How to be creative with your cover letter

Imagine there are two candidates. The same qualifications. The same experiences. One put time and effort into their cover letter. The other didn’t. Guess who got the interview? You've likely spent a long time pouring over the words on your CV. But what about its good friend, the cover letter? You’re truly doing yourself a disservice by creating a super generic or formulaic cover note. You have an opportunity to craft a narrative that aligns you not only with the position you’re applying to but also the company you’re applying to. Reading cover letters is really boring. Be more creative with yours.

Imagine there are two candidates. The same qualifications. The same experiences. One put time and effort into their cover letter. The other didn’t. Guess who got the interview?

You've likely spent a long time pouring over the words on your CV. But what about its good friend, the cover letter? You’re truly doing yourself a disservice by creating a super generic or formulaic cover note. You have an opportunity to craft a narrative that aligns you not only with the position you’re applying to but also the company you’re applying to.

Reading cover letters is really boring. Be more creative with yours.

Why your cover letter matters

CVs showcase your experience, qualifications and skills. Cover letters showcase your level of personal interest, investment and potential for this particular role at this company. It helps you explain your value proposition, stand out from the pack, and create continuity between your application and the person you’re going to be when you walk into the room.

If there’s a gap in your CV, you have the opportunity to explain why it’s there. If you’re changing careers, you have the chance to describe why you’re making the switch. If your CV is pretty dull, a cover letter helps you add personality to an otherwise straightforward career path.

The basics

State clearly somewhere the company name and specific role you are applying for. They may have multiple positions available.
Keep it brief. Half a page. One page max
Every sentence counts. Say enough. Not too much. Leave them wanting more.
Match the brand and format of your cover letter with your CV for consistency
Readable font and size

Taking your cover letter from good to great

Remember, it’s not about you: Everything should point to how you would benefit the employer. Where can your specific expertise and experience help them?

If you can find it, use the name of the person hiring and always review the job specification while crafting your cover letter. Be sure to mention the priority requirements for the role and address how your experience relates to their needs.

Think about alternative ways of demonstrating interest, skills & experiences in a static letter. You could provide stats showing your impact in previous roles, achievements or awards, links to content or articles you're particularly proud of, testimonials, photos and videos.

Create a personal connection. Your goal in your cover letter is to get them off of autopilot and make them see you as more than a piece of paper. Your cover letter should align with your personal brand. What do you want them to perceive about you?

Pro-tip: People love stories. Stories make people listen and develop an emotional connection. You could write about how you came to learn what they do is important/special. What it was like the 1st time you used their product/service or engaged with them? How did the experience make you feel part of their tribe?

Don’t list qualifications that are already on your CV unless they are a must-have requirement for the role. But do draw out stories or learning points from the qualifications that will be particularly relevant.

Avoid buzzwords, cliches and generic descriptions for skills where possible. Use appropriate language but don't be afraid to show some enthusiasm either. Show that you really want it. It should feel like this is the only one for you.

What not to include in a cover letter

Too much personal info. It’s not about you.
Any requirements in the job specification that you don’t meet. Focus on what you have to offer and the positives and credentials you can bring to the role.
Negative comments about previous employers or why you are looking for a new position.
Salary expectations (unless specifically asked to include in the cover letter)
Questions about the role. Save this for the interview.
Untruths: stretching the truth might land you an initial interview, but your fib will almost always catch up with you in the end.

Cover letters for Career Changers:

We’ve all experienced the recruiter who wants to put you in a box. They are incentivised to do so. It’s up to us to make our case, to them and/or directly with the employer. When your CV isn’t obviously relevant to the role, the cover letter is your chance to demonstrate ability and motivation for the role.

Tell your career change story (concisely) to explain the why behind your career change. Show insight and make them believe your unconventional background is valuable to them.

Whatever you do, don’t apologize for the experience you don’t have. Rather than saying, “I know I don’t have any direct experience with employee training…” write something like, “Having worked in a dynamic business development environment for the past four years, I’m excited about the opportunity to leverage my personal experience in a sales enablement role.”

Common cover letter mistakes

At this stage, the hiring team are likely in ‘filter out’ mode: don’t give them an easy no with some of these common mistakes:

Not including a cover letter. Always include one if it is requested or there’s a field to upload one with the application
Making your cover letter just a repeat of your CV
Using the same cover letter for multiple jobs. It’s obvious
Generic opening and ending sentences. A powerful last sentence. So while you may be genuinely thrilled about the idea of learning all there is to know about digital advertising, now isn’t the time to mention it. Instead, say, “I look forward to discussing how my marketing and public relations expertise might benefit the digital advertising team!”.
Grammar and spelling errors!