Covering Cover Letters
By Sue Campbell, 1st-Writer.com

Why A Cover Letter is More Than Just A Dust Jacket

"Do I really need a cover letter?" I'm asked this question a few times every month. I get the impression that people are hoping I'll say, "No! You don't need a cover letter! Your resume is great alone!"

After putting so much time and effort into a resume, it's easy to understand why people may think a cover letter is nothing more than a "dust jacket." Just one more piece of paper that delays the reader's ability to get to the good stuff. What do most cover letters say, after all, but, "You've got a job, I've got a resume. Hope to hear from you soon!"

Yet the cover letter is more than a way to dress up your resume. It has a genuine purpose.

While your resume will hopefully give your reader a sense of your “fit” for the types of roles and positions you’re targeting (via your skills and past experience), the cover letter acts as an introduction as to why you are the perfect candidate for this position at this company.

Instead of saying, “You’ve got a job, I’ve got a resume,” it says, “You’ve got a job and I’m the perfect person to do it. Here’s why…”

If written well, your cover letter will encourage your reader to turn to your resume with increased interest and assurance, and it can be a deciding factor between two otherwise equally qualified candidates.

Pretty powerful for a “dust jacket,” eh?

What the Cover Letter Does that the Resume Doesn't Do

While your cover letter acts as an introduction, it can also take your resume information one step further by showing your reader how your history and past achievements can be applied to meet the unique needs, concerns, missions, and goals of the company you're targeting. In this way, your cover letter not only confirms your qualifications for the position, but also indicates that you are the right person for this particular company.

In order to present your qualifications in a meaningful way to a specific reader, you need to do some homework on the company you're targeting. Learn all that you can about who they are, what they're trying to achieve (what are their goals this year, last year, next year?), who comprises their customer base or target market, what their products or services are, what their strengths and weaknesses are, what their main concerns may be, who their competitors are, and how well they're achieving these goals (how well are they doing?). Knowing this information will not only help you identify ways in which your skills can be directly applied for the company's benefit, but can also help you determine if this is a company worthy of your time and contributions.

Finding out information about companies may be easier than you realize, as much of this information is available through public records. For example, online you can check out: Hoover’s Online: http://www.hoovers.com/free/ and more on the Research that Company! section of the Career Resources page.

Most companies have Web sites that you can research, and there’s a lot of good reading to be found there. How a company’s Web site markets itself will tell you a good deal about the way the company operates, who comprises its customers or target market, its philosophies (what kind of message it's trying to convey to its market audience) and what it believes sets it apart from the competition. Think about how your skills, background and personal characteristics (personality and personal beliefs) fit into this type of environment. Look at the key players – what do their write-ups tell you?

One caveat, however – don’t do this research on your current employer’s computer.

Also, use search engines to research any additional or outside information available on the company (such as newspaper articles, etc.).

Your local library is another great resource. Tell the Librarian what you're trying to achieve and you may be surprised by the number of resources available. A few resource guides worth mentioning are: Corporate Jobs Outlook, Corporate Technology Directory, Directory of Corporate Affiliations, Directory of Leading Private Companies, and The Almanac of American Employers. Doing a search on the library computer may turn up additional articles, press releases, or annual reports, all great indicators of what a company is trying to achieve and how well they're doing.

In doing your company homework, you may discover an area where your particular skills or background can make a substantial difference in the way a particular company meets its objectives. Nothing will advance your opportunities faster than finding a couple of flaws or deficits in the way a company manages its operations and having the ability to show how you can improve operations (increase profits or productivity, reduce costs, etc.)  - just be very careful in how you present these flaws. No one wants to hear that their company isn’t at the top of its game or that they’re not doing a terrific job. However, every smart manager and leader is looking for problem solvers who can improve the bottom line while fitting in with the company environment and team. A good hiring manager wants to hear, "I have some ideas that could really make this particular effort fly, and I'd like to talk with you about them." Knowing that you have something valuable to offer is a great incentive for a recruiter or hiring manager to want to meet you in person to learn more (the interview).

Once you have a solid understanding of your target, you need to identify how your skills, experiences, education, achievements, and personal characteristics fit into the needs and goals of the particular company. One easy way to determine this is to identify what it is about the company that (after having learned all you can about them) makes you want to work for them. What do you envision yourself doing for them, for their benefit? How do you see yourself making a difference?

Where in my Cover Letter or Résumé Should I State What I'm Hoping to Gain from Employment?

No where.

Forget the “chance for advancement” statements or other mistakes that cover letter and resume writers make (most of the time you can forget the objective statement altogether). Forget all about what you’re hoping to gain from the experience. The simple truth is, at this stage of the game, your reader doesn't care what you want or what you're hoping to gain. He or she only wants to know what you have to contribute.

Therefore, to be effective, to achieve your goal of an interview, your focus has to remain on what you have to offer and what you can do for the reader (potential employer). Negotiating how this job may benefit you will come later.

You want your reader to act (hopefully by calling you to discuss the position and establish a time for an interview - or at least to be willing to accept a call you've indicated you'll be making).

Later, during the interview phase, you'll have an opportunity to address how the position can meet your needs.

The Two Types Of Cover Letters

There are basically two types of effective cover letters: the position-specific cover letter (or “standard” cover letter), and the broadcast cover letter.

The position-specific, or “standard” cover is used in submission to an ad or known position opening. This type of cover letter is easier to write because: 1) most of the criteria is readily available to you through the source (job ad or referral), so that you have a basic material you need to target your cover letter effectively, and 2) you know the reader is looking for qualified candidates (your submission will be, at least initially, welcomed).

The second kind of cover letter is commonly called a "broadcast" cover letter. This type of cover letter is used when targeting companies of interest but when no known position opening exists. Although some companies frown on unsolicited resume submissions, many position openings go unannounced to the general public. This is one tool in accessing what is sometimes called the "hidden job market." Waiting for a position to be advertised simply assures that your resume will be placed in competition with hundreds of other eager, equally qualified candidates. See more on broadcast cover letters.

The Basic Elements of the Cover Letter

The layout of your cover letter is as important as the layout of your resume. Keep in mind that the first impression your reader will have of you will be your cover letter (okay, it's actually the second thing they'll see, followed by your envelope – and I recommend using a 9x12 white envelope to mail your documents – no creases).

Your cover letter should complement your resume in style, layout, letterhead, print and paper quality. It shouldn't look like it was simply an “add-on” or afterthought. The cover letter is an integral part of the entire presentation. Make it a professional complement to the other documents in your job search arsenal (resume, references, job hunting business card, etc.).

Cover letters normally follow this general outline:

• Your contact information (letterhead): Make sure your contact information is easy to read and reference by using a font size no smaller than 11 pts. When all is said and done, how to contact you is the most important information in your cover letter.

• Date: It's important to give your reader a submission date, indicating that the information is timely and relevant.

• Name of recipient and his or her title: Get the exact name and correct spelling whenever you can - it will always have a greater impact than an anonymous recipient greeting. People like reading and hearing their own names, and they like them spelled and pronounced correctly.

• Company name, street address, city, state, and zip code.

What if you don’t know the company name? What if it’s a blind ad? If the ad contains a fax  number, chances are you can identify the company name by using a reverse look-up service, such as AT&T’s Reverse Phone Number Lookup: http://www.anywho.com/rl.html

• Job title or reference number: Re: ________.

• The Salutation: Use either exact contact name, "Mr./Ms. _____," or use "Director of Human Resources for Name of Company" when you don’t know the exact contact. Never use "Dear Sir or Madam," or, worse, "To Whom It May Concern," or your letter will end up looking and sounding like a form letter.

• Opening paragraph: Although you may be tempted to come up with an interesting opening sentence, there's value for your reader in identifying for them the ad or position for which you're applying. Your reader may be screening resumes for several positions, and including a reference to the position title and location puts the reader on the right track. Keep this introductory sentence to the point and brief.

The second line in your first paragraph should be attention grabbing, but avoid gimmicks. Although you're trying to "sell" your qualifications for the position, you don't want to come across as an advertisement. A brief, targeted summary sentence works very well:

"My background in ________________, _____________, and _____________ appears to be a solid fit for the position of _________.”

Or “It is with genuine interest that I enclose my résumé for your review and offer a brief summary of how my skills may benefit {Name of Company}'s _______ efforts."

• The second paragraph: highlights not only those qualifications listed in your resume, but also focuses your skills and characteristics to the specific position you’re targeting, and includes “value added” statements – skill requirements not addressed in the ad, but those you possess that you know will have a valuable impact on the position.

This second paragraph addresses the particular needs, concerns, missions and goals of the company (as you know them), and how your potential contribution will benefit and promote these goals (from the company's point of view). This is where you establish what sets you apart from your competition ~ the answers to the question “why I am the best candidate for this particular job at this particular company.” Ultimately, you want your reader to be able to envision you working for their company and producing valuable results.

• Closing paragraph: This is the only place in the cover letter where you indicate what you're hoping to gain from this submission (not from the job, but from the submission of your resume!): a call and an interview.

Don’t forget to thank your reader for their time and consideration, after all, they made it this far.

While you’re sending out these great cover letters and resumes, make sure your voice mail and answering machine greetings are professional. No cute greetings while you’re job hunting. No background noise. Simply offer the appropriate identification information, and be brief. The following works very well:

"You have reached Joe Smith at 234-5678. I'm sorry I'm unable to take your call at this time, but your call is very important to me. Please leave your name, your number and a brief message and I will return your call as soon as possible. Thank you for calling."

For “Salary Requirements” and “Salary History” see Salary

What to Do After the Cover Letter and Resume Have Been Sent

It would be wonderful if every resume and cover letter submission resulted in a telephone call. Unfortunately, we live in a real world of busy people, and it's very competitive out there. Be proactive in your job search. Be willing to follow up your resume submissions with a phone call or a note that reiterates your interest in the position and company, and offers to provide further information if necessary.

Your reader may receive hundreds of resumes, and hearing from you may move your resume closer to the top of the pile. A good time frame to follow is two weeks. If you’re keeping track of all your submissions (dates, contact name, job title, etc.) you should be able to accomplish follow-up phone calls and letters effectively.

Good luck in your job search! Sue Campbell, 1st-Writer.com - over 15 years experience helping clients achieve their career and business goals. Feel free to e-mail me with any questions you may have. I'll be glad to help!

1st-Writer.com • P.O. Box 1128, Keystone Heights, FL 32656-1128 • (904) 248-2493 •  E-mail Sue Campbell

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This page last updated: 01/27/2010