Joseph Watson thought he knew resumes.

As a 20-year professional in the engineering industry, he has put together about a dozen resumes. And each one landed him a better-paying job, he contends. But when he became the victim of downsizing last fall, he wasn't prepared for today's resume rules.

In the past, a brief and attractive resume always succeeded in getting him a job interview. This time, however, it wasn't doing the trick. Even though he was listing the qualifications employers were seeking, he wasn't being called in for interviews.

"I was really confused," Watson confesses. "My resume wasn't capturing the eyes of any employer."

The reason? Many employers aren't casting their eyes on resumes anymore. Increasingly, that job is being given to computers.

Spurred by the burgeoning number of job candidates and shrinking personnel staffs, more companies are using automated computer systems to handle the task of weeding through resume piles.

With computers, however, if a resume isn't worded just right, there's a danger of landing in the personnel department's circular file.

Watson discovered that when he failed to list key skills, degrees, credentials, and experience for which the computer was scanning resumes. He says he was overlooked for many jobs because the company was scanning for the word "CAD" and he had listed the skill as "computer-assisted design."

"Resume writing is very tricky." Says Watson, who recently has been succeeding in obtaining face-to-face interviews since he changed his resume strategy. "I go out of my way to find out what specific skills companies are seeking."

Welcome to resume writing in the `90s. Putting together a resume has never been an easy job. But today, creating an eye-catching page no longer provides an edge because companies are using computer systems and fax machines to accept resumes.

Thirty-one percent of 435 human resources professionals said their companies use resume-scanning software to search for job applicants, according to a 1995 poll by Lee Hecht Harrison, a New York-based outplacement company.

Among them are companies such as Motorola Inc., Xerox Corp., Bank of America and MCI Communications Corp.

To avoid resume pitfalls, consider these tips provided by career strategists and outplacement counselors.

When preparing a resume, keep in mind that many companies will be scanning it into their computers and searching for key words.

If you're not certain what skills or credentials a company is seeking, call the personnel department, suggests Stefanie Spera, managing director of Drake Beam Morin in Phoenix. While you're at it, you might consider asking if the company uses a resume-scanning system, she says.

"Get as much information as you can," Spera said. "If they have scanning systems, ask them what words they would seek for the position you're interested in. Everything helps."

Joyce Lain Kennedy, author of Electronic Resume Revolution recommends adding a "key word" section in your resume. The section would be a long paragraph that simply lists each skill, degree, credential, job title and previous employer.

What's more, she advises putting the key-word section near the top of the resume. She also suggests that job candidates study the help-wanted ads for possible key words.

Emphasize skills, not achievements.

This is true even if a company isn't using resume-scanning equipment. The old rules called for a job seeker to use active verbs such as "managed," "developed" and "launched." Nowadays, computers and personnel directors are looking for skills.

Craig Williamson, a career strategist for Right Associates in Phoenix, said candidates should mention skills in a noun format, such as software applications and Spanish speaker.

Frills are out.

Many job hunters resort to colored paper and unusual typefaces to spice up their resumes. Jennifer Spango, a Tempe career counselor, advises job hunters to stick with white paper and a popular type font, such as Helvetica or Courier.

What's more, if a company is using a scanning system, black-and-white contrast reads the best. Unusual typefaces and colored paper make it difficult for a computer to read your resume, Kennedy said.

Go beyond the obvious.

Many people just list former positions on their resume. Marilyn Moats Kennedy, a career counselor and publisher of Kennedy's Career Strategy in Willmette, Ill., tells job candidates to include performance history when possible.

For instance, a person in sales could provide data about exceeding sales quotas by 20 percent or show how they helped a department grow from $500 million in sales to $1 billion in sales, Kennedy said.

Don't forget the cover letter.

Spera said too often people neglect to include a cover letter.

"That sends out the wrong message," she said. "It shows lack of interest. It won't get you a job."

When putting together a cover letter take time to research the company and include a sentence or two about it in your letter. Spera said that shows initiative and will make a candidate stand out from other applicants.

Some old rules still apply.

Many companies still like to see resumes that are organized chronologically.

Career counselors still advise that resumes shouldn't go back more than 10 years.

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