Setting the right
tone-of-voice in your CV

In distinguishing yourself as the ideal candidate, it's often not what you say but the way that you say it

The overarching rule of marketing is to know and resonate with your audience, and the creation of a CV is first and foremost a marketing task.

Leveraging Tone of Voice in Job Application Pitches: Adapting to Sector and Regional Norms

Yes, the above headline is direct from the American English textbook. It means "The tone of voice in job applications varies based on both the country and the sector."

These variations are informed by cultural norms, industry expectations, and the unique communication styles predominant in each region. Here's a breakdown explaining these differences:

By Country:

• USA:
  • Tone - Direct, assertive, and results-oriented.
  • Focus - Emphasises quantifiable achievements, individual leadership capabilities, and a strong return on investment.
  • Example - In pitches for any sector, there’s a pronounced emphasis on how the actions of the executive directly led to tangible results, showcasing proactive and decisive leadership.
• UK:
  • Tone - Restrained, professional, and understated.
  • Focus - Highlights reliability, strategic alignment with corporate goals, and adherence to professional standards.
  • Example - The pitches tend to underscore a deep understanding of the sector and the capacity to deliver consistent results, while maintaining a tone of humility and professionalism.
• Australia:
  • Tone - Approachable, straightforward, and practical.
  • Focus - Balances professional achievements with teamwork and resourcefulness.
  • Example - Pitches often reflect a blend of strong leadership with a focus on collaboration and community, demonstrating both individual capability and the ability to work within diverse teams.

By Sector:

• Financial Services:
  • Tone - Highly professional and focused on financial acumen.
  • Focus - Stresses on financial metrics, risk management, and strategic investment outcomes.
  • Example - In all countries, pitches for the financial sector focus heavily on economic impact, showcasing an ability to manage and grow substantial financial portfolios effectively.
• Healthcare (Teaching Hospitals):
  • Tone - Empathetic, patient-centric, and detail-oriented.
  • Focus - Emphasises improvements in patient care, medical outcomes, and operational efficiency within healthcare settings.
  • Example - Regardless of the country, the tone for healthcare is more nurturing, focusing on patient outcomes and innovative care methodologies.
• Mining:
  • Tone - Robust, safety-focused, and efficiency-driven.
  • Focus - Highlights operational efficiency, safety standards, and sustainable practices.
  • Example - Pitches in the mining sector prioritise operational accomplishments, especially those improving safety and reducing costs, reflecting the industry's focus on sustainability and risk management.
• Fashion Retail:
  • Tone - Creative, engaging, and trend-sensitive.
  • Focus - Centres on brand enhancement, market expansion, and innovative marketing strategies.
  • Example - In the fashion sector, the tone is more dynamic and creative, emphasising the ability to drive brand growth and engage with market trends effectively.

These distinctions illustrate how the tone of voice must be carefully chosen to reflect not only the norms and expectations of the country but also the specific communication styles valued in each industry sector. This tailored approach ensures that the candidate's message resonates more effectively with potential employers, enhancing their chances of making a positive impression.

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Tone-of-voice not only signals country of origin. It reveals your values, style of communication, and ability to influence and motivate others. By carefully choosing your tone, you can demonstrate your adaptability and how you align with the potential employer’s culture, making a strong case for your fit within their team.

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Employers focus on tangible accomplishments rather than just historical duties and responsibilities when selecting candidates. They seek evidence of your ability to deliver results and make a significant impact in your previous roles.

Here's how the same accomplishment can be pitched to employers in four different sectors, adapting the tone for financial services, healthcare, mining, and fashion retail sectors across three countries: the USA, UK, and Australia:

Financial Services Corporation

Accomplishment - Successfully managed a portfolio worth $500 million, achieving a 20% return on investment over three years.

• Pitch USA - "I strategically managed a half-billion-dollar investment portfolio, securing a 20% return over three years, significantly surpassing our financial targets and enhancing shareholder value. My approach blends analytical rigour with proactive risk management to consistently achieve and exceed investment goals."
• Pitch UK - "Overseeing a substantial portfolio, I delivered a robust 20% return on investment, demonstrating a keen understanding of market dynamics and sound financial acumen. My leadership not only sustained but also grew investor confidence and financial health during my tenure."
• Pitch Australia - "In my role, I adeptly managed a $500 million portfolio, achieving a remarkable 20% return in just three years. My strategy involved detailed market analysis and innovative investment approaches, significantly boosting our financial outcomes and shareholder returns."

Teaching Hospital

Accomplishment - Implemented a new data-driven approach to patient care that reduced hospital readmission rates by 15%.

• Pitch USA - "I led the integration of a data-driven patient care model that successfully cut readmission rates by 15%, demonstrating our commitment to healthcare excellence and patient satisfaction."
• Pitch UK - "My implementation of a groundbreaking patient care strategy led to a 15% reduction in readmissions, aligning with NHS objectives for quality and efficient healthcare services."
• Pitch Australia - "I pioneered a data-informed patient care system that reduced readmissions by 15%, enhancing patient outcomes and setting new benchmarks for clinical efficiency in our hospital."

Mining Corporation

Accomplishment - Developed and executed a cost-saving strategy that decreased operational expenses by 30% while maintaining safety standards.

• Pitch USA - "I formulated and executed a comprehensive cost-reduction plan that slashed operational costs by 30% without compromising on our stringent safety protocols, thereby enhancing profitability and operational efficiency."
• Pitch UK - "My leadership in cost management delivered a 30% reduction in operational expenses, reinforcing our commitment to safety and sustainable mining practices."
• Pitch Australia - "I led a cost-efficiency initiative that cut operational costs by 30%, maintaining our commitment to the highest safety standards and significantly improving our financial stability."

Fashion Retailer

Accomplishment - Orchestrated a marketing campaign that increased brand engagement across Europe by 25% and boosted sales by 40%.

• Pitch USA - "I directed a dynamic marketing campaign that elevated our brand's profile by 25% and increased sales by 40%, reinforcing our market dominance and innovativeness in the fashion industry."
• Pitch UK - "I managed a successful marketing initiative that not only enhanced our brand engagement by 25% but also led to a 40% surge in sales, showcasing our ability to connect creatively with consumers."
• Pitch Australia - "Under my leadership, our marketing campaign significantly boosted brand engagement by 25% and sales by 40%, demonstrating our prowess in capturing and expanding market share."

These tailored pitches highlight how the same accomplishment can be communicated differently depending on the sector and the country, ensuring relevance and resonance with the intended audience in each context.

It's essential to consider that the hiring board might include foreign nationals, even if the position isn't based overseas. Invest time in researching the decision-makers, the recruiter, the corporate culture, and its public tone of voice. This thorough understanding can help you tailor your application to reflect the diverse perspectives and expectations of all board members, enhancing your chances of success.

Action Verbs

Action verbs are critical in job applications as they transform your CV or resume and cover letters from passive lists of job duties to dynamic assertions of your professional accomplishments. These verbs, such as "orchestrated," "implemented," and "enhanced," convey your ability to initiate and successfully complete tasks.

They add energy and clarity, helping you demonstrate how you've actively contributed to your previous employers' successes rather than merely fulfilling your role requirements. For instance, saying "Managed a team that increased sales by 30%" is more powerful and engaging than "Was responsible for managing a team." In every sector and across all countries, the strategic use of action verbs helps frame your experiences as concrete achievements.

Frequently Asked Questions

How do I engage you to author my CV?

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This phone chat provides a valuable opportunity to ensure you select the most appropriate CV package that caters to your unique needs.

Click on the phone, anytime night and day, to book a complimentary 15 minute call at a time that suits you.

During our conversation, we can discuss my process, and the type of support and communication you can expect during the project. My goal is for you to feel confident in my ability to present your qualifications, accomplishments, and experience in the best light to help you secure interviews.

Ready to proceed? Kindly select a package and complete your payment via debit card, credit card, or bank transfer. Following this, we'll arrange an in-depth call to explore your requirements.

If your needs are urgent, the best approach is to complete my form with as much detail as possible. This provides me with important context.

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My process & credentials

We collaborate to carefully align your CV with the employer's selection criteria. More...

We meticulously tailor your CV to meet the employer's selection criteria, ensuring a precise match with their requirements.

• Selection Criteria Analysis

  We conduct a thorough review of the employer's specific and implicit demands, fine-tuning your application to meet their exact expectations.
• Employer Insight

  Delving into the culture, market presence, and industry trends of potential employers, we craft an application that reflects a deep understanding of their operational ethos.
• Attribute Alignment

  By comparing your qualities with the employer's needs, we develop strategies to highlight your key strengths and address any gaps, enhancing your appeal as a candidate.
• CV Drafting

  The writing process begins with the creation of your CV's first draft, showcasing your achievements and experiences in a format specially designed for the targeted role.
• CV Refinement

  Through detailed revisions, we sculpt your CV into a powerful narrative that resonates with the employer's search for the ideal candidate.
• Supporting Documentation and Online Presence

  Alongside your CV, we prepare any additional materials required and refine your social media profiles to ensure a uniform and professional image across all platforms.
• Application Submission

  The culmination of our collaboration is the strategic submission of your application, aimed at maximising your opportunity to secure an interview.

CV Writer Certification and Memberships

I am a graduate librarian and a founding member of the UK-based CVRA, which provides professional certification and education for CV and resume writers worldwide.

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Can we chat before I make a purchase?

Yes, before placing an order for any CV package, we can schedule a brief consultation to discuss your CV needs and the best approach. For packages costing £205 and above, we can schedule Zoom or phone meetings at mutually convenient times to further discuss your needs and to fine-tune the documents. It would be helpful for me to review your current CV and the job ad or job specification before our first meeting.

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How do I select a CV package?

The job advert or description sets out exactly what an employer wants from you. More...

It's a common misconception among senior professionals that they can overlook parts of a job application due to their seniority. However, failing to align your CV with the job's selection criteria almost guarantees it will be filtered out by Applicant Tracking Systems (ATS) before it reaches a human reviewer.

Essential Components for Executive Job Applications

The cornerstone of any executive application includes the CV, the Cover Letter (or e-note), and the linkedIn Profile.

• CV Adaptation - Your CV should be a tailored summary of your qualifications, skills, experiences, and achievements, specifically adapted to the job's selection criteria.
• Cover Letter Crafting - the cover letter, or e-note, condenses the crucial aspects of your CV into a brief and compelling argument for your candidacy.
• Selection Criteria Response - It's often formally required to directly address the job's selection criteria, detailing both your mandatory and desirable attributes. However, It's always essential to address the selection criteria, whether you're asked to or not.
• Your Peer Network- linkedIn is becoming increasingly important for positions where a peer network is desirable or essential, and it's also where you may get interview offers or be headhunted.

Every element of your application must subtly convey how well you fit the employer's specific requirements, even if they're not clearly stated. If deducing the employer's hidden expectations from the job advert proves challenging, don't hesitate to call the recruiter, contact the employer directly, or consult your professional network for insights. Engaging in this detective work to uncover their unspoken criteria ensures your application is tailored, and has a competitive edge.

For immediate assistance or advice on tailoring your executive application, emailing me with detailed information is the most effective strategy.

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What Are 'Selection Criteria'?

View this as your strategic map for standing out in a competitive field. More...

Selection criteria outline the specific skills, experiences, and personal qualities ('attributes') that an organisation considers valuable in potential candidates, a factor that is particularly vital for executives aiming to match an organisation's strategic goals and culture.

These criteria often encompass a mix of core and desirable skills, underscoring:

• Leadership excellence and effective team management capabilities.
• High-level educational achievements and relevant career experience.
• Strategic thinking and knowledge specific to the industry.
• Global exposure, reflecting a broad worldview and adaptability to diverse cultures.
• Significant achievements that have positively influenced past organisations.

Commonly referred to as Job Specifications, Position Requirements, and Competency Frameworks, these criteria act as a comprehensive guide for applicants, covering both the technical skills required and the personal attributes favoured.

Executive CVs & Selection Criteria

To address selection criteria in an executive job application, it is important to understand the employer's explicit (stated) and implicit (what you can deduce) requirements and align them with your own attributes, and performance record. This includes:

• Providing detailed and specific examples of how you meet the criteria.
• Having a good understanding of the organisation's strategic aims and how your attributes and experience align with them.
• Having a good insight into who you are as a professional and being able to communicate that effectively in your application.

Each employer sets their own scope and nature of the questions or tests that may be posed, which are becoming increasingly qualitative in nature. Therefore, it is essential for anyone writing on your behalf to have a deep understanding of your professional background.

The sequence for addressing selection criteria in an executive job application typically includes the following steps:

• Explicit selection criteria - Carefully read the job advertisement and the selection criteria to understand the specific skills, knowledge, and experience that the employer is looking for in a candidate.
• Unspoken selection criteria - Engaging directly with recruiters, employers, and your professional network can reveal crucial but unadvertised selection criteria. Ask about company culture, market shifts, regulatory impacts, and economic considerations. Additionally, discussions within your peer network can provide insider insights into the organisation's unspoken needs and expectations, enabling you to tailor your application to align with both the visible and hidden demands of the role.
• Gather evidence - Bring together details of your qualifications, skills, knowledge, and experience that best demonstrate how you meet the selection criteria. This may include certificates, awards, and testimonials from previous employers or colleagues.
• CV Alignment - Use the information you have gathered to tailor your CV to the job, highlighting your key achievements, skills, and experience that match the requirements of the employer.
• Accomplishment focus - Use specific examples and evidence to demonstrate how you meet the selection criteria. Make sure to address all the key points and use a clear, concise, and logical structure.

What is included in the CV packages?

I offer a genuinely personalised service where you deal with me, directly. More...

I, myself, will help address a prospective employer's job selection criteria and craft your CV. I do not use junior writers or outsource the work to third parties, I provide the service myself. You can speak to me by phone, text or video.

Here are some advantages of my personalised approach for executive CV projects:

• We'll talk about your career goals, work history, skills, and experiences to for me to learn more about you as a professional.
• Then, I'll use the information I've gathered to write a CV that shows off your most important accomplishments, skills, and experiences in a way that matches the job requirements and what the employer wants, which makes it more likely to be shortlisted.
• This personalised CV service will help me highlight your unique strengths and qualifications that make you the best fit for the job.
• A well-written, personalised CV increases your chances of success in the job application process.
• I will give you fearless and personalised feedback on your CV, which will help you improve it.
• I will pay attention to the details of your CV and make sure that it is error-free, well-formatted, and visually appealing.
• CVs that are tailored to a specific job and employer have a higher chance of passing ATS (Applicant Tracking Systems), which are used by many employers to screen applications.

How might you give me an advantage?

I highlight the real-world impact of your work, rather than just listing your job history. More...

A CV built around achievements

My tailored approach enhances your leverage in job applications by meticulously developing a CV that accentuates the tangible impacts of your professional achievements, rather than a mere chronology of past roles.

The value you add

In emphasising value addition, I illuminate your capacity to offer deep and insightful contributions to boardroom discussions, driving strategic decisions with a blend of intellect and emotional intelligence—an attribute increasingly valued in high-level executives.

Your ability to solve problems

I weave the narrative of your ability to navigate and resolve significant business challenges, demonstrating not only strategic problem-solving skills but also the emotional acuity to manage and lead through change. This perspective is particularly compelling to potential employers who value leaders that can balance logic with empathy.

Your financial acumen

The CV foregrounds your financial acumen, detailing how your initiatives have led to increased revenue, cost efficiencies, and transformative projects, all underpinned by an emotionally intelligent understanding of stakeholder impact.

Your capacity to innovate

Your innovative and original contributions are also spotlighted, showcasing the forward-thinking and creative advancements you've pioneered, backed by the ability to inspire and bring people together for a common cause.

Your ability to lead and motivate

Leadership is framed not just through outcomes but through the lens of emotional intelligence, highlighting your ability to cultivate teams, enhance communication, and make an impactful impression on a range of stakeholders, demonstrating a leader who understands the human side of business.

Your commitment to excellence

Finally, your unwavering commitment to excellence is portrayed as a byproduct of your professional and emotional acumen, reinforcing your reputation as a leader who elevates standards in recruitment, product development, and customer experiences through a keen understanding of people and processes. This comprehensive reflection ensures that your CV resonates not just with the expectations for the role but also with the emotional depth and understanding required for top-tier leadership positions.

Avoid the pitfalls of job applications

Don't be that person who sends hundreds of applications and gets no responses. More...

Steer Clear of Application Missteps:

Neglecting Applicant Tracking Systems (ATS)

The primary hurdle? Applicant Tracking Systems (ATS). It's estimated that a shocking 70% of CVs are eliminated at the initial screening due to a mismatch with the employer's selection criteria, signalling the end for generic CVs.

The One-size-fits-all CV Dilemma

Sending the identical CV for multiple applications is a sure-fire error. Tailor your CV for each application, showcasing how your distinct skills and experiences make you the perfect fit.

Mismatch with Job Requirements

A CV that doesn't reflect the specific skills and experiences sought in the job advertisement is likely to be overlooked. Your CV should closely align with the job selection criteria outlined by the employer.

Overly Stylised CVs

Favour simplicity over excessively stylised CVs that focus on decoration rather than substance. CVs heavy on graphics and elaborate designs can confuse Applicant Tracking Systems (ATS), significantly diminishing their effectiveness. Furthermore, many organisations and jurisdictions dismiss applications with photos to sidestep allegations of gender or ethnicity discrimination.

To avoid the pitfalls and boost your chances of an interview, focus on devising a CV that's not just clear and concise but also bespoke for the job in question and compatible with ATS requirements.

To avoid the pitfalls and boost your chances of an interview, focus on devising a CV that's not just clear and concise but also bespoke for the job in question and compatible with ATS requirements.

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Elle has consistently provided personalised, results-driven CV consultancy services, with a fifteen-year track record in delivering personal support that accentuates the achievements and aspirations of her clients. This means moving beyond a comprehensive job history to spotlight accomplishments and skills that directly address the employer's wants and needs (selection criteria).

Aligning your CV

Tailor your CV to the prospective employer's specific needs and demonstrate how your accomplishments align with their requirements. Providing concrete examples with metrics strengthens your case and enhances your chances of securing an interview.

1. Your attributes: The first circle represents your (the applicant's) knowledge, achievements, and skills
2. Job description: The second circle represents the employer's strategic and operational needs in filling the post
3. The market: The third circle represents the broader trends and challenges facing the employer's industry