You've probably heard the advice from a friend, a career counselor, or maybe you read it online: "Make sure your resume has strong keywords." In a world where resumes are often scanned by computers hunting for certain words phrases, the right keyword has the potential to land your resume at the top a recruiter's pile. But how, exactly, is one to know just which keywords to use? Read on for some tips.
1. Use the job posting to your advantage.
The advertisement for the position you're interested in is an excellent place to find keywords, says Jay Block, an executive career coach in West Palm Beach, Fla., and co-author of "2500 Keywords To Get You Hired" (McGraw-Hill, 2002). If the ad says candidates need to have a bachelor's degree, "bachelor's degree" had better show up somewhere in your resume.
Mr. Block also recommends that job hunters look at ads for similar jobs at other companies. He says that each industry has its own jargon, and becoming familiar with a wide range of ads will help you see which keywords are showing up in ads over and over again.
2. Some keywords are golden.
Although many keywords are industry specific, Mr. Block says, certain phrases are important to almost all companies. They include "communication skills," "problem-solving," "team work," "leadership," "resource optimization," and "image and reputation management." "Business development" might be one of the most important of all, he says. "I've interviewed many, many companies that will tell me, 'Everybody from the floor sweeper to the national sales manager had better be involved in business development in some way,' " says Mr. Block.
He also recommends older job seekers prominently list "computer" or "IT" skills on their resumes if they have these skills, because some employers may make an assumption that older applicants are not as tech savvy as their younger counterparts.
3. Use words that demonstrate your value.
The problem with many resumes is that they read like biographies, says Mr. Block. Companies don't really care about your life story, they want to know if hiring you will be valuable to them, he says. That's where keywords come in.
"Keywords are words that have got to show one can produce results," he says.
Mr. Block recommends that job hunters present key phrases like "driving gross" or "increased efficiency" in a prominent way, so that they stand out when the resume gets past the computer and is viewed by human eyes. He says a prospective employer wants to be able to determine within 10 seconds what value you bring to the table. Leo Gillespie, a hotel operator in West Palm Beach who's consulted with Mr. Block, says he now thinks of the top of the first page of his resume as a billboard, painted with keywords designed to draw attention. "You need to highlight the work skills that qualify you specifically for the job that you're targeting," he says. Mr. Gillespie is applying for a position in which he will compete with hundreds of other applicants, but he's confident the right keywords, backed by 20 years' experience in the hospitality business, will earn his resume the attention it deserves.
