is everything. Perceptions can be real or an illusion, driven by recognition and interpretation. Hence, the never ending battle of resume marketing (most people call it job searching). Perceptions vary from person to person. Different people perceive different things about the same situation. But more than that, we assign different meanings to what we perceive. And the meanings might change for a certain person. One might change one’s perspective or simply make things mean something else. Marketing gurus perpetually struggle with this underlying concept daily in advertising and promotion of products and services. Similarly, an effective resume, which is a marketing and advertising piece, must make sure that the message is interest-arousing and dynamic, and compelling to a wide and different audience.

A resume that appears to be sending inconsistent messages: Incorrect perceptions of employers and recruiters who are trained to disqualify job seekers have satisfied their criteria.