Most recruiters looks at hundreds, possibly thousands of resumes a week. As much as I'd like to tell you that a recruiter thoroughly reviews your entire resume before making a decision on whether to contact you, that's usually not true (hint: the top 1/3 of your resume “page one” and the very bottom few lines of each page are most important). We have to sift through so many resumes to get to one that we think is a good match and candidates don't always do a good job of matching their backgrounds with the job description. People who apply often fail to meet the minimum experience requirement and this adds to the volume of resumes that see.
So your resume needs to make a good impression pretty quickly. I posted earlier about how to use resume headlines when posting to a career site like monster.com or hotjobs. And I've also posted on the format of the resume itself. But there's one thing I see on resumes that makes me less likely to consider the candidate than any of these other things and that is when someone refers to themselves as a “sales and marketing” professional. Here's why:
So what do I recommend?
I've posted quite a bit on the topic of branding (employment branding and branding yourself). Think of your headline as your brand promise and your resume as your marketing collateral. In a business environment where I see people moving into more specialized roles (anyone else see this happening in tech marketing?), don't be afraid to identify yourself as either a “sales“ OR “marketing“ professional.