2.1 What is the purpose of a cover letter?
A cover letter acts as a supplement to your CV. It tells an employer who you are and why you have decided to apply for the position. A cover letter is not simply a copy of your CV, it is more akin to an “elevator pitch” that explains precisely why you are a good candidate for the role. A cover letter should be addressed to an individual and therefore, it is more personal than a CV.
If you have put a lot of time and effort into writing and refining your CV, it may be tempting to write a quick cover letter and hope that the CV will be enough to secure you an interview. Unfortunately, because employers typically read a cover letter before looking at a CV, it deserves a lot of thought!
Whilst some employers place more emphasis on cover letters than others, you will never be penalised for including a well written letter with your CV or application form. In fact, an excellent cover letter can go some way in compensating for a less than perfect CV. If you are up against another candidate with a CV of similar quality to your own, your cover letter may be enough to secure you an interview.
Although your skills should be described in some detail on your CV, a cover letter acts as proof that you know how to write a letter appropriate for a business setting, that you can communicate information in a succinct manner and that you have a sound grasp of the English language. Always check and double-check your cover letter for spelling errors, before sending it.
Activity 1: What Makes For A Good Cover Letter?
Estimated time: 10+ minutes
Go online and run a search for “sample cover letters”. You will be able to browse examples of cover letters, many of which will be hosted on recruitment and university websites.
What makes these letters “good”?
If you were an employer, would they impress you?
Why, or why not?
2.2 Using a job advertisement to plan a cover letter
In the previous module, you learned how to use the information in a job advertisement to decide what skills and experiences you need to emphasise on your CV. You should also pay close attention to the advertisement, when putting together your cover letter.
Consider the following:
What is it about the organisation that attracted your attention?
If you can communicate genuine enthusiasm for the organisation in your cover letter, the reader will look upon your application favourably.
m Give at least one reason why the organisation inspires you. If you βind this step difβicult, it might be a good idea to rethink your decision to apply in the βirst place. If you are applying simply because you need to start earning money in the shortest possible amount of time, carry out some background research on the company. If their values overlap with your own, or they have achieved some impressive results in the past, you have found something to mention in your letter.
What most appeals to you about the role?
If you are applying because you genuinely believe that you would enjoy the role, brainstorm as many reasons you can think of as to why it would be a good fit for your abilities and personality. Ideally, you should be able to link your previous skills and experiences to the job description.
For example
If you have previously worked as an assistant manager at a restaurant and are applying for a managerial position at a hotel, you could state that you are excited by the opportunity to use your hospitality and management skills in a new context. If you are applying just because you need to start earning a salary, take an inventory of your skills and experience and devise a plausible reason as to why you would want the role.
You may need to emphasise your transferable skills in the cover letter, if you are hoping to take on a role in a different sector. A desire for a career change is a believable explanation, but only if you draw clear links between your skills, experience and the challenges of the role.
What can you offer the organisation?
Think carefully about how your ambitions, skills and experience align with the position. How could you go above and beyond the minimum requirements listed in the job advertisement? Employers like to feel as though they have found a candidate who far exceeds the minimum standard they require!
2.3 General guidelines to follow when writing a cover letter
Start by addressing the reader by their title and name
If you are applying for an advertised role, the job advertisement may contain the name of a person responsible for processing the applications. If you are not sure who will be reading the letter, telephone the company and βind out. If you open the letter with the correct name and title, the reader will immediately recognise that you have the communication skills needed to succeed in a professional organisation. If you cannot locate the name of the person responsible for recruitment, you can begin the letter with “Dear Sir or Madam”.
Include your contact details
If you are sending a printed letter, position your name, address, telephone number and email address in the top right hand corner. Add the date beneath your contact details. Print the recipient's name and address on the left hand side, formatting the letter so that their details begin on the next line. If you are sending a cover letter in the form of an email, make sure that your email signature contains your contact details. If you are not sure whether a printed or digital letter would be most appropriate, contact the organisation and find out.
State exactly what job you are applying for
An employer may be in the process of recruiting for many positions at the same time. To remove the potential for ambiguity or confusion, quote the job title and the job reference (if applicable). Tell your recipient that you have attached (or enclosed, if you are writing a traditional letter) your CV.
State where you saw the job advertised
This is not strictly necessary, but it is useful feedback for an employer to have - and they certainly will not penalise you for including it. An employer will often use multiple channels when recruiting for a position and they will want to know how well their strategy is working.
If someone from the organisation encouraged you to apply, mention them
If the recipient discovers that one of their colleagues is already an acquaintance of yours, this offers them the chance to get some inside information on you before the interview stage. They can then invite you to interview, safe in the knowledge that their colleague has vetted you already. This strategy also demonstrates that you understand the power of networking and that you know how to leverage it in your professional life.
Professional networking is a skill in its own right, but the internet has made it easier than ever.LinkedIn is accepted as the default professional social network. Thanks to its popularity, you can leverage it as a means of forming connections with both the people you have met throughout your career and those you may like to work with in the future. If you are new to LinkedIn, connect with your current employer, previous employers and any key suppliers or clients you have dealt with to date. You can also use the network to ask those in your field questions about tactics you can use to progress in your career of choice and to comment on their LinkedIn activities.
For example
If they start a group or post an article, you can use it as an opportunity to begin a relationship based on a common concern or interest.
You can also add people that you have met in person over the course of your career.
For example
If you attend a trade show and strike up a conversation with another attendee, find and add them on LinkedIn afterwards. They might just happen to work for a company that has openings in your field, or they may have connections to someone in a position to offer you a professional opportunity.
Aim to keep your interactions equal - do not simply make a connection and hope that the other person will suddenly offer to give you a job or put you in contact with someone who has the power to push your career forward.
Mention the job requirements
Once you have included the basic information as listed above, you should draw direct links between the job requirements and your abilities. You can then be conβident in stating that the role is an excellent fit for you.
For example
If you are applying for a marketing role that requires outstanding communication skills, you could make explicit reference to the ways in which you make use of communication skills in your current role, then say that you are excited to have found a vacancy that will allow you to make use of your abilities.
Do not worry if your cover letter appears to be stating the obvious. A busy employer will appreciate a letter that is straight to the point. They will not appreciate large blocks of text containing elaborate explanations. A few sentences or bullet points are more effective than long explanations.
2.4 Use collections of bullet points, if it helps convey your meaning
Instead of using a paragraph to convey several important pieces of information, such as them various skills you picked up whilst studying for a qualification or working in various jobs over the years, you can use clusters of bullet points. Keep the bullet points short - only one or two sentences each. However, you should never open or close with a list, as this will make a letter appear disjointed and unprofessional.
Focus on the employer's needs, not your own
Try not to overuse “I”, but instead to concentrate on what the employer needs and how you can fill the gap. Again, you can refer back to the job advertisement and even use words taken from the job description. This must be done with care, or the end result may appear stilted, but it can be a great way to underline the match between your skills and those required by the employer.
For example
If a job advertisement states that an organisation needs a “proven leader to guide the department through change”, you could base a sentence around these words - “I have a proven track record of change management” would be appreciated by the employer in this case.
Take the opportunity to demonstrate your commercial awareness
Give the impression that you have researched the organisation. You could do this by referencing one of their recent campaigns, a recent commercial success they have enjoyed, or what (in your opinion) really separates them from the competition. You can also mention why you want to work (or continue to work) in the industry, taking the opportunity to show that you have a realistic idea of what a position in the sector will actually entail.
For example
If you are applying to work in a large legal firm, referencing your ability to thrive in high-pressure environments would be an appropriate strategy.
Limit a cover letter to four paragraphs
Do not send an employer a lengthy cover letter. Most will not have the time to wade through a long wall of text. If you βind it hard to cut the letter down to a reasonable length, make sure you are not merely repeating sections of your CV, or trying to account for every single requirement of the role. You can make allusions to your CV, stating that the employer can discover more about your expertise in a particular area by reading it.
Fact
Almost half of employers (46%) favour cover letters that are half the length of an A4 page. Only 19% prefer a full page, 11% have no preference and 24% think that short letters (less than half a page in length) are ideal.
Source: Ϋish4.co.uk
Match the style of your letter to the industry
Some organisations expect applicants to use a formal writing style, whereas others prefer a moremconversational tone. Speciβically, start-ups, creative organisations and those that pride themselves on a friendly or “accessible” public image are more likely to welcome relatively more informal letters. If you are not sure what is appropriate, ask someone who already works in the βield, read an industry publication that will give you a “feel” for what is expected, or join an online forum targeted at individuals working in the sector.
As a general rule, match the tone of your cover letter to the tone of your CV. This means removing regional slang, abbreviations (unless industry-speciβic) and colloquialisms. Allowing your personality to come through in your writing can be a good strategy in some cases, but avoid intentional use of humour. Jokes do not tend to translate well in written formats. Under no circumstances should you attempt irony or sarcasm.
If you can start soon, let the recipient know
If an employer needs to fill a vacancy fast, you have an advantage over other candidates if you are available to start soon. “I am available for an immediate start” will make you an attractive prospect if they need to fill the post urgently.
Use a “call to action”
An assertive statement that stipulates what you will do next, or what you expect the prospective employer to do, will make you appear professional.
For example
You might write that you “look forward to hearing” from the employer, or that you intend to follow up on your letter with a telephone call over the coming week. It is also a good idea to thank the employer for taking the time to read your application and that you would be happy to discuss any details should they have any questions.
Sign off appropriately
If you know the name of the recipient, you can use “Yours sincerely”. If you do not know their name, use “Yours faithfully” instead. If possible, include an electronic signature if sending a cover letter via email.
Do not include any “extras”
Under no circumstances should you incorporate images, animations, or any other visual gimmicks in electronic cover letters.
Do not include irrelevant personal information
In the same way that you should omit your age, marital status, family situation, sexual orientation, religion and other personal information from your CV, they should be left out of your cover letter. The only exception to this rule concerns long gaps in your CV, as outlined in the previous module. In some circumstances, it is sensible to provide a brief overview of the situation and then reassure the
recipient that you are ready and eager to work again.
As a general rule, if you have a gap on your CV that needs to be explained and it is impossible to do so within one or two sentences within the CV itself, it is acceptable to give a brief account within your cover letter.
Activity 2: Writing A Letter Of Your Own
Estimated time: 15+ minutes
Find a listing for a job that βits your skills and qualiβications. Put together a cover letter using the guidelines above.
Do not worry about βinding the name of the individual responsible for the recruitment process - the point of the exercise is to practise writing a few paragraphs that entice an employer to open your CV and find out more about you.
Below is an example of an effective cover letter:
Dear Ms Jones
I am writing to apply for the position of Health and Safety Manager, as advertised on jobwebsiteuk.co.uk. My CV is attached to this email. As outlined in my CV, I have over five years' experience working in HR as an administrator and trainer and the professional skills I have developed during this time make me an excellent candidate for this position.
In my current role as Senior HR Administrator and Trainer at Company X, I maintain a database containing over 200 employee proβiles and deliver 15 training courses each year to new starters. Since I began delivering these courses two years ago, company turnover has dropped by 25%.
I believe that I can utilise this skill set in your organisation, consolidating your reputation as a great medium-sized employer. I see that you won Award X last year in recognition of your drive to improve company culture. I would love to help you in your mission to be, as stated on your website, “The happiest ofβice in the country!”.
Thank you for your time and I look forward to your response.
Yours sincerely
Sarah Smith
2.5 Speculative cover letters
If you are looking to work for an organisation but have not seen an advertisement for any specific vacancy, you may wish to send in a speculative application. Most people assume that the only way to get a job is to apply for an advertised vacancy. However, many people find work through networking, personal recommendations - and speculative applications. When written with care, they can be an excellent means of introducing yourself to an organisation who might be in a position to give you a job in the future. Even if they have nothing
available at the time, a suitable position may arise a few weeks or months later. If the employer keeps your application on βile, they may get in touch with you to ascertain whether you would still be interested. If so, you already have an advantage over other candidates, because you have expressed your interest a long time ago.
Although you will refer to any speciβic vacancy, many of the same principles still apply - speculative letters should be brief, spell out what you can do for the organisation and give them a sense of who you are as an individual. The key difference between regular and speculative letters is that when writing the latter, you need to provide more information about the kind of job you are seeking and why you are the right person for such a role should it arise. Although you should always show that you have researched a company when writing any kind of cover letter, it is particularly important when writing a speculative application. This is because when you write this kind of letter, you are requesting that an employer takes the time to think about whether there is a suitable role available within their company, or
whether an appropriate vacancy is likely to come up in the near future.
Another difference between a regular and speculative cover letter is that, in the latter case, showing more of your personality and creativity can work in your favour. Because you are asking the employer to go out of their way to think about the ways in which you might slot into their organisation, your letter needs to prove, from the outset, that you are worth the risk! From the first paragraph, you need to show that you have the ability to make a huge difference to the organisation's success.
If you have a website or social media presence that showcases your skills and projects, include links within your cover letter. This is particularly useful if you work in a creative βield and need to provide upfront proof that you have the right set of skills. Increasingly, companies are expecting those working in creative industries to have an online portfolio that sets them apart from other candidates. There are several free websites that enable anyone with basic computer skills to set up an online portfolio - and a personalised domain name costs only a few pounds per year.
Fact
In deciding who to hire, likeability is actually more important than skill level. A good cover letter can encourage an employer to perceive you as “likeable” from the earliest stages of the recruitment process.
Source: jobline.uni-muenchen.de
2.6 Get feedback on your cover letter
Before you send a cover letter, subject it to the same scrutiny as you would a CV. You cannot afford to let any mistakes go uncorrected, so read it several times to make sure it is perfect. If your application is unsuccessful, ask for feedback on your cover letter. The employer might be able to give you some useful tips and advice that will help you succeed in the future. If you have been sending out multiple letters to various employers and are yet to receive an interview, it is time to ask someone else to take a look.
Module Summary
A cover letter is your βirst chance to impress an employer and encourage them to open your CV. The best letters are those that do not merely summarise the information on a CV - instead, they grab an employer's attention and immediately suggest that an applicant may be a suitable candidate for the role.
A good cover letter should prove that you have good skills in written communication, that you understand what the role requires and that you are a great βit for the organisation. The style and content of a cover letter will depend on the industry and role. For example, creative organisations or cutting-edge start-ups may expect relatively informal cover letters, whereas well established businesses may perceive a conversational tone as disrespectful or inappropriate. If in doubt, err on the side of caution and write using a formal tone.
A three-part structure will work well for most cover letters. They should begin with an introduction that outlines why you are interested in the role, then include one or two paragraphs in which you align your skills with the organisation's needs. A good cover letter will close with a strong paragraph that underlines your interest in the role.
Speculative cover letters serve a similar purpose - to encourage an employer to open your CV -but they will not make reference to a particular vacancy. Instead, they should be used to explain why you are so eager to work for the company and what you can offer them. Occasionally, speculative cover letters and CVs can yield fantastic results if sent at the right time. Networking can improve your chances of sending a speculative letter at the perfect moment.
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