Why “build a brand” in the first place? Well, let’s face it and until an employer gets to know you, you’re nothing but a commodity. Therefore, you need to create for yourself what the marketing field calls a Unique Selling Proposition. In other words, you need to tell an employer why they should call YOU instead of the other candidates with just as much or more relevant experience. Your USP is your unique combination of skills, strengths, experience and education and it’s this combination that no one else has.
And you need to define your USP in your resume, which is your “30 second commercial” to a potential employer. Hiring managers receive 75 – 300 resumes for every position posted, and well-known companies can receive over 1,000 resumes for each open position! Therefore, it is imperative that you set yourself apart. Keep in mind, the resume’s job is not to get you a job; it’s goal is just to get you that first phone call.
In your resume, you should state in no uncertain terms what you can do for an employer. It’s not about what you want, “I’m looking for a company that can utilize my strengths and can offer me career potential.” Your summary statement should be all about what you offer them, “Having grown my sales territory by 42% in the last two years, I have developed a systematic approach to business development that works and can affect your bottom line in a matter of months.” It should be immediately apparent to a potential employer that it would be a safe bet to hire you.