Traditional CVs and cover letters are being complemented by innovative technological methods, according to a new study by Adobe Express.

The research reveals that 79 percent of employers believe video job applications are the most effective way for candidates to secure their dream jobs in 2024.

The study also highlights that 42 percent of workers now use AI tools to help create CVs. It also shows that 68 percent of Gen Z applicants turn to social media for job applications.

The use of AI in job applications is on the rise, with searches for “AI CV” increasing by 310 percent in the past year alone.

Also, searches for “video application for jobs” have surged by 125 percent. These trends come as UK job vacancies dropped by 209,000 in January, prompting job seekers to find new ways to stand out in a crowded market.

The Role of AI in CV Creation

AI tools have revolutionised CV creation by enhancing productivity and ensuring that CVs are tailored to specific job requirements. Funke Sadare, HR Director at Global University Systems, explains, “AI swiftly generates CVs, emphasising the candidate’s key skills and areas of expertise based on the information provided. It also ensures uniform formatting for aesthetic appeal and can tailor CVs with relevant keywords to increase the candidate’s chances of passing the initial screenings.”

However, Sadare advises that candidates should personalise their AI-generated CVs to maintain authenticity. “The human element of the application will make you different from other applicants,” she notes. While AI can streamline the process, it is essential to balance AI assistance with personal input to ensure the final CV genuinely reflects the candidate’s experience and skills.

Embracing Video Job Applications

Video job applications are gaining popularity for their ability to convey a candidate’s personality and save recruiters time. Sadare offers several tips for creating an impactful video application:

  • Introduction: Begin with a warm greeting, a genuine smile, state your name, and mention the position you’re applying for.
  • Professional Appearance: Dress appropriately as if attending an in-person interview, aligning with the company’s culture.
  • Elevator Pitch: Summarise your skills, qualifications, recent achievements, and why you’re the right fit for the role.
  • Personality: Showcase your personality, reflecting authenticity and enthusiasm.
  • Keep it Brief: Limit the video to under two minutes, making every second count.

The Influence of TikTok

TikTok is becoming a significant platform for job applications, especially among Gen Z. With nearly 300,000 pieces of #CV and #jobapplication content, TikTok allows candidates to demonstrate their creativity and communication skills in a concise format.

Sadare notes, “TikTok allows applicants to showcase their personality, creativity, and communication skills in a short and impactful format. However, maintaining authenticity and professionalism remains crucial.”

Balancing Innovation with Tradition

While video applications and platforms like TikTok offer unique opportunities, they also present challenges. Video applications can be time-consuming for employers to review compared to traditional CVs and cover letters. Therefore, it is important for candidates to use a combination of both methods to maximise their chances of success.

Adobe Express’s study underscores the importance of leveraging technology in job applications, providing a roadmap for candidates to navigate the modern job market effectively. As the employment landscape continues to evolve, embracing these innovative tools can help job seekers stand out and secure their dream jobs.






Amelia Brand is the Editor for HRreview, and host of the HR in Review podcast series. With a Master’s degree in Legal and Political Theory, her particular interests within HR include employment law, DE&I, and wellbeing within the workplace. Prior to working with HRreview, Amelia was Sub-Editor of a magazine, and Editor of the Environmental Justice Project at University College London, writing and overseeing articles into UCL’s weekly newsletter. Her previous academic work has focused on philosophy, politics and law, with a special focus on how artificial intelligence will feature in the future.