, prestige, or whatever else,” Zammuto offers. “Map out your achievements as a way to figure out what your specific value proposition may be.”

When it comes time to actually writing a resume, Zammuto recommends that individuals skip right over the statement of objective, which has, for so long, been a staple of resumes. “For one thing, having a statement of objective is redundant, because in the end, all job applicants are going to have the same objective—namely, to get a job,” explains Zammuto. “More crucially, though, an objective statement undercuts your authority. Your personal branding needs to focus on the value you can deliver, but the objective statement distracts from that.”

Brand.com reviews further tips for personal branding via a resume—including Zammuto’s admonishment to “focus on the prime real estate.” He explains what he means: “Today’s recruiters and hiring managers are unlikely to have the kind of time they would need to thoroughly read every resume they receive, so there’s usually a lot of skimming that goes on,” he says. “You need to make sure that your personal branding information stands out to those who only give your resume a cursory glance.”