Special Marketing Documents that Promote Careers
Create special marketing documents to focus attention on specific aspects of your professional qualities and achievements. These career marketing documents can attract extra — and positive — attention from potential employers. Most competitors won’t prepare documents like these; doing so helps you position yourself to win the prized job:
Accomplishment sheet: A succinct look at your greatest qualifications
Leadership addendum: Actions you took to solve specific business problems
Checklist comparison: How you stack up to the requirements of the job
First 90 days forecast: What you project your early achievements will be
Reference commentary: At-a-glance endorsements of your selling points
Here’s a closer look at the special marketing documents that can further your career. (Most of the document samples included here probably work best on paper, but you can e-mail your document a MS Word or PDF attachment.)
The accomplishment sheet commonly takes a full page to detail the particulars of a candidate’s impressive qualifications. An accomplishment sheet can be packaged with a resume, handed out at job fairs or in networking groups, or left behind after an interview. An accomplishment sheet is also called an accomplishment statement, a proof of performance, or a capability statement.
The following sample of an accomplishment sheet is built on an eye-catching design to lasso attention. It puts together branding statements, qualifications, skills, achievements, a quote from the candidate’s performance review, and honors.
The accomplished job seeker wants credit for all she’s done. The leadership addendum solves this dilemma. The force behind the addendum, and the force behind a great resume, is the same: compelling proof that you can solve your target company’s problems.
In the addendum, your skills come alive in story form — specifically, a story about your value. The multiple headlines capture the reader’s interest. Your description of the problem you solved, the actions you took, and the payoffs you got make the reader think: “I need someone like that!”
No document more directly links a candidate’s desirability for a position than a thorough comparison of requirements and qualifications. Make your case by deconstructing a position statement, line by line, and then detailing how you fill the bill, again line by line. Some checklist comparisons can run many pages, but this sample is only two pages, plus a cover sheet.
This sample and the next two document samples describe the same candidate, Amanda Duvall, and the nonprofit agency job she seeks. Create an eye-catching cover sheet that specifies the purpose of the document:
Keep your checklist accomplishments succinct; it’s a checklist, after all. You can provide further details during an interview:
First 90 days forecast
The critical period in a career move often is said to be the first 90 days, a honeymoon period that allows the new person to get a good start. Entire books have been written about how to forecast the first 90 days in a job, but the actual document tends to run between 5 and 25 pages, headed by an executive summary, such as the one shown here.
The purpose of preparing a projected early achievements paper is to show hiring decision-makers that the candidate truly understands the requirements of the job and the level of performance expected.
The reference commentary is a two- to three-page — plus cover — document of short testimonials, each only one to five sentences. It is similar in style to signed blurbs that appear on book jackets.
The reference commentary is a first-impression marketing tool; it supplements but does not replace full letters of reference from former employers and associates that you may need when hiring is imminent.
The following sample illustrates a cover and the first page of a reference commentary.