Tell them: 'I am the one'

The cover letter that gets a second look

June 21, 2000
Web posted at: 11:51 a.m. EDT (1551 GMT)

By Robin Ryan

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Q: Are cover letters really that important? Don't they all read the same?

A: Job hunters think they're not important. But when asked, employers say yes, they are important. Many employers we've surveyed say the letter is a true example of a person's communication skills. Although resumes can be easily doctored and ghost-written for them, most people don't get help on cover letters. So they can be a key indicator both of who you are and what you have to say.

Q: So what are the biggest mistakes that job applicants make in the cover letter?

A: The most specific mistake is thinking you should send a very simple letter, the kind that says I'm seeking a job and my resume is enclosed. Employers say that's not worth the paper it's printed on. In fact, it can have a very negative impact.

Another problem is a very generic letter that looks like you've used it 50 times. Employers also say they dislike verbose letters, like a three-page letter talking about the applicant's philosophy of education or leadership. Who has time to read this?

The point is, when you send these letters in, you're in a pile with others. Ten seconds is all the attention your cover letter is going to get. That's why it's so important.

The last mistake is the most common: a problem with spelling. You can spend a lot of time on layouts, spend a lot of time telling the employers how great they are, but a spelling mistake will say more to the employer. Get rid of the spelling mistakes and spend your time in the letter talking about how you would help maintain the company's greatness and what you can do for it.

The cover letter must focus on "Here's how I would do the job." And that includes showing enough attention to detail to spell the words right.

Q: How can people write better cover letters?

A: When we surveyed a group of employers, we gave them three cover letters. The first was the simple one, "I am writing to apply for a job you advertised in the Sunday paper." That's what 95 percent of people send. The second letter said that and added the approach, "You are a great company." And the third letter used what I called the Power Impact Technique. About 95 percent of the employers picked it as a perfect cover letter.

Q: What do you hit people over the head with?

A: In that letter, you open by summarizing your skills and background for the job. For instance, you say, "I have 15 years of administration experience and this is the background experience I bring to your vice president position. As part of top management, here are some highlights of skills and background I bring." This letter got noticed. It gets their attention because it homes in on "Here's how I do the job."

You analyze the job, write out bullets to answer employer's questions about how you could perform the job with the skills they need. You do the work for them, listing the skills they need. And you show that you have those skills. You may be perceived as the ideal worker.

Robin Ryan is a Seattle career counselor, national speaker and author of "60 Seconds and You're Hired," "Winning Resumes," "Winning Cover Letters" and "24 Hours To Your Next Job, Raise or Promotion." She has appeared on "The Oprah Winfrey Show" and "NBC Nightly News." Her columns are read in magazines and newspapers and online.

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