Spice Up Your Professional Summary with a Headline
May 12, 2009 (2:15PM) by Rick Saia, CPRW
You may have heard this before but it's worth repeating: Your resume has only 10 to 15 seconds to grab a hiring manager's attention.
If you assume that's true (we do), then you need to make every one of those seconds count.
 The best way to grab a hiring manager's attention is with a headline that effectively "shouts" your value, such as Award-Winning Sales Professional or Graphic Designer with Long List of Satisfied Clients.
By replacing the category title "Professional Summary" or "Summary of Qualifications" (usually found right after your name and contact information at the top of your resume), the headline leads the reader into the highlights of your qualifications and helps you pass the 10-second test. This approach is especially helpful for experienced professionals who have established work credentials.
I admit that I'm a bit biased to the headline approach because of the years I spent as a professional journalist. But there's something about large, bold type that sends the message: "You're gonna want to know more, so read on!" That approach has worked for decades at newsstands, especially tabloids that aim for the front-page shock value a large headline can offer. (One of my favorites is The New York Post's description of a murder in 1983: Headless Body in Topless Bar)
So, what's your headline? Here are three steps you can take to find it:
1. Figure out your strengths. What are the things you do well — better than others who work in similar roles? What skills do you have that the employer wants most in the job? How have you gone above and beyond in your current and previous roles? Your answers may look something like this:
I'm a sales professional with several years of experience in the consumer products industry. I know how to communicate with people, I know the importance of good customer relations, and always check in with my customers in the retail industry to make sure they were satisfied with what we delivered and that their customers were at least equally satisfied. I won several awards for consistently exceeding quarterly sales quotas and for leading all sales associates in winning repeat business. At my last job, they gave me new products to sell and my strategic approach with those new products was so effective that management asked me to conduct a seminar for new product sales for the entire sales division. The seminar was well received and earned me a commendation from the CEO.
2. Now, write your full professional summary. Once you answer those questions, convey that information in 75 words or less. Here's one based on the above example:
Award-winning sales professional with several years of experience in the consumer products industry and strong track record of exceeding quarterly sales quotas. Highly effective at creating and maintaining good customer relations and generating repeat business. Proven ability to communicate sales tactics and strategies to other professionals through strong presentation skills.
3. Finally, write your headline. Take the editor's approach. What's the central theme of your story and what jumps out at the reader? Here are some examples and how each might be appropriate:
- Award-Winning Sales Professional — This is one that can attract just about anyone looking for a sales professional.
- Experienced Consumer Products Sales Professional — If the job is in the same industry, this is more specific and more effective than #1.
- Sales Pro Dedicated to Longstanding Customers — This approach could be effective if the job ad stresses the importance of keeping customers.
- Sales Pro Keeps Customers Coming Back — This is similar to #3, but the way it's worded can be attractive to a company that has ambitious growth plans and wants to build a strong base of customers.
The most important thing to remember about using a headline is to address the employer's "pain." If your headline hints that you understand that pain and will give them what they need to alleviate it (and your summary backs it up with more detail), you'll stand out. Put it right in front of their faces so they don't have to go searching for it.
Have you used a headline approach in your resume? How did it work for you?
RELATED LINKS
Resume Writing Basics: Building Blocks of a Good Resume
Resume Objective or Summary: You Need One, but Which?
Build Your Resume Like a Newspaper
So what sort of headline do you recommend for those who aren't seasoned professionals with years of experience?? Especially when applying for a position that isn't focused on consumer-driven results and goals that are easily measurable (with a small non-profit, for example).
Hi Jessica!
You pose a provocative question. The headline approach is tough for first-time job seekers. It might even be better to forgo the headline approach until you have established work credentials.
But if you like the idea, the key is, again, to focus on your strengths and how those strengths might fit in with the employer. Let's take the case of a non-profit and assume that the applicant is fresh out of college with a degree in business management, and with a concentration in operations management.
The position is Assistant Director of Operations, reporting to the Director of Operations. The applicant has internship experience in the operations department of a mid-size services company, as well as part-time work experience that involved some operations management, say, shift supervisor at a restaurant. That's the experience you want to play up, even though it isn't extensive. Your headline options? Try this:
* "Organizational Operations Specialist" -- The person has legitimate work experience and no doubt picked up lots of pointers on the way that will help him in the role he's seeking.
If you have no related experience, you could highlight your personal traits (e.g., self-starting, energetic, hard-working, go-getter, etc.) but that might sound a bit trite and the employer might see it as subjective rather than based on fact.
Hope this helps! ~ Rick
Thanks for your helpful reply!
In my limited experience, highlighting personal traits is appropriate and even effective when applying for a non-profit/social services job where heavy emphasis is placed on interpersonal skills and the focus is more people-oriented than profit-oriented.
I am trying to develop a resume that highlights my previous experience as an executive administrative assistant, even though I have not worked in that field for the past ten years.
What sort of headliner or Summary of Qualifications would I use in this situation?
Hi Kathy!
Thanks for your question. I can't come up with a headline because I need more information. To start: What skills have you accumulated over the last 10 years that would apply to the kind of work you're seeking? What kind of jobs are you looking at?
~ Rick
Sorry about that, Rick. I would say the skills I have accumulated would be: - Highly organized and detail-oriented - Dedicated and focused; able to handle multiple projects at one time - People person; able to work effectively with all levels of organization - Provided superior adminstrative support to executive management including the handling of sensitive information.
As far as what field I'm looking at, I would consider another executive administrative position, or a management position in events/meetings.
Thanks for your help with this!
Kathy -- Thanks for writing back. Here are three options that come to mind:
* Experienced Administrative Assistant * Experienced Office Manager * Experienced, Multi-Tasking Administrator
Based on what you tell me, the word "experienced" shines through. If the job ad mentions "multi-tasking" or "must handle several projects simultaneously" (or something similar) and mentions it prominently, I'd seriously consider the 3rd option.
Hope this helps! ~ Rick
Thanks, Rick. Your suggestions do help.
Hi, I graduated in Management and marketing in 2007 and am currently working as a Ford Recruitment Consultant, for a training provider. I would love to get into management, but i am stuck on my CV, im not sure what headline to have.
Kiran
Hi Kiran!
I'd need to know more about what you've accomplished over the last two years. But, based on what you wrote, here are two possibilities that come to mind:
* Recruitment Professional * Recruitment Specialist
That may not be enough to catch the eye of someone hiring for a management role. But if you have some managerial experience, there may be some way to weave that in.
~ Rick
Thanks Rick,
Prior to the recruitment role, i was working part time as a weekend supervior for shoe zone, following which i was a sales and service specialist for high fashion and elite world duty free store. I do not want to continue in recruitment, well not sales recruitment. Any ideas?
@ Kiran -- Two possibilities come to mind (assuming Shoe Zone is a retailer, at least that's what I see when I Google the term):
* Sales, Customer Service Manager * Retail Industry Manager (if you're aiming for something in the retail world).
~ Rick
Hi, I have worked as Office Manager/Admin. Assistant in various fileds like university and small office. I am looking to break away from the admin. assistant title and get into managerial level in any field. I would appreciate your feedback
Hi Vinee!
Sounds like Experienced Administrator or Experienced Manager can work. What do you think?
~ Rick
Hi i have complete mba (marketing with retail management). i have apply marketing exe. and manager so help my making resume (cover leter, head line ) tips. and no wark exeperience. thanks you for helps
I am tired of examples based on sales professionals. A lot of us aren't in sales. Use other professions as examples once in awhile.
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