Content of a great marketing resume
A good marketing resume should be well written and formatted, one page long, defining your unique value proposition, and detailing your employment and education. Depending on the company and job, you could also add an interests and hobbies section to your marketing resume.
It’s ironic, but even though they know how to sell products and services, so many marketers have a hard time selling themselves. It can often be difficult to steer the limelight inward, but creating a great resume is a skill all marketers need to advance their careers.
How To Write A Marketing Resume
If you are a marketer whose resume could use a bit of polishing, don’t worry. With just a few resources and some actionable tips from hiring managers, we’ll help you create a truly impressive marketing resume that will stand out from recruiters.
These free resume templates Sample copy for 10 of the most popular marketing positions. Check them out and use the pointers below to customize your resume and lift it above the rest of the pile.
1. Know your target audience.
You never start a marketing campaign without knowing who you want to reach. This is because the other decisions can be made more easily once you know your target audience.
The same logic applies to your resume. Knowing who is going to read it and what is important to them can help you style your message accordingly. To do this, you need to think about the type of job and company that you want to work for.
Ask yourself questions like:
- Is the job purely inbound marketing or does it require both traditional and digital work?
- Are you going to become a specialist or a generalist?
- Who is the employer – an agency with an already vibrant digital marketing team or a small business looking to harness the power of social media to increase sales? Or is it a marketing department in a large and established company?
Once you have outlined what is most important to the company and the position you are applying for, you can carefully target them on your resume. They know what skills or traits to highlight, what keywords to use, and what parts of your background are most interesting to the hiring manager. (For guidance on what skills different marketing roles typically require, check out this blog post on Marketing Job Descriptions. You can borrow phrases from these for your own resume.)
2. Define your unique value proposition.
You have a unique mix of skills, traits, and experience that sets you apart from any marketer. To create a truly effective resume, you need to define exactly what that unique mix is - we call this your value proposition.
Think about what sets you apart from other marketers in order to develop your own value proposition. Is it your in-depth knowledge of marketing analytics? Your ability to make compelling headlines? Maybe your talent is at creating compelling videos? Or do you have an impressive track record of using social media to drive sales growth? Whatever it is, you can use it to make your resume stand out from the crowd.
Your value proposition will depend to a large extent on the types of positions and companies you are targeting. Companies large and small often look for completely different skills, as do companies in different industries. So when you think about what makes you uniquely valuable and how that ties in with the jobs you are applying for.
3. Determine your messaging strategy.
It is important that you determine your messaging strategy before writing a single word on your resume. That’s what you do when you’re running a marketing campaign, right? Here are some things to think about:
- What’s the best structure for your resume to highlight your value proposition?
- What keywords is your ideal employer looking for?
- How can you provide real-world examples of your value proposition in action? (Think about campaigns you’ve run, social media achievements, ideas you’ve come up with, etc.)
- What’s the best layout and design to reinforce your message?
All of these decisions should be made before you start writing, and they should all be made with your audience in mind. That way, you can be sure that when potential employers read your resume, they will immediately strike a chord.
If you want an example of great messaging on a resume, check out the Digital Marketing Executive resume example on our resume Free downloadable resume templates. Check out the progression of the roles and the key accomplishments in those roles – he tells his career story while making him look exceptionally skilled.
4. Make sure your resume is shown.
If you don’t already have a connection with the company you’re applying to, you will most likely need to apply through a computer system. This process makes it so important to upload it in a format that will allow all recipients to read it as a PDF as intended. That way, none of the original formatting or spacing is lost in translation, which makes it really happy to read from a recruiter’s perspective. Although they still have access to your resume, confusing formatting can distract them from the content.
Many popular applications have similar save or export options that ultimately allow you to save as a PDF. The most common are Microsoft Word and iWork pages:
- Microsoft Word: Choose File> Save As Adobe PDF
- iWork pages:: Choose File> Export To> PDF
Once you have sent your resume, the computer service will search it for relevant keywords pre-programmed by the recruiter. The system will then either “pass” or “fail” you depending on how many keywords and phrases are in your resume that match the recruiter’s requirements.
Don’t worry: even if you “fail” it doesn’t mean that your resume will never be seen by a real person. But it doesn’t look good either – so try to predict what keywords the recruiter will be looking for by writing down any skills that are relevant to the job description.
Keywords to include may include the names of the social media websites you use, analytics or CRM systems you know, and software or SAAS systems you know. Make sure you’ve included these terms on your resume as seamlessly as possible (if relevant), and add any outliers to the bottom under “Technical Skills” or “Digital Marketing Skills”.
9 things hiring managers look for on your marketing resume
Sure, computers can be used in the initial screening process, but it is people – with real feelings, annoyances, hobbies, relationships, experiences, and backgrounds – who ultimately read and evaluate our resumes.
They are also the ones who get annoyed when we don’t put our employment record in chronological order. who simply don’t feel like reading paragraph-length job descriptions; and who gets excited when you went to the same college as them. To get a feel for what really matters in a marketing resume, I asked some hiring professionals what they really care about when it comes to resume scanning. Here is a glimpse into the tips they gave me. (By the way, don’t miss what they said about cover letters at the end.)
Limit your resumes to one page if you can. It takes six seconds for managers to be hired to decide whether they like your resume or not. If you do, you will read on. If they don’t … well, move on to the next one. So chances are they won’t even get to page two.
In some cases, bleeding to another side is fine, especially if you have a lot of really relevant experience. But when you have to do that, just don’t cross two pages. Remember, recruiters can always see the full history on your LinkedIn profile. (Because you completed your profile on LinkedIn, right?)
The formatting speaks to how candidates collect their thoughts and organize their ideas. Andrew Quinn, Vice President of Sales Productivity and Enablement at HubSpot said, “A candidate’s résumé is their ad to me. How do you structure this ad so I get a clear picture of what they’re capable of?”
There’s a fine line, however, warns Emily MacIntyre, manager of operations and strategy for the marketing team. “If you’re too far from normal formatting, your resume will be difficult to read and understand. Don’t get creative enough to make your resume hard to digest.”
Below is a snippet of a 2 page resume with excellent formatting that is easy to read. If you like the format and want to use it as your own, please see ours Here you can download CV templates for free under “Digital Marketing Strategist”.
Here’s another one, this time a one-page résumé from a student looking for an internship. If you like the format and want to use it as your own, please see ours Here you can download CV templates for free under “Inbound Marketing Intern.”
To explore other resume formats, Download our free resume templates.
The creative among you might be asking, “What about infographic résumés?” Here is the general consensus: Don’t do an infographic resume. Every hiring manager I’ve spoken to advised sticking to the classic résumé form rather than infographics or other formats.
“Infographic resumes are bogus,” says MacIntyre. “We value creativity unless it’s excessive and difficult to follow. Keep it simple. Everyone appreciates a simple resume. If you’re a designer, show off your creativity with a cool portfolio website in addition to your simple resume.”
Below is an example of a creative format that is still easy to read and understand. It was created with the Apple desktop app iWork Pages, which can be exported as a PDF so that none of these beautiful formatting gets mixed up during translation.
3. Writing quality
Hiring managers ditch résumés with misspellings – but the quality of writing goes beyond simple misspellings. Writing and presenting data in a meaningful way is an important skill for any role, from blogging to engineering.
Are the details that hiring managers are supposed to know about you easy to consume? Do you use succinct sentences to convey your achievement and accomplishments? Are your tenses consistent (with the exception of the current positions)? Is your language full of buzzwords or does it sound natural? Make sure you use the first person without the “me” or “mine”? (See # 11 in this blog post to understand why that’s wrong.)
“The formatting, spelling, syntax, and structure show an eye for detail,” said Quinn. “This is important for any job, especially if you are applying for a job where attention to detail is important.” If you are applying for a writing position, this is even more important.
Hiring managers want to know if you need to move. If you already live close to the company office, great! If you had to move, things get a little more complicated. Technically, hiring managers can’t ask you directly where you live. However, leaving out the location will raise the eyebrows. Even P.O. Boxing is a little doubtful.
If you need to move, you should still include your current out-of-town address on your resume, but be prepared to answer questions about your move status in an interview. If the company doesn’t offer moving packages, can you still afford to take the job and move? If not, you may be wasting time.
5. University / graduate school and major / concentration
What is more important: where did you go to school or what did you learn?
It depends on the position you are applying for. In most cases, your degree should make sense for the role. Hiring managers are looking for the link; What is relevant about what a candidate did in school? That doesn’t mean only marketing majors can apply for marketing jobs. Marketing teams may hire someone who came through creative studies such as the humanities, graphic design, or writing. An engineering team, on the other hand, is unlikely to hire anyone without a degree in computer science.
It also depends on how successful you were at the school you attended. While there are some hiring managers who only give interviews to graduates from top-notch schools, most say going to a top-notch school is helpful, but it’s certainly not a deal-breaker for attending a junior school or community college. A community college graduate with a GPA of 4.0 might be more attractive than an Ivy League graduate with a GPA of 2.0.
Speaking of GPA – when to remove it from your resume is subjective. If your GPA was below 3.0, consider removing it entirely. If it’s higher, Quinn says, “The benchmark is five to seven years after graduation. In this case, the candidates usually have a solid track record of employment. If you do well in school but don’t have good job prospects after graduation due to a poor economy, then you can definitely leave them for longer. “
It goes both ways, he explained, “If you’ve had great jobs and accomplishments after graduation but didn’t have a good GPA, consider removing your GPA sooner.”
Three to five years after graduating from college or high school, you can move your Education section to the bottom of your résumé – unless you have connected to someone through an alumni network or know that there is a senior executive on yours Went to school.
Do you want to take your marketing education to the next level and make your CV even more attractive to potential employers? Become a certified inbound marketing professional with HubSpot’s free marketing certification.
6. Companies and titles
Hiring managers will look at where you’ve worked before (do they recognize the company names or do they know someone who works there?) And your titles in those companies.
“When you’re applying for a sales position with a software company like HubSpot, we’re looking for experience selling software,” said David Fernandez, former head of recruiting at HubSpot. “When you apply for a service position, we’re looking for a customer experience.”
Yes, people have adjusted their titles at previous companies to better suit the positions they are applying for. If you do, your “new” title should be close enough to what you really did. If someone called and checked a reference, they wouldn’t be amazed. Perhaps “operating room clerk” becomes “customer service representative”. Also, make sure to change your titles on LinkedIn too – hiring managers check consistency on LinkedIn, Fernandez said.
7. Top couple of bullet points in each section
Any position you had should be accompanied by no more than five to six bullet points. Remember, these hiring managers are very quick to scan your resumes. You want to make it easier for them to find and digest the relevant information by summarizing the most important points and putting them first. Paragraphs are a big no-no.
Fortunately, you work in a job where everything can be measured and analyzed, which means it’s relatively easy to tell an impressive success story. Think about how your work can be quantified by hard data, then fill your resume with action-packed bullet points that convey the value you added.
Before taking on responsibilities and duties, focus on accomplishments first. If you’ve had a leadership role, include the number of people you manage. If you’ve built a program from scratch, call it up.
Include goals and metrics as well You can compare these hiring managers to other candidates and make sure these metrics make sense so you don’t confuse the hiring manager. Run the metrics from your mom. I’m serious. If they make sense to you, you are all ready. If not, you haven’t been clear enough and need to tweak the language.
Examples of this include increasing social media engagement, improving SEO ROI, increasing web traffic, reducing bounce rates, increasing landing page conversions, etc. When you have a list of your results, choose the top four or five and turn them into bullet points like these:
- By rewriting the sales copy, the click rates for newsletters could be improved by 37%.
- By redesigning and A / B testing all landing pages, e-commerce sales increased by 23% in just 6 months.
Here is a more detailed example:
If you want more examples of actionable data points, Download these free resume templates.
8. Employment data
Hiring managers look to job hopping and large employment gaps, both of which are red flags. Job hopping is a sign that you have not made a commitment, a quality that nobody in your company wants. One tip: you should try to stay in each job for at least a year, preferably two or more years. Otherwise it’s a red flag.
And if you have more than six months off, MacIntyre suggests explaining the gap on your resume. If it’s something like teaching or the Peace Corps that you can describe as a job, you can include it on your resume like any other position:
If it is a trip abroad or a break for family or personal reasons, you can simply put it in brackets in italics. “Traveled abroad.” “Made time for the family.” “I took a break for personal reasons.” The hiring of managers just wants to see a rational explanation – that you’ve done something productive with your time.
9. Interests and hobbies
Whether you include interests and hobbies on your resume depends on the company and the job. If you’re applying for a creative role, hobbies like photography and painting can be interesting for an employer. If you’re hiring for an accounting role, a hobby like skydiving isn’t good – hiring managers might consider you a risk taker, and do they really want a risk taker to manage their money?
“Think about the conclusions someone might draw from your hobbies about the role you are hiring for.” Quinn advises. “Do they improve or detract from the image you are trying to convey? Knowing that the culture includes unique people with a wide range of backgrounds and interests then this could be useful information. But conservative organizations probably don’t care what you do in your spare time – in fact, outside hobbies may be interpreted as a distraction. “
Companies with cultures like HubSpot want their employees to have a certain personality and to invest in external interests. So if you are applying for this type of culture, you might benefit from an “Interests” or “Hobbies” section. “They’re great conversation starters,” says MacIntyre. “‘You’re a skier? Me too! Which mountain are you going to?’ It creates a common ground for conversation and helps us assess the culture. “
Before including or removing this section on your resume, do some research about the company’s local area and culture. (And check the HubSpot culture code if you haven’t already.)
Spend less time with these …
Personal statements / goals
In fact, we recommend skipping these altogether. In all honesty, they’re irrelevant – not to mention that it’s way too easy to screw it up. I’ve spoken to HubSpot recruiters a number of times where candidates have provided the name of another local company – a huge mistake.
Instead, Replace it with a “Skills” or “Key Skills” section At the top of your resume, in column format, will highlight the six to nine key skills that apply to the role you are applying for. Make sure to change these skills for each job and use the job description as a guide.
In any case, don’t plagiarize the job description, but you can pull out key phrases. For example, in the following example, one of the listed skills is “In-depth understanding of the consumer lifecycle.” That’s because that’s exactly what the job description required: a deep understanding of the consumer lifecycle and customer journey.
Pro tip: While you should remove this section from your resume, you should have something in the “Summary” section of your LinkedIn profile. Focus this section on specific skills and achievements. Here you can include a link to your portfolio, blog, SlideShare presentations, or examples of work you’ve created such as open source code.
Use this area to talk about specific accomplishments from previous roles, awards won, or projects you’ve worked on. The information and skills here should relate to your professional career and not irrelevant prior skills. (When I first heard this tip, I immediately removed “emergency medicine” from me.)
Cover letters vary in importance depending on the industry and even the company. Here at HubSpot, we stopped the request and instead asked the candidates thoughtful questions during our application and interview process. Many companies that require you to write a cover letter read it, but their main focus is on your resume.
With this in mind, you should include important details on your resume, such as: B. Employment gaps rather than relying on your cover letter which may never be read to explain. And allocate the hours you want to spend writing and perfecting your cover letter to writing and rewriting your resume. Your resume is the most important tool in the first phase of the application process. So take your time and ask several people to criticize him.
It’s like marketing
As a marketer, you have a knack for communication and a solid understanding of what makes people buy. The good news is that applying this knowledge to your own resume can easily make you stand out from the crowd.
Editor’s note: This post was originally published in July 2018 and has been updated for completeness.