Differentiate Your Way to the Interview

Cans of bubbly, brown sugar water. Big stores where they sell hammers, plywood and toilet seats. Men’s black dress socks.

What is the difference? Coke or Pepsi? Home Depot or Lowes? Gold Toe or, uh…

The difference is all about the message the marketing teams of these companies create and blast out to the world. They tell us, through their marketing channels, ads, promotions and sponsorships, what they want us to know so we can make a distinction and a purchase decision. This is exactly what everyone searching for a new job must accomplish, too.

As I write this, we are in the final week of June. All those fresh, young college graduates have hit the market, ready to share their stories of internships, advanced PowerPoint skills, and, you can bet, excellent written and verbal communication skills. They all present themselves so similarly that a random selection from the electronic resume pile is probably as effective a way to select candidates as any other. The dart throw might beat the stock (uh, employee) picking.

So how do you differentiate yourself so you don’t seem like everyone else? Use current, marketable, valued skills and examples of times you have used them. This has not changed, but many people do not understand this vital, core deliverable of the effective resume.

Let me put it simply. You must tell recruiters what makes you special and different, not the same as everyone else. Answer this question: Why you? If you can make the case, you have successfully differentiated your way in the recruiter’s (read: buyer’s) mind. That can lead to the interview, a series of successful conversation, and a job offer.

If you want to be the human equivalent of a black-and-white generic can of “Cola,” just list your responsibilities and call it a day. If you want to stand out with a distinctive message and value proposition, if you want to be something an employer wants to buy, sell yourself with accomplishments and results. If you can do it, the interviews will come.

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Bill Florin is president of Resu-mazing Services Company. He has written more than 500 resume packages for clients since 2009.

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