|
There is
so much talk about writing a perfect resume, but many job
seekers don’t pay much attention to the document that
actually precedes it: the cover letter. A well-written cover
letter can not only deliver a solid first impression, it can
actually influence the hiring manager even before the resume
is reviewed.
As a career coach, I review hundreds of resumes and cover
letters and am often disappointed when I come across generic
cover letters or template-like resumes. Resumes and cover
letters are the marketing equivalent of collateral and can
be likened to prime real estate or ad space -- every inch of
space on these documents is precious and must be leveraged
to position the writer as the perfect solution for the
company’s needs. Wasting this precious space on pitches that
appear on almost every other resume or cover letter can be
self-defeating and will often leave the hiring manager
wondering if she should consider interviewing you at all.
The following tips are useful pointers for good cover letter
writing.
Gain an edge by developing a compelling positioning
strategy
Pick a few successful brands. What is the common thread
between these brands? A solid strategy that positions the
brand as being unique -- and a cut above -- its competitors.
At the initial stage savvy marketers spend a lot of time
identifying a branding strategy that fulfills consumer
needs. Once this strategy has been identified, multi-million
dollar campaigns revolve around just that central theme. A
certain pharmaceutical company, for example, may base its
positioning around cutting-edge products, while another may
focus on super-fast healing time. Still another company may
position its products as being most efficacious or suitable
for multiple therapeutic needs.
As employees and professionals, we are all valuable brands
to a certain extent and each one of us has something very
unique and useful to offer. The key is to identify our own
uniqueness and use it to craft a powerful positioning
strategy.
Cover letters can gain the much-needed “punch” by revolving
around a positioning strategy that may be of interest (and
benefit) to potential employers. The following examples
clarify this concept.
Example 1
Weak Strategy:
I served as a scientist for XYZ Biotech Giant.
Stronger strategy:
As scientist for XYZ Biotech Giant, I utilized my scientific
acumen and cutting-edge knowledge to lead a multi-billion
dollar research and development program. I specialized in
screening and identifying and developing drug molecules in
25% less time than my competitors or peers.
In the above example -- it was stretch, I agree … just
trying to make a point -- the scientist positions herself as
a top-caliber professional who can screen molecules in
three-fourth the time. Impressive.
Example 2
Weak Strategy:
Please consider my application for the role of a programmer.
I offer 12 years’ experience in coding.
Stronger Strategy:
I am a solutions-driven programmer who understands
business needs. During my 12 years’ experience in
programming, I played a critical role in
developing solutions that maximized operational efficiencies
and saved millions of dollars.
Here the writer positions herself as a solutions-focused
programmer who understands and fulfills business needs,
develops solutions, improves efficiency, and saves millions.
The positioning strategy should not only compel the hiring
manager to look upon you as a “must have” candidate, but
should also fulfill the employer’s needs effectively.
Showcase accomplishments
The cover letter must compliment the resume and serve to
introduce it. As such, it must convey your strongest
accomplishments and translate the potential benefits of
hiring you for the role.
Weak Strategy:
I have led numerous projects in my career.
Stronger Strategy:
As project manager for ABC Firm, I led 20 multi-million
dollar projects during a three-year period. Each of these
projects required me to manage cross-functional teams of 15
employees and budgets in excess of $5 million per project.
As a result of my strong project management skills, my
employer was able to save at least $200,000 every year.
These savings, in addition to impacting the bottom line,
resulted in 100% client retention and three repeat projects
every year.
Focus, focus, focus
Resist the lure of creating one cover letter for multiple
targets. It is not a good idea to send out the same cover
letter after changing just a few lines here and there. If
you qualify for multiple functional roles, consider crafting
two or three different versions of your resume and cover
letter, each focusing on the specific needs of the job
target.
Don’t hesitate to ask for a meeting or a phone
appointment
Toward the end of the cover letter, summarize your
background and politely ask for a meeting or an interview.
You will be surprised how this simple step can dramatically
impact the response rate.
Nimish Thakkar is a sought-after career management coach
and
professional resume writer.
He has helped thousands of clients through his
Professional Resume Writing Service and
Free Career Information site. Thakkar holds two
graduate degrees, including an MBA. He is also a graduate of
the prestigious Career Coach Academy. Nimish can be reached
at nimish@resumecorner.com
|
