What to Include in a Cover Letter: A Professional Guide

In today's competitive job market, crafting an effective cover letter is more essential than ever. It serves as your personal introduction to potential employers and can set you apart from other candidates. Whether you’re writing a cover letter for the UK job market or elsewhere, knowing what to include and how to structure your letter is crucial for success. Here’s a step-by-step guide on what to include in a cover letter to give you the best chance of securing that interview.

1. Personal Details and Employer’s Information

This section is often overlooked, but it’s important to include your personal details and the employer’s information. The top of your cover letter should list:

• Your name and contact details (phone number, email address, LinkedIn profile, if applicable)

• The hiring manager’s name (if known) or the company’s details

• The company’s address (optional but professional for printed or formal PDF cover letters)

This format ensures your letter looks professional and is easily associated with your application.

2. Introduction: Why You’re Writing

Start your cover letter with a strong introduction. This should be a concise, engaging paragraph that explains:

• The job you’re applying for (mention the specific job title)

• Where you found the job listing (if applicable)

• Why you’re interested in the role and how it aligns with your skills or career goals.

3. Highlight Your Skills and Experience

This section is where you get to demonstrate how your skills and experience match the job description. This is the most critical part of your cover letter. It’s important to tailor this section to the specific role you’re applying for.

Focus on:

• The key skills mentioned in the job description and how you’ve demonstrated them in your past experience.

• Your achievements and how they have had a positive impact (e.g., increasing sales, boosting SEO rankings, improving efficiency).

• Use metrics where possible. Numbers catch the hiring manager's attention and make your experience more tangible.

4. Why You Want to Work for Them

Employers appreciate when applicants show genuine interest in their company. Research the company’s mission, values, and culture, and explain why you want to work for them specifically. This shows that you’ve put thought into your application, rather than sending a generic cover letter to multiple employers.

Here’s how you could phrase this:

Your company's dedication to innovation and customer satisfaction resonates with me. I am particularly drawn to the way you prioritise ethical marketing, and I believe my skills in consumer-centric marketing strategies would align perfectly with your goals.

5. Closing Statement and Call to Action

To conclude your cover letter, it’s important to thank the hiring manager for their time and express your enthusiasm for the opportunity. You should also include a call to action—this means stating that you’re looking forward to hearing from them regarding the next steps.

For example:

Thank you for considering my application. I would welcome the opportunity to discuss how my experience can contribute to the continued success of your marketing department. I look forward to the possibility of discussing my application further.

6. Professional Sign-off

Finish your cover letter with a polite and professional sign-off.

Final Tips for Writing an Effective Cover Letter in the UK

• Keep it concise: Your cover letter should be no longer than one page. Keep paragraphs short and to the point.

• Tailor each cover letter: Customising your cover letter for each job you apply for is essential. Employers can tell when a cover letter is generic, and they’ll appreciate the effort.

• Proofread: Spelling or grammatical errors can give a poor impression. Always double-check your work, or better yet, ask someone else to review it.

Conclusion

A well-written cover letter is your chance to make a lasting first impression. By following this guide on what to include in a cover letter, you can confidently present your skills, experience, and enthusiasm to potential employers. Tailor each letter to the job in question, stay professional, and keep it concise—these are the keys to crafting a standout cover letter that helps secure that all-important interview.