5 Steps To Writing an Outstanding Cover Letter

Writing a great cover letter is like telling a concise story. You're the main character, and the most relevant skills and experiences from your CV are the defining moments of the plot. Tie those in with the job description, and your cover letter will demonstrate you’re the best person for the role.

While some application processes don’t require a cover letter, you should always submit one if given the opportunity, as 74% of recruitment decision-makers prefer to receive job applications that include cover letters.

Encapsulating your work experience into a powerful 250 - 400 word (max) story while linking it to all the needs listed in the job posting is challenging, even for the most adept writers. Fortunately, we’ve created a simple formula to help you craft a compelling cover letter in five simple steps:  

• Step one: Identify the hiring manager’s problems or desires from the job description 
• Step two: Use your answers to craft an introductory paragraph
• Step three: Back yourself up with examples 
• Step four: Demonstrate company knowledge and why you’re applying for this role
• Step five: Review, refine, and close

Step one: Identify the hiring manager's problems or desires from the job description

Hiring managers are looking for people who can help them solve problems. Review the job ad and list the primary needs, desires, or challenges outlined in the description. Remember, cover letters need to be concise, so you won’t have the space to address every point in the job description. Choose the aspects of the role that you feel are most integral. 

Once you have a list, use the same terminology to explain your experience and how it relates to the role. Don’t worry about perfecting your sentences at this stage. 

Here’s an example:  

Step two: Use your answers to craft an introductory paragraph

This step involves stitching your answers together to create a powerful and succinct introduction. You may need to play with sentence order and cut sections to ensure it flows and remains punchy.

For example:

Step three: Back yourself up with examples

Once you’ve introduced yourself in alignment with the job description, it’s time to provide some supporting evidence. The most effective way to do this is to provide three to four bullet points highlighting your notable projects and achievements. Include data and links where possible to illustrate the success of a project. 

For example: 

Depending on the role you’re applying for, you could attach your online portfolio, provide an overview of last month’s exceeded sales targets, or include a link to an impressive client review (without breaking NDA rules with your current employer). The idea is that you want to back up claims with hard evidence.

Step four: Demonstrate company knowledge and why you're applying for this role

The final section of your cover letter will help the potential employer understand why you want this role and prove you’re knowledgeable about the company. Do some research by looking at the company’s website, blog, and social media channels to find answers to the following questions:

• What is unique about this company? What makes it stand out from similar companies?
• What conversations is the company engaging in online via social media or on its blog, and why do you think they are important? 
• What is the company’s overarching goal or ambition, and why do you want to participate?

Your answer could look something like this:

Step five: Review, refine, and close

You’re almost done writing your cover letter. Your introduction speaks directly to the company’s needs, the examples substantiate your claims, and the final section demonstrates you’ve done your research and have a passion for the role.   

Before you sign off and submit, take 20 minutes to polish your cover letter, check for any spelling or grammatical errors and typos, and, if you can, ask someone you trust to proofread it.

Running your cover letter through free writing software, such as Grammarly, is a great way to fine-tune your writing and ensure the style, tone, and delivery are on point.  

Finally, add the date and your contact information to the top, and a polite thank you at the end. After that, your cover letter will be ready. 

Here’s a cover letter example you can use for inspiration:

Frequently asked questions about cover letters

Do I need to use a personal greeting?

Don’t sweat the greeting too much. Many online sources say identifying the hiring manager’s name is essential. However, don’t let this hold you up if it’s not immediately apparent. It’s unlikely that a hiring manager will turn down a strong candidate just because you didn’t address them personally. 

Here are several perfectly acceptable greetings you could use:

• Dear [Department] Hiring Manager

• Dear Hiring Manager

• To whom it may concern

• Dear [Department] Team

One salutation to avoid is the overused “Dear Sir or Madam”.

Should I write in the first or third person?

It’s totally up to you. Some people find it easier to talk about themselves in the third person, but this shouldn’t impact the hiring team’s decision to proceed with an applicant. 

What if I don't have the option to submit a cover letter?

Many companies now use online application systems that don’t allow for a cover letter. You may be able to figure out how to include one in the same document as your résumé, but that’s not a guarantee, especially because some systems only allow you to enter data into specific boxes. If possible, find someone from the hiring team to whom you can send a brief follow-up email, including your cover letter. 

Does every cover letter need to be unique?

Yes. You should tailor every cover letter to the specific position you’re applying for. Once you’ve mastered the formula above, you will find this process much easier and will create customized cover letters faster.

Should my cover letter match my CV?

Using similar fonts and styles to your CV is a nice touch if you create a separate document for your cover letter. However, don’t feel you need to create an elaborate design; the hiring team will appreciate a clean and simple format they can quickly scan.

Is it okay to use humor?

Getting the tone of your cover letter right is essential. While it’s nice to show aspects of your personality, humor could be misinterpreted and maybe best saved for the interview. Keep your cover letter professional, positive, and friendly.

Can I express that I'm desperate for a job?

Unfortunately, coming across as desperate won’t help you land the job and may suggest you are inexperienced. Conveying passion is always a better approach. 

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