Understanding ATS (Applicant Tracking Systems)
Over 75% of large Australian employers use Applicant Tracking Systems to screen applications before human eyes see them. These systems scan your cover letter and resume for keywords, qualifications, and formatting. If your application doesn't contain the right keywords, it may never reach a hiring manager—regardless of how qualified you are.
How ATS Systems Work
- Keyword scanning: Matches your documents against job requirements
- Ranking: Assigns scores based on keyword density and relevance
- Filtering: Only top-scoring applications reach human reviewers
- Parsing: Extracts information from your documents
Finding the Right Keywords
1. Analyze the Job Description
The job posting IS your keyword list. Look for:
- Hard skills: Software, tools, certifications, technical abilities
- Soft skills: Leadership, communication, problem-solving
- Industry terminology: Specific jargon or frameworks
- Qualifications: Degrees, licenses, certifications
- Years of experience: "5+ years," "senior level"
- Job titles: Variations of role names
2. Prioritize Required vs. Preferred
- Essential/Required: MUST include these keywords
- Desired/Preferred: Include if you have them
- Responsibilities: Action verbs and key duties
Strategic Keyword Placement
Use Keywords Naturally
Don't keyword stuff! ATS systems are sophisticated enough to detect unnatural use. Instead:
- Incorporate keywords into complete sentences
- Use them in context with specific examples
- Mirror the exact phrasing from the job description
- Include variations of key terms
Bad (Keyword Stuffing):
"I have project management skills, project management experience, and project management certification."
Good (Natural Integration):
"As a certified Project Management Professional (PMP), I have successfully managed 15+ projects using Agile methodologies, consistently delivering on time and under budget."
Essential Keyword Categories
Technical Skills
Be specific with versions and certifications:
- "Microsoft Excel (Advanced)" not just "Excel"
- "Python 3.x, Django, PostgreSQL" not "programming"
- "Adobe Creative Suite (Photoshop, Illustrator, InDesign)"
Action Verbs
Use strong action verbs that match the job description:
- Achieved, Delivered, Implemented, Managed
- Led, Developed, Created, Improved
- Increased, Reduced, Streamlined, Optimized
Industry-Specific Terms
Use terminology relevant to your field:
- Finance: P&L, EBITDA, financial modeling, budget forecasting
- Marketing: SEO, SEM, conversion rate optimization, A/B testing
- IT: Cloud infrastructure, CI/CD, DevOps, microservices
- Healthcare: AHPRA registration, clinical governance, patient outcomes
Common Keyword Mistakes
- ❌ Using acronyms without spelling them out: Use "Search Engine Optimization (SEO)"
- ❌ Using generic terms instead of specific ones
- ❌ Keyword stuffing (unnatural repetition)
- ❌ Using synonyms when job description uses specific terms
- ❌ Omitting essential qualifications mentioned in posting
ATS-Friendly Formatting Tips
- Use standard section headings
- Avoid tables, columns, headers/footers
- Use standard fonts (Arial, Calibri, Times New Roman)
- Save as .docx or PDF (check job posting preference)
- Use standard bullet points
- Avoid images, graphics, or logos
Keyword Integration Example
Job Requirement: "5+ years experience in digital marketing, proficiency in Google Analytics and SEO, proven track record of increasing website traffic."
Cover Letter Integration: "With seven years of digital marketing experience, I have consistently leveraged Google Analytics and SEO best practices to increase website traffic. In my current role, I implemented an SEO strategy that increased organic traffic by 150% year-over-year, directly contributing to a 35% increase in online conversions."
Testing Your Keyword Optimization
- Highlight all keywords from the job description
- Check your cover letter—how many are naturally included?
- Aim for 70-80% of essential keywords
- Use free ATS scanners (Jobscan, Resume Worded) to test
Balancing ATS and Human Readers
Remember: Your cover letter must pass BOTH ATS and impress human readers. The best approach:
- First paragraph: Hook the human reader with enthusiasm
- Middle paragraphs: Keyword-rich examples and achievements
- Final paragraph: Personal connection and call to action
Australian-Specific Considerations
- Use Australian English spelling (organisation, labour)
- Include relevant Australian certifications or registrations
- Reference Australian frameworks or standards if applicable
- Use metric measurements
Keyword Checklist
- ☐ Job title appears in your letter
- ☐ All essential requirements mentioned
- ☐ Technical skills listed with specificity
- ☐ Industry terminology used naturally
- ☐ Certifications/qualifications included
- ☐ Action verbs from job description used
- ☐ Acronyms spelled out first time
- ☐ Keywords used in context with examples
- ☐ No keyword stuffing
- ☐ ATS-friendly formatting
Conclusion
Optimizing your cover letter for ATS doesn't mean sacrificing quality or personality. The key is strategic keyword integration that serves both the algorithm and the human reader. By carefully analyzing the job description, naturally incorporating relevant keywords, and maintaining engaging, authentic writing, you can create a cover letter that successfully navigates ATS screening and impresses hiring managers.