If you are subscribing to this blog or even taking a few minutes to read it, you must have some connection to the world of marketing and advertising. In my experience, most marketers apply their industry discipline to all facets of their life. If they volunteer for the local Outing Club, PTO or even a more formal Board of Directors they are probably putting on their marketing hats. As you watch television you grade the ads you see and their effectiveness. Who is the audience? What is the message? Was the message relevant to the audience? Was the message compelling? On and on it goes.

This behavior is far too often contradictory when it comes to applications I receive from marketing professionals. I know it's always more difficult to apply what we know to ourselves, but it is critical that this exercise take place. Once you reach a certain point in your career, gathering all of your experience on 2-3 pages of a resume is impossible. Don't convince yourself, "Well I explained my relevant experience in my cover letter". It's too often cover letters and resumes don't appear to have come from the same person. If you are going to apply for a position online, take the time to go through some basic marketing exercises. It's highly unlikely your resume reflects exactly the experience you have that is relevant. Rework or adjust your resume for every position you are considering.

So, if the cobblers kids do have shoes, you are all set. If not, just a simple bit of advice: next time you apply for a position, take the time to pretend you have 30 seconds to capture the audience - if one of your peers was watching it, what grade would they give you?

Best, 

Matt