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Looking for a job can feel like a full-time job. With competition at an all-time high, even a good CV doesn’t always guarantee an interview. In fact, according to the BBC, recent data from the Institute of Student Employers shows that there were over 1.2 million applications for just 17,000 graduate roles last year, and those are just the numbers we know. So, what’s going on? Why aren’t you getting phone interviews or hearing back from the recruitment processes, even when your CV ticks all the boxes? Let’s break it down.
In this article, we cover:
Why your CV is getting ghosted
The role of automation in recruitment
What you can and can’t control in the application process
How to optimise your CV and cover letter to start getting interviews
Alternative ways to stand out.
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1. Your CV needs a refresh
Employers are inundated with applications. Many CVs are screened out in seconds and never make it past the first glance. That means your document needs to be targeted and timely.
Interesting fact
Studies show that less than 10% of candidates are truly qualified for a given position, and in some cases, that number may be even lower.
How to stand out with your CV?
Apply early: Submitting your CV within the first 24-48 hours of a job posting going live dramatically increases your chances of getting seen.
Be clear and concise: A cluttered CV won’t hold attention. Prioritise clarity over flair, and don’t send a master CV with your extensive work history or a version without an optimal CV length.
Tailor each application: Mirror the language in the job description and highlight specific, relevant experiences.
Make your personal profile targeted and relevant.
“Recent economics graduate with internship experience at HSBC, seeking a graduate analyst role where I can apply strong data analysis and financial modelling skills.”
Write a generic summary.
“Hardworking and motivated individual looking for a job in tech.”
Only include relevant roles and experience that support your application.
"Copywriter", "SEO Writer", "UX Writer"
Send a CV with every job you’ve ever done, even unrelated ones.
"Copywriter", "Shop Assistant", "Volunteer"
Use data-driven phrasing.
“Resolved 30+ weekly customer queries, improving satisfaction scores by 18%.”
Write vague bullet points.
“Responsible for customer service.”
Stick to clean, simple formats with standard headings.
“Work Experience”, “Education”, “Skills”, “Courses & Certificates”.
Use inaccurate headings or complex elements.
"Work Experience 1", "Work Experience 2", "Hobbies & More"
The more specific and customised your CV, the better your chances of moving forward in the hiring process. And don’t overthink it with creative designs! Go for a simple CV that can be customised to meet your needs.
2. Your application is not ATS-friendly
Another potential reason for unsuccessful applications could lie in how companies use applicant tracking systems (ATS) to filter candidates. If your CV and cover letter are not formatted and optimised to work effectively with screening software, this can be a disadvantage and leave you behind.
Interesting fact
Graduates often rank lower on these systems because they lack extensive experience. This affects their scores, as they miss out on points for matching specific keywords in their CVs.
Explore this graduate CV example for practical tips and strategies to enhance your application.
How to outsmart ATS?
Choose a clear and easy-to-read format, without distracting headings, tables, graphics or a too complex layout.
Save as .docx or PDF: These file types are generally ATS-compatible.
Ensure your CV reflects the top skills employers look for.
Mirror the job description requirements and include the same specific terms naturally throughout your skills, work experience and personal profile sections.
How to mirror the job description
If the job description says: “Experience with Excel, budgeting, and stakeholder management”, say: “Used Excel to track and manage a £10k departmental budget, liaising with multiple internal stakeholders.”
Pro tip
Beyond technical skills, many employers are focusing on attitude and behaviour as key indicators of a candidate’s potential. So, make sure to showcase these in your CV and cover letter.
3. You’re not visible where it matters
Employers often search for candidates on platforms like LinkedIn, Google, and specialised repositories, and your goal should be to increase your visibility in these places where recruiters are actually looking.
To improve your chances of being discovered and visible, follow these tips:
Optimise your LinkedIn profile by including a professional photo, a clear headline, and detailed descriptions of your experience and skills.
Don't forget to add keywords relevant to your industry to help recruiters find you in their searches.
Create an online portfolio or a personal website to showcase your work samples or case studies.
These small details highlight your expertise and give employers an additional way to find and assess you.
4. You don’t have a defined personal brand
Having a strong personal brand is more important than ever. It serves as your professional identity, telling employers who you are, what you bring to the table, and what kinds of problems you’re equipped to solve. It’s more than just filling in the tell me about yourself question or having a great CV that lists your qualifications; it tells your story, and it’s the impression you leave behind.
Even the most talented candidates can get overlooked if their personal brand isn’t clear or compelling. So, make sure it answers the following:
What do I solve?
What sets me apart?
What do I want to be known for?
Be clear on what you want to be known for.
Reflect your strengths, whether it’s through your LinkedIn, portfolio, or how you introduce yourself in networking conversations.
Share key achievements and communicate the unique value you offer, not just responsibilities.
Leave your LinkedIn headline as just “Student” or “Jobseeker”.
Use vague language like “hard-working” or “team player” without proof.
Forget that tone, visuals, and even your email address contribute to your personal brand.
5. You’re not applying enough
While quality matters, volume also holds significant value. Relying on just a few "perfect" roles can be a risky strategy. That's why it's essential to go beyond simply customising your CV. You need to start playing the numbers game.
Focus on applying to as many roles as you’re genuinely qualified for to increase your chances of landing interviews.
Apply to jobs where you meet at least 70-80% of the qualifications.
Use a spreadsheet to track your progress and manage applications and follow-ups.
6. You’re relying solely on applications
Unfortunately, just submitting applications isn’t enough. This is just one part of job hunting. Successful jobseekers also dedicate time to networking, which can be a powerful tool in finding the right opportunities.
Here are our top recommendations:
Attend conferences, UK job fairs, meetups and industry panels to meet professionals in your field and gain valuable insights.
Don’t be afraid to message potential employers, recruiters, or connections via email or LinkedIn to introduce yourself and express interest in their work or start genuine conversations.
After applying, send a short, polite message to the hiring manager or recruiter. Building meaningful relationships and maintaining an active presence in your industry can open doors to opportunities that traditional applications might not reveal.
Linkedin message
Hi Sarah, I hope this message finds you well. My name is Amber Smith, and I am a university student majoring in marketing. I've been following your impressive career in this field, and I'm reaching out to connect with professionals with valuable insights into the industry. As I am on the cusp of entering the workforce, I would greatly appreciate any advice or guidance you could offer regarding breaking into the marketing world. I look forward to the possibility of connecting with you and learning from your experiences. Best regards, Amber Smith
Linkedin status update
Hi everyone! Exciting news: I've officially graduated with my degree in Marketing! After an incredible journey full of learning, creativity, and growth, I'm now looking for the next step: an opportunity in the London area to apply my skills and passion in the marketing industry. I'm particularly interested in roles related to digital marketing, brand strategy, and content creation, but I'm always open to new challenges and experiences. If you're hiring or know of any opportunities, I'd love to connect!
7. You need to find other ways to stand out
Submitting your application to the ATS isn't the final goal, but getting a real person to see your work is. This requires you to get creative and not simply do what the company wants you to do.
Check out these ideas:
Write a compelling cover letter: Even if it’s optional or not required, it’s actually one of the best ways to show personality, motivation, and why you’re a great fit. So don’t skip this part!
Get creative: Think outside the box to grab attention. Send a video pitch, build a mock project, or publish a relevant article, whatever showcases your value in a way others aren't doing.
By taking these steps, you’ll significantly increase your chances of making a memorable impact.
8. You don’t have a matching cover letter
If you’re not including a good cover letter, or using a generic, copy-paste version, you could be missing a valuable opportunity to connect with the employer.
A professional, personalised cover letter can:
Show that you’ve researched the company and understand its goals.
Demonstrate genuine enthusiasm and your reasons for applying.
Explain career changes, gaps, or transitions.
Be your direct line to the hiring team and a chance to tell your story in your own words.
Use a tailored intro
“Dear Hiring Manager, I’m excited to apply for the Junior Project Manager role at GreenTech. Your recent advancements in sustainable logistics truly inspired me to pursue this opportunity.”
Use a generic template
“Dear Sir/Madam, I’m writing to apply for the role at your company. I believe I am a good fit.”
Connect yourself to the company
“With 2 years of experience managing timelines and stakeholder updates, I’m confident I can support your upcoming product launches.”
Talk only about yourself
“I’m looking for a role where I can grow and develop my skills.”
Back up claims with examples
“I led a team of five to deliver an app prototype, coordinating weekly stand-ups and client demos.”
Copy-paste the job description
“I have great attention to detail, communication skills, and leadership abilities.”
9. You may be overqualified or pricing yourself out of the role
Even with a strong CV, salary expectations or perceived overqualification can prevent you from being invited to interview. Many employers operate within set salary bands, and if your level of experience or previous roles suggest you are too senior or may expect a higher salary, they might quietly move on to other candidates.
| Why this happens | How to approach it |
|---|---|
| Employers may worry that you will lose interest in the role or leave quickly if it does not feel challenging enough. | Be transparent in your cover letter, particularly if you are applying for a less senior role on purpose, such as for work-life balance, relocation, or a career change. |
| You may be seen as a short-term hire, especially if a better-paid opportunity comes along. | Research typical salary ranges for the role and reflect that understanding in your application. |
| Your CV might suggest a higher expected salary than the company is able to offer, even if you have not explicitly stated it. | If needed, reframe your experience to focus on relevant contributions rather than seniority. |
How to reframe your experience
"While I have led larger teams in previous roles, I am now looking for a more focused position where I can contribute directly and work closely with clients. That is why this opportunity feels like a strong match for me."
For more insights, explore this article on how to negotiate salary in the UK.
10. Sometimes, it's not even about you
Not getting interviews doesn’t always mean you did something wrong. There are often other factors at play, such as:
High competition for the role: Some positions attract hundreds of applicants, making it harder to stand out, even if your application is strong.
An internal hire was already in motion, meaning the company had likely planned to promote or transfer someone from within before considering external candidates.
Budget cuts or hiring freezes may have impacted the role, leading the company to pause or cancel the hiring process.
In these cases, it’s not personal, just business dynamics you can’t control, so don’t be too hard on yourself!
Not getting interviews? Focus on these essentials
Tailor your CV to each job and make it ATS-friendly.
Build your personal brand and improve your online visibility.
Don’t rely only on job boards. Network and be proactive!
Quality applications are key, but quantity helps too.
Some roles are unfillable due to internal or budget constraints. Move on, and don’t dwell!
Next steps?
Create a professional CV using our intuitive CV builder, complete with ATS-friendly CV templates that are fully customisable to your goals and industry. Need a powerful first impression? Explore our expertly designed cover letter templates to match your CV and showcase your personality. Want expert eyes on your application? Try our CV Writing Service for personalised support from industry specialists. And for more career advice, refer to our blog to learn more about how to follow up after a job interview or how to bounce back from a job rejection.
FAQs
Is it normal not to get any interviews?
Yes, it’s completely normal not to get interviews right away. The job market can be extremely competitive, especially in industries or roles with a high volume of applicants, like software development, journalism, digital marketing, or hospitality, among others. Many strong candidates don’t receive responses simply due to the overwhelming number of applications recruiters receive.
Pro tip
If you’re not landing interviews, it doesn’t mean you lack qualifications or potential. Stay persistent, keep applying, and seek feedback to refine your approach and improve your results.
Why am I not getting interviews for jobs I'm qualified for?
While being qualified is a great start, it's often not enough on its own. Recruiters look for candidates who not only meet the listed qualifications but also demonstrate a clear alignment with the specific needs of the role and company. Here are a few possible reasons:
If your CV and cover letter don’t clearly connect your experience to the job, it may be overlooked.
Recruiters quickly scan hundreds of CVs. If yours doesn’t stand out in the first few seconds, it may be passed over.
Companies often weigh personality, communication, and alignment with company values just as heavily as technical skills. So don’t forget to reflect these soft skills throughout your application.
Pro tip
To improve your chances, demonstrate not just what you’ve done, but how it directly solves the company’s problems or supports their goals.
Why isn't my CV getting noticed?
There are several common reasons your CV might be overlooked, even if you're highly qualified:
A cluttered or visually confusing layout can make your CV hard to read quickly.
CVs that don’t match the language used in job postings may be filtered out by ATS.
A CV that’s not tailored to the specific role won’t resonate with hiring managers.
Applying too late can reduce visibility, especially for fast-moving roles.
Sometimes your background may be interpreted as overqualified or underqualified, depending on how it's presented.
Pro tip
Getting a second opinion from a recruiter, career coach, or someone in your target industry can reveal blind spots and lead to impactful improvements.
What is the 30 second rule for a CV?
It refers to the brief amount of time a recruiter typically spends looking at a CV before deciding whether to continue reading. In that short window, you need to:
Hook the employer’s attention with a strong personal profile and place your most relevant accomplishments and skills near the top.
Ensure your CV is easy to navigate with clear headings and consistent formatting.
Tailor your personal statement and work experience to mirror the job you’re applying for.
Use strong action verbs and measurable achievements to catch the eye and communicate impact quickly.
