Cover Letters: Sell It From the Heart

by Sharon Pierce-Williams, M.Ed., CPRW
JobRockit, Owner / Guru

"Do I need a cover letter with my résumé?" is a frequently asked question. Approximately two-thirds of hiring managers will pay attention to the cover letter by either reading it thoroughly, or skimming it quickly to pass along with the résumé. A compelling, properly written cover letter shows how you differ from other applicants, that you have knowledge of the organization, and that you are the ideal candidate for the position!

The primary purpose of your letter is to have the reader act (read: give you an interview). Written in a persuasive, Attention-Interest-Desire-Action (AIDA) format, this is your chance to build interest by selling your "sizzle" as the ideal match for their personnel needs. Since the facts are already on your résumé, there is no need to repeat any of those. As another marketing tool, the cover letter is a place where you can explain, for instance, that your GPA (without repeating the number) was a result of "a determination to reach personal goals and a focus on academics"-your chance to speak from the heart.

First, address your letter to a specific person. To find out the name and address of the person who should receive your résumé, check the ad, call the organization, or check the company website for current information. Then, begin to write your letter with the AIDA format ...

Attention

Grab your reader's attention in the first paragraph by stating or implying your passion for what it is that you do. If you saw the job in an ad, tell them where. If you were referred by someone, tell them by whom. A well-written first paragraph will draw the reader in and provide a transition to the "Interest" paragraph.

Sample 1:
It has always been my dream to be an architect. As an elementary student, I remember drawing projects from my own perspective-viewing the world through different eyes than those of my classmates. Because I enjoy my work and know that success and fulfillment stem directly from working in one's passion, I submit the enclosed résumé and portfolio to you for consideration.

Sample 2:
As I complete my final semester at Owens Community College in pursuit of my Nursing Degree, I am exploring possible options for employment after graduation. Being a lifelong Findlay resident and having been born at Blanchard Valley Hospital, I am very interested in continuing the tradition of providing quality health care through BVH. Enclosed is my résumé for your consideration for the Registered Nurse position advertised in The Courier on November 16.

Sample 3:
The phrase that best explains my work ethic and commitment to nursing is to 'plan the work then work the plan.' Pursuit of medical career interests began in 1998, and I did plan the work as follows: 1) earn an Associate Degree in nursing, 2) take full advantage of educational experiences, and 3) commit to an employer that recognizes quality technical skills and passion for helping others. Gainful employment is the next step in my continued efforts to 'work the plan,' and Pat Iglehart suggested that I forward my résumé to you.

Interest (DISC Profiling)

Summarize what you have to offer by citing specific examples of your experiences and skills that qualify you for the position. It seems that college students have a difficult time determining their soft skills.

"He who knows others is learned. He who knows himself is wise." - Lao Tse

In 1928, Dr. William Moulton Marston published a book, The Emotions of Normal People, based on the concepts of DISC-a theory we use today. The behavioral assessment is designed to accurately measure the four dimensions of normal behavior-Dominance, Influence, Steadiness, and Compliance. Its validity has been scientifically tested with an 89%-95% degree of accuracy and is used by hiring managers in making employee selections. The assessment generates a report with insights and information on key strengths, adapted and natural behaviors, and value to a work environment. I use these assessments to not only construct the "Summary of Qualifications" section of the résumé, but also to create the "Interest" section of the cover letter.

Sample 1:
As evidenced in my résumé, my clinical rotations have provided the experience necessary to render high quality patient care and support while adhering to the ethical standards and integrity of the healthcare industry.

Strengths I bring to an RN position are as follows:
  1. A calm, empathetic demeanor to maintain excellent rapport while providing individualized care for those in need, and while educating/counseling patients and families about medical conditions and nursing procedures,
  2. An ability to provide quality patient care from an acute medical-surgical setting to long-term care as a team player utilizing critical assessment, documentation, and Charting by Exception with maximum efficiency,
  3. Solid interdisciplinary skills and precepting abilities, and
  4. A strong working knowledge of pharmaceuticals-commonly used drugs, normal dosages, and side effects-to communicate confidently and successfully with patients, families, and co-workers.

Sample 2:
To provide you with a broader understanding of my qualifications, let me share my skills and abilities that match those established by your firm. Briefly, they are as follows:
  • a strong background in computer-oriented design as evidenced by keen realistic imaging and detail-oriented visualization to provide innovative design solutions;
  • internship experiences with exposure to various projects where the development of preliminary drawings and construction documents included the fundamental elements of interior and exterior elevations, section details, connectors, electric panels, plumbing, and building code compliance; and
  • an innate ability to build relationships based on mutual respect and trust with consultants and contractors to produce the best results for clients.

Desire

This is the hardest paragraph to write because it takes research time. Basically, this paragraph shows the company that you cared enough to do your homework about the company and the position—breaking from the starting gate ahead of the candidates who did not! Sell your passion ... to say, "I can make a difference!" This paragraph should give the hiring managers the desire to interview you.

I recently saw on the cover of Buildings magazine where WTW Architects was awarded "Best New Construction" for the Hetzel Union Building/Paul Robeson Cultural Center at Pennsylvania State University. The article caught my attention because I visited Penn State with my cousin in the spring and saw the "HUB." The building's oval interior commands a unique presence through the use of natural light and open spaces—a concept developed and perfected by Frank Lloyd Wright. One of your senior principals, Paul Williams, stated in the article, "The circle is symbolic of mankind—a symbol of civilization, a symbol of the town, the village, and the individual." The influence of Frank Lloyd Wright's design and expression is clearly evident through your firm's architecture—the same design and expression woven throughout my portfolio.

Action

Last, but not least, you need to ask for the interview, and then make it easy for the hiring manager to contact you. Be sure to refer to the enclosed résumé in your letter, and always "thank" the reader. You can show initiative in this paragraph by stating that you will follow up at a later date.

Sample 1:
Because proven skills are best explained in person, I welcome the opportunity to introduce myself in an interview to discuss my desire to be a contributing member of your team. I will follow up with a phone call to your office next week. Thank you for your time and professional courtesy in reviewing my résumé and portfolio.

Sample 2:
Enclosed is my résumé in anticipation that you may be interested in adding an impact player to your team. I would welcome a personal interview to explore employment opportunities and can be reached at 419.348.1258. I could come to Chicago for an interview any Wednesday or Friday. Thank you for your time and consideration.

Sample 3:
I know that résumés help you sort out the probables from the possibles; however, I would like to meet with you to demonstrate that along with my credentials, I have the personality and motivation suitable for your organization. Be assured that your investment of time will be amply repaid. Please expect my telephone call next week to arrange a time to discuss employment possibilities that would serve our mutual interests. Thank you for your consideration. (written by Deborah James, Leading Edge Résumés)

Print the letter on 32 lb. white Southworth résumé paper and place it on top of your résumé and into a folder. Never bend or staple the pages. Formatted properly, the letter showcases what you bring to the organizational table in a matter of seconds. Taking the DISC behavioral assessment and writing a cover letter with an in-depth "Interest" paragraph are excellent first steps toward preparing for your job interview. Good luck!



Sharon Williams, Owner / Guru of JobRockit, is a Certified Professional Résumé Writer (CPRW), and a member of the Professional Association of Résumé Writers (PARW), Career Masters Institute (CMI), Career Directors International (CDI), and the National Résumé Writers' Association (NRWA).

Sharon holds BSBA and M.Ed. degrees from Bowling Green State University and has served as a college instructor in Northwest Ohio for the last 14 years. She is a Ten-time National Winner of * Best Résumé / Cover Letter Honors * at national conferences. Most recently, she was nominated as one of five résumé writers worldwide for the TORI (Toast of the Resume Industry) Award in the Best Executive Résumé, Best New Graduate Résumé and Cover Letter, Best Professional, Best Career Change, and Most Creative categories. Contact Sharon for questions about driving your job search forward — Sharon@JobRockit.com or 419.422.0228.