Optimizing Your Resume for ATS: A Comprehensive Guide
Reading Time: ~7 Mins | Written By: Jessica Quiring
Today’s job market is as competitive as ever (if not more), meaning if there was ever a time to refine and perfect your resume, it’s now! Crafting a resume that effectively encapsulates who you are as a marketer, and showcases your key skills, could be the very thing that finally connects you and your dream job. Not only does your resume need to catch the eye of hiring managers but it also needs to pass through Applicant Tracking Systems (ATS). After becoming well-versed in the top skills and keywords to highlight throughout your resume, get ready for that interview invitation!
Understanding Applicant Tracking Systems (ATS)
Before diving into the specific skills to highlight, it's important to understand what an ATS is and how it works. Unless you are applying for a job at your local coffee shop, you will likely be “handing in” your resume online, which will then get screened through an ATS system. This scans resumes for keywords related to the job description, filtering out those that don't match the criteria, and streamlining the process for hiring managers. To pass this initial screening and be a top-recommended applicant, your resume must be tailored to include relevant keywords and skills.
Key Skills for a Digital Marketer’s Resume
Search Engine Optimization (SEO)
SEO is the backbone of digital marketing. It involves optimizing your content to rank higher on organic search engine results pages. On your resume, highlight your abilities with keyword research with tools like Google Keyword Planner or SEMrush, and emphasize any experience with SEO campaigns where you boosted organic traffic or improved search engine rankings.
Example: "Executed SEO initiatives, including on-page optimization and competitor analysis, by refining meta tags and creating content targeting underserved keywords, resulting in a 40% increase in organic traffic over six months."
Why It Matters: SEO is crucial for improving a website’s visibility on search engines. Employers look for candidates who can drive organic traffic and enhance search rankings, which directly contributes to the business’s online presence and success.
Keywords to Use: SEO, keyword research, on-page SEO, off-page SEO, backlinking, Google Analytics, search engine rankings, Link building, Page speed optimization, SERP analysis
Content Marketing
If you've created it, hiring managers want to hear about it! All steps in creating communication pieces from brainstorming and researching, to writing and editing, are part of content marketing; a key skill that will stand out to ATS. Content marketing specifically revolves around creating and distributing valuable content to attract and engage an audience. Be sure to detail your experience in developing content strategies that also align with business goals and target audience needs.
Example: "Developed and implemented a consistent content strategy by writing, editing and executing monthly blog posts. Resulting in increased website traffic and attracting 10,000 monthly visitors within the first year."
Why It Matters: Creating and distributing valuable content to attract and engage an audience is a core function of digital marketing.
Keywords to Use: content strategy, content creation, blog writing, content management systems, copywriting, storytelling.
Email Marketing
Despite the rise of social media, email marketing remains one of the most effective ways to acquire customers, so detail your experience with email marketing platforms like Mailchimp, Klaviyo, and CyberImpact. Highlight your skills in creating segmented email lists, designing email templates, crafting personalized messages, and your ability to interpret data and test solutions to improve future campaigns (A/B testing, open/click-through rates).
Example: "Launched an email marketing campaign using Klaviyo to key audiences that aligned with brand goals and increased webinar registrations by 150%."
Why It Matters: Effective email marketing drives engagement and conversions, making it a valuable skill for any marketer. Employers value marketers who can nurture leads and maintain strong customer relationships through targeted email campaigns.
Keywords to Use: email campaigns, Mailchimp, Klaviyo, CyberImpact, A/B testing, email automation, list segmentation, open rates, click-through rates.
Social Media Marketing
Social media is integrated into nearly every aspect of our day-to-day lives, especially for those in the digital marketing field. To stand out, highlight your ability to create engaging content, manage social media calendars, and use analytics tools to track performance. Showcase your proficiency in various platforms and mention your experiences with social media advertising, such as crafting and overseeing Facebook Ads, Instagram promotions, or LinkedIn campaigns. Demonstrating your abilities in social media marketing and providing examples of successful campaigns will showcase your expertise in refining and executing strategies, creating quality social media content, and making your resume pop!
Example: "Executed a social media campaign with short-form videos, influencer collaborations, and UGC contests throughout Instagram, Facebook, and LinkedIn that resulted in 5,000 new followers and extensive media coverage."
Why It Matters: Social media boosts brand visibility and engagement, making it a crucial skill for digital marketers.
Keywords to Use: Social media strategy, Facebook, Instagram, LinkedIn, Twitter, Social media advertising, Community management, Social media analytics, Content creation, Influencer marketing, Engagement metrics, Platform-specific tools (e.g., Hootsuite, Buffer)
Graphic Design Skills
If a picture is worth a thousand words, the right visual content for a brand can captivate an audience, convey complex messages instantly, and significantly boost engagement. Having even basic design skills can be a strong asset for any digital marketer. Highlight experience with design tools like Adobe Creative Suite (Photoshop, Illustrator, InDesign) or Canva, and detail your ability to create visually appealing graphics, infographics, and social media content that align with brand guidelines. If you have experience in video editing or creating animated content, be sure to include that as well, as multimedia content is increasingly important in digital marketing.
Example: "Enhanced brand visibility and engagement by designing a series of branded infographics via Adobe InDesign that was shared across all brand platforms and increased audience interaction and brand recognition by 30%.”
Why It Matters: Visual content boosts engagement, making graphic design skills a valuable asset in digital marketing.
Keywords to Use: graphic design, Adobe Creative Suite, Canva, visual content, infographics, branding, video editing, animated content.
Additional Note: While Canva is a popular tool for creating visually appealing designs, it’s important to avoid using it to create your resume. The formatting of Canva templates often disrupts how Applicant Tracking Systems (ATS) read and interpret the content, leading to issues where the ATS may not properly recognize your text. For an ATS-friendly resume, it's recommended to use tools like Microsoft Word or Adobe InDesign. You can find more detailed information on this topic in this article.
Growth Marketing
Growth marketing is all about using creative, data-driven strategies to help a business grow. It's like being a marketing scientist - constantly experimenting across different channels to find the best ways to attract and keep customers. On your resume, discuss your experience with growth hacking techniques, A/B testing, and using data analytics to make strategic decisions. Show off your experience in designing and running multi-channel campaigns that quickly test new ideas and improve results.
Example: "Developed and executed targeted growth marketing campaigns to help drive user acquisition and retention, resulting in a 50% increase in new users and a 30% boost in customer retention within six months.”
Why It Matters: Growth marketing focuses on finding the fastest, most efficient ways to grow a business. Employers love marketers who can think outside the box and deliver big results.
Keywords to Use: growth hacking, A/B testing, data analytics, user acquisition, customer retention, multi-channel marketing, growth strategies, customer journey optimization, lifecycle marketing, conversion rate optimization.
Tips for Optimizing Your Resume
Tailor Your Resume
Match your resume to the job description, focusing on relevant skills and keywords - this will also be optimal for when it comes to the ATS process
Be Clear and Concise
Use bullet points and keep sentences short and straightforward - get to the point and only include the necessary details (you’ll have more time to go in-depth in an interview)
Quantify Your Achievements
Use numbers to demonstrate your impact, like “Increased social media engagement by 30%.” - this gives employers a clear picture of your work and its effectiveness
Proofread, Proofread, Proofread!
Make sure there are no typos or grammatical errors for a professional finish - the last thing you want is a bad impression because you used the wrong “too”
Correct File Format
For best processing results, submit your resume in a .doc or .docx format. While PDFs are commonly used, they can cause formatting issues in ATS, leading to unreadable sections. Using a .doc file increases the chances of your resume being accurately interpreted. For more details, check out this article.
And there you have it! By refining these key skills and presenting them effectively on your resume, you'll be well on your way to standing out in the digital marketing landscape. Remember, your resume is more than just a list of jobs - it's your personal brand story. Tailor your resume with relevant keywords, keep it clear and concise, quantify your achievements, and don't forget to proofread. With these tips in hand, you’re not just ready to pass through ATS - you’re ready to impress hiring managers and land that dream job. Good luck, and happy marketing!
For more tips and insights on advancing your digital marketing career, explore our other blog posts and resources at Jelly Academy.
