Career
Pathways
Create the Killer Cover Letter
A cover letter complements the resume in a job search, and serves to introduce the candidate to the recruiter. It is useful to think of the cover letter as a “sales” letter, which is trying to promote you, the job seeker, as the right candidate for the job in question. As such, it should follow the same plan that marketing experts recommend for all sales letters: the “AIDA” plan:
A - Attention,
I - Interest,
D - Desire,
A - Action.
Attention
Convince the employer to give your application a look by gaining his or her attention. Use a catchy one-liner to grab attention, or ask a question: “Is there room in XYZ Company for a dedicated employee with a consistent track record for increasing sales by up to 20%?” Try, however, not to be too “funny”, as this will only convey an impression of unprofessionalism.
Interest
The next step is to gain their interest in the product you have to offer – yourself. Demonstrate how you have solved problems in the past, making sure to select only those problems which you feel would be of particular interest to the employer. Showcase your skills to the potential employer in a manner which would make them want more. However, it is also important to maintain the interest factor. Revealing too much information will create boredom and so it is imperative to limit the cover letter to one page.
Desire
After capturing the potential employer’s interest, create a desire for action in them: Motivate them to call you for an interview by conveying the impression that you are the solution to their needs and their problems.
Action
Finally make it clear to the recruiter what it is that you want them to do: call you for an interview. Summarize your main points and use appropriate sales closing techniques to “finalize” the “deal”, such as suggesting a course of action: “If you feel that I am the right candidate for the job, please feel free to call me at…..to schedule an interview at your convenience?”
It is important to remember, however, that a cover letter, unlike a resume, is a personal document – written by a human being for another human being. Present facts and maintain a businesslike tone, but remember to be yourself. The cover letter is a reflection of your personality, and stiff and complex language will convey the impression that this is what your personality is like.
