Let’s be real: the job market for executive and administrative assistants is competitive, and it’s easy to feel like you’re sending applications into the void. If that’s been your experience, it’s not a sign you’re not good enough, it’s usually a sign your application isn’t showing your value clearly enough. Think of this as a private coaching session. I’m going to walk you through the most common mistakes I see assistants make, why they quietly sabotage strong candidates, and how to fix each one so your applications start opening doors.

If you’re changing only the company name and job title, you’re not tailoring, you’re broadcasting that you don’t fully understand what this employer needs. Employers use job descriptions as a checklist of must-haves; your CV should mirror that language. Read the advert carefully, highlight key skills and tools, and weave those exact words into your profile, experience bullets, and skills. You’re not rewriting your career, you’re choosing the most relevant parts of your story for this role. The moment a hiring manager feels “this person gets us,” you’ve moved from the maybe pile to the short list.

1) Sending the same CV everywhere

2) Listing duties instead of outcomes

“Managed diaries, booked travel, handled emails” is a description of the job, not the impact. Employers hire assistants to create time, reduce friction, and protect focus. Show that. Replace passive duties with active results: “Managed complex calendars for three directors, reducing scheduling conflicts by 30%,” or “Created a travel playbook that cut last-minute changes by half.” Even if you don’t have exact figures, you can still show outcomes: “Streamlined onboarding so new hires were fully set up on day one.” You’re painting a picture of value, make it vivid.

3) Hiding behind vague language

Phrases like “hard-working,” “team player,” and “can work under pressure” are filler unless they’re backed by proof. Instead of claiming you’re organised, demonstrate it: “Introduced a digital filing system that reduced document retrieval time.” Instead of saying you’re a strong communicator, show it: “Drafted board-level reports and produced error-free minutes for monthly governance meetings.” Specifics create trust. Vague statements create doubt.

4) Ignoring the ATS (Applicant Tracking System)

You don’t need to fear ATS, but you do need to respect it. Many companies scan CVs for keywords from the job description before a human reads them. If the advert says “Outlook, Teams, and Excel,” make sure those words appear clearly in your CV. Use a clean layout, standard section headings, and simple fonts. Avoid text boxes, graphics, or CV templates that look pretty but aren’t machine-readable. Save as PDF unless the employer asks for Word. Your goal is twofold: pass the scan and delight the person who reads it next.

5) Underestimating the cover letter

A cover letter isn’t a recap of your CV; it’s a bridge between your experience and this role. Keep it to one page, speak to the company directly, and choose two or three moments from your career that match their needs. If they emphasise board support and discretion, tell a short story about preparing executive packs and handling sensitive correspondence. If they value client care, share how you managed demanding stakeholders with calm professionalism. The tone you’re aiming for is “confident and helpful partner,” not “please hire me.”

6) Poor formatting and difficult reading

If your CV is dense, cluttered, or inconsistent, you’re making the reader work too hard. White space is your friend. Use clear headings, consistent dates, and achievement-led bullets no longer than two lines each. Choose a clean font and stick to it. Keep the document to two pages. Remember: your CV is a work product. If it’s clear and well-structured, you’ve already demonstrated the very skills an assistant needs.

7) Skipping the “proof of professionalism”

Employers want to trust you. Little signals either build or erode that trust: typos, inconsistent punctuation, missing contact details, or a casual email address can quietly cost you interviews. Proofread out loud. Ask a friend to review. Make sure your email signature, LinkedIn headline, and CV tell the same story. If you’re applying for a role that requires polish, everything you submit should feel polished.

8) Leaving out the tech

Assistants are often the glue between people and systems. If your CV doesn’t highlight your tools, it’s incomplete. Name the platforms you actually use and tie them to outcomes: Outlook for complex scheduling, Excel for budget tracking, Teams/Zoom for virtual meetings, Slack for cross-team coordination, a CRM for client touchpoints, Notion/Trello/Asana for projects. Don’t just list software, show how you used it to make work smoother and faster.

9) Not addressing gaps or transitions

Career breaks, industry shifts, or short stints aren’t red flags if you own the narrative. A one-line explanation is enough: “Career break to care for a family member (2023–2024); completed two Excel courses and returned to work refreshed.” For pivots, connect the dots: “Five years of client-facing retail management honed scheduling, communication, and problem-solving, strengths I now bring to administrative support.” When you tell the story, you remove the question mark.

10) Applying without engaging

If you send an application and disappear, you lose momentum. Where appropriate, connect with the recruiter or hiring manager on LinkedIn with a short, professional note. After a week, a polite follow-up that reiterates your fit can bring your CV back to the top of the pile. You’re not harassing, you’re demonstrating the initiative and communication the role requires. Keep it warm, brief, and respectful of their time.

11) Forgetting the human at the other end

It’s easy to slip into “candidate mode” and forget the person reading your application has a problem to solve: they need someone reliable, calm under pressure, kind with people, and sharp with details. Let your tone reflect that. Be gracious. Be straightforward. If you’ve made a mistake in a past role and learned from it, own it. If you thrive in fast-moving environments, say so, and give the story that proves it. People hire people, not bullet points.

12) Hiding your wins out of modesty

Many brilliant assistants downplay their achievements because they see them as “just part of the job.” Your job is valuable precisely because you make the hard things look easy. Take off the invisibility cloak. If you saved your manager from a missed flight, that’s impact. If you created a weekly briefing that kept projects on track, that’s leadership by support. If you handled sensitive HR documents flawlessly, that’s trust earned. Claim the credit you’ve already earned, it doesn’t make you arrogant, it makes you visible.

Your coaching plan for the next two weeks

Here’s how I’d guide you if we were working together one-to-one. In week one, choose three roles that genuinely fit your strengths. For each, print the job description and highlight every repeated skill and tool. Open your master CV, duplicate it, and tailor it line by line to mirror those priorities. Replace duties with outcomes. Add the exact keywords. Write a fresh, one-page cover letter that speaks directly to that company and role. In week two, tighten your presentation: clean formatting, consistent dates, error-free copy. Align your LinkedIn headline and About section with the role you’re after. Ask two people for recommendations. Apply, then follow up once, professionally and confidently. Measure progress by interviews booked, not volume of applications sent.

If you’re reading this and thinking, “I’ve been making half of these mistakes,” take a breath. You’re not behind, you’re just getting the right playbook now. Small, focused changes compound fast. The moment your CV starts speaking the language of outcomes, the moment your cover letter feels like a helpful partner rather than a plea, doors start to open. You have real value. Let your application show it.

Take the Next Step

The Ultimate Job-Ready Toolkit for Assistants

If you’re serious about landing your next role, the Ultimate Job-Ready Toolkit will help you:

• Use proven CV and cover letter templates

• Learn interview strategies tailored for assistants

• Present yourself as the confident, capable professional employers are looking for