In today's world, where the labor market is constantly changing, finding your dream job can be difficult, especially for those looking for internships or their first role after graduation. Many feel confused about what exactly employers are looking for in candidates.
To shed light on this process, the University of Alberta Career Centre conducted a large-scale survey of employers in 2025. Over 200 responses were received regarding hiring and recruitment, ranging from what information they want to see in cover letters to reasons for rejecting applications. The results, representing industries such as educational services (29%), professional, scientific and technical services (19%), as well as healthcare and arts, offer valuable insights into modern expectations and will help you stand out from other candidates.
What do employers really look for?
A common mistake many candidates make is focusing exclusively on their own experience and skills without considering the company's specifics. However, employers want to see your genuine interest in their organization and an understanding of its values.
Many survey respondents noted that it is important for applicants to clearly state why they are interested in working for that particular organization. They also expect to see how your education and experience have prepared you for a specific role. This is not just a list of facts, but a demonstration of the connection between your professional values and the company's values.
Practical tip: Before starting any document, conduct detailed research on your target employer. Study their mission, values, recent projects, news, and corporate culture. The more you know, the easier it will be to personalize your application and show genuine interest. One employer emphasized: "If you can show that you have put effort into the application, I am much more likely to offer an interview."
The art of the cover letter: how to make an impression
A cover letter is not a formality, but a powerful self-presentation tool. Employers are looking for targeted letters rather than templates, and a well-written cover letter can significantly (69%) influence an employer's decision to offer an interview.
Your cover letter should be unique for every job opening and reflect your sincere desire to get the job. It should not just repeat your resume. Instead, use it to explain the main points of your resume in detail and tell a story about why you are a perfect fit for this company. Recruiters want to know what exactly you can do for the company if they choose to hire you.
Checklist for creating an effective cover letter:
- Personalization: Clearly state which position you are applying for and why you are interested in that specific role and organization. Do not forget the company name and job title.
- Your value: Explain how your experience, education, and skills will help the company reach its goals. Show what you can do for the company.
- Alignment with values: Demonstrate how your professional values align with the company's values and priorities.
- Examples and achievements: Instead of empty phrases, provide specific examples and achievements that are relevant to the job requirements.
- Unique story: Your cover letter should convey your unique story and show that you understand the job requirements.
- Conciseness: A cover letter should be informative but concise, no longer than half an A4 page.
- Closing: Summarize why you are a fit for the company and thank them for considering your application.
Avoid common mistakes: what can lead to rejection?
Even the best candidates can be filtered out due to minor errors. The employer survey revealed several key reasons that lead to application rejection. Knowing them will allow you to carefully review your documents and avoid unfortunate flaws.
Top reasons for application rejection:
- Wrong job or organization title (74%): This indicates inattentiveness or the use of template documents without adaptation.
- Spelling and/or grammar errors (74%): This is a critical factor that undermines trust in your attention to detail and professionalism.
- Ineffective/confusing format (61%): Your documents must be easy to read and have a clear structure.
- Missing application deadlines (55%): Meeting deadlines is a basic requirement.
- Obvious AI usage (54%): While AI can be useful, excessive use without a human touch is noticeable.
- Generic or non-targeted cover letter (54%): Lack of personalization reduces the value of your application.
- Excessive or irrelevant personal information (51%): Focus on relevant professional data.
- Generic or non-targeted resume (49%): Every resume should be tailored to the specific job.
Checklist for a thorough document review:
- Read the job description carefully: Ensure you clearly understand the requirements and the job title.
- Proofreading and editing: Read your resume and cover letter several times before sending. Use online tools to check spelling and grammar. Ask someone else to look over your documents.
- Format check: Ensure your document format is simple, clean, and easy to read. Avoid complex designs, columns, tables, images, or text on images, as they may be incorrectly processed by Applicant Tracking Systems (ATS).
- Purposefulness: Ensure that every document is adapted to the specific job.
- Relevance of information: Keep only information that is directly related to the position.
Your resume: not just a list, but a story optimized for ATS
Employers expect your resume to be more than just a list of previous jobs; it should reflect your unique story and relevant achievements. In 2025, an ideal resume is a structured document that clearly demonstrates your skills, achievements, and fit for the job requirements. The optimal length is 1 page for beginners and up to 2 pages for experienced professionals.
Many companies use Applicant Tracking Systems (ATS) to automatically filter resumes. If your resume is not optimized for ATS, it may never reach the recruiter. As of 2022, over 70% of surveyed companies in Ukraine were using ATS.
Checklist for resume optimization and passing ATS:
- Keywords: Carefully analyze the job description. Identify frequently occurring keywords and phrases and naturally include them in your resume. This increases the chances of passing the initial ATS screening.
- Standard section headings: Use standard section titles like "Work Experience," "Education," "Skills," etc.
- Simple format: Choose simple, professional resume templates that are ATS-friendly. Avoid complex formats, columns, graphics, tables, and header/footer text.
- Fonts: Use standard, easily readable fonts such as Arial, Calibri, or Helvetica.
- Specifics and numbers: Instead of generic phrases like "communicative" or "responsible," state specific achievements supported by numbers. For example: "Increased sales by 25% in the first year of work."
- Adapting job titles: If you had a unique or non-standard job title, adapt it to one that is commonly recognized (e.g., “Happiness Maker” → “Customer Service Manager”).
- Skills vs. Education: In 2025, employers increasingly value practical skills. Emphasize them by providing specific examples of their use and achievements, as well as certificates.
AI in job searching: wise use of generative tools
With the development of generative artificial intelligence (AI) like ChatGPT or Gemini, many candidates are turning to it for help in drafting resumes and cover letters. Employers acknowledge the usefulness of AI but warn against becoming overly dependent on it.
AI can save significant time and increase efficiency by helping to structure information, find wording, and optimize resumes for ATS. It can analyze a job description, identify key skills and requirements, and then incorporate them into your document.
However, the key rule is: AI should be a tool, not a full replacement for your personality. Your application must reflect you as a human being. Employers notice when the entire text is completely AI-generated, and it can seem too template-like and impersonal.
Tips for responsible AI use:
- Use for structure and optimization: Let AI help you with formatting, keyword selection, and ATS optimization.
- Drafting: AI can generate initial drafts of text, which you then refine.
- Paraphrasing and improvement: Use AI to improve wording, but always check and edit the generated text.
- Personalization is your contribution: Always add a personal touch, your unique achievements, examples, and motivation that AI cannot create.
- Fact-checking: AI is not always 100% accurate. Verify all generated information for consistency with your actual experience.
- Specific queries: The more specific your queries (prompts) to the AI, the higher the quality of the result. Provide details of your qualifications, position, and requirements.
Remember that success in your job search requires a combination of thorough research, personalization, attention to detail, and effective use of available tools. By giving proper attention to these aspects, you will significantly increase your chances of getting the desired interview and landing your dream job.