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How to Tailor Your Cover Letter for Each Job Application

7 min read · Updated on November 07, 2024

Create a customized cover letter that introduces you as the best candidate right off the bat.

Every year, businesses spend billions on brand identity and image. Corporate CEOs want the public to identify their business' brand with little to no effort. This means spending countless hours creating marketing materials to spread the company's vision, mission and reputation online and in print. Similarly, individuals must invest in their own brand identity to be successful in their professional lives.

Creating your best image and personal brand starts with the cover letter. The cover letter is the “door-opener,” “conversation-starter” and the first impression for hiring managers. When career counselors discuss the famous elevator pitch , they are referring to your cover letter. It's not the resume, interview, or job application recruiters scrutinize first; recruiters look to cover letters for a basic understanding and “feel” for potential candidates.

Though most job seekers understand the importance of personal cover letters and spend countless hours writing creative sentences and including their most valuable assets, they rarely consider tailoring their cover letter to fit the actual job. Inserting bland material aimed at all jobs will reduce your chances of landing the interview. On the other hand, crafting a customized, tailored cover letter and connecting the dots shows the recruiter how your experience and skills are best suited for their needs.

Here are a few strategies designed to help tailor a customized cover letter, without overwhelming your job hunting.

Start with relevant skills and abilities

Hiring managers look for candidates who fit their needs. Include skills on your resume that mirror the assets the company is seeking in an employee. Compare your resume to the company's job description . But steer clear of bland descriptions or copy-and-pasting. Focus on your notable contributions and major attributes.

“As a senior marketing manager with more than 15 years' experience creating campaigns and strategies to promote brand identity, I am able to ______. Some of my most recent accomplishments include:

Increased web traffic by 150% by analyzing current online trends, aligning company standards and strategies to match those trends and developing promotional products to draw traffic.

Won $15 million Fortune 500 contract by promoting company's brand and product, analyzing competition and aligning sales goals to match current market trends.

Awarded PRSA's “Top Company Newsletter” by redesigning publication, focusing on the information desired by the audience, utilizing graphics and images, including C-Level biographies and reducing overhead.

Names matter

Name dropping may be a dangerous pastime if you don't follow the rules carefully. But people do love reading their names in print. One area to include a name is the recipient's address and salutation. If the application or job description identifies a specific person to contact, be sure to address your cover letter and other application materials to that person. Even if the job post doesn't include an actual person, try to avoid using “To whom it may concern,” “Dear Sir or Ma'am” or “Dear Hiring Manager.” These are dry and very impersonal. Call the company and ask for the contact person, do some digging on LinkedIn, or ask them how they prefer to be addressed.

Mr. John Doe

Hiring Manager

[Company Name]

123 Main Street

Anytown, USA 12345

Dear Mr. Doe:

Sometimes companies have several team members working on applications. In those instances, you may not be able to address the letter to a specific person. These scenarios require a more professional technique. Address the letter to “Dear Hiring Manager:” or the equivalent person for the company. Stay away from gender-specific language (i.e. Sir and Ma'am) as this is dangerous and can cause some hurt feelings. The recipient's address should forego specific names and titles in this case. Use the company's name in place of an actual person.

124 Main Street

Dear Hiring Manager:

Tell them you want the job and why

We all tend to focus on our accomplishments and qualities but forget the hiring process isn't about us. Recruiters are looking for people who will benefit the company. In the last paragraph – not the closing paragraph – a customized cover letter should tell the recruiter you want the job and why. Explain this is the company you want to work for and why. Go online and research the company's “About Us” web page. Gather information about the company's mission and vision statements. Learn more about their community engagement. Use this information to connect both the company's and your goals.

“I want to commit long-term to [Company Name] because both our goals align. [Company Name] seeks to promote self-awareness and compassion within the community through its [program name]. Along those same lines, I have…”

Speak their language

Some companies have forgone the “human eyes” approach to reading cover letters. They use advanced software called Applicant Tracking Software (ATS) to weed out undesirable cover letters and resumes. In other words, you have to convince the computer before gaining access to the hiring manager. Go back to the job description and carefully look for keywords. These more likely are listed in the requirements section and include hard skills unique to the position. While resisting the urge to copy-paste the exact description into your cover letter, rewrite the description in your own words, aligning it with your resume and using the keywords.

“As a senior-level graphic designer, my current role entails using Adobe CS (Photoshop, InDesign, Illustrator, and Dreamweaver) to create stunning digital and print images. My colleagues have credited my ability to design appealing, trending websites and social media accounts. Additionally, I have advanced knowledge of video editing using FinalCut.”

Don't forget the introductory paragraph

All cover letters start with an introduction. A well-written, customized cover letter should include the company's name, position and other identifiers included in the job description. Forego any personal greetings (i.e. “I hope this letter finds you well,” “Hope all is well,” etc.). These personal messages are sloppy and unprofessional. Focus your intro paragraph on the topic and outline of the cover letter.

“I am responding to your job advertisement on Monster.com. As a professional project manager, I believe I am a good fit for [Company Name]'s IT Project Manager position. As you will see, my attached resume details more than five years' experience managing technology solutions for competitive companies. My history includes…”

Creating an easy-fill template for cover letters

Customizing your cover letter doesn't mean creating a new cover letter every time you apply for a job. Templates are easy to make and an important time saver. Follow these easy steps to create your template.

Create your overall design. Choose a basic design that is professional and reflects your personality. Don't use colors, off-the-wall fonts or images. Creating a cover letter design just entails designing a header (stationary head) for your cover letter. It should include your name, the job title, and contact information.

Write a specific letter to start. Copy your first cover letter and start with this template. Highlight all tailored information and replace it with brackets “[ ]” for easy identifications. For example, “As a senior-level graphic designer, my current role entails using Adobe CS (Photoshop, InDesign, Illustrator, and Dreamweaver) to create stunning digital and print images” can be changed to “As a senior-level graphic designer, my current role entails [tailored information].” Leave all bland, generic information and soft skills as is. This is transferable to all future personal cover letters.

Save as a Word template. To prevent overwriting past saved cover letters, save your document as a template. Once saved, every time you open the file, it creates a new cover letter, exactly as you formatted it. To save a Word file as a template click [File > Save As]. Choose Word Template from the drop-down box and name your file. Some versions of Word have different instructions which you can find in their Help Section .

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How to Tailor Your Cover Letter for Every Job Application

Tailor Your Cover Letter

A well-crafted cover letter can set you apart from other candidates by showing employers that you’re genuinely interested and uniquely qualified for the job. Instead of sending the same letter for every application, tailoring your cover letter can make a big difference. Here’s a step-by-step guide to help you personalize each cover letter to increase your chances of landing an interview.

Research the Company and Job Role

Start by doing your homework. Look into the company’s values, culture, and specific needs related to the role. Check out the job description carefully, noting keywords and any specific qualities or skills mentioned. This information will help you align your letter with what the company is looking for.

Tip:   Take a look at the company's recent news, projects, or initiatives to mention in your letter. Showing awareness of the company’s current work can make you a more attractive candidate.

Personalize Your Salutation

Avoid the generic “To Whom It May Concern.” Instead, address the letter to the hiring manager by name if possible. Often, a quick LinkedIn search or call to the company can help you find the right person to address.

Example:  Instead of starting with “Dear Hiring Manager,” try “Dear [Hiring Manager’s Name]” to create a more personalized, professional touch.

Start with a Strong Introduction

Your first sentence should capture attention and show why you’re excited about this opportunity. Mention the role by name and share a specific reason you’re drawn to both the position and the company.

Example:   “I’m excited to apply for the Marketing Specialist position at [Company Name] because of your commitment to sustainable business practices, which aligns with my professional and personal values.”

Highlight Relevant Experience and Skills

Use the body of your cover letter to show how your experience and skills directly relate to the job requirements. Choose one or two specific experiences that highlight why you’re a great fit. Avoid listing every job you’ve had; focus instead on the ones that best demonstrate your strengths for this particular role.

Example:  If the job listing emphasizes teamwork and communication, mention a time when you led a team project or successfully collaborated with a diverse group of colleagues.

Show Enthusiasm for the Role

Employers appreciate candidates who are genuinely excited about the opportunity. Show that you’re eager to bring your skills to the table and that you’re enthusiastic about contributing to the company’s success.

Example:  “I’m especially drawn to this role because it allows me to use my skills in project management and creative strategy to drive results for a company known for its innovation.”

Close with Confidence and a Call to Action

In your closing paragraph, express your interest in further discussing how you could contribute to the company. Reiterate your enthusiasm for the role and invite them to reach out.

Example:   “Thank you for considering my application. I would love the chance to discuss how my experience and skills align with [Company Name]'s goals. Please feel free to contact me at your earliest convenience.”

Sample Cover Letter

Here’s how these tips come together in a tailored cover letter:

Dear [Hiring Manager's Name],

I am thrilled to apply for the Marketing Specialist position at [Company Name]. With a strong background in digital marketing and a deep commitment to sustainability, I am excited about the opportunity to contribute to your team and support your mission of environmentally responsible practices.

In my previous role at [Previous Company Name], I led a cross-functional team to implement a campaign that increased online engagement by 30%. My experience in data-driven decision-making and creative strategy aligns well with the requirements for this role, and I am confident that my proactive approach would be an asset to your team.

Thank you for considering my application. I am eager to discuss how my background and skills can contribute to the continued success of [Company Name]. Please feel free to contact me at your convenience.

Warm regards, [Your Name]

Cover Letter Conclusion

By tailoring your cover letter for each application, you demonstrate your interest and show that you’re not just applying to any job—you’re interested in this  job. Remember to personalize each section, show enthusiasm, and directly address how your skills align with the role. Tailoring your cover letter might take extra time, but it can significantly increase your chances of making a great impression and landing an interview.

Ready to take the next step? Start exploring our Job Listings and unlock opportunities tailored to your career goals.

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Tailor Cover Letter Examples & Writing Tips

Use these Tailor cover letter examples and writing tips to help you write a powerful cover letter that will separate you from the competition.

Table Of Contents

• Tailor Example 1
• Tailor Example 2
• Tailor Example 3
• Cover Letter Writing Tips

A tailor cover letter is a great way to show hiring managers that you’re the perfect fit for the job. It’s a letter that’s customized for a specific position and company.

To write a tailor cover letter, you need to do your research. Find out as much as you can about the company and the position you’re applying for. Then, use that information to create a letter that highlights your skills and experience.

Check out the examples and tips below to learn how to write a tailor cover letter that gets you the job.

Tailor Cover Letter Example 1

I am excited to be applying for the Tailor position at The Custom Shop. I have been a tailor for the past 10 years and have experience with a wide range of fabrics and garments. I am confident that I have the skills and experience to be a valuable member of your team.

In my previous role at The Tailor’s Shop, I was responsible for measuring and fitting customers, selecting fabrics, and stitching garments according to customer specifications. I have a strong understanding of the principles of tailoring and can work quickly and efficiently to create high-quality garments. I am also familiar with the latest trends in fashion and can provide recommendations to customers on the best styles and fabrics for their needs.

I am a motivated and hardworking individual who takes pride in my work. I am always looking for ways to improve my skills and knowledge, and I am committed to providing the best possible service to my customers. I am excited to be able to bring my skills and experience to The Custom Shop and to help contribute to your success.

Thank you for your time and consideration. I look forward to hearing from you soon.

Tailor Cover Letter Example 2

I am writing to apply for the Tailor position that was recently advertised on your company website. I am confident that I have the skills and qualifications that you are looking for, and I am eager to put my experience to work for your company.

As you will see from my resume, I have three years of experience as a Tailor. In that time, I have developed a strong understanding of the necessary skills and abilities for this role. I am an expert at creating custom-made garments according to the customer’s specifications, and I have a proven track record of delivering high-quality results.

I am also an excellent team player and I have a strong track record of working collaboratively with other members of the team to achieve common goals. I am confident that I can be a valuable asset to your team and I look forward to the opportunity to discuss this further with you.

Tailor Cover Letter Example 3

I am writing to express my interest in the tailor position that you have available. I believe that my experience as a tailor and my passion for fashion make me an ideal candidate for this position.

I have been working as a tailor for the past five years, and I have gained extensive experience in all aspects of the trade. My first job was at a small shop in New York City, where I learned how to work with different fabrics and how to deal with customers. I also learned how to manage my time effectively and how to prioritize tasks. I worked there for two years before moving on to another shop in the city.

At my second job, I became more experienced in tailoring suits and other formal wear. I also learned how to work with different types of fabric, which has helped me become more versatile as a tailor. I stayed at this shop for three years before moving on to my current position.

I have always loved fashion, and I enjoy being able to create new styles through my work as a tailor. I also love working with people, and I take pride in being able to help them look their best. I believe that it is important to be able to listen to clients’ needs and desires when creating a new outfit for them.

I would like the opportunity to meet with you in person so that we can discuss my qualifications in greater detail. I am confident that my skills and my passion for fashion will allow me to be an asset to your company.

Tailor Cover Letter Writing Tips

1. use the job listing to help you personalize your letter.

When you’re writing a cover letter, it’s important to tailor it to the specific job you’re applying for. One way to do this is to use the job listing to help you personalize your letter. For example, if the listing mentions that the company is looking for someone with experience in a certain area, make sure to highlight any relevant experience you have.

You can also use the listing to find out what the company is looking for in a candidate. This information can be helpful when you’re writing about why you’re interested in the job and why you’re a good fit for it.

2. Research the company

In addition to using the job listing to help you personalize your letter, it’s also important to do some research on the company. This will help you understand what the company is looking for in a candidate and what their goals are. You can find this information on the company’s website or by reading articles about them.

When you’re writing your letter, make sure to reference some of the things you learned about the company. This will show that you’ve taken the time to do your research and that you’re interested in working for them.

3. Use specific examples

When you’re writing your cover letter, it’s important to use specific examples to back up your claims. For example, if you say that you have strong communication skills, provide an example of a time when you successfully communicated with a client or coworker. If you say that you’re a hard worker, provide an example of a time when you went above and beyond your duties.

This will help hiring managers see that you have the skills and experience they’re looking for.

4. Proofread your letter

One of the most important things you can do to improve your chances of getting hired is to proofread your letter. This means checking for grammar mistakes, typos, and spelling errors. It’s also a good idea to have someone else read your letter to make sure it makes sense.

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How to Tailor Your Cover Letter for Each Job Application

To get a higher chance of getting the job position there is one vital piece of advice: customize your resume and cover letter according to the job opening you have chosen. It is always the right choice because no recruiter or hiring manager wants to waste their time on documents filled with irrelevant information, or on generic resumes and cover letters. Professional resume editing services can help job seekers to tailor their resumes according to the openings they choose.

But what about cover letters? How can an applicant effectively customize cover letters?

Often job hunters want to skip this piece of work because they consider it to be a waste of time. But it is necessary to remember that a cover letter is the first chance to get noticed by hiring managers and create a good impression. When job advisors talk about the renowned elevator pitch, they’re talking about cover letters. Recruiters don’t look at resumes, interviews, or job applications first; instead, they look at cover letters to get basic knowledge and understand if the candidate suits the opening.

Should you personalize a cover letter?

A lot of job hunters are concerned about one question: do you have to write a different cover letter for each job?

Creating a tailored cover letter doesn’t always mean writing a new one for each open position. There is always an option to make a template, highlighting the information that must be tailored according to the job description and company needs. Anyways, the more the cover letter is customized, the more chances the candidate gets. Therefore, the more time is spent on customizing a cover letter, the less time is needed to get the desired job.

Read More:  Is It Necessary To Write A Cover Letter?

If you want to have a perfectly tailored cover letter you may seek assistance from professional cover letter writers . But if you want to create it yourself, to improve the understanding of how an applicant can effectively customize cover letters there is a list of tips for job candidates.

1. Do the research

First of all, to tailor the cover letter the applicant should get to know everything possible about the company that offers the opening. It is necessary to do some research on the organization’s industry as well.

Here are a few things to pay more attention to during the research:

• Who will read your cover letter?
• What are the position requirements?
• What are the company’s mission and vision?
• What are the latest industry trends?

Investigating these topics will assist you in making a cover letter that is more relevant to the company and hence more beneficial for you as an application.

2. Make a salutation personal

Nowadays there is no place for generic greetings such as “To Whom It May Concern” in a tailored cover letter. The hiring manager who will read your document is a real person, and people love a personal approach. Making a personal salutation will show the hiring manager your personal approach and highlight your interest in this exact job position.

Job descriptions often state the name of the person to contact, so make sure not to forget to address the letter and other materials to this person. If the job posting does not provide a name, there are still several options for determining it. A quick search on LinkedIn may be useful to find the name of the hiring manager. Alongside this, there is always an option to contact the employer via email or a call and ask directly for the contact person’s name or how they prefer to be addressed. When you get the name, simply start your letter with “Dear Mr/Mrs/Ms. Jones”.

There are also cases when several people of a company’s staff work on applications. You might not be able to address the letter to a specific person in certain situations. If you’re applying for such a company, address your letter to “Dear Hiring Team at [Company Name]” or “Dear Hiring Manager”. It is also possible to simply indicate the name of the company in the place of the actual person.

3. Create an appropriate introduction

Every cover letter starts with an introduction paragraph. The company’s name, position, and other identifiers given in the job description should all be included in a well-written, tailored cover letter.

Don’t make it too long and forego the greeting cliches like “I hope this letter finds you well”. It is better to start with the purpose of writing and naming the position you are applying for. Introduce yourself as a professional and point up why you are a perfect candidate for the position.

4. Include relevant skills and abilities

To create a job-specific cover letter it is vital to read the job description very attentively. Start by comparing your CL with the job description. Hiring managers seek individuals that have certain skills and can perform specific duties. Therefore you need to include skills that correspond to the qualities the organization needs in an employee. But forget about copy-and-pasting, as it will play a dirty trick on you. It is much better to match the skills to your previous experience. Emphasize your noteworthy accomplishments and important characteristics.

Some organizations will separate your cover letter and resume and have different hiring managers review each item. You may showcase both your personality and skill set by describing how your previous experience or degree is ideal for their current open position.

Related:  Hard Skills vs. Soft Skills: What’s the Difference?

5. Highlight your passion for the job

Any employer wants to know that their potential workers are 100 percent committed to the company. That is the section where your knowledge about the organization and industry will fit the best.

A customized cover letter should inform the recruiter why you desire the position in the last paragraph — not the closing one. In this section, it would be beneficial to show how the company’s mission and vision reflect your own position. You can find the information about the organization’s main goals on the company’s website on the ‘About us’ page.

In this part of a customized cover letter, you can also mention how passionate you are about the company’s industry.

6. Mind the length and the keywords

Some companies use Applicant Tracking Software to exclude unsuitable cover letters and resumes before they get to hiring managers and recruiters’ hands. Therefore you need to make sure that the cover letter you are going to send is ATS compliant. To do so you need to return to the job description and look for keywords. Most likely you can find them in requirements and unique hard skills specific to the position. Include these keywords in your cover letter to make it past the ATS.

Read More:  How to Check if My Resume is ATS-Friendly

Another important thing about formalizing your document is its length. While writing a cover letter it is easy to get carried away, especially if you’re enthusiastic about the job. But it is important to remember that hiring managers are busy. So you must follow the rule and make your cover letter not longer than one page. Make sure to stick to the topic and avoid repeating yourself.

7. Don’t forget to proofread your document

Even if it seems obvious, your cover letter must be error-free. Your ideas should be brief and to the point, your contact information should be accurate, and everything should be grammatically correct. Don’t let your cover letter fail because of a typo. You may want someone to read your document before sending it over and hear the honest feedback. The cover letter must show you in the best light and emphasize that you are a perfect candidate for the desired position.

If a candidate really wants to get the desired position, using the same cover letter for different jobs is absolutely not an option. Creating a unique cover letter for each position you apply for takes a little additional effort. Spending the time to create a cover letter that explains to the hiring manager that you’re the best candidate for the post, on the other hand, will save you a lot of extra time in your job hunt and link you to your new job soon. If you don’t have spare time or hesitate about your writing abilities, professional cover letter writers from ResumeEdge will help you to get your desired career.

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How to tailor your cover letter (with examples)

Sending the same cover letter in different applications might seem quick and easy, but is it damaging your chances?

What you’ll learn:

• Can you use the same cover letter for more than one job?
• Examples of how to tailor your cover letter for each job application.
• How to research a company, and how to use this information in your cover letter.
• The role of keywords in your application.

When you’re deep into the job search, you’ll be tempted to take any steps possible to make your hunt more efficient .

However, while we’re all about working smart over working hard, sometimes trying to speed things up too much can damage your job application. Today, we’re going to look at this idea in relation to cover letters.

We’ll look at some key cover letter tips for job seekers, and explore some ways you can tailor yours in your next application. By the end, you’ll be able to create a cover letter that speaks directly to whichever organisation you're applying for, highlights your key skills and experience, and even impresses robots.

Can I use the same cover letter for multiple jobs?

In a nutshell, no. In fact, doing this is one of the most common and costly cover letter mistakes applicants make.

But why is it so bad?

Think about the purpose of a cover letter. This part of your application is supposed to:

• Introduce you to the company or organisation.
• Show you’re interested in them, and the specific role on offer.
• Highlight your most relevant skills.
• Motivate the reader to call you in for an interview.

Looking at that list, it’s easy to see why sending the same cover letter for each job application is unlikely to get the result you want. This is because, depending on the unique requirements of the role and the organisation, things like your most relevant skills and why you’re interested in the role will be different in each case. Even in a scenario where you think you’re a perfect match for the role and have lots of relevant experience, you’ll still want to be creating the best possible impression by cherry picking the items from your CV that will be the most eye-catching. If you chose to send a generic cover letter to each employer instead, they might think you’re an okay fit, but the lack of specifics could give another candidate the edge.

What’s more, employers and recruiters can pick out stock cover letters easily. After all, they look at hundreds, if not thousands, of cover letters throughout their career, and, if they think you haven’t bothered to take the time to tailor your application, they’ll hear alarm bells regarding your commitment to the role and the company.

You want your cover letter to stand out from the crowd.

How to tailor an NZ cover letter (with examples)

There are a few important pieces of personalisation you should include in a cover letter to help you stand out :

1. The employer’s/recruiter’s name : this goes a long way, especially when compared with the awful ‘to whom it may concern’ (ew). If there isn’t a name on the job listing, have a stalk of the company website. If you’re still unsure, address it to the head of department, or go with 'Dear Hiring Manager'.

Showing you've studied the business is a great to way to demonstrate that this is a tailored cover letter.

3. Why you’re who they’re looking for: study the job description, and match your skills to what they’re looking for. Top tip: use your Trade Me Jobs Profile to skim your work experience and qualifications, and cherry pick the most relevant. Using facts and figures to highlight how you can benefit the company will take this part of your cover letter to the next level. We’ll cover this bit in more detail below in the section on choosing your keywords

Next, namedrop key skills from the job listing to show what you'd bring to their organisation.

4. Your sign off : use your closing paragraph to hammer home your unique combination of skills and experience, and politely prompt them to get in touch. Remember to finish up with “Yours sincerely,” and your name.

How to research the company for your cover letter

An important part of the message you’re trying to get across is that you want to work for the company because of who they are and what they do. This will also be important when it comes to your job interview, as it’s very common to receive a question along the lines of “why do you want to work for this company?”.

All of this means you’ll need to include thorough company research on your to-do list when it comes to writing a cover letter. There are two important, and complimentary, things you’ll need to do to research the company properly:

1. Google the organisation

The 21st century answer to any problem – Google it. This is important because the results you’ll see (except the company’s own website) can help you to form a relatively unbiased picture of the company. Has it been in the news recently? What for? For good or bad reasons? Are their reviews from former employers that paint a different picture to the one you have in your head?

In extreme examples, what you find might cause you to think twice about applying in the first place. But, much more likely, you’ll be able to understand what the organisation has been up to recently, and any cool or exciting projects it has coming up. This will all help you to demonstrate that you’re applying because you’re actually interested in what the company does, rather than because you need a job (even if the latter is more accurate!).

2. Check out the company’s website

Of course, you’ll also be able to find out what the company is doing by checking out its website. However, the main point of this second exercise is to understand how the organisation views itself, and how it wants to be seen. While you don’t want to gush or bootlick in your cover letter, there’s no harm in describing the reasons why you’d like to work for the company using the vision they have of themselves, as long as you’re not too obvious.

3. Tap your network

If you know someone who’s currently working for the organisation you’re applying to, these people can be an invaluable resource, for a number of reasons. Firstly, organisations are often keen to take recommendations from existing staff, as this can cut down the time, and therefore costs, involved in hiring. This friend could be your ticket to the front of the interview queue.

What’s more, this person has already successfully done what you’re hoping to achieve – being hired by this organisation. So, it really would make quite a lot of sense to pick their brains on everything you can expect to face, and how best to tick the boxes. If they were applying to a similar role that you are, and you feel comfortable doing so, you could even ask to take a sneaky peak at their cover letter, to see if there’s anything they’re doing differently to stand out.

How to use keywords in your cover letter

So far, we’ve talked about how to tailor your cover letter to impress the humans reading it. But what about the robots? Don’t worry, you haven’t slept through some sort of futuristic armageddon in which robots are now our lords and masters. However, the use of automated applicant tracking systems (ATSs) are now commonly used by organisations when they are hiring candidates.

What are ATSs?

ATSs are software programs that collate and sort the resumes a company receives when it advertises a job online. Among the tasks they perform is ranking the applications from candidates, based on how well the applicants match the job profile created by the organisation.

A huge part of this is the presence or absence of keywords or phrases in a candidate’s CV and cover letter. For example, if an organisation is hunting for a software developer, the first step in the process might be for the ATS to scan the cover letters to ensure they include this term, i.e. “Dear NAME, I’m writing to apply for the software developer role you currently have advertised.” Potentially, any cover letters that don’t include this term could be discounted at this stage.

Of course, there will be other keywords and keyphrases the ATS will scan for, in particular around the key skills and experience the organisation is looking for.

How to tailor your cover letter to impress ATSs

We understand the idea of having to impress ATSs as well as hiring managers seems daunting, but, in reality, this is actually very easy. Here are the steps we’d recommend:

• Analysing the job description: Go through the job description with a fine tooth comb. In fact, we’d recommend copying and pasting the wording of the job description from the Trade Me Jobs listing into a Word or Google doc, and going through with a highlighter to really hone in on the most important bits. Here, you’re looking for the specific skills they’re seeking and experiences they’ll value. For example, “experience working in a Big Four company.”
• Include these terms in your cover letter : once you’ve identified your key terms and phrases, you need to factor these into your cover letter. Importantly, the keyword or phrase should be exactly as it appears in the job description, as this will be how it’s included in the ATS. However, you don’t want to parrot entire sentences or paragraphs back to the employer. Even if this gets past the ATS, there’s a good chance that the person who wrote the job advertisement will be the same person reading your cover letter, and will recognise their own words.
• Use a combo of long-form terms and their acronyms (where relevant) : for example, if you were applying for a SEO manager position, you’d want to ensure your cover letter features both the acronym ‘SEO’, and ‘search engine optimisation’, to cover both bases.
• Keep your section headings traditional : it might be tempting to try and stand out by using non-standard section headings in your cover letter, like “What I’ve learnt”, rather than “Education”. We’d recommend avoiding this approach, as ATS are generally set up to recognise standard cover letter layouts.
• Think about your formatting : while ATSs can be very handy for employers, they obviously lack the intuition of a human reader, and a few things can confuse them, including: - Columns and tables : ATS struggle to read these properly, meaning they might struggle to comprehend the information contained within them. - Header and footers : the same issue applies, so don’t include things like the job title in these sections. - Fonts : keep these simple - this isn’t the time for Geraldine. -  File type : save and submit your cover letter as a .docx wherever possible.

Tailored cover letter example

Please feel free to download the cover letter sample below and use it in your own applications!

1 Jobs Road

I’m hugely excited about the Digital Content Specialist role currently advertised on Trade Me Jobs. I’m a skilled content strategist and producer with agency and in-house experience, and I’d love to be involved in your mission helping New Zealanders tickle more puppies.

My MA in COURSE NAME was all about creating and distributing high quality digital content, and I’ve applied what I learnt in various roles. As such, I understand the crucial role that high quality, efficiently targeted, content has in reaching your audience.

As a puppy owner myself, and someone who understands the health benefits of owning an animal, your mission is one that speaks to me personally, and I believe my firsthand experience will help me to craft content that will speak to users along various stages of their consumer journey. In addition, your company’s emphasis on creating an inclusive and collaborative working environment is something that’s very important to me, and I’m keen to learn and grow based on the interactions I’d have with other staff members.

At PREVIOUS EMPLOYER, I’ve spearheaded the company’s move towards SEO driven, user-focussed content. My primary responsibilities have included creating and implementing detailed B2C and B2B content strategies, drawing up content calendars, and leading email marketing campaigns. Tracking these results in Google Analytics and PowerBI, my content has increased our average monthly returning users by 48%, reduced our bounce rate and more than doubled our average pages per session.

I was also integrally involved in PREVIOUS EMPLOYER’S shift to a new CMS, and worked closely with designers and developers on creating a search optimised and user-friendly site experience. I continue to work with these teams, and other areas of the business, to ensure best practices regarding search engine optimisation and content production.

These experiences built on my time at OTHER PREVIOUS EMPLOYER, a content marketing agency. Here, I produced blog articles, social posts and eDM content for clients ranging from Heads And Shoulders to Knees And Toes. In addition to honing my SEO writing, researching and editing skills, I took on managerial responsibilities such as auditing junior writers and creating editorial briefs as well as tone and style guides.

As Communications Officer supporting the valuable work of YET ANOTHER PREVIOUS EMPLOYER, I devised and implemented a targeted social media strategy while also redesigning their website with updated, SEO-driven content. Communications guidelines I produced ensured that both internal and external communications conformed to the organisation's values while my press releases promoted their objectives to stakeholders and the public.

I believe I have the skills and experience to hit the ground running in this role, and would be thrilled to join an energetic team where I could both learn and enthusiastically. Thank you for considering this application and I look forward to hearing from you.

Yours faithfully,

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