Over the last five years, the job market has changed significantly. Client expectations have changed. Hiring processes have changed. Technology has changed. And, as much as CV advice can sometimes feel like it has stayed the same forever, what employers want to see on a CV today is very different to what they may have accepted a few years ago.
A CV is no longer just a list of duties. It should not simply tell an employer where you have worked and what your job title was. The strongest CVs now show impact, value, personality and potential.
Employers want to understand what you have done, but more importantly, they want to know:
- What difference did you make?
- How did you add value?
- What are you proud of?
- What drives you?
And why should they choose you over someone with similar experience?
That is where a good CV can really set you apart. Whether you work in office support, accountancy and finance, sales, marketing, IT, logistics, supply chain or senior management, your CV needs to help an employer understand not just your responsibilities, but the value you could bring to their business.
Why CV expectations have changed
Over the last five years, recruitment has become more competitive, more skills-focused and more evidence-led.
Many employers are now looking beyond job titles and qualifications. They want to see practical skills, adaptability, achievements and outcomes. They want to know whether you can solve problems, support growth, improve processes, work well with others and make a positive difference.
There is also the rise of AI. Candidates now have access to tools that can produce a CV in minutes, but this has created another challenge: lots of CVs are starting to sound the same.
And that is a problem.
A CV that feels too polished, too generic or too obviously AI-written can lose the very thing that makes it powerful — you.
Employers are increasingly looking for authenticity. They want to see the person behind the experience. They want to understand how you think, what motivates you and what you could bring to their team.
Start with impact, not just responsibilities
One of the biggest mistakes I still see on CVs is when candidates only list what they were responsible for. Responsibilities matter, of course, but they do not tell the full story.
Instead of writing “Responsible for administration duties.”
You could write: “Managed a busy shared inbox of 80+ customer queries per day, improving response times and helping the team meet service level targets.”
That second version gives the employer context. It shows scale. It shows value. It gives them something to remember.
Wherever you can, quantify your experience. Think about how many customers, clients, suppliers, invoices, orders, calls, tickets, projects, budgets, systems or people you worked with. Numbers help bring your CV to life.
That does not mean every bullet point needs a pound sign or percentage attached to it. Some achievements are qualitative. But if you can give evidence, do.
Show Return on Investment (ROI) in a way that fits your role
When I talk about ROI on a CV, I do not mean every candidate needs to show huge sales figures or profit growth.
ROI simply means – what return did the business get from your work?
That return can be financial, operational, cultural or service-led. You might have saved time, improved accuracy, increased customer satisfaction, reduced complaints, supported growth, trained others or made a process run more smoothly.
For example: “Reduced aged debt by £85,000 over six months through consistent credit control, improved customer follow-up and stronger internal escalation processes.”
That is a strong example because it does not just say “credit control”. It shows the result of that work.
Include projects and achievements
Employers do not just want to know what was in your job description. They want to know what you actually achieved.
This is especially important if you have been involved in projects, change, growth, process improvements, new systems, team development or customer retention.
For example: “Supported the implementation of a new CRM system across the sales and customer service teams, helping train 30 users and improve data accuracy.”
Achievements do not have to be huge to matter. Sometimes candidates tell me, “I was just doing my job.” But often, what you see as “just doing your job” is exactly what an employer needs to see.
Reliability is valuable. Consistency is valuable. Improving a process is valuable. Keeping customers happy is valuable. Supporting your team is valuable. Spotting mistakes before they become bigger issues is valuable.
Your CV should reflect that.
Make your CV relevant to the role you want next
A generic CV is rarely the strongest CV. That does not mean rewriting everything from scratch every time you apply for a job. But it does mean taking time to look at the role, understand what the employer is asking for and make sure your most relevant experience is easy to find.
For example, if you are applying for a Finance Assistant role, make sure purchase ledger, sales ledger, reconciliations, Excel, invoice processing, payment runs and finance systems are clearly visible. Do not make the hiring manager work too hard to connect the dots.
Use the same kind of language as the job advert where it feels natural. If the employer is asking for “CRM experience”, “diary management”, “purchase ledger”, “stock control”, “lead generation” or “people management”, and you have that experience, include those terms.
Be human, especially now AI is everywhere
This is probably one of the most important CV tips I can give right now. Please do not let AI strip the personality out of your CV.
There is nothing wrong with using tools to help you structure your thoughts, check spelling or organise your experience. But your CV still needs to sound like you.
Employers can spot a generic CV very quickly. Phrases like “dynamic results-driven professional with a proven track record” appear everywhere, and they do not tell the reader very much.
Instead, be clear and natural.
For example: “I enjoy being the person who brings structure, calm and organisation to a busy team.”
That kind of wording gives your CV warmth and direction. It sounds more like a person and less like a template.
Show what drives you
Skills and experience matter, but employers also want to understand your motivation.
- What drives you?
- Why do you enjoy this type of work?
- What kind of team do you thrive in?
- What standards do you hold yourself to?
- What difference will you make if they hire you?
For example: “I am motivated by building long-term customer relationships and creating opportunities that benefit both the client and the business.”
This is especially important in today’s market, where attitude, adaptability and cultural contribution can be just as important as technical ability.
Your CV should give employers confidence not only in what you can do, but in how you will show up.
Keep the layout clean and professional
Your CV does not need to be fancy. In fact, overly designed CVs can sometimes work against you. Too many fonts, colours, columns, graphics or icons can make the document harder to read and harder for systems to process.
Keep it simple. Use a clear font, consistent headings, bullet points and enough white space. Make sure your contact details are easy to find and your most relevant information is near the top.
Whether you are applying for a Receptionist, Accounts Assistant, Sales Manager, Marketing Executive, IT Technician, Operations Coordinator or Managing Director role, clarity wins.
Do not obsess over keeping your CV to one or two pages
This advice needs a bit of common sense. Yes, your CV should be clear, relevant and easy to read. No, it should not be ten pages long.
But if you have strong, relevant experience and genuinely need to go onto a third page, that is okay.
I would much rather see a clear, well-structured three-page CV than a cramped two-page CV with tiny font, missing achievements and no breathing space.
This is especially true if you are applying for a senior role or you have strong project experience, technical skills, systems knowledge or measurable achievements that deserve space.
The key is relevance. Do not cut out valuable information just to follow an old rule. Equally, do not fill space for the sake of it. Every section should earn its place.
What NOT to include on your CV
There are still some things I see on CVs that really do not need to be there.
In the UK, you do not need to include:
- A photo
- Your date of birth
- Your marital status
- Details about dependants
- Overly personal information
Your CV should focus on your ability to do the job. Dont hide gaps on your CV, they can be explained as part of the interview process or on your CV if written the right way.
You should also avoid too many colours or decorative fonts, long paragraphs that are hard to scan, generic AI-style wording, unexplained gaps, outdated roles taking up too much space, spelling mistakes and formatting errors.
Remember, your CV is a professional document. It should be personal enough to reflect you, but not filled with personal details that are not relevant to the role.
Your CV should not just tell an employer where you have been. It should show them where you can add value next.
The best CVs today are clear, human and evidence-led. They show achievements, not just responsibilities. They include numbers where possible. They explain impact. They reflect personality without becoming unprofessional.
And most importantly, they make it easy for an employer to see why you are worth speaking to.
So, before you send your next CV, ask yourself:
- Have I shown the difference I made?
- Have I quantified my impact where I can?
- Have I included projects and achievements?
- Does this sound like me?
- Can the employer quickly see the value I would bring?
If the answer is yes, you are giving yourself a much stronger chance of standing out in today’s market.
And if you are not sure whether your CV is doing you justice, it may be time to give it a proper refresh. A few small changes can make a big difference to how confidently you present yourself, and how quickly the right employer understands what you could bring to their business.
Get in touch if you are looking for a new job at the moment and one of our team may be able to support your search.