We discuss why cover letters are important, analyze an effective cover letter sample, and show you how to craft yours
We're often asked how to craft a powerful cover letter that will influence a hiring manager to grant you an interview and whether cover letters are even required anymore.
Simply put, a well-written cover letter will never hurt – and it may just be the reason a recruiter chooses you for an interview over another similar applicant.
In this article, we provide a comprehensive guide to writing cover letters while answering questions we’re frequently asked on the topic.
- Why you should include a cover letter
- Whether cover letters are required
- What makes a strong cover letter (with a cover letter sample)
- Which top cover letter mistakes you should avoid
- How to structure yours using our cover letter template
Why should I include a cover letter?
We recommend submitting a custom cover letter for each position you apply for to achieve the three key objectives:
1) Demonstrate your interest in a specific position to prospective employers
2) Elaborate on work experiences that are particularly relevant to the job
3) Provide additional information that will help hiring managers determine why you are a strong fit
While your cover letter may occasionally get skipped over by a hiring manager who chooses to go straight for your resume, it may be the single most important factor that drives another hiring manager to invite you for an interview.
You simply don't know who will be reviewing your application, how they approach the recruiting process, and what will resonate with them.
1) Demonstrate your interest in the role
A cover letter shows that you are highly interested in the position and sets you apart from candidates who did not include one.
When deciding whether or not to include one, ask yourself how badly you want the job.
If you're applying for a dream job, you have every reason to put your best foot forward and invest the time necessary to write a quality cover letter.
If you're only moderately interested in a role and would be indifferent if you were rejected, you may prefer to save the time and quickly submit a resume instead.
Remember that sending a poorly written cover letter can be worse than not sending one at all!
2) Elaborate on relevant experiences that show how you’re a good fit
A cover letter allows you to elaborate on specific points mentioned in your resume that are particularly important for the role.
While your resume serves as a fact-based outline of your work history, your cover letter allows you more thoroughly discuss select accomplishments.
If there was a consulting project or initiative you worked on that piqued your interest in the role you are applying for, it's worth mentioning in your letter.
Other information you may want to address in your cover letter include:
- Relevant certifications or qualifications you are pursuing or recently obtained
- Why you are looking to switch career paths
- Why you are interested in that specific job
3) Provide additional information that may influence the employer’s decision
In your cover letter, we recommend briefly addressing issues that may raise red flags to provide hiring managers with additional comfort.
Remember, a hiring manager’s primary goal is to fill the position with the best candidate possible. They want to be sure they won’t be wasting any time by inviting you for an interview.
Issues that you may want to address include:
- Gaps in employment
- Need for visa sponsorship or existing permission to work
- Upcoming move to the employer's city
Are cover letters required?
While resumes are a standard requirement on job applications, cover letters are often considered optional.
If an employer specifically requests a cover letter, however, you should absolutely include one.
Even if a cover letter is not specifically requested, we recommend submitting one if you have the opportunity to do so.
However, before you start crafting yours, double-check that you’ll have the option to submit it, as some companies simply don't want them.
Amazon, for example, simply states that "being a peculiar company, we don't accept cover letters. Just ensure your resume is up to date and you're all set."
What makes a strong cover letter?
Read through the sample cover letter for a VP of Marketing position below (you can see the full PDF version at this link).
In this example, you’ll notice that Rebecca’s cover letter is especially effective because she leveraged the following strategies:
- Addressed the letter to the hiring manager, showing she conducted her research
- Used the introduction to explain why she is interested in a role at the company, demonstrating her sincere interest
- Outlined three strengths relevant to her target role, providing a preview of what she will be discussing in her letter: driving customer engagement, improving marketing results, and organizing promotional events
- Provided concrete examples from her previous roles, explaining how she excels at the three areas mentioned to provide evidence that she will be able to effectively fulfill the position requirements
- Thanked the reader and opened the door for potential follow up
May 7, 2020
Mr. Thomas Smith
5201 Sheridan Road
Chicago, Illinois 60640
Dear Mr. Smith,
I am writing to express my interest in the Senior Vice President of Sales and Marketing position with Mindful Chef. I had the pleasure of trying out Mindful Chef’s recipe boxes during my visit to London last year, and I am impressed by the company’s fast growth and commitment to developing strong relationships with its suppliers.
I have a successful track record of driving customer engagement, improving marketing results, and organizing promotional events for new brands. I would leverage these experiences to grow Mindful Chef’s marketing and reach during the company’s expansion into the US.
In my current role at Ralph Lauren, I am responsible for increasing customer engagement across all channels, with a specific focus on eCommerce. By defining key KPIs for each of our marketing initiatives, my team contributed to significant reductions in our customer acquisition cost. We carefully analyzed all of our marketing spend and were able to decrease our Google Ads CPC by 10% and increase conversion rates by over 200%, for example, by focusing our ad spend on keywords that drove results. Because Mindful Chef is an online retailer, I would be able to implement similar initiatives to increase sales and ensure that marketing spend is justified.
I joined KIND when it was still a small company with under ten employees, and my team’s sales and marketing efforts helped it become an instantly recognizable brand at stores like Starbucks and Whole Foods. To get KIND to this stage, I organized over 100 promotional events that helped increase brand awareness. We passed out samples at marathons, outside local gyms, and at festivals such as Lollapalooza. I would similarly combine my expert knowledge of eCommerce, retail, and in-person marketing to grow Mindful Chef’s brand recognition in America.
Thank you for your time and consideration, and I look forward to discussing my qualifications with you further. If you have any questions in the meantime, please feel free to contact me by email or by phone.
What are the most common cover letter mistakes?
The three most common cover letter faux pas we see are:
1) Keeping the focus on yourself instead of on the employer
The purpose of the cover letter is to sell an employer on how you will help their organization achieve the goals they laid out in the job description.
Don’t focus on what you hope to gain or learn from the role.
First and foremost, hiring managers care whether you’ll be able to get the job done.
Show them examples from your past as evidence that you will serve their company in a similar fashion.
2) Not tying your content into the target role
To prepare a great cover letter, you should tailor your content to match the specific skills and qualifications the job posting is looking for.
To do so, print out the job description for your target role and highlight the most important responsibilities mentioned.
You’ll want to naturally weave these keywords into your cover letter as you reference relevant examples from your work experience or academic training.
Each body paragraph should also end with a transition sentence that ties the example you provided into how it is relevant to the company.
3) Sending the same cover letter for every position
The primary benefit of sending a cover letter is that it allows you to explain why you are a strong fit for a specific role.
You should never send the same generic cover letter to multiple companies.
It’s easy to spot a cover letter that was not customized, and it signals that you were likely sending out bulk applications to multiple companies.
Whether or not it’s true, your goal is to make each company feel like it’s your number one employer of choice.
At the very least, you should explain why you are interested in the specific role you are applying for.
If you don’t have time to craft a custom cover letter, it’s often better to omit it completely.
How is a strong cover letter structured?
Your cover letter should be one page in length.
By keeping your content brief and well-structured, you’ll help ensure that a hiring manager actually reads it!
Below, we provide a simple, effective cover letter format for you to use. Simply fill in the fields in brackets, and you'll be good to go!
Try to address your cover letter to a specific person whenever possible. Use LinkedIn or the company website to find out who the hiring manager or division leader is.
This approach demonstrates that you took the time to research your prospective employer.
Opening Paragraph [Why you are writing and why you are a good fit]
Dear Hiring Manager,
I am writing to apply for the [target role] role with your company. I believe that I would be a strong fit for the position based on my experience as [current position name] as well as my [previous positions/academic background], where I demonstrated my ability to effectively [fulfill job requirement #1, job requirement #2, and job requirement #3].
First Paragraph [Your current role and how it is relevant]
I am currently the [job title] at [company name], where I am primarily responsible for [describe key job responsibilities here]. In this role, I have [describe relevant experience]. This experience demonstrates my ability to [fulfill job requirement 1], which will allow me to effectively contribute to your team as a [target role].
Second Paragraph [Your previous experience and how it is relevant]
As outlined on my resume, I previously held [types of previous positions] roles at [company names]. Select achievements from my career that demonstrate my ability to [fulfill job requirement 2] and [job requirement 3] include:
- Achievement 1
- Achievement 2
- Achievement 3
As a [target role], I would similarly [devise and implement new strategies] that [help drive sales for company name, etc.].
Third Paragraph: Why you are interested in the role and the company
I am particularly interested in joining [company name] because [insert specific reasons regarding company culture, fit for the position, transferable skills, etc.].
Thank you for your time and consideration, and I look forward to hearing from you regarding the potential next steps. If you have any questions for me in the meantime, please do not hesitate to contact me.