PURPOSE
OF THE COVER LETTER
The cover letter, you will learn, is the best kept secret in the job hunting process. Although you can find articles, and even books on the subject, they seem to be devoted entirely to the routines of form and function.
This guide discusses strategy, effectiveness of content and how the rules change
according to employer preferences and technology.
What we propose to do for you is certainly not routine! We intend to expose the secret to you and bring to your attention the power of the cover letter, and, its importance in your quest for the ideal job. We want to make you aware of the rare opportunities a good cover letter presents.
An effective cover letter
accomplishes the following:
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Sets you apart
from and ahead of your competition for the job
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Targets your
resume powerfully to the job requirements
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Convinces the
employer of your sincere and stable interest
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Grants you
follow up control
Not every candidate uses
the cover letter and an effective cover letter will set you apart and give
you "competitive edge." Some use "form letter" or "Dear
Employer" cover letters (a bigger mistake as explained later which is
actually worse than no cover letter at all.) This document introduces your resume and you to
the screening authority, whom most likely you have never met, who will make the decision about whether or not to grant you an interview. This person will know nothing about you except what he or she will read in your cover letter and resume. Although you may have a very dynamic and provocative resume, it is in the end, still a factual, impersonal and general record of your credentials and experience. Guess what? (Here comes the best kept secret of the job hunting process):
the cover letter is just the opposite.
It is a personalized message, directed to a specific person, at a specific company, regarding a specific job.
The cover letter provides you with your
one and only opportunity to directly appeal to a potential employer before you ever meet, to favorably influence that person through strategic information and appropriate and dynamic language, to motivate that person to grant you an interview.
It affords you the opportunity to actually express emotion and personality in your message.
The combination of a dynamic resume and a well written cover letter are difficult "weapons" to ignore.
We want you to use all your "ammunition" in your battle plan for getting your dream job.
By learning the rules and applying certain specific strategies you will be able to write a dynamic and impressive cover letter. To assist you in this endeavor, we have provided the following information regarding Rules and Strategies.
BACK TO TOP
RULES
Learn the Employer's Preferred Means of Application
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If an employer is asking for electronic
application through on-line templates, you MUST follow directions
and use those templates precisely. Failing to do so will certainly
set you apart -- but negatively, as someone who cannot or will not
respect and follow instruction.
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If an employer provides an email address,
your cover letter is your e-mail message and your resume is the
attachment.
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If an employer provides an on-line
application method with any space/field for additional comments, copy
and paste a targeted cover letter into that field.
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In person, postal mail and faxed resumes
are most effective when accompanied by a targeted cover letter on
separate matching stationery. (Obviously the matching is less
important when faxing.)
Be specific
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First, a cover letter must be very specific. By specific we mean that it should
refer to a specific job, and if possible, also to a specific company and/or industry.
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The cover letter must be tailored to fit each job for which you apply. This means that you must
send an original cover letter each time you apply for a job. You probably will not need to re-write an entire new cover letter each time, but you will need to adjust the content so that it is specific to each job.
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If you are enlisting the help of a professional service to write your resume, I would suggest that you "run for the hills"
if someone tells you that they can also write your cover letter. Nothing gets thrown more quickly into the "not interested" pile than a resume with a "form" cover letter. Also, your chances of getting a quality resume from these people are probably non-existent.
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The #1 rule in cover letter writing is that each cover letter must be original.
It must be directed to a specific position and relate to specific job criteria. This means that unless you want to pay someone to write a cover letter for you each time you send out your resume, you will have to learn how to write that letter yourself.
Remember, a form cover letter is absolutely not acceptable!
Purpose/Expectations
The potential employer expects to learn three things from your cover letter.
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To which position are you applying?
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Why do you want the job?
Why are you interested in the company? (To ensure you'll stick
with it and dedicate to it.)
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Do you meet the requirements better
than your competition?
It is the ultimate goal of
the resume/cover letter to get you the interview. Therefore, you must
convince the reader that an interview with you is worth their time. Reading and sorting through
a cluttered inbox of cover letters and resumes is a difficult task. Specific and relevant information will ease that task and greatly improve your chances for securing an interview.
Once you have the interview, it is the interview which will get you the job.
Format
Limit your letter to one page
with plenty of "white space." Three to four brief paragraphs should be sufficient. Use a standard, professional business format.
Quality
The quality should be just as professional as the resume. Spelling, grammar and punctuation must be correct.
If you do not have computer access, then it would be advisable to enlist
help or use a public library computer. Use the same font style as the resume. Fonts should be fairly standard print. "Arial,"
"Verdana" or a similar font would be very acceptable. If hard copy,
stationery should match that of the resume (envelopes should also be matching). Use an off-white conservative color.
According to employer survey, Ivory is preferred as professional with
warmth. Light gray is 2nd most popular, especially a "warmer" shade of
light gray. Avoid bright colors. While they will certainly get
attention, they will negatively impact reader bias, appearing obnoxious,
displeasing to the eye and overbearing.
BACK TO TOP
STRATEGIES
& FORMATS
Now that we have addressed all the basics, let
us get down to discussing that best kept secret in the job hunting process. The three most important strategies of the cover letter are
personalize, personalize, personalize!
Each section of the resume affords you a unique opportunity to personalize your message.
In most cases you will be able to address your letter to a specific company
and/or person. Your greatest opportunity to "grab" the
reader's interest will be in your opening sentence. Start with a specific
statement about the company or the person to which you are applying. Your
middle paragraph(s) should present your personal qualifications as they
relate to the position. Lastly, in your closing, you can personalize
your interest in the position through summarizing statements of your
credentials and also by asking for a meeting.
We'll start by discussing to whom you
should be addressing your letter and follow with a detailed discussion of each
section.
Addressee
Do your very best to address
your letter to a specific person.
There will be many different circumstances in which you will be sending your resume and cover letter. There may be times when you are answering a blind ad and do not know the name of a company.
If you have a name and title, use them and with correct spelling.
While Mr., Mrs., Ms., Dr. and other prefixes help, do not assume gender as a
mistake will hurt you!
If you are not responding to an
advertisement but wish to apply to a specific position, you are sending an unsolicited
resume. Before submitting your resume, first visit a company's website
to search for instructions on how to apply or postings of available
opportunities. Unless specifically directed otherwise, if you don't find
contact information at the website, contact the company and get the name of the person who hires
for the department in which you want to work. Usually, it is as simple as calling the receptionist. They generally have a list of company employees and are trained to provide information. Ask for the name, the correct spelling, and the person’s title.
If you are given initials instead of a person’s first name, or if the name you are given is used by both men and women then also ask about gender.
First Paragraph
Establish a personal
connection... prove and create interest.
If possible, in your very first sentence, try to say something positive about the
employer to which you are applying. This strategy not only flatters and
creates positive bias with the reader, but also sets forth your sincere
commitment to the company and begins to convince the reader of your
potential to be a long term, enthusiastic and dedicated contributor to the
organization. Today's employer invests substantially into the training
of new hires. The average payback to the employer is approximately 7
months before they stop losing money from hiring you. Stability is a
huge concern to employers.
Citing knowledge of the particular person or company will
also demonstrate the extra effort and time you have devoted to learn about this particular company. This in itself should give you the advantage over other applicants.
It will establish an immediate connection, as well as, illuminate your interest and sincerity regarding the position.
In that opening paragraph, it is critical that
you identify the job title or department to which you are applying. This
will 1) appropriately route your resume, 2) set forth your career focus (without
which you are a less desirable candidate), and 3) attain the reader's favorable bias
by making your message more clear and simple to understand.
Sentence examples:
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While researching the fiber-optics industry for my senior thesis, I
of course consulted your company's website. I was highly impressed by your company’s strong leadership and the many innovations and contributions you have made in the areas of ……………………… As a senior majoring in
fiber-optics technology, this was liking striking gold! Not only did I learn highly valuable information about the industry for my paper, but as a soon-to-be graduate from the University of Virginia, I also learned that
Fiber-optics, Inc. is the company for which I would most like to work. (You would follow in the middle paragraph(s) by explaining just how you could offer value to the company. This would be done by tying your qualifications to a specific position within that company.)
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I have been watching with interest the construction of your new facility on Old Elm Street and
I have been advised that you will lead the Research and Development area in the new lab ……………
Provide a brief explanation, again demonstrating how this directly relates to your own area of qualifications/interest.
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Mr. Ray Jones, your firm's
Purchasing Manager, suggested I write you regarding your current opening for a ………………
Mr. Jones has been our neighbor and good friend for many years and knows of my
character and previous work experience in this area
……
Starting your letter with personalized information about the company can be done fairly easily. Your best source for the most updated information is probably the
Internet. If you have no luck or cannot find the company on the web then search other business publications.
If it is a local company and you still do not have any information, then inquire of others who may be familiar with the company: present or former employees. Other good sources are the company’s annual report or its promotional materials. Usually, all companies, no matter how small, have brochures.
If you have a mutual friend, then by all means ask permission to use his or her name.
The mentioning of a familiar name is another great way to start your letter and get the employer’s attention.
Whatever your source, use the best information you possibly can about the person you intend to address, or the company in your opening sentence.
Middle Paragraph(s)
What can you bring to
the job? One or two paragraphs should be used to discuss your credentials as they relate to the job requirements.
Do not restate your resume, but use your brief explanation to mention
job qualifications not detailed on your resume or briefly address that you
fulfill each of the requirements presented. If possible, quickly
restate those requirements without exceeding allowable cover letter length
or being too redundant to your resume. The potential employer will be looking for a match between your qualifications and their job requirements.
The reader wants that set forth as clearly and concisely as possible.
This is also where you can "win over" the employer by discussing additional credentials and other pertinent personal information. This is the perfect opportunity for you to include information that will further demonstrate your many qualifications. You have already addressed each of the job criteria, but perhaps you have something extra that will set you apart from the other applicants.
Please be certain that the something extra is targeted to the job and doesn't
over-qualify you.
Following are examples of typical job requirements you might find listed for a variety of positions:
- 3 to 5 years experience in customer service
- forklift
- Microsoft Word proficiency with typing skills of 60+ wpm
- 4 year degree
- 2 year associate degree in accounting
- high school graduate
Again, you are expected to be very specific in addressing the job requirements.
If you meet these criteria, the following are examples of how you might respond:
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I have over 4 years experience as a customer service representative
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I have 2 years
forklift experience, both stand up and sit down, and I have been
certified
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I am proficient with MS Word
and typing speed is approximately 71 wpm
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I have a B.S. degree (only mention the
majors if they enhance your credentials for and target you to the career path
applied to.)
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I meet all the stated job requirements.
I have a two-year associate degree in accounting, etc., etc.
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I am a graduate of
Brookfield Central High School
The following are examples of how you could respond if you do not have these required skills:
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I have a total of 4 years customer service experience,
2 years as a Customer Service Representative and 2 years as a receptionist working directly with customers over the phone and in-person.
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I have strong warehousing experience and although I did not specifically drive a forklift, I did, on a daily basis, use other material handling equipment. I am familiar with the forklift,
very attentive with equipment operation and a quick and dedicated learner.
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Word processing skills include strong proficiency in Word Perfect for
both Windows and the Mac. While I understand the programs to be quite
similar, I would enthusiastically pursue formal Word training through any
means preferred by my employer. My typing speed is approximately 60 wpm. (Maybe typing speed was last tested at 55 wpm, but the requirement is for a minimum of 60 wpm and "approximately" 60 wpm
is close enough to not be falsification.)
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I have completed three years of a B.S. degree in Business Administration and am currently attending UW-Madison weekend college.
I expect to receive my degree in May.
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My accounting experience includes 12 years in a related service industry.
I am proficient with Excel, Peachtree and Great Plains software and have taken a number of accounting courses at the local technical college. (The lesson here is not to be discouraged if you do not have one of the stated requirements. Obviously this person has strong qualifications, and the combination of years of experience, industry familiarity and some formal coursework may very well satisfy the requirements.)
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As my resume indicates, I have been a steady and reliable worker since leaving high school in 1994.
While family circumstances and financial need required me to join the
workforce early, I attained my GED in 1995 after completing my education
part-time evenings.
Whether you meet all the requirements or not, you must do your best to address each one. If there is absolutely nothing you can say to demonstrate some related experience to a job requirement, than you will have no choice but to avoid mentioning it. The prospective employer will be looking for very specific information and they will, most likely, be willing to do some training if most of these criteria can be met. Your resume will reveal your credentials,
so do not repeat your resume in detail but rather relevant summary
statements. If you do not meet certain requirements the cover letter provides you with an excellent opportunity to maximize the skills and experience you do have and minimize those in which you are lacking.
One way to do this is by providing something extra about yourself.
How do I add that something "extra" to my cover letter?
The something extra would be something you have done that would be related to the job you seek, but is not listed as a job requirement. Examples:
Skills/experience
Special projects, materials you may have published, committee or panel memberships, special appointments, other related/transferable skills
Education/Licenses/Certifications
Special coursework, seminars, conferences, licenses, certifications
Personal/Professional Interest
Independent research or readings, memberships in professional organizations,
volunteer work
Recognition Earned
Professional awards, recognition for achievement
If you have related experience that has been on a more personal basis such as hobbies, personal projects or volunteer work, then most likely, this information will not be on your resume.
This is your chance to include that information. If you mention a related hobby or some volunteer work, you
do not need to go into much detail. The fact that you have performed these functions on your own will suggest genuine interest, as well as possible skills enhancement.
If you have additional professional experience and it is not required but is on your resume, then you can mention it again in your letter to
emphasize this information and ensure the employer's awareness. Again,
please don't restate your resume - just point to or mention the item so that
it's not overlooked.
Any time you can add "something extra" to your cover letter you will be adding additional value to your credentials which could also translate into additional value for the company. Another very positive
outcome could be your portrayal of yourself through favorable behavioral traits
including work ethic, sincerity, ambition, dedication, reliability, commitment, perseverance, etc.
Last Paragraph: The Closing
This is where you summarize your qualifications, thank the employer (for the opportunity to respond to the job opening or for taking time to review your credentials), and ask for the interview.
Summarize
In a brief sentence or two you should restate why you are qualified for this specific position.
"With solid credentials and a
longstanding interest in human services, I believe I could
bring a strong sense of assurance, commitment and competency to the
position."
Thank the employer
"Thank you for taking the time to review my credentials" or "Thank you for your consideration."
Ask for the interview
The employer expects you to ask for the
interview!
Failing to follow direction or intruding
uninvited upon the employer's time will hurt you. If you are
applying to a sales role, a more assertive approach is acceptable, but be
mindful of instruction!
Unless the employer instructs you not to
contact, follow up is appropriate. Live up to those expectations!
Be certain to follow through. Make sure you contact when you say you
will. Below are examples of cover letter statements:
" I will contact you next week to see if we can arrange a personal meeting for further discussion."
" I will be in Chicago from August 15th through the 18th. I will contact your office next week Thursday to see if it would be convenient for you to meet with me during that time."
No matter the position you are seeking, you will promote yourself as poised, courteous, assertive and sincerely interested in the job when you follow these steps.
Good news – we’re done! Now that you know the
secrets, you should have no problems writing the cover letters and getting those interviews.
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