You should always include a cover letter, unless the job advertisement clearly says not to. Cover letters are the first chance you get to stand out to a potential employer. They draw attention to your CV, which holds all of your relevant information, experience and skills. To get it right, a cover letter should be unique to the organisation and job you are applying to and it must never feel like a one size fits all application letter that has been sent out to everyone. CV's can look quite similar in terms of academic achievements and level of experience, so the letter is a really great opportunity to make your application shine. 

There is no specific formula to writing a great covering letter, but here are some things you may want to consider when writing one:

Do your research – Whether you are applying for a PA position at a law firm or a Health and Safety role at a manufacturing site, the person reading your letter will want to see that you have an interest in their company. Look at their website, its executives’ Twitter feeds, and employee profiles on LinkedIn. Do some research beyond reading the job description. Find out what challenges the company is facing and how your role would help address these. Knowing the company better also helps you decide on the right tone to use in your cover letter (and perhaps whether or not you still want to apply for the job!). Think about the culture of the organisation you are applying to. If it is a creative agency, you might take more risks but if it is a more conservative organisation, like a law firm, you may hold back.

Keep it short – A page of text will be plenty – Employers sometimes have hundreds of letters to read through, so don't waffle and make it about quality over quantity! There is no need to tell them everything you have ever done in the cover letter, even if it is relevant to the job. Let your CV demonstrate your experience and if they want more detail, they will ask you for an interview.

Pay close attention to the job description - The job description will contain keywords which you should reflect back in your cover letter. Imagine the hiring manager sitting with their checklist of requirements in one hand and your cover letter in the other. Your letter should make it easy for them to tick off their list. Keywords can relate to the job title (office manager, HR assistant, project manager, commercial officer), the industry (professional services, charity, manufacturing), and describe elements of the role (customer service, staff management, HR policies). Find these in the job description, make a list, and ensure they are integrated. Avoid repeating the exact terminology in every instance and be aware the job adverts and descriptions can often contain extra unnecessary detail.

A strong opening - Typically people start with ‘I am applying for job X that I saw in Y place.' Remember that the chances are the hiring manager or recruiter is reading lots of these letters, so you want to catch their attention. Start by saying why this job is exciting to you and why you are right for it (lead with an impressive accomplishment). Do not make jokes, use emoticons or other gimmicks. Jokes can be misinterpreted in writing so keep your tone as level as possible without sounding like a robot.

Using ‘I’ too much - Try not to over use phrases like ‘I believe’, ‘I have’ and ‘I am’. Remember, it’s not about you – it’s about how you can help the employer. Once you have written your letter, read over it, and try to take out or rewrite as many sentences that start with ‘I’ as you can.

It is OK to talk about yourself - Imposter syndrome is a huge mental block that can stand in the way of putting your best self forward in a cover letter. It can undoubtedly feel awkward to speak highly of yourself in a way that is confident and assertive. Try talking (out loud!) about your accomplishments as if you are speaking with the hiring manager—inspiration might strike. Or try chatting with a close friend who knows your work history for a bit of a pep talk— they will have no problem raving about you. 

Proofread it – Double-check everything in your cover letter. If you mention a company's name, make sure you spell it right. If you mention places you have worked before, make sure you spell their names right, too. Do not let a typo let you down: it could mean the difference between the ‘yes’ and the ‘no’ pile.

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