What does it take to be an “effective communicator?”

Many job seekers create a resume that suggests they are suitable for many different companies and then apply to hundreds of job postings. These resumes frequently use language like “relationship builder,” “effective communicator,” and “strong team lead” without offering more specific accomplishments or case histories to support the adjectives. Recruiters and network connections are often told by these same job seekers “Just get me the interview, and I’ll get the job.”

Bad news folks! This kind of resume doesn’t work when there are many job applicants to choose from unless you have a very strong recommendation from someone the hiring manager trusts. The result is a generic or commodity pitch that gets lost in a tall pile of applications. Without a strong recommendation the job seeker may, at best, receive a phone screening from HR, which has a low probability of maturing to a deeper discussion.

Many of these phrases are more job description than superlative. I estimate that 70% of the sales resumes I see have the phrase “relationship builder” which renders the phrase useless. Consider that the Hiring Manager of Sales may receive several thousand resumes a year with “relationship builder.” The typical resume includes one phrase on communication and one on team building. Again, the frequency and sameness of these phrases neutralizes them.

What do you do about it?

• Spend more time thinking about how you are different or better than job seekers with the same title and then demonstrate it with a more differentiated collection of key words. Include accomplishments and case histories.
• While it is good to announce that your efforts increased sales or reduced customer complaints, the people who demonstrate additionally how they increased sales or whatever are more credible and will be valued more at the negotiation table. The people who show how they successfully applied the technology and how well they know it are valued more than the people who just offer a long list of technologies. In order to “own” your successes you need to show your impact on the process. Don’t just claim the results many people in the group influenced.
• When you understand your differences, think through for which clients those differences are advantages, and concentrate your efforts on the clients with the most pain for your skill set. If you have done this with enough scrutiny, you probably have only 10-25 companies on your list.

It is easiest to establish yourself as a must-hire resource with an audience for whom that skill provides the greatest ROI (return on investment.) You need to show them you can apply industry/technical knowledge more effectively than anyone else.