Editor's Message
by Ruth Sternberg, NCOPE – NRWA Newsletter Editor
Colleagues, Well, 2025 is almost at a close! Where has the time gone? More importantly, where is the future of work leading us, and what do we, as career-services professionals, do with that information? |
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For years, we’ve been discussing change: AI, client expectations, and the integration of writing and coaching. At the 2025 conference, this was the center of our discussions. Across every session, keynote, and hallway chat, the message was unmistakable: we’re not just writers anymore. We’re translators of experience, facilitators of clarity, and partners in transformation. That spirit runs through this conference highlights issue. Our community is evolving. We are embracing AI as a tool, rather than a threat, and expanding the definition of client service to include coaching and strategy, while honoring those who continue to elevate our standards. In this issue, you will read a bit about what we discussed. You’ll meet a new NCRW, celebrate our 2025 award winners, and glimpse the future of the NRWA. This issue is also a celebration of you—our members—who continue to write, coach, teach, and lead with integrity and heart in an uncertain world. As 2026 approaches, I hope you’ll take a moment to recognize how far we’ve come. Documents no longer define this profession; it’s defined by impact. The Watercooler team will be taking a short publishing break in December to rest, reflect, and plan for the year ahead. We’ll return in January with fresh perspectives, new voices, and a renewed commitment to capturing the evolving story of our field. Until then, thank you for reading, contributing, and being part of this growing, changing, and deeply connected community. Stay in the loop with NRWA happenings—delivered every Wednesday in the MidWeek Memo. See you in 2026!
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NRWA 2025: The Year the Profession Turned a Corner
If you missed the NRWA conference in Phoenix this year, you missed a turning point. The 2025 gathering wasn’t just another event. It marked a shift in how we see ourselves and our work.
Across keynotes and workshops, one message came through loud and clear: resume writing is no longer about documents. It’s about transformation. And serving our clients isn’t just about resumes, either. It’s about coaching through uncertainty with tools that can help our clients build resilience.
And then there’s AI.
“AI is a big concern right now for everyone in the industry,” said Conference Chair Sara Timm, who helmed the event for the second year in a row. “It was important to show that it is a tool, not something to be afraid of, something that we can incorporate into our business to help productivity. If our industry is going to survive AI, we're going to have to evolve.”
From Resumes to Resonance
This year’s conference focused on transforming our mindsets to help clients navigate rapid changes in hiring habits, technology, and market trends.
Speakers Heather Rothbauer-Wanish, Gina Riley, and Stephanie Cartwright reminded us that great resumes tell stories. They don’t just describe what someone has done; they show who they’re becoming.
Our job isn’t simply to polish content. It’s to interpret and connect, helping clients find the thread that ties their work together and make meaning of their experience. As Heather said, “Clients don’t hire us for punctuation. They hire us for perspective.”
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Coaching Is the Core Skill
Amy Adler and Marni Vyn (pictured above, front, left and right) reframed the client intake as a conversation of discovery, not data collection. The best practitioners act as translators. We are part writer, part coach, part mirror.
Ellen Steverson and Tom Powner expanded on this idea with their “Working to Winning Career Management Model,” urging us to think beyond job applications and toward a long-term career strategy. Our clients don’t just need resumes; they need roadmaps.
That was one of the key takeaways for John House, a workforce development specialist and first-time attendee from Seattle, WA.
“It’s a more systemic, holistic approach to thinking about the work we do,” he said. “Broader than just resume writing, it’s thinking more broadly and holistically across someone’s whole life.” |
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Technology: Tool, Not Threat
AI was everywhere in Phoenix, from live demos to hallway discussions. In his session on generative AI, Tom Powner (above) reminded us that technology amplifies both skill and sloppiness. “AI is designed to please you, not to prove you right,” he said, reminding us that discernment is now the most essential professional skill.
Practitioners who learn to prompt, verify, and ethically use AI will save time and sharpen their work. Those who rely on it blindly will lose trust.
Kristin Edelberg, an NRWA member from Denver specializing in executive personal branding, noted that her clients often ask about the role of technology in the job search. She found sessions on applicant tracking systems and AI to be valuable, especially the tools she learned about. “I’m looking forward to checking them out,” she said.
The New Hiring Landscape
In his 2026 Recruiting Trends session, Vince Vitale showed us what’s next. Hiring is becoming skills-based, data-driven, and hybrid by default. Employers are assessing adaptability and cultural contribution, not just credentials.
Our role is to help clients translate who they are into data that the systems can read and stories people can feel. Resumes must now be both algorithm-ready and emotionally intelligent. |
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Mindset, Inclusion, and Value
Several speakers tackled the human side of change. Nancy Grant (pictured above) explored confidence and self-doubt, focusing on ways to help clients with disabilities and on viewpoints that serve all who come to us for help.
Marisol Maloney discussed building inclusion into our processes, and Nicholle Overkamp emphasized the importance of financial confidence as part of career empowerment. Their message was consistent: neither we nor our clients can communicate value until we believe in it. Helping clients (and ourselves) own our worth is part of the work.
What It All Means
We have seen for several years now that the profession is maturing into something larger. It’s a blend of writing, coaching, strategy, and design. To stay relevant, we have to speak multiple languages: business, technology, and human psychology. The challenges job seekers face in 2025 bring this sharply into focus.
The message from Phoenix was clear: our work isn’t just to get people hired. It’s to help them understand who they are and what they bring to a changing world. That’s something no algorithm can replace.
If you couldn’t make it this year, make plans for our 2026 gathering. The conversation and the evolution are just beginning. |
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Next Year’s Meeting: The Riverwalk, The Alamo, and Big Changes for the NRWA
NRWA President Cathy Lanzalaco closed the 2025 conference by announcing next year’s location: San Antonio, TX.
The event, planned for October 5–7 on the River Walk, will reflect some changes within the NRWA and its new outlook.
The upcoming San Antonio event will have a distinct look and feel. It’s designed as a hands-on, immersive experience; a place to not only learn but also build. The theme says it all: “Arrive a Career Pro, Leave a Career CEO.”
Attendees can expect interactive sessions on business fundamentals, wellness, leadership, and implementation. There will be pre-event work to personalize your experience and post-event mastermind groups to keep the momentum going.
For those who prefer to stay virtual, an NRWA midyear resume-writing event will continue to offer in-depth technical training and CEU credits.
The NRWA has been listening closely to its members, and Cathy used her talk to share what you told us you need most and how the organization is already responding. |
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What Members Said
The 2024 member survey and live conference conversations confirmed what many of us already feel in our day-to-day work: Members want more education and skill development, particularly in areas such as resume writing, AI, and technology integration. Continuing education remains the number-one reason people join and stay.
They also want more support in running their businesses. Nearly three-quarters of NRWA members are self-employed, and many have requested guidance on marketing, pricing, and growing their practices sustainably.
And they want a stronger connection, credibility, and more ways to engage with colleagues, demonstrate expertise, and showcase credentials that clients and employers recognize.
The Response: Operation Future Focused
To meet those needs, Cathy introduced a multiyear initiative, developed in concert with the NRWA board and President-Elect Nancy Grant, called Operation Future Focus, built around three core ideas:
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Reinventing with purpose by streamlining governance for faster, more agile decisions.
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Leading with vision through a new leadership council that meets monthly to move programs forward in real time.
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Staying grounded in legacy by holding fast to the NRWA’s standards of quality, ethics, and excellence.
That evolution means clearer priorities, new leadership structures, and expanded opportunities for members to participate. Committees in membership engagement, professional development, marketing, partnerships, and sponsorships are all working in sync to deliver the training and community you’ve asked for.
More Learning, More Support, More Recognition
Education is at the heart of the NRWA’s mission, and members can expect an even stronger slate of opportunities in the year ahead.
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A midyear virtual resume-writing event in 2026 will offer CEU-earning sessions across multiple specialties, including higher ed and military career services.
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The Sertifier digital credentialing system, brought in by Nancy Grant, now issues official badges for NRWA certifications. More than 200 have already been granted.
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Certifications continue to grow: NCRW under Kathy Keshemberg’s leadership, NCOPE under Tom Powner, and the new Nationally Certified Career Strategy Coach (NCCSC) led by Chelsea Jay, all reflect the NRWA’s commitment to maintaining the highest standards in the field.
The Takeaway
Cathy's message was forward looking and straightforward: the NRWA is evolving right alongside its members.
“We see you. We hear you,” she said. “This organization changed my life, and I want every member to have that same experience and to find their community, grow their business, and rise together.”
Whether you plan to join the next virtual event or meet us under the Texas sun, 2026 promises a new chapter for the NRWA and for every member ready to step into their role as a career CEO. |
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Resume writing award winner Sara Timm (left) with past NRWA president, Brenda Mariah. Celebrating Service and Legacy: 2025 NRWA Award Winners
At this year’s NRWA Conference, members gathered not only to learn, connect, and grow—but also to celebrate two extraordinary individuals whose contributions embody the spirit and heart of the organization. The 2025 Vivian Belen Award for Volunteerism and the Industry Hero Award honored members whose commitment, innovation, and leadership continue to shape the NRWA and the broader career services profession. |
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Vivian Belen Award for Volunteerism: Amy Adler, NCOPE
The Vivian Belen Award is one of the NRWA’s most cherished honors, given each year in memory of one of the association’s original founders. Vivian was a visionary volunteer who helped build the NRWA from the ground up, laying the foundation for a nonprofit, member-driven organization grounded in ethics, mentorship, and collaboration.
This year’s recipient, Amy Adler, exemplifies that legacy through her remarkable behind-the-scenes leadership and technical expertise. Known to many members for her calm competence and generosity, Amy has dedicated countless volunteer hours to strengthening the NRWA’s digital infrastructure and member experience.
Amy’s contributions span maintaining and improving the navigation of our core platforms and building the conference website and app that helped attendees navigate sessions, engage with content, and stay connected throughout this year’s conference. Amy’s work ensures that members have a seamless online experience and that the organization continues to uphold the high professional standards Vivian envisioned.
Beyond her technical skill, Amy has shared her knowledge freely, presenting at multiple NRWA conferences and mentoring peers in digital tools and systems. Her collaboration with the NRWA’s administrative partner, the Celtic team, has also been instrumental in ensuring that operations run smoothly.
Amy is the president of Five Strengths Career Transition Experts, based in Denver, CO, and a NCOPE-certified professional with multiple industry credentials. |
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Industry Hero Award: Marty Weitzman, NCRW
The Industry Hero Award honors those whose innovation, leadership, and service have made a lasting impact on the career-services industry as a whole. Since 2015, it has recognized trailblazers who have elevated the profession through visionary thinking and enduring contributions.
This year’s honoree, Marty Weitzman, is not only an industry leader but also one of the NRWA’s founding figures. As the firstpresident of the organization, then known as the Northeast Resume Writers Association, Marty helped transform a small regional network into a national nonprofit dedicated to professional development and ethical excellence.
Under his leadership from 1996 to 1998, the NRWA launched its first conference in Chicago (1997) and introduced the Nationally Certified Resume Writer (NCRW) credential, which remains the gold standard of resume-writing excellence today.
Marty continues to lead Gilbert Resumes serving senior executives worldwide. His pioneering executive-resume-distribution system has connected thousands of job seekers directly with recruiters and private-equity firms, an innovation many industry professionals still rely on today.
Known for his mentorship and generosity, Marty has guided countless writers and career professionals, setting a standard of professionalism that continues to shape the NRWA’s culture.
In a heartfelt statement shared from afar, Marty reflected on the organization’s beginnings around his kitchen table nearly 30 years ago:
“Our goal was to create an organization that would provide resources, continuing education, and a platform for sharing ideas and legitimacy for our growing profession. I am humbled by this honor and proud of all who have carried the mission forward. The NRWA’s continuing success has been my greatest reward.” |
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Recognizing Excellence in Resume Writing: 2025 ROAR Award Winners
Each year, the ROAR Awards (Recognizing Outstanding Achievement in Resumes) celebrate the very best in resume-writing craft within the NRWA community. Far more than a design competition, the ROARs honor writers who demonstrate technical precision, strategic storytelling, and mastery of the mechanics that define excellence in our field.
At the 2025 NRWA Conference, attendees applauded this year’s winners, Vince Vitale (above with Brenda Mariah), Laura Fontenot, and Sara Timm , each of whom exemplified the high professional and ethical standards at the heart of the Nationally Certified Resume Writer (NCRW) credential.
Upholding the Highest Standards
Administered by a dedicated volunteer team led by Deirdre Rock, the 2025 ROAR Awards drew about 20 entries from NRWA members across the country. Judges Julie Maahs, Cheryl Minnick, Lucy Yeomans, and Alison King joined Deirdre in evaluating submissions through a rigorous scoring process focused on writing strategy, clarity, and adherence to NCRW-level standards.
Each winning entry had to achieve a score of at least 85 points, reflecting mastery in areas such as positioning, language economy, accomplishments, and alignment with client goals.
Laura Fontenot brought nuance, voice, and persuasive positioning to her work, exemplifying the maturity and craftsmanship of an experienced professional.
Vince Vitale, NCRW, NCOPE, demonstrated a sophisticated command of strategy and structure, showcasing clarity, storytelling, and client impact that stood out among new business entrants.
Sara Timm, NCRW, NCOPE, NCCSC, is a long-time NRWA leader and advocate for professional standards. Her work reflected the precision, creativity, and impact that characterize the NCRW designation.
To encourage continued growth, NCRW Certification Commission Chair Kathy Keshemberg extended a special opportunity: participants whose submissions came close to the winning threshold were invited to pursue their certification, with their sample submission fee waived.
It was a powerful reminder of what the ROAR Awards truly represent: not competition, but collective progress, an invitation for all members to raise the bar together.
You can view the winning resumes here. |
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Answer This Month’s Questions Each month, the NRWA collects intel from its members. We provide “Ask the Experts” questions and ask you to provide answers based on your professional experience working in career development. Each year, we take the selected responses and compile an ebook available for anyone to download. Your name could be one of those highlighted as an Expert Contributor. Questions cover every angle of job searching, from resume construction to interviewing, and you will likely find a few that you cannot resist weighing in on. Check out this month’s questions. When you participate, you're doing more than just lending a hand. You're enhancing your professional profile, sharpening your advisory skills, and establishing yourself as a leader in the career development community. The questions you answer help you become a better advisor, boost your reputation, and showcase you as an expert in our field. This exposure can lead to new clients and collaborations, helping you shape your professional journey as you help others shape theirs.
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The NRWA is pleased to introduce our latest Nationally Certified Resume Writer (NCRW), Karl-Erik Leesment. Tell me a little about you. I began writing resumes professionally in 2014, and after several years of growing demand and word-of-mouth referrals, I officially launched KStar Professional Writing Services as a brand in 2018, based in Orange County, CA. I work with professionals at all levels and across all industries, including entry-level, mid-level, executive, federal, academic, and military-to-civilian transitions. Why did you decide to pursue an NCRW certification? I decided to pursue the NCRW certification to further strengthen my credibility, enhance the quality of my work, and distinguish myself within a growing and increasingly competitive industry. While I had already been writing resumes professionally for several years, I recognized the importance of continuing to sharpen my skills and aligning myself with a recognized standard of excellence.
I always want my clients to feel fully confident knowing they are working with someone who not only has real-world experience but who is also committed to ongoing professional development and ethical best practices.
From a business perspective, becoming certified has also made my services more marketable to clients who are specifically looking for vetted writers. It has given me an added edge in building trust, growing my reputation, and attracting clients who value the strategic and personalized approach I provide. What are your recommendations for colleagues who want to pursue the NCRW certification or those who may be hesitant? My biggest piece of advice is simple: just do it. Don't overthink it, don't wait until you feel perfectly ready, and don't let self-doubt slow you down. Taking action is what separates good freelancers from great ones, and pursuing the NCRW is one of the best steps you can take to advance both your craft and your business.
The process is well structured, highly valuable, and designed to help you grow as a professional. Every stage, whether it is the coursework, sample review, or final exam, this certification process provides the right tools, insights, and guidance that will directly improve your writing and, therefore, the value you offer your clients.
Many freelancers spend too much time planning, researching, and waiting for the right moment. But the most successful ones are those who take the leap and move forward. The sooner you begin, the sooner you will experience professional growth, greater credibility, and increased client trust. It is absolutely worth the investment, and you will never regret investing in yourself.
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This month’s grammar tip, by Donna Tucker:
Every writer has that moment: you’re typing away, in the zone, when suddenly, you pause. Is it “flesh out” or “flush out”? Did you mean “compliment” or “complement”? Even the best of us get tripped up by those sneaky word pairs that sound alike but mean something completely different.
Here are a few word pairs that people often mix up, with a quick explanation for each:
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Flesh out vs. Flush out
Flesh out means to add substance or detail (as in “flesh out an idea”), while flush out means to force something out of hiding (like “flush out the culprit”).
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Discreet vs. Discrete
Discreet means careful or unobtrusive, while discrete means separate or distinct.
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Affect vs. Effect
Affect is usually a verb (to influence); effect is usually a noun (the result).
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Principal vs. Principle
Principal is a person (like a school principal) or the most important thing; principle is a fundamental law or belief.
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Compliment vs. Complement
Compliment is a nice thing you say; complement is something that completes or goes well with something.
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Imply vs. Infer
Imply is what the speaker does (suggests); infer is what the listener does (figures out from context).
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Stationary vs. Stationery
Stationary means not moving; stationery is writing materials.
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The NRWA offers live and on-demand webinars, a self-paced Resume Writing 101 course, teleseminars, and more opportunities for learning throughout the year. |
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