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In today’s candidate-rich job market, it’s easy to feel like just another face in the crowd when you submit a job application. The truth is, generalised CVs no longer make the cut, and if you want to stand out, you must put in the effort to tailor your CV to each specific job you apply for.
The importance of this level of attention cannot be overstated, and as a recruitment professional at Urban Digital Recruitment, I spend a significant amount of time helping candidates re-edit and bespoke their CVs. The results speak for themselves – with an incredibly high CV-to-interview conversion rate.
Why Generic CVs Don’t Work
While it might seem tempting to take a "one-size-fits-all" approach and use the same Sales or Marketing CV for every job application, this is a sure-fire way to get lost in a sea of applications. Here’s why:
1. Applicant Tracking Systems (ATS)
Most companies today use Applicant Tracking Systems (ATS) to streamline the hiring process.
These systems scan CVs for keywords relevant to the job description, and if your CV doesn’t include the right keywords, it may never even make it to human eyes.
A generic CV often lacks the specific terms and competencies that the ATS is looking for. By tailoring your CV for each role, you can increase your chances of making it through the ATS filters and into the hands of a recruiter.
2. Employer Expectations
Hiring managers and recruiters don’t just want to see a list of your past jobs and skills—they want to see how you fit the unique requirements of the role they’re hiring for.
A CV that is bespoke to the role highlights your most relevant skills, experience, and achievements, demonstrating that you’ve taken the time to understand the role and its requirements. This shows initiative, attention to detail, and a genuine interest in the position.
3. Standing Out in a Competitive Market
In the current job market, candidates are competing for the same positions, sometimes in the hundreds. A generic CV doesn’t do enough to differentiate you from the competition.
Bespoke CVs allow you to align your experience with the company’s values and goals, making it clear why you’re the best candidate for the role and drawing out market specific alignment and product/platform relevancy. It’s your chance to showcase how your unique skills can solve the company’s specific challenges.
The Power of Bespoke CVs: A Proven Approach
At Urban Digital Recruitment, I work closely with candidates to ensure their CVs are tailored specifically to each role they apply for. It’s about strategically reshaping the CV to match the job description and highlight the most relevant achievements and skills. I always ask my candidates (of all seniorities) to respond to a set number of highly bespoke qualifying questions for that particular role and then use their answers to write a summary note that sits at the top of their CV (rather than using the generic one that was typically there previously).
This is where a bit of time and effort pays off. By aligning your CV with the specific job requirements and language used in the listing, you create a direct connection between your experience and what the employer is looking for. This approach leads to a higher CV-to-interview conversion rate, which is the ultimate goal of any job seeker.
Here’s how we do it at Urban Digital Recruitment:
Understanding the Role: We take the time to thoroughly understand our clients, allowing us to go beyond what's written in a job description. We know who they’ve hired in the past, who has excelled, who hasn’t, and what skill gaps exist within their teams—details that are rarely included in a job ad. This gives candidates a significant advantage when applying through a recruitment agency, rather than directly.
We carefully review the job description to identify the specific skills, qualifications, and experience the employer is looking for. We then conduct a detailed briefing call to delve deeper into the specifics. Additionally, we consider the company’s culture and values when screening candidates, ensuring that each CV we present not only meets the technical requirements but also aligns with the personality and dynamic of the team.
Highlighting Relevant Experience: With the candidate’s consent, we refine the CV by bringing the most relevant experience to the forefront. This may involve reorganising bullet-point achievements to highlight those that align most closely with the role, emphasising specific skills that were previously mentioned in passing but are crucial for the position, or removing irrelevant information that doesn’t serve the role (for example, if the position doesn’t involve people management, we would streamline or remove detailed points about management and coaching successes, replacing them with a single, concise point that addresses relevant leadership experience). Every section of the CV is strategically tailored to meet the role’s key criteria.
*It’s important to note that no information is fabricated or exaggerated - edits are made based on the candidate’s actual experience and achievements.
3. Optimising for ATS: As mentioned earlier, ATS is a major hurdle in the recruitment process. We optimise CVs with the right keywords, formatting, and structure to ensure they pass through the system and get noticed by recruiters.
4. Making the CV Visually Appealing: A bespoke CV also ensures that the design and layout are aligned with industry standards and that the document is visually appealing and easy to read. It’s not just about content—it’s about making your CV look professional and accessible.
Personally, I advise against including photos on a CV, as they can inadvertently introduce unconscious bias — whether you're perceived as "too formal" or "too casual." Your CV should focus solely on showcasing your skills and experience.
Additionally, I believe a CV should be no longer than 2-3 pages. Anything longer is usually unnecessary. Roles held more than 10 years ago can be summarized without going into extensive detail. Remember, your CV's primary purpose is to secure an interview. The interview is where you can expand on your experiences and qualifications.
The Results: Higher CV-to-Interview Conversion Rates
Bespoking CVs is not just a theoretical exercise—it produces real, measurable results. In my experience, candidates who invest the time and effort into tailoring their CVs consistently see a higher conversion rate from CV submission to interview. Not only does this increase your chances of landing the job you want, but it also boosts your confidence knowing you’ve put your best foot forward.
The Bottom Line
In today’s competitive job market, you cannot afford to submit a generic CV. Tailoring your CV for each role is a crucial part of the job application process. At Urban Digital Recruitment, we know that this extra effort leads to tangible results, and we are committed to supporting candidates in every step of the process—from re-editing and customising CVs to preparing for interviews.
Your CV is your first impression, and you want it to be a memorable one. So, don’t be lazy—take the time to make sure your CV speaks directly to each job you apply for. It will pay off in the long run.
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