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Cover your bases
Well-written, informative letters give your resume a better chance to shine
The cover letter is just a three- to four-paragraph business document to accompany your resume, right? Like completing applications, networking and preparing for an interview, writing cover letters is a necessary step of the job search. So why is it so intimidating?
First, it's not an option. In these times of electronic filing, the cover letter may be a cover e-mail, but you still need to send a letter tailored to each individual job listing.
"One of the purposes of a cover letter is to serve as the introduction of yourself and your resume to the hiring manager. It would be rude to just walk up to someone and start talking. You'd introduce yourself first," said Stephanie C. Harper, Atlanta career consultant, author, radio expert and founder of Career Education Inc. "A hiring manager should start getting a sense of your personality, abilities and work ethic from your words. How you introduce yourself can make or break your chances of getting an interview."
Second, the letter is about you!
"Writing about someone else's accomplishments and abilities is easier than writing about our own, because we don't often think about ourselves in that way. Writing a cover letter forces us to look at ourselves objectively," said Randi Levy, a job search and resume-writing consultant and owner of Atlanta-based ResumeWorks.
Third, it's a unique form of communication. It must be simultaneously professional, thorough, brief and enticing.
"It should whet the reader's appetite to look at your resume and call you for an interview," said Casey Hawley, an Atlanta career consultant and workshop leader. "It's not a personal letter, yet it makes you feel so vulnerable writing it, because what you're really saying is 'Here's what I have to offer; I'm giving you my best stuff; please hire me,' " she said.
That said, mastering the cover letter is easier than you'd think, when you understand its structure and purpose. It's possible to create a model template that can be adapted for different jobs, and it gets easier with practice.
"It's not creative writing. It's more like connect-the-dots, because you're responding to a specific job posting. The idea is to identify what they want and what you have that fits their needs. The more closely you can align your skills and experience with their criteria, the more you look like a good candidate," Hawley said. Here's how:
Format
"Always keep it short and sweet," Harper said. "We've all been to dinners where someone's introduction to the main speaker went on way too long. Irritated, we just wish they'd get on with it. A cover letter is your first impression, and that's not the response you want."
Keep your letter to a few paragraphs and never more than a page.
"If your cover letter has to go in an electronic box, write your response in Word; edit it for grammar, spelling and word length; and then paste it into the box. You'll make fewer errors," Hawley said.
"Make sure your writing is clear and grammatically correct. That's so important," Levy said.
Whenever possible, write to the specific person who'll be doing the hiring, even if it means a call to the company to find out the name. If you're replying to a blind ad, use a formal salutation, such as "Dear Sir or Madam," "Dear Hiring Manager" or "Dear Recruiter."
State your purpose in the first paragraph, including naming the job you're seeking (hiring managers may be filling several jobs simultaneously), saying how you learned about it (jobs board, Web site, friend) and expressing your interest in it.
"If someone in the company or a friend referred you, by all means mention that upfront," Harper said. "That relationship could help get you in the door for an interview."
"Phrasing the position in terms of the employer's needs could help you start building the rapport that is key in being selected and will make your letter stand out from letters whose paragraphs start with 'I,' " Hawley said. "An example would be: 'Succeeding in the role of marketing manager will require deep experience in e-commerce and in print-media campaigns. I offer my nine years of timely experience as well as a successful portfolio as credentials and ask that you consider me for this strategic role.' "
Hiring managers often hire people not because they are the most qualified but because of "that irrational component" that makes them click, Hawley said. A cover letter is a great opportunity to start building those connections and links, she added.
In the remaining paragraphs, tie your skill sets and accomplishments to the job's criteria.
"Read the ad with a highlighter and identify the specific requirements so that you can make it very apparent that there's a connection between what they are looking for and what you've done," Levy said.
"Double columns can be a very effective and reader-friendly way of doing this," she added. "If 'project manager' is in the 'required' column, then the 'applicant response' column might read, 'managed a project at XYZ company that came in on time and $10,000 under budget.' "
Bullet points listed in the middle of the letter also can be quite effective, Hawley said. Bullets let you respond to specific requirements, supply a lot of information in a small space and make your points easier to see at a glance.
Close the letter by thanking the hiring manager for his or her time and consideration and by reiterating your interest in the job.
"I like to use a 'contribution' statement that says I look forward to contributing to their company," Harper said. "Don't say that you 'hope' they'll call you. Be proactive. Tell them you'll follow up by calling them on a certain date (a week or so away), and then make sure you do it."
You want to show that you have the competence and work ethic to take control of your job search.
Sign the letter with "Sincerely" and your full name.
Content
"A cover letter should never duplicate your resume," Harper said. "Your resume is the main menu, and the cover letter includes things you are adding to the recipe." You might point out a particular experience from a previous job that the hiring manager might miss on your resume.
"All candidates for a job will have the same experience and background if they're appropriately applying to the job's requirements," she added. "They'll all have the five years' experience. A cover letter should tell the differences in your five years."
It also should give the information requested.
"One of the purposes of a cover letter is to see if candidates can follow directions. If a salary history or range is asked for, make sure to include it, even if you make the range broad to leave room for negotiation," Harper said.
Specific details are most effective.
"If you tell someone that you increased sales by 20 percent in a nine-month period by implementing an innovative marketing strategy, that shows the prospective employer that you added value to your last job and opens the door to ask for more of the story in an interview," Levy said.
What you say should reflect not only that you know how to write in a clear, organized fashion -- writing skills are highly prized in the workplace -- but also that you've done your research and understand the company's purpose. You might point out that your ability to speak other languages would be an asset in a company's expansion into a global market, for example.
"Showing you've done your research will give you a better chance of getting your foot in the door," Levy said.
Tone
Keep it professional. Avoid sounding too casual, trying to be funny or using marketing gimmicks that might work against you. Avoid feelings and emotions, and don't gush!
"It's not a confessional," Hawley said. "If you've been downsized, you wouldn't say, 'Following a difficult departure from XYZ company, I . . .' It's too much information and not pertinent to the job.
"If you're not sure about your word or information choice, ask someone you respect in the business world to read it."
In today's environment, with corporate ethics under fire, hiring managers are fact-checking resumes and cover letters closely. "Highlight your accomplishments, but also be scrupulously honest," Hawley advised.
"You don't want to mislead anyone, but you want to mirror what they're looking for as closely as possible and prove that you're a good match for the job," Levy said.
This isn't the place to bring up negative information. "Focus on the positive and convey that you can make an impact quickly," she said. "Above all, show confidence that you deserve an interview. Confidence is key."
