The job search for those pursuing the next step in their careers can be arduous and labor-intensive, particularly in the digital realm. Many people who are seeking new opportunities are open to several vocational paths.
A technology professional might consider offers for both IT management and digital innovation leadership. A business executive could be ready for a move in either corporate strategy or sales leadership. Clients often come to me requesting a single, generalized resume that can be used for all types of applications, a simplified approach to maximize their time.
However, this is a flawed strategy and is likely to waste time in the long run. The best method for producing interviews involves using targeted resumes for distinct jobs, with each resume clearly demonstrating the value offer for that role.
That said, there are situations where a single branded resume can be effective—for example, when the roles being pursued share a strong common thread or sufficient overlap to make a unified approach feasible. For instance, a CEO exploring both CEO and COO opportunities might benefit from a singular resume, as the required skills and experiences are often closely aligned.
Consider the case of a past client who initially sought a resume tailored for senior executive operations roles. Together, we developed a comprehensive document that highlighted his operational expertise, leadership scope, and achievements. While the resume was crafted specifically for operations-focused opportunities, he applied to 34 positions, only five of which aligned with the intended target roles. The remaining applications spanned unrelated fields such as financial planning, product management, and business strategy, which ultimately diluted the impact of his tailored resume and reduced his chances of success.
So why doesn’t a general resume work? There are several key reasons:
1. Most companies nowadays leverage applicant tracking software to scan and discard most resumes before they are presented to a human. In addition, with artificial intelligence being employed more intensively to pre-screen applicants, a general resume is liable to lower your chances of reaching the person who decides whether or not to interview you.
To pass the screening and move to the next step in the company’s hiring process, your resume needs to include “keywords,” which cover competencies and attributes defined by the company for the position at hand. Those keywords will be aligned with the job function and proficiencies the employer has deemed necessary. In a targeted resume, these keywords will be sprinkled throughout the document with locations including the skills section, the introductory paragraph of your executive profile, duties under the experience section, and/or bulleted achievements.
2. Employers prefer applicants who appear to be pursuing the precise type of role for which they have an opening. You need to present yourself as the ideal candidate for their available position.
A generalized executive resume that covers numerous functions without narrowing the achievements to fit what the employer seeks will not be most effective. Hiring managers want an applicant who presents as focused with a planned career trajectory, rather than someone who seems not to know exactly what they want to do. Therefore, even if you are striving for a company through networking with professional and personal contacts, foregoing the digital application route, a one-size-fits-all resume method is still sub-optimal. (Note, I also recommend a different resume style for networking purposes.)
3. You need to maximize your resume “real estate,” the space you have to market yourself, typically two to three pages. Rather than incorporating details across multiple disciplines related to skills, accountabilities, and successes, if you customize your resume, you have more space to provide the information that is most relevant for the selected role. This helps ensure that your resume contains adequate white space to avoid a crowded appearance and provide an appealing layout and flow of information, including achievements that make you stand out among competitors vying for the position.
What are the solutions? You have several options:
1. If the jobs in which you are interested are somewhat related, you may be able to have a single “master” resume, which you tweak for different capacities. For example, if your desired range includes project management and product management, you could tailor a single resume for specific open positions. How do you do this?
Once you have a master resume and are ready to adapt it to each closely aligned, available role, look to posted job descriptions, paying close attention to the major priorities and the company’s requirements. If you seek a Chief Strategy Officer post, terms may include “strategy development” and “strategic planning,” among others. For marketing, a few keywords might be “market research,” “digital marketing,” and “campaign management.”
The simplest way to ensure those terms are included in the resume is to tweak your “skills” section, which may be titled something else, like Key Competencies or Signature Talents. Of course, this will require a bit of extra time on your part, but in the end, it will have been worth the effort.
2. If you will be applying to distinct and disparate positions that are not closely linked, such as those of my above-mentioned returning client, I would recommend separate resume versions, each written for unique functions. That’s not to say that you can’t or shouldn’t reference related value-added talents, but the major focus of each resume needs to be illustrating your proficiency in one key disciplinary field.
Ultimately, your resume is a marketing document, designed strategically to tell the professional story of you with the objective of securing an interview. Be sure you are marketing yourself effectively to the people hiring for the job you want by targeting your resume content.
Do you need help in creating a compelling resume? We’ve got you covered. Contact us today to get started.
