May 2013

There is lots of competition for jobs right now. On average, we receive 150 applications per vacancy. There are fewer opportunities available and people are still looking to progress their careers. There is great talent in the market; it’s a good time to hire.

With such a high volume of applications and less than 5% being chosen for interview, it is absolutely critical that your cover letter stands out from the crowd.

It is surprisingly rare to read a cover letter that gets straight to the point, engages me or gives me a wow.  Why is that? I believe that the majority of applicants are over-thinking it, making it too formal and are talking more about themselves rather than about the company, role and opportunity.

What I’m looking for:

1. Brief & Succinct – one page is sufficient.  You should be able to address the main points in a concise manner that gets straight to the point. When competition is strong, you had better get to the good stuff and quick!
2. Skills & Experience – this makes it easy for the reader to make an immediate link and match as to why you are suitable for the role and they will keep reading. For example, I have a management degree and 10 years work experience in this particular industry. I’m looking for quick facts.
3. Motivation – be clear on why you are applying for this job and not every other job advertised.  This motivation for applying can be the make or break reason for getting into the yes or no pile! It is the most essential piece of information I am looking for in a cover letter or when I ring someone to discuss their application – why were you motivated to apply for this job?
4. Wow – state something upfront that will give the reader a WOW feeling about why you have applied. If there is a common interest, link or value match, it can be an instant rapport winner to get you in front. A letter I received last week, stated that they had applied for the role because this organisation had inspired them 10 years earlier to kick start their career in the health sector and major in health management with their MBA. It gave me an instant wow.
5. Get Creative – don’t send me a tea bag and tell me to grab a cup of tea while I read your CV (a very old and cheesy gimmick in my opinion), but think about how your letter can stand out. Colour, a relevant graphic, a quote you live by, mention something about the organisation or industry that inspires you.
6. Why them – the story you should tell is why you’re interested in this company and this particular role (it’s all about them).  Phrase your letter in terms of how you can help them and what you can bring to the role rather than just what’s in it for you and your career.
7. Why you – in a letter you can reveal more about your personality, values and motivation (not so easy to do in a resume, which is more factual). Be clear on how you can contribute and potentially solve the organisation’s problems or challenges.

Remember 95% of applicants are being rejected due to poor cover letters and resumes including incorrect spelling, generic “to whom it may concern”, long winded, lengthy and irrelevant information that doesn’t demonstrate any motivation for the role. Never use a standard cover letter that lacks specific detail related to this company and this role – we can spot them a mile away and it is an automatic indication of laziness and a genuine lack of interest.

If you really want to get to the front of the line – simple, honest and genuine communication that represents motivation, careful thought and a unique proposition. A cracker cover letters involves being real, telling a story and demonstrating desire. Come on …. give me a WOW!