Case Study: Alberto
Pursuing the dream job
Alberto, a client relationship manager at a major bank, has handled high net worth clients for more than twenty years. He is taking early retirement and thinking about a second career. Two directions interest him: one, a job similar to what he has done, but in a smaller bank; or, the job of his dreams working as one of the top administrative people for a high net worth family (such as the Rockefellers), handling their business office, and perhaps doing some things that involve his hobbies over the years, staffing and decorating.
If Alberto were to continue on his current career path and go for a position as a relationship manager at a smaller bank, he would highlight the years he has worked at the bank. His position statement, if used in his resume, would look something like this:
Over 20 years handling all aspects of fiduciary relationships for Premier Bank's private banking clients. Successfully increased revenue through new business efforts, client cultivation, and account assessment. Consistently achieved fee increases. Received regular bonus awards.
To pursue his "dream" job, Alberto's regular resume will not do. Hehas to reposition himself to show that his experience fits what his prospective employer needs. His position statement should read like this:
Administrative manager with broad experience in running operations. In depth work with accountants, lawyers, agents, and so on. Over 20 years' experience handling all aspects of fiduciary relationships for Premier Bank's private banking clients (overall net worth of $800 million). Expert in all financial arrangements (trust and estate accounts, asset management, nonprofit, and tenant shareholder negotiations).
His resume would focus on his work outside Premier Bank that would interest his prospective employer: first his work with the apartment building of which he was president for fourteen years, and then the post he held for ten years as treasurer of a nonprofit organization. Finally, Alberto would highlight the work he had done at Premier Bank that would be of interest to his prospective employer, such as the account on which he saved a client $300,000 in taxes.
These different positionings would require different resumes.
Case Study: Clyde
Ready to take charge
Clyde had worked in every area of benefits administration. Now he would like to head up the entire benefits administration area a move to management. His positioning statement:
14 years' experience in design and administration of all areas of employee benefit plans, including five years with Borgash Benefits Consultants. Advised some of the largest and most prestigious companies in the country. Excellent training and communications skills. MBA in Finance. An effective manager who delivers consistent results.
Case Study: Jack
From supporting to selling
Jack wants to move into sales after being in marketing support. He has been an executive in the sales promotion area, so his position statement stresses his marketing as well as his management experience:
10 years' progressive marketing and managerial experience. Devised superior marketing strategies through qualitative analysis and product repositioning. Skillful at completing the difficult internal sale, coupled with the ability to attract business and retain clients. Built strong relationships with the top consulting firms. A team player with an enthusiastic approach to top level challenges.
Notice how he packages his experience running a marketing department as sales. His pitch will be, "It's even more difficult to sell inside because, in order to keep my job, I have to get other people in my company to use my marketing services. I have to do a good job, or they won't use me again."
Jack lacked a position statement on former resumes. If you do not have a position statement, then your position, by default, is the last position you held. With this statement, however, the employer would receive the resume and say, "Ah ha! Just what we need a salesperson!"
Case Study: Elliott
Making a career change
Elliott had been in sports marketing years ago, and had enjoyed it tremendously. However, he had spent the past four years in the mortgage industry, and was having a hard time getting back into sports marketing. The sports people saw him as a career changer and they saw him as a mortgage man. Even when he explained that marketing mortgages is the same as marketing sports, people did not believe him. He was being positioned by his most recent experience, which was handicapping him.
When a job hunter wants to change industries or go back to an old industry he cannot let his most recent position serve as a handicap. For example, if a person has always been in pharmaceuticals marketing, and now wants to do marketing in another industry, his resume should be rewritten to emphasize generic marketing, and most references to pharmaceuticals should be removed. Then the person is more likely to be seen as a marketer who can market in other industries.
In Elliott's case, the summary of qualifications in his new resume helps a great deal to bring his old work experience right to the top of the r6sume In addition, Elliott has removed the word "mortgage" as much as possible from the description of his most recent job, so his title at the mortgage company stands out more than the company name, and he has gotten rid of company and industry jargon, such as the job title of segment director, because it is not something easily understood outside of his company.
