Why Your Resume Needs a Personal Brand Statement

Resumes get less and less attention as technology improves. Employers and hiring managers will read them on the go using their smart phones or fly through hundreds of resumes a day using an Applicant Tracking System. Many hiring managers only devote 10-15 seconds to each resume. For that reason, it is essential to utilize the prime real estate at the top of your resume.

A simple career objective only tells employers what you want to do and does little to capture their interest. An executive resume should involve a personal marketing strategy and the first step in any marketing plan is to think of your audience’s needs, not your own. A personal brand statement will set you apart from other qualified candidates competing for the same medical device job.

What is a Personal Brand Statement?

A personal brand statement explains your unique value and your target audience. It should also give the reader a feel for your personality. Again, you are capturing the hiring manager’s attention by setting yourself apart from other candidates through interesting language and unique value.

Ideas for creating your own statement: Your statement should be 1-2 sentences in which you explain what problems you solve (your value), how you uniquely do so, and who your target audience is. A note to medical device professionals, sometimes the “audience” you serve will a specific technology (engineers) and other times it could be a type of surgeon or physician (sales/marketing).

  1. Focus on your niche market: In the medical device industry, experience with specific technologies is a unique value. A few weeks ago we had a search for an engineer with imaging experience and experience with moving parts. The majority of resumes I read did little to explain niche experience and merely listed the companies the candidate had worked for. The one resume that stood out explained the candidate’s relevant experience at the top of his resume and he became a finalist for the position.
  2. Keep it Memorable: Shorter is better, and avoid complicated language if you can. You want the reader to remember what your statement is and pass it on to others. The easier it is for others to explain what you do, the more successful your brand statement.
  3. This is not a Job Title: Job titles are what you are given once you are hired. A personal brand should set you apart from the rigid rungs of the career ladder, so focus on your tangible value rather than positions you have held. That said, engineers require certain “titles” since companies want to know whether you are an electrical engineer or a mechanical engineer etc.

Example Brand Statement: I am a highly innovative and diligent product development engineer with expertise in cardiovascular device design.