For many people,
cover letters are an annoyance they'd be quite happy to avoid. It's perfectly
reasonable to wonder if you have to include a letter when you're going to say
little more than "here's my resume; hope to hear from you soon." Even
the term "cover letter" suggests a mere formality -- just a cover for
the real material you're sending.
But you can do much
better than that. A cover letter is an opportunity to tap into an individual
employer's aspirations and anxieties. Your resume is about you, but employers
don't really care about you. They care about what you can do for them -- the
problems you can help them solve and the opportunities you can help them take
advantage of.
The cover letter is
your opportunity to go beyond the resume and its focus on the past and other
employers and talk about what the reader cares most about -- themselves. It is a
sales letter, and all good sales letters are written with the reader's interests
foremost in mind.
If you're mailing
your resume to an employer, you should always include a cover letter. Always.
You should customize
the letter as much as possible to the needs of the particular employer you're
contacting. This means you will usually avoid generic cover letters -- letters
that you could send to any employer you have an interest in. Instead, you should
make the effort to write a letter that addresses the specific concerns of each
individual employer. You should be able to use certain parts of your letter over
and over, particularly when you're approaching very similar businesses or
institutions, but you want to customize whenever you can.
Customizing requires
thinking about the company or institution, their customers, and the work you see
yourself doing. It means imagining yourself in the position and the situations
you'd be facing, and figuring out the abilities and traits you possess that are
important for success.
For any position,
there are two types of skills: core skills that any serious applicant will be
expected to have, and a much broader range of skills that would be useful to the
employer but go beyond the basic requirements. You have to spend some time
thinking about both types. Having the first kind gets you in the game; the
second will make you stand out from the competition.
Your letter should
be as close to a business proposal as you can get -- not a plea for an
interview. What do you offer that's of value? What objectives can you help them
achieve? Try to focus on their needs -- what they want to buy rather than what
you'd like to sell.
Someone is going to
read your letter. It will land on their desk and they will take time away from
the work they were planning on doing to open your envelope and look at what's
inside.
The next step you
want to get to is usually a telephone conversation of some kind -- preferably
initiated by the employer, but far more likely initiated by you. What you want
the reader to do at this point is either to call you, or to accept your call.
From there, you'll usually try to move on to a face-to-face meeting.
Ask yourself; what
do you have to offer? How will the employer be better off with you than they are
now? Your resume should provide the evidence to make your claims credible.
Appeal to their
self-interest. The hiring process is more emotional than logical. In all cover
letters the reader comes first. This is a lot easier to say than do. You have to
do your best to give them the motivation to do what you want them to do.
Keep paragraphs
short. No more than seven lines, and preferably five or fewer. Vary the sentence
length. None of the sentences should be very long, but you don't have a stream
of very short sentences.
Use a one-sentence
paragraph to emphasize a statement.
And you can use
boldface type and italics to draw attention to specific parts of your letter.
You have to be careful with underlining because the line is often printed too
close to the word, reducing its readability.
These devices should
be used sparingly to make the highlights stand out when the reader gives your
letter a quick skim (which may be all it ever gets if they don't see anything to
make them want to read on).
Write in a friendly,
conversational tone, and avoid stiff phrases like “please find my resume for
your perusal" or "I am sending my resume in regards to the above
mentioned position. Don't use a thesaurus to replace good simple words with
ornate and awkward language.
Be a real person.
Show some personality and enthusiasm.
Avoid vague
statements. A letter that could be sent to any employer merely by replacing the
name of the company can probably be improved with more specifics. If you're
planning on a mass mailing, the broadcast format may be your best choice, but be
aware that there are trade-offs between high volume and customization. It's much
harder to create reader involvement with a letter that could have been sent to
anyone.
Think twice before
using any adjectives or adverbs. A common mistake is a style of writing where a
truckload of adjectives is dumped all over the letter. Don’t make claims to be
"competent," "reliable," "committed," and
"outstanding" -- all in one paragraph! Be careful when claiming to be
"motivated and dedicated."
Unsubstantiated
statements add nothing. The reader isn't going to think of you as more competent
just because you describe yourself that way.
"Effectively"
and "efficiently" are particularly weak. Some people sprinkle terms
like these in their letters like confetti. What was so efficient or effective
about what you did? How do you know? If you can answer those questions, then put
that down instead. And if you can't answer them, you're probably better off
saying nothing.
If you describe
yourself as "well organized, proactive, and dedicated; a team player with
excellent oral and written communication skills" or any other clichés,
you'll be laughed at more than admired.
Everyone talks about
the importance of an opening that "grabs attention" or "generates
interest." Then some use standard openers like:
"Please
accept this letter as application for the Process Engineer position currently
available with your company."
"I am very interested in obtaining a position with your organization.
Enclosed please find my resume for your review."
"In response to your ad in the [paper] I wish to apply for the position of
[whatever]"
Give
these lines full marks for getting to the point, but a machine could have
written them. Instead of generating interest, these openers have the employer
thinking, "Here's another one!" They've read the same line dozens of
times before.
For advertised
openings, probably 90 percent of the responses begin by mentioning the ad. Which
means this is something you might want to avoid. The opening below which, while
not particularly gripping, lets you get to the point quickly and sound like a
human being:
Several
things you mention in your ad for a [position advertised] make me think you may
be looking for someone with my experience. Let me briefly explain.
There
are many ways to open your letter. Whatever opening you use, get to the point
quickly -- or the reader will move on to something else. Here are some ways to
begin:
Personal Referral:
"John Hughes from [wherever] suggested I contact you about ..." If you
have a name to drop, the beginning of your letter is usually the best place to
do it. A good way to get your letter past anyone screening the mail of the
person you're writing to.
News You've Read:
Usually about the company or their industry. This can be done very well or very
poorly -- it comes down to how strongly you connect this tidbit to something
that will make the reader interested in you. No one really cares about what
you've read, but if you quickly segue into discussing how this news made you
think you can contribute to the organization, then you've got a strong opening.
Your Job Objective:
You haven't said anything yet to make the reader care what you're looking for.
It's better to talk about what the reader wants and they can reach those
objectives.
No matter how you
begin, get right to discussing the value you think you'd bring to their
institution or organization. In fact, one of the best openers is to say
something like "Here's what I will bring to/can offer [organization] as a
[position]" and start describing the benefits they'd receive in hiring you.
It tells them right away why you're writing, and brings you immediately to
communicating the value you offer.
Despite your best
efforts, when the employer comes to the end of your letter it's unlikely they'll
be left with an urge to call you immediately. They have many other things to do,
and they aren't going to put everything else on hold and jump for the phone just
because you decided to mail them a letter.
That's why you will
usually have to initiate the follow-up communication yourself by picking up the
phone and making a call. You should do this within three days of the letter's
arrival, and let the employer know in your letter that you will be following up.
This may just be enough to get them to hold on to your letter and maybe give it
a more thorough reading.
End your letter with
a call to action, and take responsibility for initiating the next step yourself.
By saying you'll call in your letter, you're more likely to overcome the
"call reluctance" that most of us experience and avoid procrastinating
when the time to call comes around.
If you're responding
to an advertised opening, you may have to be satisfied with a more passive
approach. Organizations advertising an available position will receive hundreds
of resumes and dozens of calls. You won't stand out from the competition by
phoning, and because of the volume of calls they'll receive, you may be
perceived as an annoyance.
End all letters with
"thank you." It's not necessary, but it puts a positive and clear end
to the letter.
By responding to
advertised positions, you just about guarantee that your resume and letter will
end up in a pile with hundreds of others. From this, the employer will select
maybe five people for interviews, and all they have to go on to make this
decision is your resume and cover letter.
When an employer
receives this many resumes, there will be a ruthless screening process. Eighty
percent or more of the resumes and letters may even be weeded out before any are
passed along to the hiring manager or team.
Often, your letter
and resume will be scanned by a clerk with little knowledge of the intricacies
of the advertised position. They may have a checklist put together by someone in
Human Resources of the specific experience someone decided is
"essential" for the job. Score poorly on their list, and no one else
will ever see your resume.
It's tough but not
hopeless. First, you have to think about who's going to respond to the ad. You
have to think about whom the competition is likely to include. There's almost
certain to be applicants who "fit" better on paper.
You can pretend
you're a perfect fit even if you aren’t and show how you fulfill all of their
requirements -- no matter how feebly. Or you can try to show how you'll bring
something else to the job and maybe something they hadn't thought of or
expected.
The strategy in
selling against competition is: 1) differentiate yourself, and 2) help the
employer feel the value he or she will gain from those differences. Everyone who
gets selected for an interview will probably have the core requirements.
What if you're asked
about salary expectations? It's never a fair question. You won't learn enough
from a description in an ad to know exactly what's involved. If the employer was
really concerned about wasting their time interviewing people with unrealistic
expectations they could have printed the salary range they have in mind right in
the ad.
You're more likely
to be eliminated for saying the "wrong" number than for saying
nothing. At this point, they're only trying to screen you out. Yes,
occasionally, not quoting a number may remove you from consideration, but it's
probably a risk worth taking. If you feel you have to say something, give a
broad range or say "negotiable."
The content and
organization are the most important elements of your letter, but presentation
has an effect too. No one's going to interview you because your letter looks
nice, but engaging and persuasive content combined with a professional
appearance is a powerful combination.
Here are some
suggestions for improving the appearance of your letter:
Ink: Black ink on
white paper is easy to easy to print and easy to read. I like white 8½" by
11" paper. Heavier paper has a nicer feel -- 24-pound paper with a rag
content of 25% or more should be easy to find. But if all you have is standard
20-pound photocopy paper, go ahead and use it. Don't let this delay you.
No one's going to
interview you because you used ivory paper. No one's going to refuse to
interview you because you used light blue paper. White paper is just as
"professional" as any other color. Yes, colored paper might stand out
in a pile to a small degree, but so what? Standing out is no achievement in
itself. Your objective is to stand out in a way that will improve your chances
for an interview, and you don't do that with something as superficial as colored
paper. If you want to use colored paper, that's fine. If it gives you a better
feeling about the materials you're sending out, that's terrific.
Margins: Never less
than an inch -- 1¼" or even 1½" is better. Don't shorten the margins
to squeeze your letter on to a single page. Edit some material out or lengthen
the margins and the space between paragraphs and go on to a second page.
Typeface: There are
thousands available, but stick to a simple serif font like Times Roman. You'll
probably want 11 or 12-point size.
Your name, address,
and phone number with area code go at the top (see samples). The date comes
next, followed a few lines below by the name of the person you're sending the
letter to. Give their name, title, company, address, city, province/state, and
postal/zip code.
Usually, you'll want
to address the letter to a person by name, and not just to the company or to a
title. If you don't have a name, you can usually get one by just picking up the
phone and asking: "Hello, I'm sending a package to your sales
manager/controller/office manager/whatever. Could you tell me their name
please?" It doesn't always work, but it takes 30 seconds to try. And check
the spelling of the name when you get it.
You will typically
address them as "Mr." or "Ms." Don't guess gender! If you
can't find out, just use their full name -- Dear Kelly Smith. If you can't get a
name, address your letter to a specific title or a general description of the
intended reader's responsibilities -- Information Systems Manager, Office
Manager, Plant Manager, for example.
After the body of
your letter, close with "Sincerely," or something similar, followed by
4-5 blank lines and then your name. Your signature goes in between. I rarely
bother with "Enclosure" or a secretarial designation at the bottom,
but if you know what these are and like to use them, go ahead. If not, don't
worry about it.
Robert is applying
for a position as manager of a mid-size airport. The position was advertised
nationally and will likely attract applicants who have managed smaller airports
throughout Canada.
Robert's never
managed an airport. He did look after an air-strip for a few years, but that
amounted to little more than keeping a big field mowed. He'll just look silly if
he tries to play up that experience.
He may not have much
of a chance anyway, but with this letter he tries to take the employer's focus
away from the areas where he's sure to come up second (or 100th) best, and put
it on the strengths he would bring to the position. Now it's up to the employer
to decide whether this is enough to make up for his lack of experience as an
airport manager.
Also notice how
Robert doesn't go into detail about his aviation experience. It's all on his
resume, but any serious applicant will also have a strong aviation background.
So he moves the focus of his letter to where he expects he'll have a competitive
advantage.
Robert
McCarthy
13 Park Street, Hillside, Ontario N0J 4X7
519/555-1212
March 21, 1997
Donald Feldman
Chief Operating Officer
Township of Hillside
55 Charles Street
Hillside, Ontario N0J 2N6
Dear Mr. Feldman:
There are many
others who have spent more time than I maintaining airport facilities. Although
I've been a pilot for nearly 20 years, have been an aviation safety officer, and
have operated a specialty air carrier in this area for the past eight years, I
expect that every serious candidate for this position will also have a strong
background in aviation.
But I think I have a
lot more to offer.
I know this region,
and understand the important role the airport will play in our economic
development. I know the airport, and many of its clients. I also have a vision
for the future of the airport. One specific idea I'd like pursue is convincing
the cargo & courier carrier industry to move their operations to Hillside.
An aggressive marketing of the benefits Hillside offers to business would
increase profitability without costly expansion. I have the experience and
skills to take on this responsibility.
As my résumé
details, I have 10 years' experience in senior management, with hands-on
responsibility for everything from customer service and sales & marketing to
financial planning and personnel management.
The creativity and
innovation I have used to develop and grow my own business, my entrepreneurial
approach and my proven sales & marketing skills are some of the unique
attributes I can bring to the management of the airport, along with the
necessary aviation experience. I look forward to the opportunity of presenting
some of my ideas to the selection committee. You can reach me at 519/555-1212
any time. Thank you.
Sincerely,
Robert McCarthy
Carol is responding
to an ad from a pharmaceutical company looking for sales reps. Her formal sales
experience is minimal, and pharmaceutical sales positions usually attract a
heavy response from experienced reps.
If Carol tries to
focus on her sales background she's doomed. There's no way she can compete on
those terms with someone who has five years' experience working a sales
territory making cold calls and presentations. And the ad will get dozens of
responses from people with that kind of experience.
So she takes the
focus away from sales experience and describes her belief in the product, her
involvement in the health field, and the relationships she's already developed
with potential strategic partners and customers for the company's products.
This letter is
filled with I's, me's, and my's, but it still might work. Every paragraph
addresses a skill or experience that the employer will want to see in their
reps.
Carol
Gainer
13 Park Street, Waterloo, Ontario N2J 4X7
519/555-1212
January 13, 1997
Vista Vitamins
5000 Maple Leaf Road
Hamilton, ON L0N 1N1
Re: Sales
Representative position
There's an adage in
the insurance industry that you can tell how successful a salesperson will be by
the amount of insurance he or she personally carries. If you accept that line of
thinking, you'll understand why I believe I would be an effective representative
for your company. Let me briefly explain.
As a registered
massage therapist, I have a strong interest in the health field and in promoting
healthy living. For years, I have been taking daily vitamin, mineral, and food
supplements -- including Vista products. I not only use these products myself, I
recommend them to my clients. I know first-hand that they are effective,
beneficial, and without the detrimental side effects of drugs and other
therapies.
The health food
store environment is one I am very comfortable in. I make it a habit to drop in
on the health food stores in the areas I visit and stay informed of any new
products. I have personal contact with all of the stores in the Kitchener-Waterloo
area, and my practice also brings me into contact with naturopaths, holistic
healers, and others who promote innovative approaches to health care.
I have worked as a
commissioned sales rep before and know how to find prospects and build
relationships with them. I am no stranger to cold calling and making sales
presentations. For the last six years, I've run my own practice and my success
has been completely dependent on my abilities to develop a customer base.
May I have the
opportunity to further discuss how I might contribute to your organization
during a personal interview? I can be reached at 519/555-1212 any time. Thank
you.
Sincerely,
Carol Gainer
You may find the
style too brash and pompous, it is an employer-focused breath of fresh air. And,
in the real world, this letter might do its job and get the interview.
Norman puts a
powerful spotlight on the value he can deliver to the employer. And he sells the
interview by promising "specific examples" and thorough references.
The opening is attention grabbing, he focuses on the benefits he will deliver,
and he gives just a bit of evidence to justify his claims (the resume should
provide the evidence in detail).
Norman
Waite
13 Park Street, Waterloo, Ontario N2J 4X7
519/123-9876
July 8, 1997
Human Resources
Manager
The Zilcos Agency
1313 Alta Vista Drive
Waterloo, Ontario N2J 2V1
Re: Sales Manager
opportunity
There's no shortage
of people who can "talk the talk."
Now that you've
scanned through a stack of resumes, you know that all too well. Profit gains,
sales increases, winning key accounts -- all these achievements are described on
my resume, but you've been reading over those kind of claims for the last hour.
Everyone seems to be able to find statistics which make them look like the real
deal.
So let's get down to
business. You're looking for aggressive strategic growth. I can help you achieve
your goals. Here's some of what I've done for others and will do for Zilcos:
Currently, I develop
new business for one of Canada's most respected marketing agencies. In the last
year alone, I've brought in over a dozen strategically targeted new accounts.
I've proven throughout my career that I create new business, develop existing
accounts, and cultivate client loyalty. I can do it for you.
I'm very good at
what I do. You'd expect me to say that, but when we meet I can provide specific
examples to support this conclusion -- and you can get references from senior
managers at any company I've worked with to confirm the value I've consistently
created.
A few minutes of
your time will go a long way in convincing you that I have something to offer.
Together, we will achieve breakthrough sales results. Please call me any time at
519/123-9876 and we can arrange a time to meet. Thank you.
Sincerely,
Norman Waite
There is no perfect
resume or cover letter. Perfection isn't the goal. Strive for excellence, but
remember that while you're sitting around tinkering with your letter, other
people are out getting work with letters and resumes that are far weaker than
what you had to begin with.