Open the door with a powerful cover letter
Ken Pelczarski | TLT Career Coach January 2019
Used strategically, this half-page document can give you a decided edge over other candidates.
The main goal of the cover letter is to entice the employer to have follow-up discussions with you.
© Can Stock Photo / edharcanstock
Is a resume by itself enough to stimulate an employer to call a candidate in for an interview? A resume without a cover letter does work fine in many instances. An accompanying cover letter, however, displaying an individual’s enthusiasm and career passion, often can provide additional information that opens the door to an interview.
Why a cover letter?
1. Most employers expect one. In today’s job market, applicant-tracking systems focus heavily on the fit of a resume to a position. The personal touch of a cover letter, however, still can come into play. Most employers like to read cover letters but may only find the time after a resume is screened manually or through bots. Be sure to take advantage in the application process if an employer offers the opportunity to upload a cover letter.
2. Tailor your presentation to the employer’s needs. A cover letter is the perfect venue to tailor your presentation to the specific job and company in a powerful and impactful way. If you research the company through sources such as networking and industry articles, you should be able to hit on some points directly related to the employer’s business strategies, goals and industry status in your cover letter. This tailored presentation could give you a decided edge over other candidates.
3. Mention items not found in your resume. Many advantages you bring to the table are not easily incorporated into your resume, such as interests, motivation and career goals. In addition, some areas outside your core experience and skill set, while not on your resume, may be extremely beneficial to this employer. All these items should be focal points in your cover letter.
4. Refer to specific items in your resume. Your primary experience and skill set will obviously be covered in your resume. Some of your skills and strengths, however, may not be directly applicable to the job. If the employer is looking for an individual who has managed distributors throughout North America and Latin America, be sure to direct the employer to that exact experience listed in your resume. Also, if that background in distributor management comprises much of your professional experience, emphasize that point.
5. Describe benefit you bring. If you are qualified for a position, you will certainly have pertinent accomplishments listed on your resume. You can take this a step further by doing company research and/or studying the job advertisement closely and discovering that you have accomplished the very same things the employer is looking to achieve from the candidate they hire. For example, be specific that you noticed the employer is looking to grow sales in Latin American countries for newly developed technology and stress that you have grown sales from zero to $1 million within one year in Latin America for similar products with a different employer.
6. Stress reasons you are interested in the job and company. This is critical subject matter that should be included in all cover letters. The employer might see from your resume that you are well-qualified for a position. They will not easily see from your resume, however, that you are highly motivated to take on this role. When an employer is hiring for a position, I believe that 50% of the battle is the candidate’s experience, education, skill set and capabilities, and the other 50% is the candidate’s interests, motivation and career goals. Be sure to emphasize in your cover letter this is the type of company you want to work with long term and this is a great position for your career path where you are likely to make a positive impact.
7. Explain reasons you are job searching. If you have a straight-forward reason for job searching (e.g., layoff, company relocating, company being acquired, company shift in business focus), state the reason in your cover letter. If the reason is more complex (e.g., problems with your boss, lack of company ethics, top management issues), keep the explanation simple by stating you are looking for more personal growth with a company that is moving in a positive direction. Avoid being critical of current or recent employers or of specific individuals.
8. Explain interim jobs, employment gaps and multiple recent job changes. In a perfect world, everybody would have a limited number of job changes and have a logical progression of advancement throughout their careers. This does not always happen to the most successful industry professionals. An honest summary of work experience and corresponding dates on your resume can raise concerns if you have had numerous employers or significant employment gaps. This needs to be addressed in your cover letter. You must be accountable in your explanations and also convince the employer that (1.) you have learned a lot through job changes, (2.) you know what you want to do in your career, (3.) you will be successful in the position being offered and (4.) you are a long-term fit for the company.
9. Discuss the ease, desire and low cost associated with relocation (if applicable). A prospective employer may not be actively considering out-of-town candidates. Therefore, it is important in the cover letter to not only sell your value but to make it clear if it is an easy move for you. Be sure to emphasize if (1.) the relocation is low cost, (2.) you are not selling a home, (3.) you and your family are excited about the move, (4.) you have a desire to settle long term in that location and/or (5.) you will pay for your own move. If most of these points are true, you can tell the employer to consider you almost like a local candidate.
10. Mention name of individual who referred you. If there is a respected industry professional who suggested you would be a good fit for the position, mention this in your cover letter. If the referring contact knows somebody well in the hiring company, mention this as well. Invite the employer to check a reference with this individual or with other mutual contacts in the industry (especially current employees at the hiring company).
11. Ask for an interview. Request an interview and state your availability (i.e., for both telephone and in-person interviews) in the closing part of your cover letter. Mention possible interview dates if you have planned time off work in the coming weeks. In a relocation situation, be sure to mention dates you will be traveling to their location and are available to be interviewed at no cost to the employer. Emphasize if you are highly motivated to make a job change and if there is specific short-term timing involved.
Guidelines for writing a cover letter
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Quarter to half a page in length.
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Maintain a template for each type of position for which you have interest.
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Address to a specific individual, ideally by proper name (hiring manager or human resources).
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State how you heard about the position.
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Include complete personal contact information (not work).
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Comply with information requested in job ad.
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Make it concise and tailored to the job and company.
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Stick to relevant experience and accomplishments.
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Do not tell your whole story, just enough to entice an employer to speak with you.
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Avoid excessive name dropping.
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Let your personality, passion and enthusiasm show.
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Do not include photos of yourself.
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Do not be critical of current or past employers.
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Do not stress compensation.
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Mention when you will follow up.
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Request an interview.
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Close with a strong, positive statement.
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Proofread and spellcheck.
There may not be enough room to include all desired information in a half-page cover letter. You need to select carefully the most important items that convey the benefit you bring, your high level of interest and potential long-term fit. The main goal of the cover letter is to entice the employer to have follow-up discussions with you.
Seize the opportunity in your cover letter to give the employer a glimpse of who you really are in relation to the employer’s needs. You will likely secure an interview as a result.
Ken Pelczarski is owner and founder of Pelichem Associates, a Chicago-based search firm established in 1985 and specializing in the lubricants industry. You can reach Ken at (630) 960-1940 or at pelichem@aol.com.