In the digital age of recruitment, many people apply through online job portals. These automated systems scan resumes for keywords, determining who gets a shot at an interview and who gets relegated to the digital discard pile. While keywords are undeniably important, relying solely on them—especially in the context of Keyword-Only Hiring—creates a narrow, often flawed, view of a candidate’s potential. This is especially true in the CPG (Consumer Packaged Goods) industry, where diverse skill sets often transcend simple keyword matches. It’s time to move beyond the buzzwords and take a more holistic approach to hiring.
The truth is that keywords are just one piece of the puzzle. An over-reliance on them can lead to overlooking exceptional candidates who possess the skills and experience needed to excel but haven’t used the exact terminology the intake portal is programmed to recognize. This is particularly relevant in discussions about Keyword-Only Hiring, where important qualifications may be dismissed based on keyword matching alone.
The Limitations of a Keyword-Centric Approach:
- Company job portals: While efficient, online job portals are far from perfect. They operate on rigid algorithms, filtering out resumes based on specific keywords. This can inadvertently exclude candidates who possess equivalent skills but have used slightly different language. For example, a CPG National Account Manager might be passed over because they used “mass retail” instead of “Walmart, Target, etc.”
- The Human Element Lost: Hiring is ultimately about people, not just keywords. Focusing solely on technical jargon can lead to overlooking crucial soft skills like communication, teamwork, and problem-solving. These intangible qualities are essential for success in CPG roles but rarely appear as keywords on a resume.
- The Keyword Stuffing Trap: Desperate to get past AI algorithms, some candidates resort to “keyword stuffing,” cramming their resumes with every conceivable buzzword. This practice not only makes the resume difficult to read but also creates a negative impression with CPG recruiters, who can easily spot the artificial inflation.
- Demonstrated Expertise vs. Mere Listing: Simply listing keywords proves nothing. Candidates should focus on demonstrating their expertise through concrete examples and quantifiable results. Instead of just stating “sold CPG products,” they should highlight specific accounts they’ve managed, outlining their roles, responsibilities, and achievements.
- Beyond the Surface: Companies and CPG recruiters should look beyond the surface and assess a candidate’s overall qualifications. Experience, education, and soft skills are equally important as technical proficiency. A candidate with a strong track record of leadership and collaboration in the CPG industry might be a better fit than someone with a perfect keyword match but limited interpersonal skills.
- The Importance of Tailoring: While avoiding keyword stuffing is important, strategic keyword use is still critical. Candidates should tailor their resumes to each specific CPG job description, highlighting relevant skills and experience and using keywords to increase their chances of passing the algorithm tests.
- Focusing on the “Why”: Instead of just listing skills, candidates should explain how and why those skills are relevant to the specific job and CPG company. This demonstrates a deeper understanding of the role and a genuine interest in the organization.
Embracing a more balanced approach to prevent keyword-only hiring
By embracing a more balanced approach, CPG companies can build teams of talented individuals who not only possess the necessary skills, but also bring unique perspectives, diverse backgrounds, and real-world experiences to the table. This means looking beyond rigid assessment metrics and leaning into human connection—interviews that spark meaningful conversation, references that reveal character, and instincts that recognize potential. When companies prioritize both capability and chemistry, they create cultures that innovate, adapt, and thrive. Ultimately, it’s the people—dynamic, thoughtful, and motivated—not the keywords on a résumé or a perfect test score, who drive success in the ever-evolving CPG marketplace.
