ATS Keywords: How to Find and Use Them in Your CV

What Are ATS Keywords and Why Do They Matter?

Applicant Tracking Systems (ATS) scan CVs for specific keywords before a human ever sees them. Understanding how to use keywords effectively can dramatically improve your response rate.

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Types of ATS Keywords

Hard Skills Keywords

Specific technical abilities and competencies:

• Software and tools (Excel, Salesforce, Python)
• Technical skills (Financial Modelling, SEO, Data Analysis)
• Certifications (CPA, PMP, CISSP)
• Methodologies (Agile, Six Sigma, PRINCE2)

Soft Skills Keywords

Interpersonal and transferable skills:

• Leadership
• Communication
• Problem-solving
• Collaboration
• Strategic thinking

Industry Keywords

Sector-specific terminology:

• B2B, B2C, SaaS (Technology)
• Compliance, Risk Management (Finance)
• Patient Care, Clinical (Healthcare)

Job Title Keywords

Role-specific terms:

• Project Manager
• Account Executive
• Software Engineer
• Marketing Manager

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How to Find the Right Keywords

Step 1: Analyse the Job Description

The job posting is your primary keyword source.

Look for:

• Skills mentioned multiple times
• Required qualifications
• Desired experience
• Tools and technologies mentioned
• Action verbs used

Example analysis:

"We're looking for a Digital Marketing Manager with experience in SEO, PPC, and marketing automation. The ideal candidate will have HubSpot certification and 5+ years experience managing campaigns across multiple channels. Strong analytical skills and experience with Google Analytics required."

Keywords identified:

• Digital Marketing Manager
• SEO
• PPC
• Marketing automation
• HubSpot
• Campaign management
• Multi-channel
• Analytical skills
• Google Analytics

Step 2: Research Similar Job Postings

Look at 5-10 similar roles to identify common requirements. Keywords appearing repeatedly are likely important to ATS systems.

Step 3: Check Industry Resources

• Professional body requirements
• Industry certification keywords
• Current trending terminology

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How to Use Keywords Effectively

DO: Mirror the Job Description

Use the exact phrases from the job posting when they genuinely apply to you.

Job says: "project management experience" CV says: "5 years project management experience"

DO: Use Keywords Throughout

Spread keywords naturally across:

• Personal statement
• Skills section
• Work experience bullet points
• Education/certifications

DO: Include Acronyms AND Full Terms

Some ATS systems search for one or the other:

• "Search Engine Optimisation (SEO)"
• "Customer Relationship Management (CRM)"
• "Key Performance Indicators (KPIs)"

DON'T: Keyword Stuff

Repeating keywords unnaturally will be caught by modern ATS systems and looks terrible to human reviewers.

Bad: "Managed project management projects using project management methodologies"

Good: "Led cross-functional projects using Agile methodology, delivering £2M programme on time and under budget"

DON'T: Lie About Keywords

Including keywords for skills you don't have will backfire in interviews.

DON'T: Hide Keywords

Old tricks like white text won't work with modern systems and appear dishonest.

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Keyword Placement Strategy

Personal Statement (High Priority)

Include your top 3-5 keywords naturally:

"Results-driven Digital Marketing Manager with 6 years experience driving growth through SEO, PPC, and marketing automation. Certified in HubSpot and Google Analytics with proven track record of delivering multi-channel campaigns that exceed targets."

Skills Section (Medium Priority)

List hard skills as keywords:

Technical Skills: SEO, PPC, Google Analytics, HubSpot, Marketo, A/B Testing, HTML/CSS

Work Experience (High Priority)

Weave keywords into achievement statements:

"Led SEO strategy that increased organic traffic by 150% YoY" "Managed £500k PPC budget across Google and Meta platforms"

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Testing Your CV

Manual Check

Print job description and your CV side by side

Highlight key requirements in job description

Check each requirement appears in your CV

Note gaps and address if genuine

ATS Simulation Tools

Several tools can scan your CV against job descriptions:

• Jobscan
• Resume Worded
• SkillSyncer

Use these as guidance, not gospel - no tool perfectly replicates all ATS systems.

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Common Keyword Mistakes

Using outdated terminology - "Word processor" vs "Microsoft Word"

Being too generic - "Computer skills" vs specific tools

Missing obvious keywords - Not including the exact job title

Inconsistent formatting - "5 years" vs "five years"

Ignoring soft skills - ATS often searches for these too

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Final Checklist

• [ ] Job title from posting appears in CV
• [ ] Top 5 required skills are included
• [ ] Technical tools are named specifically
• [ ] Both acronyms and full terms are used
• [ ] Keywords appear in context with achievements
• [ ] CV reads naturally despite keyword inclusion
• [ ] No keyword stuffing or hidden text

[ ] Skills are honest and verifiable