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The Importance of Key Words During Your Career Search

By Audrey Prenzel (Field), CARW, CEIC, B.A., B.Ed.

Did you know that when you submit your résumé to many companies that a human may not even read it? Larger employers use computerized scanning systems to read, process and track résumés by searching for Key Words.  

Key Words are phrases that are specific to each job.  Do not make the mistake of thinking that they are the power verbs like “managed”, “facilitated” and “organized”. Key Words are nouns that clearly communicate a job function, responsibility or accomplishment.  

In essence, this is how it works: scanners use optical character recognition (OCR) technology to “read” résumé text.  Next, the text is transferred to an applicant tracking system / database (using Key Words) to find applicants who have the desired qualifications. Those who have the right combination of Key Words are considered top candidates. The level of sophistication of this software varies from firm to firm.

Each job, regardless of the level or field, does have its own Key Words. They are constantly changing and evolving, reflective of industry transformations and advancements. Consider these examples to help you identify some of these vital terms in your own work environment:

• “Competitive New Product Launch” - Marketing and Sales
• “Facilities Expansion & Capital Improvement” - Manufacturing and Production
• “Budget Development & Administration” - Accounting and Finance
• “Logistics Management” - Transportation Industry
• “Inter-Agency Relations” - Social Services
• “Tactical Assessment & Planning”- Military
• “Platform Architecture” - Information Technology
• “Discharge Planning & Follow-Up” - Nursing
• “Fault Isolation & Analysis” - Engineering
• “Remediation & Modification“ – Education

Avoid the temptation to segment these phrases into one section on the résumé by simply listing them. Scanners with identify Key Words in a document, regardless of the location. Assuming that a human will eventually read the résumé (it still happens) it is a good strategy to place the most important ones near the top. We all know that a résumé has just 10-20 seconds to capture the attention of a busy hiring manager. Further, some HR managers do not fully open the document if it has been cut and paste into an e-mail message. They only read what is visible in the preview pane.  This is due, in part, to time limitations and the concern of accepting potential viruses into the corporate network.

Key Words should be included in all of your career campaign material. Your cover letters, whether they are for a posted position, a networking version or for “cold call” purposes, benefit from the inclusion of these important phrases. When you send your post-interview thank you letter (yes, this should be done) highlight your core competencies once more with those Key Words that present the most impact.  

Take this essential step to examine your own career direction. Familiarize yourself with industry-specific Key Words to ensure scanning technology reads your documents once submitted to potential employers. Secure the competitive edge by optimizing the impact of your résumé. Select the most powerful Key Words for your industry. This will reinforce your qualifications, capabilities, skills and values to the hiring organization. We all know the idea is to get noticed, not passed over. Nobody wants to miss a crucial new employment opportunity.  

Audrey Prenzel (Field) CARW, CEIC, B.A., B.Ed.