A good cover letter should answer one question: why should this employer consider you for this particular role? It should not repeat your entire CV. Instead, it should connect your most relevant experience to the employer’s needs.
Research the role before writing
Start with the official vacancy notice. Note the required skills, responsibilities, experience level and any priorities mentioned by the employer. Then identify two or three parts of your background that match those needs most closely.
Use a simple four-part structure
1. Opening
State the position you are applying for and give a brief reason you are interested. Keep this direct. Avoid long introductions about where you saw the advert unless that detail is useful.
2. Your strongest match
Choose one major requirement and show evidence that you can meet it. For example, if the role involves digital campaigns, mention a campaign you planned, the audience you reached or the improvement you achieved.
3. A second relevant strength
Use another short paragraph to show a different capability, such as teamwork, reporting, client service, technical knowledge or project coordination.
4. Closing
End by expressing interest in discussing the role and thanking the employer for considering your application. Do not sound demanding or overly confident.
Make the letter specific
A generic cover letter sent to many employers is easy to recognise. Mention the organisation, role and priorities accurately. Tailoring does not mean rewriting everything from scratch; it means adjusting the evidence and wording so the letter reflects the actual opportunity.
Use evidence instead of adjectives
Rather than saying “I am an excellent communicator,” describe what you have communicated, to whom and with what result. Evidence is more persuasive than self-description.
Keep it concise
For most applications, one page is enough. Recruiters often have many applications to review. Clear paragraphs and relevant examples are more useful than a long personal history.
Common cover letter mistakes
- Repeating the CV line by line.
- Using the wrong company or job title after copying an old letter.
- Making unsupported claims.
- Focusing only on what you want instead of what you can contribute.
- Using overly complicated language.
- Failing to proofread names, dates and contact details.
Before you submit
Read the cover letter next to the vacancy. Every paragraph should help prove your suitability. Remove anything that could be sent unchanged to almost any employer. Then check spelling, formatting and the requested application method.
A strong cover letter is focused, truthful and easy to read. Its purpose is not to tell your whole story; it is to give the recruiter a compelling reason to read your CV carefully.
What employers look for in a cover letter
A recruiter usually wants evidence that you understand the position, meet important requirements and have a credible reason for applying. The letter should make it easier to connect your CV to the vacancy. It is especially useful when your experience is transferable, your career path needs explanation or the employer requests a written motivation.
How to tailor a cover letter quickly
Create a base structure, but customise the middle paragraphs for every application. Highlight the three most important requirements in the advert and choose examples from your background that prove them. This approach saves time without producing a generic letter.
Should you address a named person?
If the advert names the hiring manager or recruiter, use that name accurately. If no name is provided, a neutral greeting such as “Dear Hiring Manager” is appropriate. Do not guess a person’s name or title from social media unless you can verify that they are responsible for the recruitment.
How to explain limited experience
Students and recent graduates can use academic projects, internships, volunteering, freelance work, leadership activities and practical assignments as evidence. Focus on responsibilities and outcomes rather than apologising for having a short work history.
How to explain a career change
If you are moving into a new field, identify the skills that transfer directly. For example, a journalist moving into corporate communications may emphasise research, writing, stakeholder interviews, deadline management and multimedia production. Explain the transition positively and connect it to the target role.
Cover letter checklist
- Correct employer and job title.
- Clear reason for applying.
- Two or three examples linked to the vacancy.
- No unsupported claims.
- One page unless the employer asks for more.
- Professional file name and contact details.
- Final spelling and grammar check.
When a cover letter is optional
If the application says a cover letter is optional, it can still be useful when you have something meaningful to add. Do not submit one merely to repeat your CV. A concise, tailored letter is better than a long generic document.