You just wrapped up an amazing discovery call with an executive résumé writer. They asked all the right questions, spotted key gaps in your career story, and really seemed to understand your industry. You left the call feeling confident that they could craft a résumé that truly reflects your leadership. Then… you open the proposal. Jaw drops. “They want what for that?” your brain screams.

Before you push delete on the proposal, pause and really consider what you’re really paying for in a custom resume (spoiler: it’s more than just the paper).

The Stakes Are Higher for Executives

Today’s senior executives face an increasingly competitive and ever-changing job market—where opportunities are scarce, expectations are higher, and the stakes feel bigger than ever. According to the Bureau of Labor Statistics, an average of just 331,000 executive-level openings are projected each year. Executive recruiters often report that a single posted role can attract hundreds of applications overnight—and that’s only for the positions that are publicly listed!

As an executive vying for top-level positions in today’s market, you can’t rely on recruiters or hiring teams to piece together your value or understand the full scope of your achievements. With hundreds of applicants for every opening, the reality is that your impact, expertise, and unique leadership story must be communicated clearly and strategically—because no one else will make the case for you.

What Goes Into a Custom Executive Résumé

“You can just whip this out and work your word magic… right?” – a phrase we’ve heard more than once.

Most people underestimate just how much time and thought go into crafting a truly effective executive resume. A standout resume doesn’t start with formatting or bullet points—it begins with helping the client clarify their career focus and identify the most strategic opportunities. Many basic resume writers skip this critical step, either out of convenience or because they don’t fully grasp how essential it is to align your personal brand with the roles that will maximize your impact. Without this foundation, even the most polished resume can fall flat.

At Briefcase Coach, we prioritize thorough keyword research after receiving example job descriptions from our clients. This strategic approach enables our writing team to identify and incorporate the most pertinent terms and themes into the marketing collateral we create. Applicant Tracking Systems (ATS) play a pivotal role in the initial stages of the hiring process. These systems scan resumes to identify keywords that match the job description, ranking candidates accordingly. Research indicates that many ATS platforms utilize machine learning algorithms to assess how well a resume aligns with the job requirements, considering factors like keyword relevance and placement. (source: Jobscan)

Our next step is a 90- to 120-minute strategy or intake interview. To our knowledge, no other resume writing firm offers a full two-hour session to every client. This step is important. Our calls are not done by call centers or junior writers in training. Former HR talent leaders or branding experts conduct our intake interviews. They have the industry knowledge and experience to ask great questions.

Throughout our decade in business, we’ve found that many of our clients are deeply focused, hard-working professionals. They’ve achieved a great deal, yet often don’t fully recognize the impact of their work—or how they stack up against other similar candidates. That’s where a great call can help pull out the best story.

After the strategy call, our career strategist starts working with our senior writing team to craft first drafts of our clients’ documents. Writing work is thought work. We are not creating quick, vanilla ChatGPT resumes. Bespoke brand work can take 12-15 hours per client.

Expertise You’re Hiring

I recently had a sales call with the CEO of a ~$50M food production company. The call went great—I was confident we were about to start working together. A week later, he emails me: he’s chosen another writer. His reason? Price.

In a follow-up, he shared the name of the lucky winner—someone brand new to resume writing, never been a recruiter, never worked with C-suite clients… and, in a past life, taught creative writing to actors. I had to laugh—apparently, you can’t put a price on improv skills. I’m not dissing this writer, but they don’t know what they don’t know. When you hire a C-suite branding expert, you want to make sure you’re not the first person they’ve ever worked with at your level. You want someone who has experience, referrals from top search firms like Korn Ferry or Russell Reynolds, and established relationships with executive consultants who understand the market.

As the owner of Briefcase Coach, my greatest investment is in my human capital. I’ve worked hard to recruit and train a group of exceptionally talented experts who work one-on-one with our clients. Many of our writers hold advanced degrees—law degrees, PhDs, or Master’s in Writing—bringing a level of expertise and insight that sets our service apart.

If you’re comparing Briefcase Coach to other services, take a moment to visit the “About Us” section of the other provider’s website. If you’re hiring a team, make sure they disclose the bios of the professionals you could be working with. If team bios aren’t readily available, check the company’s LinkedIn page. For example (see image below), a visit to the TopResume company page reveals that many of their writers are not based in North America.

A resume is more than just a list of jobs—it’s a direct reflection of your experience, expertise, and personal brand. Entrusting this critical marketing tool to someone without the right experience or insight is risky. Your resume is often the first—and sometimes only—impression a hiring manager or executive recruiter will have of you.

Great Talent Comes at a Cost

This feels like a no-brainer, but it’s something I have to regularly explain to people. When you’re working with a former SVP of Talent or a seasoned writer with deep industry experience, you’re partnering with professionals whose time and expertise are valuable—and should be compensated accordingly. Top-tier resume writers charge rates that reflect their skill and experience, often on par with other high-level professionals such as accountants, consultants, or lawyers. Investing in this expertise isn’t just about a polished document—it’s about leveraging guidance from someone who truly understands how to position you, differentiate you from the competition, and help you secure the opportunities you deserve.

If another resume writing firm is charging a third of the price, it usually means one of two things: either their writers are being paid far less per hour—limiting the caliber of talent they can attract—or the time each writer can spend on your resume is strictly capped. In either case, the result is a less personalized, less strategic document that may not fully showcase your experience or differentiate you in a competitive market.

Pay Now… or Pay More Later

You pay more to get the job done well the first time.

Unfortunately, many job seekers make the costly mistake of investing in lower-quality resume services at the very start of their job search. What seems like a money-saving shortcut often ends up costing far more than they realize. Not only do they frequently end up hiring a second—or sometimes even a third—resume writing firm, but they also lose valuable time in the job market. Each month spent with a less-effective resume can translate into lost opportunities, delayed offers, and significant income that could have been earned had they invested in high-quality, strategic career marketing from the beginning.

You’re Buying More Than Words

Partnering with a top-tier resume writing firm often delivers far more value than just polished words on a page. At Briefcase Coach, we regularly hear from clients that the experience of working with our team provides a tangible boost in confidence. Many share that our two-hour intake process not only helps clarify their career story but also teaches them the importance of leading with results when presenting their experience. Beyond the resume itself, this process equips clients with a deeper understanding of how to communicate their value, giving them a competitive edge in every interaction with recruiters and hiring managers.

Clients—like the one who shared the review below on Google—often tell us that working with our career strategists has fundamentally changed the way they position themselves in the job market. The insights they gain go beyond a polished resume; they leave with a clearer understanding of how to communicate their unique value, highlight key achievements, and strategically differentiate themselves from other candidates.

Everyone Who Applies Thinks They Are Qualified

Consider this: almost everyone who applies for a position believes they’re qualified. Many even assume they’re a “no-brainer” choice for the role. Yet, hundreds of applicants are competing for the same opportunity. Hundreds of resumes. Hundreds of people claiming to be the perfect fit.

And here’s the stark reality: only a select few will ever be invited to interview. Your resume won’t get you the job—but it can open the door to the conversation that leads to it. The question is: does the resume you’re using tell the absolute best possible story of your experience, your impact, and your leadership? Or is it getting lost in the crowd?