The subtle art of crafting an effective cover letter


Clients often ask us if cover letters are even required anymore in today’s online recruiting environment, as they are often listed as “optional” on applications.

We strongly recommend including one for any position that you are seriously pursuing.

If you want the job badly enough, it's a must.

Done correctly, a cover letter can be the deciding factor on whether or not you land an interview – especially if you are applying for a role that is a bit of a stretch.

Think of the cover letter as your opportunity to personally make your case as to why you are the ideal candidate for the role.

Cover letter writing is a subtle art.

Here are the most common issues we see:

1) Not including one

We recommend submitting a custom cover letter for each position you apply for, as it allows you to do the following crucial things:

  • Demonstrate genuine interest: A cover letter shows that you are genuinely interested in the position and sets you apart from candidates who did not include one.
  • Elaborate on relevant experience: A cover letter allows you to elaborate on selected points mentioned on your CV that are particularly important for the role.
  • Provide additional information: A cover letter gives you the opportunity to provide additional information not included on your CV (such as why you have a gap in employment or that you will be in town for a potential interview next month).

2) Regurgitating information from your CV

You should use your cover letter to expand on bullet points in your CV and add additional information - not to simply re-state what you have already written.

When crafting your cover letter, consider these questions:

  • How can you go above and beyond the factual information already on your CV and tell the back story behind how your accomplishments and projects came to fruition?
  • Can you add further detail on specific projects or initiatives you worked on?
  • Can you elaborate on the impact of the projects or initiatives that you helped implement? How did the organisation benefit from your work going forward?

3) Sending the same cover letter for each position

Sometimes it’s okay to send the same CV for multiple applications – especially if you are applying for jobs in the same industry.

Not so with the cover letter.

Your cover letter should specifically make your case as to why you would be a good fit for this particular role – for this particular team – for this particular company.

With a carefully tailored cover letter, you convey that you are seriously considering the role and that you made the effort to do your research!

4) Not tying your experiences into the job description

The objective of the cover letter is to elaborate on how you are a great fit for the role and how you will succeed should you land the job.

Therefore, you must provide examples of what you have accomplished and tie these into the requirements listed on the job description:

“In my current role, I built models to create 10-year pro forma financial projections in Excel, and I will be able to apply these skills to create models that drive efficiency and decision making for your company.”

5) Keeping the focus on them – not you

The cover letter should focus on explaining the value you will bring to the company – not what you expect to get from them:

  • Don’t focus on you: “I look forward to learning more about the industry” or “I am excited for the opportunity to build my skills.”
  • Focus on them: “I look forward to applying my sales skills that I demonstrated in my previous role to quickly start adding value to your firm.”

6) Forgetting to edit

Believe it or not, companies regularly receive generic cover letters addressed to, well, another company.

This careless mistake can instantly put paid to your chances of interview.

 Ensure that you:

  • Keep your cover letters organised in a folder and name each file with the specific company name. In this way, you’ll minimise your chances of making this all-too-common error.
  • Double-check that your cover letter is addressed to the correct person – correct title – correct company – correct job – correct address.

7) Not doing your research

Make sure you thoroughly understand the position you are applying for.

If you know you will be reporting into a certain manager, try to look them up on LinkedIn and address the cover letter directly to them.

The more specific information you include, the more you will stand out. Including this information is a clear indicator that you did your research and are taking your application seriously.





Matt Glodz

Matt Glodz is the Founder and Managing Partner of CV Pilots and a Certified Professional Resume Writer.

Based in London, he currently works with applicants ranging from CEOs to recent graduates and has been writing CVs for over eight years. After studying business communication at Cornell University, Matt worked within Fortune 500 companies, where he observed what drove the decision making of recruiters and hiring managers first-hand, noting that qualified candidates were frequently denied interview opportunities due to poorly written documents.

At CV Pilots, Matt combines his solid business and writing background to craft CVs that give his clients the best chance of landing interviews. He has lived in the UK, US and Italy.

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