Resumes and Cover Letters

Resumes and Cover Letters

Purpose of the Cover Letter…. To provide specifics relating to the job To demonstrate your ability to write for business To demonstrate your understanding of marketing

The look of the cover letter can be just as important as what it says.

Return Address Box • Place at the top of your stationary – Just like corporate letterhead • Include your name (Sounds silly but some fail to include it) • Use 12 pt type – perhaps as large as 16 pt for your name

John Kastner • 123 Main Street • Baltimore, MD 21204 • (410) 123-4567 • October 14, 2008 • Mr. James Smith • 126 E Lake Ave • Baltimore, MD 21212 • Dear Mr. Smith: • I am excited at the opportunity to be considered for the position of Junior Copywriter at your organization. I learned of this position through your placement in the Baltimore Sun of Sunday, March 26, 2006. • Sincerely • John Kastner

Recipient’s Address Box • Full name and title • Business Name • Street Address • City, State and Zip

John Kastner • 123 Main Street • Baltimore, MD 21212 • (410) 123-4567 • October 14, 2008 • Mr. John Smith • 126 E Lake Ave • Baltimore, MD 21212 • Dear Mr. Smith: • I am excited at the opportunity to be considered for the position of Junior Copywriter at your organization. I learned of this position through your placement in the Baltimore Sun of Sunday, March 23, 2008. • Sincerely • John Kastner

Greetings • Mr. or Ms. • Greetings • Dear “first name and last name” • Dear Ma’am – This is a no-no… • as is “To whom it may concern”

John Kastner • 123 Main Street • Baltimore, MD 21212 • (410) 123-4567 • October 14, 2008 • Mr. John Smith • 126 E Lake Ave • Baltimore, MD 21212 • Dear Mr. Smith: • I am excited at the opportunity to be considered for the position of Junior Copywriter at your organization. I learned of this position through your placement in the Baltimore Sun of Sunday, October 12, 2008. • Sincerely • John Kastner

Body Text • Single space only • Paragraph break – extra line space or indent – no need for both • Use same font throughout • Use Block Format

John Kastner • 123 Main Street • Baltimore, MD 21212 • (410) 123-4567 • October 14, 2008 • Mr. John Smith • 126 E Lake Ave • Baltimore, MD 21212 • Dear Mr. Smith: • I am excited at the opportunity to be considered for the position of Junior Copywriter at your organization. I learned of this position through your placement in the Baltimore Sun of Sunday, October 12, 2008. • Sincerely • John Kastner

Do This • I am excited at the opportunity to be considered for the position of Junior Copywriter at your organization. I learned of this position through your placement in the Baltimore Sun of Sunday, March 26, 2006. • I am excited at the opportunity to be considered for the position of Junior Copywriter at your organization. I learned of this position through your placement in the Baltimore Sun of Sunday, March 26, 2006. Not This I am excited at the opportunity to be considered for the position of Junior Copywriter at your organization. I learned of this position through your placement in the Baltimore Sun of Sunday, March 26, 2006. I am excited at the opportunity to be considered for the position of Junior Copywriter at your organization. I learned of this position through your placement in the Baltimore Sun of Sunday, March 26, 2006.

Body Text Paragraph One Name of Position you are seeking How you learned of the position Paragraph Two Specific skills and experience that relate to the position Paragraph Three Additional skills or experience if necessary Paragraph Four Call to action

Paragraph One I just learned of your Director, Communications position on the IABC website and am interested in hearing more about this opportunity. Please allow me to share my qualifications.

Paragraph Two I am a communications leader and strategic thinker with tactical know-how and more than 20 years of success in Integrated Marketing Communications, business and technical writing, advertising, sales promotion, public relations and special events management. I offer you my ability to define and drive the optimal processes for the development of effective integrated marketing/corporate communications.

Paragraph Three I manage a staff of 16 communication professionals, an annual budget of over $7 million and have achieved significant recognition for my tactical ability in planning, writing, and developing hundreds of newsletters, magazines, print ads, radio and television ads, speeches and marketing collateral. I have lobbied the Maryland legislature on the behalf of my employers and I continue to serve as an adjunct instructor, teaching various Business Communications courses at area universities.

Paragraph Four Perhaps you will allow me the opportunity to present to you, in person, what twenty plus years of marketing and communications leadership and success can do for you. You may contact me at my office on 410-123-4567. Thank you very much for your consideration.

Closing • Sincerely, Thank You, Sincerely Yours • Don’t forget to sign the letter • Placement -- Left, Center or Right

John Kastner • 123 Main Street • Baltimore, MD 21212 • (410) 123-4567 • October 14, 2008 • Mr. John Smith • 126 E Lake Ave • Baltimore, MD 21212 • Dear Mr. Smith: • Perhaps you will allow me the opportunity to present to you, in person, what twenty plus years of marketing and communications leadership and success can do for you. You may contact me at my office on 410-123-4567. Thank you very much for your consideration. • Sincerely • John Kastner

Some Previous Observations • Formal business letter – not a memo. • Never lead with a negative: “As you will note from my resume, I have not yet encountered much experience in this field.” • I learned of this position from a friend. Doesn’t this sound very passive? • Be strong – not weak: “Hopefully, my strengths will show in my resume that I will be essential…” • Internship = What they can do for you / Employment = What you can do for the company.

Previous Observations(continued) • Keep your paragraphs to 3-5 sentences only • “Please review my attached resumes” Give them a reason! • “Please contact me on my home or cell phone.” Which One?. • Don’t use e-mail as your primary means of contact – remember that employers need immediate feedback. • No need to introduce yourself (i.e., My name is …..)

What is the Purpose of a Resume?

To get an interview - not a job! • Set yourself apart from the thousands of other applicants • In short, you are a product and your resume is your advertisement

First Step to Success... Avoid the Knockout!

The key is to avoid “the knockout” • Initial goal is to be not eliminated from consideration. • That is why employment ads sometimes include required information, such as employment level, salary - • An employer spends approximately 20 seconds on each resume before knocking it out. Therefore, points must be made quickly. • Remember: Resumes are used to secure interviews - not jobs - so be direct and to the point.

Reasons for the knockout: • Work objective is incompatible with current opening. This happens because one resume is often used for every job opportunity. • Inappropriate or insufficient education: Don't let this top you. If you are qualified, send it in anyway and tell them upfront why you are an exception. • Incompatible salary requirements: If they ask for it, tell them. Otherwise, avoid any mention of salary. • Geographic restrictions: Employer from DC may have had bad experiences with people from Baltimore. • Poorly organized resume - sloppy, hard to read: When I was asked to do the first cut, this was one of my pet peeves.

Reasons for the knockout (continued) • Job jumping: Employment placement is extremely expensive and time consuming - from placement service at 30 percent to print ads and review time, not to mention training. • Career Changes: This can be a red flag to some. • Too many pages: With hundreds to review, this may get you thrown into the trash • Gaps in work history: Big red flag – Can be a sign of lack of ambition or inability to hold a job. • Age

Great! You Avoided the Knock-Out……. Now What? • Sufficient level of experience • Is the experience appropriate • Does candidate have sufficient breadth of technical knowledge • Is candidate missing any vital experience • Is there a solid record of accomplishment • How does the candidate compare with others.

Common Resume Writing Myths

Common Resume Writing Myths • Resumes should never exceed one page in length • Larger resumes better describe qualifications and are more effective • Unique and unusual resumes attract attention • Content is more important than style • Exaggerate accomplishments - Nobody ever checks • Listing references is important

Common Resume Writing Myths (continued) • Listing hobbies is important • Indicating one's status as married conveys maturity • Personal photos improve resumes appearance • Use of salary history on a resume can enhance your image • Cover letters are not important • Include letters of recommendation to enhance the package

Types of Resumes • Chronological: More text - paragraph style • Linear: Very similar, except that the experience is laid out as bullet points. • Most common format used today • Provides, logical, easy to follow format • Easy to prepare • Allows job hunters to emphasize growth • Allows you to highlight continuity • Functional: Can look similar to the above, but deliberately leaves off dates

Your Resume Format Means Everything!

Name Block Name – Formal version Address – Current vs. Permanent Phone – use only one e-mail – Not preferred – Website would be better

John Kastner • 123 E Main Ave -- Baltimore, MD 21212 -- 410-123-4567 • Objective: Seeking a challenging position in copywriting which can lead to future advancement within the company • Education: Towson University, Towson MD - 2002 – 2006 • BS, Mass Communications, Minor in English • Expected Graduation in Spring 2006 • Experience: ABC Advertising Agency, Towson MD January 2005 – Present • Internship • Experience and Accomplishment #1 • Experience and Accomplishment #1 • Experience and Accomplishment #1 • DEF Public Relations Agency, Baltimore, MD June 2004 – January 2005 • Internship • Experience and Accomplishment #1

Objective • Purpose of Objective • Alternative is a “Professional Summary” • General versus Specific • Too broad: “To obtain a job in which I can help a company advance to the next level, with my skills and qualifications in communication”

Good Examples of Objectives • An entry level sales position • An entry level management assistant leading to advancement • An entry level position in public relations • An entry-level sales position in radio advertising • Position in brand management in the food area • A position as a media buyer

Not So Good Examples of Objectives · To gain a position which will utilize my educational background and my practical experience. · Utilize my past experience when dealing with the public to increase the morale and team spirit of a company. · To incorporate my communication skills into a program that can achieve a desired objective. · To obtain experience in communications where I can increase my skills in the field. · To acquire new knowledge, skills and insight which will enable me to pursue my career as a successful CPA.

Here’s a Good Objective “Seeking a challenging position as a legal assistant, which provides an opportunity for both greater responsibility and future advancement.”

Education or Experience: Which comes first? Education B.S. Mass Communications 2007 Towson University Towson, MD High School Diploma 2003 Calvert Hall College Towson, MD

Experience • Reverse Chronological Order • Name, location and dates • Position and title • Use verbs that show major accomplishments • Format is important; provide easy access to important facts

Need More Room? Reformat! • Objective: • Seeking a challenging position in copywriting which can lead to future advancement within the company • Education: • Towson University, Towson MD - 2003 – 2007 • BS, Mass Communications, Minor in English • Expected Graduation in Spring 2007 • Experience: • ABC Advertising Agency, Towson MD • January 2005 – Present • Internship • Experience and Accomplishment #1 • Experience and Accomplishment #1 • Experience and Accomplishment #1 • DEF Public Relations Agency, Baltimore, MD • June 2004 – January 2005 • Internship • Experience and Accomplishment #1

Experience Section -- Items that need Work • · Helped design and distribute company newsletters • · Create press releases for local and state publications • · Organized voter registration for high school students • · Met with University president at weekly meetings • · Kept inventory of office supplies • · Production of program booklet. • House sat for neighbors various times • In charge of over 10 employees • Student Athlete

References? NO!

Let’s Build a Resume Together

Scanned Resumes and Electronic Submissions

Scanned Resumes • Use while or colored paper, printed on one side only • Avoid dot matrix and low quality copies • Do not fold or staple • Use standard typeface, such as times, helvetica, courier • Don't condense spacing of letters • Use font size of between 10 and 14 pt. • Use boldface and all caps sparingly • Avoid fancy treatments, such as italics and underlining • Avoid vertical and horizontal lines, graphics or boxes • Avoid two-column formats • Place name at the top, on a single line • Use standard address format below name • List each phone number on a separate line

Resumes and Cover Letters