Goodman Masson

Artificial intelligence (AI) has changed the way employers and candidates approach the entire hiring process. A key part of this is the Applicant Tracking System (ATS), software used by employers to screen CVs and applications before a human ever sees them. Understanding how ATS works is essential to competing effectively in today’s job market.

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For candidates, competing in the age of AI means acknowledging that technology is embedded in every stage of the job search, from application screening to interview preparation. While AI can make your job hunt more efficient, and your applications more polished, an increasingly automated environment can make it harder to stand out.

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At Goodman Masson, we see both sides of this transformation. Technology helps match talent to opportunity faster than ever, but meaningful careers are still built on human understanding, relationships, and long-term alignment. In this article we’ll guide you through what competing in the age of AI means in practice, and how you can balance technology with a more human approach to stand out.

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Why You Need to Optimise Your CV for ATS

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If you’ve ever applied for a job online, you’ve likely already encountered an Applicant Tracking System, even if you didn’t realise it. An Applicant Tracking System (ATS) is software used by employers and recruiters to manage job applications. It scans CVs, filters candidates based on keywords, and ranks applicants against job requirements. This allows hiring teams to process large volumes of applications quickly and efficiently.

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Modern ATS systems increasingly incorporate AI technologies to improve their screening capabilities. AI can analyse patterns in successful applications, assess semantic relevance beyond simple keyword matching, and even predict candidate suitability based on historical hiring data. However, this also means that your CV needs to be optimised not only for keyword presence but also for clarity, relevance, and structure to ensure AI-enhanced ATS can accurately assess your fit for the role.

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Around 70% of large enterprises use an ATS to help sort and screen applications, as do 20% of small businesses and 75% of recruiters. This means your CV is often reviewed by software before a human ever sees it. Competing in the age of AI therefore starts with understanding how these systems work.

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An ATS looks for:

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Relevant keywords aligned to the job description
Clear formatting that can be easily parsed
Logical structure (headings, job titles, dates)

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If your CV is overly designed, lacks key terminology, or is formatted inconsistently, it may not pass initial screening.

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However, optimising your CV for ATS does not mean removing personality or depth. It means ensuring your experience is clearly communicated in a way that both technology and humans can understand.

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At Goodman Masson, we encourage candidates to think of their CV as both a technical and personal document. It needs to perform well in systems, but also tell a compelling story when it reaches a recruiter.

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How AI is Shaping Job Applications

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Artificial Intelligence is increasingly influencing the hiring process for both employers and candidates. Because AI can help employers manage large numbers of applications quickly, it’s use is growing. According to LinkedIn, 93% plan to increase their use of AI in 2026.

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AI is also impacting how people search and apply for roles. LinkedIn found that 81% of candidates already use or plan to use AI in their job search, whether that’s CV writing tools or job matching platforms and 48% say AI tools boost their interview confidence.

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But competing in the age of AI is not about outsourcing your voice entirely to technology. Over-reliance on AI-generated content can lead to generic applications that lack authenticity. The most effective candidates use AI as a support tool, not a replacement for their own experience and perspective.

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The Rise of AI Interviews

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Another emerging trend is the use of AI interviews. These can include:

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Pre-recorded video interviews assessed by algorithms
Automated scoring based on language, tone, and facial cues
Chatbot-led screening conversations

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While these processes aim to streamline hiring, they can feel impersonal and, at times, challenging for candidates to navigate. It’s important to be aware of AI interviews and prepare accordingly. Practising clear, structured answers and maintaining confidence on camera can make a difference.

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At Goodman Masson, we take a different approach. We do not rely on AI interviews. Instead, we prioritise direct conversations and human interaction, taking the time to understand your motivations, experience, and long-term goals.

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This is a reflection of our belief that people are more than data points.

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Why the Human Touch Still Matters

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While technology plays a growing role, recruitment is still fundamentally about people. Competing in the age of AI means recognising that:

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Technology can filter, but it cannot fully understand nuance
Algorithms can match keywords, but not ambition or potential
Systems can process data, but not build relationships

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At Goodman Masson, we have spent over 30 years meeting hundreds of thousands of professionals. That depth of interaction gives us insight that goes beyond what any system can capture.

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When a new role comes in, we don’t just rely on applications. We search our network and database to find the right individual. This is why keeping your profile updated is so important.

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Often, the best opportunities come not from applying, but from being found.

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Practical Steps to Strengthen Your job Search

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To position yourself effectively, focus on a combination of technical optimisation and personal clarity.

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Keep Your CV Updated
Regularly review your CV to ensure it reflects your latest experience and achievements.
Optimise Your CV for ATS
Use relevant keywords, clear formatting, and structured content.
Be Intentional With AI Tools
Use them to refine your applications, but ensure your voice remains authentic.
Prepare for AI Interviews
Practise concise, confident responses and become comfortable with video formats.
Stay Visible to Recruiters
Update your profiles and maintain contact with your network.
Focus on Long-Term Alignment
Look beyond the job description and consider culture, growth, and purpose.

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Competing in the age of AI requires adaptability, but also clarity about what makes you unique.

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How Goodman Masson Combines AI with Expertise

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Technology is a powerful enabler, but it works best when combined with experience and judgement. Our approach brings together:

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Advanced tools to identify relevant opportunities
Up-to-date candidate profiles to improve matching accuracy
Recruiters with deep sector knowledge

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By ensuring your CV is current and that you optimise your CV for ATS, you increase your visibility within our systems. At the same time, our consultants add context by understanding your preferences, career goals, and potential. This balance allows us to deliver a more personalised and effective job search experience.

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Competing in the age of AI is not about choosing between technology and people. It is about using both to your advantage.

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