Your Resume Needs an Authentic Value Proposition


The Research Study: How Does Your Résumé Compare? Competitive Career Intelligence for 6-Figure Canadians* found that 97 percent of the candidates submitting résumés for assessment did not present an authentic value proposition. ResearchStudy.png WHAT EMPLOYERS WANT: Recruiters are tasked to find the ideal six-figure professional. A strategic résumé which clearly demonstrates that the candidate fits the company’s culture and vision, is qualified to work in their industry, and meets the specific requirements of the position is most likely to be selected. WHAT TO DO: For a résumé to be positioned at the forefront, it needs to be a powerful marketing document that advertises the candidate’s features and benefits to the prospective employer in a most persuasive manner. ResumeValueProp.jpg Value Proposition Analysis Buying Motivators (The Employer’s Bottom-Line Wants) 29 percent of the résumés suitably addressed the targeted employer’s buying motivators. When an employer retains a six-figure professional, the organization is essentially purchasing the candidate for a fixed annual price. As with any purchase, the buyer requires something specific in return. Candidates that understand this use a technique similar to a “sales proposal” that addresses the top- and bottom-line results that they can produce for the employer. Supporting Qualifications (The Candidate’s Bottom-line Offerings) For a candidate to connect with employers, the résumé must identify how he or she can help the company succeed. A full 81 percent of résumés included qualifications that supported the employer’s buying motivators. Evidently, most six-figure candidates understand the importance of highlighting their most impressive and relevant “features and benefits.” Most did not weaken their message by including qualifications that are not relevant to the employer’s specific needs. Added Value (The Candidate’s Distinguishing Value) The résumé needs to highlight the “unique offerings” that the candidate presents. This enables the individual to express why the employer should select him or her instead of another qualified candidate. Only 14 percent of candidates added supplementary value to distinguish themselves from their competitors.

*Graham Management Group (GMG), a Canadian firm specializing in career-transition solutions for executives, managers, and six-figure professionals, examined and analyzed 1,000 résumés submitted in 2009 to the group by senior-level Canadians. GMG performed the analysis by methodically applying validated strategic résumé principles and theories in a structured manner across all documents. We’re excerpting some results of this analysis over the next several weeks.