Cover letters can be powerful, persuasive tools if you take the time and effort to construct them properly. They must capture — and keep — employers’ attention by presenting information they value. Cover letters should respond to the employers’ identified job criteria and priorities, by connecting the facts and achievements detailed in your resume with the requirements of the job and company. The most effective cover letters are word-based snapshots that help employers picture you in the job they need to fill.
Cover letters can be challenging to write, and it’s easy to miss the target. If you follow the guidelines outlined in this section and study the samples provided, you’ll be able to avoid a real-life cover letter catastrophe and make your cover letters work for you.
Cover letters are very personal documents that provide a word-based snapshot of who you are, what you’ve done, what you know, and what you’re capable of doing. This is why they’re so difficult to write. It’s a challenge to hit the right balance. You want to appear confident, but not arrogant. You want to present factual content without providing overwhelming detail. You want to be persuasive without being pushy. And, you want to seem qualified, accomplished, and capable — without slipping into the realm of fiction writing.
There are two general types of cover letters:
Basic ones serve to introduce you and your capabilities to the person who makes the hiring decision.
Persuasive ones are attention-grabbing and work to influence the hiring decision maker.
Hitting the right note
Adopt a moderately formal style and tone for your cover letters. You don’t want to seem too familiar or casual in your choice of language. You want to address the recipient using an honorific (Ms., Mr., Dr., etc.), rather than by their first name. If you know the recipient personally, it’s acceptable to use their first name if this is how you address them in person. Avoid nicknames and relationship terms, such as “uncle” or “aunt.”
Some people use contractions in all their communications, but you may want to omit them if they feel too casual for your taste. If you’re uncertain about acceptable business letter formats, study the sample letters included in this section.
USING THE BASIC COVER LETTER PATTERN
There are three main elements to the cover letter:
1. The opening – Tell the employers why you’re contacting them.
2. The body – Tell them how you’re qualified and why you’re the best candidate.
3. The closing – Tell them how and when you’ll follow up, then exit on a positive note.
Your opening paragraph should specify the position you’re applying for or state the reason you’re contacting that organization. Why? If there’s a job vacancy, don’t they know why you’re writing? The truthful answer is Yes and No.
While they do know a job opening exists, employers often recruit for more than one position at a time, and sometimes the various openings are similar in title and qualifications.
Moreover, today’s employers are always pressed for time. They will not expend the effort and energy to determine which position best suits your background. That’s your job, and you should let them know you’ve done your homework. Cite the specific job title and state how you learned of the opening (a job posting at the company personnel office, newspaper classified ad, college placement office, the Senior Vice President of Operations suggested you apply, and so on).
Many organizations track which resources (word of mouth, job postings, newspapers, Internet) produce the best candidates, and some organizations give existing employees rewards for recommending a qualified candidate who’s eventually hired. Providing this type of information can be valuable to the employer, and you’ll be considered for the correct position.
Use the first sentence of the body of your letter to catch the employer’s attention. The opening statement sets the stage for presenting your credentials — that is the skills, abilities, and personal attributes that will help you be successful in the job you’re applying for.
Effective attention-grabbers typically describe experience, skills, education, and the personal qualities that employers value and that relate to the position you seek. They use action verbs (built, offer) and descriptive modifiers (essential, excellent, successful).
If you’re responding to a job advertisement, address each key point the employer has identified. Many employers spend substantial thought and energy in identifying exactly what they want in the ideal candidate. By responding to their stated needs, you are communicating that you understand and value their priorities, and you’re illustrating how closely you match their ideal.
Use one of two strategies for organizing this information:
1. Present your qualifications in the same order they were cited in the advertisement. OR
2. Present your strongest qualifications first, your next-strongest second, and so on until you’ve addressed the critical areas requested.
Feel free to mirror the language used in the ad. If an employer is requesting someone with team leadership capabilities, it’s both logical and effective to say: “I have five years’ experience working as the team leader of our product design process.”
KNOWING WHAT TO INCLUDE
Employers expect applicants to make strong, clear, positive statements about themselves in both the cover letter and resume. They neither expect nor want you to lie, however, which is a balance that some job seekers don’t seem to understand. Present the facts of your education, experience, and achievements in a favorable light, but never promise something you can’t deliver or claim degrees or accomplishments you don’t have.
The best way to hit this honest but positive balance is to think in terms of features and benefits. Features are the specifics you bring to the job: experience, education, training, awards, skills, abilities, and so on. Most job applicants focus solely on features, using the cover letter to present a boring recital of degrees and job titles. This approach rarely lands you the interview.
Focusing on the benefit entails emphasizing what your features mean to the employer. For example, if you have precisely the background the employer appears to be seeking, present this as a features/benefit statement: “I have the five years of hands-on experience you’ve identified as critical, which means I’ll be productive from the moment I begin working with you.” The first half of this statement presents features (experience, education), while the second half emphasizes the payoff for the employer (productive from the start). The point is to close the gap between the skills and abilities you offer and what that means for the employer.
How do you know what employers value? The job ad, recruitment notice, or phone conversation you had with the employer will reveal much about the desired competencies, requirements, and expectations. Respond to stated requirements first, then elaborate on special abilities only you can offer.
Don’t use the cover letter to recap every point in your resume; instead, highlight the experience, skills, and education you’ve summarized there. The idea is to make your cover letter work in tandem with your resume, but it’s in the cover letter that you have the widest latitude to market your abilities. Don’t hesitate to quote a compliment, cite an award, or share concrete results that illustrate who you are and the work you’re capable of delivering. Some examples might include:
Compliment: “My manager said no one else could have produced these quality results in such a short time frame.”
Award: “This project won an award from the International Association of Engineers.”
Result: “Due to changes I made in inventory control, our plant has reduced operating costs by $1 million a year, for a total savings of $7 million.”
Naturally, these examples won’t fit your precise circumstances, but you can use them to model your own persuasive statements.
In theory, employers will decide to call you for an interview based on how well you match the stated job qualifications. Realistically, however, many job advertisements paint the picture of an ideal and perfect candidate. Real candidates, like you, bring a different but valuable mix of skills and experiences to the table. Hence, a strong, positive closing paragraph can tilt you into the “call in” category even if your qualifications are a less-than-perfect match. Construct an effective closing paragraph that includes a summary remark, follow-up information, and some statement of appreciation. Two examples of closing paragraphs are:
“Thank you for considering my application for what I know will be an exciting and rewarding position. I will contact you the week of January 10, or I may be reached at 555-9876.”
“Becoming a law enforcement officer is my goal, and I know I would do an excellent job. … I will contact you the week of December 18 to respond to any questions you may have.”
Some employers use follow-up as a means of screening candidates, so if you state you’ll call on a specific day, do so. Try to avoid Monday and Friday, as Monday tends to be a hectic, start-up day, and Friday is when people scramble to wrap up the week’s affairs.
What do employers value in a job applicant?
Very important:
-Overall personality
-Honesty and integrity
-Enthusiasm
-Critical thinking abilities
-Written and verbal communication skills
-Motivation
-Confidence
-Appearance
-Academic major (for specialized positions)
-Negotiating and influencing skills
-Potential to meet employer’s needs
-Life experiences
-Quality of education
Sometimes important:
-Leadership activities
-Test results
-Extracurricular activities
-Grade point average
-Business attitudes
-Computer literacy
From Job Interviewing
Cover letter dos and don’ts
Do:
-Think like the decision-makers.
-Answer logical questions, such as why you’re interested in this particular
opportunity and why you’re the best choice.
-Cite real examples, concrete outcomes, notable accomplishments and
complimentary remarks from supervisors, subordinates, clients, colleagues,
teachers.
-Highlight the critical points included in your resume.
-Use clear, unequivocal language.
-Mirror the words the employer used to describe the position.
-Limit your cover letter to one page if possible (maximum length should never
exceed one and a half pages).
-Refer to yourself in the first person “I” instead of “one” or worse yet, by name (“Jones is the one to hire”).
Don’t:
-Expect employers will intuitively know which job you’re applying for.
-Assume the employer will “read between the lines” — they won’t.
-Lie about your education, experience, or achievements.
-Be chummy, cocky, or arrogant.
-Plead, beg, or share sob stories.
-Include threats or negative motivators.
-Repeat every detail you’ve included in your resume.
KNOWING WHAT TO OMIT
There are many truthful statements that should not be included in a cover letter. Remember, the challenge of the cover letter is to think like the employer. Don’t imply you’ll accept any position available, because the employer will interpret this to mean you are desperate or lack direction. Don’t state you can start work tomorrow or immediately, because the employer will translate this to mean you’re unemployed or unprofessional enough to quit an existing job without the minimum expected two-weeks notice.
Don’t include personal details, such as your recent divorce or the fact that you’re filing for bankruptcy. Employers want vital, competent employees. Few will schedule interviews with people who are unprofessional enough to highlight their weaknesses, however temporary, in their cover letters.
Don’t criticize your current or past employers, even if they were the worst employer imaginable. There’s a great Boss Collective out there, so in general, employers will choose not to hire someone who’s openly critical of another employer and willing to put this criticism into writing.
Also, be sure to avoid any phrase which could be read as a threat, such as “You’ll regret it if you don’t contact me today.” What you’re trying to convey is how valuable you can be to the organization. What the employer sees is someone who’s too aggressive and volatile. Again, think like the employer: Would you interview or hire someone who sounds threatening?
ANALYZING SAMPLE COVER LETTERS
Since the best way to learn how to write a cover letter is to do it, we’ve provided some samples that will show you how a cover letter is formatted and organized, and what it should contain.
Look at the sample cover letter (See graphic) and examine its strengths and weaknesses. Then, study the rewritten letter and note the differences. The first letter is strong, but the second version is even stronger and more persuasive. The following analysis tells you why.
Examining a typical cover
The sample cover letter illustrates many of the elements identified as critical to a successful cover letter. In terms of the basic elements, Samuel Jackson, the applicant, has taken the time to identify a specific position with a particular company. He knows and uses the manager’s name and title. He’s produced his letter in a traditional, easy-to-read full block format. He has included his phone number, so the human resources manager can easily contact him.
In terms of the content and structure of the letter, Jackson has followed the basic pattern: identified the position he’s interested in, described his experience, and indicated a specific date for follow-up. He summarizes the amount of time he’s worked as a civil engineer, and he quotes compliments he’s received about his work.
Overall, this letter is generally effective. However, there are some obvious points he’s omitted and areas where he could more clearly describe his experience, abilities, and future value to the company.
Jackson has neglected to date his letter, which is a sloppy oversight. He provides no concrete information that explains what he’s learned or accomplished in three years as a civil engineer. He doesn’t describe his technical capabilities, so it appears that he has three years’ experience but few skills or accomplishments. And Jackson’s letter contains five paragraphs, four of which consist of one lonely sentence each.
Examining the rewritten cover
The purpose of rewriting this cover letter is to illustrate how a basic, solid letter can become more convincing when the missing details are provided.
In terms of basic elements, the original format was retained with the addition of the date. Additional information was also included to identify both the features and benefits of Jackson’s experience and education. Plus, the cluster of sentences was restructured so the letter now contains four paragraphs, only one of which has a one-sentence structure.
In terms of content, the rewritten letter includes examples of the type of work Jackson performed and describes project outcomes to indicate his accomplishments. Also, a summary of his technical skills has been added. These have been related to the value he can bring to a new employer. As you can see, many of the changes are relatively simple ones. Nonetheless, they substantially improve the amount of information conveyed in the cover letter and serve to increase the letter’s overall persuasive impact.
Study these recommendations and the sample cover letter provided (See graphic). Now, write and rewrite your own cover letter until it’s as strong as the second example.
SOLVING COMMON PROBLEMS
For a cover letter to be effective you not only need to address issues like format and wording, but you have to be attentive to common problems — like grammar and spelling — that may impair your efforts to get the position you want.
Eliminating grammar and spelling problems
It’s quite easy to send out a cover letter that contains a spelling or grammar error. Some uninitiated job seekers won’t view this as a problem, but it is. Why? Your cover letter should illustrate your very best writing and communicating skills. If your best work contains errors, what is the quality of your everyday work like?
Many employers automatically bypass applicants whose cover letters or resumes contain errors. You can avoid making mistakes by taking the time to check your work carefully. If you’ve produced your letter on a word processor or computer, be sure to run a spellcheck. Then print out a hard copy and proofread it ruthlessly. Look up the correct spelling of any word that’s not familiar. Next, have someone you know — with strong writing skills — scrutinize your letter for errors in spelling, grammar, or flow of ideas.
Use popular grammar-checking software programs with caution. Sometimes grammar checking programs suggest a change that is quite simply wrong. The quickest way to correct common grammar problems is to streamline and simplify.
Locating critical contact names and addresses
It’s amazing how often cover letters and resumes are not mailed simply because applicants can’t find addresses for the companies they want to contact. You can locate company headquarters and branch addresses through a variety of means.
There are several easy ways to identify the names and titles of specific people within an organization:
1. Try the telephone. Call the main contact number listed in the phone book and ask for the name, title, and mailing address of the engineering manager, the human resources director, and so on.
2. If you’re looking in your region, try the phone book. Even if the company is not listed in the yellow pages, it’s typically included in the business listing at the end of the white pages or in the Business-to-Business Yellow Pages.
3. Go to your public library and look through one of the standard national or regional company registers. Locate the company or organization and find the appropriate address, phone number, and listing of company officers. You can also research this information on the Web.
4. Contact the appropriate chamber of commerce. Most will be able to provide listings of companies, which often include descriptions of the companies’ primary products and services, plus critical contact information, such as executives names, addresses, and phone numbers.
5. Professional and trade associations maintain lists of individual members and of member organizations. Most public and college libraries will have a master directory, called the National Trade and Professional Associations of the United States, which will give you a contact number for the national professional associations devoted to specific products or services. You can contact the national association to determine if a company you wish to contact is a member, and if the association will share the primary contact address. Be forewarned: many associations won’t share membership information with non-members.
6. You can also purchase a variety of databases and business listings on CD-ROM. If you’re conducting a major job hunt, particularly if you’re looking outside your immediate locale, it might be worthwhile to purchase one of these electronic packages.
If you cannot track down the name and position title of the person to whom you should address your cover letter and resume, or you’re responding to a blind ad in the newspaper, use a salutation like:
-Dear Hiring Executive:
-Dear Human Resources Director:
-Dear Customer Service Manager:
-Don’t use the phrases “To Whom it May Concern”, “Dear Sir”, or “Dear Madam or Sir”. The first approach implies you’ve produced a thousand cover letters without addresses or specific salutations, and hence, aren’t particularly interested in the actual company that receives your letter. The second approach is rightly viewed as sexist and inappropriate, and the third is simply outdated.
Substituting a reasonable job or position title for a specific name is more professional and it avoids unintentional offense.
DESIGNING PROFESSIONAL COVER LETTERS
You’ve written, revised, and rewritten your cover letter. You’ve proofed it and had someone competent check it as well. Now, you’re ready to produce the final version you’ll send with your resume.
It’s time to be strong. While computers offer enormous layout possibilities, avoid the temptation to produce a flashy cover letter incorporating six different fonts in a variety of sizes and styles. Employers are practical people who’ve seen it all. You want to stand out for all the right reasons — not the wrong ones. Review the cover letter do’s and don’ts, and be sure you haven’t succumbed to the common pitfalls.
Using the KISS approach
The more simple and direct your layout is, the more likely it will suit a wide variety of organizations that you might choose to contact. Because a simple straightforward format is easier to update and customize, you’ll be more inclined to do this vital task when called for, rather than settle for what you used last time. In short, keep it simple and straightforward (KISS), and you’ll produce a polished, professional cover letter that will help you get job interviews.
Keep in mind that many employers complain that the cover letters and resumes they receive have lots of flash but little substance. If you focus on presenting your skills in the clearest, most persuasive way, you can’t go wrong.
Producing your cover letter
Produce your cover letter and resume on good quality, matching paper stock. Your local copy center or office supply store will have a supply of “resume” paper you can choose from. Avoid paper printed with clouds, designs, or border patterns. It’s difficult to read text superimposed on patterned paper (so employers won’t), and the border patterns are too cute and too distracting.
One factor many applicants forget is that employers often make multiple copies of each resume and cover letter they receive, then circulate the copies to critical decision makers throughout the organization. Dark (such as medium gray), flecked, and patterned papers do not reproduce well. The crisp, striking letter you mailed is reduced to a smudgy, unreadable document.
Before you buy reams of expensive paper, purchase a small sample package, print or type your letter on it, and then make copies to verify that the paper you’ve selected produces clean, crisp copies without flecks, specks, swirls, or a background color. Remember: keep it simple and straightforward (KISS).
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Design elements for professional cover letters
Style basics
-Avoid dot-matrix print (some employers will not read dot-matrix submissions).
-Verify it’s absolutely free from spelling, grammar, and punctuation errors.
-Use a simple, traditional business letter format (full block or modified block works well).
-Use an easy-to-read serif font, such as Times New Roman or CG Times.
-While font size varies, stick to the 10-12 pt. range.
Avoid layout problems
-Don’t center all of the text. It’s difficult to read and looks amateurish.
-Don’t use more than one font in a cover letter.
-Don’t use lots of bold, underlines, capitalization, and italics for emphasis.
-Don’t write a letter in all capitals-ever.
-Don’t use your existing employer’s letterhead or stationery.
-Don’t use clip art or flashy logos.
-Type or print on top-quality paper.
-Use crisp, black letter-quality print.
