Tailor your resume so that it highlights high up your experience relevant to the job or type of job in question. Make it easy on the person reading it to figure out why they should consider you, said Phil Carpenter, vice president of marketing at SimplyHired.com, a jobs search engine.

One way to do that is to "stress results, not activities," said Amy Hoover, executive vice president of TalentZoo, a recruiter specializing in communications jobs.

Your goal is to get the person who eventually reads your resume (and cover letter) to ask, "How did you do that?" said Mark Bartz, cofounder of resume and job-search consulting firm Executive Careers Inc.

What will set you apart from your competition is to give an answer that not only speaks to your education, training and experience, but also to soft skills that you possess but that can't be easily taught, such as intuition, discernment, creativity and resourcefulness. "That's the X factor that gets you the job," he said.

But the only way you'll ever be asked the question is if your resume makes it through the early lines of defense, which may very well be resume scanning software, which looks for key words or phrases specific to the nature of the job you'd like and the industry it's in.

Bartz recommends branding yourself on your resume and cover letter - for example, as "a product marketing manager with expertise in product branding, market research and team-building." Then pick out from your past work experience 12 to 20 key words or phrases that amplify each of those areas of expertise. For instance, for market research, you might have worked on projects involving "demographic analysis" or a "product lifecycle."