The main purpose of your CV is to market you. Avoid stale cliche and superlatives, but use other promotional tools to lift your CV above the others.
Endorsements
Don't leave positive testimonials for the references stage. Instead, use them (sparingly) in your CV. Endorsements are effective because they add third-party objectivity. You can take an endorsement from a letter of reference, a performance review, or even a LinkedIn recommendation. Recent grads can include a quote from their university tutors, while those with more experience can quote from managers, clients or colleagues.
To be effective, an endorsement should sound credible, written in everyday English rather than "business speak". Nick Parker in the live Q&A on CV and covering letters says: "The best quotes are ones that sound real, give a flash of specific detail, and get over some personality of the person giving the quote. If the quote itself is just a string of standard cliches, it won't do you any good."
For example: "Sarah runs the office with patience, flair and a ready smile" says more about Sarah's personality (and likeability) than "Sarah is an effective trouble-shooter." Quotes with "I" make an endorsement sound human. For example, "I was really impressed by John's quick grasp of complex problems," gives an insight into John's strengths and reputation.
You can place an endorsement under your summary/profile section, or in the margin to add extra emphasis to the adjacent content, such as your skills, career history, or a standout achievement. You can also place a quote at the top of your CV, next to your name or contact details.
Make it visible by putting it in a lightly shaded text box, or by using a different text colour or font size. Alternatively, add a line above and below it. Include quotation marks and the name of the person endorsing you, or their job title and company name. One to three strategically placed endorsements is probably enough, but it's also effective to create a 'brag column', where you list a number of accolades.
You can even quote yourself. If you have a particular working ethos or philosophy that will strike the right chord, include it. For example, a web designer could write "Clients don't always know what's wrong with their website. But a successful web designer can get to the crux of a problem even if it's not clearly articulated."
Name-dropping
Being a known rather than an unknown candidate will increase your chances of getting an invitation to interview. Referrals and personal recommendations are your way in, so use names to your advantage.
Mention mutual contacts in your covering letter. "John Smith, the accounts manager, suggested I send you my CV." If you are applying speculatively or trying to set up an informational-type interview, refer to professional groups or associations you're members of, people you know who used to work in the organisation, and so on. An online network is as valid as an offline one, particularly if you are both active on the same blogs or forums, and you've established a professional reputation for yourself.
Along with endorsements, you can mention names, organisations or professional groups on your CV. "Recognised by (industry group) as (most successful sales rep) in 2010", or "Voted by lecturers for (academic prize) in 2009".
