If
you're like most job hunters, the prospect of writing a cover letter generates
about as much enthusiasm as preparing a tax return. This
is unfortunate because cover letters can give you a real edge in job searching.
And most job seekers need every advantage they can get!
The
applicant who creates a cover letter is like the young man who presents a bouquet
of flowers to his prospective sweetheart. He doesn't have to bring her
flowers... but it certainly fares well for him if he does!
Cover
Letter Strategies
In
job searching, you must not only convince prospective employers of your value,
but you must court them as well. The
cover letter, however, is not just a courtesy. In addition to providing a personal
touch, it does the following:
Conveys
information that may not be appropriate on your resume (relocation and salary,
for example).
Sneaks in another sales pitch – with a personal angle.
Impresses the reader by showing that you've taken the time to research the company's
culture, goals, and philosophy.
ore
than
80% of
recruiters surveyed by the Society for Human
Resources
Management said
cover letters are a "necessity."
Focus
on Keywords from the Get-Go
Generally
speaking, the cover letter's introductory paragraph is more influential than other
parts of the letter. You may have composed a killer middle paragraph – or
a great close – but if your first paragraph is ho-hum, the reader may stop
there.
Because
the cover letter's first few words and sentences make a lasting impression on
the reader, it's important that you make a good impression. Does your introductory
paragraph make you sound competent and dynamic – or does it make you sound
blasé?
While
it may sound simplistic, one of the best ways to improve your cover letter is
to make every word count. One of the worst things you can do is start your cover
letter like this:
I would like to explore long-term employment opportunities within your organization
and have enclosed my resume for your review.
This statement is fine as far as grammar and punctuation are concerned, but it
doesn't communicate anything of value to the prospective employer. All-purpose
statements like this won't motivate an employer to continue reading because they
are not compelling. In short, a generic introduction doesn't impress anyone
and its lukewarm approach may blow your chance to make a good impression.
An
increasing number of job postings include a "keyword" section that lists
the employer's desired keyword skills.
Be
sure to give them what they want! Incorporate these keywords where appropriate:
Summary statement, job descriptions, training course titles, volunteer work, etc.
Project
Value
One
of the best ways to get employers' attention in the introductory paragraph is
to focus on critical keywords (i.e., qualifying skills, knowledge, expertise).
If you can grab their attention right away, they are more likely to continue
reading.
Even
better – take it a step further and explain how you can improve their bottom
line. The Before and After samples below illustrate this concept.
Before samples fail to mention the candidate's potential contributions.
After samples are rich with keyword-heavy value statements.
Before:I would like to apply for a sales management position with your company.
After:
My 13-year career in sales and record of success in account penetration and market
share development qualify me for a key position on your management team.
Before:
Your HotJobs posting for a marketing intern interests me, as I believe that
I have the skills you need.
After:
As a recent graduate with a Bachelor of Science degree in business administration,
I've received solid training in all aspects of marketing research, product positioning,
and statistical analysis.
Before:
I would like to work for ABC Company as a sales representative and believe
that my proven experience will benefit your company.
After:
As an award-winning sales representative with a broad knowledge of the national
ATM market, I have the ability to increase your company's sales volume and market
share.
Before:
My 17 years of experience may interest you as you search for a senior-level
candidate to lead your new company.
After:
With 17 years of management success in highly competitive national and international
markets, there is much I can do to contribute to your firm's startup and expansion
efforts.
Use
an Appropriate Writing Style
Be
sure to project the proper tone in your cover letter. For example, an aggressive
writing style may be appropriate for a telemarketer, but isn't likely to impress
the employer who wants to hire a machinist. For the best results, match your writing
style to the profession you're targeting.
The
secret of good business communication is to write in a simple, straightforward
manner. The most effective cover letters are those that have a personal, conversational
tone. Remember, one of the benefits of using a cover letter (especially online)
is that it provides a human touch. Cover letters with archaic phrases like "pursuant
to our recent conversation" make you sound like a robot, not a live person.
Another
mistake (made mostly by entry level job seekers) is to provide a complete list
of personality traits in the cover letter. Job seekers who use self-praising clichés
don't impress anyone, so be cautious here. A good way to keep this in perspective
is to make sure that tangible (or hard) skills outnumber personality traits (soft
skills) by a ratio of at least two to one.
Customize
Your Approach
Human
beings have a natural tendency to take the easy way out whenever possible –
and job searching is no exception. Because time is a valuable commodity, you might
be tempted to use boilerplate text or to copy a particularly good cover letter
written by your friend or neighbor. These kinds of shortcuts will save some time,
but it's highly unlikely that someone else's letter will "fit" you properly.
Does
one hairstyle look good on everyone? Does one type of car fit the needs of every
family? Of course not! In the same way, job seekers have unique strengths and
weaknesses, and those who use cookie-cutter letters rarely do themselves justice.
A well-written, custom-fitted cover letter is an investment in your career –-
so don't cut corners! Take the time to do it right.
Make it Easy for Employers to Access Your Web Resume!
If
you have HTML-capable e-mail (like AOL, for example), you can add a hyperlink
that instantly opens your Web resume. With a live hyperlink, employers
can access your Web resume with just one click.
ore
than
80% of
recruiters surveyed by the Society for Human
Resources
Management said
cover letters are a "necessity."
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