Words Matter More Than You'd Think
Here's something that might change how you approach your resume: the specific words you use affect whether anyone ever reads it.
I'm not talking about flowery language or impressive vocabulary. I'm talking about the practical reality that ATS systems scan for certain terms, and hiring managers are trained to look for specific phrases. Use the wrong words, and your qualifications don't register. Use the right ones, and suddenly your experience makes sense.
Strong Verbs Change Everything
The verb you start a bullet point with sets the entire tone. Compare these:
"Responsible for the sales team" vs. "Led the sales team"
"Helped with marketing campaigns" vs. "Launched marketing campaigns"
"Worked on product development" vs. "Drove product development"
See the difference? The strong versions make you sound like someone who actually did things, not someone who was merely present while things happened.
Here are verbs that actually carry weight, organized by what you're trying to convey:
When you want to show leadership: Directed, Led, Oversaw, Spearheaded, Built, Established
When you want to show achievement: Delivered, Exceeded, Surpassed, Captured, Won, Generated
When you want to show problem-solving: Resolved, Transformed, Overhauled, Streamlined, Eliminated, Prevented
When you want to show communication: Negotiated, Presented, Influenced, Advocated, Documented, Clarified
Pick verbs that accurately describe what you actually did. If you led something, say led. If you contributed, find a verb that accurately describes your contribution. Don't exaggerate, but don't undersell either.
The Keyword Game
Beyond verbs, you need the vocabulary of your target job.
Every industry has its language. Tech talks about Agile, APIs, and cloud architecture. Marketing uses SEO, conversion optimization, and brand positioning. Finance discusses financial modeling, risk management, and compliance.
If your resume doesn't include the terms that people in your target field use, it won't connect with them. It won't pass ATS filters, and human readers won't see themselves in your experience.
Finding the Keywords That Matter
The easiest source is right in front of you: job descriptions.
Read through several postings for roles you want. What terms come up repeatedly? What skills do they list over and over? What software, methodologies, or concepts do they mention?
Those are your keywords.
The more advanced approach is researching what successful people in your target role emphasize. Look at LinkedIn profiles of people who have the jobs you want. What language do they use? What do they highlight?
Our tool can automate this - paste in a job description and it identifies the keywords you should include. But even doing it manually gives you valuable insight into how your target industry talks about the work you want to do.
Using Keywords Without Sounding Robotic
Here's where a lot of people go wrong: they stuff keywords everywhere until the resume reads like it was written by a malfunctioning search engine.
"Results-oriented marketing professional with results-driven approach to driving results in marketing..."
Don't do that.
The goal is to incorporate relevant terms naturally. They should flow within the context of describing your actual work. If you have to force a keyword in awkwardly, either rephrase until it fits naturally or leave it out.
One technique: write your bullet points first in your own words, then review them to see where you can swap in stronger verbs or include relevant keywords without changing the meaning.
Spelling It Out
When it comes to acronyms, include both versions. Write "Search Engine Optimization (SEO)" the first time, then you can use "SEO" afterward. This catches both people who search for the spelled-out term and those who search for the acronym.
Same goes for software names and technical terms. If something has multiple common names, try to include more than one.
The Numbers You Need
Keywords get your resume read. Numbers make it memorable.
Wherever possible, quantify your accomplishments:
"Managed sales team" becomes "Managed 14-person sales team generating $4.2M in annual revenue"
"Improved customer satisfaction" becomes "Improved customer satisfaction scores from 72% to 91%"
Numbers make your claims concrete and believable. Without them, readers have to take your word that you did impactful work. With them, the impact speaks for itself.
The Balance You're After
Your resume needs to do two things that can feel contradictory: impress automated systems and impress humans.
The ATS needs keywords to pass you through. The human needs those keywords to sound natural and be backed by real evidence of your abilities.
When you nail both, your resume performs consistently. You get through the initial screening, and then when someone actually reads it, they see a qualified candidate who clearly speaks their professional language. That's the goal.