Create a Branding Statement to Replace Your Old Objective Statement

June 22, 2011

Who likes writing objective statements?  Who actually reads objective statements?  My guess is that the answer to both of those questions is a NO!  Objective statements are outdated and should not be used anymore. 

So, you might be asking yourself, what do I write at the top of my resume to show an employer what I’m seeking?  The answer is much more interesting to both write and read.  Write a BRANDING STATEMENT!

When you purchase any product, you search for traits and qualities that meet your needs.  Through a targeted marketing campaign, the seller showcases their product’s value.  The value that a product can contribute is what the customer wants to read and subsequently buy. The same holds true for a resume.

Employers want to see how you can meet their needs.  By writing a quality branding statement, you will not only articulate what you can do for a potential employer but will also state your goals if written effectively.  A branding statement noting your proven ability to manage large-scale projects will interest employers seeking project managers.  Your communication is focused on the customer or employer not yourself.

As a job seeker, your responsibility is to brand yourself as a solution to potential employer’s needs.  Hiring managers are tasked with having the right resources to effectively produce positive results.  Challenging opportunities within an organization where you can increase your responsibility and upward mobility will be the result of you being a valued contributor to that organization not the reason you are hired.  Brand yourself as a solution in your resume introduction and employers will pay attention.  Your objective will be met once you demonstrate you are the ideal brand for the organization.

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