Misconception 2: Resumes Get Jobs
This is the second in my series of Misconceptions About Resumes. Many people misunderstand the role of a resume in their job searches. If I had a dollar for every person who told me, “I’ve sent out lots of resumes, but I haven’t gotten any calls”, I’d be a very rich person. Resumes DO NOT GET JOBS. Your resume helps you get a job.
How often do you respond to your junk mail? Marketers call that junk mail “direct mail”. When you click on the apply button on a job board or on a company website, you are essentially executing a direct mail campaign. It is generally believed that direct mail campaigns get a 0.5% to 2.0% response rate - and more recently that it takes about 5 “viewings” for someone to notice a direct mail piece. With those response rates, it is not a dependable way to find a job any more than “direct” mail can be depended upon to sell a product or service. It can be an effective part of a job search strategy, but unfortunately too many people make it the major - or only - job search effort.
Furthermore, in sales, brochures, fliers, samples, etc. are called marketing collateral. The dictionary defines collateral as “additional to and in support of something; accompanying or additional but secondary.” The point is that when you are looking for a job, you are the product and your resume is your marketing collateral. Think about it. No one ever sold anything by simply dropping off their 12 page glossy brochure. In effect, that is what you are doing when you just send out your resume.
You still need a good resume. Your resume, done properly, may get someone’s attention. But more likely, you need to get someone’s attention and then, having gotten their interest, back it up with your resume to keep their attention. That’s when they are ready to dig into the details. What does get jobs are effective networking, a well-planned well-executed job search, good interviewing skills, and a great professional self-presentation. Having a good resume is essential to the process but not sufficient.
Some people may need to have a bio in addition to a resume. A bio is also marketing collateral and serves as a lead-in document. It is an interest-getter that is especially useful in the networking process. In initial sales calls, the representative often starts with a short introductory or “leave behind” flier - just enough to cover the highlights - because until he or she has the customers interest in the product or service, there is absolutely no interest in the detailed features. Do you see the parallel with your resume? Do you need to change your approach?
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