If you’ve been applying for jobs online and not getting shortlisted, there’s a good chance this has crossed your mind:
“Is my application even being seen?”
And in many cases, that’s a valid question.
Because before a human ever reads your application, it may first be reviewed by software.
This is where keywords become critical.
If your application doesn’t include the right words and phrases, it might not make it through the initial screening – no matter how qualified you are.
But once you understand how keywords work, you can dramatically improve your chances of getting through.
What Is an ATS (Applicant Tracking System)?
An Applicant Tracking System (ATS) is software used by employers to manage and filter job applications.
When you submit an application online, the system may:
- Scan your responses
- Extract key information
- Match your application against the job requirements
This process helps employers handle large numbers of applications efficiently.
Why Keywords Matter So Much
The ATS doesn’t “understand” your experience in the way a person does.
Instead, it looks for matches between your application and the job description.
These matches are based on keywords.
Keywords are the specific words and phrases used in the job advert.
For example:
- “Teamwork”
- “Project management”
- “Customer service”
- “Data analysis”
If your application includes these terms:
You’re more likely to match.
If it doesn’t:
You may be filtered out.
What Happens Behind the Scenes
Let’s simplify what happens when you apply:
- Your application is submitted
- The system extracts your information
- It scans for keywords
- It assigns a match score
- It ranks your application
Only the highest-scoring applications may move forward.
Which means:
Even strong candidates can be filtered out if they don’t use the right language.
Where to Find the Right Keywords
The good news is, you don’t need to guess.
The keywords you need are already in the job advert.
Look in These Key Areas:
- Job description
- Person specification
- Required skills
- Responsibilities
These sections tell you exactly what the employer is looking for.
What to Look For
Focus on:
- Skills (e.g. communication, leadership)
- Qualifications (e.g. degree, certification)
- Experience (e.g. working with clients, managing teams)
- Tools or systems (if relevant)
A Simple Keyword Strategy That Works
Here’s a practical approach you can use for every application.
Step 1: Highlight the Keywords
Go through the job description and:
- Highlight repeated words
- Identify key requirements
- Note specific phrases
Step 2: Match Them to Your Experience
Ask yourself: “Where have I demonstrated this?”
Then write your answer using the same wording.
Step 3: Use Them Naturally
This is important.
Don’t just list keywords.
Instead – integrate them into your answers.
Example:
Instead of:
“I worked in a team”
Write:
“In my previous role, I worked as part of a team to deliver projects and ensure high-quality outcomes.”
Now you’re using the keyword “team” but in a meaningful way.
Why Copying the Language Works
This might feel repetitive – but it’s effective.
Using the employer’s language:
- Improves keyword matching
- Aligns your application with the role
- Makes your experience easier to recognise
This can significantly increase your chances of getting shortlisted.
Common Keyword Mistakes to Avoid
Let’s look at what doesn’t work.
1. Using Different Words
If the job advert says: “Customer service”
and you write: “Helping people”
The system may not recognise it.
2. Keyword Stuffing
Adding lots of keywords without context:
- Looks unnatural
- Doesn’t provide evidence
- Can be flagged
3. Being Too Generic
Using vague phrases like:
“Hardworking”
“Motivated”
These don’t carry much weight unless supported by evidence.
Keywords + Evidence = Strong Application
Keywords alone are not enough.
You also need evidence.
For example: “I have strong communication skills” is less effective than:
“In my previous role, I used strong communication skills to manage client relationships and resolve issues efficiently.”
Now you have:
- The keyword
- The context
- The evidence
Structuring Your Application for Maximum Impact
To make the most of keywords:
- Use headings based on the person specification
- Include keywords in each section
- Provide clear examples
This helps both:
- ATS systems
- Human reviewers
Final Thoughts
If you’ve been applying for jobs and not hearing back, it may not be about your experience.
It may be about how your experience is being interpreted.
And keywords play a big role in that.
If you take one thing away from this article, let it be this:
Don’t just describe your experience – translate it into the employer’s language.
Want Help Improving Your Applications?
If you’d like support improving your job applications:
- Join one of our free Career Webinars
- Download the Career Change Toolkit
- Or talk to a Career Coach
Because getting shortlisted isn’t about guessing – it’s about understanding how your application is read.