5 Common Mistakes on Your Executive Cover Letter

1. You don't send a cover letter.

A survey revealed that 77% of recruiters prefer candidates who send in a cover letter, even if submitting it is optional.

83% of HR pros said that cover letters are important for their hiring decision.

This is especially true as there will be numerous candidates with impressive work histories and track records competing against you.

90% of executives consider cover letters invaluable when assessing job candidates.

According to 49% of HR managers, your cover letter is the second best way to call attention to your resume and distinguish yourself from other applicants.

The purpose of your cover letter is to compel the recruiter to read more about you on your resume and move you to the next part of the hiring process.

It is your value proposition letter. It proves why you are the best candidate to address the company’s needs with the professional skills and qualifications to succeed in the job.

So, if you think cover letters are no longer important and necessary in 2024, time to question that belief.

2. Letting AI do the heavy lifting.

Many senior leaders are aware they don't know how to sell themselves in the right light and show what they could do to make a difference, so they use AI in drafting the cover letter. Well, generative AI is transforming for our lives, but you must be especially careful when using it for your cover letter.

When your application comes across as an AI-generated cover letter, immediately, you lose respect and interest from the other side. In fact, there are so many warnings from recruiters:

"It lacks the personal touch where we learn about a candidate's human experiences, anecdotal evidence to back up their skills, and passion for the role,"

"The cover letters sounded too stiff, they seemed like they were written by a junior candidate,"

"They lack character and seem almost too formal and professional that I'd want to get to know the person better."

Even if ChatGPT can get you in the door, you'll still have to get through the interview process, which makes it even more painfully obvious that your words weren't your own.

“The downfall could be when the applicant is progressed to the interview, where they fail to articulate themselves the same way, or are unable to provide examples of their experience to accurately reflect what ChatGPT produced for them in the cover letter."

3. Failing to capture attention right away.

Do any of these dull opening lines sound familiar?

'I am writing to express my interest in position X'

'With X years of experience in the ABC industry.'

'This letter is in response to X opening…'

If so, you're likely losing your potential employer's attention quickly. None of these sentences explain why someone should be interested in interviewing you.

With over 20 years of experience in big corporations, you understand the busy nature of executives and senior positions. So you must grab their attention immediately with the first sentence of your cover letter.

They will only keep reading when you have a great cover letter with a great opening line. You might know you’re their ideal candidate, but you need to convince them of that.

Don’t lose their interest before you’ve even started convincing them.

To write an effective cover letter, treat it as a piece of communication.

What's a great communication?

It's with your audience in mind and speaks to their needs. The best way to capture attention is to pinpoint a challenge at the company you're applying to, then highlight your relevant track records and how you can help solve that problem.

A strong opening not only communicates your value but also showcases your communication skills, essential for an executive.

If you can't sell yourself, how can you represent your organization, and sell its purpose, strategy, culture, and solutions to various stakeholders, from customers to biz partners, media to investors, current and future employees?

4. Making the cover letter about yourself.

You might think a cover letter and résumé are all about showcasing your accomplishments and competence.

While that's true to a certain extent, your cover letter shouldn't be a self-brag letter; instead, every point about your skills, achievements, or competence should directly relate to the position or company you're applying for.

Rather than starting with why you're great, approach it from the angle of why the company needs your competence.

It's a simple change in perspective, but it significantly impacts how your cover letter is perceived.

By the time you've reached the executive level, you likely have a wealth of experience and achievements that can go on for pages. However, do not list every impressive achievement about yourself.

Focusing on yourself is the quickest way to be ignored by a manager.

To set yourself apart, emphasize why the company needs you. Another common mistake is spending too much time discussing why you want the job, such as admiring the company's mission or culture. How the location will benefit your family. While it's okay to mention a line or two along those lines, the primary focus of this communication should be on how you can benefit the company.

5. One letter fits all.

This is a common mistake, yet it is one that many people make.

They don’t put the time in to write a specific cover letter for each position they’re applying for. What they do is they write a generic block of text that’s copied and pasted to everybody.

Start a cover letter with "To whom it may concern" or "Dear Sir/Madam."

In today's job market, identifying the hiring manager for many job postings has never been easier. In many job postings, you can find the name, job title, and even the email address and phone number of the hiring manager at the bottom of the job posting.

Even if the hiring manager's name is not provided, you are applying for a senior executive position, and the person you will be reporting to is likely a high-profile executive. It's not difficult to google the name of the president or CEO on their website leadership team page.

Moreover, many candidates either do not submit a cover letter or if they do, they often do not make an effort to find out the name of the person. Even if they manage to find the name, a majority of them do not tailor their cover letter to the position.

Even in the worst case, if you don't get the name correct, addressing it to someone remotely involved in the hiring process still puts you ahead of other candidates.

Not mentioning the name of the company

Another thing that goes a long way: getting the details of the gig you’re applying to right. “An easy way to customize your cover letter that takes literally less than a minute is to mention the company’s name and to mention the job title,”

Include these details in the first paragraph of the cover letter after you’ve introduced yourself.

This may sound obvious, but many people don’t put the time in to write a specific cover letter for each position they’re applying for. “What they do is they write a generic block of text that’s copied and pasted to everybody,”. Often this doesn’t include the company and role they’re applying for.

Just by taking these three steps, have a cover letter, address them by name, and tailor your cover letter to the position, you have left the rest 99% of candidates behind you.

Using language that doesn’t reflect the company’s culture

This is a common mistake as well. Now there are so many ways to research an employer before even setting foot in their office or knowing someone from that organization. When it comes to your cover letter, you want to convey that you have already done your homework and understand the culture you are entering.

Avoid using the language specific to your current organization; instead, familiarize yourself with the language used by the prospective employer.

This is similar to mirroring psychology. Mirroring can be a powerful tool in persuasive communication. By mirroring the body language and energy of the person you're trying to influence, you establish a subconscious connection and increase the likelihood of them being receptive to your message.

You can research the employer's website, press releases, quarterly earnings calls, annual reports, and interviews with their CEO and executives. Be conscious of the language you use. Because what’s likely going to happen is you have developed certain ways of speaking, presenting, and writing that are a fit for your current position and organization where you have worked for over a decade.

This may not necessarily align with the new organization and its audience, they have never worked in your company.

Do not to be overly clever or adding personal touches that might work well in your current organization and culture, but may not be suitable for the culture of the prospective employer. This could potentially turn them off.

If you are serious about advancing your career to the senior executive level and want to ensure that your next move is fulfilling, submit your application to the 1% Academy program.

Book a free strategy call.

During the call, you will meet either myself or one of my team members. We will discuss your current career status, your goals, and evaluate if you are a good fit for the program.