by Wendy S. Enelow, CPRW, JCTC, CCM
President – Career Masters Institute

Think back to 1992, just 12 years ago, and how often you heard the phrase “key words.” Chances are it wasn’t very often. In fact, most people had never even heard of key words back then. However, they’re nothing new. Previously known as buzz words, key words are nouns and noun phrases that are specific to a particular industry or profession. Here are a few examples of key words and key word phrases for specific professions:

TEACHING:
Curriculum Development, Instructional Methods, Classroom Management, Testing, Textbook Review, Teacher Training, Multimedia Resources, Student Activities

CUSTOMER SERVICE:
Customer Care, Order Processing, Order Fulfillment, Telemarketing, Telesales, Key Account Management, Problem Solving, Promotional Incentives

TRANSPORTATION:
Driver Leasing, Warehousing, Distribution, Asset Management, Inventory Control, Dedicated Logistics, Fleet Management, Import/Export Operations

GENERAL MANAGEMENT:
Strategic Planning, Team Building, Team Leadership, P&L (Profit & Loss) Management, Operations Management, New Business Development, Executive Recruitment

Key words are a must for every job seeker for they have two vital purposes in your job search:

  1. A single key word communicates multiple skills and qualifications. When a prospective employer reads the key word “sales,” they will assume you have experience in new business development, product/service presentation, negotiations, sales closings, customer relationship management, new product introduction and more. Just one key word can have tremendous power and deliver a huge message.
  2. Key words are the backbone for resume scanning technology. If a company is seeking a Chief Financial Officer, they might do an electronic key word search through hundreds of resumes to find candidates with experience in tax, treasury, cash management, currency hedging and foreign exchange. If you don’t have those words in your resume, you will be passed over. It’s that simple.

Use your key words in all of your job search marketing communications – resumes, cover letters, interview follow-up letters, career portfolios and more. Carefully integrate them into the text, when and where appropriate, to be sure you are communicating a complete message of “who you are” and what knowledge you bring to the organization. Note that resume scanning technology can find key words anywhere in your documents, so it is not necessary to put them into a separate section.

Here are a few suggestions for how and where to incorporate your key words into your resume:

  • In the Career Summary at the beginning of your resume. Summaries are the ideal section in which to highlight your most notable qualifications and achievements. And, there is no better way to communicate them than through the strategic and well-placed use of key words, either in a paragraph format or a listing of bulleted items. By doing so, you’re quickly communicating your core qualifications for immediate impact.
  • In your job descriptions. Use key words to write powerful action statements, project highlights, achievements and more. Let your key words and specific accomplishments be the foundation upon which you write and create the rest of your resume.
  • In a separate section. Although optional, as noted above, you may choose to summarize your key words in a separate section titled Professional Qualifications, Skills Summary or Areas of Expertise. This section can be placed either near the beginning or near the end of your resume, whether you feel it most appropriate in terms of content flow and visual presentation.

In 2003, key words are a critical component of every job seeker’s resume and cover letter. You must effectively incorporate key words for your industry and profession into all of your job search communications. Without the appropriate key words, you may be at a significant loss in your search campaign and opportunities may pass you by. If you’re uncertain as to what specific key words to use and how to use them, consult a careers expert – resume writer, career coach, career counselor, outplacement consultant or university career development office.