January 2025

Editor's Message
by Ruth Sternberg, NCOPE – NRWA Newsletter Editor

Happy 2025! 

I hope you all had a great holiday season! 

As members of the NRWA, we have a lot to celebrate!  We ring in the new year with a fresh slate of webinars, a new certification program, and plans for our 2025 conference under way!

In this issue, you will learn why it’s important to plan for your professional development while it’s still early in the year. You don’t want to get caught short and miss out on education that can help your clients and strengthen your business.

Want to promote your expertise? You also will find out how to apply for a speaking slot at the conference. If you’ve never presented, this is your chance! 

Meanwhile, you also can refresh your knowledge about the NRWA’s Writing Excellence Boot Camp (a terrific way to prepare to earn the Nationally Certified Resume Writer, or NCRW, credential), and the next opportunity to become a Nationally Certified Online Profile Expert (NCOPE).

From there, you can learn more about the new coaching certification program (it’s undergoing a name change); meet one of the NRWA’s newest members; and get some tips from our marketing chair about tools that can help you track some of your business metrics.

Finally, in this issue we introduce you to the 2025 board, and then we close with some suggestions for commemorating Martin Luther King, Jr. Day on Jan. 20. 

It’s a hefty newsletter! Take some time to read it and let me know if you have some ideas for additional stories that we can include! You can reach me at ruth@confidentcareersearch.com.

Have a great year!

What’s on Your 2025 Training Calendar?

By Ruth Sternberg, Watercooler Editor

Contributors: Cathy Lanzalaco, NCOPE, NRWA President; and Jean Austin, NCRW, NCOPE, NRWA Professional Development Chair

It’s a new year and an opportunity to provide your clients with cutting-edge advice and gold-standard services. A sure way to make that happen is to continue your professional education. 

Now is the perfect time to ensure you have the resources to do that by perusing the NRWA’s offerings and making some budgeting decisions.

The NRWA offers many paths to professional growth, including webinars, workshops, and certification programs. 

Then there is the NRWA annual conference. It is more than just an event; it is the culmination of a year’s worth of learning, growth, and connection. The conference brings together our vibrant community's collective energy, insights, and expertise in one inspiring space. 

This year, the conference will be held Oct. 13–16 at the Crowne Plaza Resort, Phoenix – Chandler Golf Resort.

NRWA Learning Opportunities

• Webinars: These are scheduled on Fridays 12:30 – 1:30 p.m., ET; however, technology topics (“Tech Tuesdays”) are scheduled periodically on Tuesdays 12:30 – 1:30 p.m., ET. If you miss one, it’s available on demand.

• The Writing Excellence Boot Camp: This can help you become a better resume writer, especially if you are preparing for the Nationally Certified Resume Writer (NCRW) exam. 

• Writing Excellence Foundations and Writing 101: These self-paced programs (four modules and nine modules, respectively) let you learn at your own pace.

• The NCOPE: The National Certified Online Profile Expert credential will equip you with the skills and knowledge to help your clients establish resonant brands on the LinkedIn platform. 

• The NCRW: The Nationally Certified Resume Writer credential places you in the nation’s top tier of skilled writers.

• The NRWA’s new career coaching certification program, currently leading to the Nationally Certified Career Transition Coach (NCCTC) credential, it will equip you to help your clients navigate their career decisions. Watch this newsletter for more details. 

• The NRWA Annual Conference: Held each fall, this educational meeting features top speakers guiding you to grow your business and provide cutting-edge service to your clients. Watch for information on the NRWA website, the NRWA’s LinkedIn page, and the NRWA Facebook member forum for registration information. 

Why Planning Ahead Makes All the Difference

1. Stay Ahead of Industry Changes

The career industry is constantly changing. LinkedIn changes its algorithm frequently. The rise of skills-based hiring and AI-driven job-search tools is adding layers of complexity to the job search.  Planning your development early ensures you’re ahead of the curve—and so are your clients.

2. Save Money and Stress

Some of the NRWA’s programs offer early-bird pricing or limited spots. By planning ahead, you can lock in discounts and avoid the stress of scrambling to make last-minute decisions.

3. Align Professional Development with Your Goals

Early planning lets you be intentional. What skills do you want to sharpen? What areas of your business could grow? By deciding early, you ensure every dollar and every minute invested moves you closer to your goals.

By planning your professional-development journey with the conference in mind, you can arrive fully prepared to engage, collaborate, and take your practice to the next level. It’s the perfect opportunity to celebrate your growth, learn from industry leaders, and explore the latest trends shaping our field. Make 2025 the year you invest in yourself and your career. Start strong, stay consistent, and take advantage of all the resources and benefits the NRWA offers.

Together, we can make this a year of transformation, innovation, inspiration, and impact for us all.

If you have any questions, contact the Professional Development Chair via admin@thenrwa.org.

Cathy Lanzalaco is the 2025 NRWA board president. She owns Inspire Careers based in Buffalo, NY, providing executive coaching, career transition, job search, and outplacement services. 

Share Your Expertise at the 2025 NRWA Conference

The National Resume Writers’ Association is accepting speaker proposals for its 2025 conference focusing on best practices and trends in the resume-writing industry.

The conference will be held Oct. 13–16 at the Crowne Plaza Resort, Phoenix – Chandler Golf Resort.

Presenting at the conference is a great way to showcase your expertise and your business and generate interest in your services among potential partners and clients. Check out the speaker guidelines, then submit your proposal.   

Our theme this year is the Rise of the Phoenix. Many of you are likely familiar with the myth of the phoenix—a powerful symbol of hope, life, and better things to come, born from the knowledge and experience of difficult times and challenging circumstances. The phoenix rises from the ashes stronger and more resilient, and just as we professionals face our own trials and test solutions that push us to adapt and grow, we want to inspire our members to rise to the challenge and emerge with renewed strength and sharpened expertise. 

This Year’s Topics: 

• Business: business optimization, business systems, transitioning from side business to full-time, income-generation techniques, profitability practices

• Recruiting: market trends, candidate best practices

• AI tools and technology: technical demonstrations

• NCRW process: prepping for the certification and meeting its challenges

Benefits of Presenting:

• Enhance your visibility and reputation in the resume writing industry.

• Help build the NRWA’s signature reputation of excellence in resume writing, education, and awareness.

• Gain a greater appreciation of your own expertise as you prepare your presentation.

• Receive complimentary virtual conference registration for all days, including admission to the vendor exposition, educational programs, and social events.

• Access to exclusive vendor pricing and sponsorship opportunities.

The deadline for speaking proposals is March 9 at midnight, Eastern Standard Time.

Is Earning Your NCRW Credential on Your To-Do List?

By Kathy Keshemberg, NCRW, NCOPE, NCRW Commission Manager

Have you been thinking about becoming a Nationally Certified Resume Writer?

If so, here’s the perfect learning opportunity for you to consider: The Writing Excellence Boot Camp.

The application deadline for the next session is Jan. 15. The class runs Jan. 22 – Feb. 26, 2025, meeting 6:00–7:30 p.m., ET. 

This six-week, hands-on, intensive experience, taught by Norine Dagliano, focuses on preparing candidates for the NCRW process. Classes are delivered live over Zoom and consist of a PowerPoint presentation followed by class Q&A and discussion. Participants will be introduced to a fictional job seeker and taken through the steps of developing their resume and cover letter, from discovery and strategy planning to final copy editing and formatting, each session building upon what was taught the previous week.

Participants complete a weekly homework assignment framed around what was covered in the session. They receive custom feedback from the instructor and are asked to share their assignment with the class the following week. This powerful exercise provides an opportunity to see how others have approached the same information. 

The Boot Camp provides something you won’t receive from typical training: one-on-one mentoring throughout the six weeks. Send the instructor samples of your client projects and receive detailed feedback about what you are doing well and areas for improvement. Through custom videos and/or phone calls, you and the instructor can discuss strategy, identify grammatical and formatting errors, and explore ways to improve the content and messaging.

John House, our newest NCRW and Boot Camp graduate, was impressed with the program.

“The Boot Camp truly challenged and refined my resume approach,” he said. “Norine's clear and organized teaching style, coupled with her high standards, ensured that every session was full of useful information and guidance. For anyone serious about achieving NCRW certification, I'm confident the Boot Camp will pay off.” 

John’s goal when registering was to pass the NCRW test, and he did so on his first try. He also found the training beneficial for these reasons:

“In addition to benefiting from Norine's experience, I knew I would be exposed to recommended reference materials and suggested resources. The many examples Norine shared were invaluable. Also, weekly live sessions allowed for feedback and Q&A. Working through a resume really forced me to practice and challenge my past approaches.”  

If your goal is to become an NCRW this year, take the first step to join Boot Camp. Submit a sample resume and cover letter to Kathy Keshemberg at certchair@thenrwa.org. She will review them and let you know next steps.  

Kathy Keshemberg owns A Career Advantage, located in Appleton, WI, helping clients by writing resumes, cover letters, and LinkedIn profiles. Her work is featured in more than 10 books of successful sample resumes and cover letters. Kathy also leads the NCRW certification process.

Become a LinkedIn Expert!

Strengthen your expertise in writing and advising your clients about LinkedIn profiles by earning your National Certified Online Profile Expert (NCOPE) designation. 

This is gold-standard training in optimizing the LinkedIn profile for visibility and results.

The next training begins Feb. 13. NRWA member Tom Powner will spend five sessions teaching you:

• How to craft branded, engaging, conversational, value-based LinkedIn profiles that get found and land clients more interviews.

• The role of artificial intelligence and machine learning, and the role LinkedIn plays in today’s job hunt, career marketing, and social recruiting.

• The ins and outs of LinkedIn Recruiter, the platform used by a majority of recruiters to find and vet talent. This will give you the edge needed to craft profiles that perform in a crowded and competitive space.

• The strategy behind finding, building, and nurturing a large, centric network to catapult your clients’ networking powers.

• Best practices to leverage LinkedIn’s network power and career interest settings and to find and apply to LinkedIn job postings.

Here are the details:

Class meetings are Feb. 13 – Mar. 13, 2025, Thursdays 12:30 – 2:30 p.m., ET. 

The five-session, interactive certification program will give you the ability to craft branded, engaging, conversational, value-based LinkedIn profiles (and an understanding that a great LinkedIn profile is born from a great resume) that get found and land clients more interviews (and you’ll get more clients!).

Click here for more details and to register! 

Inaugural Coaching Program Getting Ready for Second Cohort — and a New Name 

Eleven NRWA members completed the organization’s new career coaching training program, and will soon be receiving their credentials.

The Nationally Certified Career Transition Coach (NCTCC) certification, unveiled at the NRWA’s 2024 conference, covers coaching frameworks and methodologies and gives candidates practice with coaching fundamentals.

 “Congratulations to the amazing individuals who took the leap and joined the NRWA’s inaugural cohort for the NCCTC program,” said instructor Chelsea Jay. “I feel honored to have been a part of a transformational journey. I witnessed incredible growth, not only in skills but also in confidence and mindset. Participants stepped out of their comfort zones, embraced challenges, and demonstrated a willingness to learn, adapt, and support each other.”

When the program begins again April 1, it will follow the same robust structure but will have a new name. 

“Due to circumstances beyond our control, we will be renaming the NCCTC credential in a way that more accurately reflects the quality and rigor of the certification process itself,” said Brenda Mariah, NRWA Immediate Past President. “With that, we will be working with our marketing team and governing board to share options for you to choose from.  Please keep an eye on the Facebook Member Forum for your opportunity to vote.”

Jay said praised the work of the first training group.

 “The live coaching demonstrations in Week 8 were extremely rewarding,” she said. “Participants showcased their ability to apply what they had learned, offering thoughtful, empathetic guidance to their peers. The feedback exchanges further represented the community and mutual encouragement that this program fostered from the beginning.

 “What made this program a success was the active engagement and commitment from every participant. From thoughtful contributions during discussions to the diligent completion of assignments, everyone brought their A-game. Each participant walked away with tangible tools and actionable strategies that can immediately be implemented in their professional journeys. But most importantly, the program created a space for self-discovery, fostering an environment where participants could redefine their own potential. The transformations I witnessed (big and small) were inspiring.”

Keep watching the Watercooler and Mid-Week Memo for registration information.

Dennis Carr joined the NRWA in October 2023. Here’s his take on why he joined and what he enjoys most about the organization. 

Why did you decide to join? 

I wanted an organization that would enable me to grow my professional skills as well as my professional network. The NRWA seemed to be a

great fit for both, and I have learned a great deal since joining.How have you participated over the years since you joined? 

What NRWA activities have you participated in so far?

I have been attentive to the forum posts and discussions, which are a terrific source of tidbits for really effective support to clients. I have also completed the NCOPE course, which was incredibly helpful in honing my LinkedIn skills.

What benefits have you gotten from membership so far?

NCOPE has been a game-changer. Tom teaches a terrific course that not only shows operations but applications from an "outside the box" mindset. The professional network and positive reputation of the NRWA are also terrific resources for learning and engagement.

What is your career-industry specialty? For whom do you work?

Dennis is president of DCPC Consulting and Executive Director of Government Contracts Administration and Acquisition Training for Potawatomi Business Development Corporation.

Those who seek me out seem to be members of the military, federal employees, or their spouses. I spent 26 years on active duty with the U.S. Air Force, and I have a strong understanding of hiring within the federal government as well as industry. Because of my background, I can relate to the goals of military members, civilians, and their spouses to enable quality support that helps them reach their goals. I work as an independent contractor/consultant.

Tell me about your family, hobbies, or anything you want to share that's more personal:

I recently retired from the military after 26 years of service that included 9/11, multiple tours in Iraq, Afghanistan, and ultimately five continents. I did not see a great deal of support for military members and their spouses that was rooted in relatable experience and a true passion to help this incredible group of people. That is why I do my best to give back to the military, federal civilians, and their spouses.

I have a wonderful bride of 22 years and three children who all are now in college. I am not looking forward to a quiet house, but I am looking forward to being an empty-nester. My wife helps me with our consulting business. She is a doctoral-level college professor and program leader in the nursing field.

NRWA Launches New Coaching Certification

Essential Tools That Can Enhance Your Client Engagement

By Tanya King Floyd, NCRW, NCOPE, NRWA Marketing Chair

You’re a great resume writer. Your clients always rise to the top of candidate lists. But how effectively are you managing and monitoring your client engagement?

Growing your business depends on your ability to know what your clients need and how well you are reaching them. For instance, you may notice:

• Your website isn’t drawing client inquiries.

• Your blog isn’t getting a lot of engagement.

• You are falling behind your goal of consistently posting on social media.

• Some clients are taking too long to complete their intake forms.

There are some tools that can help you find out what is happening and address it. 

Heatmaps and Session Recording Tools

These tools give visual reports that help you improve your website so visitors can easily find what they’re looking for. This can help you create or improve your website by encouraging visitors to take action. For example, you might find out that the contact form on your website is positioned too low on the page and lacks a clear call-to-action button.

• Hotjar: Shows where people click, scroll, and spend time on your site.

• Crazy Egg: Lets you test different website designs to see which ones work better.

• Mouseflow: Records what visitors do on your site, so you can spot issues that might stop them from completing tasks, such as filling out a form.

SEO and Content-Optimization Tools

These tools help your website appear higher in search engine results, making it easier for people to find you online. They also help you write better content for your site. You want to get found, so you need to know what people are searching for and use those key terms in your writing.

• SEMrush: Helps you find popular search terms and see what your competitors are doing online.

• Ahrefs: Shows which topics and pages bring the most visitors to your site.

• Yoast SEO: For WordPress users, this tool ensures your blog posts and pages are optimized for search engines.
  

Social Media Management Tools

These tools make it easier to manage your social media accounts. They help you schedule posts, interact with your audience, and track how well your posts are doing. Built-in analytics may show which posts are getting the most engagement.

• Sprout Social: Gives you detailed insights about how your audience interacts with your posts.

• Hootsuite: Lets you manage multiple social media accounts from one place.

• Buffer: Helps you plan and schedule posts while offering basic performance analytics.

Client Relationship Management (CRM) Tools

These tools help you stay organized when working with clients. They track all your interactions, making it easier to manage communication, appointments, and follow-ups. Have a client list that’s growing too big to handle? These tools can help you stay organized.

• Dubsado: Combines client tracking, invoicing, and project management in one place.

• HubSpot CRM: Free tools to manage emails, schedule meetings, and keep track of your clients’ progress.

• Zoho CRM: Affordable and customizable, this tool keeps all client information in one place for better organization.

There are many other tools that can help you accomplish these same goals. Check them out! Try out one or two to see what works best for you.  

Tanya King Floyd, the NRWA’s marketing chair, is a co-owner of Alliance Resume and Writing Service, creating targeted marketing materials for individuals and small businesses. She lives in Austin, TX. 

Welcome to the 2025 NRWA Board

As we move into 2025, we congratulate our new NRWA Board of Directors.

As a member-driven association, the NRWA relies on volunteers to maintain operations, grow the membership base, spearhead new educational opportunities, and lead future-focused initiatives.

Here is our structure: 

• The Executive Board includes the President, President-Elect, Immediate Past President, Secretary, and Treasurer. 

• Appointed chairs oversee certification, professional development, membership, marketing, sponsor relations, conference planning, and written communications.

• Directors of Member Support (DOMS) serve as liaisons to our 600+ members across several segments: newly launched business owners, experienced business owners, those serving in college career centers, and those who provide services within workforce/community organizations. These representatives create networking and educational opportunities for members within their industry sectors.

Here is our new executive board:

• President: Cathy Lanzalaco

• President-Elect/Ethics Chair: Nancy Grant

• Secretary: Donna Tucker

• Immediate Past President: Brenda Mariah

• Treasurer: Robert Rosales

• Past Treasurer: Adam Zajac

Here are our chairs:

• Membership: Heather Rothbauer-Wanish

• Marketing: Tanya Floyd

• Conference: Sara C. Timm

• Professional Development: Jean Austin

• Partnership: Grant Cooper

• Written Communications: Amanda Miller

Our Directors of Member Support:

• New Business Owners (West Coast): Tessa Barlow

• New Business Owners (East Coast): Shoni Bell

• College Career Centers: Sheila Wener

• Military and Workforce Career Centers: Rosalinde Rosado

• Experienced Business Owners (West Coast): Arno Markus

• Experienced Business Owners (East Coast): Donna Shannon

Congratulations!

MLK Day is a Chance to Give Back

January 20 is MLK Day, celebrating the life and legacy of civil rights icon Martin Luther King, Jr.

It’s a wonderful opportunity to celebrate the incredible legacy of a man who devoted his life to justice, equality, and peaceful change. Many communities hold special breakfasts, lectures, and other events to mark the occasion. But there are many ways to get involved. 

Career services professionals have a unique opportunity to infuse King’s ideals of equity, justice, and empowerment into their practices:

Provide Free Services to Marginalized Communities

In the spirit of giving back, consider dedicating MLK Day to offering complimentary or reduced-rate career services for individuals from underserved backgrounds. Assist job seekers with resume reviews, mock interviews, or workshops on optimizing their LinkedIn profiles. Collaborate with local nonprofits or community organizations to extend your impact.

Participate in Workplace Education

Plan or attend a virtual or in-person workshop that emphasizes the significance of diversity, equity, and inclusion (DEI) within professional settings. Celebrate King’s commitment to equal opportunities and share actionable advice on how job seekers can evaluate potential employers' dedication to DEI principles, covering topics like researching companies and crafting insightful interview questions.

Share Valuable Resources 

Disseminate information that resonates with King's vision for economic and social equality. Create guides or blog posts that highlight scholarship options, job boards catering to underrepresented groups, or training programs to address workforce disparities. Shine a light on organizations actively working towards closing opportunity gaps.

Join Forces for Community Service Projects

Collaborate with other career services professionals to initiate a community service project together. This could involve hosting a career fair tailored for disadvantaged job seekers or organizing a donation drive for professional attire — helping those in need while embodying the spirit of service that King championed.

By taking these steps, you can honor Dr. King's legacy while positively impacting your community!

Professional Development 

The NRWA offers live and on-demand webinars, a self-paced Resume Writing 101 course, teleseminars, and more opportunities for learning throughout the year.

Certification Programs 

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