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The Time For Resume Test Marketing Has Arrived
     By the Staff of ESQAdvantage

No One Debates the Value of Test Marketing.

The value and importance of market research is not in debate. The United States Small Business Administration advises all entrepreneurs to determine the needs of their customers through market research. Companies know that "[b]efore you invest a lot of time and money into producing your product, you need to sit down and look at your potential market to make certain you will be targeting the right buyers and offering products they want and can afford. … Some basic market research is critical if your product is to be a success." Excerpted from The Importance of Market Research by Steve Strauss.

Companies Routinely Test Market Their Products.

Companies around the world use test marketing. If consumers aren't buying, a company will invest time and resources into finding and fixing any aspect of a product that limits sales. Feedback may consist of pinpointing potential problems, turn-offs, and/or negative associations. Examples of modifications are all around us: Software Upgrades. Refinements in Automobiles. New features on kitchen appliances. By test marketing and implementing information learned, a company expects the following: a product that is more pleasing to more people. Hopefully, resulting in more sales.

Job Seekers Should Test Market Their Resume.

If sales volumes are low, a company test markets its products to find out exactly how the product should be revised. If call volumes are low or rejection letters are numerous, job seekers do not test market their resume to find out where the resume can be modified. Instead, the candidate often continues to use the resume or the candidate gives up and tries the job search at a later date.

The question is, why is test marketing not the norm for job seekers? The answer may be lack of habit, time, money, and/or a place to contact to assist in test marketing. "It is paradoxical that attorneys, who are so adept at massive research projects, ignore the research stage of the job search process." Quoted from NALP website, February 7, 2004.

On the other hand, test marketing is the norm with companies. Companies regularly conduct research. It is a necessity. Time and resources are budgeted. If this work is not done, the product may not sell. Lack of research ultimately could result in poor sales; and eventually, could affect a company's livelihood.

Job seekers are no different than companies. If test marketing is not performed one will use a resume that may not sell. Jobs and interviews may be lost. Without research, one may never know whether a better-crafted resume could increase one's success. This pattern could continue throughout one's career.

Test marketing is available to the job seeker. A candidate can learn what employers want. The goal of the job seeker and company are no different; invest in research to increase one's likelihood of success.