Does "Marketing Speak" Hurt or Help Your Resume? A Deep Dive into Crafting Impactful Resumes

When it comes to creating a resume, the question of style often arises: Should you lean towards "marketing speak" to enhance your achievements, or is it better to keep your language simple and direct? Many job seekers face this dilemma, especially in industries where precise communication is key, such as programming, engineering, and finance. In this blog, we’ll explore whether flowery language improves or detracts from the quality of your resume, and how to strike the right balance to impress recruiters without overcomplicating your messaging.

What Is "Marketing Speak" and Why Does It Matter?

"Marketing speak" refers to the use of elevated or exaggerated language, often filled with industry jargon, to make an action or achievement sound more important or complex than it actually is. For example, saying you “spearheaded the initiation of a cutting-edge software solution” instead of “started a new software project.” While the first version may seem more impressive at first glance, many argue that it can obscure the real meaning of the action.

The Case Against Marketing Speak: Clarity Over Complexity

For many professionals, clarity trumps complexity when it comes to resume writing. Hiring managers, particularly in technical fields, often prefer a straightforward account of what you did and how you did it, without unnecessary embellishment. One common critique of marketing speak is that it makes your achievements sound vague and potentially misleading.

Consider the following two descriptions:

• Elevated the quality of legacy projects written in React and spearheaded the planning, architecture, and initiation of a novel project in Flutter.
• Improved the quality of legacy React projects and led a new one in Flutter.

While the first example certainly sounds grander, it lacks the directness of the second. The problem with marketing speak is that it can give the impression you’re hiding behind fancy words rather than demonstrating actual achievements. Recruiters appreciate clear, concise language that leaves no room for interpretation.

Simplicity Reflects Confidence

Many hiring professionals believe that candidates who can describe their achievements in clear, simple terms exude more confidence. Flowery or complex language can give the impression that you are trying to compensate for a lack of real accomplishments. As one commenter noted, when executives or high-level managers respond to emails, they often do so with brief, to-the-point answers. The same principle applies to resumes—brevity and directness often reflect confidence and authority.

Focus on Business Impact and Metrics

Another key element to consider is the importance of metrics. A well-crafted resume should always include measurable results. Vague statements like “improved the quality” don’t offer much insight into what you actually achieved. It’s far more effective to include specific outcomes, such as:

• Increased project completion rate by 20% by refactoring legacy React code, resulting in faster feature development.
• Led the development of a Flutter project that reduced user response time by 15%.

By focusing on business impact and measurable results, you’re providing concrete evidence of your contributions. Adding metrics can turn a mundane task into a compelling achievement, making it clear to recruiters that you delivered real value in your previous roles.

Avoiding the Trap of Meaningless Metrics

While metrics can enhance your resume, they should always be accurate and relevant. One common pitfall is using made-up or exaggerated numbers to inflate your achievements. For example, stating that you "improved team productivity by 75%" might sound impressive, but if the number isn't backed by real data, it could backfire. Hiring managers are often seasoned professionals who can spot inflated claims.

If you’re going to include metrics, be sure they’re based on actual data. You can include baseline comparisons to give context, such as:

• Reduced project turnaround time from 60 days to 45 days by streamlining processes.

This kind of statement is not only specific but also believable, giving the hiring manager a clear picture of your impact.

The Right Balance: Simple Yet Professional

The challenge lies in finding the right balance between clarity and professionalism. While it’s important to avoid overly complex language, you also want to ensure your resume sounds polished and professional. Certain terms like “spearheaded” or “led” are useful because they convey leadership without unnecessary fluff. However, it’s crucial not to overdo it with jargon or vague descriptors.

For instance, instead of saying:

• Spearheaded the development of a cutting-edge Flutter project.
  Consider saying:
• Led a team to develop a high-performance Flutter project, improving user experience by 15%.

This second version is straightforward yet professional, focusing on both the action you took and the result of your work.

Why Context Matters in Resume Writing

The best way to make your resume shine is to tailor it to the specific job you're applying for. If you're aiming for a leadership role, your resume should highlight your leadership skills. However, if the position requires technical expertise, then your resume should showcase your hands-on experience and technical abilities.

For example, if you’re applying for a technical role, overly marketing-heavy language could hurt your chances. Many technical hiring managers value candidates who can get straight to the point and demonstrate deep expertise. On the other hand, if you’re applying for a sales or marketing position, a more polished and engaging style might be more appropriate, as these roles often require strong communication skills.

How to Tailor Your Resume for Different Industries

One of the most important aspects of writing a resume is making sure it aligns with the expectations of the industry. Here are some industry-specific tips:

• Technical Roles (Programming, Engineering, IT): Stick to clear, action-oriented language that demonstrates your technical proficiency and problem-solving skills. Focus on measurable results and specific tools or technologies you've worked with.
• Creative Roles (Marketing, Design, Writing): While clarity is still important, you can be more creative with your language to show off your personality and ability to craft engaging narratives.
• Leadership Roles (Management, Executive): Highlight leadership, strategy, and the ability to drive results through teams. Focus on high-level outcomes and avoid getting bogged down in technical details.

Avoiding Common Resume Mistakes

When writing your resume, avoid the following common mistakes:

• Overloading it with Jargon: Too much industry jargon can alienate recruiters who may not be familiar with the technicalities of your previous roles.
• Using Unverifiable Metrics: Only include metrics that can be backed up with real data. Otherwise, they may seem exaggerated or dishonest.
• Combining Multiple Ideas in One Sentence: This can make your resume hard to read. Stick to one idea per bullet point for clarity.

Final Thoughts: Should You Use "Marketing Speak"?

The takeaway is clear: simplicity often works better than complex marketing language. Direct and concise descriptions help hiring managers understand your achievements quickly, without leaving them to guess what you’ve actually done. While marketing-heavy language might seem more impressive, it can detract from the clarity of your message and potentially harm your chances.

Remember, the goal of your resume is to showcase your skills and accomplishments in a way that’s easy to understand and backed by real, measurable results. When in doubt, prioritize clarity, use relevant metrics, and tailor your language to the job you’re applying for.

Conclusion

In today's competitive job market, your resume must strike the right balance between professionalism and simplicity. By focusing on clear language, measurable results, and a tailored approach, you’ll be able to create a resume that not only gets past the Applicant Tracking System (ATS) but also impresses hiring managers.