The Executive Biography

Search Advice

We’ve all heard the analogy: Conducting a job search is like marketing and selling a product, with you as the product. This viewpoint suggests that the best way to market yourself is to go through the time-honoured sales sequence. This means defining the features and benefits of your product, pinpointing the attributes that distinguish you from competitive brands. You must identify, target and penetrate receptive markets. Qualifying leads, winning over the buyer and overcoming objections come after that. Finally, you close the sale.

 
Your "sales brochure" is your CV or is it? Is the classic reverse-chronology CV always the most effective vehicle for pitching your virtues to appropriate purchasers? Conventional wisdom dictates that a conventional CV is the appropriate tool to use in most cases. This is because employers want to match skills with job requirements and feel more comfortable if the "product information" is presented in a conventional format. Indeed, attempts to make your brochure stand out from the crowd - by using a colourful or gimmicky approach usually help it only to thrown in the wastebasket.

A Professional Executive Biography should work better than a conventional CV. It also can serve as a useful supplement to your other self-marketing materials. For instance, a well-written bio is a powerful tool if you’re developing a consulting practice, marketing yourself as a provider of professional services, being considered for an opening on a board of directors or as a leader of a professional association. This document also can add credibility to business proposals, funding requests or investment solicitations and tout your credentials on the Internet or as a keynote speakers. This new professional approach can also help with business networking, job searching, interviews, finding a work-life balance,  and finding that elusive international career.

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