CorpComms Magazine

WHILE communications executives are often tasked with ensuring the company name remains sparkling, their own brand - as displayed in their curriculum vitae - can often be neglected.

And shockingly, recruiters complain that CVs for communications jobs are often let down by poor spelling and grammar. 'That is one way to get your CV spiked for sure - it is the cardinal sin,' says Scott Mowbray, head of communications at Virgin Money which attracts hundreds of applicants whenever it advertises a new position.

Most heads of communications departments prefer to take control of recruitment themselves as this is such a specialist job. They may ask human resources to screen out the first round of CVs, but only according to strict parameters they set themselves.

The key skills required for communications jobs tend to be universal, no matter the size of the organisation or the industry it operates in, so failure to highlight these prominently on a CV is deemed unforgivable.

Mark Brooks, head of communications at the National Association of Pension Funds, now tends to trawl through CVs but when he worked for a much larger organisation - National Savings & Investments - the task was outsourced to a recruitment agency.

Like other communications directors, he is picky about what he wants from a CV. 'The key thing I always look for is someone who is clearly looking to move up rather than across,' he says. 'So I want someone who is looking for a promotion, even if it is just a small one.'

Versatility is another key quality sought by communications departments. 'It is imperative to me that candidates should be able to communicate in any field,' says Brooks. 'So as long as they have a communications background, it doesn't matter what industry they have worked in, or what sort of degree they have got.'

Similarly, they should be able to communicate with everybody within the organisation, from the factory floor to the boardroom and provide advice and support wherever it is needed.

Mowbray wants to see candidates who have the ability to think strategically, possess good planning skills and can demonstrate creativity. 'I also want to see that someone has the ability to write clear and concise copy, has good analytical skills, and good organisational skills,' he adds.

So how do you go about emphasising these skills effectively on a CV? When it comes to putting together a CV, there are rules which should not be broken no matter what sort of job you are applying for.

Kick off with a statement summarising your objectives. James Innes, managing director of The CV Centre, says: 'The reader needs to know instantly what you're about and what sort of position you are looking for. It's the first section the reader will see and consequently gives you a vital opportunity to make a powerful first impression on them.'

Don't make recruiters hunt for your qualifications. Degrees in PR are not necessary for communications jobs, so don't bury your degree if it is in something else. Brooks says: 'I was never keen to recruit people with PR degrees - I find that PR degrees are often too academic. I am always looking for someone who is an entrepreneur and who can spot communications angles, and that is something you cannot teach. You've either got it or you haven't.'

Mowbray agrees: 'For a more senior role, I would expect an applicant to be educated to degree level, but not a PR-specific degree.'

Similarly, if a candidate does not have experience in the relevant industry then recruiters believe that they should not play down the experience from other industries that they do possess. Brookes adds: 'I often found at NS&I that the best people I recruited were not actually involved in the financial services industry. I think people can get too used to one subject, and bring bad habits or a skewed perspective with them from their old employer.'

If there are many applicants for a role then it becomes imperative to make a CV stand out. Jackey Leaper, managing director of JL Career Solutions, which offers a CV advisory service, says: 'It needs to have an immediate impact, so you should highlight the skills that are relevant to the job. The recruiter could have 50 CVs on their desk to go through.'

Innes adds: 'Badly-presented and poorly-written CVs are much more of a turn-off than a candidate showing up late, wearing inappropriate clothes or even swearing in an interview. It's logical really - faced with hundreds of CVs it's all too easy to just chuck a poor CV straight in the bin.'

One trick to ensure a CV makes it through the weeding-out stage at human resources, and into the hands of the communications director, is to feed back the qualities highlighted in the job advert. For example, if it says the organisation is looking for a 'team leader', then experts recommend highlighting leadership skills and any experience of working in a team. This implies that there is not a one-size-fits-all CV. It needs to be tailored to each job application.

'If you are replying to an advert, use their phrases,' says Leaper. 'If they say they are looking for a team leader, put team leadership down as a core skill. It doesn't mean you are copying, it shows you have paid attention to what they need.

'People often say they want one CV that they can send out to a whole bunch of people. But you can't do that in today's market. People are being made redundant and the competition for jobs is higher.'

Mowbray adds: 'Applicants need to demonstrate that they have an understanding of what the role is about. If they don't have experience which demonstrates the relevant skills, then they need to show an ability to grow into the role. I would advise them to read the job advert and play back what the employer is looking for. Tell the employer you have got those skills or are able to develop them.'

If possible, it is useful to demonstrate a clear career progression. If that is not possible, then careers recommend explaining the reasons for this clearly and concisely in a covering letter.

Brooks says: 'I would look for a steady career progression or, failing that, an explanation of why there is not one. Can you explain why you have only been in each previous job for six months? Or if you have only ever worked in agencies, why are you applying for an in-house job now?'

CVs should be kept brief - two sides of A4 should be the maximum - and put with the most recent experience highlighted first, and applicants should refer to themselves in the third person. Leaper says: 'One of the biggest things is that people put far too much information on their CVs. They think they have to explain the ins and outs of every tiny piece of information. I always say: No hearts and flowers round the outside, just tell them what they need to know.

Recruiters just want to know if you can do the job.'Similarly, do not put the words Curriculum Vitae at the top of your CV (Innes claims to have seen a CV entitled 'Kuriculam Vitay') - just your name will do - and do not put your marital status, dependents or nationality. And definitely do not highlight the fact that you can speak English - a common mistake, according to Leaper.'Hobbies are not necessary unless they are particularly interesting or different,' she adds. 'Really, employers don't care about your hobbies. But if you put boxing or scuba diving down, they might think these are dangerous sports and you are reckless or might be off work with injuries all the time.

Five tips to make your CV stand out

1) Maximise readabilityIt is essential for your CV to be easy for the reader to scan quickly. Separate different sections and insert clear section headings. Avoid long paragraphs. Use bullet pointing.

2) Include a professional profile and objectiveThese sections should summarise and emphasise your key attributes. Your words must flow seamlessly. Avoid cliché.

3) Include achievements where possibleIf you can include such a section it can make an instant and dramatic difference to the power of your CV, enabling you to distinguish yourself from other candidates.

4) Keep your CV concise and to-the-pointYour CV should be informative - but also concise. In general, two A4 pages is a maximum. Too many CVs are quite simply too long.

5) Tailor your CVIf possible, tailor your CV according to the specific vacancy to which you are applying. A carefully targeted CV can easily mean the difference between success and failure.

Source: James Innes, The CV Centre

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