In the digital age of job applications, crafting a resume that both connects with recruiters and passes Applicant Tracking Systems (ATS) is more important than ever. One of the most common challenges job seekers face is finding the right balance between resume personalization and ATS-friendly resume keywords.
Should you tailor your resume to every job and company? Or should you focus on ensuring that your resume passes through ATS filters?
The short answer: you need to do both. Let’s explore how.
What is ATS Optimization?
The Role of Applicant Tracking Systems (ATS)
More than 75% of companies globally use ATS to screen resumes. These systems are designed to filter, rank, and shortlist candidates based on how well their resumes match the job description. If your resume doesn’t include the right keywords, it may never even reach a recruiter’s inbox.
This is why ATS optimization is crucial for anyone applying online, especially on portals like Naukri, Indeed, or LinkedIn.
Why Resume Keyword Optimization Matters
When a recruiter posts a job, the ATS scans each resume for specific resume keywords—these are often pulled directly from the job posting. If you’re missing important phrases like “project management,” “AutoCAD,” or “client coordination,” your application might get ignored, regardless of your actual experience.
That’s why developing a smart resume keyword strategy is essential. You need to identify and integrate the keywords hiring managers and ATS bots are both looking for.
What is a Personalized Resume?
A Human Touch in a Digital World
A personalized resume is crafted specifically for the company, role, and often the recruiter themselves. It reflects an understanding of the company’s values, the job description, and even the language or tone used by the employer.
Instead of sending the same CV to 50 companies, a personalized resume helps you stand out by making the reader feel like the resume was written just for them.
The Emotional Advantage of Personalization
Personalization builds connection. When recruiters see a candidate speaking directly to their brand, their challenges, and their goals—it adds emotional value to the application. This kind of personalized approach can increase your chances of getting a callback, especially when you’re up against many equally qualified applicants.
The Real Battle: ATS vs. Personalized Resume
Many job seekers believe they have to choose between creating a resume with ATS optimization or crafting a highly personalized resume that connects with recruiters.
But the reality is different — the most successful candidates know how to balance a personalized resume with strategic ATS optimization.
This isn’t about choosing one over the other. It’s about merging both approaches to build a resume optimized using the right keywords and structured to engage real people.
How to Balance ATS Optimization and Personalization
Use Resume Keywords Strategically
Start with the job description. Highlight the keywords that are repeated, such as technical skills, certifications, and job roles. These are your essential ATS resume keywords. Integrate them into your resume naturally—especially in your:
Resume Summary
Skills Section
Work Experience Bullet Points
Make sure you’re not just stuffing keywords, but aligning your experience and achievements with what the employer is looking for.
Tailor the Content for Each Job
Once your resume has a strong keyword foundation, go one step further. Add customized content that speaks directly to the company or role.
For example:
Mention specific projects the company has worked on
Highlight why their mission or culture resonates with you
Align your achievements with the company’s goals
This level of resume personalization shows effort—and it makes a real difference.
Resume Formatting: Looks Matter (To ATS Too)
Did you know that using fancy templates or too many graphics can confuse the ATS?
Here’s how to make sure your resume is ATS-friendly:
Use standard headings (e.g., “Work Experience”, “Education”, “Skills”)
Avoid tables, columns, and graphics
Save your resume in a plain Word (.docx) or PDF format (unless otherwise stated)
Keep fonts simple (Calibri, Arial, Times New Roman)
Your resume needs to look clean for ATS and still be readable by humans.
Common Mistakes to Avoid in Resume Keyword Optimization
Many candidates unknowingly make errors that ruin their chances of passing through the ATS. Avoid these:
Using generic job titles (e.g., “Engineer” instead of “Structural Design Engineer”)
Not customizing keywords for each job
Overusing buzzwords with no context
Ignoring soft skills (they matter too!)
Focus on a smart balance of technical skills, industry-specific keywords, and quantifiable achievements.
Real-Life Example: Smart Resume Strategy
Let’s say you’re applying for a “Piping Design Engineer” role. The job description repeatedly uses terms like “P&ID,” “AutoCAD Plant 3D,” and “ISOGEN generation.”
Your resume keyword strategy should:
Include those exact terms in your Skills and Experience
Mention tools like Tekla or Plant 3D in the context of your projects
Use both technical keywords and action verbs like “designed,” “led,” “executed”
You can then personalize the resume by referring to the company’s recent EPC project or oil & gas focus.
Beat the ATS, Impress the Recruiter
The best resumes are those that:
Speak the language of the ATS
Tell a compelling, personal story to the recruiter
Align your experience with the employer’s exact needs
At ShineRight HR Consulting, we know what recruiters and hiring managers are really looking for. We create tailored, optimized resumes that not only pass the system but make your profile shine.
ShineRight Services to Help You Succeed
✅ Resume Editing – Professional formatting and keyword optimization
✅ LinkedIn Profile Optimization – Stand out in recruiter searches
✅ Visual Resumes – Designed to impress, ATS-compliant
✅ Placement Support for Students & Professionals
✅ Executive Search, WhatsApp automation, workflow tools, and more
📧 Email us: shineright.hr@gmail.com
🌐 Visit us: www.shinerightconsultants.com
Let us help you shine the right way and land the job you truly deserve.