In the previous series of articles , I started from the assumption that we had already gotten a job interview, and gave advice to succeed in all phases of it. However, to get to the point where we are welcomed into a company, it will first be necessary to stand out from the mass of candidates that the HR manager has on the table . And we achieve this in two ways: with the curriculum vitae and with the cover letter . In this article we are going to focus on the first of these elements.

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The job search is very similar to the sale of a product, but focused on "selling" yourself. Therefore, we must use techniques similar to those that a company would use to market a product or, adapting them to the particularities of personal marketing. Thus, a CV could be assimilated to a traditional brochure, in this case being the candidate that you want to promote.

Personal marketing on the resume

Following the analogy and focusing only on the fundamentals, if you look at any information brochure for a technological product, what stands out is not its technical specifications, but the added value it offers to potential buyers. That is, what tangible or intangible advantages and values it can provide to the acquirer. Also, since potential buyers are bombarded with advertising messages, the message must be short, clear and direct , or no one will read it. Finally, the same product can be sold differently depending on the audience to which the ad is directed: it is not the same to sell to young people than to middle-aged urban men, for example. In marketing you always have to adapt the message to the medium and the target audience . In any case, it must be an attractive message that takes care of the appearance and the forms.

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In the same way, to promote ourselves and "sell" our skills, in our curriculum we should proceed in a similar way. We will briefly review each of these key marketing points.

Value added

It is important to indicate what we can offer to the company that is evaluating the possibility of hiring us. Depending on what each company is looking for, they can be different things. Thus, it is necessary to make a list of qualities that we honestly possess: tenacity, the ability to work in a team, being decisive, passion for technology, a taste for being up-to-date, the ability to explain, the ability to learn ... There are thousands of possibilities. Note that I am not referring to knowledge or skills, but to personal qualities that we possess and that a potential employer may be looking for.

Among all your technical skills , select those in which you really stand out and motivate you to work. If you have more experience and interest in working making Web applications, highlight it in the professional profile against other issues.

There are still some more issues, not related to your knowledge or skills but capable of adding value on your part to a company. They are things like: do you actively participate in an Open Source project? Do you write your own blog and keep it updated? Do you have any official certification? ... All these things will undoubtedly highlight you from 99% of the competition for the position, since most of the candidates will not be able to say the same. And all of them show involvement, interest, passion, ability and many other differentiating qualities. Do not forget to put it.

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A selection of the personal qualities together with the summary of our specific capacities (more technical) and other relevant data for the position will constitute a good professional profile, with which we should open the curriculum. It will serve as a summary for those in a hurry, and the goal is to attract attention and make them remember us. You should not extend yourself too much. At most four lines should arrive.

Short, clear and direct

It is important to be brief, clear and direct . A CV should never occupy more than two sheets at most (two sides) at normal letter size and without squeezing the lines to fit in that space. If someone wants more details, they will already ask for them in the interview, but taking into account the amount of resumes that the interviewer will have to review, surely nothing that is too long will be read. So do not count your entire life: stand out only more relevant and worth highlighting from everything you have done. Try to use short sentences and avoid "literature." This implies using lists of points in the text, and highlighting the beginning of each section well.

The typical resume that everyone writes is limited to chronologically listing the studies, the companies we have been in and the skills we have. A modern and well-done curriculum is closer to a functional style, in which we give preference to the areas we master over the typical chronological structure . It reflects those skills in which you are better and may interest the company, and especially those that you enjoy when working, or you will end up doing a job that does not interest or motivate you.

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Do not lie . It is clear that one should sell a little, but you should never lie. Sooner or later you will be caught lying. If they discover you in the interview, go saying goodbye to this position and the futures that the company takes out. If they do it once hired it will be even worse, because you will have a bad reference for later work. It is better to be honest, highlight what makes you special and, if you are asked in the interview about a deficiency, give the clear feeling that you can remedy it.

What is indicated in temporal order is best done starting with the most recent . It is incomprehensible to find CVs of people who start by telling you in which school they did elementary education and in which company they worked back in 1997, something that will surely have little relevance today (and more so in our sector). If you put it, do it last, and try to have a good reason for it. If not, it directly ignores these data.

Tailor the message

Most people create a single resume, which is a mistake. Just as a company must adapt its marketing messages to the medium and target audience, a candidate must adapt their CV to the job offer or the type of company they aspire to enter. Thus, it is not the same to send a CV for a programmer position than for an analyst, to make web or desktop applications, to a large consultancy or a SME , etc ...

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The idea is to conceive the curriculum as a modular document, in which we can remove or put pieces as necessary. At a minimum, we should have several versions available of our professional profile and of the functional sections of professional experience, thinking about types of position and types of company.

For example, if we choose a Web developer position, we will have to highlight very different issues than if we choose to be programmers of management applications. If we want to go to work in an SME and we use all the techniques that we master of working in large teams and compliance with CMMI level 3, it is most likely that we will scare them away and they are not interested in our profile.

Having several options for each functional area and skills, and choosing well in each case which ones to use, it will be a matter of copying and pasting in each case. It is a pity that most of the job search portals on the Internet do not facilitate the creation of this type of modular CV.