When it comes to your resume, think about branding yourself like a product — then sell the hell out of it! Using the sales principle of “features and benefits,” be sure you are positioning your skills accordingly.
First, let’s highlight examples of features and benefits when it comes to a product, say, a refrigerator.
|
FEATURES |
BENEFITS |
| In-door icemaker and water dispenser | Easily access ice and water without opening the fridge, saving energy |
| Bottom drawer freezer | Be more efficient and organize food better |
| Coated stainless steel | Sleek design is also easy to clean |
So when it comes to your resume, chances are you have thought about the features, which may look something like this:
|
FEATURES |
BENEFITS |
| Led a team of 10 directors | (crickets) |
| Responsible for national advertising | (crickets) |
| Represented at several trade shows | (crickets) |
But the hiring director is going to want to see what results you’ve contributed to. So change the “benefits” section into “results” and show how you’ve made an impact:
|
FEATURES |
RESULTS |
| Developed two new services | Diversified our product offering, responsible for new lines of business and 15% growth. |
| Responsible for national advertising | National advertising resulted in 22% growth from 2011-2012. |
| Represented at several trade shows | Responsible for generating 10% new business via trade shows. |
Always think about yourself as a product. You have made a huge impact in your journey, and although it’s tough to get those “benefits” out of your head and onto paper, it’s critical to communicate how you’ve contributed to a company’s bottom line when looking to make a move.



