This is part one in a series of four posts this week on the Three Audiences. 
Why Do the People Who Want to Sell Your Services Contradict Each Other?
By the time you seek out a career coach, you’ve usually used one or more of these sources of sources of free help: work-paid outplacement, government-paid job coun-selling, university-provided job counselling, your friend who got lucky, and one or more employment agencies. Each of these helpers has given you advice about how to write your resume to get the interview, and their advice sounded something like this:
“Use lots of keywords.” “Don’t parrot the job description.”“Use an objective.” “Don’t use an objective, use a summary page.” “List skills at the end.”“Don’t go over two pages.” “Size doesn’t matter – provide details of your experience so that it can be tallied up as proof of your experience…”
What’s going on? Are all these people crazy?
No, it has more to do with how resumes are screened, and to which of three audiences your job counsellor is attuned, if any.
Pleasing Three Audiences
When you respond to a job ad, and are not bounced by the computer, at least three audiences will screen your resume before you are called to an interview:
- One has the power to reject you
- One has the power to recommend you
- One has the power to hire you (hint: This is not HR)
Answering Three Questions
The audiences who screen your resume are looking for the answers to three questions:
- Do You Match?
- Do You Stand Out?
- Do You Fit?
Each audience needs to clearly find the answer to each of these questions in your resume.
Jennifer
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