CV Keywords & ATS: Pass Applicant Tracking Systems
How ATS works and which keywords to add to your CV. UK guide to passing ATS screening and reaching recruiters. Free from Simple CV Builder.
How ATS works and which keywords to add to your CV. UK guide to passing ATS screening and reaching recruiters. Free from Simple CV Builder.
An Applicant Tracking System, or ATS, is software used by employers to manage and filter job applications. When you submit your CV online, it often goes through an ATS before a human recruiter ever sees it.
ATS software helps employers handle the high volume of applications they receive. For popular positions, companies might receive hundreds or even thousands of CVs. Manually reviewing each one would be impossible, so ATS systems automate the initial screening process.
The ATS scans your CV for specific information: your skills, work experience, education, and other relevant details. It then ranks your application based on how well your CV matches the job requirements. Only the highest-ranking CVs typically make it through to human review.
Understanding how ATS works is crucial because research shows that up to 75% of CVs are rejected by ATS before a human ever sees them. If your CV isn't optimised for ATS, you might be missing out on opportunities even if you're perfectly qualified for the role.
When you submit your CV through an online application system, the ATS performs several key functions:
The ATS reads your CV and extracts information into structured fields. It identifies your name, contact details, work history, education, skills, and other relevant data. This is why using standard section headings (like "Work Experience" or "Education") is important – the ATS needs to recognise where to find information.
The ATS compares keywords in your CV against keywords in the job description. It looks for matches in skills, qualifications, job titles, and responsibilities. The more relevant keywords you include, the higher your CV scores.
This is where strategic keyword usage becomes critical. The ATS doesn't understand context or nuance – it simply counts matches. If the job description mentions "project management" and "budget management" but your CV uses different terminology, you might score lower even if you have relevant experience.
Based on keyword matches and other factors, the ATS ranks your CV against other applicants. Recruiters typically review only the top-ranked CVs, often just the top 10-20% of applications.
Some ATS systems also use filters to automatically reject CVs that don't meet minimum requirements, such as specific qualifications, years of experience, or required skills.
Keywords are specific words or phrases that appear in job descriptions and that recruiters use to identify qualified candidates. They represent the skills, qualifications, tools, technologies, and experience that employers are looking for.
Keywords matter because they're the primary way ATS systems determine if your CV is relevant to a position. When an ATS scans your CV, it's essentially asking: "Does this person have the skills and experience mentioned in the job description?"
Using the right keywords helps your CV:
The best source for keywords is the job description itself. Employers tell you exactly what they're looking for – you just need to listen carefully and incorporate their language into your CV.
Read the job description carefully and identify:
Pay attention to words that appear multiple times – these are likely high-priority keywords. Also note any specific phrases or terminology that's unique to the industry or role.
Look at other job postings for similar positions to identify common keywords across the industry. This helps you understand standard terminology and ensures you're using language that recruiters expect.
Professional associations, industry publications, and job boards often publish lists of common keywords for specific fields. These can be valuable resources for understanding what terms are important in your industry.
Once you've identified relevant keywords, the next step is incorporating them naturally throughout your CV. Remember: the goal is to use keywords in a way that feels authentic and demonstrates your actual experience.
Include 3-5 relevant keywords in your professional summary. This section appears at the top of your CV and is often heavily weighted by ATS systems. Use keywords that represent your core competencies and align with your target roles.
Naturally incorporate keywords into your bullet points. Describe your achievements using the same terminology found in job descriptions. This shows both ATS systems and human recruiters that your experience aligns with their needs.
Create a dedicated skills section that includes both technical and soft skills. Use exact terminology from job descriptions where possible. Group skills by category (Technical Skills, Software, Certifications) for better ATS parsing.
If your official job title doesn't match common industry terminology, consider adding a parenthetical clarification. For example: "Business Analyst (Data Analyst)" or "Software Developer (Full Stack Developer)". This helps ATS systems recognise your role even if your company uses non-standard titles.
Include relevant qualifications using standard terminology. If you have certifications, use their full official names as they appear on certificates, as ATS systems often search for exact certification names.
Ready to optimise your CV for ATS? Build or refresh your CV with our free, ATS-friendly tool.
While keywords are important, there are several mistakes that can actually hurt your chances:
Repeating keywords excessively or unnaturally throughout your CV is called "keyword stuffing." This makes your CV read poorly and can actually trigger ATS filters designed to catch spam. Use keywords naturally and in context.
Including keywords that don't match your actual experience is misleading and can backfire during interviews. Only include keywords that accurately represent your skills and experience.
Job descriptions might use different terms for the same concept. For example, one might say "customer service" while another says "client relations." Include both terms if they're relevant to show you understand the full scope of the role.
Some ATS systems struggle with complex formatting, tables, graphics, or unusual fonts. Stick to standard formatting and simple layouts to ensure the ATS can properly parse your keywords.
Beyond keywords, your CV's format also affects how well ATS systems can read and parse it. Follow these formatting guidelines:
While it's tempting to create one CV and send it to multiple employers, tailoring your CV for each specific role significantly improves your chances of passing ATS screening.
Each job description is unique, and the keywords that matter for one role might be less important for another. By customising your CV for each application, you ensure that:
The good news is that tailoring doesn't require a complete rewrite. Focus on:
While you can't always know exactly how an ATS will score your CV, there are several indicators that suggest your CV is well-optimised:
Remember: ATS optimisation is just the first step. Your CV still needs to impress human recruiters once it passes the initial screening. Focus on creating content that works for both ATS systems and human readers.
Understanding ATS and keyword optimisation is essential for modern job searching. Here's what to remember:
By following these guidelines, you'll significantly improve your chances of passing ATS screening and reaching the interview stage. Remember, the goal isn't to trick the system – it's to help the ATS understand how well your qualifications match the role.
More CV and job search advice.
Last updated: 2 March 2026.
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