How to write a good cover letter

Want to make a good first impression when applying for a job? Stand out from the crowd with a strong cover letter.

In this advice guide, we’ll explain how to write a cover letter by running through:

• What is a cover letter?
• What to include in a cover letter
• Why you need to tailor your cover letter for every application
• Four tips for a great cover letter

A cover letter is a document that you send with your CV or job application form. It’s a letter (hence the name) that you use to introduce yourself and your application.

Sometimes a cover letter is compulsory but it’s usually optional – although almost always recommended. Even if it’s not a requirement, writing a good cover letter will get you noticed. It gives you the extra space to explain why you’re applying for the role and why an employer should take your application to the next stage.

When it comes to sending a cover letter, follow the instructions in the job ad (if there are any). Some employers will want it in a particular format. If the company doesn’t have a preference, you can either send a cover letter as a separate document (ie. PDF or .doc file), use it as the body of your application email or add it as the front page to your CV file.

A strong cover letter is built on a structured foundation.

Your cover letter shouldn’t be more than a page long. By using this three-part cover letter structure, you’ll keep it impactful and to the point.

Make it clear why your application is relevant straight away. State which role you're applying for and where you saw it advertised. If you’re a recent graduate, mention your degree and university here.

In your second paragraph, outline why you're applying for this role. Be enthusiastic and knowledgeable. Highlight the company’s qualities and why you like them.

It’s your time to shine.

While your CV shows the employer your previous experience, your cover letter explains why that experience makes you a good fit for the role and the company. Make links between relevant areas of your CV and the description of the job you're applying for.

Sticking to these three points will help you format your cover letter. Of course, different industries like different things. If you’re looking for a job in marketing or advertising, you can get more creative and experiment with how you get your message across. But if you’re applying for a law firm or an accountancy role, stick to traditional formatting.

Part of knowing how to write a great cover letter is recognising what elements are specifically relevant for you, the role and the company.

It’s not enough to write one cover letter. You’ll need to write (or at least heavily tailor) your cover letter every time you apply for a job.

Companies want to see that you’re interested in working for them. And they’ll only know this if you tell them. So even if you’re applying for similar roles in similar businesses, you still need to write something new for every letter. It’s worth the extra effort.

To keep your cover letter unique, research the company in question and show what you know about them. Perhaps you have something to say about one of their recent marketing campaigns. Or maybe the company you’re applying to provides a product which you regularly use.

Try doing some detective work on the company’s social media profiles. See if they’ve released some news or commented on an industry trend. If relevant, mention this in your cover letter. It shows you’re interested in what they talk about and the work they do. Plus, it makes it clear that your cover letter has been written for this role.

When tailoring your cover letter, make sure you’re also adjusting the information about yourself (not just the company). Highlight your most relevant experience and call out any transferable skills.

Don’t give employers déjà vu by sending them a cover letter that anyone could have written (for any job).

Saying “I’m perfect for this job because I’m a fast learner with lots of relevant experience” won’t cut it – even if that’s completely true.

Instead, think about:

• How will your skills help you do the job?
• Can you give examples to prove your skills (rather than just state them)?
• What experience do you have that’s relevant?

Remember: the people reading this letter don’t know you (yet) so give them the details they need to understand why you’d be a great hire. By keeping it personal, it becomes impossible to write a generic cover letter.

You can use AI to help you write your cover letter. But if you do this, you need to edit it enough so that your personality comes through. You’re unique, so let your cover letter show it.

Think of your cover letter like an advert – you’re the product and you need to sell yourself.

What unique value can you bring to this company? How can you help the business achieve its goals? Perhaps you’re the audience for the company’s product or service targets. Or do you daydream about what it would feel like to work there?

Whatever it is, tell your story. Just make sure your story is relevant so that it flows and connects with the advertised role. The employer wants to know why you’d be great for the job so tailor your narrative to get this message across.

Companies will be looking for employees who’ll fit in. An overly formal letter won’t suit a super creative company, while a chatty approach will alienate corporate organisations.

Take a look at the language used in the job advert and how the company writes on its website. By understanding how your employer talks, you can adapt to 'speak their language', which is another subtle way to let them know you're a good fit for the role.

Tweaking how you write doesn’t mean pretending to be someone you’re not, though. Think of it like how you’d speak differently to a lecturer versus a flatmate. You’re still being you, but adjusting for the context.

Always check for errors. Run a spelling and grammar check before you send anything. A well-written letter shows that you’re an effective communicator, while errors make employers doubt your attention to detail.

If you’re able to, read your letter out loud to family or friends. They’ll tell you things a spell check can’t, like whether they feel like it’s ‘you’ and if it’s interesting. Honest, genuine writing always goes much further than clichés. So, while there are some rules you need to follow, keep some personality sprinkled throughout. After all, it’s you that the employer wants to get to know.