What NOT... Part 3 B&D

Relevance, Breadth and Depth, and Continuity

BREADTH AND DEPTH
Let’s cut to the chase, our world is obsessed with positive outcomes and results.  “Who won the game?”  “How much was the stock market up today?”  “What celebrity had multiple surgeries and now looks great?”

Resumes are no different.  Any good hiring manager, recruiter, or resume writer will validate the importance of accomplishments and results.  It’s not enough for a customer service rep’s resume to make a task-oriented statement such as, “worked with customers.”  That rep must share the result of working with those customers, or “Resolved dozens of customer complaints on a weekly basis.”  Taken even a step further is what I refer to as breadth and depth or B&D.

When advising on the importance of results driven accomplishments in the form of numbers, percentages, and increases I’m often met with a blank stare followed by, "I don’t have access to that information anymore,” or “my positions weren’t responsible for a lot of numbers.” I then reassure and explain that results aren’t always measured in numbers and percentages, but in breadth and depth.  To illustrate my point, I verbally share this comparative example:

Tasked Oriented:  Responsible for client programs and partnerships 

Results Oriented:  Developed and executed a national new product launch including a half million dollar promotional partnership in 383 fitness chain locations

B&R:  Developed and executed a national three-month Colgate new product launch including a half million dollar partnership with Bally Total Fitness gyms (383 locations) and featuring in-gym signage, demo days sample distribution, gym audits, and an online sweepstakes

It’s obvious the third bullet point better engages a hiring manager, but why?  It demonstrates the breath and depth of the client program and partnership by highlighting two recognizable brands, as well as the specific promotional vehicles and the online cross promotion.  It gives a hiring manager a more complete picture of what a candidate is capable of.
 

Caught Fish  Caught 445 lbs Yellow Fin Tuna

I’m certainly not saying that every bullet point in a resume can or should contain this detailed information.  When, however context around a result can be included it gives those evaluating qualifications and abilities a better understanding of the breadth and depth of experience. It tells a story and makes the job seeker’s background more interesting.   

From a manager’s perspective, the importance of B&R is demonstrated in the following recruitment anecdote:  I once asked a candidate to specifically elaborate on the “work cross functionally,” experience he had outlined in his resume, as it was an important requirement of the job.  His response and I kid not:  “My cross functional experience?  Oh okay well, every morning when I stopped in the cafeteria, I saw the same two guys from accounting talking about sports.  At first I thought it was just weird that they were always getting their coffee the same time as me.  One day they just said “hey” and I said “hey.”  We started talking every day and it was cool.  You know, because I’m in advertising and they’re in accounting...  Is that the kind of example you’re looking for?”  Ahhh, no.

Granted this candidate is in no way (thank you recruiting gods) representative of the norm. This however, is the very reason hiring managers and recruiters find it necessary that candidates provide more breath and depth on their professional experience.  What should this look like?  See below:


Task Oriented:  Work cross functionally


B&R:  Managed team’s daily interactions for seasonal promotional campaigns with various cross-company departments and groups including:  Sales, Advertising, Marketing, Community Relations, Public Relations, and .com


The B&R statement, of course, gives the hiring manager a better idea of what the job seeker means by “cross functional” and demonstrates the breadth and depth to which they’ve worked in this capacity.

As I’ve RANTED about in previous posts, resumes should tell a story that not only showcase professional accomplishments, but personality.  Providing additional breadth and depth to a job function is a great and necessary way to do this.  This makes a job seeker not only more interesting, but presents their experience in a more compelling way.

 

HIRING MANAGER:  “So I see here that you’ve partnered with Colgate on a new product launch.  Wow, that’s impressive!  What a great company.  I remember working with them many years ago on a new toothpaste launch and their internal process is….”

JOB SEEKER:  "Yes, I certainly can relate!  We had only a week to get the final signage out to 383 gyms and the brand manager went on vacation.  Who did you work with on the toothpaste launch?"

... and so a new professional adventure begins.