"How much does a resume cost?"

As a resume writer for more than 20 years now, this is a question I'm asked quite often. Back in the days when most resume inquiries originated from a phone call in response to my Yellow Pages ad, "How much does it cost for a resume?" was often the first question I was asked!

Now, with many resume writing colleagues posting pricing information on their websites (I'd estimate about 30% of resume writing businesses provide pricing data online), the question has evolved somewhat into:

“How much should I spend to get a resume written?”

The main reason for that question is because jobseekers will find rates anywhere from $5 (on Fiverr.com) to more than $5,000+ (from some of my excellent colleagues) for resume writing services. Friends who know I'm a resume writer ask me, "What's the difference?" and "How do I choose?"

I like to use a "car analogy" to explain the disparity in pricing. You can buy a car from anywhere from $200 (on Craigslist) to $2 million+. Pretty much all of them over $500 will get you from Point A to Point B. (If you're closer to the $500 price range, I hope that's within about 200 miles!) 

In some cases, it's not about transportation at all, but about status. HOW you get there (rich Corinthian leather seats, or cloth?) and the status of the vehicle (Mercedes Benz or Miata) that can explain the pricing difference with car prices, for the most part. But even then, the exact same model, with the exact same features and mileage, can vary by several hundred dollars, depending on whether you're buying via private sale or through a dealer. (So sometimes the sales channel has an impact too.)

Because the vast majority of resume writers are self-employed, we set our own prices. There's no requirement for certification as a resume writer (and, in fact, there are dozens of certifications offered within the resume writing industry), and no specific training or qualifications to hang out a shingle as a resume writing professional. I get questions from resume writing colleagues about pricing all the time -- they wonder how much they should be charging too!

According to my research -- in the Resume Writers' Digest Annual Industry Survey -- the "average" cost for a resume and cover letter is right around $500.

So why are some resume writing "mills" only charging $149 for a resume and cover letter -- and why do some top industry pros charge $5,000?

Here's some possible reasons for pricing differences:

• Customization/personal service. It's not always the case, but generally, the more personal service and customization with the resume services, the higher the price. Resume mills can make money off a $149 resume by standardizing the client intake process (generally, a questionnaire form that doesn't change) and fitting the client into one of a set number of design templates. (There's nothing WRONG with this approach per se, but it's the difference between buying a package of Chips Ahoy off the shelf versus ordering a dozen personalized cookies from a bakery.)
• How information is gathered. Relating to the level of customization, individuals and firms at the lower end of the pricing scale are likely to use worksheets, forms, and questionnaires for information gathering versus a phone intake interview. (I personally use questionnaires instead of phone consultations and there is nothing wrong with a written approach versus a verbal approach UNLESS the jobseeker prefers talking through their history. In that case, it's a matter of personal preference for the client.) But how information is collected can impact pricing -- in general, resume writers who use phone intakes charge anywhere from 20-50% more than those who work from questionnaires. (Although there are some VERY high end firms who use questionnaires exclusively, so it's not always true that you'll pay less when providing information in writing.)
• Volume. Aligning with the level of personal service is the volume of clients that an individual resume writer can work with. If you're conducting in-depth personal consultations or lengthy personalized questionnaires and spending 10+ hours on the writing of the resume, you BETTER be charging more than $500 for your services. Otherwise, you'd be better off getting a job at McDonalds because you're probably making close to minimum wage anyway!
• Experience/credentials. Although no certification or experience is required, resume writers who have one -- or both -- generally charge more. Many of the larger resume writing firms (mills) have a minimum requirement for their writers -- an "easy" certification like the CPRW (which requires a single test and no ongoing continuing education) is often the bar for application. In contrast, the cost to obtain an ACRW (Academy Certified Resume Writer) certification is $1895, plus five weeks of training and portfolio development. Choosing a resume writer who invests in her OWN career development is a good idea -- and is likely going to be at a higher price point.
• Resume only versus a one-stop shop. Resume writing professionals who provide a "single source" approach for jobseekers tend to charge more than individuals who only write resumes. Some career industry colleagues provide career assessments/testing, personal brand development, the full spectrum of writing services (not just resumes and cover letters, but bios, CVs, thank you letters, networking letters, etc.) plus LinkedIn profile development, and into coaching services -- interview coaching, salary negotiation coaching, career change strategy development, and more. Because they tend to have a deeper well of knowledge, information, and resources, they tend to charge more even just for the resume writing piece of it, if that's all you need.

With so many possible resume writers to choose from (my research indicates there are about 4,000 professional resume writers worldwide), how does a jobseeker choose? That's a topic for another blog post. But in general, look at these factors:

• What do you need? Do you need JUST the resume and cover letter, or are you looking for someone who can help you navigate the job search process?
• How do you prefer to work? Do you want to have a high level of hand-holding, or are you comfortable working with your resume writer virtually (email/questionnaires)?
• How complex is your career? Someone just coming out of college is an easy project for most resume writers -- mid-level professionals and early executives need someone with more experience -- and I'd ONLY recommend someone who works with federal resumes if you're looking for a government job.
• How much are you willing to spend?

That final question is important. The other question jobseekers need to ask themselves is: "How much do I want to invest in my career?" Going back to that car analogy, what do you need? What do you want?

There is a general guideline that jobseekers can use:

In  general, you should spend 1-3% of your annual salary on your career development. 

According to the Census Bureau, the median household income in America (across all jobs) was $51,939 (as of September 2014*). Using the 1 to 3% figure, that would mean spending between $519 and $1557 on career development annually. Now, that could include more than just a resume/cover letter -- that can include continuing education/training, career-related clothing and personal items, and even something like a subscription to LinkedIn Premium membership. But if that $52,000 was a single jobseeker (let's say a single parent), the $519 amount is right in line with that "average" fee for a resume and cover letter that I mentioned before.

The advantages of a professionally written resume are numerous -- many jobseekers find it hard to know what to write about themselves (much less design a resume that meets modern job search standards and Applicant Tracking System-friendly formats). Professionally written resumes are more likely to generate interview requests than do-it-yourself documents, meaning a potentially shorter job search. (You can calculate how much it costs every week you are unemployed -- for example, if you're making that hypothetical $52,000 a year, that's almost $1,000 a week.)

Back to the car analogy, your income is your greatest wealth-building tool. (The average person makes over $1.4 million in income throughout their lifetime.**) 

The average monthly new vehicle lease payment in the U.S. in 2015 was $412/month***. You'd spend $400 each MONTH to drive something that gets you where you want to go -- why not spend a couple hundred dollars more for a document that can drive your CAREER where you want it to go?

So instead of asking "How much does a resume cost?" jobseekers should probably instead be asking themselves, "How much do I want to make?" and what is the cost of NOT investing in their job search, and their career path.

Sources: 

* http://www.foxbusiness.com/features/2015/07/09/average-salaries-for-americans-median-salaries-for-common-jobs.html

** https://www.quora.com/How-much-money-does-the-average-American-make-in-their-lifetime

*** https://www.statista.com/statistics/453170/average-monthly-new-automobile-lease-payment-usa/

Low-Cost Resume Revisions

There may be times when you offer an "entry-level" resume development product to clients -- for example, a low-cost revision of the client's existing resume. This service might be priced from $59-$149 (of course, your fees will vary with how seasoned of a resume professional you are!!) and include revamping the client's document with a minimum amount of new content.

This service might be appropriate for the client whose resume needs some help, but not a complete overhaul. It might also be appropriate for the client who cannot afford your typical service offerings (including full resume revision and accompanying cover letter). Or it might be a service that you offer specifically to job seekers participating in a job fair in an effort to develop immediate business and generate a return on the time and money invested in participating in the career fair. (For example, you might advertise this Resume Revamp service for the 2 weeks leading up to a major career fair in your area, at a special $99 price, plus a handout on 'Getting the Most Out of Job Fairs.')

So what should the client expect to get for this low-cost investment? Managing his or her expectations is a critical part of the service delivery process. A client who is expecting the "full treatment" while paying bargain-basement rates will be disappointed, no matter how great the finished product is. So outlining the scope of services you will provide will be critical.

This can include defining such things as:

• Up to 'x' amount of time (for example: one hour) on resume research, draft development, and design. Package does not include questionnaire or client consultation beyond initial conversation. Resume revision will be based upon content provided in client's original resume.
  
• Package includes one revision to incorporate client's changes/modifications (up to 'x' amount of time). Additional drafts or consultation time beyond that will be charged at 'x' rate.
  
• Resume provided in electronic format (Microsoft Word), with additional formats or hard-copy laserprints and/or CD provided at an additional cost (specify the cost in the quote). Cover letter development or revision provided at an additional cost.
  

You will also want to clarify that this service is not appropriate for career changes, adding in any new positions, or significantly changing the content of the existing resume. Client must have an existing resume (updated through current position) in order to order this service.

A question I'm often asked by resume writers is how different the resume revision should be from the original. Here are a few guidelines:

• At a minimum, you should use a different font and layout than the original resume. Sometimes this is an easy fix -- particularly if the original resume was developed in a Microsoft Word template.
• Completely rewrite the top 1/3 of the resume. The Qualifications Profile is the area where most clients struggle. Spending 75% of your efforts on creating an outstanding opening to the resume will make a huge difference in results for most clients.
• Use a different layout for the company descriptions than what the client originally provided. If the client's resume uses a series of bullets, change to a more paragraph-oriented style. Incorporate in design elements, white space, and expert formatting techniques to make the resume more "professional" in appearance.
• Make sure you change 20-25% of the client's wording -- with special emphasis on punching up the Accomplishments. If you don't want to take the time to ask the client the questions needed to quantify more accomplishments, include the question in the resume itself for the client to answer.
  

For example, the client's original resume might have this statement:
"Negotiated with vendor to decrease annual costs of packaging materials by 40%."

You might rewrite this to be:
"Saved company [$$] by negotiating with key vendor to reduce annual packaging material costs by 40 percent."

Finally, the key to successful client expectations management is outlining the changes in the e-mail to the client with the draft delivery. Here you want to manage the client's expectations that they're getting your *best* work for the price they paid -- but leaving the door open to upgrading them to a higher level of service later.

For example, you might write:

Dear (Client):

Thanks for the opportunity to work with you to revise your resume within the scope of our
entry-level Resume Revamp package. As promised, I have incorporated in a couple of key modifications which should result in an immediate improvement in how your resume is received by prospective hiring managers. These include:

• (Developing / Modifying / Improving) the Qualifications Profile on your resume to create a dynamic first impression for the reader. The top 1/3 of the resume is key to attracting the attention of the hiring manager, and the rest of the resume is used to provide information to support the qualifications we spotlight in this key section.
• Highlighting the value you offer to a prospective employer by quantifying key accomplishments in your work history, including how you've saved your previous employers money, made them money, or improved the workplace by your contributions. I've outlined a couple of key areas where you can provide additional information to better quantify your impact on the organization.
  
• Using effective design strategies to create a resume that can easily be scanned to find key information. This format is effective for both traditional (printed) use of the resume as well as sending your resume as an attachment in Microsoft Word format. (Please keep in mind, however, that we recommend an ASCII text format if you are going to be using your new resume in postings on the major Internet job boards. You can order this format as an additional service.)
  

The resume package you purchased is not a complete overhaul of your resume, so you will find that I have kept the majority of your original content. I am confident that your revised resume will increase the response you receive -- but keep in mind that we do offer more comprehensive writing services to further enhance your qualifications and incorporate in more targeted keywords and accomplishments. We can also re-target your resume to position you to pursue different career fields, and provide template and customized cover letters to support your job search. If you are interested in more information about any of these additional services, please let me know.

Of course, a key part of the resume development process is collaborating to finalize your new document. Please make sure that everything on the resume is accurate (including the spelling of your name, your address, phone number, e-mail address, dates of employment, etc.). Also, please make sure that I'm describing you accurately, as we want to position you as a great candidate, but I don't want to overstate or overemphasize any areas you're not comfortable with. You may show your drafts to others, if you wish, but be sure you have spoken to everyone before you contact me with your changes or approval since your contract provides for one revision.

I look forward to hearing back from you in the next 24-48 hours to finalize your documents. If I don't hear from you in that timeframe, I will assume that you are happy with your new resume and will close out the project.

Thank you!

(Your Name)