Your CV may be reviewed by a recruiter, but it may also be scanned by an Applicant Tracking System (ATS) before a human ever sees it.
Many employers use recruitment software to help organize and screen applications. These systems can look for skills, qualifications, job titles and other terms that are relevant to the position.
That’s why the words you use in your CV matter.
Start With the Job Advertisement
Carefully read the vacancy and identify the important skills and qualifications the employer mentions.
For example, a digital marketing job might ask for:
Digital Marketing • Social Media Management • SEO • Google Ads • Content Creation • Google Analytics
If you genuinely have these skills, make sure they appear naturally in your CV.
For example:
Digital Marketing Specialist with experience in SEO, social media management, Google Ads and content creation.
This is much more useful than simply writing:
“I am good at marketing and computers.”
The first version clearly communicates specific skills that relate to the position.
Use Keywords Naturally
Adding keywords does not mean filling your CV with repeated words.
Avoid writing:
SEO, SEO, SEO, Google Ads, Google Ads, Social Media, Social Media…
Instead, incorporate relevant terms naturally throughout your:
- Professional summary
- Skills section
- Work experience
- Projects
- Certifications
- Achievements
For example:
Professional Summary
Digital marketing professional experienced in SEO, Google Ads, social media management and content marketing, with a focus on increasing online visibility and customer engagement.
Skills
- Search Engine Optimization (SEO)
- Google Ads
- Social Media Management
- Content Marketing
- Google Analytics
- WordPress
Don’t Add Skills You Don’t Have
Keywords can help your CV match a job description, but they should always be truthful.
If an employer asks for Python and you have never used Python, don’t add it simply because you think it will improve your chances.
Instead, focus on the skills you genuinely possess and, where appropriate, highlight related or transferable skills.
Use the Exact Term When Appropriate
Sometimes you may know a skill but describe it differently from the employer.
For example, an employer might ask for:
“Customer Relationship Management (CRM)”
If you have experience using CRM systems, consider including the term CRM in your CV rather than only saying:
“Managed customer information.”
Similarly, if a vacancy specifically asks for Search Engine Optimization (SEO) and you have that experience, include both the full term and abbreviation where appropriate.
This makes your experience clearer to both recruiters and automated screening systems.
Match the Job — Don’t Copy It
The goal is not to copy the entire job advertisement into your CV.
Instead:
Read → Identify → Match → Demonstrate
Find the important requirements, identify which ones you genuinely have, and then demonstrate them through your actual experience and achievements.
For example:
Job requirement:
“Experience managing social media campaigns.”
Weak CV statement:
“I know social media.”
Stronger CV statement:
“Managed Facebook, Instagram and TikTok campaigns, creating content calendars and tracking engagement to improve audience growth.”
The second example uses relevant terminology while also providing evidence of actual experience.
Your CV Should Speak the Employer’s Language
Think of your CV as a bridge between what the employer needs and what you can offer.
If the employer is looking for:
SEO + Google Ads + Social Media Management
and you genuinely have those skills, your CV should make that connection immediately visible.
The objective isn’t to trick a recruitment system.
The objective is to make it easy for the right employer to recognize that you are a relevant candidate.
Final Tip
Before submitting your CV, compare it one more time with the job advertisement.
Ask yourself:
“If the employer is specifically looking for these skills, can they easily find them in my CV?”
If the answer is yes, your application is much more likely to clearly communicate your suitability for the position.
Use the right keywords, but always back them up with real skills, experience and achievements.