y Dorcas Karuana,

Youve polished your resume to no end, especially after finding a job posting that precisely fits your
skills. But did your cover letter merit the same attention? Many hiring managers use your cover letter
to gauge your interest in the company, as well as your aptitude for the job. Therefore, when you resort
to Dear Sir, Im interested in your open job, heres my resume, youre missing out on a critical
chance to persuade employers to take you seriously.
Statistics show 50% of employers dont read them and the others scan it in 5-10 seconds. That
being said, how do you craft a cover letter that quickly captures their attention? First of all, lets agree
the ONLY purpose of the cover letter is to get someone to want to read your resume. It is NOT a
recap of your resume or a short story of how you moved from job to job. Since employers spend only
a few seconds glancing at your cover letter, it should be short, easy to read and compelling.
Here are five of the most crucial mistakes made in cover lettersthose that can quickly knock
you out of the running for a job:
1.Your opening line was boring- Do not start your letter this way; I am a Marketing Executive with 5
years of experience, or In response to your ad for an Administrative Assistance, I have enclosed my
resume. This is not compelling enough to use as opening statements. Instead, try a hook that makes
the hiring manager sit up straight in his or her chair, as in this example: As a Sales Executive for ABC
Company, Ive increased customer satisfaction to 97% in 3 outsourcing engagementspushing our
revenue growth to its peak despite the recession. Im interested in creating the same results for you.
Note each of these sentences contains statistics, a targeted job title, and a career-defining
achievement that is framed in context and laid out quickly for the reader to absorb. Ensure you speak
precisely to the employers pain points while describing the performance impact youve had in
previous roles. Your opening line should also leverage the research youve done on the company, per
the next point.
2. You didnt demonstrate the ability to solve the employers problems. Showing off a list of
competencies isnt strong enough to distinguish you from other candidates, but speaking directly to
the companys needs will do the trick. You have to dig into the companys history, press releases,
annual reports, and other news to figure out their pain points. What type of expansion is planned?
Were earnings down in previous quarters? What do industry analysts say about the companys future
and their business strategy? Armed with this information, youre able to connect your leadership skills
to the employers needs much more succinctly: For instance, My ability to produce business
development results; (30% rise in ABC Company sales during Q4 2010) can address any struggles
youve had in breaking into this market. Can we talk?
3. Your key points dont match (or exceed) the job requirements.- Like CVs, cover letters must be
precise and direct the readerkeeping them attentive to the reasons they should hire you and the
edge your work can give them. While youre writing, put the job description in front of you to remind
yourself what the employer is seeking. Then, look for ways to point out how you can surpass these
expectations. For example, a Sales Director may say; In your ad I noted that you require a leader in
service delivery and customer satisfaction. My career includes 3 years of 97% satisfaction ratings,

achieved by improving infrastructure and network capacity, and I hold responsive service as my first
priority.
4. You didnt address the letter to an actual person. - Finding a contact name inside the company
has never been easier. Taking the time to locate a name (vs. resorting to Dear Hiring Manager) will
help your letter create more impact at a target employer.
5. You forgot to be assertive. If your closing line isnt strong, you run the risk of looking too
passive. Most of us end your letters with these words, Thank you in advance for reviewing my
credentials. This is certainly polite and professionally stated. If pursuing a senior-level role,
employers like to see a take-charge style. For instance, be more forceful by saying; I plan to exceed
your requirements as your next Finance Officer, and I am confident that I can demonstrate the
leadership you look for in your next F.O. This is stronger. Even more intense, I will follow up with you
next Tuesday, shows definite intent on your part to influence the hiring audience, and gives them
advance notice of the proactive steps youll take to secure the interview.
Theres no reason to settle for a bland, one-size-fits-all cover letter that blends in with the others. Your
job search will fare better when you zero in on the hiring audience with an unforgettable opening
especially when it draws a parallel between employer needs and your unique value.