Ask yourself:

• Does it speak their language?  Does it echo lingo, jargon and buzz words found in the job description?
• Does it focus on what YOU can do for THEM?
• Does it emphasize themes and values found on the employer’s website or other written materials?

If the answers are “no,” it is NOT targeting your market.

What can you do? At the risk of oversimplifying the issue…

• Incorporate language from the job description and lingo their company favors in your materials.
• Take advantage of the fact that job descriptions are lengthy and involved…Someone spent time writing down exactly the skills and experience they seek. How flattering if you echo their language when you apply! You’ll look like the perfect candidate.
• Think about what you have to offer in the way of accomplishments and skills.  Eliminate any language that suggests that they can do something for you.  For example: “Seeking experience in a fast-paced, high-tech environment.”  No employer wants to hire someone to give them experience!  They want to know what YOU can do for them.
• Your research (via web information, informational interviews, reading industry publications) should uncover the organization’s culture and values.  Do they emphasize volunteerism?  Are they “green?” Are their employees chained to their PDAs and work 24/7? Your materials should incorporate how you fit into their culture.  The point is to help them visualize you fitting into their environment.  If you can paint a picture that helps them see you working for them, you are one step closer to an interview.

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