June 23, 2018

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Resume Objectives

The resume objective is dead. Objectives are either too limiting, because they’re written very specifically, or they’re bland and generic. When your resume should sell you why compromise your sales pitch? A Profile or a Summary, essentially the same thing, has much more impact, because properly done, it heightens the potential employer’s interest.

Although they’re more difficult to write, your resume is your marketing brochure. An objective fails because it’s about what you want, and marketing is about what the buyer wants, not the seller. The profile describes the product – you – and gives the hiring authority an idea of why you’d be beneficial to the company.

Here’s an example of an objective limiting in both title and function:

The following objective is not only limiting, it’s generic, egotistical and uses job speak:

Now, not only does the paragraph tell the hiring authority how this person will be an asset to his sales team, but the lead-in phrase will catch his attention, perhaps immediately differentiating this sales rep from others applying. The added sentences provide clues as to the rep’s personality and why he’s a top producer. After all, not all successful sales people have identical personalities.

The paragraph at the top of your resume isn’t there because it’s supposed to be. It’s there because it’s a valuable chance to entice the hiring authority into reading the remainder of your resume. If your summary doesn’t whet his appetite, why would he think the rest of your resume will?

- Judi Perkins

Judi Perkins, owner of Bethel-based VisionQuest, has been a search consultant for 25 years. She operates the web site © copyright judi perkins

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