Are You Drunk on Keyword Kool-Aid?

Photo credit: plasticrevolver / CC BY-SA 2.0

There is so much junk out there regarding the use of keywords in resumes; it’s actually quite depressing. I’ve read entire articles that are full of nothing but absolutely false, completely worthless misinformation. While I know enough to blacklist a website that publishes such drivel from my personal list of favorites, Google isn’t so clever. The poor souls who innocently Google “resume keywords” rarely know that what they’re being given is often a sugary, nutrient-deficient substitute for the real thing. Just like Kool-Aid isn’t real juice, these articles aren’t real information.

Don’t drink the Kool-Aid. Instead, nourish yourself with the truth. To help uncover the reality behind resume keywords, I contacted sales representatives for a few of the most popular recruiter software programs. I asked them to weigh in on some of these widely circulated ideas about keywords. Below, I’ll address the three most common myths being spread around the Web and the truth about each.

Myth 1: Keywords Should Be Frontloaded

Many resources still propagate the idea that keywords should be “frontloaded” in the resume – meaning that the very beginning of the document should have the highest density of keywords. Thus, it has become a “trend” to have big, long, bulleted lists of keywords front and center.

This idea stems from the belief that Applicant Tracking Software only scans the first 100 words of the document when performing a keyword search. I don’t know if this was ever true, but it certainly isn’t now. All of the sales representatives agreed that modern programs scan the entire document and thus, focusing keywords solely in one area is not the most effective strategy.

Many programs also use “natural language technology.” According to a representative from Avankia.com (creators of TargetRecruit hiring software),

this technology allows CVs [resumes] to be indexed in context of where and how the words appear within the CV. This means that each word has relevancy based on where the word appears within a common CV timeline, and how the word is used within a common linguistic expression. We are therefore able to rank and rate the initial Search Results, displaying and ordering CV matches to the query by relevance and suitability.

This technology means it’s important that you incorporate keywords strategically throughout the entire resume. A keyword used within context has more potential of being suitably matched in a keyword search than one that simply appears in a bulleted list without any surrounding contextually relevant words.

Admittedly, frontloading still offers a few benefits. It does help boost overall keyword density. Plus, it’s a convenient way to provide a skills snapshot and may capture the attention if a recruiter is sorting resumes manually. But don’t simply create a list of keywords at the beginning of your resume and consider your work done. A keyword list is a helpful addition, not a substitute for contextually relevant terms widely distributed throughout the document.

Myth 2: Keywords are Action Verbs

Ugh!! Why, oh why, do so many websites pretend that action verbs are the same thing as keywords? Do they enjoy misleading the public?

Now, let’s think about this. Pretend you’re a recruiter and you’re trying to find the ideal candidate. You have the ability to scan a pile of resumes using keywords. You know you want someone who…

• …can manage a large virtual workforce
• …is proficient using WorkPro software
• …and has experience dealing with high-profile clients

What keywords would you choose to find someone with these qualifications? You would probably do a keyword search for “virtual workforce management” or “WorkPro software” or “high-profile clients.” These words are nouns. They are specific and they represent hard skills.

Before submitting your resume for any job post, review the description of qualifications the employer is looking for and put yourself in the position of the recruiter. What keywords would you search for? The vast majority of the time, keywords are nouns not action verbs.

Action verbs do, however, have a significant purpose within the resume – separate and different from that of keywords.

Myth 3: Keywords are Soft Skills

This one is forgivable…I guess. Some soft skills are important enough to be keywords. But by and large, soft skills are so generic and broad that they can apply to almost any position in any industry. Some examples of soft skills include: people skills, communication skills, listening skills, decision-making skills, and leadership skills. Recruiters aren’t quite as likely to search for them as keywords since the results would likely be overwhelming.

A recruiter’s goal is to narrow down the pool of resumes to those who will most likely be a qualifications match. They want to get as specific as possible and they want to find people who have the technical knowledge to do the job. According to a representative of Hirebridge (makers of Applicant Tracking Software),

Keyword searching is normally used to find candidates with esoteric skill sets – the jobs that are highly technical in nature and difficult to generate an adequate candidate pool to choose from.

Soft skills are much more common among applicants. They are also more nuanced so the interview is where prospective employers get a better sense of such things. Keep your resume keywords focused on the hard skills that make your qualifications a unique match for the position.

Need help coming up with keywords? That’s what we’re here for! Search our database of popular keywords by category – for FREE!

1. 

   Jacob says:

   June 10, 2010 at 10:59 pm

   I trying out a keywords with my next job application. Though not keywords, do you “power verbs” get overlooked by most software that processes applications?
2. 

   Jacob says:

   June 10, 2010 at 11:02 pm

   I’m trying to use more keywords (at least 15) in my next resume submission. Though they aren’t keywords, do “power verbs” get overlooked by most resume processing software?