Although much of today's job application process has eliminated the need for paper and postage by moving online, the cover letter is still very much a part of the typical employment search. A cover letter is the first opportunity for a job candidate to make a good impression on a prospective employer. It serves as both an introduction and a self-advertisement, explaining to hiring managers how a candidate fits their needs aside from the credentials listed on a résumé.

Writing an effective and memorable cover letter can be crucial for landing a position.

Why You Need a Cover Letter
A cover letter serves as a framework for how employers view a candidate's experience and qualifications. In most cases, submitting a cover letter in addition to a résumé is a standard part of the job application process, and a candidate should expect to provide one unless specifically told otherwise.

"The cover letter is the elevator pitch for your résumé. It's your best bet for grabbing the recruiter's interest so that the recruiter wants to read your résumé," one etiquette consultant told CareerBuilder.com.

Aside from some exceptions, such as organizations in the creative arts, few companies will seriously consider an application that lacks a cover letter. According to a survey from OfficeTeam, approximately 86 percent of senior executives at major corporations find cover letters valuable when considering candidates, while roughly 80 percent believe it is common to include a cover letter in online job applications.

In situations where it's unclear whether a cover letter is required or not, it is generally better to err on the side of caution and include one anyway, or at least a brief letter of introduction acknowledging the recipient and expressing thanks for the consideration being offered.

Formatting Your Letter
A cover letter should typically illustrate the candidate's understanding of the company, pertinent skills and professional experience, and it should provide explanations for any major gaps in employment. According to Quintessential Careers, "a cover letter may have as few as 20 seconds to grab an employer's attention."

Due to the narrow window of opportunity for impressing a prospective employer, it is important to present as clear and precise a message as possible. E-Zine recommends adopting a straightforward format, with contact information at the very top, an opening paragraph that focuses tightly on the exact job being applied for, followed by one or two middle paragraphs highlighting education, work experience and the specific skill-set pertinent to the position. The closing paragraph should compel the employer to take the next step.

It's always helpful to address the cover letter to a named individual, rather than using a generic title such as "Dear Personnel Director." According to Quintessential Careers, using an impersonal address "shows the employer that you were not concerned enough to find out the name of the person with the hiring power." Moreover, cover letters that conclude with a request for an interview or a promise to follow-up with a phone call tend to be more effective.

Tips for a Memorable Cover Letter
While writing a cover letter may seem like a relatively simple task, there are a number of strategies that can be applied to make yours stand out from the applicant pool and increase your chances of landing the job.

AllBusiness.com offers the following suggestions for constructing a memorable cover letter:

• Keep it simple. Keep the letter brief, usually no longer than a page. Sticking to professional language, rather than buzzwords or jargon, can help you stay concise.
• Make it shine. The overall visual impression of the cover letter can make a difference, so using high-quality stationery, using a consistent font and breaking up dense text into easily readable sections can improve the aesthetic quality of your letter.
• Be an attention-getter. Grab your prospective employer's attention from the first paragraph by explaining how you can offer what no other candidate can, bearing in mind that you might have only a few seconds to clarify your point.
• Sell yourself. Rather than providing a lengthy list of credentials, frame your accomplishments in terms of how you can offer the same benefits to your new employer.
• Hire a proofreader. Have someone, whether a professional proofreader or simply a nit-picky friend, read over your work to correct typos or grammatical errors.
• Avoid exaggeration. Steer clear of hyperbole, as it can present the wrong image or hurt your credibility, especially when it comes time for the interview. Likewise, avoid speaking poorly about former bosses or coworkers.
• Don't forget the follow-up. After submitting your cover letter and résumé, it can be helpful to send a follow-up e-mail or phone call to increase your chances of getting an interview.

There are a number of common mistakes that can hurt your cover letter's potential for success. By following these strategies, you are more likely to leave a strong impression on a prospective employer and perhaps secure that long-awaited job.

Resources

When You Need a Cover Letter (And When You Don't)
by Patrick Erwin
CareerBuilder.com, Oct. 23, 2008

'Un'Cover a New Job
OfficeTeam, June 25, 2008

Cover Letter FAQs and the Competitive Edge in the Job Market
by Katharine Hansen
Quintessential Careers

Writing Cover Letters That Make Your Résumé Shine
by Freddie Johnson
E-Zine, May 19, 2007

Ten Tips for Writing Effective Cover Letters
AllBusiness.com