Why CV keywords matter
Most employers use an applicant tracking system (ATS) to sort applications. Recruiters search it for the skills and tools a role needs, and the system ranks CVs by how closely they match the job description. If your CV says “managed social channels” but the job asks for “social media marketing”, you may not show up, even if you’re a strong fit.
Keywords matter after the ATS too. A recruiter spends seconds on a first read, looking for the same skills listed in the job advert. Using the employer’s own words makes it easy for them to tick the boxes.
How the match rate works
The scanner picks out every skill, tool and qualification the job description mentions, then checks whether your CV mentions each one. Hard skills, tools and qualifications count twice as much as soft skills, and anything the job mentions more than once counts extra. Your match rate is the share of that total your CV covers. Benefits and company sections are ignored, so perks aren’t mistaken for requirements.
It also flags the years of experience and degree the job asks for, whether your CV uses the job title, and other phrases the employer repeats often.
How to add keywords to your CV
- 1
Mirror the exact wording. If the job says “stakeholder management”, use that phrase rather than only “working with stakeholders”.
- 2
Write abbreviations both ways. Use the full term and the short form once each, such as “search engine optimisation (SEO)”, so either search finds you.
- 3
Put keywords where they count. Your skills section is the first place an ATS looks; bullet points show recruiters you have used the skill.
- 4
Prioritise repeated words. Skills mentioned several times in a posting usually matter most to the employer.
- 5
Use the job title. If it honestly describes you, put the advertised job title in your headline or summary.
- 6
Tailor for every application. Each job uses different words. A few minutes of tailoring per application makes a real difference.