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The Key to a Successful Job Search Campaign: Marketing Strategy

Long before I earned my first resume writing certification and became a job search coach, I worked in marketing. For 10 years, I worked with multiple businesses creating copy and content that appealed to their customers, generated sales, and increased bottom-line profits.

Honestly, resume writing isn’t much different. I always tell my clients to think like a hiring manager when presenting information on a resume, cover letter, LinkedIn profile and any other career communications, making sure that it’s “skimmable” yet still makes an impact. As a marketer, you learn about strategically placed word/phrasing, headlines and sub-headlines. This includes taking a more tactical approach to incorporating bullets and lists that effectively highlight the information that really needs to stand out.

Marketing is about communicating the benefits of choosing a company’s service or products over others. In order to do that, a consumer has to be convinced of that product’s/service’s value and how it will solve a specific problem. Substitute “job seeker” for “product and/or service,” and the objective is exactly the same.

One of the biggest challenges for anyone writing a resume is stepping back and looking at their experience, contributions and accomplishments with objectivity; and then translating that information into a format that means something to the people hiring for the position you are applying to. It’s so easy to get caught up in how you want recruiters and hiring managers to see you and recognize the value of what you can do if hired. But as marketing professionals know, the key to any successful campaign-traditional marketing or job search – is knowing your reader and giving them the information they need to choose you.


Need a professionally developed LinkedIn profile that positions you as the expert in your field that you are who also happens to be as fascinating on social media as in real life? Well then, we should talk. Contact me by phone: 1-866-562-0850 or email:

Kimberly Ben is a multi-credentialed Professional Resume and LinkedIn Writer and Job Search Coach. She has written hundreds of resumes, cover letters, LinkedIn profiles, and other career communications for multiple career industries and professions. Kimberly’s extensive education, training, and experience have resulted in a clear understanding of current hiring best practices and the most effective job search techniques, branding strategies, and insight on what it takes to gain the competitive edge and impress employers in a challenging job market.

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