Curriculum Vitae [back to archive] Recently I've received a number of CVs or resumes from people seeking jobs in marketing and have been appalled at the poor standard of some of them. Despite all the books, courses, and other advice people (especially young people) receive about creating a good CV, there is still a lot of room for improvement. As CV compilation is not an area I have dealt with to any great extent I approached Steven Holmes, one of the UK's leading experts on the subject (http://www.cv-masterclass.com/) and asked him to answer my questions. Here is the result of our interview...with some excellent advice. Steve, thanks so much for your time and for sharing your expertise with us. First of all, what would you say are the most important factors to consider when preparing a CV?
"You should ask yourself what is the sum total of your professional assets that would make you credible and desirable for the kind of position you intend applying for. You MUST talk the talk and remember that your CV is about the future. The past is just to corroborate your case." What are the most common mistakes that people make when preparing a CV? "Following a lame template or format from your word processor or some dated internet advice - that makes you look stupid. Writing an original CV is a real challenge, one that you should devote a lot of time to mastering. Last minute cobbling together is another sure path to defeat." What are the most common points that prospective employers pick up on and appreciate in a CV? "Maturity and relevance would come first; evidence of achievement and value is also important; and, naturally, a good CV addresses what they say they are looking for with a certain amount of confidence and verve, without being too chatty or arrogant. The correct tone is professional." What are the most common points the prospective employers find off-putting in a CV?
"Boring, routine, irrelevant and robotic repetition of stale formulae would put most readers off. Unfunny over familiarity, garish designs and poor English would also doom you to the waste bin. There is no conventional grammar in a CV, but you have to make it "feel" like it has." What are your feelings on the "conventional" form of CV whereby work experience is listed in reverse chronological order? "Reverse chronological order is the normal and best way to present your career but that is not the only element in a good CV. Give far more emphasis to recent jobs and big employers and for each role show what you faced, how you tackled it and what the outcomes were. Break complex roles down so the elements can be understood and if you stayed with one employer for a long time, show your progression. Do not repeat minor functions copied from the job spec." How important is it for job seekers to adhere to this "conventional" format? "There is nothing conventional about listing your jobs if you also do the following things. a) There must be some kind of preface to the jobs: an introduction that captures your key assets with a brief caption and some substantiation as bullet point. b) This is not a horoscope, so do not use clichés about your personality: stick to knowledge, achievement and experience in this summary and use the jobs to expand on the picture you give of yourself as a contributor." In what, if any, circumstances is it appropriate to deviate from that "conventional" format?
"A good CV is intro (assets) plus corroboration (job narratives). This applies to everyone, but what you chose to feature in either section is what will carry most conviction in your professional arena. So plan and be selective. Long lists of dreary things that don't really matter will make you look stupid. Don't overdo the showcasing of your address, date of birth and education (unless education is your prime asset because you are a recent graduate.)" What is the best way to set out your skills in the CV? "Don't get chatty and start using the first person "I" to tell the employer what remarkable results you will achieve for them. Leave details unspoken and try to plant questions in your CV for an interviewer to ask you. The best approach, once again, is relevant assets listed out first, followed by an interesting career history." What other advice would you give about writing CVs? "Bring your CV up to standard now and refresh it every month or so. Career change is a work in progress and you never know who may ask you to "send in a CV". The covering letter: does it count? Recent letters and CVs I have received have made me cringe with embarrassment on behalf of the writer ... usually a student looking for either a temporary or permanent placement in a marketing job. The reason why is that so often the letters are totally "me" orientated ... all about what "I" have done and how "I" want to achieve this or that, usually ending on a none-too polite request for them to be informed of any vacancies. Why should I inform them of any vacancies? Not once in their covering letter do they say, or suggest, what might be in it for me as their prospective employer. Soft sell, not hard sell Steve doesn't feel quite as strongly as I do that covering letters should "sell" in any way, and of course he is right for the vast majority of cases. As you'll see from his comments below the sensible way to approach the covering letter is to abide by conventions of whatever industry you're in. If you're in any of the business communication industries, though, your covering letter will need to be "you" (reader benefits) orientated if it's going to attract the right sort of attention. Steve, in your view how important is the covering letter that gets sent out with the CV? "For some professions it is of no importance whatsoever. Many IT contractors don't bother. For most circumstances it is a common courtesy that shows your determination as a candidate and gives you a chance to talk about yourself in a lively way. Letters use full English grammar and can therefore adopt a persuasive tone, without going overboard of course." I feel that the covering letter can be helpful to sell a candidate, but then I'm just a copywriter at heart! Realistically, how important is it to use the covering letter as a "selling" device? "If used it had better be brilliant. If it's dull or simply repeats the CV in obsessive detail you will look stupid. In some professions, such as teaching, you may be expected to set out your philosophy. For most people the letter is simply a way of raising the energy and tempo of your application - showing your commitment and enthusiasm and demonstrating intelligence in your ability to summarise: what you are applying for, why your application is relevant, what your track record is and (in a muted way) what your future vision might hold. Do not overdo it." What impression should a reader be left with after having read the covering letter? "They should feel a burning desire to speak to you. Remember that they are looking to locate great candidates, not to dismiss mediocre ones."
Check out Steve's website here: http://www.cv-masterclass.com.
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