Winning Cover Letters

You have approximately six seconds to grab the attention of the person reading your cover letter. We like to say that the cover letter looks forward to how you can provide solutions to a company’s challenges, while the resume is data and looks back at the accomplishments you’ve achieved. The trick is to make sure your cover letter is professional, presents you as the best candidate for that specific role, and is compelling in its presentation. 

For every job opening, hiring managers are bombarded with interest from hundreds of candidates, especially in today’s economy. How can you make your cover letter stands out from the rest? It needs to be strong. It needs to be succinct. And it needs to be impressive.

The following do’s and don’ts can help you craft a winning cover letter. One that gets you noticed, in the door for an interview, and on your way to your next job offer.

DON’T: Address your cover letter to “Dear Sir/Madam”

For starters, the terms “sir” and “madam” are generic and outdated. Second, they can be offensive. How do you know if Jordan identifies as male, female, or nonbinary?

DO: Lead with a professional, personalized greeting 

Remember that you’re sending the letter to an actual human. Using their name is warmer than a generic greeting and sets the tone for a much more authentic cover letter. One that could be the critical first step in creating a relationship.

When a job listing includes the name of the interviewer or hiring manager, you’re in luck! Still, proceed with care. Double-check the spelling of the name when you type it onto your cover letter; misspelling their name is a sure way to catch their attention — and not in the way you’re aiming for. 

Include the name as it appears in the listing. Don’t shorten “Jonathan” to “Jon” unless you already have an established relationship, in which case it could be appropriate, depending on your level of familiarity.

If the listing doesn’t include a name, do some detective work to find it. Look for clues on LinkedIn and the company’s website, or phone the company’s main number and ask. Don’t give up easily, but if all else fails, opt for “Dear Hiring Manager” over other alternatives.

DON’T: Be sloppy

While it may seem obvious, hiring managers repeatedly tell us that they wish candidates had proofread their cover letters before hitting “send”. One typo or spelling error can be enough to toss your cover letter and resume into the “no” pile.

DO: Pay attention to every detail

Proofread your letter. Multiple times, by multiple people, if possible. Don’t rely solely on spellcheck, which doesn’t know the difference between “there” and “their.” 

Be especially careful if you’re copying and pasting anything from either your master cover letter or one you’ve sent to a previous employer. Take your time with each cover letter, giving it the attention it deserves. 

Aim for an A+ every time, with every cover letter, no matter how many you send in a day. This is a classic case where haste can make waste. And who wants to waste even one single job opportunity? 

DON’T: Focus solely on yourself 

It’s not all about you. Sure, you want your cover letter to communicate your value. But, no offense, your wonderfulness only matters to the hiring manager if it’s relevant to their needs. 

DO: Connect the dots between their needs and your potential contributions

Here’s a quick way to see if you’re in “me-me-me” mode: how many paragraphs start with the word “I”? Aim for zero to one. Any more than that, go back and rework those sentences to emphasize the immediate contributions you could provide to the organization.  

Related: Interviewing? Focus on Relevance.

One of the objectives of an effective cover letter is to convey an understanding of the job and the business. Adding a line or two about the organization’s recent triumphs or challenges shows that you’ve taken the initiative to learn about them. Better yet, it provides a perfect segue way to highlight ways in which your talents, skills and experience would add value.

DON’T: Ramble or repeat

Your cover letter is a preface to your resume. But it serves a different purpose. 

Don’t use your cover letter to chronicle your entire work history or list every award you’ve received. That’s what your resume is for. Use your cover letter to build interest in your resume, but don’t duplicate it. 

Hint at the compelling information in your resume, leading the reader to it. Consider your cover letter the appetizer and your resume the entrée.  

Remember that yours is one of many likely flooding the hiring manager’s inbox. Hiring managers are busy. They don’t have time for (or interest in) cutting through fluff. Help them out by making sure every sentence in your cover letter has impact. Even if your letter is brilliantly written, if it’s too long, it’s a deal-breaker. 

DO: Aim for succinct impact

Wow the reader with a very strong first line, followed by the next few lines designed to capture the hiring manager’s attention. Of all the candidates who’ve applied for the position, why should they talk to you? It’s up to your cover letter to convince them to read your resume.

Pique their interest by highlighting one carefully chosen accomplishment. Think of a relevant, professional situation you’ve been in where there was a problem or challenge. What did you do to improve it? What was the outcome? Describe it succinctly, peppering it with keywords you’ve extracted from the job description.

Match the tone of the job description; if it’s serious and formal, your cover letter should be, too. If it’s a little playful, go ahead and add a clever line. 

Make your cover letter memorable by customizing each letter, each time. What makes you unique and special — in a way that matches the requirements of this position? Even though every cover letter you write introduces you to the reader, choose which talents, skills, stories and accolades to highlight based on the job you’re applying for. 

Retool and refine as needed for each position and each person you send it to. One size does not fit all!

DON’T: Leave the ball entirely in their court

This is not a case of “hey, call me … or don’t.” Your cover letter has a purpose: to get them to read your resume and call you for an interview. Don’t end your cover letter without making that clear. And don’t give up if you don’t hear back right away.

DO: Be positive, proactive and perseverant

In the closing paragraph of your cover letter, politely request to meet, whether in person, by phone, or video, to further discuss opportunities. Every job is different, but the standard rule of thumb is to follow up by phone or email one week after sending your resume and cover letter (be sure to carefully reread the job posting to be sure they didn’t say “no follow-ups”). If you still haven’t heard back, wait another week or two to send a second follow-up message. 

Even if you’re feeling frustrated or discouraged, keep the tone of your communication positive. Any number of circumstances could delay a response from what could be your next employer!

Look as impressive in writing as you really are. 
Learn more about our resume, LinkedIn and cover letter writing services.