Highlighting duties instead of accomplishments: Fail.
Do better than the basic job description. Go from “all about you” to showing the reader (and ATS software) what they want to see. How do you stand out from the rest? The reader will have a basic knowledge of your job and doesn’t need to be reminded about the mundane details. What they want to see is how you improved on something. The eye is drawn to numbers and action words. The ATS software is also looking for keywords and is programmed to find them.