Nine Takeaways From the NRWA Conference

There were a LOT of takeaways from the 2016 NRWA conference in Annapolis. You can read some of my tweets at the #theNRWAConf2016 hashtag, but I did a Facebook Live broadcast today with my top nine takeaways. You can watch them here.

Here's part one (takeaways #1-7):




And here's the second video (takeaways #8-9)





Takeaway #1: Jean Austin: Presenting Your Clients' Talents, or Answering the Big "So What" Question?

Sometimes we forget that accomplishments do not have to include numbers -- they can be things that can't easily be measured. Here are some questions you can ask:

• Did they complete a project ahead of schedule?
• Did they satisfy an unhappy customer?
• Do they go above and beyond the scope of their job?
• What would others who worked with them say they contributed?

Takeaway #2: Thomas Powner: Cover Letters: Adding the Human Touch to Ignite an Interview

Thomas got us thinking about the reder of the cover letter. What do they want to know about the jobseeker?

He sent a cover letter survey to 190 recruiters, hiring managers, and interviewers. One-hundred sixty people participated. Some highlights of his findings:

• 63% read the cover letter
• 49% read the cover letter after the resume

Powner developed what he calls the "Human Voice Cover Letter," which includes four elements:

• Opening statements that connect the jobseeker to the company
• 3-5 "human voice" snapshots
• Answer any questions asked in the ad
• Closing statement/call to action

Takeaway #3: Colleen McKenna: "LinkedIn: It's Not Social, It's Business"

• 5.4 people are now involved in most corporate decisions -- including hiring. That means more than one person is looking at your LinkedIn profile.
• The number one activity on LinkedIn is looking at people's profiles -- everyone's sounds the same. The ones that stand out talk about the "why."
• 60% of people look at LinkedIn profiles from a mobile device -- keep it short and sweet.
• If you're using LinkedIn Publishing, experiment with Sunday morning posts. One thing McKenna said is that she thinks browsing social media has replaced the old habit of reading the newspaper on Sunday mornings.
• If you want to increase your chances of getting your LinkedIn Publishing posts picked up on LinkedIn Pulse, have great content. Publish frequently. Use hashtags. Include 5-6 images on video. And produce long content -- 750 to 1000 words.

Takeaway #4: Kimberly Schneiderman: Recruiters: Answers to Everything

I think my favorite session at the conference was Kimberly's. She took the initiative to conduct a survey of 273 recruiters and hiring managers (plus 10 one-on-one interviews) using the RiseSmart database. 

She shared the results with NRWA conference attendees -- including dozens and dozens of relevant takeaways. Some of my favorites:

• 40.7% cited LinkedIn as an online source of candidates.
• "Oneline job boards might results in an interview, but they are LESS likely to result in a job offer." Very interesting.
• 67% of recruiters actually use their Applicant Tracking Systems (ATS). So it's particularly important for resume writers to make a strong tie between the client's job requirements and the position.
• Some recruiters said an unnecessarily long resume will date you.
• 84% of companies use in-person or phone interviews. Only 4% use recorded video Q&As.

NOTE: If you use any of these statistics, please credit Kimberly Schneiderman/RiseSmart

Takeaway #5: Pricing Town Hall

One of the neatest things about conferences is the opportunity to interact with other participants before and after sessions, and learn from them in the sessions. Conference chair Dawn Rasmussen added four concurrent "Town Hall" sessions this year to allow this kind of interaction among participants. I attended the one on pricing.

The content in this session was generated by participants. Here's some of my takeaways:

• Several resume writers said they have trouble quoting high prices over the phone -- so they tell clients they will email them a proposal.
• Remember that not everyone who calls you is a customer.
• Ask questions before you quote a price. (This will help you determine if you're a fit with the client's needs, and if they're a fit for your process.) You can use the "First Call Questions" special report to help identify questions to ask.
• If you're not rejected everyone once in a while (told your prices are "too high"), your prices are too low.

NOTE: If you are a Free or Bronze level member of BeAResumeWriter.com, sign in and check out the Free Level Resources page for some additional pricing research and resources!

Takeaway #6: Robin Schlinger: Applicant Tracking Systems

I always love Robin's insight into Applicant Tracking Systems -- even if the information scares me a bit. ATS software is more pervasive than ever, and is probably the number one thing that will impact the resumes we write in the next 1-5 years.

Here's what she had to say:

• Taleo ATS software is being used by 36.4% of companies -- or about 1/3 of jobs that are publicly advertised. How can you tell? The job posting may say "Powered by Taleo" or the URL of the job posting may include Taleo.
• Robin likes to give clients ONE resume (not an ATS friendly one and a non-ATS-friendly one).
• Font doesn't matter with the ATS. Standard bullets may not be read, but they don't mess up keywords if they're not read correctly, unlike text words. Robin pointed out that accented words will screw up keywords. This also applies to client names with an accent mark -- like José -- as one participant on the Facebook Live broadcast pointed out.
• Tables, graphics, and columns CAN mess up fiends in the ATS -- "like big-time mess up" -- it can put data in the wrong fields entirely. Robin pointed out, however, that it won't "kick out" the resume -- that's a scam. But you won't know if a particular company's ATS software can overcome the formatting issues. So, better safe than sorry.

Robin also shared "Known ATS requirements":

• Use standard header names to help the ATS categorize information (i.e., "Education," "Training," "Work Experience," etc.)
• Do not put titles after the client's name -- i.e., MBA, CPRW, PE. These may cause problems with data field population too.
• Here was an interesting one I'd never heard before: Did you know that Taleo has a setting that (if enabled), allows the hiring manager to reject all resumes without a physical address on it? So include the address, city, and state. Just in case.
• Repetition is encouraged in ATS-friendly resumes, even if it duplicates information from work experience to work experience. Duplicate content can strengthen keyword density.

Takeaway #7: Modernize Your Resumes: Content, Format, and Design with Wendy Enelow

Following immediately after Robin Schlinger's session on ATS resumes, the logical question (one asked by audience member Thomas Powner and deftly answered by Wendy, was: How do these beautiful resumes fit into an ATS-friendly (ugly!) world? 

Wendy's answer: She would only do these types of resumes (with images, tables, charts, and other graphics) if the client's job search was focused primarily on networking and referrals. If you're not doing an ATS resume, graphics, tables, and images can communicate information effectively and succinctly.

One thing that hasn't changed with the "modern" resume format -- the importance of the top third of the first page of the resume. Wendy advocates "Start With the Wow" -- make every word count in this area. Consider including third-party endorsements and testimonials for additional impact.

Also, Wendy says to consider fonts and design choices on the modern resume -- they need to correlate with the client's desired industry and their personality.

Takeaway #8: So, Tell Me About Yourself … Translating Personal Branding Into Powerful Resumes and Interview Skills with Elaine Lien and Lucie Yeomans

There's no more powerful testimonial for the information that Elaine and Lucie shared than the fact that right before their presentation, Lucie swept the ROAR Awards (Recognizing Outstanding Achievements in Resumes) for Experienced Resume Writers. To me, that really communicated the value of assessments that they use in their branding work. Specifically, they focused on the Reach360, DISC, and StrengthsFinder assessments.

Lucie emphasized how having this assessment information helped her overcome writer's block -- the data gives her both concrete information and a point of view for her client, which makes the resume easier to write.

With the StrengthsFinder, she buys and sends the StrengthsFinder 2.0 book to clients. Each book contains a unique code for clients to go online and take the assessment. She then asks them to send the results to her. (Individual tests can also be purchased online here.)

Again, this strategy is obviously working for Lucie, as her award-winning resumes demonstrate. Assessments like these are things that more of us resume writers probably need to be using.

Takeaway #9: "5 Steps to Creating a Million Dollar Brand" with Dr. Brandi Baldwin-Rana

"Doctor Brandi" was hilarious, and I wish more of the attendees had been able to participate in her presentation. As is usually the case, though, attendees who departed the conference early to make a flight missed this fabulous closing session.

One of the things that resonated most strongly with me is her assertion that resume writers need to work on their own branding. "Perception matters," she noted. (I always say that resume writers/career professionals are like the proverbial "shoemaker's kids" -- they're always barefoot.)

Doctor Brandi suggests creating an Ideal Client profile and using that to attract your perfect clients. (I believe strongly in that too!) She also had attendees write down "3 words that describe your brand." This was a fun exercise.

Then, she encouraged resume writers to align their ideal client profile and personal brand and articulate it -- and COMMIT to it. She said "you never want to be off brand."  

There were a LOT more takeaways from the NRWA Conference, and I'll be sharing more of them, so stay tuned!

Q&A: Designing an ATS-Friendly Resume

Yesterday's blog post focused on the content of an ATS-friendly resume. Today's post tackles design considerations for resume writers when creating a resume that is likely to go through an Applicant Tracking System.

Q. How do I design an Applicant Tracking System-friendly resume?
A. The easiest way to ensure the client's resume will be accepted by an ATS is to design a resume that is both ATS-friendly and human-reader ready. 

The two are not mutually exclusive; however, ATS-friendly resumes are formatted much more simply, while human-reader resumes may contain graphic elements that make the document easier to read and more attractive to the reader.

Because the ultimate goal is to have the resume reviewed by a human, even an ATS-friendly resume needs to be readable — and attractive — to human eyes. (Be sure to tell clients: If they are given the choice to copy-and-paste the resume or upload a file, choose the upload option. This will ensure the human-read resume retains the formatting in your original design.)

Some applicant tracking systems can manage graphics (or simply ignore them), but since many systems can’t handle graphics of any type, it is best to omit them if you suspect an applicant tracking system may be used to handle the application.

The format of the main body of the resume is critical — some ATS software cannot read header/footer information, so if you include contact information in those sections, it may not be read. (And remember, geographic location can be used as a filter.)

Does an ATS-friendly resume have to be boring? Not necessarily — although formatting has to be carefully considered.

Format is extremely important. The employer name must appear before the date.

Work experience — the client's current and previous jobs — should appear in this format:
Company Name Date
Position
Description

The date should always appear to the right of the company name for optimum reading by the applicant tracking system. Dates can be included in almost any standard format — for example: November 2014, 11/2014, or Nov. 2014.

Work experience sections should also include the skills used in the role (including computer software and hardware, if relevant).

One nice thing about applicant tracking systems is that they are not sensitive to the length of the resume, so two or more pages are fine. However, they are sensitive to formatting issues.

Formatting a Resume For ATS Compliance:

1. Open the file in Microsoft Word. Under the “File” menu, choose “Save As.” Rename the file (recommended format: LastNameJobTitle.txt) and save as “Text Only” (.txt) format. 
2. Close the Microsoft Word window. Open the .txt file in Microsoft Word. 
3. Fix any obvious formatting issues. 
4. List the client's contact information at the top of the document, with each piece of information on a new line. Label the phone number with “Phone:” and email address with “Email:.” 
5. Create section headings (if they did not previously exist in the resume). These can include “Summary,” “Work Experience,” and “Education.” Use one heading per section (do not combine “Education and Training,” for example), and include an extra return (an extra line) between sections. 
6. Use simple bullets (•) or keyboard characters (*, -, or >). Do not use dingbats or other special characters, as these will not be read properly by the ATS. 
7. Highlight the text and choose a more appealing font than Courier. (Suggested fonts are Arial, Georgia, Tahoma, or Verdana.) 
8. Re-save the file as a .doc. (Under the “File” menu, chose “Save As.” Make sure you choose “Word Document” under the “Format” option.) 

Here's a checklist for an ATS-Friendly Resume:

• Is saved in an approved format — resume is submitted as a .doc, .docx, or .txt (PDF, RTF, and JPG formats are not ATS-friendly)
• Does not use fancy templates, borders, or shading.
• Is in a single column format (no tables, multiple columns, or text boxes)
• Uses simply formatted text of a reasonable size (10 point size or above)
• Includes standard fonts (Arial, Georgia, Tahoma, Trebuchet, and Verdana are all “safe” choices)
• Does not contain complex formatting (condensed or expanded text) — that is, don’t use extra spaces between letters, because the ATS can’t “read” it.
• Include a few, clearly defined sections: Summary, Work Experience, and Education.
• Does not contain images or graphics — or, if they do appear, they do not affect the single-column formatting (Be warned, however, that the simple inclusion of any graphics may be enough to “choke” some applicant tracking systems.)
• Does not include any information in the headers or footers of the document (if saved in Microsoft Word format)
• Has been thoroughly edited and spellchecked and there are no errors. (The ATS will not recognize misspelled words).
• Does not include any special characters or accented words.
• Contains proper capitalization and punctuation. Both of these can affect how information is parsed and assigned within the ATS database.
• Uses the full, spelled-out version of a term in addition to abbreviations and acronyms — i.e., Certified Public Accountant (CPA)
• Incorporates relevant, targeted keywords and phrases for the type of position being sought — i.e., “Photoshop” instead of “image-editing software”
• Has been customized for the position being sought. “One-size-fits-all” does not work with applicant tracking systems.

Q&A: Writing Applicant Tracking System-Friendly Resumes

Got this question in the mailbag today!

Q. How do I make sure the resumes I write are ATS compatible?

A. Great question! "ATS" stands for "Applicant Tracking Systems," for those who are unfamiliar with the term. (And if you're a resume writer today, you should be familiar with it!!)

Applicant tracking systems fulfill two purposes: to manage applications for positions (especially where there is a high volume of applicants), and to screen out candidates who lack the required skills for the job.

Applicant tracking systems allow companies to determine which candidates may be a match for a particular position, based on a scan of the candidate's resume by a computer program that analyzes the content of the resume and determines how well it "fits" against the description of the position, including keywords.

Some applicant tracking systems also facilitate internal communication among hiring professionals — allowing those with access to the system to share applicant resumes and notes.

The goal of the ATS is to help hiring managers and recruiters more easily identify candidates with the skills, education, and experience that are most desired of candidates. Just like you want the most relevant search results returned when you type a query into Google, the hiring manager doesn’t want to sift through hundreds or thousands of resumes to find the handful of people he or she really wants to talk to.

When there are a large number of applicants for a position, the ATS allows the hiring manager to screen out low-ranking resumes, saving valuable time. In this instance, the applicant tracking system works a bit like your email spam filter. It separates out resumes it doesn’t feel would be relevant for the position being filled. Like a spam filter, it recognizes content that might not be important.

There are no clear statistics about the number of companies using applicant tracking systems; however, it’s clear that those numbers will continue to grow as the software’s cost comes down.

You might not know if the resume you're writing is going to go through an ATS, but the chances are that it probably will, so it's wise to keep that in mind when writing the resume UNLESS you know the candidate is only going to be submitting his resume to companies with fewer than 20 employees OR she is going to be giving the resume directly to the hiring manager and won't be subject to "resume screening."

It helps to have an understanding of how the ATS works so you can ensure you're writing resumes that will work seamlessly with a wide variety of systems and software.

Note: This post will discuss resume content; I'll write another one tomorrow that talks about resume formatting for the ATS.

There are numerous different ATS software programs on the market — including a few new ones that operate “in the cloud” — and all applicant tracking systems are slightly different. However, they all work in a similar way, by allowing for filtering, management, and analysis of candidates for a particular job opening.

Applicant tracking systems “parse” the information in the resumes submitted, pulling them apart and placing information in specific fields within the ATS database, such as work experience, education, contact data, etc. The system then analyzes the extracted information for criteria relevant to the position being filled — such as number of years of experience or particular skills. Then, it assigns each resume a score, giving the candidate a ranking compared to other applicants so recruiters and hiring managers can identify candidates who are the “best fit” for the job.

Criteria used by the applicant tracking system to determine a match includes:

• Appearance of a keyword or phrase — this can be measured by its presence in the document at all — as well as the number of times the keyword or phrase appears. 
• Relevance of the keyword within context. (Does the keyword or phrase appear with other keywords you would expect?) 

The higher the resume ranking, the more likely the application will end up being reviewed by a human reader.

Success in navigating an applicant tracking system isn’t simply about the volume of keywords and phrases — it’s the right keywords — and, in particular, how unique those keywords are. Most jobseekers include the “obvious” keywords, but many applicant tracking systems put value on related keywords, not those specific terms.

Applicant tracking systems see some keywords and phrases as more “valuable” than others. Many systems also allow the hiring manager or recruiter to “weight” criteria — applying greater significance to certain terms or qualifications. Hiring managers can also apply filters to further refine the candidate pool — for example, geographic or educational criteria. They can also specify keywords as either “desired” or “required,” which affects rankings.

In many cases, however, the system itself determines the most relevant keywords and phrases, as outlined in the job posting.

Resume effectiveness goes beyond the ATS, however. Once your client's resume pops up in the ATS search results, it needs to reflect what the recruiter or hiring manager expects from a candidate with the qualifications they desire.

Think about when you’re conducting a search on Google. You type in your search criteria, and a list of results appears. You begin clicking on results and can tell within a matter of seconds if the item fits what you were looking for. If it does, you’ll read further. If it doesn’t, you’ll click onto the next result. The same is true with the ATS.

For resumes analyzed by an ATS, it is important to include as much relevant information as possible. Inadvertent omission of key data can be the difference between having your client's resume appear in a list of candidates meeting search criteria — and not making the cut.

For example, if the client is pursuing a degree or certification, it should be included in the client's resume (labeling it as “in progress” or “pending completion”), because a hiring manager may search for a specific type of degree or keywords contained in an area of study.

If the missing information is keyword-rich (i.e., a relevant job, educational credential, or certification), that can negatively impact the resume's rating — and, therefore, the likelihood of him or her being selected for an interview.

Keywords can be nouns, adjectives, or short phrases — and describe unique skills, abilities, knowledge/education/training, and/or experience.

How can you find the keywords or search terms that are likely going to be used to query the ATS?

• Review job postings for the type of position the client is seeking 
• Analyze current job descriptions (and job descriptions of positions similar to the one the client has, and the one he/she wants) 
• MyNextMove (http://www.mynextmove.org/) 
• Occupational Outlook Handbook
• Dictionary of Occupational Titles (www.occupationalinfo.org) 
• Occupational Outlook Handbook (http://bls.gov/ooh/) 

Also look for synonyms to the keywords you identify.

In tomorrow's blog post, I'll address the importance of formatting the resume correctly to comply with the ATS software.