Marketing Professional Cv - PowerPoint by eaj19606


Marketing Professional Cv document sample

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Dr. Tom Geoghegan
Acting Associate Dean for Graduate and
  Postdoctoral Studies
University of Louisville
School of Medicine
Write in rank order (most to least important)

The 5 elements of a good CV, resume, biosketch
            What’s the difference?
• CV – Curriculum Vitae (Latin – life story)
   – Instrument used in academic circles

   – Tell if someone is an academic by whether they ask for a CV or a

• Resume
   – Instrument used in buisness

   – Shorter, more succinct (1-3 pages but don’t get hung up on
     arbitrary length)

   – Useful when HR folks looking through hundreds of applicants
  – Instrument used by funding agencies to gather
    uniform information
  – NIH
          What is their purpose?
            Superbowl adds
• Good ones

• Funny ones

• Ones that made you cringe
          What is their purpose?
• CV – in academic setting – what you have done of
  significance – marketed to an academic

• Resume – tell me what your professional
  qualifications are – quickly to someone who is
  reading a lot of resumes

• Biosketch – why should we give you this money
             Know your audience
• Academic position

• Company

• Hospital

You have to be a “good fit” otherwise the employer doesn’t
   want you
– BUT you don’t want the job either
Little details like the length of a CV can cause some grad students and postdocs sleepless
For the CEO and the undergrad with no experience, the old "one page at most" rule
certainly applies.
But everyone in between should focus on making the document as readable as possible
and not worry about the length.

After many years of reviewing CVs and resumes, I can tell you that problems don't occur
when the writer went over or under a certain number of pages. It is when the writer
can't keep things concise and to the point, or when they fail to put the important stuff
"up front" that they lose out on reader interest. (The HR executives at the Director and
VP level I consulted when writing this article all told me that any important information
should be on the front page because they only have time to read the first page before
moving into "scan" mode.)
“I’d recommend no more than two pages,” said Ken Kodilla, VP of Manufacturing at
Neogen Corporation (Lansing, Michigan), “but more importantly, I think that
formatting issues are critical.”

“Two or three pages would be OK, just don’t send me a too-long academic version. If
you have 10 or 12 published papers, just list the three or four most important ones,”
says Dr. Burt Ensley, an entrepreneur and angel investor who has launched several
companies, and who earned his stripes at Amgen.

“I like to see three or four pages of information that is relevant to the job at hand,
plus an appended publications list,” said one Director of Research at a large
pharmaceutical company who wished to remain anonymous. “It’s not all that
different from an academic CV, but please don’t forget the personal contact
information at the top--home address, phone, and even cell phone.”
“I like to see résumés that start off with a summary of what they bring to the table,”
said Donna Dimke, Senior Director of Human Resources at Human Genome Sciences
(Rockville, Maryland).

 Pat Abbott, principal consultant at Venture Forward Partners, a Boston biotech
consulting firm, agrees with Donna. “Get a summary statement up front, to describe
your area of specialty and a few of your qualifications, and then fill out the detail in the
work experience paragraphs below.”

Education: Jim Calvin, VP at On Assignment/Lab Support (Princeton, New Jersey), says
“Make sure your educational information is easily decipherable and that it can be
gleaned within the first few seconds of viewing the résumé, which means up front
instead of after the Experience section. Also, it helps to have the Ph.D. following your
name at the top--you've earned it.” There was wide agreement on this one.

                  So, don't shoot for a certain page length--but
                  do (please!) keep it succinct
 How important is the CV/resume?
• The CV doesn’t get you a job, it gets you an

• The CV can loose you a job

• Don’t try to make personal connections with
  the reader – they’ll get that in an interview
I’ll take a good résumé or CV over a perfect one any day of the week because the
good one can be done in a short time, allowing plenty of time for networking --
indisputably the single most important step in a job search -- whereas writing the
perfect document could take you (and your CV or résumé) out of circulation for

         A mediocre CV (stylistically, not with respect to your actual expertise
         and accomplishments) and a lot of networking is guaranteed to get
         you a job. A stunning CV and no networking is equivalent to playing
         lotto. –Kevin Foley, Ph.D.

                      Interview is where you get to know people –
                      make personal connections. The CV just
                      opens the door. It here is any ‘personal
                      connection’ it is usually by chance.
                               Be yourself!!
                             ‘No matter where I go, there I am’

  • But be your best self

  • It’s marketing – but no one likes the adds that
    make you cringe

The authentic job seeker knows herself inside and out because she realizes that her
job is to market herself and not some fictional alter ego. She regularly conducts self-
reviews, taking conscious note of strengths and weaknesses. One great way to do this
is with a SWOT analysis. (See the earlier article "How to Present Your Weakness
During the Interview")
Skills and techniques: Many people include an area like this on their CV, and there is
nothing wrong with it unless you go overboard. “Sure, I want to know what skills you
have, but I want an honest assessment. If I see that you are ‘skilled’ in fifty different
techniques, I know with some degree of certainty that you are being a bit lenient
with the word ‘skilled.’

If you can do a technique right now without any help, then you are skilled in it,” said
frequent forum contributor Ken Flanagan of Genentech about this topic area.

Most of my hiring-manager friends like to see skills in evidence on the CV, but they
caution me that it can paint you into a box, so you should adapt your skills and
techniques section to the job you are applying to. Better yet, incorporate this skills
information into the brief descriptions you give of the work involved in each job
It's hard for scientists to make up credentials, because they're too easy to check out.
The most important listings on a CV--degrees, publications, awards--are easily verified,
especially in the age of the Internet. You can't fake a paper in Science or Cell. What you
can do--and what scientists do too often--is attempt to gain an advantage by
exaggerating your role in a project

  Manuscripts in preparation are NOT publications
  Abstracts are NOT publications

  Manuscripts in press are – but say where they are in press (and understand that
  some may be skeptical about them)
The crux of the "authenticity" problem is that the job search is all about fit.

You are what you are, and the company's needs are what they are.

Your success depends on bringing the two together. So it's about uniqueness--what
makes you special?—also -what makes you fit an employer's needs better than the
other candidates?

So what is the best way to connect what you are with what they need?

I think it's this: Represent yourself accurately,

but remember that you are presenting your credentials to someone who has a problem
they need solved or an issue they need to have addressed. Show how you've handled
similar problems in the past.

Connect what you've already done with what they need done, and you'll be much
further ahead than someone who simply uses a boilerplate CV or cover letter in
response to an open job.

And you'll be light-years ahead of someone who exaggerates and gets caught.
         Tales from the trenches
• Format
   – email with attachments (readable) are acceptable
   – Some folks still like hard copy
   – Hard copy – with follow up email

• Highlight what makes your credentials unique

• Follow ups are OK – it is not being a pest to ask
  for time frame – it shows interest
Word or RTF documents, e-mailed without compression (no ZIP files, please!), seem to be
becoming the de facto standard. In addition, many people clip and paste the text of the CV
into the body of the e-mail message "just in case.“

Of all the electronic documents that get e-mailed, PDFs look the best--you can preserve all
the formatting and font selections and make your material print out beautifully. But the they
cannot be stored in a corporate database and cannot be keyword searched.

This may be true if your applying to a large corporate entity through an HR office; but
otherwise PDFs are OK
            Some Do’s and Don’ts
DO                              DON’T
• Be honest                     • Exaggerate or embellish
                                  (particularly publications or skills
• Put important info up front     and techniques)
• Include accurate contact      • Include personal information
  info                            (hobbies interests etc.)
• Be concise                    • Get hung up on arbitrary page
• List work experience in       • Think that the CV is the only
  reverse order                   measure
                                • Include unrelated work
• Accurate contact information

• Educational history – highest degree first!!

• Skills you bring to the table

• Honors and awards

• Publications

• What else did you come up with???
    – Do a spelling and grammar check
    – List professional organizations
    – List committees served on

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