Resumes Down. Cover Letters to Go.
I have written extensively about how to write a resume, but I constantly get asked about those pesky cover letters. Do they matter? Yes. Do you need one? Usually. Are they just as important as the resume? Not so much. But you still have to write the cover letter. Really, you do.
Here’s the thing. Most readers, whether a recruiter, hiring manager or CEO jump straight to the resume. It’s just natural. Even when you apply online to a job, the system usually puts your resume before the cover letter. This means if they don’t like your resume, they won’t even get to the cover letter. That means you have to focus on the resume first and make sure (yes, I am broken record) that it is customized for the role. Then it’s on to that cover letter.
What makes a good cover letter? Let’s start by looking at one from an MBA student currently applying for an internship:
Dear Mr. Davenport:
Please accept this letter and the attached resume in consideration for the Intern Associate position with XYZ Company. In conjunction with the skills I am developing as an MBA student at Local College, my time spent working and operating my own business internationally has given me extensive experience in bringing products to market, managing marketing programs and building client relationships.
From the start of my business career with the launch of John’s Video Games, to living in Tokyo collaborating with companies, my career has always focused on implementing innovative solutions that met client needs. I was drawn to XYZ because of the opportunity to work on challenging sales and marketing assignments, be responsible for client project ownership, and work in a team that reports to senior team members. These are the types of opportunities that have motivated me in my previous roles as a marketer, consultant, team player and business developer.
Below please find key skills and traits that I believe would add an immediate benefit to XYZ:
- Proven project management skills- While living in Japan, I developed and executed multiple projects that generated over $100,000 in revenues.
- Experience using analytical data to make impactful business decisions- Using demographic and psychographic analyses, I created behavioral models to support customer targeting and segmentation. I teamed with a group of 4 marketers to use these findings as the basis for our strategic planning, marketing campaigns and business development.
- Team player with strong interpersonal and presentation skills- I leveraged both client and business to business relationships to expand business partnerships in Japan. My team leadership skills were recognized as I was elected Local College’s MBA Director of Corporate Relations.
My time living abroad in Japan, Israel and Mexico has strengthened my understanding of international marketing and given me exposure to a diversity of best practices. These experiences have sharpened my ability to find unique solutions that will act to strengthen XYZ’s clients in todayâs constantly evolving business landscape. I look forward to speaking with you about internship opportunities with XYZ..
Sincerely,
John H.
Seems pretty good huh? Well it is. A good start at least. Let’s recap what works BUT also what doesn’t:
1) John has done his research here–on himself. He does a good job of spelling out his specific skill strengths, like project management and data analysis. BUT…
– Where are the behaviors? John makes mention of what motivates him but not why he is good at those skills. Is he detail-oriented or intuitive?
– What are the company’s needs? Without seeing the job description, it is hard to make the connection. And recruiters are often recruiting for dozens of roles at once. Remind the reader why you are a fit by connecting directly to the things you asked for (i.e., “My strengths in data analysis from my experience as a financial consultant will serve to ensure I exceed your clients’ expectations as you detail a specific need for someone with strong detail-oriented analysis skills.”)
2) John makes it clear in his introduction the position he wants BUT…
– It reads the same as every other cover letter. If I am on the fence about your resume, what will make me keep on reading? This is especially important if you are applying or competing for a role like an internship that will have many applications of people with the same experience. John could have said something to start like: “Business owner, global work experience, relationship builder, respected by my peers. These are just four of the reasons I can contribute to XYZ’s bottom line as an Intern for the Summer of 2008….” Professional, but creative.
3) John gives some great examples of things he has done BUT…
– The cover letter still reads like a summary of the resume. I haven’t read John’s resume, but I am guessing it reads similarly. I’d recommend John dive in on a few of those examples very specifically. What was John’s Video Games? How did he generate the over $100,000 in revenues? If he is so good at building relationships, I want to hear an example of one he built and how it helped his business.
Make sense? At the end of the day, this letter is a great start, but I would be worried that it would read and look very much the same as many other letters. I don’t want to be tough on John–he obviously put alot of time into this. But I do want to be honest. The devil is in the details. When you apply to a job, so do many other people with similar experience. Make yourself stand out.
All of that said, check my book for a complete rundown on the cover letter strcuture. It really is as simple as:
A. Opener: what the position is and why you’re perfect for it. Stand out from the crowd here without being unprofessional
B, C and D: Three short paragraphs that dive into experiences on your resume. Be specific and connect each one to something the job is looking for.
E: Closing: Reiterate your fit by citing the job description and indicate your call to action–let them know you will follow-up.
Oh, and don’t go over two pages.
Article by Susan Strayer and courtesy of KaleidoBlog.
