How to increase resume visibility on Job Portals? - III

Keyword Optimization

I apologize for not including the Keyword Optimization methodologies and techniques in the last post. I did that on purpose. First the post would have become lengthy and I wanted to discuss this at length covering all the aspects where the Keyword Optimization works.

Consider it in the same way as Search Engine Optimization (SEO). For those who are not aware of the term, it is the methodology by which one ensures that his/her website ranks higher on the various search engines, i.e. SEO increases the visibility of your Website on Search Engines like Google, Yahoo, MSN, Bing etc.

Similarly, various Job Portals also work as Search Engines where the recruiters get result in form of profiles of job seekers on the criteria provided by them. Hence, similar optimization will enhance your profile/resume ranking and in turn increase your resume visibility and help you in providing maximum job opportunities. Read here to understand how.

After resumes are scanned into applicant tracking systems or the databases of the Job Portals/Sites, from they will be searched and ranked. A hiring manager decides which keywords best identify the skills needed in a candidate for a particular position; typically the recruiter will have several keywords that are mandatory, and others that are desirable. Based upon those keywords, the system performs a search.

Here’s how to put keyword optimization to work getting your resume discovered.

1.       Use “preferable”/"common" terms.  Recruiters and HR people are bound to search on the most obvious or common terms when seeking out candidates to forward to a hiring manager. So how do you figure out what terms recruiters might be looking for? There is a page updated weekly by job site TheLadders.com, which lists the 100 top recruiter search words. Using these instead of more creative phrasing will help those recruiters find you.

2.  Complete each section of your profile on the Job Portal using relevant keywords/options. By not completing the sections like education details, skills, employment details, projects details, Desired Job Details etc. you are only missing a chance to not provide the required keywords that will enhance your profile/resume ranking considerably. 

3.   Integrate the keywords in a “Qualification Summary.”  Search engines for job sites are becoming sophisticated enough to read keywords in context, and therefore they can figure out if your keywords are legitimate based on the text that surrounds them. Therefore, just providing a rough list of keywords won’t necessarily be as effective as a summary statement that provides the human element. A brief summary can also be provided on your Job Portal Profile other than your Resume. Here, I advocate the use of summary instead of objectives on your resumes. 

There are two examples on offer. Here’s a sample of a non-“keyword loaded” summary:

 “Achievement-oriented with 15 years of successful experience and proven ability to meet   objectives, communicate with clients, and quickly excel in new industries.”

Here’s a “keyword-heavy” sample:

“Achievement-oriented sales professional with 15 years of success in international trade and global marketing. Skilled in developing marketing programs, coordinating new product introductions and providing customer support. Proven track record in cold calling, new business development and key account management.”

4.    Use the keywords inconsistently. You may not be aware if the recruiter types in “HR” or “Human Resources” or “Human Resource” so it is advisable to cover all the variations of the keyword.

5.      Use the top keywords in your Titles. Location of your keywords are very important so include the top keywords in Job Title on your Job Portal profile and Resume Title on your Resume. Usage of “Human Resource Professional” or “Java Professional” or “Instrumentation Engg” etc. instead of your name or “CV” or “Curriculum Vitae” or “Resume” as your resume title will help. Repeat the keywords in the other sections like Job Responsibility, Projects handled etc. as well, increasing your keyword density. 

6.     Get the keyword hints from the Job Postings. If you desire to read the mind of the people who are looking for professionals like you for the keywords they use or are using then it is advisable to go through similar Job Postings/ Listings on various job sites or company websites and use them to be found out by them.

7.  Include a keyword summary. Resumes are ranked according to the number of keyword matches. Of those, resumes that have more of the desired keywords rank higher. Therefore, in addition to placing relevant keywords and phrases throughout the resume and cover letter, an extra Keyword Summary may maximize the effectiveness of your Resume. It also lets you offer up variations of the keywords that may not fit anywhere else in the file. It is advisable to use commas or periods to separate the keywords. You can include this section after your summary on the resume and in the skills section of your Job Portal profile.

    Here we will not only discuss about the keyword optimization but also the other major criteria that the recruiters consider while searching profiles. They are:- 

1.       Keyword – 99% of the recruiters use keyword as the main criteria to search profiles. Examples:-

• Job Titles – Software Engg, Purchase Engg, Program Manager, Business Development Manager. Customer Care Executives, CCE.
• Skills & Job Responsibilities - Systems Analysis, Application Prototyping, Market Research, Strategic Planning, Data Entry, Accounts Payable and Receivable (AP/AR).
• Education & Certification – Cisco Certified Network Administrator, CCNA, Six Sigma Black Belt, CISSP.
• Acronyms and Industry Terminology -  TCP/IP, C++, J2ee, SAS, SAP MM, PLC/SCADA, Fabrication.

2.     Experience – Experience is the other main criteria that a recruiter never forgets to include. Hence, clearly mention your years of experience.

3.   Location – This is the third main criteria that is always opted by the recruiter. Hence, it is always advisable to mention specific locations rather than opting for “Any Location”.

4.    Education – This is also a common criterion that is opted by the recruiters to find the relevant profiles. Hence, it is advisable to clearly mention your education details and certifications.

5.     Company – This is most common criterion used for head hunting of people working on similar kind of projects in competitive companies. Also, some hiring managers prefer people who have worked in some specific companies of their choice. Hence, it is again advisable to mention the complete as well as the commonly used abbreviation of your Organization’s name.

6.     Industry & Functional Areas of Work – This is also one of the major criterions used by recruiters when searching for experienced people of specific Industry or domain.

7.    Active Resumes – By default 90% of recruiters generally prefer to search profiles active in last 30 days or less depending on the number of profiles they get on their search. Hence, don’t be inactive in your profile for long.

8.  There are other criteria also on which the recruiters search for relevant profiles depending on the Job Specifications so the 100% completeness of your profile will always benefit you in landing up with your dream job. 

Hope I have covered all the aspects effectively. Please comment with your views and advises.