A Memorable Cover Letter Will Boost Your Chances
he longer your experience, the shorter and more direct your cover
letter (see example below).
For some senior executives, this may be the new rule to writing
these introductory letters. They're viewing them as lead-ins to their resumes
and offering only brief introductions and perhaps a testimonial about their
character and leadership qualities.
Take Mike Lorelli, a former president and chief executive officer
of Pizza Hut International. Mr. Lorelli left Pepsico, Pizza Hut's holding
company, in 1994 and has had several jobs since. He's now the CEO of a
private-equity company in
"It helps to have a hook," says Mr. Lorelli.
"Something creative and relevant that captures the reader's
attention."
In a competitive job market, it's crucial to differentiate
yourself from the competition. In many cases, your cover letter is your first
contact with employers. If you don't impress an employer right away, you may
not get the attention you want. Don't bore employers with lengthy descriptions
and paragraphs. Make your letter concise -- no more than a page -- by following
this three-step format. Tell readers:
1.
Why you are writing;
2.
Why they should be interested in you; and
3.
What action needs to be taken next. Here, for instance, you might
say that you will follow up and call within 10 days, instead of waiting for the
employer to contact you.
Here are additional tips from candidates and career counselors on
how to write creative yet powerful cover letters:
Your letter should be interesting and relevant to the employer
while including pertinent facts about your candidacy. It also should reflect
your personality, says William Frank, president and CEO of CareerLab, a
Denver-based career-strategy firm. "Don't send a really hot, aggressive
letter if you're introverted and laid-back," he says. "You'll have
trouble following up on the letter, and you may not come across well. Send a
letter that mirrors your style."
One way to be memorable is by offering a quote about you that
demonstrates your uniqueness, says Michele Ferraro, a professor of business
writing at
Mr. Lorelli uses a quote from John Rutledge, chairman of Rutledge
Capital, a private-equity investment firm in
Invest time and effort in preparing a really outstanding document.
Start by researching your potential employer, says Steve Jeffries, a
human-resources executive and founder of the International Executives Group in
Don't use a one-size-fits-all approach. Mid- to senior-level
executives should include outstanding accomplishments that apply to the
employer's situation, says Mr. Jeffries.
"Candidates must tailor their cover letters to make it clear
that they have solved similar problems in the past," says Richard Rotberg,
director of career services for the Jewish Vocational Service in
While you may believe that stating your financial needs will help
your candidacy, it's almost never wise to mention pay at this point.
"There's no reason to mention salary in a cover letter," says Dave
Theobald, president and CEO of Netshare, a Novato, Calif.-based executive
networking organization, and a former executive recruiter. "If they want
to know your salary requirements, they can call and ask you."
Even if you're responding to an ad that requests salary
requirements, don't cite numbers. Acknowledge the request and add that you'll
be glad to discuss salary information during an interview.
Confident executives may want to go against the grain and
introduce a perceived negative, thereby turning it into a positive. For
example, Mr. Lorelli usually mentions that he's 52 years old in a postscript to
his letter. While common sense might dictate against this, he presents himself
as a fearless leader who isn't afraid to take chances and speak his mind. He
also adds in the postscript that he has a master's degree in business
administration and has been a company director.
"Everybody reads the P.S.," says Mr. Lorelli. "If
you have something really important to say, write it in the P.S., where it's
most likely to be noticed.
To be sure your letter makes the right impression, send it first
to a handful of trusted friends and colleagues and ask them for their candid
opinion, Mr. Frank advises. Have them tell you whether it reads well and
reflects your goals and personality. If the feedback is positive, begin sending
it to employers.
-- Ms. Hirsch is a career counselor in Chicago and the
author of "How to Be Happy at Work" (Jist Publishing, 2003).
Email your comments to cjeditor@dowjones.com.
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