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So when should you use a cover letter? Some would say only as part of a limited, targeted
campaign to reach potential employers, but generally a cover letter should always accompany
your resume.
Take the time to research and understand a company before committing yourself on paper as their
next potential employee. If you have no idea what a company does, do not simply send your
resume and cover letter in the blind hope of making a potential match. If you are not willing
to invest the time and energy to find out whether a match is possible, why expect the employer
to do so?
A cover letter is not a mere five-line missive. It is really an application letter which
requires some thought and should tackle how you and the job match up. A cover letter, like the
resume, is part of that all important first impression on paper. Yes, employers may just flip
to the resume, but they will have subconsciously registered some impression from your
presentation.
The letter should contain evidence that the applicant has taken the time to do some research
into the organisation they wish to work for and the position advertised. The next step is to
show how their qualifications, skills and personal qualities match with those which the
successful applicant would need to possess. This encourages the recruiter to turn over the page
and look more closely at the applicant's resume to fill in more details.
When a cover letter is used, it should be specific and personal. Each letter should refer to a
specific person at a specific company and provide a specific next step of action that you will
be taking. It often requires a proactive response on your part to move the process forward to
the next level.
Job applicants should follow-up on each letter personally by phone. Sound like a lot of work?
Not when you consider the payback. The initial investment per letter is certainly greater than
a mass mailing, but the benefits are significant. Mass mailings often generate no results,
while a targeted mailing and follow-up program can generate ten to fifteen percent or more in
interview production success.
Sources: JobSmart, What Color Is your Parachute? and Career Magazine.
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