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Create ResumeYour CV may be attracting the wrong jobs because it is sending the wrong signals. In the UK job market, recruiters and hiring managers do not read your CV as a full career story first. They scan it for patterns: job titles, responsibilities, seniority, sector, keywords, commercial impact, progression, and whether you look like a match for the role they are trying to fill. If your CV is too broad, outdated, task heavy, poorly targeted, or unclear about your direction, it can position you for roles you do not actually want. The frustrating part is that your CV may not be “bad” at all. It may simply be effective at attracting the wrong audience. That is the bit most candidates miss.
When candidates tell me, “I keep getting approached for roles I do not want,” I usually look at the CV before I look at the job market. Not because recruiters are innocent little angels floating around LinkedIn with perfect judgement. We are not. But because recruiters work from signals, and your CV is one of the strongest signal documents you have.
A CV attracts the wrong jobs when it overemphasises the wrong parts of your experience, hides the right parts, or describes your background in a way that points recruiters towards a different level, function, industry, or career direction than the one you actually want.
This happens a lot in the UK because candidates often try to make their CV “flexible”. They want to keep options open, so they include everything. Every duty. Every skill. Every system. Every side responsibility. Every past identity. The result is not flexibility. It is confusion.
A confused CV does not create more opportunity. It creates weaker matching.
Recruiters are not asking, “Could this person possibly do something vaguely related to this job?” They are asking, “Can I quickly understand where this person fits, what they are strong at, and whether I can confidently send them to a hiring manager?”
If your CV does not answer that clearly, people will make assumptions. And those assumptions are often not in your favour.
This is one of the biggest CV misconceptions I see.
Many candidates treat their CV like a historical document. They think its job is to show everything they have done. But in hiring, a CV is not just a record. It is a positioning document.
That difference matters.
A record says, “Here is everything I have been responsible for.”
A positioning document says, “Here is the type of candidate I am, the value I bring, and the roles I should be considered for next.”
Most poor fit job approaches come from a CV that records too much and positions too little.
For example, if you are trying to move into strategic HR business partnering but your CV is dominated by payroll, employee relations casework, onboarding, and HR administration, recruiters will keep seeing you as operational HR support. That may not be because they lack imagination. It is because your CV has trained them to read you that way.
If you want commercial finance roles but your CV reads like a month end reporting profile, you will attract reporting roles.
If you want senior marketing strategy roles but your CV focuses heavily on social media posting, campaign scheduling, and content calendars, you will attract execution heavy roles.
The job market reacts to the story you make easiest to understand.
A CV can misfire for several reasons. Usually, it is not one single problem. It is a combination of weak positioning, unclear relevance, and the wrong emphasis.
A broad CV feels safe to candidates. It feels like you are saying, “Look, I can do lots of things.”
To a recruiter, it often reads as, “I am not sure what this person is best suited for.”
That matters because most recruiters are not searching for general capability. They are searching for evidence against a specific brief. A vague all rounder profile may sound impressive in your head, but it can make you harder to place.
Weak Example
“I am a motivated professional with experience across administration, customer service, sales, operations, stakeholder management, reporting, recruitment, compliance, and project support.”
This tells me you have done a bit of everything. It does not tell me what you should be hired for next.
Good Example
“I support fast moving operations teams by improving workflow, reporting accuracy, supplier coordination, and service delivery across multi site environments.”
That version gives me a clearer lane. It still shows range, but it organises the range around a role direction.
This is where candidates sometimes resist. They worry that narrowing their CV will reduce opportunities. In reality, a better positioned CV usually increases the right opportunities and reduces noise.
A task based CV lists what you were responsible for. A value based CV shows what changed because you were there.
Recruiters see task lists all day. They are easy to skim and easy to forget.
For example:
Weak Example
“Responsible for managing customer queries, updating records, preparing reports, supporting meetings, and liaising with internal teams.”
That could belong to thousands of candidates. It is accurate, but it does not separate you from anyone.
Good Example
“Improved customer response times by streamlining query handling, cleaning up CRM records, and creating weekly reporting that helped managers identify recurring service issues.”
Now I can see impact, not just activity.
The harsh truth is that responsibilities do not prove performance. They prove exposure. Hiring managers want to know what you did with that exposure.
If your CV is full of responsibilities but light on outcomes, you may attract roles at a lower level than you want because the document does not prove progression, ownership, or commercial judgement.
Your early career can still matter, but it should not dominate your current positioning.
I often see CVs where the candidate wants a senior role, but the strongest detail is buried in older jobs or the most visible content is from work they no longer want to do.
This creates a strange mismatch. The candidate says they want leadership, strategy, transformation, or advisory work. The CV spends most of its space describing junior delivery tasks from years ago.
Recruiters scan from the top down. If your recent experience does not clearly show your current level, many will not dig through older roles to rescue the story.
That may sound unfair, but it is how screening works when someone is reviewing large volumes of applications.
Your CV should give the most space to the experience that best supports your next move. Older or less relevant work can be shortened. You are not deleting your history. You are controlling the emphasis.
Job titles are not consistent across companies. A “Manager” in one business may lead a team of twenty. In another, it may mean individual contributor with a fancy title and a mild dependency on caffeine.
Recruiters know this, but they still use titles as shortcuts.
If your job title does not reflect your true level or function, you need to add context quickly.
For example:
Weak Example
“Operations Manager”
This could mean anything from office coordination to regional operational leadership.
Good Example
“Operations Manager responsible for service delivery, supplier performance, and workflow improvement across three UK sites, managing a team of twelve.”
That gives the title weight.
The same applies if your title sounds too narrow. If your role is “Coordinator” but you are managing projects, stakeholders, budgets, or process improvement, your CV needs to show that. Otherwise, you may keep being approached for coordinator level roles even when your actual work has moved beyond that.
Keywords matter, but not in the silly way people sometimes talk about applicant tracking systems. An ATS is not usually a magical robot deciding your entire career while laughing in binary. The bigger issue is human and system matching.
Recruiters search databases, LinkedIn, job boards, and applicant tracking systems using terms linked to job titles, skills, industries, systems, qualifications, and responsibilities. If your CV is packed with keywords from work you are trying to leave behind, you will keep appearing in the wrong searches.
For example, if you no longer want sales roles but your CV repeatedly uses “lead generation”, “cold calling”, “pipeline development”, “business development”, and “closing deals”, you are going to attract sales recruiters.
If you want project management but your CV mainly says “administration”, “diary management”, “coordination”, and “support”, you may be pulled into admin searches rather than project roles.
This does not mean stuffing your CV with trendy terms. It means using the language of the role you actually want, as long as it truthfully reflects your experience.
The personal profile is often where CV positioning either becomes clear or collapses into beige wallpaper.
A vague profile attracts vague attention.
Phrases like “hard working”, “enthusiastic”, “team player”, “excellent communicator”, and “works well under pressure” do not help recruiters understand your fit. They are not terrible because they are false. They are terrible because they are unhelpful.
A strong profile should answer:
What type of professional are you?
What environment or function do you understand?
What problems do you help solve?
What level of responsibility have you operated at?
What direction does your experience support?
For example:
Weak Example
“I am a hard working and reliable professional with excellent communication skills and a passion for delivering results.”
This could sit on almost any CV in almost any industry. That is the problem.
Good Example
“Commercially minded HR Advisor with strong employee relations, policy, and stakeholder management experience across UK multi site environments. Known for supporting managers through complex people issues while improving consistency, documentation, and risk management.”
Now the reader knows where this person fits.
This is subtle, but important.
A CV can be factually accurate and strategically wrong.
If your CV is built around the jobs you have had, rather than the jobs you are targeting, it will naturally attract more of the same. That may be fine if you want a straight line move. It becomes a problem when you want progression, a career pivot, a sector change, or a better quality role.
The question is not, “Does my CV describe what I have done?”
The better question is, “Does my CV make my next step look logical?”
If the next step is not obvious, the recruiter has to do extra work. Some will. Many will not. Hiring managers are even less likely to do that work when they have other candidates whose CVs already match the brief cleanly.
This is why candidate positioning matters. You are not inventing a new identity. You are arranging truthful evidence so the reader reaches the right conclusion.
Candidates often assume recruiters read CVs carefully and then decide what possibilities exist. In reality, most screening starts with pattern recognition.
A recruiter will quickly notice:
Your current and previous job titles
The sectors and company types you have worked in
The level of responsibility you appear to hold
Whether your experience matches the role brief
Whether your achievements look relevant or generic
Whether your CV direction is clear
Whether your salary, seniority, and role level seem aligned
Whether you look easy or risky to present to a hiring manager
That last point is important. Recruiters are not just assessing whether you can do the job. They are assessing whether they can explain your fit confidently.
If your CV creates too many questions, it becomes harder to represent you. Questions are not always bad, but unanswered questions create risk.
For example:
Why is this person applying for a lower level role?
Are they genuinely interested in this function or applying broadly?
Do they have the depth needed, or just light exposure?
Are they trying to move away from their current field?
Will the hiring manager understand this profile quickly?
Is this person likely to accept this salary level?
Are they overqualified, underqualified, or just badly positioned?
This is the behind the scenes bit candidates rarely see. A CV is not only judged on information. It is judged on confidence. Can the recruiter confidently move you forward?
A mispositioned CV weakens that confidence.
You do not need to guess whether your CV is sending the wrong message. The market usually gives you clues.
Your CV may be attracting the wrong jobs if:
Recruiters repeatedly contact you about roles below your level
You are approached for work you did years ago but no longer want
You apply for one type of role but receive interest for another
Hiring managers misunderstand your seniority
You get interviews, but the role turns out to be different from what you expected
You are told you are “too operational” for strategic roles
You are told you are “too senior” for roles you thought were suitable
You keep getting contract, temporary, junior, or support roles when you want permanent or leadership opportunities
Your applications are ignored despite having relevant experience
Your CV gets attention, but not from the right employers
That last one is especially frustrating. Attention feels like progress, but wrong attention wastes time.
If you keep attracting irrelevant roles, do not only blame the market. The UK job market can absolutely be messy, inconsistent, and full of vague job adverts. But if the same mismatch keeps happening, your CV may be reinforcing it.
This is where many capable candidates get stuck.
Being qualified means you can do the role.
Being positioned correctly means the reader can see that quickly, clearly, and confidently.
Those are not the same thing.
I have seen strong candidates lose out because their CV made them look junior, scattered, too narrow, too broad, too hands off, too technical, too operational, or too removed from the work the hiring manager cared about.
The candidate was not necessarily wrong for the job. The CV made the wrong case.
This happens often with:
Career changers who rely too much on transferable skills without proving relevance
Senior professionals whose CVs still read like delivery level documents
Specialists who bury their niche expertise under generic descriptions
Candidates returning after a career break who do not explain their current direction
Contractors who look too temporary for permanent roles
Generalists who do not define their strongest commercial value
Candidates moving into the UK job market who use CV formats or terminology that do not match British hiring expectations
A hiring process does not reward hidden relevance. It rewards visible relevance.
That may sound blunt, but it is one of the most useful truths in recruitment.
Repositioning your CV does not mean exaggerating. It means making better choices about what to lead with, what to reduce, what language to use, and what evidence to show.
Before editing your CV, look at the type of role you actually want next. Not a fantasy role with twelve unrelated responsibilities and a salary band written by someone optimistic. A realistic target role.
Ask yourself:
What job titles am I targeting?
What level am I aiming for?
What industries or company types make sense?
What problems would I be hired to solve?
What experience must be obvious within the first few seconds?
What parts of my background are no longer relevant enough to lead with?
This stops your CV becoming a storage unit for every professional thing you have ever touched.
A strong CV is selective. It should not be dishonest, but it should be disciplined.
Your profile should not be a personality paragraph. It should set the frame for the whole CV.
A useful structure is:
Your professional identity
Your strongest relevant experience
The business problems you help solve
Your target direction or value area
For example:
Good Example
“Finance Business Partner with experience supporting UK commercial teams through budgeting, forecasting, margin analysis, and performance reporting. Strong track record of turning financial data into practical insight for sales, operations, and senior leadership teams.”
This tells me the candidate is not just “in finance”. It tells me how they create value and where they fit.
Your current or most recent role carries the most weight. If that section is misaligned, the rest of the CV has to work too hard.
Look at each recent role and ask:
What part of this role is most relevant to my target job?
What should be reduced because it points to the wrong role type?
Which achievements prove the level I want?
Which responsibilities show the right kind of judgement?
Which keywords should appear naturally because they match my target market?
For example, if you want a project manager role, do not let your most recent role read like pure administration. Show planning, delivery, timelines, stakeholders, risks, budgets, reporting, coordination, and outcomes.
If you want a leadership role, do not only list hands on tasks. Show team direction, decision making, performance improvement, stakeholder influence, hiring involvement, process ownership, and measurable results.
The reader should not have to guess your level.
This is the part candidates often avoid because they feel attached to their full history.
But if certain details keep attracting the wrong roles, reduce their prominence.
That may include:
Old technical skills you no longer want to use
Junior tasks from early career roles
Industry language from a sector you are leaving
Repeated keywords linked to unwanted work
Responsibilities that make you look more support level than you are
Excessive detail from jobs that do not support your target direction
You do not need to erase experience. You need to stop giving the wrong information premium space.
CV space is not neutral. The more space you give something, the more important it looks.
Achievements should not just sound impressive. They should support the role you want.
For example, “increased sales by 20 percent” is useful for a sales role. It may be less useful if you are trying to move into operations unless you explain the operational contribution behind the result.
A better version might be:
Good Example
“Improved order fulfilment process, reducing delays and supporting a 20 percent increase in repeat customer revenue.”
Now the achievement supports operations, not just sales.
This is where strong CV writing becomes strategic. You are not just adding numbers. You are choosing evidence that points in the right direction.
If you are applying in the United Kingdom, your CV needs to feel familiar to UK recruiters and hiring managers.
That usually means:
A clear two page structure for most professionals, unless your sector expects otherwise
No photo unless specifically relevant to your field
No unnecessary personal details such as date of birth, marital status, or full address
Clear job titles, employer names, locations, and dates
Strong recent experience sections
Relevant keywords that match UK job adverts
Concise achievement led bullet points
Qualifications, certifications, and right to work details where relevant
UK hiring is often pragmatic. Hiring managers want to see relevance quickly. Recruiters want to understand where to place you. Your CV needs to make both jobs easier.
Career changes are where CV mismatch becomes especially common.
Candidates often say, “I have transferable skills.” That may be true, but transferable skills alone are not enough. Hiring managers hear “transferable skills” constantly. What they need is proof that your background reduces risk.
If you are moving into a new type of role, your CV should show:
Why the move makes sense
Which parts of your experience are directly relevant
What evidence proves you can operate in the new role
What gaps you have already addressed
How your previous background adds useful value rather than looking random
For example, if you are moving from retail management into HR, do not just say you have people skills. Show employee relations exposure, rota and absence management, performance conversations, recruitment involvement, onboarding, policy application, and manager coaching.
If you are moving from teaching into learning and development, show curriculum design, stakeholder engagement, training delivery, assessment, learning outcomes, facilitation, and digital learning tools.
If you are moving from customer service into account management, show retention, relationship building, commercial awareness, issue resolution, upselling, renewals, and client communication.
The mistake is assuming the recruiter will connect the dots. They might, but your CV should not rely on generosity.
This matters because vague hiring language can lead candidates to write vague CVs.
When employers say they want someone “dynamic”, they often mean they want someone who can handle change without needing constant hand holding.
When they say “commercially minded”, they usually mean they want someone who understands cost, revenue, efficiency, customers, risk, or business priorities, not just someone who uses the word commercial in a profile.
When they say “strategic”, they often mean they want someone who can make decisions, influence others, prioritise, and connect work to business outcomes. They do not mean someone who has attended meetings with the word strategy in the calendar invite.
When they say “hands on”, they may mean the role is under resourced and you will be expected to both think and do. Glamorous? Not always. Important to know? Absolutely.
When they say “fast paced”, they may mean urgent, reactive, messy, high growth, understaffed, or all of the above wearing a blazer.
Your CV should respond to the real meaning, not just the wording. If a role requires stakeholder management, show the types of stakeholders, the context, the friction, and the outcome. If it requires strategic thinking, show decisions, trade offs, priorities, and commercial impact.
Generic language attracts generic judgement.
Some CV mistakes do not stop you getting attention. They simply attract the wrong attention.
Not every skill deserves equal visibility. If you list ten unrelated skills, you make it harder for the reader to identify your strongest value.
A CV should create hierarchy. The most relevant skills should appear first, most often, and in the strongest context.
Sometimes candidates use inflated, internal, or unusual job titles without explaining them. If your official title is unclear, add context.
For example, “Client Success Lead” might need clarification if the market would understand your work better as account management, customer success, implementation, or service delivery.
Do not make recruiters decode your organisation’s internal language. We have enough nonsense to decode already.
This often happens when candidates use passive language.
Phrases like “assisted with”, “helped with”, “involved in”, and “supported” can be accurate, but overusing them can weaken your level.
If you owned the work, say so. If you led it, say so. If you influenced it, say so. Be honest, but do not shrink your contribution.
Your CV does not need a paragraph about being passionate, motivated, and able to work independently or as part of a team. That line has done enough damage to British CVs. Let it rest.
Use the space to show market relevance.
A single CV can work for a narrow set of similar roles. It will not work equally well for every possible job.
If you are applying across different role types, you may need different CV versions. Not fake versions. Targeted versions.
For example:
One CV for HR Advisor roles
One CV for People Partner roles
One CV for Talent Acquisition roles
Each version should emphasise different evidence.
Before sending your CV, ask these questions:
Can a recruiter understand my target role within ten seconds?
Does my profile clearly position me for the work I want next?
Does my most recent experience support that direction?
Have I reduced detail that attracts roles I no longer want?
Do my achievements prove the right level of responsibility?
Are my keywords aligned with the UK roles I am targeting?
Does my CV make me look too junior, too broad, or too scattered?
Have I explained unclear job titles or unusual career moves?
Would a hiring manager understand why I am relevant without needing extra explanation?
Does every section strengthen the same professional story?
If the answer to any of these is no, your CV may still get responses, but they may not be the responses you want.
A lot of CV advice focuses on getting more interviews. That sounds useful, but it is not always the right goal.
More interviews with the wrong employers, wrong salaries, wrong role levels, and wrong responsibilities will only drain you.
The better goal is sharper matching.
A well positioned CV should help the right recruiter understand you quickly, help the right hiring manager see relevance, and reduce the number of poor fit conversations you have to sit through politely while wondering how your life got here.
Your CV should make your next move easier to explain.
That is the standard I would use. Not “Does this sound professional?” Not “Does this include everything?” Not “Would my old manager like it?”
Ask: “Does this CV position me for the right jobs?”
If not, it is not working hard enough for you.
Written by Simar Malhi, a recruiter and headhunter with international recruitment experience. I write about CVs, job applications, hiring decisions, and the reality behind recruitment processes. My goal is to help candidates understand more honestly how employers, recruiters, and hiring managers actually select candidates.
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