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Optimizing your resume is a misleading phrase.  

It means incorporating commonly used key industry words and phrases into your resume.  The problem is that most ATS scanners are looking for more than general keywords and phrases. Increasingly, employers are customizing job summary algorithms to ensure the people who are selected for screening interviews are spot-on regarding years of experience, industry knowledge, and specific skills for the job. Generic resumes, even ones produced by resume experts, lack that level of keyword detail. 

We recommend you hire a resume writer to help you define your value, clarify, and quantify your accomplishments and skills but know you will still have to customize each submission for the specific job. 

Resume writers can provide important value, but don’t let them oversell you that customization is not important.