Cover letter can market skills

323

Dear Joan:
I am relatively new in the job hunting market, as I haven't had to look for a job for many years. I have written my resume and used many of your suggestions (using results, job objective etc.) and they were very helpful. But now comes the time that I must write a cover letter to an employer. It seems redundant to write everything that I just enclosed on the resume. What should I put on the cover letter?

Answer:
When you receive a form letter from a company trying to sell you something, do you take it as seriously as a company that writes you a personal letter? As you read a marketing letter are you thinking, "What's in it for me?" If you can't find an instant match to your needs, are you likely to toss it? If the letter is more than one page long are you going to read every word?

If you take the same critical look at your own letters to employers, you will score more bulls eyes. Your cover letter is a marketing piece, advertising you as the product.

The cover letter is viewed by many employers as a work sample. Often, a job candidate will sweat over a resume or seek professional help to prepare it. However, a cover letter tells an employer just how much the job hunter researched the company and the job. It exposes the job candidate's ability to construct a sentence, sell a point and demonstrate a professional vocabulary. A well-written cover letter will do the work for the employer by matching the candidate's most relevant work experiences and talents to the position.

But how can a candidate write a cover letter that's a "grabber" if he or she doesn't know much about the job? That's where some smart preparation comes in.

Begin by dissecting the newspaper ad or word-of-mouth referral information. On a separate sheet of paper list the qualifications and phrases that are used. For example, "a proven track record..." or "self-starter." Next to each phrase and qualification, list one thing you have done that demonstrates that requirement.

If you don't know anything about the company, contact their Human Resources Department and ask for their annual report. This will give you enough information to write a knowledgeable letter. If you know anyone who works at the company, call them and ask them about the job, the company, management, problems the company needs help with, and so on.

The first paragraph should clearly state your purpose and establish some interest. For example, "Paul Thomas, Advertising Manager of Weeler Printing Company, suggested that I contact you regarding the Director of Sales position advertised in the March 11, edition of The Peoria Journal Star." A referral is always a good way to capture interest even if the reader doesn't necessarily know the person. The implication is that Paul Thomas thinks this candidate has what it takes for this position. Obviously, if the reader knows the person, and this person is well regarded, all the better.

Another way to open your letter is to use the quality or skill most directly asked for in the ad and tell the reader how you can fulfill that requirement. For example, if the want ad emphasizes the need for, "a proven track record" or "experience required," start with, "As a seasoned manager with a solid, results-oriented background in financial management, I read with great interest your recent ad for a...."

The second paragraph should include a few of the most significant examples from your list of results that match their requirements. It's appropriate to use specific examples from your resume. These results don't have to be huge accomplishments; however, they must be directly related to the specific qualities for which they are looking. This is why a standard letter simply won't have the same punch.

For example, if the ad is looking for a "creative in-house communications specialist," your second paragraph might look something like this: "I offer a track record of seven years of achievement in the communications field; writing, editing, video, audio . . . " Then illustrate some examples: "Within 6 months of taking over the Company newsletter, increased readership by 25%, with no increase in budget."

Third party comments can be very powerful in a cover letter. For instance, "Our video productions are consistently rated "outstanding" and our in-house clients have said they are "better than those they had done by expensive outside vendors."

Finally, close by expressing a desire for an interview. "I am available to discuss my qualifications and experience in a personal interview." Another closing is, "I have enclosed my resume for your review, and look forward to future discussions regarding my potential contribution to XYZ Corporation."

You may be able to use some of the research you gathered on the company. For instance, "I am impressed with ACME paper company's commitment to open communications with its employees and plants around the country and I would be proud to contribute to that goal."