Return of the Referral Resume

I originally wrote about this in 2018, but it’s time for an update. At the time I said: “This whole “connected” society thing is cool, but I know a lot of people who view human interaction as a detached state, a necessary evil, or a little of both…I view it as a business opportunity. Actual human interaction is the original social media, more important today because fewer people are doing it well.” That part is still true.

For a referral-driven business like résumé writing, strategically building a community of great clients is more effective than relying on chance.

I frequently advise job-seeking clients to rethink the way they keep score, from “How many applications did you fill out today?” to “How many conversations did you have about your job search?” And it is frequently a struggle, the most common reasons being: 1) they are embarrassed because it appears that everyone in the world is working except them; 2) they have not maintained relationships with people who might be in a position to help. I get it. But avoiding those conversations is not the way to go.

Compare that scenario to your own business. Every client you have shows their résumé to at least a few other people, some of whom are future potential clients as well. At the end of the month, I like to identify the “high pleasure, high profit (HPHP)” clients, meaning they were cool to work with AND I was paid a fair price without any hassle (not necessarily the highest-priced service offered).

At the end of the quarter, my VIP list gets something no one else gets: 1) recognition as a valued client; 2) tools to help find more people like THEM that might be great candidates for my services.

The referral résumé sparks conversation with HPHP clients. In turn, they introduce your work to others who need it. It is meant to be discussed either on the phone or face-to-face with the person who represents an ideal ambassador for your brand. The conversation — as unconventional or uncomfortable as it might seem — is what mobilizes them.

You can see the sections and topics I chose; feel free to reveal any information you want. The 2018 version was two pages; my updated version is more streamlined. Some of you have pretty impressive accomplishments that boost your credibility in the industry; some of you have come from a diverse background that makes for an interesting story. The key is to focus on conversational topics…briefly.

How does that initial conversation with your HPHP client go? Something like this might work:

“I’ve enjoyed working with you and was wondering if you had time to talk to me about what parts of our process you found to be the most valuable. I have attached a copy of my referral résumé; it’s not meant to be shared, but I was hoping we could use it to brainstorm about who you know that might value the kind of work that I do. Would you be open to this?”

This is a cost-effective marketing investment. Every dramatic technical disruption reinforces the need for old-fashioned communication strategies that never go out of style. Just the name “artificial intelligence” tells you everything you need to know about its limitations. I’m a big AI fan, but it’s no substitute for real human connection. My HPHP conversations are 100% of my marketing budget.

What I said in 2018 still holds: strategic referrals are the cheapest, fastest, most reliable, and least luck-driven way to attract clients you love working with. Plus, it is grounded in simple behaviors: write a résumé about your business, choose who you want to read it, and have a conversation about it. Selling clients on the value of networking becomes more powerful when you become a model for its success.