• by Beverly Weinstein , December 1, 2009

If you're a qualified candidate, but frustrated by a lack of interviews, the root of the problem may come down to word choice in your application or resume.  I asked the Cable and Telecommunications Human Resources Association (CTHRA), which represents more than 1,600 HR professionals, for some insight and advice.

Bev: Why do so many companies require candidates to apply online instead of submitting resumes via e-mail, fax or snail mail?

CTHRA: Online recruiting has dramatically streamlined the hiring process. When you upload an application or resume, it's automatically entered into a sophisticated, centralized database called an Applicant Tracking System (ATS). The ATS is the initial step in the consideration process. It narrows down the number of resumes by identifying those who meet the basic requirements for the position, based on skills, training, degrees, job titles and experience. Once the qualified candidates are identified by the ATS, a person or a team reviews the qualified applications the old-fashioned way. More and more companies are using an ATS because it improves efficiency, ensures compliance and provides a fair process for all candidates who indicate an interest in a specific position.

Bev: We've heard many applicants wish for the return of an initial review conducted by a human set of eyes. Why are they frustrated by the online process?

CTHRA: It all comes down to understanding how the technology works. Key words play a critical role in the ATS review process. If your resume does not include the key words that match the skills and expertise specified for the job, the ATS does not recognize you as a qualified candidate.  However, if your resume does include the key words being sought, the ATS will retrieve your resume as a match and will place your resume in front of a recruiter or hiring manager for consideration.

Bev: There are certain words that appear in resume writing books and on career Web sites and blogs as being key words to make certain accomplishments pop out. As HR professionals, you must read countless resumes. So is there truth to the power of these words?

CTHRA:  Given the economy, employers typically receive an abundance of applications for each posted position. As a result, they simply don't have the time to read every line of every resume to separate the qualified candidates from those lacking the basic job requirements. Instead, they scan the resumes in search of key words.

Bev: What are some of the top key words and why? 

CTHRA:  There is not a cookie-cutter answer to this question as the most appropriate key words vary by industry and by position.  However, a candidate can carefully review the job description to identify the key words the company has used to describe the job requirements. If the candidate truly embodies those characteristics, she should incorporate those same words or similar phrases into her resume.   

Bev: Are there any keywords that are so overused and unoriginal you recommend avoiding them?

CTHRA:  It's true that some words are simply too broad to be useful. Think of it in terms of a Google search. The phrase "IT jobs" yields 252 million results. If you instead search "social media architect" your results are more targeted. The same principle applies to resume keyword usage. The best advice is to combine the core word with applicable key words to be as specific as possible. For example, the phrase "online technical producer" is much more meaningful than simply "producer."

Bev: Does it matter where the key words are placed in the resume?

CTHRA: When it comes to an ATS review, the answer is no. The software will scan the resume in its entirety. However, it's important to keep in mind that the ATS is only the initial step in the process some of the time. The goal is to get your resume in front of a human set of eyeballs, either through a referral, networking or making the initial cut through the ATS. Once your resume is in the hands of a person, you have about 15 seconds to convince the reader of your qualifications. To accomplish this goal, structure your resume in a manner that makes it easy to read, feature the most important key words at the top of your resume, use bold type to make them pop off the page and quantify your achievements in terms of dollars saved, revenue generated, increases in productivity, etc.

Bev: HR recruiters are now looking at Linked In profiles. How important are key words in those profiles?

CTHRA: Some employers use social media sites to identify potential candidates, others use them to screen applicants and some do both. When culling potential candidates, the recruiter searches the site's profiles by inputting key words into its search engine. Only profiles containing those words will be included in the results.

Bev: What weight do key words have in regard to leveraging a cover letter?

CTHRA:  Given most companies' use of online applications and an ATS system, cover letters are not as prevalent as they once were. However, if a candidate is in a position to correspond directly to the hiring manager or the company's online application allows the uploading of a cover, it's ideal to use key words on a cover letter to entice the reader to review your resume.  Candidates need to remember it is a letter, and should read like one. Avoid bulleted list of words and a blanket repetition of the phrases used in the resume. The best cover letters feature well-crafted sentences that strongly position the candidate.

Bev: What else is important?

CHTRA: Key words are not the end all. Your qualifications, the structure of a good resume, doing well on a phone screen, and ultimately doing your homework are what matter most.

About the Cable and Telecommunications Human Resources Association (CTHRA)

CTHRA is the premier human capital resource for the industry and a growing nonprofit organization with 1,600 members spanning more than 100 companies.  CTHRA provides industry-specific benchmarks, information and resources, as well as networking and educational opportunities. Its groundbreaking initiatives include annual compensation and human capital metrics surveys and its symposium series.  For more information, visit www.cthra.com