This is your chance to convey your suitability and enthusiasm for the role. It gives you a little-used opportunity to impress by showcasing your knowledge about the company and/or its industry. Better still, show a personal or professional link between you and the employer.

For the employer, the cover letter says a lot about you: your ability to communicate, influence, degree of professionalism, attention to detail.

3 Critical Rules

• All covering letters should adopt a simple, concise and formal style. Most employers are conservative so play it safe.

• Tailor every time and be specific.

• Check, check and check again. Be meticulous about spelling and grammar.

Failing on any of the above will mean your application is consigned to the dustbin quicker than a New York minute.

Tutorial Example

Dear David (personal and polite is best)

Short introduction specific to the job e.g. please find attached my CV in response to the Sales Executive role advertised on your website.

Selling paragraph 1 – Who are you?

Explain who you are, highlight relevant experience and skills. If you have a personal connection with the company can you name drop? Or offer something insightful about the company that attracts you, hence the reason for your application? When referencing your current employment, be positive.

Selling paragraph 2 – What do you offer?

What relevant achievements can you state and how do they relate to the vacancy? Make it specific, explaining how you saved a company Rs x, grew it by  Rs y, decreased staff turnover by Z%. Emphasise what you offer, rather than what they offer you. This is very important; many use wasted statements such as ‘looking for a company who offers a genuine chance of career progression’. The employer needs to know your value, not what your long term aspirations are. Don’t recreate your CV. Be selective and very specific.

Close: Show enthusiasm and ask for an action, e.g. I’m very enthusiastic about the opportunity to work for Company XZY and will be delighted to meet for an interview. I can be reached on (mobile) or (email).

Sign off: Thank you for your time and I look forward to hearing from you.

Neglected Trick

Follow up on the phone....most don’t bother (or are too nervous) and human nature says the employer will be impressed and feel more obliged to say yes to an interview. Nobody likes to say no when in conversation. So stop hiding behind your inbox and make the call (a couple of days after your application).

Tips for the call

- Introduce yourself and ask the employer for a few minutes.

- Check your application has been received.

- Be engaging and specific in your discussion, use the points you highlight in your cover letter.

- Ask the employer for any questions they may have. Be prepared to answer.

- Be polite and professional.

Most of all, in all communication with employers, recruitment consultants or anyone connected to the hiring process, show enthusiasm.