While some recruiters put more emphasis on resumes, Linked In profiles and networking and less on the cover letter, it is nonetheless important to have one. Many recruiters still review them and they can be the deciding factor in getting an interview or not – they often differentiate one candidate from another. When there is a long list of short-listed candidates (say the field has been narrowed down to 20 candidates and the recruiter only wants to interview 10), the covering letter can make the difference between getting an interview and not getting one.
Why is that?
- A well-crafted cover letter shows that you have taken the time to understand the company and the role
- It highlights the qualifications, experience and expertise you have that makes you the ideal candidate for the role
- While a resume may have been professionally prepared, most often the candidate prepares the covering letter himself and it is a true reflection of that candidate
- It shows that the candidate has gone the extra mile and is truly interested in the role vs. someone who applies to everything of interest (and who doesn’t customize each and every cover letter)
Every good cover letter starts with research. It is key to have a thorough understanding of the role and requirements, the company, perhaps the department and the people who work there. There is a wealth of information to be found on-line and in print. Take the time to check your network to see if your connections or someone they know can enlighten you on the company. Do you know someone who works there? Does someone you know have a contact who works there? The more information you can get, the better.
Take the time to review the job description and understand how your experience, skills and abilities are aligned to the role. Think about what you bring to the role or the organization over and above what’s mentioned in the job description and be sure to describe your potential contribution clearly and concisely. This is called a value-added statement and will give you a competitive advantage over the competition. Many people do not take the time to craft a strong cover letter and only repeat what’s listed in the job posting. You want the recruiter to know that you’ve taken the time to read the posting, researched the organization and are qualified for the role (the BEST candidate in fact!).
Use a worksheet if it will help you organize your thoughts before putting pen to paper (or fingers to keyboard) to draft your cover letter. That worksheet can as simple as two columns – the first for the job posting, the second outlining how you are a fit for the role. Headings to include on that worksheet can include key responsibilities (and how you’ve done that type of role), key qualifications (and how you have them), personal characteristics and values of the company (ascertained perhaps from the posting or your research) and then relevant industry and corporate information you’ve gotten from your research and added value you bring to the role.
Then use that information to create your letter. Ensure you have clearly identified the role, posting, reference number, project name, file name, etc. in the heading to avoid confusion when your resume is received.
Try to get the full name of the person to whom you are writing. This is more personal – and effective – than addressing it ‘to whom it may concern’. If the ad states it is to be sent to the hiring manager and you cannot find out the name (try calling the company!), then address it that way. Do not address it “Dear Sir” or “Gentlepersons”. If you cannot find out the individual’s name, then “to whom it may concern” or “hiring manager” is fine.
In the opening paragraph, most candidates will lead with:
“Enclosed please find a copy of my resume in response to your posting in THE NATIONAL POST for a marketing coordinator.”
Think of how much more effective an opening paragraph such as the following will be:
“As an experienced marketing coordinator, I’ve been fortunate to have worked on some of the top marketing campaigns in the retail industry in Canada, and I am very interested in the position you advertised in THE NATIONAL POST. Lululime’s reputation in the yoga market across North America is second to none and the success of the brand in such a short period of time is record breaking. Your company’s commitment to superior quality products and the ‘branding’ of those products is commendable, and I would welcome the opportunity of being a part of your creative marketing team.”
This assumes that the reader has researched the company and knows that their reputation is second to none and the success of the brand was actually reached in a short period of time (perhaps you can even state the length of time!). Just be sure your facts are accurate!
In the body of the letter ensure that you point out information in your resume that speaks to your qualifications – without repeating word for word the content of your resume. Highlight one or two accomplishments and quantifiable results, if possible. Some candidates choose to make a commitment to follow up within a certain period of time. If you do, make sure you do follow up. Remember, it will be difficult to do so if you don’t have contact information. Don’t commit to something you can’t or won’t do!
Ensure that you don’t use one generic cover letter for each role. Show that you’ve taken the time to craft a specific cover letter for the role that clearly states your knowledge of the company and the role and how your background, experience and qualifications are a fit.
Have fun with it. Remember, practice makes perfect! Once you’ve created a couple of these cover letters, it will be easier to craft them. You do not have to ‘recreate the wheel’ each time and will be able to pick and choose pieces from your letters when crafting a new one.
The most important thing? Be clear. Be crisp. Be concise. Check, double check and triple check your work. It is so hard to proof your own writing – give it to someone to proof carefully. Check spelling. Check grammar. Check punctuation. Check for consistency in margins and spacing. Are you using the same font as in your resume? Nothing screams ‘professional resume prepared by someone else’ more than a great resume and a horrible cover letter. Put your best foot forward. Remember, this is part of your BRAND!
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