Personalize your first impressions to employers to stand out.

To whom it may concern:

If you’re starting your cover letter with this generic opening, you’ll likely lose the job. With some extra effort, you can find out who is reviewing cover letters and address it to that person. A cover letter should be customised, tailored to the audience and show intention. Here’s how to craft a cover letter that gets attention.

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Include necessary components

Connection: The introductory paragraph of your cover letter should have a hook highlighting your relevant experience. Proposal: In the second paragraph, summarise your strengths and relate your skills to the competencies required for the position. Quantify your accomplishments and describe the unique contributions you bring to the table.

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Use important keywords

When cover letters are uploaded into resume management systems, they too are often scanned for keywords, so be sure to use the language, syntax and keywords of the job posting in the cover letter, just as you would in the resume. The voice of the cover letter should reflect the job posting.

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Tell a story

The best stories invite us on a journey with a hero to explore new places, ideas and adventures. They get us to momentarily forget our everyday life and inspire us to aspire to greater heights as we accompany the main character to uncharted territory. Try storytelling techniques in your next cover letter to inspire the reader to learn more about your best traits.

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Contact a human

After submitting your application online, consider printing your cover letter and finding an actual human to send it to in the mail. This follow-up can underscore your interest in the position. Even in the face of the automation trend, the savvy job seeker keeps writing to humans. If you reach the right screener, the extra effort is justified.

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By crafting a customised cover letter, you are signalling your interest in the position to the employer and demonstrating your understanding of the requirements and how they relate to your experience. Put in this extra work, and it could pay off.