Online applications usually include an optional field where you can upload a cover letter. Think “optional” means you don’t have to include one? Think again. According to a recent survey of recruiters from the career services platform Zety, 89% expect a cover letter, and 87% say it’s a key factor when deciding whom to interview.
“Job applications are super complicated today,” says Jasmine Escalera, Zety’s career expert. “You have to tailor your résumé to the job, and there are often so many moving parts to just submit one application. I understand when job seekers think, Does the cover letter actually add any value? Sometimes it can be equally as important as résumés when a recruiter is looking for a specific kind of individual to work within their company.”
In other words, cover letters matter. More than 80% of recruiters have rejected applicants based solely on their cover letters, according to Zety. Here are four cover letter mistakes to avoid:
1. Repeating Your Résumé
Your résumé is a keyword-rich document that lists your job experience, skills, and accomplishments. When writing a cover letter, candidates are often tempted to underscore their strengths by repeating them. Don’t, says Escalera. Zety’s survey found that the most important focus of the cover letter is to connect the dots between your experience and the demands of the role.
“The cover letter is the place where you can talk about why this company or this position is the right fit for you, either now or moving forward in your career,” Escalera says. “It’s the place to inject some personality, some passion.”
For example, if you’re applying to a nonprofit organization that has a mission that is close to your heart, explain why. If you’re applying for a leadership position, use the cover letter to share some additional information about your leadership style or philosophy, showcasing something that doesn’t come through on your résumé.
If you’re making a career pivot or transition, use your cover letter to explain why the new industry or role is enticing to you. Or if you have a career gap because you got laid off or were a caretaker, address that in your cover letter.
“The cover letter should complement and not regurgitate your résumé,” Escalera says.
2. Being Too Long
When it comes to the letter’s length, Escalera says brief is better. Per Zety’s survey, 49% of recruiters think half a page is the right length, 26% prefer a full page, and 25% say a few sentences are sufficient.
“We are in the age of the scroll,” says Escalera. “Recruiters want to hear how you’re connected to the role, and they want you to address questions or concerns the résumé might show. They don’t want your life story.”
Make your letter easy to skim by not getting into too many details. “Give something high level that entices someone to say, ‘I want to get to know this person because they look like a great fit,’ or ‘Okay, I understand why they’re making this transition,’” Escalera says.
3. Addressing it ‘To Whom It May Concern’
Job ads rarely provide a hiring manager’s name, but that doesn’t mean you should send your letter without one. Escalera recommends addressing your letter to a real person instead of “To Whom It May Concern.”
“It shows that you’re going the extra mile,” she says. “Personal touches make so much of a difference because, essentially, what you’re showcasing is, ‘I already know you. I know my potential manager. I’ve done my research.’”
To find the information, Escalera says you need to do your homework. Sometimes the job description will give a title that the position reports to. For example, if you’re applying for a job as a project manager, it might say that you will report to the director of project management.
“Do a little bit of digging,” Escalera advises. “Check out the company’s website. Do a Google search. Check LinkedIn to find out who that individual is.”
Another way to find the right person is to see whether the job has been posted on LinkedIn by the recruiter or hiring manager. Or Escalera recommends finding the name of the company’s director of HR on LinkedIn and addressing your letter to that person.
4. Lacking Energy
A lot of candidates apply for a role simply because they need a job. Even so, the position must have attracted you in some way, and your cover letter should convey that spark.
“Maybe it fits your skill set,” Escalera says. “Maybe it fits with your career trajectory. Or maybe there is something special about the company that intrigues you. Inject your ‘why’ into the cover letter and share your enthusiasm.”
Energy will come off the cover letter and provide some clue as to what kind of an employee you might be once you’re hired. Among the top things recruiters look for in the cover letter, according to Zety’s survey, are personality and communication skills.
“Start your first sentence with, ‘I am excited to apply for this job,’” says Escalera. “Then restate your enthusiasm at the end of the letter, this time with a call to action. For example, ‘I am excited to learn more about this company,’ ‘I’m eager to hear about next steps,’ or ‘I am eager to discuss my experience in an interview.’ Putting energy and enthusiasm on the page can be really helpful.”
Applicant tracking systems may scan your résumé for keywords, but your cover letter is often read by a real person. Take advantage of this extra chance to stand out by tailoring yours for the company and the job.
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