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Job Hunting

“Branding” Your Resume—Make Your Message Loud and Clear!

OBJECTIVE: A challenging position allowing me to fully utilize my skills and attributes and providing professional advancement opportunities.


Most of my colleagues have drifted away from using Objective statements altogether. I only see using one when, basically, nothing else will suit. But it had better be written with a clear purpose in mind to set to tone for the resume, and leave no question in the employer’s mind what you can do for them. In other words, while it may be your objective, how it benefits the employer is what matters.

I tell my jobseekers these days you’d better have a message—one that addresses your purpose, and what you bring to the employer. I call it a Statement of Purpose. Here is mine:

“Empowering jobseekers with effective job search strategies.”

How did I come up with that? I took all my skills, experience and training, and sprinkled a little dose of my passion into the mix. It was a big mix, so I boiled down to its barest essential elements. I call it verbal distillation.

Distillation is a purification process where a substance, usually a liquid, is separated from other elements. Heat is applied until the desired liquid evaporates and is collected as a gas or vapor. This process can be used to purify water, turn mash into alcohol, or extract essential oils from plants. When you start, you have a lot of stuff – plant material, other elements—and when you finish, you have a small amount of liquid, usually very concentrated and potent.


That’s what we’re doing in our resume, but with words. We start with a lot of statements of what we did, the experience we accumulated, the skills we have, the education, etc. Then we boil it down to the central idea, or statement of purpose. It should be clear, concise, and powerful.

Companies do it all the time—the headline Kia Motors uses is, “The Power to Surprise.” A local Kia dealership uses the power statement, “Leading the Way.” What does a headline do? Simple—it captures your interest. What will capture the interest of the employer? Again, simple—the value you bring.

When you put together your message, ask yourself the following questions:

  1. What have you accomplished?
  2. What qualities or characteristics make you distinctive?
  3. What benefits do you offer?
  4. What can you do for the employer?

Here are some examples to help you out:

  • Bringing out-of-the-box vision to a fast-track position on a creative advertising team with particular interest in copywriting.
  • Helping companies make the most of their talent by cultivating personal strengths.
  • Building and promoting lasting corporate branding strategies.
  • Using holistic insight and innovative Total Performance Scorecard principles to help customers realize their financial dreams.
  • Energize, focus and align manufacturing organizations, resulting in sustainable acceleration of processes, reduction in waste, and growth of profits.

What is your Statement of Purpose?

Related: Your Job-Search Resume Needs a Focal Point


About kimberlyjmyers

I am a workforce development professional in Washington State. I have ten years experience working with dislocated workers, vocationally impaired, and people with disabilities on many levels and backgrounds from offenders to non-English speaking refugees from around the world. The One thing the clients I have worked with all had in common: there was some barrier to employment, and I work diligently every day to identify, address and remove those barriers.


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