Create job excitement by turning your resume into a true marketing document.I was reviewing the past post from Guy Kawasaki and I noticed another point that he made in his post on getting the job that you really want. It had to do with resumes

The point that Kawasaki made reminded me of a concept written by Jeffrey Fox in his book entitled “Don’t Send a Resume”. In that book, Fox recommends that we get rid of the “Objective” part of the resume. Guy Kawasaki recommends the same thing. The reason that both of them recommend the removal of the “Objective” section is that you have limited time to capture your audience’s attention and the “Objective” section is an outline of what your objectives and targets are.

Your prospective employer doesn’t care about what you want. Do you really want to open your marketing material with something that your target audience doesn’t care about?

While I was undergoing training for being an instructor, one of the things that came up constantly was that nobody cared what we wanted. During our training sessions, invariably one of us promising instructors would say something like, “… and now I want you to do…” and from the back of the room, the master instructor would yell out in a loud, booming voice, “Nobody cares what you want!”

I’ve heard this constantly in my sales training as well. When you sit down to consult with your clients, they really don’t care what you want. They don’t care that your feet are sticking through the floorboard of your car, if our kids have soccer practice at 5:30 or if you haven’t slept for the past 4 days. They only care about solving their current problems and will listen to your sales presentation only as far as it will help them solve those problems.

The same principle applies to the job search. Your prospective employer doesn’t care what you want. They only care about what they want. Just like the client in the sales process, they want to know how to solve their problems and if you can help them solve it.

The third human relations principles we teach in the Dale Carnegie program is arouse in the other person an eager want.

To make this happen, you will need to ask some questions and do some serious listening to understand what your audience really wants. Once you have an idea about what they want, you can use your resume to show how your strengths and skills will help them get it.

If you can help them do that, you are one step ahead in the employment game.