Cover Letter That Sells
The importance of a strong cover letter cannot be over emphasized, especially in today's very competitive economic climate. It is critical that the letter be focused and show to an employer what you are looking for, what you can offer to the organization, your knowledge of the organization and what the organization can offer to you, in other words why you have chosen them specifically.
Some steps in constructing your cover letter:
Research Before You Write
The more you know about the employer's needs, the more compelling your letter can be. Review company Web sites, brochures, sales flyers and other promotional materials to glean pertinent information. If possible, speak with current employees to get the inside scoop. Search newspaper archives, public libraries and career-center resources. Do a keyword search using the company name and see what turns up.
Here are a few resources to get you started:
- Monster Research Companies
- Hoover's Online
- EDGAR Online
- Dun & Bradstreet
- Securities & Exchange Commission
Determine Your Unique Selling Points
With the knowledge that you have about the employer, how would you help achieve organizational goals? Set yourself apart: If there are 100 other applicants vying for the same position, why should the hiring manager take a chance on you? Write a list of the top five reasons why you're an excellent candidate.
Constructing Your Letter
Heading/Date/Inside Address If you are writing a traditional (not email) letter, select a standard business-letter format such as block style. Your letter's design should match your resume in style and choice of paper.
Salutation
It's best to address your letter to a specific person (e.g., "Dear Ms. Jones:"), and there is almost always a way to find a name if you are resourceful! But, in those cases that you simply cannot find a name, it is good to use a title such as "Dear Hiring Manager" or use "Dear Search Committee:" if the decision will be made by committee. Avoid stale salutations such as "Dear Sir/Madam:" and "To Whom it May Concern:."
Opening Paragraph
People in the position of hiring are busy and do not care to wade through fluff. Your opening paragraph should clearly state the position for which you're applying. Include a reference code if requested and the referral source (e.g., recommendation from a current employee, Monster, etc.). Your opening may also include a synopsis of why you are a top candidate for the position.
Body
Your letter's body contains the sales pitch. This is your chance to outline the top reasons why you're worthy of an interview. When writing the body text, keep in mind that hiring managers are self-centered -- they want to know what you can do for them, not learn about your life story. Demonstrate how your credentials, motivation and track record would benefit their operation. Review your top five selling factors (the ones you jotted down when doing your company research) and weave them into the body of the message. Back up achievements with specific examples of how your performance benefited current and former employers. Keep your letter positive and upbeat. This is not the place to write a sob story about your employment situation. Put yourself in the hiring manager's shoes -- would you call yourself in for an interview?
Closing Paragraph
Your final paragraph should generate a call for action, so express your strong interest in an interview and state that you will follow up soon to confirm your resume was received and discuss the possibility of meeting face-to-face.
Complimentary Close and Your Name
End with a professional close such as "Best regards," "Sincerely" or "Respectfully yours."