A Cover or Broadcast letter accompanies your resume to introduce you to a prospective employer as a knowledgeable and capable applicant. You may wish to send your application package by overnight delivery to show the urgency and importance you place on being of service to the company.
Cover letters are used when applying to a specific, advertised position. Remember, a maximum of 20% of the positions available at any one time are advertised ("visible" job market), so do not limit yourself to these jobs. The position you want may not be advertised for a long time, if ever. You will have many competitors who are also trying to obtain an interview. In fact, 90% of all job seekers are applying to the 20% of advertised jobs!
Broadcast letters are used to uncover opportunities in organizations. Jobs in the "hidden" job market can be found most easily by speaking with people (for more information regarding the "hidden" job market, review the Networks & Contacts section of this Manual). Through your contacts, you should be able to get the names and addresses of people who hire for the work you would like to do. Targeted employer directories and web sites are also good resources to use to discover which organization might hire.
The quality of your letter will determine the employer's first impression of you. Do your research so that you can clearly articulate your competitive advantage. Include only job relevant information, particularly on your experience (paid and volunteer), education, accomplishments, and skills required on the job. The letter highlights the most important information while your resume is more comprehensive.
Write down ideas as you think of them. Then analyze the material, organize it into themes, and write in complete sentences incorporating those themes into paragraphs. Stress the contributions you can make to the employer. Highlight achievements and how they are transferable to the job you are applying for. From your research or the advertisement, note words such as "required, must have, very desirable, proficient in", and pay special attention to pointing out your strengths in these areas. Use action verbs, but do not repeat verbatim what is in your resume. Avoid using negative words or mentioning negative ideas. Stress the qualifications you have for the job rather than mention those you do not have. Avoid words such as "although" and "however" because you will set up a negative statement.
In a broadcast letter, choose the phrasing of your job objective carefully. If you are too narrow, you may not be considered for some positions, but if you are too broad, you may be perceived as being unfocused or indecisive, just wanting any job. When sending letters into the hidden job market, don't send hundreds because you will not be able to do the necessary research. The response rate does not justify the time and cost. Concentrate initially on 15-20. Then expand to the next group of 15-20. More organizations are using equipment to scan resumes into their database. You can therefore increase the number of names on your mailing list, but only to the quantity of quality applications you can produce.
Use high quality 8-1/2" x 11" paper (same stock as your resume)
Ensure a neat, uncluttered and well-organized appearance
Edit your draft for clarity, tone, accuracy, proper spelling, punctuation and grammar
Send your letter and resume unfolded in a large envelope
Cover and broadcast letters are similar, and you should include the following elements in both:
Focus on your strengths; highlight them in such a way that the employer can clearly see a connection with their organization
Give proof, using examples with specifics such as dollars or numbers, to show that your assessment of your capabilities is accurate
Address and send to the person or office specified in the advertisement
If no name is included in the advertisement, do try your very best to obtain the name of the person receiving applications so that you can address your letter to a person rather than to an office
In your first paragraph, state the job title from the advertisement and mention the benefits you bring to the organization or position
After you think the employer has received your application, telephone to restate your interest in an interview and to inquire about the interview process and dates
Address and send to the head of the department you want to work in
If the organization is small, send to the President, Executive Director, or whomever is in one of the top positions
In your first paragraph, based upon your research, mention the job title or area you are interested in, what you can offer that they need, and what it is about that organization that appeals to you
Include the name of the person(s) (with their permission) who gave you the information
Advise that you will initiate, stating how and when; do not leave the responsibility for arranging follow-up to the employer
To continue with Step 4.3.2, click here.
