If you’re just starting out in Marketing, understanding how Applicant Tracking Systems (ATS) work is crucial to getting your foot in the door. Before a human ever sees your CV, it often has to pass through these automated systems – which scan, score, and filter applications based on keywords and formatting.
In a competitive market, tailoring your CV and application to match each job description isn’t just a nice-to-have – it’s essential.
So how do you make sure your CV doesn’t end up in the digital bin?
In this article, we’ll walk you through how to:
• Tailor your CV and cover letter to specific job descriptions.
• Understand how ATS and AI are used by UK employers.
• Improve your chances of landing that all-important interview.
What is an ATS – and why does it matter?
An Applicant Tracking System (ATS) is software used by employers to filter CVs before they’re seen by a human.
In the UK, it’s common for companies (especially in larger organisations or agencies) to use ATS software to:
• Parse (scan and extract) text from CVs,
• Score candidates based on keyword relevance,
• Rank or reject applications before a recruiter even reviews them.
Increasingly, AI-powered tools are also being used to assess tone, writing style, and even whether you demonstrate skills like “teamwork” or “proactivity” in your wording.
If your CV isn’t ATS-friendly, it may never reach the hiring manager – even if you’re a great fit.
Step 1: Start with the job description
Every job description is a goldmine of information.
Here’s what to look for:
• Job title and key responsibilities
• Required skills (e.g., email marketing, SEO, Google Analytics)
• Preferred experience (e.g., “1 year working in a B2C environment”)
• Soft skills and traits (e.g., “collaborative,” “detail-oriented”)
Your goal is to mirror the language used in the job description – not to trick the system, but to show that you’re genuinely a match.
🔍 Pro tip: Use a highlighter to mark recurring words or phrases. These are the exact keywords the ATS will likely prioritise.
Step 2: Tailor your CV for each role
Gone are the days of sending a generic CV to every role.
Here’s how to customise effectively:
✅ Use the exact job title
If the posting says “Marketing Assistant,” don’t write “Marketing Executive” (even if it’s similar).
The ATS may not recognise it as a match.
✅ Match the keywords
If the job asks for “social media scheduling tools like Buffer or Hootsuite,” make sure your CV includes those words – ideally in context (e.g., “Scheduled weekly content using Buffer”).
✅ Align your bullet points
Each bullet point under your work experience should show how your tasks align with the job’s responsibilities.
Before: “Worked on digital campaigns.”
After: “Supported paid and organic digital campaigns across Facebook and Instagram, achieving a 20% increase in engagement.”
✅ Keep formatting simple
ATS systems struggle with fancy layouts. Avoid:
• Tables or text boxes
• Headers and footers
• Columns
• Graphics or images
Use a standard Word or PDF format, with clear headings like:
• Profile
• Skills
• Experience
• Education
Step 3: Write a targeted cover letter
Your cover letter is your chance to show personality, passion, and clarity.
Structure:
Opening: State the role and why you’re applying.
Middle paragraph(s): Link your experience and skills directly to the job description.
Closing: Reiterate your enthusiasm and request an interview.
💡 Remember: Many ATS tools scan cover letters too, so include relevant keywords naturally.
Step 4: Use tools to optimise your application
Here are a few free tools to help you get past the robots:
• Jobscan.co – Paste your CV and a job description to see how well they match.
• Resumeworded.com – Offers keyword suggestions and formatting tips.
• Canva CV templates (for after you’ve passed the ATS stage – use with caution for initial applications).
Step 5: Think like a Marketer
You’re marketing yourself – so apply the same principles:
• Know your audience: What is the employer really looking for?
• Craft your message: Tailor your content to their needs.
• Track performance: Note which applications convert to interviews and refine from there.
Conclusion
Breaking into the Marketing industry in the UK isn’t just about qualifications – it’s about standing out in a highly filtered digital process.
By tailoring your application carefully, using the right keywords, and keeping formatting clean, you dramatically increase your chances of getting noticed.
And once you’re in front of a human? That’s where the magic (and all your personality) can shine.