Using Your Resume As a Marketing Tool
Let’s be honest: knowing what to capture in your resume is tough. Especially when you’ve spent your career focused on impact, not self-promotion. But in today’s incredibly competitive job market, you need a resume that doesn’t just list what you’ve done, but sells who you are. It’s a marketing document, and you’re the brand.
After talking to thousands (and thousands) of individuals and looking at tens of thousands of resumes, I wanted to share a few tips that even the most qualified candidates can do to improve their resumes.
1. Clearly communicate the scope and impact of your work.
Start by thinking about what you’ve led, built, or improved—and back it up with numbers. Did you manage a team of 12? Oversee a budget? Launch a newsletter that reached 1,500 people? Those details matter. And even better, give us the “from → to” story. For example, Launched an internal newsletter that increased engagement from 2% to 5% in the first year. That tells a story of growth, initiative, and tangible impact.
Nearly every resume focuses on duties and responsibilities, but the goal is to highlight outcomes. Instead of saying, “Managed social media,” say, “Created a digital content strategy that grew social media following by 40% in six months.” That one shift in perspective helps hiring managers see your value—and that’s what gets you noticed.
It can feel awkward to talk about your achievements. You’re used to supporting others, not shining a light on yourself. But showing your impact isn’t bragging—it’s proof that you can deliver results, and that’s exactly what organizations are looking for. If you want an A+ resume, then let them see how you can have an impact in their organization.
2. Stop worrying about the ATS.
The internet is full of advice about cramming in the right keywords so AI and applicant tracking systems (ATS) don’t toss your resume into the void. Is there some truth to this? Sure, in certain industries. But chances are, a real person will be reading your resume and cover letter, and appealing to them matters more than appealing to the bots.
Instead of stressing over every keyword, focus on getting the content right. Go back through each role and audit your accomplishments. Then shape that information into a clear, compelling story that highlights your impact and communicates how well you can do the job.
Ask yourself, “If I were the hiring manager, would this:
Make sense for the job I’m hiring for?
What would I want to see?
Did I take out the jargon and acronyms that only someone in my current company would understand?
What would make me stop and say, ‘Yep, this person gets it’?”
3. Put yourself in the audience’s shoes.
The resumes that get moved to the top of the pile are the ones that demonstrate clearly how your experience aligns with what the company and hiring team needs. When you write with your audience in mind, you create something that’s not only informative, but persuasive.
4. Limit the length of your resume.
Keep in mind a resume is a marketing document. Are you a marketer? Probably not. And even if you are, when did you take a class on how to write your own resume?
Writing a resume can be rife with heavy energy. There are so many people telling you how long it should be, whether to put your education at the "top or the bottom", what it should include, it is enough to make your head spin. First, please ask yourself, what makes that person qualified to give you that advice? Then, reach out to an expert for support and you'll have it done in a few hours. An expert should help you create a clear narrative - one that tells employers exactly what you’ve done and how you’ve made things better, stronger, and more effective. It's not a laundry list reiterating the job description.
Need help turning your resume into a strong sales tool? You don’t have to do it alone. We’re here to help you shine. Schedule your complimentary 30 minute session today!
P.S. Finally, the answer to the age-old question about how long your resume should be.
If you’ve got less than 10 years of experience, stick to one page. More than that? Two pages. The only exception to that is if you're in - and staying in - a federal career or have a role in academia, in which case you will want to defer to more specific guidelines.
5. Get outside, expert help.
Whatever you do, remember that your resume isn’t just a list of things that you managed—it’s a narrative. One that tells employers exactly what you’ve done and how you’ve made things better, stronger, and more effective. When you lead with a clear story and leave out the superfluous stuff, you give hiring managers exactly what they need to believe that you’re the person they’ve been looking for.
Need help turning your resume into a strong sales tool? You don’t have to do it alone. We’re here to help you shine. Schedule your complimentary 30 minute session today!