Summary
Brendan Hope CV Writing has published updated UK guidance on ATS CV optimisation, aimed at jobseekers who keep applying but aren’t getting responses. The guidance focuses on practical, non-hype fixes: clean formatting, sensible keyword use, and clear achievement evidence that reads well for both screening systems and humans. The message is simple: you don’t need gimmicks, you need a CV that parses cleanly, scans fast, and matches how UK employers actually shortlist.
GRANTHAM, LINCOLNSHIRE — Many UK jobseekers assume they’re being rejected because they “don’t have enough experience” or because the market is “too competitive”.
Sometimes that’s true. But in a surprising number of cases, the problem is more basic: the CV is hard to read, hard to scan, or hard for screening software to interpret accurately.
Applicant Tracking Systems (ATS) are used by many medium-to-large employers to organise applications, extract key details, and help recruiters search and shortlist candidates faster. When a CV is built with heavy design elements, inconsistent headings, or messy structure, the system can misread it, and recruiters may never see what the candidate intended to show.
Brendan Hope, founder of Brendan Hope CV Writing, says the goal isn’t to “game” an ATS. It’s to remove friction.
“ATS optimisation isn’t a trick. It’s just good communication,” Hope explains. “If your CV is cleanly structured, uses normal headings, and speaks the language of the role, you give yourself a fair shot. If it’s overdesigned or vague, you often don’t.”
The UK problem: you’re competing at speed, and your CV needs to hold up under pressure
Recruiters don’t have time to decode a CV. In most hiring processes, your document has to do two jobs:
1) Parse reliably in a system (so your details and keywords aren’t scrambled), and
2) Scan instantly for a human (so your fit is obvious in seconds)
When jobseekers keep applying with no response, they often react by changing everything at once, rewriting the entire CV, adding more detail, trying a new template, or chasing “ATS scores”.
But the fastest wins tend to come from tightening the basics:
- structure
- headings
- formatting consistency
- targeted keywords (used naturally)
- achievement bullets that show outcomes
Key insights (what changes results quickest)
- A “good-looking” CV can still be a weak CV if it’s hard to scan and poorly aligned to the job advert.
- Overdesigned layouts (columns, icons, graphics, rating bars) can reduce clarity and cause parsing issues.
- Keyword strategy is not stuffing: it’s mirroring the language of the role in a natural, evidence-based way.
- Vague duties don’t shortlist. Specific outcomes do, even in mid-level roles.
- Your CV must be consistent: dates, titles, headings, spacing and punctuation should follow one simple system.
Clear definitions (so you know what you’re fixing)
What is an ATS?
An Applicant Tracking System (ATS) is software used to collect and manage job applications. It can extract (or “parse”) key details from your CV and help recruiters filter or search candidates by relevant terms.
What does “parsing” mean?
Parsing is the system’s attempt to read your CV and pull information into fields like job titles, employers, dates, skills and qualifications. If your structure is messy, the system may import details incorrectly.
What are “ATS keywords” in a UK CV?
Keywords are simply the role-relevant terms that appear in job adverts, such as skills, tools, responsibilities, sector language, and job titles. A strong CV uses these terms naturally, backed by proof, so recruiters can quickly see fit.
Common ATS mistakes that quietly weaken UK applications
Brendan Hope CV Writing has identified a set of repeat issues that show up in rejected or ignored CVs:
1) Two-column templates and heavy design
These often look modern but reduce scan-readability and can confuse systems. A clean single-column layout is usually safer.
2) Non-standard headings
If your headings are creative (“Where I’ve Been”, “My Story”, “What I Bring”), you risk making key information harder to find. Simple wins.
3) Unclear job titles and missing scope
If you use internal titles only, or don’t clarify seniority, recruiters may not understand your level. Translate your title into a recognisable UK equivalent (without misrepresenting yourself).
4) Keywords without evidence
A long skills list is easy to ignore. Recruiters want proof: where you used the skill, what you delivered, what improved.
5) Duty-heavy bullets
“Responsible for…” doesn’t tell anyone what you changed. Replace duties with outcomes and measurable results where possible.
6) Inconsistent formatting
Date formats switching, bolding random words, mixed punctuation — small things that make a CV feel unreliable.
Expert quote
“I see the same pattern again and again,” says Brendan Hope. “People assume they need a completely new career story when really they need a clearer document. If your CV parses cleanly, uses the right language, and shows outcomes, you stop getting filtered out for avoidable reasons.”
Practical advice: the ATS-friendly UK CV checklist (without obsession)
These are the highest-impact fixes most candidates can apply quickly:
1) Use a simple, scannable UK structure
- Name + contact details (top)
- Profile (short and role-aligned)
- Key skills (only what you can evidence)
- Experience (reverse chronological)
- Education and certifications
- Additional (optional, if relevant)
2) Keep formatting boring on purpose
- One column
- Standard fonts
- Clear headings
- Consistent bullet style
- No icons, tables, or rating bars
3) Mirror the job advert, but make it sound like you
Choose a handful of repeated terms in the advert and reflect them naturally in:
- your profile
- your skills proof
- your achievement bullets
4) Turn duties into outcomes (the simplest formula)
Try: Action, scope and result
Example:
“Managed stakeholder comms” becomes
“Managed weekly updates across 6 stakeholders, reducing delivery delays and improving sign-off speed.”
5) Put the most relevant evidence higher
If the role is operations-heavy, your first few bullets should show operational outcomes. If it’s customer-facing, lead with service and resolution proof.
6) Don’t chase “ATS scores”
What matters is whether your CV is readable, consistent, and aligned with the role. A clean, evidence-led CV almost always performs better than a gimmicky one.
Read the full UK ATS optimisation guide
Brendan Hope CV Writing has published a detailed, step-by-step ATS CV optimisation guide for UK jobseekers, including formatting rules, keyword strategy, file-type guidance, and a final checklist:
https://brendanhope.com/blog/ats-cv-optimisation-uk-guide/
Call to action: get a free CV review (ATS & human check)
UK jobseekers who want to sanity-check their CV before applying again can request a free review:
https://brendanhope.com/free-cv-review/
If you want 1-to-1 support rebuilding a mid-career CV for clarity, outcomes, and cleaner alignment to UK job adverts, you can view the professional support option here:
https://brendanhope.com/cv-services/cv-writing-service/professional/
About Brendan Hope CV Writing
Brendan Hope CV Writing is a UK-focused, human-led CV and career support service for jobseekers from graduates through to senior leaders. Clients work 1-to-1 with Brendan Hope, with documents written from scratch and shaped around real achievements, clear structure, and UK employer expectations. Services include CV rewrites, LinkedIn optimisation, cover letters, job-search strategy coaching, and interview preparation. The recommended first step for most candidates is a Free CV Review to identify quick wins and the right level of support.
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