CHAPTER 4

Sending your CV to the
next level

Incorporating winning words and persuasive phrases

I warned in Chapter 3 (page 56) that adjectives tend to be perceived by employers as pompous and empty. However, the right verbs can help to lift your CV in an employer’s estimation. Employers increasingly want to read about not only what you achieved, but also how you achieved it.

Compare the following examples:

Achievement on its own = good

• Improved customer satisfaction within the branch.

• Increased sales by 14 per cent.

Achievement plus how you achieved it = better

• Conducted a survey to measure customer satisfaction and identified a number of “quick wins” to improve customer satisfaction within the branch.

• Increased sales by 14 per cent by gathering the team together for a brainstorming session, reviewing the best ideas to turn into a strategy, and then coaching the team to achieve our new strategy.

As you can see, explaining the steps you took to complete your achievements makes you sound more credible.

Rookie Buster

Using achievement-oriented verbs

Here are three categories of verbs that you may wish to use in describing the steps you took to deliver your achievements. Bear in mind that these are only examples – there are thousands more verbs in the English language! And also do look back at the list of verbs in the exercise: ‘Self-Discovery 1: Understanding your skills’ (in Chapter 1, page 12).

Working with data and ideas

Analysed Calculated Communicated Compared Compiled Decided Developed

Edited Eliminated Evaluated Explained Forecasted Formulated Generated

Interpreted Outlined Programmed Recommended Researched Reviewed Solved

Working with people

Advised Coached Collaborated Consulted Counselled Discussed Guided

Helped Influenced Instructed Led Listened (to) Mentored Motivated

Negotiated Persuaded Recruited Served Supervised Taught Trained

Working with projects and things

Assembled Bought Budgeted Built Constructed Coordinated Delivered

Handled Increased Inspected Invented Managed Ordered Planned

Purchased Reduced Repaired Scheduled Sold Solved (a problem) Tested

Choosing the right verbs for you

Remember that those three lists are examples of the kinds of verbs you may wish to include on your CV. There are countless other verbs that may be more appropriate to your occupation or field of expertise.

And remember to include a particular verb only if you believe both that you possess it and it is directly relevant to the role and therefore attractive to the employer. Organizations spend a lot of time agonizing over the right words for their job adverts in an attempt to capture the values and culture of their businesses. You must avoid including a particular word or phrase if you are merely proud of having that skill!

For example, you may have a fantastic typing speed of 90 words per minute. But if the job does not require fast typing, you could reduce your attractiveness to an employer by mentioning it because the employer may think you’re wrong for the job. Or if you have great experience of leading teams, be careful not to dwell on it too much on your CV if the next job you are looking for is a technical role with little opportunity for leadership.

Putting your skills into action

Write in the first person (not the third person, which makes you sound self-important), but omit the pronoun. Simply start with a verb. For example, “Managed a team of 3 juniors” (rather than “I managed a team of 3 juniors”).

When writing about your skills and achievements, make sure you start all of your sentences with a verb. Avoid starting some with a verb and some with a noun. Compare the following:

Sentences starting with verbs and nouns = bad

• “Developed new process for streamlining manufacturing efficiency. Cost reduction of 3.2 per cent over target.”

• “Founder of own business. Generated £60,000 of sales in first year.”

Sentences starting only with verbs = good

“Developed new process for streamlining manufacturing efficiency. Achieved cost reduction of 3.2 per cent over target.”

“Founded own business. Generated £60,000 of sales in first year.”

Use the past tense for jobs that you have left and the present tense for a job you are still in. So you “managed 2 teaching assistants” in your previous job, but currently “manage a team of 3 teaching assistants and 2 teachers”.

And avoid the passive tense (for example, “Team was restructured for greater efficiency”) and write in the active voice instead (for example, “Restructured team for greater efficiency”). The active voice sounds more action-oriented and compelling.

Rookie Buster

Combining skills and results to create your achievements

Your CV will always be more attractive if you talk about the results you achieved rather than the responsibilities you held. So quantify the results you achieved. If possible, mention numbers, percentages and money. Because there’s nothing like helping employers to see pound, dollar or euro signs when they read your CV.

So rather than throwing lots of action verbs on to your CV, ensure you make the connection for the reader by giving specific examples of the results you achieved. What did you manage or improve? What did you design or launch?

Have a look back at “Understanding organizational goals” in Chapter 2 (on page 31). And consider these examples:

• Increased sales by 28 per cent.

• Completed a project that reduced wastage by 3 per cent.

• Improved our health and safety record.

• Devised a new way of working that reduced costs, saving £1,200 over the course of the year.

• Achieved a 96 per cent attendance record (as compared with the company average of 89 per cent).

• Was ranked 3rd best sales person within the team of 14 sales people.

• Enhanced customer satisfaction, with 8 in 10 customers now ranking us as “excellent” in their dealings with us.

• Reduced complaints from around 10 a week to fewer than 3 a week.

• Brought the project in on time and under budget.

• Increased productivity by 45 per cent over 3 years.

• Recruited, trained, and coached 3 new members of the team.

Rookie Buster

What other results and positive outcomes do you think the kinds of organizations you want to work for are looking for?

Telling a coherent story

Your CV is a sales document and needs to position you as the best person for both the specific role (such as accountant, teacher, managing director) and the particular organization you are applying for. Be sure to select only the experience, skills, achievements and education that tell a compelling story about why you fit the brief for both the role and the organization.

In creating your CV, include only what is impressive and relevant. I’ve already mentioned this, but it’s so important that it’s worth mentioning again! Including information that is not impressive or immediately relevant may dilute the strength of your application.

You do not have to include everything for the sake of completeness. For example, you may have great computer programming skills. But if the job does not relate to computers or technology, don’t bring them up. Or if you started your career working in retail but now want to change direction and work in public relations, mention only the skills and achievements that help to paint a picture of you as a competent public relations person.

Rookie Buster

Bringing it all together

Over the page are a couple of examples of CVs that incorporate all of the points we have covered so far. Compare the similarities and differences between the reverse chronological format and the skills-based format.

Remember that the reverse chronological format is best for you if you have an established track record in one field. In the example on page 72, the candidate (Leslie Mitchell) is already a web designer and is applying for a further job in web design.

Remember that a skills-based CV may be better for you if you have a non-traditional background or are trying to change career. In the example on page 73, the candidate (Chris Owen) may want to move away from retail into a different line of work, such as working as a manager in a new field.

Example of reverse chronological CV

Example of skills-based CV

Writing effective covering letters

Most people understand that it’s common practice to send a covering letter to an employer together with your CV. And there are good reasons to write a compelling covering letter:

• A well-written and carefully crafted covering letter allows you to draw the reader’s attention to the key aspects of your CV that make you an attractive candidate.

• A well-researched covering letter demonstrates that you want the job badly enough to have taken the time to find out more about the organization than other candidates.

So the first and most important point to make about writing an effective covering letter is that you must always tailor it. Sending out CVs to random employers does not work. If you’ve gone to all the effort of tailoring a CV, you must also tailor a covering letter that tells the reader exactly why you are perfect for the job at their organization. Anything else just isn’t good enough.

As an employer myself, I receive job applications from people who want to work at my company, Talentspace. They say things like “Having researched your company, I believe I am a perfect fit.” Yet they don’t demonstrate what they know about Talentspace by telling me what they have uncovered in their research. I honestly cannot recall a single covering letter that has ever referred to a client that Talentspace has worked with, an article written by myself or a colleague, or anything that could prove that they actually did any research. Despite the fact that they have addressed their letters to Talentspace, their letters appear no more focused than if they had been sent out entirely at random.

So the lesson is: you are better off doing at least a half-hour (or more) of in-depth research on a particular organization and only sending off one letter than sending out a dozen letters with only the name and address of the company changed in each letter.

Example: covering letter

Note that an effective covering letter should only be a single page in length. Here’s an example of a covering letter, written by Chris Owen to accompany the CV on page 73.

OK, now let’s take each section of the covering letter and talk through how you can make it work for you.

Addressing your letter

Letter-writing convention dictates that you should include the name and address of the person you are writing to in the following sequence:

Line 1:	The person’s full name (if you know it)
Line 2:	The person’s job title (if you know it)
Line 3:	The department (use department if you don’t have the person’s job title)
Line 4:	Name of the organization
Line 5:	Street name and address
Line 6:	City and postcode

Here’s a worked example:

Do your best to find out the name and job title of the person you should be writing to. Telephone the organization’s switchboard and simply ask for the name and job title of the person who is responsible for the recruitment of that particular role. I’m much more likely to pay attention to a job hunter who has taken the trouble to find out my name rather than simply addressing the letter to “The Managing Director at Talentspace”. Job hunters who choose to use broad umbrella terms create the impression that they can’t be bothered to find out my name. And check carefully the spelling of the name and the organization.

However, if you can’t get a name and job title, you may need to start the letter with the salutation: “To whom it may concern”.

Writing your opening paragraph

Your first paragraph serves two purposes:

• It should announce the reason you are getting in touch (in other words, that you are either responding to a specific job advert or writing speculatively to the organization).

• It should grab the reader’s attention and give them a compelling reason for wanting to read on.

One of the best ways to grab the reader’s attention is by making a connection between yourself and the person you’re writing to. Consider these examples:

• “I’m writing to you at the suggestion of our mutual friend, Lindsay Brown, who mentioned that you are looking for a new sales manager.”

• “I met your colleague David Green at the ICGM Conference in Leeds; he suggested that I get in touch to see if there might be an opportunity for me to join the team.”

• “I am contacting you on the recommendation of Tom White, who felt that someone with my skills and experience might be able to add value to your team.”

Of course, in order to make a connection, you must be able to mention the name of someone that the reader both knows and respects. No point mentioning the name of someone that the reader knows but can’t stand!

The person whose name you mention does not have to be a close personal friend of yours. That person could be someone you know only casually, perhaps having met them briefly at a conference or party. But so long as you get that person’s permission to use his or her name, you will help your covering letter to stand out from the rest of the crowd. We’ll discuss how to get the names of people in Chapter 5: Enlisting support for your job hunt.

An alternative is to demonstrate your in-depth knowledge of the organization. Your goal here is to mention a fact or observation about the organization that is not common knowledge, in order to show the reader that you are committed enough to have done some research. Here are a few examples:

• “I am responding to your recent advertisement in The Daily Chronicle. As your company is now moving from print media into radio broadcasting, I believe I am ideally placed (having had 6 years’ experience in radio production) to contribute to the sustained growth of the company.”

• “I have been following with great interest the growth and success of your business since it expanded into the UK. I am getting in touch as the reputable financial press has reported that you are likely to open an office in Germany within the next year. As a fluent German speaker and a graduate in marketing, I believe I am ideally placed to help the continued expansion of your business.”

Telling the employer what you offer

The second and third paragraphs of your letter should tell the employer how you can help to make the organization more successful. You should not talk about what you want; focus only on what you can offer.

As you write these paragraphs, remember, remember, remember to write about how you can help the employer. So choose your two best examples of how you have helped your current or previous employers to achieve their organizational goals. You may want to highlight certain skills, pertinent technical expertise, past achievements or even the length of your experience – so long as you believe that it illustrates how you can help the reader’s organization.

Your best example should form the first paragraph; your second best example should form the second paragraph. If you believe that you have a vitally important third example, you may wish to use three, rather than two, paragraphs to tell the employer what you can offer.

Rookie Buster

Compare these examples that talk about what the job hunter wants versus what the job hunter can offer:

Talking about what you want = bad

• “I have always wanted to work in the advertising industry.”

• “Children’s Hope is one of the country’s leading charities and I know that I would enjoy working on projects that benefit children’s welfare.”

Talking about what you can offer = good

• “Having written several extended essays during my course work on the tools that companies use to create effective television adverts, I believe I am well placed to pursue a career in advertising.”

• “In recent months I have been working part-time for several nonprofit groups and now have a strong understanding of the needs of the non-profit sector. I also have considerable experience of working in public relations – for example having launched over a dozen new products in the last 3 years – so would be able to contribute significantly towards raising the profile of Children’s Hope.”

Closing your letter

To end the letter, most job hunters choose two or three sentences to convey their hope that they will be invited to interview. Take a look at these examples:

• “Please get in touch if you have any questions about my background or how I have helped my previous employers to achieve their organizational goals. I appreciate your consideration and would be most grateful for the chance for us to meet in person.”

• “I would welcome the opportunity to meet with you in person or to speak over the telephone. I look forward to hearing from you soon.”

Finally, to sign off your letter, “Yours sincerely” followed by your name (plus your signature between the two if you are sending an actual physical letter as opposed to an email) is ideal. If you do not have a name for the person you are addressing (for example, if you are addressing the letter “To whom it may concern”), you can use “Yours faithfully”.

Getting your CV in front of an employer

Once you are happy with the content of your CV and covering letter, be sure to follow the instructions carefully for sending them to the employer. For example, an employer could possibly ask you to send two copies of your CV in the post instead of the more usual one copy. Be sure to print them on clean sheets of paper – no mucky smudges or crumpled corners!

If you are emailing it, make sure you use a fully formatted version in Microsoft Word. If you’re worried about having an older or incompatible version of word processing software, look online for free tools that allow you to create documents with the .pdf extension so you can be certain that your documents will appear on the employer’s screen precisely in the way that you intend them to look.

Coach’s notes

Notes