The short answer
Split the advert into three piles: what the job involves, what they say you must have (essential), and what would be nice (desirable). Apply if you meet the essentials or are close to them. Then use their words to show, with real examples, that you can do the main tasks.
What’s in a job advert
Most adverts, whatever the format, contain the same parts:
- The role: title, hours, pay, location, contract type.
- What you’ll do: the day-to-day tasks. Sometimes called duties, responsibilities or “the role”.
- What they’re looking for: sometimes split into essential and desirable, sometimes called a person specification.
- How to apply: CV, form, cover letter, closing date, who to contact.
The “how to apply” part matters more than people think. If it says “send a CV and a short cover letter” or “apply using the form only”, do exactly that. Following instructions is part of what’s being assessed.
Essential and desirable
Essential means they need it to do the job safely or properly. Desirable means it would help, but they’ll train the right person. Not meeting a desirable item is not a reason to skip the application.
If an advert doesn’t split them, look at the wording. “Must have” and “you will need” usually mean essential. “Ideally”, “an advantage”, “would be great” and “or willingness to learn” usually mean desirable.
Should you apply if you don’t tick every box?
Usually, if you meet the essentials or are close to them, yes. Adverts often describe an ideal candidate, and employers differ in how strictly they apply their lists. The exception is anything that’s a legal or safety requirement for the role, such as a particular licence or certificate. If that’s essential and you don’t have it, the advert usually can’t be flexible about it.
A worked example
Here’s an original advert, the kind you’d see for a first retail job.
Our town centre store is looking for a friendly Customer Assistant to join the team on Saturdays and Sundays. You’ll help customers find what they need, keep the shop floor tidy and stocked, and work on the tills once trained.
Essential: good communication, reliable timekeeping, able to work weekends. Desirable: customer service experience, basic maths confidence. Full training provided. Apply with your CV by Friday 28 November.
Now pull it apart:
- “Saturdays and Sundays” and “able to work weekends”: they really need weekend availability. Say clearly that you have it.
- “Help customers find what they need”: they want people who’ll approach someone, listen and point them the right way.
- “Keep the shop floor tidy and stocked”: physical, practical work. Show you don’t mind getting stuck in.
- “Once trained” and “full training provided”: they don’t expect till experience.
- “Reliable timekeeping”: they’ve probably had people not turn up. Any long, regular commitment is evidence.
- “Customer service experience” (desirable): nice to have. Volunteering, open evenings or a family business count as dealing with the public.
- “Apply with your CV by Friday”: CV only, with a deadline. Get it in early.
Decoding common phrases
Adverts reuse the same language. Here’s what it tends to mean. It varies, so treat this as a starting point, not a rule.
| The advert says | It often means | Show them |
|---|---|---|
| Fast-paced environment | Busy periods where you’ll juggle things | A time you kept going when it got busy |
| Self-motivated | You’ll be trusted to get on with tasks | Something you did without being told |
| Attention to detail | Mistakes cost money or cause problems | Checking, counting, proofreading, following a process exactly |
| Flexible | Shifts or tasks may change | Availability, and a time you adapted |
| Team player | You’ll rely on colleagues and they’ll rely on you | A group project, team sport or shared rota |
| Good IT skills | Usually email, documents, maybe spreadsheets | The specific tools you’ve used, and for what |
| Competitive salary | The pay isn’t listed | Ask, politely, before or at interview |
Choosing what to show
Once you know what they want, go back to your own experience and match it. You’re not trying to prove you can do everything. You’re trying to make the three or four most important things easy to find.
Before
Hard-working and reliable, with excellent communication skills.
After
Available every weekend. Played for a Sunday football club for three seasons without missing a match, and helped show families around college at two open evenings.
Why it works The second version answers the advert’s actual essentials (weekends, reliability, communication) with things that happened. An employer can check them in an interview.
Use their words where they’re true for you. If the advert says “customer service”, say “customer service” rather than “helping the public”, so a busy reader (or a screening system, if they use one) can see the match. The National Careers Service gives the same advice for application forms.
Try
Mark up a real advert
Find one real advert you’re interested in. Copy it somewhere you can mark it up, or print it.
- Underline every task the job involves.
- Circle each essential requirement. Put a box round each desirable one.
- Pick the three things that seem to matter most to them.
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If you can’t find anything for one of the three, look again at school, sport, caring, volunteering and hobbies. The Strengths Finder can help.
In short
- Every advert has the role, the tasks, what they want, and how to apply. Follow the how to apply part exactly.
- Essential means needed; desirable means nice to have. Don’t rule yourself out over desirables.
- Decode the phrases, then match them with real examples.
- Use the advert’s words where they’re true for you.
Ready to put this into a CV?
You now know what this employer wants to see. CVBUFFED gives you a template and prompts for each section so you can put those three examples where a recruiter will find them first.
Build my CVSources and further reading
- Application form advice National Careers Service
- Explore careers National Careers Service
- Understand and develop your skills National Careers Service
Checked against these sources on 14 November 2026. Rules and rates change: if something here looks out of date, tell us at hello@cvbuffed.com. How we check our guidance.