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Marketing YOU: Can a Burrito Help You Get a Job?

Marketing YOU: Can a Burrito Help You Get a Job?

I’m sure it happens, but I have never personally seen anyone get a job just because of their resume alone—and without at least one interview.

A resume is a marketing document. Its major job is to get you the interview. It will be reviewed during the interview and throughout the interview process. The further you get into the interview, the more closely your resume may be scrutinized.

So, you want lots and lots of great details there, right? Not exactly. Here’s the challenge: In the early stages of your resume, it will be reviewed by Human Resources, recruiters, or the admin person at the front desk among the 50 other various tasks throughout their day. The resume will be scanned in a matter of seconds, not minutes. So, your resume has to speak to them VERY quickly in the first scan, or you’re out.

We call it “making the cuts.” If you don’t make the first cut, you’ll never impress on the second one. Too much detail can end your dreams in a snap, but, if they can’t scan and find the right info points quickly, you’re sunk too!

Remember to not “sell” yourself on the resume. Rather, “market” yourself and pique their curiosity. Provide enough information to entice them to want to speak with you.

Anyone who knows me knows I love Chipotle: Think of the succession of information that may have put a Chipotle burrito in your hand.

1. Blazing down the freeway at 70 mph, I’m focused on the road. What is that billboard? A big silver burrito. “Chipotle...Exit 34 ahead.”

2. Exit 34, there is “Chipotle” on the mall sign, and   then on the side of the applicable storefront.

3. I walk inside, and everyone says, “Rex!”—Wait a second, that is Norm from Cheers. I’m not quite that great of a customer. Seriously though, I get in line and study the menu. I consider my options and how they fit into my day. Hmmm...OK, a veggie bowl, small chips, and small guac. 

4. It’s my turn to order, and they ask me what I’d like. I share my selection and perhaps a question or two...gluten-free tortillas yet? 

5. I move through the line, answer and ask more questions, and finally get to pay. 

Stay with me, I’m not losing my mind here. Rather, I’m making a point.


You are Chipotle! Your resume (billboard) has to quickly capture the attention of the prospective employer and they need to place you in the “yes” folder (Exit 34).

Your resume needs to display your skills, experience, and WIFM (what’s in it for me) attributes in a way that is easy to read, pleasing to the eye, and supports a decision to move forward (the menu).

Your resume brings them to the point of contacting you and setting up an interview (making it to the counter).

When interviewing, share information and ask great questions. Listen (building your order).

In the latter stages, you’re exchanging information and helping the employer make a decision and pull together an offer (you’re at the register and about to get your food).

Naturally, I’m having fun here writing about two of my favorite subjects: Chipotle and resumes. Albeit fun, let’s not think for a moment that Chipotle has not thought through every single step of getting you from the freeway to the restaurant. Every minute detail is carefully thought out for its strategy. It’s serious business!

Eight Quick Resume Tips:

1. Do not place your street address on your resume. Do you really want someone Zillowing your
home’s value?

2. Market at the top, i.e. the “billboard” of your resume. If it’s a multi-page resume, the “billboard” should make up about 75 percent of the first page.

3. Speak to your target audience, including company and job type.

4. Keep it to two to three pages max. Remember, you’re marketing here, NOT selling.

5. Use white space. If, for example, you have a 1.5-page resume, read it out. Play with the margins and use white space to make it two pages.

6. Make sure pages two and three both have your name and contact information on them. Also, add page numbers, such as “Page 2 of 3.”

7. Have someone(s) else review your resume and provide feedback. Listen to everything they say. Ask questions, but don’t get defensive.

8. Consider investing in a professional resume—the best investment you will ever make. It will cost you less than you would spend at an NFL game and should last you for years, with only minor updates. The ROI is easy to figure—take your annual income and multiply it times the number of years you expect to be in that job.


Your resume is serious business. Done right, there is a lot of strategy, marketing, psychology, and writing that goes into carefully crafting a great resume. Unfortunately, those great lime-tortilla chips and guac are not options. 

Contributing Author

Founder and President, Joe Produce Search℠. Joe Produce Search (JPS) is the Executive Search division of Joe Produce®. Joe Produce Search is comprised of experienced search consultants and produce professionals. Our placements range from middle management to C-level positions, throughout North America, covering a wide range of produce and produce-related businesses. Joe Pro Resumes is another service of Joe Produce®. Joe Pro Resumes helps you write and refine your resume to help you find the produce industry position of your dreams. We have written hundreds of resumes for many professionals in the produce business in addition to various related sectors.