To get that dream role, you’ve got to stand out. But we know that creating an exceptional CV can feel overwhelming – especially when there’s so much online advice available right now. But here’s the thing: much of that CV advice is either generic or outdated, because, let’s face it, recruitment in 2025 is evolving at an alarming pace. From new expectations to ever-advancing technology reshaping how to write a CV, what impressed a recruiter five years ago might not even make it past a first screening today.

Here’s an important consideration: did you know that only 25% of CVs are ever seen by human eyes? And that’s because applicant tracking systems (ATS) now screen most candidate submissions at the first stage.

Basically, creating a CV has now become something of an art and a science. So, if you’re a Marketing, Innovation, Digital, or Design professional in Ireland looking for your next opportunity, here’s everything you need to know about how to write a CV.

Trends Affecting CV Expectations

The basics of writing a CV haven’t completely changed. It’s still important to provide the company you’re applying with an overview of your qualifications, experience, and achievements, ultimately demonstrating you’re a great fit for the role. But there are some more modern-day trends that you also need to think about. It’s developments, like those listed below, that are reshaping what recruiters look for – as well as how they’ll evaluate your application.

There’s a been a shift toward skills over degrees

You may have noticed that modern employers are more focused on practical skills rather than educational qualifications. While formal education’s still valuable (and of course very necessary in certain professions) companies are more likely to hire people with relevant soft skills and who can solve real-world challenges. For example, showcasing your expertise in tools like Google Analytics or Figma, or key skills in SEO or copywriting, can often now trump a generic degree in marketing.

We’re seeing a focus on quantifiable achievements

Recruiters are usually far less impressed by a list of responsibilities and more intrigued by the results you’ve achieved. That means you’re more likely to fare well in the application process if you’re able to include measurable outcomes (stats and figures) for your past roles. By highlighting these you’re demonstrating your impact and what you can bring to another company. 

Applicant Tracking Systems (ATS) are becoming the norm

Another eye-opening ATS stat for you: around 95% of Fortune 500 companies use an ATS to screen CVs. That’s a staggeringly high number of businesses who are relying on tech to filter out candidates before their CV even reaches a human’s desk. We know through working with organisations of all sizes, that even smaller businesses in Ireland are now using this kind of technology. It’s a massive time and resource saver for busy organisations and will scan for keywords, discard CVs that don’t meet the company’s specific criteria, and prioritise those that match the job description. This only proves how important it is to tailor an ATS-friendly CV (more on that later). 

Personal branding now takes centre stage 

We all know that a sneak peek into a person’s life is now possible in just a few clicks, with most employers admitting to reviewing candidates’ online presence. 91% of employers state they’re using social media as part of their hiring process. And, unsurprisingly, business and employment-oriented platform, LinkedIn, plays a central role. That’s why a polished LinkedIn profile that’s aligned with your CV for consistency is crucial (as is making sure other social media profiles are appropriate for potential employers’ eyes).

Company culture is an increasingly important consideration

In recent years there’s been a shift in workplace priorities with culture moving higher up on the agenda. 86% of younger generation workers now prioritise company culture when looking for a new job. And 90% of employers say that identifying candidates with a good cultural fit is a major part of their selection process, meaning it’s important for hirers to know you align with their values and ambitions.

How to Write a Great CV in 2025

So, taking all of the above trends on board, what are the key elements of a great CV? Below we’ve listed some actionable strategies to ensure your CV stands out in today’s competitive Marketing, Innovation, Digital, or Design job market.

1. Tailor Your CV for Applicant Tracking Systems (ATS)

As we touched on above, an ATS can make or break your application. Why not try optimising your CV for current ATS algorithms by following these tips:

  • Use job-specific keywords – take these from the job description to ensure your CV matches with the employers’ language. 
  • Stick to clean and simple formatting – skip graphics, charts, or tables. Yes, these may be visually appealing to humans, but they often confuse the ATS software that’s responsible for scanning CVs in the first instance.
  • File format matters – while PDFs are common and historically the most preferred way to send a CV, it’s important to know that many ATS platforms prefer .doc or .docx files.
  • Structure your content – clear formatting is essential so it’s readable by both an ATS and recruiters. Tech just doesn’t have the intelligence of a human, so remember to help it out by:
  • Using reverse-chronological format and listing your most recent roles first.
  • Including critical role details like:
    • Company name and location
    • Job title
    • Start and end dates
    • Key accomplishments
  • Choosing standard, easily readable fonts (e.g., Arial, Times New Roman) and a font size of 10 points or larger. 
  • Avoiding placing details in headers or footers, as some ATS software may not be able to scan them.

2. Focus on Quantifiable Achievements

Your CV is your chance to really sell yourself, which means shouting about your successes. Highlight outcomes, not just responsibilities, by:

  • Avoiding buzzwords: 60% of recruiters say the biggest mistake job seekers make on CVs is overusing buzzwords. Avoid cliches like “hardworking” or “results-driven” without proof and instead focus on measurable achievements.
  • Using numbers to quantify achievements. For example, don’t just say “boosted website traffic.” Instead, be specific and state “increased organic traffic by 30% in six months.”
  • Focus on impact. Rather than saying “managed social media accounts,” write “grew social media engagement by 40% through targeted campaigns.”

3. Balance professionalism with Personality

It’s essential to strike a balance between a professional tone and showcasing your personality. Yes, an overly robotic CV might impress the ATS, but won’t necessarily resonate with recruiters looking beyond your skills and experience, to cultural fit. So that your CV works for every stage of the reviewing process, why not try these pointers?

  • Craft a strong personal statement. You can use the summary at the top of your CV to bring in a little emotion about why you love what you do. Use language that reflects how you genuinely work and think. E.g., “Passionate about building user-centric designs that spark innovation and creativity.”
  • Bring personality into how you present results. For instance, try writing something like, “Created playful and engaging, community-focused campaigns that grew following by 60%,” rather than a blander bullet point. The addition of words such as ‘playful’, ‘engaging’ and ‘community-focused’ add a little more personality to the sentence.
  • Use a tone that reflects your unique qualities. Yes, maintain professionalism, but include more human achievements that demonstrate human qualities like creativity, leadership, or collaboration.
  • Talk about soft skills: Highlight culture fit and the unique qualities that set you apart.
  • Include hobbies & interests: It doesn’t all have to be about work and including a “Hobbies & Interests” section at the end of your CV can give additional insight into your personality and what makes you tick.

4. Include and Tailor Key Skills

The skills section has and always will be a critical part of any CV. Here’s how to make it work for you:

  • Customise your skills for every role. Blanket CVs don’t work (especially when considering how ATS’ scan documents). Use the job description to identify key skills and match the employer’s terminology.
  • Group similar skills together underrelevant headings. Think quality over quantity here. For example:
    • Digital Marketing Skills (SEO, PPC, Google Analytics)
    • Design Tools (Figma, Adobe Creative Suite)

This is preferable to having long lists for reviewers to sift through.

5. Don’t Forget About Your Online Presence

A strong LinkedIn profile can really complement your CV, offering recruiters additional information and insights into your professional achievements, ambitions, and personality. With the majority of employers researching candidates online, your LinkedIn profile is equally as important as your CV. Here are our tips for LinkedIn Optimisation:

  • Align your CV: Ensure your LinkedIn profile matches your CV, from job titles to dates.
  • Request recommendations: Ask colleagues or clients for recommendations to provide credibility and backup your skills.
  • Engage with your community: Engage on LinkedIn by commenting on industry discussions or sharing insights to build your network and demonstrate your knowledge and personality.
  • Use relevant keywords: Keywords are important for making sure you’re easily found, so be sure to include them in your LinkedIn headline and profile summary.

Want more tips on creating an authentic online presence? Check out our guide here.

CV Writing Checklist (To Impress Applicant Tracking Systems and Recruiters)

Use our handy checklist before submitting your next application. Ask yourself:

  1.  Is my CV tailored to the specific job with relevant keywords?
  2.  Have I avoided graphics, tables, or complex formatting that might confuse ATS systems?
  3.  Is my job history ordered reverse-chronologically, and does it include key responsibilities and outcomes?
  4.  Are my achievements quantifiable and written in action-oriented language?
  5.  Have I included a good mix of technical and soft skills that are relevant to the role?
  6. Have I provided some insight into my personality?
  7. Have I (or a trusted friend/family member) proofread for errors in grammar, consistency, and formatting?
  8.  Does my LinkedIn profile align with what I’ve written in my CV?

Final Thoughts on CV Advice

Job hunting isn’t always an easy process. And nowadays, to make things even more complex, we’re not just looking to impress humans – to get past even the first stage, we often need to impress the ‘bots too. 

That means tailoring your CV for ATS, but also remembering what will impress potential employers – such as quantifying your achievements and showcasing your unique professional strengths. Not forgetting to mention your goals and ambitions to ensure both you and the company are aligned.

Considering all the above is the key to creating a document that gets you noticed for all the right reasons. And, ultimately, lands you your dream role.If you’re ready to take the next step in your career, Connexus Recruit is here to help. Get in touch with us for personalised career advice, more CV advice, or to connect with Ireland’s top employers in Marketing, Innovation, Digital, or Design.