International Job Application
1 LEARNING OBJECTIVE
Explain the purposes of application letters, and describe how to apply the AIDA organizational approach to them.
19.1 Submitting Your Résumé
Your résumé (see Chapter 18) is the centerpiece of your job search package, but it needs support from several other employment messages,including application letters, job-inquiry letters, application forms, and follow-up notes.
WRITING APPLICATION LETTERS
Whenever you mail, email, hand-deliver, or upload your résumé, you should include an application letter, also known as a cover letter, to letreaders know what you’re sending, why you’re sending it, and how they can benefit from reading it. (Even though this message is often not aprinted letter anymore, many professionals still refer to it as a letter.) Take the same care with your application letter that you took with yourrésumé. A poorly written application letter can prompt employers to skip over your résumé, even if you are a good fit for a job.2 Staffingspecialist Abby Kohut calls the application letter “a writing-skills evaluation in disguise” and emphasizes that even a single error can get youbounced from contention.3
Always accompany your résumé with an application letter (printed or email) that motivates the recipient to read the résumé.
The best approach for an application letter depends on whether you are applying for an identified job opening or are prospecting—taking theinitiative to write to companies even though they haven’t announced a job opening that is right for you.4 In many ways, the differencebetween the two is like the difference between solicited and unsolicited proposals (see page 382). Figure 19.1 shows an application messagewritten in response to a posted job opening. The writer knows exactly what qualifications the organization is seeking and can “echo” thoseattributes back in his letter.
As with proposals, the best approach for an application letter depends on whether your application is solicited or unsolicited.
Writing a prospecting letter is more challenging because you don’t have the clear target you have with a solicited letter, and the message isunexpected. You will need to do more research to identify the qualities that a company would probably seek for the position you hope tooccupy (see Figure 19.2 on page 520). Also, search for news items that involve the company, its customers, the profession, or the individualmanager to whom you are writing. Using this information in your application letter helps you establish common ground with your reader—and it shows that you are tuned in to what is going on in the industry.
MOBILE APPS
The CareerBuilder app lets you search and apply for jobs from your phone or tablet.
For either type of letter, follow these tips to be more effective:5
· Resist the temptation to stand out with gimmicky application letters; impress with knowledge and professionalism instead.
· If the name of an individual manager is findable, address your letter to that person. (And if it is findable, make sure you find it, becauseother applicants will.) Search LinkedIn, the company’s website, industry directories, Twitter, and anything else you can think of to locatean appropriate name. Ask the people in your network if they know a name. If you can’t find a name, addressing your letter to “Dear HiringManager” is perfectly acceptable.
Figure 19.1 Solicited Application Message
In this response to an online job posting, Dalton Smith highlights his qualifications while mirroring the requirements specified in theposting. Following the AIDA model, he grabs attention immediately by letting the reader know he is familiar with the company and theglobal transportation business.
· Clearly identify the opportunity you are applying for or expressing interest in.
· Show that you understand the company and its marketplace.
Figure 19.2 Unsolicited Application Letter: Ineffective and Effective
Demonstrating knowledge of the employer’s needs and presenting your qualifications accordingly are essential steps in an unsolicitedapplication letter.
· Never volunteer salary history or requirements unless an employer has asked for this information.
· Keep it short—no more than three or four brief paragraphs. Remember that all you are trying to do at this point is move the conversationforward one step.
· Show some personality, while maintaining a business-appropriate tone. The letter gives you the opportunity to balance the facts-only toneof your résumé.
· Project confidence without being arrogant.
· Don’t just repeat information from your résumé; use the conversational tone of the letter to convey additional professional and personalqualities and your reasons for wanting this particular job.
Because application letters are persuasive messages, the AIDA approach you learned in Chapter 12 is ideal, as the following sections explain.
Getting Attention
The opening paragraph of your application letter must accomplish two essential tasks: (1) explaining why you are writing and (2) giving therecipient a reason to keep reading by demonstrating that you have some immediate potential for meeting the company’s needs. Consider thisopening:
The opening paragraph of your application letter needs to clearly convey the reason you’re writing and give the recipient acompelling reason to keep reading.
With the recent slowdown in corporate purchasing, I can certainly appreciate the challenge of new fleet sales in this business environment.With my high energy level and 16 months of new-car sales experience, I believe I can produce the results you listed as vital in the jobposting on your website.
This applicant does a smooth job of echoing the company’s stated needs while highlighting his personal qualifications and providing evidencethat he understands the broader market. He balances his relative lack of experience with enthusiasm and knowledge of the industry. Table19.1 on the next page suggests some other ways you can spark interest and grab attention in your opening paragraph.
Building Interest and Increasing Desire
The middle section of your letter presents your strongest selling points in terms of their potential benefit to the organization, therebybuilding interest in you and creating a desire to interview you. Be specific and back up your assertions with convincing evidence:
Use the middle section of your application letter to expand on your opening and present a more complete picture of yourstrengths.
Poor: I completed three college courses in business communication, earning an A in each course, and have worked for the past year atImperial Construction.
Improved: Using the skills gained from three semesters of college training in business communication, I developed a collection system forImperial Construction that reduced annual bad-debt losses by 25 percent.
In a solicited letter, be sure to discuss each major requirement listed in the job posting. If you are deficient in any of these requirements,stress other solid selling points to help strengthen your overall presentation. Don’t restrict your message to just core job duties, either. Alsohighlight personal characteristics that apply to the targeted position, such as your ability to work hard or handle responsibility:
While attending college full-time, I worked part-time during the school year and up to 60 hours a week each summer in order to be totallyself-supporting while in college. I can offer your organization the same level of effort and perseverance.
TABLE 19.1 Tips for Getting Attention in Application Letters
|
Tip |
Example |
|
Unsolicited ApplicationLetters Show how your strongestskills will benefit theorganization. |
If you need a regional sales specialist who consistently meets sales targets while fostering strongcustomer relationships, please consider my qualifications. |
|
Describe your understandingof the job’s requirements andshow how well yourqualifications fit them. |
Your annual report stated that improving manufacturing efficiency is one of the company’s top prioritiesfor next year. Through my postgraduate research in systems engineering and consulting work for severalcompanies in the industry, I’ve developed reliable methods for quickly identifying ways to cut productiontime while reducing resource use. |
|
Mention the name of aperson known to and highlyregarded by the reader. |
When Janice McHugh of your franchise sales division spoke to our business communication class lastweek, she said you often need promising new marketing graduates at this time of year. |
|
Refer to publicized companyactivities, achievements,changes, or new procedures. |
Today’s issue of the Detroit News reports that you may need the expertise of computer programmersversed in robotics when your Lansing tire plant automates this spring. |
|
Use a question todemonstrate yourunderstanding of theorganization’s needs. |
Can your fast-growing market research division use an interviewer with two years of field surveyexperience, a B.A. in public relations, and a real desire to succeed? If so, please consider me for theposition. |
|
Use a catchphrase opening ifthe job requires ingenuityand imagination. |
Haut monde—whether referring to French, Italian, or Arab clients, it still means “high society.” As aninterior designer for your Beverly Hills showroom, not only could I serve and sell to your distinguishedclientele, but I could do it in all these languages. I speak, read, and write them fluently. |
|
Solicited ApplicationLetters Identify where youdiscovered the job opening;describe what you have tooffer. |
Your job posting on Monster.com for a cruise-line social director caught my eye. My eight years ofexperience as a social director in the travel industry would equip me to serve your new Caribbean cruisedivision well. |
Don’t bring up salary in your application letter unless the recipient has asked you to include your salary requirements.
Mention your salary requirements only if the organization has asked you to state them. If you don’t know the salary appropriate for theposition and someone with your qualifications, you can find typical salary ranges at the Bureau of Labor Statistics website or a number ofcommercial websites. If you do state a target salary, tie it to the value you would offer:
For the past two years, I have been helping a company similar to yours organize its database marketing efforts. I would therefore like toreceive a salary in the same range (the mid-60s) for helping your company set up a more efficient customer database.
Toward the end of this section, refer the reader to your résumé by citing a specific fact or general point covered there:
As you can see in the attached résumé, I’ve been working part-time with a local publisher since my sophomore year. During that time, I’veused client interactions as an opportunity to build strong customer service skills.
In the final paragraph of your application letter, respectfully ask for specific action and make it easy for the reader to respond.
REAL-TIME UPDATES
How much are you worth?
Find real-life salary ranges for a wide range of jobs. Go to http://real-timeupdates.com/bct13. Under “Students,” click on “Learn More.”
Motivating Action
The final paragraph of your application letter has two important functions: to ask the reader for a specific action (usually an interview) and tofacilitate a reply. Offer to come to the employer’s office at a convenient time or, if the firm is some distance away, to meet with its nearestrepresentative or arrange a telephone or Skype interview. Include your email address and phone number, as well as the best times to reachyou:
After you have reviewed my qualifications, could we discuss the possibility of putting my marketing skills to work for your company? I amavailable at (360) 555-7845 from 2 p.m. to 10 p.m. Monday to Friday or by email at john.wagner462@gmail.com.
After editing and proofreading your application letter, give it a final quality check by referring to “Checklist: Writing Application Letters.” Thensend it along with your résumé promptly, especially if you are responding to an advertisement or online job posting.
FOLLOWING UP AFTER SUBMITTING A RÉSUMÉ
Deciding if, when, and how to follow up after submitting your résumé and application letter is one of the trickiest parts of a job search. Firstand foremost, keep in mind that employers continue to evaluate your communication efforts and professionalism during this phase, so don’tsay or do anything to leave a negative impression. Second, adhere to whatever instructions the employer has provided. If a job posting says“no calls,” for example, don’t call. Third, if the job posting lists a close date, don’t call or write before then, because the company is stillcollecting applications and will not have made a decision about inviting people for interviews. Wait a week or so after the close date. If noclose date is given and you have no other information to suggest a timeline, you can generally contact the company starting a week or twoafter submitting your résumé.6
Think creatively about a follow-up letter; show that you’ve continued to add to your skills or that you’ve learned more about thecompany or the industry.
When you follow up by email or telephone, you can share an additional piece of information that links your qualifications to the position(keep an eye out for late-breaking news about the company, too) and ask a question about the hiring process as a way to gather someinformation about your status. Good questions to ask include:7
· Has a hiring decision been made yet?
· Can you tell me what to expect next in terms of the hiring process?
· What is the company’s timeframe for filling this position?
· Could I follow up in another week if you haven’t had the chance to contact me yet?
· Can I provide any additional information regarding my qualifications for the position?
Whatever the circumstances, a follow-up message can demonstrate that you’re sincerely interested in working for the organization, persistentin pursuing your goals, and committed to upgrading your skills.
If you don’t land a job at your dream company on the first attempt, don’t give up. You can apply again if a new opening appears, or you cansend an updated résumé with a new unsolicited application letter that describes how you have gained additional experience, taken a relevantcourse, or otherwise improved your skill set. Many leading employers take note of applicants who came close but didn’t quite make it andmay extend offers when positions open up in the future.8
CHECKLIST ✓ Writing Application Letters
· Take the same care with your application letter that you took with your résumé.
· If you are prospecting using an unsolicited message, do deep research to identify the qualities the company likely wants.
· For solicited messages in response to a posted job opening, word your message in a way that echoes the qualifications listed in theposting.
· Open the letter by capturing the reader’s attention in a businesslike way.
· Use specific language to clearly state your interests and objectives.
· Build interest and desire in your potential contribution by presenting your key qualifications for the job.
· Link your education, experience, and personal qualities to the job requirements.
· Outline salary requirements only if the organization has requested that you provide them.
· Request an interview at a time and place that is convenient for the reader.
· Make it easy to comply with your request by providing your complete contact information and good times to reach you.
· Adapt your style for cultural variations, if required.
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