How to Write an Effective Cover Letter

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G)verlbur Bases with a Savvy G)ver Letter.By KJmberly Thompson

J ob applicants tend to make two basicmistakes about cover letters, neither ofwhich can be afforded in a recession. First, some candidates stlli rely on

generic cover letters to send out in blanket fashion. While a cookie-cutter approach may have made sense before the advent of the personal computer, when it was too labor-intensive to type a different cover letter for each opening, there's no excuse now for one-size-fits-all in the era of customization.

Second, in the digital age, with instant communication via email, not to mention texting and Twittering, taking the time to construct a proper cover letter seems too formal or obsolete for some. But the best cover letters not only serve as introduction but also show detective work, sales pitch and personal appeal, establishing vital context, tone and perspective.

Simply put. cover letters are an opportunity for branding that becomes all the more important in an economic downturn. The country suffers from the highest unemployment rate in 25 years, according to a recent article in Fortune magazine, and only 43% of employers plan to hire recent college graduates in 2009. down from 56% in 2008 and 79% in 2007, according to CareerBuilder.com's annual college job forecast. So applicants need any and all advantages to distinguish themselves. And job hunters can stand out from the crowd by promoting their unique skills and value they bring to the employer partly by branding themselves in a cover letter.

After all. about one-third of employers always read cover letters, one-third do if they like the resume, and one-third never read cover letters and only read resumes, observes careercounselor Louise Kursmark, a specialist in resumes.

Given all this, it's simply too risky not to write a cover letter.

What to put in cover letters

Obviously, a cover letter showcases an applicant's ability to communicate an intent purpose through a command of grammar and a sense of professionalism via one printed page, per industry standards. Equally and oftentimes more important.

cover letters convey a candidate's understanding of audience.

Cover letters are part of a type of test to pass before — actually, to get to — the interview. The employer needs to be convinced to Invite an applicant to take the next step, and it's up to the candidate to make the employer feel motivated to do so.

Recent college graduates make the mistake in cover letters of not expressing enthusiasm for the position and the company, Kursmark finds. It is critical to show the employer why the organization would benefit from hiring a pro.spective candidate.

Applicants don't necessarily have to spend hours writing different cover letters for each opening; applicants can reuse a general template, if need be, but they must customize each letter by, for instance, changing bullet points to match the employer's needs. That means doing some research.

The ending of a cover letter also is worth some thought. A nonchalant ending that hopes the employer will keep a candidate in mind is not compelling. Instead, the letter should end confidently, requesting to take the next steps and continue the discussion.

Variations on cover letters

Knowing how to communicate succinctly is vital in cover letters, says employment expert Tony Beshara. Applicants who tell their life story don't pique employers' interests. Beshara argues. Instead, employers want a sense whether a candidate's professional and personal backgrounds are a good match. Beshara will read cover letters only if they make the case in a couple of salient paragraphs from start to finish.

Candidates who submit cover letters (and supporting materials) via email or other electronic ways must understand that employers read the information differently — literally — than when holding paper copies. Though the basics of the cover letter remain the same, candidates need to make some adjustments.

For instance, email cover letters should avoid jargon and. inversely, casualness; the former is hollow and could seem like spam and the latter is off-putting and could seem unearned. Also, email

impress employers with a smart cover letter, (Photo credit: iStockPhoto.)

cover letters should focus on one to three points, since these documents typically come in shorter than hard-copy versions. With BlackBerries and other handheld devices, the more precise candidates are. the better: industry-specific key words work especially well here. But texting and Twitters do not suffice as cover letters.

Cover letters: the write stuff

In my 20-plus years of working with job seekers. I've found that cover letters get a bad rap because of their redundancy and the lack of response applicants receive for their efforts. Nonetheless. I know firsthand how a cover letter can pave the way for getting an interview or even landing a job.

Case in point: a candidate in his lale 40s who had solid experience in the manufacturing field initially was runner- up for a great opportunity recently. His cover letter about how his skills could add immediate value to the company was so persuasive that he was the first candidate the employer called after an unexpected opening at the company two months later. His letter literally made the difference, the employer said, in hiring him. •

Kimberly Thompson, a National Board Certified Counselor and Licensed Professional Counselor, has provided career transition workshops and career

counseling for morethan20years. She has coached all levels of management in both the public and private sectors, developed numerous career transition programs and consulted with employers on establishing career services for their employees. Thompson has written widely on issues dealing with job loss and contributes a weekly column and btog called "Career Rescue"for the "Jobs" section of the Houston Chronicle (http://blogs.chron.com/careerrescue/). She received an M.Ed, in Counseling from the University of Missouri and is a graduate of Harding University in Searcy, Ark. Based in Houston, Thompson is a member of the American Counseling Association, National Career Development Association, Career Planning & Adult (development Network and American Association of Christian Counselors. Contact her [email protected]; be sure to put Phi Kappa Phi Forum in the subject line.

Fall 2009 P H I KAPPA P H I FORUM