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By Matt Craven, Personal Branding Expert and Founder of The CV & Interview Advisors.

Knowing how hard to sell yourself in your CV is an age old challenge. Here are some thoughts…..


I call this ‘knowing where to set the dial’ – your average job seeker tends to set the dial too low, largely because it’s uncomfortable selling yourself. It creates a feeling of self-consciousness that doesn’t sit well with many people.

I used to train people in customer service and I would often say that if you don’t feel slightly uncomfortable with how nice you are being, you are probably not being nice enough!

The same could be said of writing a CV; if you don’t feel slightly uncomfortable with what you are writing, you are probably not selling yourself hard enough.


I’m not advocating being braggadocious or using unsubstantiated superlatives, but if your CV doesn’t communicate that you are good at your job then how will anyone know?

I’ll often mention during coaching sessions that there’s no osmotic force, no telepathy, no higher-being telling the world how great you are! If your CV (and maybe LinkedIn profile) don’t communicate your professional worth, then no one will ever know.


The trick to it is to back everything up with examples; that way, you feel more comfortable with your assertions and avoid ‘imposter syndrome’.

A good CV will have plenty of achievements in the career history, which focus on the business benefits / outcomes you have driven – these outcomes should be backed up with tangible, measurable and ideally statistical evidence (pounds and percentages work well).

Case Studies

I liberal smattering of mini case studies also work well. We recommend having three on page one. The idea is to elevate your three biggest and most relevant achievements onto page one, giving them enough context to stand alone by writing them in case study format. We write case studies using the STAR formula, which is a simple acronym for Situation, Task, Actions and Result. Case studies written in this format that have a strong result are a powerful tool for driving interviews.

Why not request a free CV or LinkedIn appraisal! Have a look on this website for more details.


Our guarantee to you

We will keep working on your CV until you are 100% happy and if at the end you are not, we will refund your money.

Matthew Craven

Matthew Craven, Managing Director

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