Writing an effective CV is at the heart of any successful job-hunting campaign. It's your personal marketing and communications tool, and its aim is to grab the attention of a prospective employer so that you get invited to interview for the position. Before you start your search for the perfect job, it is imperative that you get the presentation of your credentials and suitability in its best possible format. Your CV should include a clear and concise career objective, executive summary, or a statement of your personal brand. This should be followed by a summary of key strengths and skills – your USPs (unique selling points). Your CV should be written in reverse chronological style, which means starting with your most recent position at the top, and finish with your first job. You also need to include education and qualifications, and other information such as professional memberships, awards and honours, licences and certificates, voluntary work, and (sometimes) referees and personal interests (if they are relevant to the role you seek). It also needs to be easy to read on- and off-line, be capable of making it through electronic screening processes, and give strong and clear examples of your achievements so potential employers can see the value that you add to your role.