Recruitment Marketing

Chris Kilvington, Marketing Consultant

We all know the benefits of presenting a good curriculum vitae (CV) when applying for a job. As early as school we're told of the 'fierce' competition out there - of employers faced with a skyscraper-high piles of documents, all shouting for attention. One or two spelling mistakes and our application is destined to be filed along with the day's breakfast wrapping.

Interesting though, when it comes to marketing our own businesses it's easy to forget about the lessons learnt about presentation. When we market any business, product, service or idea, we should be drafting a resume of the key selling points. Ultimately we're sending out a description of what we do best, hoping that the proposition fits the job for someone.

So, what are some of the key things we can learn from our days drafting CVs?

• Keep what you write concise
• Detail how your expertise might fit a role that's there to fill
• Make all the best points as soon as possible
• Include ways that the reader can take action (e.g. including your contact details)

It's also about being in the right place at the right time, as the saying goes. When there's a job to fill (someone is ready to buy), it should be clear what you can offer. From your company's point of view, what are the key messages? And, from your reader's point of view, what are the key things he or she will need to hear to buy?

At the end of the day, it should be your potential customer you're impressing and not just your boss. It's natural to want to do the 'hard sell', but consumers generally know what they want and when they want it. An answer to this is to think of yourself as a 'provider of a service' rather than a 'salesperson'.

If you think in this way, your materials start to take on a different form, and it can be much more satisfying for both parties too.

So, whether you're writing a CV or marketing material for your business, it's the reader that can give you the job you're applying for. Your organisation's resume can be presented in many ways: customer literature, marketing materials, a website, mailers, letters and other correspondence. Shame it's not simply a case of applying to vacancy adverts.

Writer profile Chris Kilvington is the owner of sales and marketing copywriting agency TENFOUR writing. He works with marketing teams, creative agencies and small businesses to help create words with personality. For more, visit www.tenfourwriting.co.uk.

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