1. FUNCTION/SKILLS/RESPONSIBILITIES
In addition to tides (preferably not abbreviated), include the main responsibilities carried out in that function. For example, in the world of sales, an oft-used hiring criteria for certain positions is the ability to "cold-call," "canvass" or "prospect" for new accounts. So, a sales representative with these skills, seeking to utilize them in their next position, would most certainly include them: they are KWS. Another example: you are a financial analyst and your past experience does not include work in Securities and Exchange Commission (SEC) or 10-K reporting, but you want to move into this area. In your cover letter, be sure to state these skills as areas of interest:
My intention is to secure a growth-oriented position as a Senior Financial Analyst with a focus on SEC and 10-K reporting.
The point is to leave no stone unturned in ensuring that all words key to your primary functions and duties, or desired functions and duties, are included in the body of your resume and cover letter.
2. JOB-SPECIFIC TERMS OR PHRASES (BUZZWORDS)
Often there are words and phrases specific to a particular field. To the depth that a headhunter's client requires her to go in search of the "perfect candidate," these words and phrases can become KWS targets. For instance, one of my clients seeking to fill 3 Human Resource Manager Positions around the country required that a candidate have hands-on experience dealing with "cultural change" and "change management." Therefore, these phrases became search criteria and, to my amazement when conducting a keyword search, many candidates had those specific phrases in the body of their resume. Another example would be a salesperson with "business-to-business" and/or "one- call close" sales experience. These phrases could also be targets for a keyword search.
In technical fields, it is vitally important that every technical term, process, certification, or knowledge be stated specifically. Interestingly, technical candidates, be they engineering-, programming-, or systems- related, are often the best at spelling out these KWS targets. One caution, however, when abbreviating technical terms or phrases: a good rule of thumb is to both spell out and abbreviate those that you have seen spelled out before. If you have never seen an acronym or abbreviation spelled out, then just include the acronym or abbreviation without spelling it out. For example, for professionals in manufacturing, JIT is a process for "just-in-time" delivery of raw materials. This phrase is seen both abbreviated and spelled out, so do both in your resume. However, the acronym OSHA (Occupational Safety and Health Administration) is hardly ever spelled out, so neither would you.
3. SPECIFIC PRODUCTS/SERVICES
I can't tell you how many resumes come into my office from seemingly strong candidates with stable work histories but without indication of the products or services with which they have been involved. Most recruiters' clients want candidates who already have experience with similar products or services. Therefore, this is an important KWS criteria in conducting a database search. Often, especially in a "functional" resume, specific areas of responsibility or duties are outlined for 90% of a person's resume, leaving only a few lines to state dates and places of employment. Beware: most company names say nothing about their particular line of work. "ABC Company" does not tell me whether they produce or sell widgets or wigs. So, it is vitally important to spell out the types of products or services your employers and you, specifically, have dealt with. Be careful not to assume that the reader understands anything not stated: though "Gerber Foods" conjures up an immediate association of baby food on my child's face, the floor, and my shirt, my childless computer can't assume anything. State "baby food" clearly on your resume.
4. INDUSTRY OR WORK ENVIRONMENT
The computer also can't distinguish which field you are in by the name of your employer. "Sony Pictures" does not say you are in the "entertainment" industry, and a specific industry is always a KWS target. Also, if your past employers have been "manufacturing" companies or you have been involved in "industrial" or "international" sales, then you want those KWS words to be in the body of your resume.
These are only a few main areas to be specific about. Other KWS targets would be degrees, certifications, geographic locations, and even awards. Remember, though your resume and cover letter will be seen initially by recruiters to determine whether or not you should go into the database, the only way they will see it again is if it's fully loaded with all the words and phrases that point the way to position for you.
When incorporating keywords into your resume, loading does not mean lengthening. In fact, there's rarely a reason to go beyond one page, with the exception of some hi-tech candidates who must spell out tons of technical experience and systems/software used. Most other job seekers can fit necessary information into a one-page resume. More length to a resume means more resistance getting it into the data-base (more time to process, correct, etc.). A resume can be fully loaded without adding length: simply add specifics. And, never take the easy way out by putting a huge block of keywords at the top of your resume in web-page fashion. In addition to being unattractive and taking crucial space from the body of the resume, it's difficult for the recruiter who pulls it up in the database to comprehend. You want it loaded with information, but still attractive and "reader friendly."
