Last week, I wrote a blog post on "Using HubPages to Build Visibility as a Resume Writer," and I received a few emails from resume writers who wanted to know more about how to do this. So here's your "how to" guide.
HubPages are essentially free web pages. As a "Hubber," you sign up for an account and begin creating your hub pages. It's a lot like creating a blog. However there are many differences too. To be a successful hubber, there are a few keys to success.
Plan
What is your hub going to be about? Who will read your hub and why? You may need to do a bit of research at this point. The more specific your hub topic, the better. For example, a hub page on resumes is too general. However a hub page on federal resumes will probably be more successful.
The secret to attracting loyal readers and followers is to appeal to a niche topic. Become the expert on that niche topic and provide a wealth of information. (Most resume writers considering using a HubPage already understand the value of niche markets when marketing your services online, so I'm preaching to the choir a bit here.) Consider doing a bit of keyword research during the planning phase as well. Use a free online keyword tool to help you brainstorm a niche. Then use the information provided to choose a niche topic that has high demand.
Plan how you're going to monetize your hubs too. The way most hubs make money is through AdSense, so keywords can be important. They also make money with affiliate marketing or to promote products you sell on Amazon or eBay. (I covered this topic in more detail in the original post.)
Write
The foundation of a hub -- in fact, the foundation of any online website or blog -- is content. In the case of most hub pages, that means articles. Create a content plan so that each hub page you create has a specific purpose, goal, and topic. Make sure the goal and topic match your monetization choice. (Meaning: are the topics you're choosing ones that will attract advertisers interested in reaching this audience -- or, in the case of affiliate programs, are you writing content that will complement the products you're promoting?)
For example, if you're going to drive traffic to resume writing books on Amazon.com, then the topic of the hub needs to be relevant.
Inform and Entertain
Writing style is important to the success of your hub pages. You don't need to be an exceptional writer; however, your content does need to be interesting and valuable. Share your personality. Write conversationally. And use interesting headlines and subheadings to attract attention. People rate, share, and print your hub pages. The more interesting and valuable your content is, the better your hub pages will perform. (Photos and images are another way to add interest to your hub pages.)
Finally, if you have more than one hub page, link to your other hub pages to create flow. For example, if you have a hub page on KSAs, you might want to also have a hub page on how to use the USAJobs website. And another on how to analyze federal job postings for keywords. Link and group the pages for better results.
HubPages can be a good way to make money online. They're free. You can write on topics you love and know. And you can share your information with the world, building your visibility as a career industry professional at the same time.
Ideas, information, and resources for professional resume writers.
Monday, November 14, 2011
Friday, November 11, 2011
Create An Interesting Logo for Your Resume Writing Business
I'm married to a graphic designer. So I'm accustomed to looking for -- and recognizing -- great design. Many years ago, when I started Resume Writers' Digest, I was the go-to source to check with before new resume writers named their resume business. My database of more than 4,000 resume writers was a good resource for checking to see if a business name had been taken.
With the advent of the BeAResumeWriter.com member directory, I'm now getting a window into great resume writing business logos. Whether you have a free or paid account on BeAResumeWriter.com, you can upload your business logo as part of your directory listing. (If you're not a member of the site, or you're not logged in, you can't see the business logos. But log in as a free member and you can see them!)
An interesting logo is often one of the keys to brand recognition. It's great if someone can see your logo and immediately feel connected to you and your resume writing business. That's tremendously powerful -- especially because the job search and seeking out a resume writer are intensely personal experiences. Making an emotional connection with your logo can immediately build interest, excitement, and trust. Almost every resume writing business can benefit from creating an interesting logo. Here are some tips and strategies to help you do just that.
Relevance
Consider the career services industry. The first thing to think about when you're creating a logo is that the images, colors, and fonts you use all need to be relevant to our industry. Creativity is one of the hallmarks of being a resume writer. So is professionalism. Please, please don't use Comic Sans font in your resume business logo! Just as an IT management company shouldn't use Zapf Chancery as their font, your resume business shouldn't use something as boring as Times New Roman in yours!
Also consider images and graphics. Logos connected to writing tools, paper, and writing implements make sense. Check out these logos:
Attention Grabbing
Your logo will ideally grab your prospect's attention immediately -- in a good way. There are shocking and sometimes awful logos that grab your attention. However, generally that's not the goal. You want to make a strong positive impact. Eye catching simply means that it stands out from the other logos in your industry and on your website and marketing materials.
Here's my business logo. We selected the color to be eye-catching. And the image of the light bulb evokes creativity and inspiration.
Here's the new BeAResumeWriter.com logo:
He also did a vertical version (for use with Facebook and Twitter):
Consider how your logo will look both online AND offline.
Easy to Read
You might think this would be an obvious element to an interesting logo. Yet many logos are downright difficult to read. There are many factors that play a role in readability. They include the font and also the font size. Also, the background color and the color of the lettering are important. For example, yellow lettering on an orange background could be very difficult for most people to read.
Simple
An interesting logo doesn't need to be complicated. In fact, visually complicated images are often ignored. Simple, strong and clear logos tend to perform much better than trying to convey a complicated message.
Brand Image
Also consider your brand image. Ideally your logo will match your brand image. For example, if your resume writing practice focuses on federal resumes, then you will ideally choose colors and images that support that brand. It wouldn't make sense to go with a gray logo with black lettering in this case.
Memorable
Finally, an interesting logo is memorable. Think about the logos that are forever embedded in your mind. Coca Cola, McDonalds, Nike, Google, Harley Davidson, MTV, Gucci, Target, and Starbucks are all memorable logos that you can probably envision without too much effort. These logos are simple, memorable and they relate to the companyís brand and personality. In fact, they contribute to it.
You can create your own logo with a little time and effort. There are very useful design programs online. If you're struggling to create your own business logo, consider hiring a professional. (But not my husband ... I've got plenty of projects lined up for him to work on!) Having a logo designed for $100-$300 can be a great investment in your business.
An interesting logo is often one of the keys to brand recognition. It's great if someone can see your logo and immediately feel connected to you and your resume writing business. That's tremendously powerful -- especially because the job search and seeking out a resume writer are intensely personal experiences. Making an emotional connection with your logo can immediately build interest, excitement, and trust. Almost every resume writing business can benefit from creating an interesting logo. Here are some tips and strategies to help you do just that.
Relevance
Consider the career services industry. The first thing to think about when you're creating a logo is that the images, colors, and fonts you use all need to be relevant to our industry. Creativity is one of the hallmarks of being a resume writer. So is professionalism. Please, please don't use Comic Sans font in your resume business logo! Just as an IT management company shouldn't use Zapf Chancery as their font, your resume business shouldn't use something as boring as Times New Roman in yours!
Also consider images and graphics. Logos connected to writing tools, paper, and writing implements make sense. Check out these logos:
Attention Grabbing
Your logo will ideally grab your prospect's attention immediately -- in a good way. There are shocking and sometimes awful logos that grab your attention. However, generally that's not the goal. You want to make a strong positive impact. Eye catching simply means that it stands out from the other logos in your industry and on your website and marketing materials.
Here's my business logo. We selected the color to be eye-catching. And the image of the light bulb evokes creativity and inspiration.
Here's the new BeAResumeWriter.com logo:
He also did a vertical version (for use with Facebook and Twitter):
Consider how your logo will look both online AND offline.
Easy to Read
You might think this would be an obvious element to an interesting logo. Yet many logos are downright difficult to read. There are many factors that play a role in readability. They include the font and also the font size. Also, the background color and the color of the lettering are important. For example, yellow lettering on an orange background could be very difficult for most people to read.
Ugh: 
Ugly: 
Simple
An interesting logo doesn't need to be complicated. In fact, visually complicated images are often ignored. Simple, strong and clear logos tend to perform much better than trying to convey a complicated message.
Brand Image
Also consider your brand image. Ideally your logo will match your brand image. For example, if your resume writing practice focuses on federal resumes, then you will ideally choose colors and images that support that brand. It wouldn't make sense to go with a gray logo with black lettering in this case.
Memorable
Finally, an interesting logo is memorable. Think about the logos that are forever embedded in your mind. Coca Cola, McDonalds, Nike, Google, Harley Davidson, MTV, Gucci, Target, and Starbucks are all memorable logos that you can probably envision without too much effort. These logos are simple, memorable and they relate to the companyís brand and personality. In fact, they contribute to it.
You can create your own logo with a little time and effort. There are very useful design programs online. If you're struggling to create your own business logo, consider hiring a professional. (But not my husband ... I've got plenty of projects lined up for him to work on!) Having a logo designed for $100-$300 can be a great investment in your business.
Thursday, November 10, 2011
Why I Can't Recommend Tony Beshara's Book, "Unbeatable Resumes"
Today's Reach Personal Branding Series Interview call was with Tony Beshara. I now regret mentioning his free teleseminar, "The Changing World of Resumes" on the BeAResumeWriter.com event listing, or further promoting it on my Resume Writers' Digest Facebook page and Twitter feed.
First off, I guess I don't understand why William Arruda would select Tony as a guest for the interview series. Resume writers -- and career coaches -- have been some of the most loyal proponents and brand ambassadors of the Reach Personal Branding system. Yet in Beshara's book, "Unbeatable Resumes," he specifically denigrates the work of resume writers:
I personally don't know a lot of resume writers who would choose a functional format for their clients. Occasionally, yes. Chrono-functional formats can be useful. As resume writers, we understand the #1 principle that Beshara communicated on the call: The purpose of the resume is to get the interview. We write resumes that will accomplish that purpose. That's our only objective. If our clients don't get interviews with the resumes we wrote, we're not going to get many more clients, are we?
We know that. We design resumes that get past the 16-year-old temp named "Jennifer" who is the resume "screener." But we ALSO write resumes (and cover letters, dammit!) that get READ by hiring managers. Beshara said that the average American company has just 16 employees. In those companies, the hiring manager is often the business owner...or one step removed.
Resumes are like car ads in magazines. They're designed to capture your attention and deliver the 'benefits' of experiencing the car (or candidate) in person. The point of the magazine ad is to get you in the door for a test drive; the purpose of the resume is to trigger an interview.
Would THIS "Unbeatable Resume" get your client an interview?
I mean, I get it. Recruiters have different needs for a resume from hiring managers. Beshara even admitted as much on the call. But he's doing a disservice to job seekers with his "Unbeatable Resumes" platform -- because the reality is: You can tell job seekers all you want that they need to quantify their accomplishments on the resume (On the call, he put this as, "Stories sell, but numbers tell.") -- but most of our clients are really good at their jobs, but not so great at writing about it. That's a fact.
That's like giving me a book on "Refund-Winning Tax Returns" and expecting me to do my own taxes. Just because I have the knowledge of how to do it doesn't mean I can do it effectively ... or want to (or that it's a good use of my time!).
Some recruiters have a chip on their shoulder about career coaches and resume writers. They say, "We only get paid when we place the candidate." Beshara thinks resume writers should be compensated the same way:
But the reality is, recruiters screen out dozens -- sometimes even hundreds of candidates -- who they won't work with, because they don't fit the mold (or, as Beshara put it in the call, they are a "risk"). Resume writers and career coaches take the time to work with these folks and help them position their skills, experience, and accomplishments more effectively. Yes, we get paid to do that. We are performing a service for them. (Bashara isn't a pro-bono recruiter, is he? He gets paid for what he does too, because it provides a benefit for his client, the employer.)
When we help a client get a $50,000 a year job, we might get $500. (The average resume cost was $509.36 in the 2010 Resume Writers' Digest Industry Survey). If Bashara helps a client get a $50,000 a year job, he might get $10,000 (20% recruiter commission).
I guess most of us are a bargain, then, if we're helping our clients get an interview -- much less a job -- for "double the asking price" (of the resume) or, in other words $1,000. How about resume writers who get their clients interviews but only charge $150, or $200? That, in a word, is "unbeatable." (It's also not a strategy for making six figures a year, but I digress.)
To be fair, Beshara did have some good "resume 101" basics that he shared on the call:
Good advice. A lot of it is the same advice we give our clients. The difference is, we help them figure out how that translates into an interview-winning resume. From what I've heard of Mr. Beshara, and read in his book, his resumes are designed to make his job as a recruiter easier... not necessarily help the "average" job seeker develop a document that will secure the interview.
Is this the type of document that will capture attention in a stack of resumes?
Not in my opinion.
Ultimately, I can't recommend "Unbeatable Resumes" because it's not a great book.
And because it has a foreword by Dr. Phil. (That should have tipped me off right away.)
First off, I guess I don't understand why William Arruda would select Tony as a guest for the interview series. Resume writers -- and career coaches -- have been some of the most loyal proponents and brand ambassadors of the Reach Personal Branding system. Yet in Beshara's book, "Unbeatable Resumes," he specifically denigrates the work of resume writers:
I personally don't know a lot of resume writers who would choose a functional format for their clients. Occasionally, yes. Chrono-functional formats can be useful. As resume writers, we understand the #1 principle that Beshara communicated on the call: The purpose of the resume is to get the interview. We write resumes that will accomplish that purpose. That's our only objective. If our clients don't get interviews with the resumes we wrote, we're not going to get many more clients, are we?
We know that. We design resumes that get past the 16-year-old temp named "Jennifer" who is the resume "screener." But we ALSO write resumes (and cover letters, dammit!) that get READ by hiring managers. Beshara said that the average American company has just 16 employees. In those companies, the hiring manager is often the business owner...or one step removed.
Resumes are like car ads in magazines. They're designed to capture your attention and deliver the 'benefits' of experiencing the car (or candidate) in person. The point of the magazine ad is to get you in the door for a test drive; the purpose of the resume is to trigger an interview.
Would THIS "Unbeatable Resume" get your client an interview?
I mean, I get it. Recruiters have different needs for a resume from hiring managers. Beshara even admitted as much on the call. But he's doing a disservice to job seekers with his "Unbeatable Resumes" platform -- because the reality is: You can tell job seekers all you want that they need to quantify their accomplishments on the resume (On the call, he put this as, "Stories sell, but numbers tell.") -- but most of our clients are really good at their jobs, but not so great at writing about it. That's a fact.
That's like giving me a book on "Refund-Winning Tax Returns" and expecting me to do my own taxes. Just because I have the knowledge of how to do it doesn't mean I can do it effectively ... or want to (or that it's a good use of my time!).
Some recruiters have a chip on their shoulder about career coaches and resume writers. They say, "We only get paid when we place the candidate." Beshara thinks resume writers should be compensated the same way:
But the reality is, recruiters screen out dozens -- sometimes even hundreds of candidates -- who they won't work with, because they don't fit the mold (or, as Beshara put it in the call, they are a "risk"). Resume writers and career coaches take the time to work with these folks and help them position their skills, experience, and accomplishments more effectively. Yes, we get paid to do that. We are performing a service for them. (Bashara isn't a pro-bono recruiter, is he? He gets paid for what he does too, because it provides a benefit for his client, the employer.)
When we help a client get a $50,000 a year job, we might get $500. (The average resume cost was $509.36 in the 2010 Resume Writers' Digest Industry Survey). If Bashara helps a client get a $50,000 a year job, he might get $10,000 (20% recruiter commission).
I guess most of us are a bargain, then, if we're helping our clients get an interview -- much less a job -- for "double the asking price" (of the resume) or, in other words $1,000. How about resume writers who get their clients interviews but only charge $150, or $200? That, in a word, is "unbeatable." (It's also not a strategy for making six figures a year, but I digress.)
To be fair, Beshara did have some good "resume 101" basics that he shared on the call:
- Resumes that are read online are read completely differently than resumes read in print.
- The resume needs to communicate who you (job seeker) worked for, what you did, and how well you did it.
- Prospective employers are looking for a clear definition of who the job seeker worked for (with 7.5 million business establishments out there, you need to tell them what kind of company you worked for).
- The initial resume "screener" is usually trying to screen out candidates, not identify the "perfect" candidate.
- "People are looking at your 'risk factors' on the resume as much as they're looking at your qualifications." (Risk factors include switching jobs too often, not switching jobs often enough, job gaps, and being out of work for longer than 7 months.) (Why 7 months, and not 5 months or 6 months, he didn't say.)
- "The best way to secure an interview is to pick up the phone and call the hiring manager."
- "Sell the best attributes you can on the resume."
Good advice. A lot of it is the same advice we give our clients. The difference is, we help them figure out how that translates into an interview-winning resume. From what I've heard of Mr. Beshara, and read in his book, his resumes are designed to make his job as a recruiter easier... not necessarily help the "average" job seeker develop a document that will secure the interview.
Is this the type of document that will capture attention in a stack of resumes?
Not in my opinion.
Ultimately, I can't recommend "Unbeatable Resumes" because it's not a great book.
And because it has a foreword by Dr. Phil. (That should have tipped me off right away.)
But mostly because it doesn't value the work that a professional resume writer can add for job seekers -- and I don't recommend books that denigrate our profession.
Guest Blog Post: Marian Bernard on "Feed the Media: How to Get Publicity for Your Business"
This guest post is contributed by Marian Bernard, of The Regency Group. She attended the "Feed the Media: How to Get Publicity for Your Resume Business" teleseminar I taught on Nov. 9. Here are her notes, for your enjoyment.
FEED THE MEDIA:
How to Get Publicity for Your Business
(notes from teleseminar delivered on November 9, 2011 and transcribed by Marian Bernard ... www.ResumeExpert.ca)
The difference between advertising and public relations
- Advertising (marketing) is what you pay for; by contrast, public relations / publicity (promotions) is free
- With advertising (as well as radio and TV) you have complete control of the message
- Resume writers complain that they don't have control over the final "publicity product"; it's virtually guaranteed that something unrelated to the interview may be asked
How to identify what is newsworthy and what will get you media attention
- Is it interesting to the media's target audience?
- Is it timely? (e.g., the role of New Year's resolutions and the job search)
- Have you established why YOU (as opposed to someone else) are the person to interview for that story? (e.g., could I be interviewed because a local layoff is taking place?) Will it benefit my business to be interviewed?
Other "interview-relevant" topics:
When people falsify information on their resumes / digital dirt / when I earn an award / when I host a free teleseminar (or webinar) on job search topics / when I partner with another business or organization / when I reveal industry and employment scams (e.g., Bernard Haldane) / I can make career industry predictions and comment on trends / offer feedback on LinkedIn (and Facebook) and how they impact the job search / when I speak at a conference or event / a news release that debunks job search or 1-page resume myths / sharing a tip sheet / every time unemployment numbers are released (either trending up or down) / every time a major employer in York Region closes down / conduct surveys and release results (e.g., contacting the local employment service and recruiting firms, and asking for their worst interview anecdotes)
· I can compile statistics and assemble a fact sheet. When such "hot topics" resurface, I can contact local reporters
How to build your media list and how to target effective contacts in the news media
- Journalists seek out industry and subject matter experts
- Journalists ask people they know for ideas or they call upon people they already know
I can connect with - and follow - journalists and primary contacts via Facebook and LinkedIn
- Conduct research to determine what publication(s) my target resume writers read; e.g., newspapers, free weekly newspapers, influential local blogs, trade publications, association newsletters. I can also do a Google search for radio and TV - Greater Toronto Area
- Identify which media outlets will be relevant for the stories I am pitching
o Newspaper: "Business" or Career" section
o Radio: Talk format ... contact the News Director, the actual Host of the program, or their Producer
o TV: Local news stations which feature consumer segments (e.g., how to help jobseekers avoid fraudulent opportunities) ... contact the Assignment Editor or a Consumer Reporter
· Create and update a media list (Marian has one!) every month or two
· Increase your visibility on line (e.g., through ezinearticles.com and easyarticles.com [or is it easy-articles.com?] ) to make yourself more "Google-able"
· Add a "Media / News / Press" tab on my web-site to store a media kit; I can also post media releases that I wrote
Media Training 101: Top things you need to know when working with the media
Print interviews: Think in terms of sound bites because responses can be edited down:
Tips for TV (a very visual medium):
Interested in getting media attention for your resume writing business? Buy the "Feed the Media: How to Get Publicity For Your Business" teleseminar recording and transcript (just $5). (Bronze members of BeAResumeWriter.com -- you can get this recording/transcript for free as part of your membership. Check out the Expert Interviews Series section of the Paid Member Resources.)
o Radio: Talk format ... contact the News Director, the actual Host of the program, or their Producer
o TV: Local news stations which feature consumer segments (e.g., how to help jobseekers avoid fraudulent opportunities) ... contact the Assignment Editor or a Consumer Reporter
· Create and update a media list (Marian has one!) every month or two
· Increase your visibility on line (e.g., through ezinearticles.com and easyarticles.com [or is it easy-articles.com?] ) to make yourself more "Google-able"
· Add a "Media / News / Press" tab on my web-site to store a media kit; I can also post media releases that I wrote
Media Training 101: Top things you need to know when working with the media
- When speaking to the media, you want to come across as confident, approachable, authoritative, and knowledgeable. You are the expert; that is why the media is interviewing you. The message is the key!
- The media plays an important role in reaching prospective clients. Three-quarters of a local audience is watching TV news; 54% listen to talk radio; and although local newspaper circulation is declining, it is still a viable option
- The only thing you have complete control over in an interview is YOU; i.e., what you say, what your message points are, and what you want to convey
- There is a way to bring the interview message back when the topic strays: "The person who is interviewing you directs the questions and topics, but the interviewee has 100% control over the answers"
- Write out key points ahead of time; e.g., "Although the national numbers are bad, the local numbers are ..." Script your 2 / 3 / 4 key message points ahead of time so you can discuss them conversationally
Print interviews: Think in terms of sound bites because responses can be edited down:
- Be concise (do not ramble on)
- Stay on topic (have a focused message in mind)
- Use positive language and don't restate negatives
- Reroute off-topic banter back to the relevant topic
- For print interviews, it IS okay to say, "I don't know that, but I'd be happy to get back to you. What's your deadline?"
- There is no such thing as "off the record"
- Ahead of time, prepare at least one quote that you hope will appear in print
- Prepare how you look as well as what you say
- TV can suck the energy out of you; to counteract this, "dial up" your enthusiasm a notch or two
- Maintain at least a slight smile on your face; practice in front of a mirror
- Lean forward about 15 degrees to avert the prospect of appearing heavier than you are
- Get review and feedback from friends on your TV appearance
- What to wear (and not)? Don't wear shirts with busy patterns. Women should never wear tight-knit sweaters because it's difficult to hook up a mike to. Notice what the anchors are wearing the next time you tune into TV news
Interested in getting media attention for your resume writing business? Buy the "Feed the Media: How to Get Publicity For Your Business" teleseminar recording and transcript (just $5). (Bronze members of BeAResumeWriter.com -- you can get this recording/transcript for free as part of your membership. Check out the Expert Interviews Series section of the Paid Member Resources.)
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