Human resources personnel see it all: crumpled résumés, half-hearted job objectives, white athletic socks worn under too-big business suits. A job search often is as much about what you don't do as what you do.

A rising unemployment rate and tighter job market means job applicants must stand out from their competitors.

"Some of the traditional basics are just never going to go away: A clear résumé, looking good on your interview and following up. These are things that are never going to change," advises Bob Willoughby, vice president and market manager with Cox Radio Richmond.

Making a good impression starts with the first contact, whether you're doing it through networking, making a phone or e-mail inquiry, attending a job fair or submitting a résumé. Regardless of the format, you need to be able to communicate clearly. After all, it's hard for a human resources officer to take you seriously when every other spoken word is "um" or your résumé is crammed with typos.

During a traditional job search, a résumé or application is your introduction to a potential employer, so it needs to count.

"Sometimes people just don't spend enough time on their résumé," says Lynne Ellis, recruitment specialist for Bank of America. "The biggest thing is that you want to highlight your experience, skills and accomplishments. Keep your résumé neat and clear and concise, and avoid things like grammatical mistakes and misspellings. It's very important to have a defined objective in your résumé and to tailor your résumé for the job you want."

That means tweaking your résumé for each position you're seeking. Avoid overly general objectives like "Seeking meaningful employment where I can utilize my skills and talents." Use the job listing to customize your objective.

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Often, larger companies use computer software to scan résumés and applications for keywords to help narrow the pool of candidates being considered. Those keywords often are found in the initial job listing and should be incorporated into your résumé wherever possible.

"The more specific they can be about their performance, the more powerful the impact their résumé has," says Willoughby.

When describing your prior job experience, instead of saying, "Sold paper for XYZ Paper Co.," actually detail your performance record. Did you increase your department's revenues by 20 percent in 12 months? Were you named the company's top salesman for five consecutive quarters? Your résumé is the place to list your accomplishments.

But don't go overboard.

"I've seen instances where people kind of overdo [their résumés], and they put a lot of information in that's not pertinent. Résumés should preferably be one page, a maximum of two pages. If you start getting longer than two pages, you're probably not helping yourself," advises Willoughby.

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Following up on a résumé or application pre-interview can be tricky. Larger companies with systems where job seekers apply online may receive hundreds of submissions for one position. In that case, following up via phone or e-mail actually could be an annoyance for the human resources department.

Smaller companies are sometimes more open to applicants following up prior to an interview being scheduled because it shows initiative and interest. The best advice is to consider the potential employer before contacting someone about your submission.

A solid résumé will help get you in the door, but how you perform during your interview will keep you there.

First, be on time. "It shows your credibility for being on time for your job," says Ellis.

"Dress is still important," says Willoughby. "No one has ever been penalized for being overdressed. If you come in too casually, then you raise questions as to your commitment level.

"We had a guy once who wore a nice business suit, but then he had golf socks on with his suit," recalls Willoughby.

Also, leave your refreshments at home.

"I actually had somebody bring an open bottle of Dr. Pepper into the interview," says Willoughby.

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Your body language, level of engagement and how easily you respond to interview questions are all important. Sit up straight. Make eye contact. Ask questions.

"You need to present yourself well," says Steve Hamant, branch manager of LPL Financial, a Richmond financial services firm. "If you're not presenting yourself well in the interview process, then that's a sign you're not going to do it in front of clients as well."

Know when to keep your mouth shut.

"There are certain things you should not say during an interview, like speaking poorly about former employers," says Ellis.

"Anytime you tend to be overly critical of a current or former employer, that really conveys a bad message," adds Willoughby.

After the interview, take the time to follow up. Because of time constraints, most managers prefer applicants to follow up in writing, in lieu of a phone call.

"Five or 10 years ago, that would have been with a handwritten note. But in today's age, I think you're safe to do a paragraph e-mail thanking the person for their time and letting them know you're looking forward to seeing what the outcome is," said Willoughby. "If they don't follow up, that really makes us wonder what this person's commitment level is."