How to Craft a Memorable Cover Letter: The Ultimate Guide

It’s one of the least popular documents in the job search: cover letters. 

The thought of drafting a cover letter can inspire dread in even the most confident candidates, and many would go out of their way to avoid writing one. An informal LinkedIn poll posted by yours truly revealed more than half of respondents would rather be stung by a scorpion than draft a custom cover letter. Ouch.

Unfortunately, whether you love them or hate them, cover letters are here to stay, and they’re often a key requirement for job applications. According to ResumeLab, 64% of direct applications and 61% of jobs advertised online through job boards require a cover letter.

Why Cover Letters Matter

There are plenty of benefits to investing time in developing a cover letter, even if it’s not required as part of the job application. According to a 2023 survey by ResumeGenius conducted among 625 U.S. hiring managers: 

• 83% read the majority of cover letters they receive, and 73% read them even though they weren’t required.
• 94% say cover letters are influential when deciding who to interview.
• More than 60% spend up to two minutes or more reading cover letters.

What’s more, candidates may find that including a cover letter provides an edge in a crowded marketplace of job seekers vying for the same opportunity. In an era where hiring managers are inundated with hundreds of applications for each posting due to automated AI tools like LazyApply, AutoApply, and Sonara, the extra effort and personalized touch of a custom cover letter can help you stand out and move to the top of the interview pile.

ResumeLab’s poll of 200 recruiters, HR specialists, and hiring managers confirms this, with 83% of respondents claiming that a great cover letter can secure an interview even if your resume isn’t good enough. After all, a hiring manager who sees a candidate voluntarily invest effort into writing a cover letter knows they are serious about wanting to work for the organization.

However, not just any cover letter will do.

While it may be tempting to use an AI cover letter generator or ChatGPT to completely craft your document, you’d be doing yourself a disservice. If you rely on a generic AI-generated cover letter, you’re missing out on a prime opportunity to share context around your career value proposition and forge a connection with the hiring manager.

The Benefits of a Custom Cover Letter

A custom cover letter allows you to demonstrate:

• You've taken the time to research the company and understand its needs.
• How your specific strengths, achievements, and experiences align with the job requirements and the company’s goals (your unique value proposition).
• That you’re genuinely interested in this specific role and organization, and you’re not just looking for any job.
• That your values align with the company’s mission and culture.
• Your potential impact and how you’d be a great fit for their team.

The Anatomy of a Compelling Cover Letter

Does your cover letter have what it takes to capture the reader’s attention, stand out from competitive applicants, and fast-track your way to an interview? Here are five essential elements to make your cover letter memorable, along with additional tips to ensure it shines.

1. A Compelling Intro/Hook

Start with a captivating introduction. This is your chance to grab the reader’s attention upfront, so they’ll be interested in learning more and inviting you in for an interview. There are several ways you could achieve this.

One approach is to ask a question followed by the answer. Another is to make a bold statement about a pressing issue facing your target company/industry, followed by your approach to solving it. Another can be your personal career philosophy or an anecdote that directly relates to your target company’s mission. No matter what approach you take, the goal is to entice the hiring manager to continue reading.

Examples: 

“What do [COMPANY], Apple, and Kim Kardashian have in common? They all harness the power of creative branding to build meaningful connections with consumers and drive revenue.”

“[COMPANY] doesn’t really need another press release or top tier media placement. What it really needs is to educate consumers on [ISSUE] and drive powerful advocacy efforts.”

“What’s the biggest problem facing global tech companies in today’s ever-evolving digital landscape? Closing the gap among emerging technologies, sensible regulations and protective public policies, and user needs.”

2. Give a Brief Overview of Your Background

After capturing attention with your hook, the next step in your cover letter is to provide a high-level summary of your expertise and background. This should give a concise overview of who you are as a professional. 

Start by stating your current title or the target title you’re aiming for. Follow this with a brief description of the industries you’ve supported and any distinctions or awards that demonstrate your excellence in the field. This is your chance to build credibility and set the stage for why you’re an ideal candidate for the position.

Examples: 

“As an art director in the CPG industry, I thrive on developing groundbreaking creative vision and turning it into a reality. Whether it’s an established brand in need of an identity overhaul or an emerging brand that needs to build community among employee ambassadors, I keep the end goal in mind while challenging the status quo.”

“As Director of Government Relations, my strength lies at the intersection of advanced technologies and global policymaking, where I’ve built a strong network of government and industry stakeholders. I have been recognized for navigating highly-complex global regulatory matters by building meaningful dialogue between artificial intelligence companies and senior government officials.”

3. Express Genuine Interest & Alignment

Employers prefer candidates who are genuinely interested in the specific role and company, rather than those looking for a short-term paycheck. Your cover letter is the opportunity to give context around your achievements and explain why you want to work for that particularly company. This level of customization not only demonstrates your enthusiasm for the role but also signals that you are more likely to stay with the company, contributing to long-term success.

The next step in your cover letter is to mention the job you’re applying for, express alignment with the company’s mission and values, and include an anecdote demonstrating a personal connection with the company (if you have one). This is also a good opportunity to reference any relevant company news and highlight anyone who referred you to the job–particularly if it’s a current employee or executive. 

Examples:

"I derive immense satisfaction from solving complex problems for customers and consistently delivering exceptional business value. This is why I was immediately intrigued when [NAME] referred me to the customer success position at [COMPANY], and I welcome the chance to share how I can add value to the team.”

“I admire [COMPANY]’s fun, people-centered leadership in FinTech, and I share in the belief that everybody should have financial peace of mind. Employees serve as the front-line of bringing that brand vision to life, and I’m confident my experience would make an immediate impact on the marketing team.”

“I am particularly drawn to [COMPANY]’s equity and inclusion initiative pledged by [CEO] this year. This commitment resonates strongly with me as it mirrors the principles I uphold each day in my human resources career.”

4. Highlight Your Greatest Hits

Next, highlight any notable projects or roles that demonstrate your impact, skills and experience. Share tangible achievements that illustrate how you’re the ideal candidate for the role. Whenever possible, use numbers and metrics to add credibility to your claims and demonstrate your impact. Quantifiable results make your accomplishments more tangible and impressive.

Examples:

"During my tenure at DEF Solutions, I led a cross-functional team to develop a cutting-edge software platform that increased operational efficiency by 30%. Additionally, my proactive project management approach resulted in a 20% reduction in project timelines, saving the company significant costs and enhancing client satisfaction."

“Professional highlights: Scaled strategic client success motion at LXG Solutions with ~89% YoY growth; Built high performing client success teams servicing 30+ global clients, exceeding adoption targets and renewals goals by 15%; Produced four top-rated client webinars for 5,000 attendees, contributing to 100% retention rates”

5. Close with Impact

Reiterate how your background and expertise can bring a solution-oriented impact to the organization. Express your eagerness to discuss how you can contribute in more detail during an interview.

Examples:

“The job posting for HR Manager sparked my interest because I know I can drive the company's mission to [COMPANY MISSION]. If my background has sparked an interest on your end, I welcome the opportunity for a conversation.”

"My background in project management, combined with my passion for sustainable technology, positions me to make a significant impact at [COMPANY]. I look forward to the opportunity to discuss how I can address your most pressing challenges and contribute to your continued success."

“I would love the opportunity to meet with you, learn more about your goals, share my work and discuss how my design experience and knowledge could further those goals. 

Additional Tips to Enhance Your Cover Letter

Tailor Each Cover Letter

Avoid using a one-size-fits-all approach. Customize each cover letter to the specific hiring manager, job and company to show that you’ve put in the effort to understand their unique challenges and opportunities. Address your cover letter to the specific hiring manager by name whenever possible instead of a generic greeting. This personalization demonstrates your genuine interest and makes your application stand out.

Note: The hiring manager is the person who oversees the hiring process and will be making the ultimate decision. Often, they will serve as the direct manager for the employee once hired. You can find their name by searching the job description for clues such as the title of the person the position reports to. Then, you can enter the title and company into LinkedIn to find their name. If you’re unable to find the name online, you can reach out to ask a company recruiter, HR representative, or another current employee.

Go Beyond Your Resume

The most captivating cover letters provide a deeper insight into your approach and personality than simply a regurgitation of your resume. The hiring manager can already read the previous positions you’ve held in your resume, so take the opportunity to infuse some additional information about yourself, which can create a connection with your potential employer.

Maintain a Professional Tone

While it’s important to show personality, ensure that your cover letter maintains a professional tone. Avoid overly casual language and ensure it reflects the culture of the company you’re applying to. A balance of professionalism and personality can make your cover letter both engaging and appropriate.

Keep it Short and Sweet

A cover letter shouldn’t be lengthy. Keep it to a page, and use bullet points, brief paragraphs and plenty of white space to keep your reader engaged. You can format with a Canva template, but don’t over-focus on design. Remember, you’re simply trying to capture their attention, demonstrate you can help solve their challenges, and invite a deeper conversation in an interview. 

Proofread and Edit

Spelling and grammar mistakes can detract from your professionalism, and it might be enough for a hiring manager to send your application to the rejection pile. Consider asking a friend, mentor or coach to proofread your cover letter to make sure it’s in top form.

Conclusion

A well-crafted cover letter is your chance to make a great first impression and set yourself apart from other candidates. While it may seem cumbersome, investing the time and effort into crafting a personalized cover letter can significantly enhance your chances of landing an interview and ultimately securing the job.

By incorporating these elements and tips, your cover letter will capture the hiring manager’s attention, convey your unique value, create a compelling case for why you’re the best fit for the job, and share how you’ll add value and make your mark.