Resume Tips and Linkedin Profile Optimization

Candidate Toolkit Resume Tips

Resume tips and LinkedIn tricks from Craig Fisher, personal brand pro

Do you ever find that submitting your resume to an online application is like dropping it into a black hole?  Maybe your resume isn’t getting the attention it should.

Your odds of getting an interview go way up when a recruiter or hiring manager can find your resume easily online.  Especially if they can find what they are looking for in it quickly and easily.

Skill keywords are crucial for getting your resume noticed.  Where they are placed is equally important.  You must explain properly what you have done and for whom.

At the top of your resume in the summary area, you should list the required skills for the job for which you are applying.  Next to each of these, you should list the number of years experience you have with that skill.  If you have no experience with that skill, just say so, or say “knowledge of” or “training in.”  Also list any core skill that you possess that may be relevant to that job with the years experience next to it. Ditch the generic summary at the top of your resume.

Make sure each skill that you have listed at the top is also shown in the body of the resume in each job where you used that skill so that the reader can see where and how you used each of these skills.  Under each job description, have a summary of skills used.  List the skills again, along with any other skills that were used during that job.

After the title and company name for each job description in the body of your resume, write a short paragraph with details about what the company is and does, and what your main job duty was there.  Although you may think it’s obvious, not every reader of your resume will understand what that company is and what your role was unless you spell it out specifically.

Don’t make the reader do any extra work (like having to click a link to find out more about a company you worked for) to understand exactly what you did and for whom.
In your bullet points under that short paragraph do not just list what you were responsible for.  List accomplishments.  Use numbers and descriptive words to show what your impact was.  “Increased sales” is not enough.  “Increased sales by 15% over 6 months” is better.

Repeat everything you have now done on your resume in your LinkedIn profile.  Use the information that you might include in a cover letter in the top summary portion of your LinkedIn profile.  Include your keywords there, too.  Start the “skills used” section under each job description with your name, like this:

Craig Fisher: Talent Acquisition Manager, Talent Attraction Strategist, Recruiting/Sales Manager, Sales, Business Development, Recruiter, Headhunter, Executive Search, Staff Augmentation, Information Technology Consulting Services; Contract, Temp-to-Perm / Contract-to-Hire, & Full-Time Staffing Recruiting; Executive Search. CIO, CFO, CEO, ERP, Oracle, SAP, Peoplesoft, .Net Application Developers, Project Managers, Business Analysts, DBAs, Software Package Installation/Configuration, Social Media Recruiting/Branding/Twitter Strategy Training

You need keywords that will be specific to what you do in order to help separate your resume from the thousands of resumes that are less specific.  A good recruiter will narrow their search with less generic keywords.  Having these listed multiple times in your resume will help it come up at the top of the search results in Google, Linkedin, Job Boards, and company databases.

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Craig FisherAuthor: Craig Fisher
Connect with me on LinkedIn here

Sharing The Culture – How CA Technologies Enabled Employee Advocates to Attract Great Talent

“An employer’s brand should be built from the inside out. Just as part of an organization’s marketing message should come from its customers, the employer brand should be championed by its employees. For better or worse, they are the vehicles by which the message will be conveyed on blogs and social networks.”

I wrote that in an article entitled Organic Branding for Employers for Universum Quarterly, the world’s first periodical for employer branding, in March of 2009. At that time we didn’t have the great employee advocacy software platforms that we have now to assist and encourage employees to share great company culture and news stories.

Employee advocacy enables your company’s people to help evangelize your brand while helping to grow their social networks and their own thought leadership.  There are several major software platforms that make it easy to distribute great stories for them to share.

Why We Did It

CA Technologies is a truly great place to work and has an amazing culture. We understand that 92 percent of consumers say they trust recommendations from a person more than the same content delivered by a brand. So we wanted to give our most interesting selling point as an employer, our people, a voice and the encouragement to use it.  In this way we could grow our prospective talent pool and allow our job candidates to get to know us better as people, not just as a brand.

Our organization was already using an advocacy platform to help employees deliver company news and events to their social networks.  But we felt it was important to have a platform more geared to job seekers to deliver not just company news, but also more personal stories, helpful tips for job searching from 3rd party sources, as well as (occasionally) our key job openings.

We chose QUEsocial as our solution provider due to their expertise in employer brand marketing and their standard functionality meeting our requirements:


How We Did It

We started with 80 seats on the platform, which is a little less than one percent of our global headcount, but allowed a wide range in advocates. Seats were divided among a mix of recruiters, HR leaders, executives, hiring managers, marketers and externally influential tech leaders at CA.

Our content strategy consisted of posting one piece of content per region, per workday. A section for QUEsocial was added to our content calendar to ensure platform-optimized scheduling and copy. Timing for push notifications was considered to maximize prime time for each region: Americas 12pm EST/9am PT, EMEA 10am GMT/UTC (5am EST), India 10:30am/Australia 4pm (12am EST).

The content mix considered business objectives for CA’s employer brand, using a 5“Gives”: 1“Ask” ratio.

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  • 40% Interview/Resume/Career tips
  • 20% Diversity in tech
  • 25% Tech industry news/ highlights
  • 15% Job posting or CA news



The Results

Getting employees involved in spreading your company’s authentic culture and helping to attract more great talent to the organization isn’t just flipping a switch to turn on some software.  It involves training and a well devised roll-out plan and regular communication.  But the results are pretty amazing if done properly.  We’ve seen a vast increase in the network growth of our champions (the 80 QUESocial users picked for initial proof of concept).  This means more people are seeing our employer stories as well as our people.  This leads to increased referrals, which is a key goal.

Five months after the launch of QUEsocial, we collected all program data launch-to-date, and the quantitative results were as impressive as the qualitative feedback from users. We achieved over 1,000 percent more audience growth to the growth over the same time period on our owned CA Careers social media channels. This boost in audience for our content resulted in a 33 percent increase in its total reach.

With this augmented reach, our employer brand content was undoubtedly more trusted when shared by our employees, as we saw in comparative engagement data. Articles shared through QUEsocial had 68 percent more clicks on average than those shared by our careers accounts on social media. As our accounts share an average of 10 pieces of content per day, compared to one per day on QUEsocial, they did receive more total clicks. However, QUEsocial came close to two-thirds that number, giving our content a 70 percent boost in total clicks.

To tie these incredible results into a return-on-investment, we compared paid media market rates to the value of added content marketing through employees’ networks, via the program. We learned that it nearly matched the market value for CPC (cost-per-click) and CPM (cost-per-impression). When comparing the market value to QUEsocial costs, we saw a 344 percent ROI in CPC and a 2329 percent ROI in CPM. We estimate that we have saved in the region of $300,000 over five months, when compared to traditional advertising costs.

Essential to the implementation and success of our project was CA’s Talent Acquisition Community Manager, Rachel Duran.  According to Rachel, “For years now, employee advocacy in B2C and B2B has proven itself to be an effective method for spreading brand awareness and building consumer trust by empowering your most engaged employees to evangelize through their social media networks without fear of missteps. It’s exciting to see these results not only mirrored, but magnified, in the context of recruiting and employer brand. The networks of our advocates and employer brand channels have grown organically with valuable connections as a direct result of our talent acquisition advocacy program. It’s exciting to see the passion from our advocates and to receive their thoughtful feedback and suggestions for improving the program, making it more impactful each month.”


  • Employee Advocacy for an employer brand builds trust among current and potential candidates
  • A program can be implemented without cost, but an employee advocacy technology application is a cost-effective solution for user adoption of and engagement in the program
  • ROI can be measured when comparing costs as well as qualitative results, such as self-reported hiring wins
  • Prioritize a winning content and audience segmentation strategy
  • Ask for feedback, then improve and optimize before expanding the program to the enterprise

Learn more in the complete downloadable case study here


Craig Fisher

Director, Marketing Talent Acquisition

Twitter: @fishdogs


How to Focus Your Job Search for Success

I speak with overwhelmed job seekers every week who can’t seem to gain any traction in their job search. They tell me, “I’m applying for just about anything that will pay me”. This, my friends, will get you nowhere. My suggestion to the job seeker is to stop the scatter-shooting and laser focus your search.


Here is a great way to start narrowing your focus. Make some lists. Start with a list of things you have recently been paid to do. Your next list is of things you like to do. Then make a list of things that you have been paid to do that you like to do. Finally make a list of things that you like to do and are most likely to get paid to do. This last list is where you should focus your job search.

If you are applying for jobs that you are not really interested in just to see if you can get an interview, and possibly a paycheck, that probably won’t pan out well. But if you really target jobs that are specific to what you do and what you like, your chances of success go way up. Your attitude towards these jobs will be better and your enthusiasm will show in the interview process.


Once you have your narrowed list, try to identify some companies who might hire someone to do the things that meet your focus. Find people on Linkedin who work for those companies. Look at the Linkedin groups those people participate in and join them. Participate in those groups a couple of times a week by posting interesting and relevant links to articles or news items and by asking or answering questions.


After you have participated in these groups for two or three weeks, and shown yourself to be an active and valuable resource, ask the members who work for the companies you have identified to join your network. Let them know you are in job search mode are interested in learning more about their experience with their company. Continue to build rapport and finally ask these new members of your network if they would feel comfortable referring you in to their employer. Maybe even invite them to coffee to make the request.


If you are currently employed and looking for a new adventure within your current company, the same rules apply.  Identify managers who hire in the parts of your company you wish to work.  Find them on places like Linkedin and start to network.  Become a familiar face in their networking groups online.  Then reach out directly to connect.

When you have a focus and a target for your job search, you give yourself direction and a better chance for success. A huge percentage of corporate placements happen by referral. So focus, identify, network and get referred in. Happy job hunting!


CraigCraig Fisher head of marketing and employer brand in the Americas at CA Technologies.  He is an author and keynote speaker on digital branding for sales, marketing, recruiting and job search.  Find him on Twitter and Instagram @fishdogs.