What makes a CV stand out when applying for a competitive job?

I'm a Leeds University graduate having had experience with BT Sport, ITV and Channel 4 but I'm struggling to find a permanent contract. I currently work as a transmission controller for DAZN but ideally want to become a researcher with a view to becoming an AP. I am also interested in journalistic work though. I don't know the best way to go about this or whether I need more qualifications so would be so grateful for any tips! Thanks in advance!