With digital marketing jobs growing at twice the national average rate, careers in the field have an excellent outlook. But to stand out from the pack and land a well-paid role, you’ll need to grab the attention of your employer and make a lasting first impression. This is where your cover letter and resume come into play.
Hiring managers may have hundreds of applications to process. They simply don’t have the time to fully assess each candidate off the bat. Instead, they shortlist applications by scanning through their resumes.
This means that drafting your resume is one of the most important elements for any job application. Get it right, and you’ll breeze through the filtering process. But mess it up, and you could be waiting a while for that interview call.
To help you succeed, we’ve put together this guide on writing the perfect digital marketing resume. Let’s start by looking at some of the keywords you’ll need to pass automated filtering systems.
Applicant Tracking Software (ATS) Keywords
Many companies use ATS to speed up the hiring process. This specialized recruitment software automatically scans resumes for certain keywords. Senior management sets keywords based on the skills and experience they’re looking for in a candidate. Resumes that don’t match these pre-defined keywords are never actually seen by the hiring manager.
The good news is, you can find all the answers in the job description. Read it several times and make a note of any skills, experiences, or specific tools that are mentioned. If you possess the required skills, be sure to include them in your resume, using the exact same vocabulary as the recruiter.
Digital marketing is a vast field with various specializations. The skills and keywords required to pass through the ATS can vary depending on the role. We’ve compiled a list of common keywords for several digital marketing positions. You can use this list as a guide, but remember to check the actual job description for a more accurate list of keywords.
Job Title: SEO Executive
- Google algorithm
- Google Analytics
- Keyword density
- Keyword research
- Link building
- Meta tags
- On-page and off-page SEO
- Organic traffic
- Search engine result page (SERP)
Job Title: Social Media Manager
- Audience engagement
- Engagement rate
- Social media marketing roadmap
- Social media marketing strategy
- Target audience
Job Title: Digital Marketing Content Writer
- Ad copy
- Brand voice
- Content management system
- Content marketing
- Landing page
- Target audience
- Tone and style
Job Title: Conversion Rate Optimizer
- A/B split testing
- Bounce rate
- Conversion rate
- Lead-to-customer conversion rate
- Marketing conversion paths
- Marketing funnel
- Qualified marketing leads
Job Title: Digital Marketing Executive
- Arrange webinars and webcasts
- Digital marketing campaigns
- Paid advertising
- Performance metrics
- Search engine optimization
- Social networking channels
Job Title: Search Engine Specialist
- Collecting and analyzing data
- Identifying trends and insights
- Paid search campaigns
- Website analytics
Key Hard Skills to Mention on Your Digital Marketing Resume
Hard skills (or technical skills) are role-specific skills that require focused training and experience to master. They’re usually non-transferable across different jobs and industries. Strong technical skills will add immense value to your hiring company, so they’re an important part of your resume.
1. Customer Retention
This skill collectively refers to a range of different activities and strategies used by businesses to retain customers. In a digital marketing role, this can include email newsletters, personal messaging, and product recommendations. You can also boost customer retention with digital retargeting ad campaigns. When mentioning customer retention on your resume, be sure to provide details and real-life examples. You can calculate your customer retention percentage over a given time period.
2. Social Media Integration
Social media is a powerful and extremely cost-effective marketing tool. Employers love to see creative examples of how you’ve used social media to increase customer engagement and boost sales. Whether you have experience in Facebook, Instagram, or Twitter, include how you leveraged the platform and the impact your campaign had.
3. Search Engine Optimization (SEO)
SEO is the process of optimizing and improving a website’s ranking for specific search terms in search engines like Google. The higher a website ranks, the more traffic it will receive. If you have SEO skills in link building, keyword research, and site speed optimization, be sure to mention them on your resume. Provide evidence of your SEO performance. For example, you can say you increased organic traffic by 50% over a 3-month period following a focused SEO plan.
4. Analytics, Tracking, and Visualization
Analytics tools like Google Analytics help you understand how users interact with online services. Data visualization tools like Tableau allow you to present your discoveries to company stakeholders. Popular data visualization tools include Google Charts, Plotly, RAW, and Leaflet.
Role-Dependent Technical Skills
In addition to the above skills, the following technical areas may also be required:
- Campaign management
- Content creation and storytelling
- Conversion rate optimization
- Data-driven marketing
- Landing page design
- Market analysis
- Paid advertising
- Video production
- Web development
Quantify Your Skills by Providing Real-Life Examples
Hiring managers have to go through a stack of resumes that will often repeat the same skills. To make yourself more distinct, always try to include statistics, anecdotes, or facts to accompany your skills. For example: I have 3 years of experience in conversion rate optimization (CRO). In my previous role, I decreased the bounce rate of our landing page by 25% and increased sales by 10% by performing A/B split testing.
Key Soft Skills to Mention on Your Digital Marketing Resume
Soft skills (or interpersonal skills) demonstrate how well you’ll fit into the company’s working culture. They’ll give the prospective employer an idea about how you handle stress, how you lead a team, and how well you can manage your time. These skills aren’t job-specific so can be transferred across different roles.
The following list highlights some important soft skills required to become a digital marketer.
As a digital marketing professional, you’ll be working on multiple projects simultaneously. To be able to do your job effectively, you should be skilled in multitasking. You’ll need to practice task prioritization, time management, and organization skills.
2. Creative Thinking
Creativity is an indispensable quality for anyone involved in marketing. You should have a way with words, visual designs, and ideas that connect with people. You’ll need to think outside the box and come up with never-done-before social media campaigns to drive customer engagement and increase sales.
3. Passion for Tech
Digital marketing moves fast. The web is constantly evolving and you’ll need to keep your finger on the pulse to identify the next big trend. You’ll need a good knowledge of both new and existing platforms. You should be able to identify the strengths and weaknesses of each system and understand how to leverage it to promote products and services. Your job will require you to handle social media, marketing platforms, and project collaboration tools. If you aren’t comfortable with technology, start learning the required tools, and develop your skills.
4. Analytical Mindset
Analytics is an important part of digital marketing and covers a variety of skills. Without analytics, you have no way of knowing what works and what doesn’t.
You’ll need a passion for understanding numbers and reports. With an interest in how to optimize campaigns and get the most out of your digital marketing efforts. You’ll need to be familiar with Google Analytics for measuring and tracking website performance. You’ll also need to understand social media metrics like click-through-rate, impressions, quality score, and average view duration for YouTube videos. All these tools require an analytical mindset.
5. Persuasion and Negotiation Skills
Marketing a product or service translates into convincing people why they should buy your product over the other options available. You’ll need to be persuasive and highlight key features and benefits.
You’ll also need negotiation skills as you work with team members and try to push your idea forward. You may need to motivate colleagues and sell them on your vision.
Resume Formatting Guide
How you format your resume and organize the information is important. Avoid mistakes like putting the most important skills at the end. Your biggest achievements should be easily visible. You should also make sure you focus on your strengths.
The most preferred format is reverse-chronological. It starts with your most recent and relevant work experience and works backward. You can adapt this format to your own situation. For example, if you’ve recently graduated from college, you can start off with your recent internships instead of past jobs.
Make sure you include the following on your resume:
- In two to three lines, outline your work experience, current goals, and strengths.
- Start with your current organization. Write about your achievements and the projects you worked on. Follow this with your skills.
- Write down your technical skills and soft skills. Quantify them with concrete achievements whenever possible.
- Highlight your education. Be sure to mention any other certifications in digital marketing.