Your CV has one job: get you an interview. Not impress everyone who reads it, not document your entire career — just earn the next conversation. Most people write CVs that do neither.
## The ten-second test
Recruiters and hiring managers spend an average of seven to ten seconds on an initial CV scan. They're not reading; they're pattern-matching. They want to answer three questions fast: Does this person have the right experience? Are they at roughly the right level? Does anything jump out?
If your CV can't pass that scan, the rest of its content doesn't matter.
## Lead with impact, not chronology
The most common mistake is leading with a generic "professional summary" that says nothing. "Results-driven professional with excellent communication skills" tells a reader exactly nothing. Use your opening section to state clearly what you do, at what level, and what you're known for delivering.
Example: *Senior marketing manager with 8 years in B2B SaaS. Led brand repositioning at two Series B companies, contributing to 40% pipeline growth in both cases.*
That's a CV someone keeps reading.
## Tailor every application
Generic CVs get generic results. Before sending anything, read the job description carefully and mirror the language used for the skills and experience they've prioritised. This isn't dishonest — it's translation. You're making it easy for someone who's read fifty CVs today to immediately see why yours is relevant.
Pick two or three things from the job description that you genuinely match and make sure they're prominent on your CV. Don't bury them on page two.
## Quantify wherever you can
Numbers cut through vague claims. "Managed a team" is weaker than "Managed a team of twelve across three time zones." "Improved customer satisfaction" is weaker than "Improved NPS from 32 to 61 over 18 months." You don't need numbers everywhere — but wherever you can honestly attach a figure, do it.
## Keep it clean and readable
Two pages is fine for most people with more than five years of experience. One page is ideal for early-career candidates. Three pages is almost never necessary. Use a clean font (Calibri, Inter, or similar), consistent spacing, and enough white space that the document breathes.
Avoid tables, columns, graphics, and anything that might confuse an applicant tracking system. Plain, structured text with clear headers is almost always the right choice.
## One final check
Before you send anything: read it out loud. If a sentence sounds awkward spoken, it'll read awkwardly too. And ask yourself honestly — if you knew nothing about this person, would this CV make you want to meet them?
If the answer is yes, send it.