You should research the company and use some of their keywords in your objective section if you can. This will make your application stand-out more from the crowd and make the reader actually read your resume.
Here's an example of how a quick trip to a potential employer's website improved the power of their objective paragraph and increased the chances of the applicant getting the job.
Here's part of a letter a client of mine sent in for critique:
The concept of developing and delivering a Learning Management System to employees over the Internet represents a true competitive advantage for companies who want to maximize and build the potential of their workforce.
As Senior Director of I/S I would involve my staff in planning sessions to align the departments objectives with the strategic initiatives of Pathlore. They would be empowered to research and leverage new technology solutions to promote efficiency and reduce costs.
By this stage, I was already skipping ahead to see how it ended - not a good sign.
So I went to the website of the company they had applied to and they had a Flash demo up there to help sell their services that implored:
"Where do you start when learning never stops?... Right Here."
They obviously loved the concept of "learning that never stops" as it was also listed on other pages of their site. "Bingo!" I thought. I immediately advised the client to use the phrase in their application as a headline or objective statement.
"Where do you start when learning never stops?...
Right here with Max Starner."
Now, I didn't make this stuff up!! It came straight from THEIR website and it's THEIR sales pitch to get clients to use their services. Simply use it back at them to show that you have done some research and you understand their business.
Because you're now speaking their language, you'll have the decisive advantage.
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