How to write an impressive cover letter

Research shows that we humans tend to be drawn to opportunities and potential. It is not for everything excellent youve done before that youll get a job. But for all the new amazing things you will do. Although what we have done shows what we can do, we also need to communicate our future and potential.

One of the success factors for a strong cover letter is to demonstrate potential.

Unfortunately, it is common to write that ones goal is to "benefit from the education" or "use of previous experiences and qualities". Almost always, when you write, you do it because you have seen others do it; it is a cliché. But think about it, what does that say to your prospective employer? So you want a job just because you happened to read a specific line? Since you have certain qualities and experiences, it is just as good that you use them, even though you might want to do something completely different, right? Unfortunately, it is a bit like saying you want to drive someones car just because you have a drivers license - not very convincing.

One goal is not to use the knowledge you already have; it is to learn something new or achieve something you have not achieved before: that you have a direction (a goal is not a goal if you already have it, right?) We test which of these two goal formulations do you think your employer would like to see:

• "I have now studied accounting and would like to use that knowledge with you."
• "I want to work with accounting so that I can develop my knowledge towards working with consolidated accounts and large cash flows."

The first wording signals stagnation that you are satisfied and not very committed. The second shows goals, potential, and ambition.

So the direction is essential, but passion then? Well, passion can also be a necessary part of a goal. It does not have to be, but it often is and is also an attractive part of an objective from an employers perspective. Imagine we are adding the following sentence to our second option above:

• "I have always loved handling large numbers, and I find it easy to find discrepancies, which makes me think it is enjoyable to work with…"

Your goal statement is no longer "I have the right education, give me a job now" but more "I have a direction and passion for this that makes you benefit from me".

Resist the temptation to write standard wording when writing your letter, but instead, use terminology that has a direction (and preferably passion).

Your CV describes your background, what you did, what educations you went to, what jobs you had. It is about you. But a job is a relationship between two parties, between you and your employer. So, just as your resume focuses on you, your letter should focus on the employer and the matching between you.

Always tailor your application specifically to the employer you are applying to and the position you want. As an employer or recruiter, I want to know that you have a reason to apply to us! If I already notice in the cover letter that you, for example, understand how we differ from our competitors - and that this is why you chose us - then I will want to meet you. In other words, you need to show why you are looking for a job with this particular company.

By showing that you know the workplace and understand the role you are looking for, you indicate that you are committed and have thought through your choice. Therefore, it is essential to go beyond the obvious and show in-depth that you have chosen them for a reason.

Google the organization, examine their social media presence, find out their vision or ask someone you know who works there to create a thorough picture of who they are. Also, show that you understand the role by describing similarities with previous roles, the parts you are most looking forward to, or what results you are looking forward to achieving.

There are no standard wordings or one-size-fits-all answers that work here.  Why you chose to apply to this particular company is unique. And thats also why it is so strong. So here are at least a few tips on how to think about what to write:

• When did you first hear about this company? What made you remember it?
• Have you used the companys products? What do you like about the products?
• Have you heard anything about the company from others? Maybe from friends who work there?
• Have you deliberately looked for interesting employers and found just this company? What criteria did you use when searching? What made you get hooked on them?
• Have you ever talked to your friends about this company? What was that discussion about?
• What values ​​does this company stand for?
• What makes you interested in this particular organization?
• What makes you interested in this particular service?

For your letter to be credible, you need to state that you have got what the role requires. On the one hand, you need to give an idea that you meet the formal requirements for the position. On the one hand, you need to show that you can achieve results. On the one hand, you need to provide credible descriptions of your personal qualities. Education and experience are part of this, but you must also tell who you are in your professional role. 

Use your qualities to describe who you are and what you can achieve thanks to them.  Keep in mind that a trait is not the same as a skill. A quality is something that you are, not something that you can.

By linking results to your characteristics, you create a more credible image. Your unique qualities have made the results you have previously achieved - not chance or luck. If you have precise, concrete results you have achieved, state them. For example, look back at your previous jobs and ask yourself if there were any goals when you started and how they were achieved, or how it was different when you left compared to when you started.

It does not always have to be stated goals. Still, it can also be in the form of, for example, streamlining, improved relationships with other departments, a high workload, good results, or something else that you are extra proud of.