Producing a targeted covering letter

Additional Reading
The 10 Second CV Test
How to write the perfect covering letter
Understanding the job and career market
How to handle most interview questions
Interview preperation tips
At what point does it become lying?
CV Writing - the art of the possible
Outplacement- where do we go from here?
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A covering letter is a short, sharp summary of why you are “the” candidate for the advertised role. You must therefore carefully tailor your cover letterr to the advertised role whenever you send your CV or an application form to an employer.
The covering letter is usually the first document that the recruiter will see and should therefore make an impact. You must show that you will be able to meet their needs. You do not need to be a 100% match to their requirements as this is a very rare occurrence indeed.
Below are guidelines that apply in most circumstances followed by some points that relate specifically to some alternative scenarios.

General Guidelines

• Keep the letter to one page (or the equivalent for an email), ideally consisting of three to four paragraphs and do consider using bullet points. If you are applying by email, you can copy your covering letter into the body of the text, or include it as an attachment.
• Use appropriate means to identify an individual within your target organisation e.g. call the organisation or look on its website to find out the name of the person to whom you should address the application and their title - Mrs/Miss/Ms, Dr or Mr. Make sure you get the name spelt correctly.
• This allows you to personalise the letter and have a contact to follow up. Even if an advert provides a name, phone up to find out the person’s title or first name. However, be aware that in some adverts it is clear that they do not want you to address the application to an individual, for example, if the advert says to send you application to the HR department.
• If you are going to print your letter or attach it as a document, use the format of a business letter, i.e. end the letter with 'Yours sincerely'. If using 'Dear Sir/Madam', end with 'Yours faithfully' and only hand-write the letter if hand-writing is specified.
• If you are going to put your covering letter as text in the body of an email, don't include your address or the employer's address. You can end it more informally with 'Best Wishes' or 'Kind Regards'.
• Make sure your name is written at the end as you like to be known, for example Dave Brackenridge. Keep a copy for your files and a list of which agencies you are registered with. Do not repeat exactly what is on you CV. Draw out the most relevant point to the job.
• Remember to spell-check and proof-read the letter yourself and do ask someone else to look at it for you. If sending by email, do not forget to attach your CV.
• Try not to use free webmail addresses as these are frequently blocked by spam filters.
• Do ask for an acknowledgement of receipt.

Replying to an advertisement

• On the job specification, highlight what the employer is seeking in terms of skills, experience, and characteristics. Make a list of which of these you have, and then give them a mention in the letter and ensure that you have tweaked your CV to reflect your fit to the role – only if this is true!
• Include details such as where you saw the job advertised and reference number if given.
• Specify when you will be available for interview.

Speculative job applications

Make sure you find out about the company before sending a speculative letter by:

• Looking at the company's website for general information and at its recent press releases.
• Searching online for newspaper articles about the company.
• Reading the relevant trade press online or in hard copy.
• Phoning the company to ask if they will send you any marketing material.

By doing some research, you will hopefully find a good point with which to begin your job application. For instance, the company may have announced it is rolling out a new operating system, or opening new offices in your area. You can use such information to begin your cover letter.

Following up a lead from your network

• Mention the friend's name and how you know them.
• List your skills and achievements.

Letters to recruitment agencies

Include details of job sought: the type of work and the type of industry desired, how far you are prepared to commute and whether you would relocate.

• List your skills and achievements - make these as clear as possible with lots of industry-specific words. Remember that recruitment agencies don't always understand your industry.
• Remember to state if your salary is basic plus bonus and package.

Follow-up applications

Following up on applications can provide essential feedback. If you do not get an interview, it is useful to know why as it can help improve your CV and letters. If the interviewer has not made a decision, it gives you an opportunity to re-iterate your enthusiasm for the job. Between one and two weeks would normally be a sensible time to make a follow-up phone call but bear in mind the deadline for applications and dates given for interviews.

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