Marketing Resume Workshop

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Marketing Resume Workshop

• September 26, 2002
• Janelle Anderson
• Shawna Mehta
• Craig Ziemkiewicz

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Agenda

• The Cover Letter
• Role of your resume
• The Story
• Marketing skills
• Style of your resume
• Content of your resume
• Education
• Additional/Interests
• Work Experience
• What to do next
• Q A

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Before We BeginA Timeline

• September
• Learn how to navigate MTrack Career Services
• General Counseling Appointments
• Late September First Draft of Resume

• October
• See OCD Counselors
• Finalize your resume (October 25th deadline)
• Attend Corporate Presentations, develop
  relationship
• Begin to think about Cover Letters

• November
• Mail cover letters to companies 3-4 weeks prior
  to closed list deadline
• Follow up with companies for closed list
  positions
• Begin off-campus interviewing search
• Schedule mock interviews at OCD

• December
• See November
• Bidding starts in January

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The Role of the Cover Letter

• Extension of your personality
• Highlight accomplishments and transferable skills
• Differentiate you from other students with
  similar backgrounds
• Confirm your interest in the industry and the
  company
• Demonstrate your efforts and knowledge of the
  company
• Engage the reader
• Request for Closed List
• A poorly written cover letter has the potential
  to hinder your application process

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Dos and Donts

• Do
• Research the companys values, mission and
  commitments
• Web
• Corporate presentations
• Alums, Second-years
• Personalize your cover letters
• Highlight significant interaction with company
  recruiter if applicable
• Alignment of company values and personal values
• Highlight transferable skills (Leadership,
  Initiative, Creativity, Analytical,
  Communication, Cross-functional Teamwork)
• Site specific examples
• Try to be creative and stand out in terms of
  content and format
• Dont
• Cut, copy and paste
• Rely too heavily upon OCD and second-year cover
  letter examples
• Place too much emphasis on what the company can
  do for you. Rather highlight your experience and
  how it relates to the marketing position youre
  applying for.

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Cover Letter Style

• 1st Paragraph
• Tailored to specific company
• Values, commitments of the company why its
  attractive to you
• Personal interactions with members of the
  recruiting team
• 2nd Paragraph
• Summary of your work and educational experience
• Key accomplishments
• For exampleprovided services to some of the
  worlds largest CPG, Financial Services and
  Automotive companies
• 3rd Paragraph
• Highlight Transferable Skills
• Cite specific examples to support claims
• Can be bullet point format, narrative or another
  creative, yet professional format
• 4th Paragraph
• Extension of your personality, your personal
  commitment
• Summary of why X company
• Request for Closed List consideration
• Key contact information

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What is a resume for?

• Introduce yourself as a candidate sell yourself
• Highlights skills and accomplishments
• Past achievement indicates future success
• Demonstrates career interest in Marketing
• Shows you are a well rounded person

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How to use a resume

• Post on M-Track
• Classmates
• Professors
• Recruiters
• Include in resume book
• Sent to 250 recruiters
• Send / Provide to companies
• On-campus recruiting
• Off-campus search

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Tell a Marketing Story

• What is the overall message of your resume?
• Can you see a path?
• How do the individual bullet points work together
  to
• Convey a consistent message
• Get across a positive message
• Would a marketing manager be able to read your
  resume to identify skills?

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Marketing skills
Interpersonal Communication
Innovation Creativity
MARKETING
Teamwork
Leadership
Initiative / Action Oriented
Analytical
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The Michigan style

• Similar Format at All Top Schools
• Clearest Way to Communicate
• Recruiters are Accustomed to Format
• Valuable for Off-Campus Search Too
• Use it! Even if it is Time-Consuming
• M-Track allows for easy modification

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Content Education

• Format and content is consistent and shows a
  commitment to marketing !
• UNIVERSITY OF MICHIGAN
• University of Michigan Business School
• Master of Business Administration, 2003
• Emphasis (singular)/Emphases (plural)
• Clubs, Scholarships, GMAT Scores (?) etc.

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Content Education

• Clubs
• Anyone can join a club
• Opportunities come through being involved !
• Member, Marketing Club Corporate Liaison
• Selected as Education Chair for Marketing Club
• Member Marketing Club and Global Citizenship Club
  (functional and community service)

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Content Education

• Indicate Achievements
• Awarded merit-based Business School Scholarship
• Elected International Representative, Section 1
• GMAT (?)

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Content Undergrad Education

• Indicate achievements
• Deans List two terms
• Deans List 3.5/4.0
• Varsity Tennis Team
• Elected team captain, Varsity Tennis Team
• Target specific marketing skills
• Initiated campus chapter of Amnesty International

Include at least one bullet under your
undergraduate degree SHOW INVOLVEMENT!!
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Content Additional / Interests

• Include something you would like to talk about
• Hobbies (certified scuba diver)
• Interests (completed 1st triathlon, summer 2002)
• Residency status (green card holder)
• Languages (fluent in Cantonese and Mandarin)
• Other achievements (CPA, CFA)
• Targeted industry knowledge/experience
• Anything else that might be interesting
• This is your opportunity to tell them anything
  about yourself that is not in the body of your
  resumeand differentiate yourself !

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Content Work Experience

• Dont forget to use ACR format

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ACR Example

• (A) Analyzed (C) plant production processes and
  identified line design changes that (R) improved
  customer satisfaction and reduced warranty costs
  by 92.

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Content Work Experience

• Marketing managers are looking for work
  experience that demonstrates transferable skills
• These skills will help you easily transition
• From marketing at a small company to a big
  company
• From consulting to marketing
• From banking to marketing
• ANYTHING to marketing !

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• 6 Rules
• for your Bullet Points

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Rule 1
Resume

• First Bullet
• Describe you your companys function, Quantify
  responsibilities (more detail may be necessary if
  you worked at a small company)

Example

• Not-So-Good Managed quality assurance process
  and responsible for purchasing.

• Good Managed quality assurance and purchasing
  for 500MM manufacturer of medical equipment
  resulting in a 50 increase in customer
  satisfaction.

Quantify Responsibilities
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Rule 2
Resume

• Wording
• Dont use industry jargon it does not impress
  people it confuses them

Example

• Not-So-Good Created multimedia videos using
  MPEG II compression for CD-ROM publishing
  customers.

• Good Developed educational and entertaining
  multimedia for retail jewelry store catalogs that
  enhanced client sales efforts.

Use English, No Jargon
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Rule 3
Resume

• Marketing Focused
• Use Marketing Language, show them you understand
  Marketing

Example

• Not-So-Good Developed model to determine profit
  and loss on a per item basis.

• Good Analyzed product profitability and
  utilized data to develop new pricing program
  leading to a revenue increase of 200MM.

Marketing Focus
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Marketing Terms

• Consumer-End User
• Rebates
• Product
• Price
• Promotion
• Packaging
• Inventory
• Cross-functional

• Customer-Retailer
• Displays
• Consumption
• Sell/sold
• Targeted
• Volume

Learn Them, Use Them!
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Rule 4
Resume

• Marketing Skills
• Use strong Action verbs. Try not to repeat
  action verbs to often

Example

• Not-So-Good Tracked data, member of, ran numbers

• Good Analyzed consumer data, Led
  cross-functional team, Created model

Transferable Skills in Action
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Rule 5
Resume

• Results
• Highlight Results, Quantify, Use numbers if
  possible

Example

• Not-So-Good Led team and created arts crafts
  curriculum.

• Good Led 100 person cross-functional team and
  created arts crafts curriculum which received
  the 2001 Award of Excellence.

Results are Impactful
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Rule 6
Resume

• Wording
• Eliminate unnecessary words-no paragraphs.
  Consolidate bullet points if possible.

Example

• Not-So-Good Managed and grew a commercial loan
  portfolio for 28 of the most important customers
  which totaled over 500MM in assets

• Good Managed and grew commercial loan portfolio
  of 28 customers with assets totaling over 500M.

Clear, Concise Wording
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Next Steps
Resume

• Resume Deadline
• Friday, October 25th 500 PM
• Update your resume
• Make sure your resume is on M-Track
• Come prepared with a list of specific questions
• Contact OCD for a resume review
• Select a marketing career counselor
• Have several people review your resume
• Go to 2 different career counselors
• Share it with you friends
• Remember that people have different opinions!

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2003 Marketing Career Counselors
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• Good Luck !!
• and thanks for listening !!
• Questions?