For job seekers words are key—on their resumes, LinkedIn profiles, cover letters and even personal websites. Why? Gone are the days when a handshake, a smile, and a conversation determined your job eligibility or compatibility with a company. Today, your first impression is made online—often through an impersonal computer program—and that impression is made solely with words. The right words unlock networking contacts, job interviews, and business opportunities. Unfortunately, the English language can often be confusing: homonyms (to, too, and two), acronyms (IBM), correct punctuation, and even multiple spellings of personal names, can trip up an otherwise successful resume or profile.

Here are some simple rules to unlock the right words. For all Marketing materials, including resumes, LinkedIn profiles, cover letters, memos, emails, business cards, websites ….:

Figure out the keywords specific to your industry and job.
 Study job advertisements for the types of personality and experience your industry values. Is a company you’re researching need ambitious, goal-oriented professionals with extensive experience and proven success who demonstrate strong relationship building and communication skills? If so include these keywords in all your career management material.

Use spelled-out words as well as acronyms in all material.
Is a company looking for your Business-to-Business or Year-over-Year statistics? Do they need specialists in Information Technology (IT) or Mergers & Acquisitions (M&A)? Spell it out, followed by the acronym. For example: Ambitious, goal-oriented professional with extensive experience in Business-to-Business (B2B)… Or: …proven track record generating above profitability year-over-year (YOY)…

Using alternate spellings in LinkedIn and marketing materials.
To ensure successful searches include alternate spellings of personal names and other words. In LinkedIn, job seekers should consider entering alternate spellings of their name in the Name Field. For example: Eric (Erik), John (Jon), Joe (Jo), Amy (Aimee), Ashley (Ashlee), Allan (Allen), Stacy (Staci), Jenny (Jennie), Cathy (Kathy, Kathi)

Words that can be spelled multiple ways or hyphenated should be used twice within the document. For example: keywords/key words, non-profit/non profit, adviser/advisor, detailed-oriented/detailed oriented

Do not use periods after degrees or certifications.
The words you choose do make a difference. Match your qualifications to employers’ exact needs, and you may find that you are the perfect match for them.