The Pongo Blog
Targeted Cover Letters Lead to Interviews & Job Offers
May 19, 2011 (1:00PM) by Team Pongo
If you believe that using the same generic cover letter for each job you apply to will land you a job, you need a reality check. Targeted cover letters are the only way to successfully get an employer's attention and get your foot in the door for an interview. A targeted cover letter speaks directly to the job you're interested in, using words and phrases that match the job description. Thus, no two targeted cover letters should ever be exactly the same.
It's a pain in the butt to tweak your letter for every new job application, but it's also one of the best ways to show you put in the extra effort to do it right.
You don't have to rewrite your entire cover letter every time; just rearrange and restructure it to fit the specific details of the job opportunity. And please don't forget to change the title of the position, the name of the company, and the name and title of the contact person for each job!
So, how do you actually write a targeted cover letter?
Take your cue from the job description and the company’s web site. See what keywords and descriptors they use, which qualifications they emphasize, and in which order they list their desired skills. Then mimic those in your letter.
For example, below is an actual job posting for a Personal Banking Representative. Highlighted (in bold type) are the words or concepts we would include if we were writing a targeted cover letter for this position:
The Job Ad
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Personal Banking Representative
- Provides world-class customer service which meets and exceeds the customer's expectations.
- Actively sells bank's products and services.
- Analyzes and determines the financial needs of each customer, matches this need to the appropriate product or service; grows profitable customer relationships based on customer satisfaction.
- Meets and exceeds personal sales goals and actively participates in all branch sales and marketing activities.
- Opens new accounts, processes loan applications, and
closes loans according to guidelines.
- Demonstrates an in-depth knowledge of all consumer product and services.
- Takes personal responsibility for developing and
maintaining knowledge required to fulfill job functions.
- Performs other duties as requested.
- May be asked to help out at a neighboring branch.
- May be asked to travel to meetings.
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Here's the sample cover letter using those highlighted keywords and phrases to target this employer's specific needs:
The Targeted Cover Letter
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Dear Ms. Banker:
The Personal Banking Representative position strikes me
as an outstanding opportunity to contribute my four years of banking and customer service experience to an organization that shares my commitment to relationship-building, professional development, and continuous growth.
As an Assistant Banking Representative at XYZ Bank, I have gained an in-depth understanding of how to sell the many products, services, and financing options available to branch banking customers, along with the associated regulations and guidelines. I take pride in providing service that matches the individual’s needs, helping ensure customer retention and satisfaction.
I am eager to build upon my sales and marketing skills to enhance your organization’s profitability. I have earned an Associate’s Degree in finance, and I make it a priority to pursue continued training and professional development, not only to fulfill job functions but to maintain and develop my knowledge of this industry.
I am confident that I can fulfill the role of Personal Banking Representative, excelling at both the official duties and those that arise unexpectedly, to become a valuable member of your team.
Best regards,
Job Seeker
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By using the same terminology the company presents in its job ad, and explicitly pointing out your qualifications and the employer's business needs, the employer can easily see that you're a good candidate for the job. Add a targeted cover letter to your well-written resume, and your skills and accomplishments will convince the employer you're worth interviewing.
Do you have a different method for writing cover letters? Have you successfully landed a job without one? Share your point of view in a comment.
RELATED LINKS
Make the Cover Letter Your Secret Weapon
13 Cover Letter Do’s and Don’ts
Straight Talk about Writing Cover Letters
How to Email Your Cover Letter the Right Way
All employeres require at least 2 years canadian experience in the plumbing trade. My case is that i have a diploma in the plumbing trade . i gained alot of knowledge about this trade so how can i write a resume and a cover letter that will attract the employer attention since i have a great knowledge but no experience .
Posted by: riva | May 22, 2011 at 2:51 PM | Quote This Comment
Hi Riva, you are finding yourself in common situation for a lot of people, they have the knowledge but lack the actual experience. Given the lack of professional experience you need to focus your resume on your education experience. That can be more than simply saying you received a diploma, take the time to elaborate about hands on projects you may have done and other types of learning that go beyond just basic studying from a book.
As for the cover letter, be honest. You don’t need to try and hide anything, let them know you are knowledgeable but have a desire for this job, they will appreciate the honesty and will come across as someone genuine who can be coachable and employers love that!
Posted by: Pongo Support - Brett | May 23, 2011 at 3:48 PM | Quote This Comment
Good to know about your blog such a nice information with a useful article. Thanks for post.
Posted by: migrant worker tier 3 visa | May 26, 2011 at 11:59 PM | Quote This Comment
Hi, I have what I believe it is very strange situation. I have Master degree in Management but lack of working experience. I moved to the States when I just finished my college and decide to continue my school during my stay so the only job I did was a server. I will be over-qualification at entry -level job and I won't be consider for high-level job either because I don't have experience. What should I do?
Posted by: Rose | June 01, 2011 at 11:07 AM | Quote This Comment
Hi Rose,
Since you have limited managerial experience you would be best with a functional resume which frames your experience according to skills rather than job titles. This format will allow you to prioritize your achievements. Start your resume with an Objective which immediately tells your employer which position you're looking for. Your second heading could be a relevant skills heading or summary of qualifications. List 3 or 4 reasons you're qualified for the job you're seeking. You want to show your future employer that the skills you do have can translate into success in any position at your next job.
Best of Luck!!!
Posted by: Pongo Customer Support-Kati | June 01, 2011 at 2:45 PM | Quote This Comment
Makes a lot of sense. How often do employers really look at cover letters keeping in mind the current economic situation and more specifically the current job market - that is to say, do employers have time to sift through potentially hundreds of cover letters to job postings when they really just want to see the credentials in the resume? I'm very curious, because you're right, tweaking your cover letter over and over again is very time consuming. What are your thoughts? Thanks!
Posted by: Anthony | June 21, 2011 at 8:49 PM | Quote This Comment
I agree with Anthony that nothing is as time consuming as tweaking one's cover letter over and over again. I have been in front of recruiters who have skimmed through my resume in about 15 seconds, looked at my current sales position which has nothing to do with my degrees or my past experience, or what I am looking for. Yet, the reaction was: "so, you are looking for something in sales?"
So if they don't take time to really even look at your resume, what are the possibilities that they actually read your cover letter?
Posted by: Jon | June 22, 2011 at 11:27 AM | Quote This Comment
Anthony/Jon,
Cover letters are a very important part of the application process. A lot of employers won't even look at the resume if a cover letter has not been submitted along with the resume.
By submitting a cover letter with your resume you are able to explain a bit more about why you are a good fit for the position and other skills that would make you a good fit for the position, that aren't already on the resume.
Make sure to send a cover letter along with your resume! This will increase your chances for callbacks/interviews greatly!!
Posted by: Pongo Customer Support - Dan | June 22, 2011 at 1:29 PM | Quote This Comment
Hello: Is it appropriate to make reference to a relocation due to a career change of a spouse or significant other? I only ask this because I see a lot of comments about how employers frown on gaps in employment and my small gap is due to a long distance move with my wife's job. Thanks, Fred
Posted by: Fred | July 25, 2011 at 7:39 AM | Quote This Comment
As you have given the example of banking cover letter i would like to suggest some more tipswhich includes that a banking cover letter should highlight the accomplishments of the previous job. These if not detailed though can be mentioned in short points or one liners. Care should be taken that the applicant should mention only those points that pertain to that job profile.
Posted by: Carol Wilson | December 28, 2011 at 4:52 AM | Quote This Comment
As you have given the example of banking cover letter i would like to suggest some more tipswhich includes that a banking cover letter should highlight the accomplishments of the previous job. These if not detailed though can be mentioned in short points or one liners. Care should be taken that the applicant should mention only those points that pertain to that job profile.
Posted by: Carol Wilson | December 28, 2011 at 4:54 AM | Quote This Comment