You’ve crafted the ideal job description, meticulously aligned with the hiring manager’s expectations. Every requirement and responsibility is clear, the language is precise, and the hiring manager has reviewed it multiple times. Confidently, you post the opening, expecting a wave of high-quality candidates. Yet, when the applicant tracking system (ATS) ranks the submissions, you’re left with a shortlist of mediocre resumes of candidates whose experience doesn’t match your expectations.

Why does this happen? The answer lies at the intersection of ATS algorithms and tactics job seekers now use to game the system.

How Applicant Tracking Systems (ATS) Rank Resumes

ATS platforms are designed to streamline the recruiting process by automatically filtering and ranking resumes based on how well they match the job description. The core mechanism is keyword matching: the ATS scans each resume for specific terms related to skills, experience, and qualifications that appear in the job posting.

How does this work in practice?

• Hard skills (e.g., “Sales Operations,” “CRM software”) are given the most weight.
• Soft skills (e.g., “leadership,” “communication”) are also considered but typically carry less influence.
• The ATS may look for exact keyword matches, synonyms, and even variations in phrasing.

If your job description uses “Sales Operations” in one section, “Sales Ops” in another, and “Sales Enablement” elsewhere, the ATS expects to see all three. A resume missing any variation is scored lower, even if the candidate is otherwise highly qualified.

Misspellings matter: If you accidentally misspell a keyword in your description, the ATS may not recognize correctly spelled versions on resumes, causing you to miss out on strong candidates.

Required vs. nice-to-have: ATS software generally cannot distinguish between must-have and nice-to-have qualifications. All keywords are weighted similarly unless you specifically configure the system otherwise.

Why Top Candidates Don’t Always Rank Highest

Many job seekers have learned to optimize their resumes for ATS algorithms, using AI tools to mirror the language in job descriptions. These “keyword-optimized” resumes often rise to the top, regardless of the candidate’s fit for the role.

Meanwhile, top performers-those actively delivering results in their current roles-may not have the time or inclination to tailor their resumes for every application. As a result, while strong in substance, their submissions may lack the precise keywords or formatting the ATS seeks, causing them to be overlooked.

Common Pitfalls in Job Description Writing

1. Inconsistent Keyword Usage

Mixing terms like “Sales Operations,” “Sales Ops,” and “Sales Enablement” without clear intent confuses both ATS and candidates. Consistency is crucial in ATS ranking.

2. Overloading with Nice-to-Have Skills

Including too many optional skills dilutes the importance of must-have qualifications. The ATS may not differentiate, so essential skills can get lost in a sea of keywords.

3. Ignoring Spelling

A single misspelled keyword can prevent the ATS from recognizing qualified candidates. 

How to Write ATS-Friendly Job Descriptions

1. Focus on Must-Have Requirements

Identify the non-negotiable skills and experiences candidates must possess. Make these the centerpiece of your job description, and minimize or omit nice-to-have skills in the initial posting.

2. Use Clear, Consistent Keywords

Write out full keywords and use them consistently throughout the posting. Include common variations, but avoid unnecessary jargon or abbreviations.

3. Structure Content for Readability

Break up text with headers, bullet points, and short paragraphs. This helps candidates scan your posting and improves ATS parsing and search engine indexing.

4. Limit Soft Skills in Filters

While soft skills are essential, many candidates struggle to incorporate terms like “resilient,” “agile,” or “innovative” naturally into their resumes. Use these sparingly in your ATS filters.

5. Proofread and Spell Check

Run a spell checker on your job description before posting. Even a single typo can prevent qualified candidates from being found by the ATS.

6. Update and Iterate

Regularly review your job postings’ performance. Update keywords, structure, and content based on analytics and feedback to ensure you’re attracting the right candidates.

Use ATS as a Tool, Not a Gatekeeper

The keywords you use in a job description do not guarantee candidate relevance. The ATS is a tool to help you uncover top talent, but only if you use it wisely. Focus on clear, consistent, and essential requirements. Ultimately, your goal is to attract and identify candidates who deliver results, not just those who know how to game the system.