When you strip away all the basic requirements expected of any marketer—hard skills and experience—what's left? Everything that cannot be said in a resume!

Yet, ironically, those are the critical, personal elements that make a difference in a marketer's decision-making abilities—their soft skills and fit with culture. They are also what will get a hiring manager to take a second look, because they often determine employees' longevity, loyalty, career satisfaction, and productivity.

Hiring managers have a hard job. They must review hundreds of resumes to decide who to interview. It's challenging to discern soft skills in text-format resumes. Even the best-written resume that incorporates all your marketing genius won't necessarily get your name on the interview list.

How to Stand Out

Roughly seven qualified marketers are available for each open position, so you need to think beyond the resume—to clutter-breaking tools—that'll give you the opportunity to express your personal brand.

One such tool that's gaining popularity is a video bio. Video gives you the opportunity to convey soft skills like communication style, passion, ideas, demeanor, confidence, and personality.

A video bio is not just any video, and it's not a video resume. It is a multimedia tool designed to communicate your story (hence, bio), and not simply repeat what's in your resume. In fact, a video bio is everything that cannot be included in your resume. It allows you to share achievements in a storytelling way and helps you stand out from the crowd by making a real connection with your prospective manager.

As a marketer, you know that words account for about 7% of a complete communication. Therefore, your written career marketing tools (cover letter, resume, thank-you note, etc.) limit your ability to create emotional connections with the people who are making decisions about you.

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image of William Arruda

William Arruda is a personal branding pioneer, the founder and CEO of Reach Personal Branding, and the author of Ditch. Dare. Do! 3D Personal Branding for Executives.

Twitter: @williamarruda

LinkedIn: William Arruda

Catharine Fennell is an entrepreneur specializing in online video profiling and is president and CEO of videoBIO, which provides affordable Web and professional video bio services to individuals and businesses.