Dos and Don'ts for the perfect cover letter

These days, many employers prefer CVs to be sent via email. This is no excuse to cut corners on a fantastic cover letter… the strength of your writing could mean the difference between a shot at an interview, or a very quick trip to "Deleted Items".

Your cover letter is at least as important as your CV, maybe more so, as it allows you to showcase your personality and professionalism. In exactly the same way as when you meet someone in person – that first impression of you is formed within seconds – it’s much harder to change a negative initial impression than to create a positive one in the first place.

With time and care, your cover letter can be an attention-grabbing document that introduces you to a prospective employer as interesting, enthusiastic, and suitable for the job, spurring them to look at your CV. They can, however, be challenging to write so here’s some tips to keep you on track.

Do stay relevant, and brief

If you don't impress an employer right away, you may not get the attention your application deserves. Don't bore employers with lengthy descriptions, keep your letter concise: about 4 paragraphs, no more than a page.

Make the reader’s life easier by keeping it simple – specify the job you are applying for and where you heard of it. If it was a referral, mention the person's name.

Open with a positive statement – you want them to stay awake, don't you? Always include new information about yourself, rather than reiterating what is in your CV, they’ve got that too – the two documents should complement each other, not repeat the same information.

Make every single word count: steer clear of adjectives and unsupported value judgements such as "I am an energetic and motivated team player". They don't add anything at this stage (if ever…) and won't help your case.

Don’t ever send a generic cover letter

We all know job hunting can be hard work and a little boring but always send your letter and CV to a specific person.  Never address your letter “To whom it may concern”. Letters addressed like this show you have little knowledge of or interest in the company.

If you don’t already know then call the company or check its website to find out specifically who is likely to read your application. Ask for the correct spelling of that person's name, as well as his or her title.

Do use who you know

Use your connections. If you know people who know people at a place you want to work, ask for a referral. Try starting your cover letter with "Our mutual friend/acquaintance Peter Piper thought I should email you"; this will immediately create a sense of familiarity for the person reading your letter and show that you have taken time and care to find out about the company and/or vacancy. He or she will be much more likely to give you a thorough look.

Don't mention money

In the same way that you are unlikely to mention price at the start of a sales conversation with a prospect, it won’t work in your favour to cite your current or desired salary in your cover letter.

While you may believe that stating your financial needs will help your candidacy, it's almost never wise to mention pay at this point. Even if you're responding to an ad that requests salary requirements, don't cite numbers. Acknowledge the request and add that you'll be glad to discuss salary information during an interview.

Do, do, do your research

Don't use a one-size-fits-all approach; use research to differentiate
yourself and tailor your comments to the employer's needs.

Start by researching your potential employer, a letter that shows you've done your homework can be a powerful differentiator. Keeping your goal in mind, search the website, newspapers, annual reports, etc. to find out what the company needs and ensure your cover letter makes it clear that you have resolved similar problems in the past.  Don't explain how you did it though – make the hiring manager invite you to interview before you share that information!

Demonstrate that you have thoroughly researched the company and understand its dealings. In the unlikely event that you are unable to track down relevant information, request it from the company – it will make you seem genuine and add to your credibility.

Don’t be afraid to get personal!

It goes without saying that your letter should be interesting and relevant to the employer while including pertinent facts about your candidacy but it also should reflect your personality – many people miss this crucial opportunity.

Don't send a really hot, aggressive letter if you're introverted and laid-back, you’ll have trouble following up on the letter, and you may not come across well, equally you could end up in a job you hate by pretending to be something you’re not. Always send a letter that mirrors your style.

Do end with a call to action

If you feel confident, ask the employer to call or email you, instead of writing that you'll follow up with them. You should still follow up, with a call or via email, within a week of sending your letter and CV.

Think about adding a postscript to your letter. While common sense might dictate against putting vital deal-making information at the very end of a letter, a lot of people just scan-read the body of documents thinking they are getting the right gist whereas almost everybody reads a P.S. – it just appeals. If you have something really important to say, think about writing it as a P.S. where it's most likely to be noticed.

Don’t forget to check, check again, and triple check…

To be sure your letter makes the right impression, send it first to a handful of trusted friends and colleagues and ask them for their candid opinion. Have them tell you whether it reads well and reflects your goals and personality. If the feedback is positive, begin sending it to employers…

…and after all that effort, don’t be let down by your proofreading. Double-check the letter before you send it. When you're applying for multiple jobs, it's easy to send the wrong cover letter, or not change the company name. Make sure you have addressed the letter to the correct person and company name and have included the job position.

Check also, of course, for spelling and grammar problems. And if you're sending your CV via an attachment, don't forget to attach it before you send it!