You apply for forty roles, hear back from two, and start wondering if your CV ever reached a human. Often, it didn't. Most medium and large UK employers run applications through an Applicant Tracking System (ATS) — software that parses, ranks and filters CVs before a recruiter opens a single one. If your CV isn't built for that software, it doesn't matter how good your experience is.
An ATS converts your CV file into plain structured text, slots the content into fields (name, education, experience, skills), and scores it against the job description — mostly by keyword matching. Three things break this process:
Open the job description and highlight every skill, tool and qualification it mentions. Those are your keywords. Now mirror the advert's exact language wherever it's truthfully yours: if they say "data analysis" and you wrote "analysing datasets", change yours. Do this for every application — a generic CV is a keyword mismatch with every specific advert.
Rule of thumb: if a skill appears twice in the advert and zero times in your CV, you're being filtered out for it.
Once you're past the software, a recruiter spends six to eight seconds scanning. Win those seconds with the formula action verb + task + measurable result:
Part-time work counts more than students think. "Served 150+ customers per shift with 100% till accuracy" demonstrates reliability and pressure-handling — two things every graduate employer screens for.
Don't guess whether your CV passes — test it. Paste it into our free ATS Score Checker with the job description and you'll get a score out of 100 plus the exact keywords you're missing. If you'd rather have it done professionally, a Gradvo CV rewrite starts at £15.