Marketing yourself is a critical piece of the job search process. That said, you should view your cover letter as a critical piece of your marketing strategy and materials. While your resume reflects what you have done in the past, your cover letter is an opportunity to explain what you want in your next opportunity, and more importantly, what you can do for a prospective employer – how you will add value if hired. Ultimately, the goal of sending your cover letter and resume is to get the interview.

It is worth noting that using the same cover letter for every application is not as effective as customizing each letter. Email has made it easy for candidates to fire off hundreds of resumes in a day. Your cover letter and resume may be stacked up against more competition than ever before. Customizing your cover letter can set you apart from other applicants.

Composing a Cover Letter

Composing an effective cover letter includes three key steps.

1. Research! Research! Research!

The more you know about the employer’s needs, the more compelling your letter will be, so be sure to do your research before you write your cover letter. Review company websites, brochures, sales flyers and promotional material to learn about its mission, performance, goals and culture. Newspaper archives, libraries and career center resources are also good resources.

It may also be helpful to speak with current employees to get their perspective, so use your network to find contacts. The Deloitte US LinkedIn Group can also help you expand your network at your target organization by helping you identify former Deloitte employees currently working there.Lastly, connect with your Transition Assistance coach. He or she can also provide you with company research.

2. Determine Your Unique Selling Points

Take time to perform an inventory of your talents, skills and achievements. You will use this information in writing the body of the cover letter.

• How will you help achieve organizational goals?
• What sets you apart from the other candidates?
• How are you the best match for the position?
• What are your top three to five selling points?

3. Construct Your Letter

Job seekers often spend numerous hours developing their resumes and then treat their cover letters as an afterthought. This may be a mistake, as the cover letter can help your resume get noticed. See our sample cover letters for some ideas.

Creating a Professional Cover Letter

Heading

• Select a standard business letter format
• Letter design (font, paper, etc.) should match your resume

Salutation

• Address your letter to the hiring manager. If the posting does not list a name, do some research to identify a contact person. However, do respect ads that state "no phone calls please."
• Keep the salutation professional by using the contact person’s last name, not their first name (e.g., Dear Mrs. Johnson, not Dear Mary).
• If you cannot discover the hiring manager’s name, use "Dear Hiring Manager" or "Dear Selection Committee" instead of "Dear Sir/Madam" or "To Whom It May Concern."

Opening Paragraph

• Clearly state the name of the position for which you are applying
• Include the referral source (e.g., recommendation from current employee, Internet job posting, etc.)
• Provide a synopsis of why you are the top candidate for the position

Body – The Pitch

• Consider using a bulleted list to succinctly communicate how your qualifications match the specific requirements outlined in the job description.
• Customize your list to each position you are applying to
• Support your listed achievements with specific, yet brief, examples of your past successes
• Keep your letter positive and upbeat

Closing

• State you will follow-up soon to confirm your resume was received and discuss the potential for setting up a meeting.
• End with a professional closing such as "Sincerely," "Regards," or "Respectfully Yours."

Special Circumstances

Salary Requirements

Many times candidates are asked to include salary requirements when submitting their resume and cover letter and find themselves in a “no-win” situation. Stating a number that is too high, may cause the employer to screen you out. Stating a number that is too low, could position you for an offer less than what the job is worth.

So what is the best way to respond? Give the prospective employer a reasonable salary range. For example, “My salary requirements are in the $40,000 - $50,000 range, based on the job responsibilities and the total compensation package."

Including your salary requirements can actually work to your advantage. The cover letter gives you the chance to emphasize you are worth the money. Let your reader know that your range is negotiable. Your chances of being considered could increase if the employer knows you are flexible.

Confidentiality Concerns

If you need complete confidentiality, this may be noted on the cover letter. On the line above the salutation, type in caps and underline 'PERSONAL AND CONFIDENTIAL.' At the end of your letter, you can type a brief explanation and request that your application be kept in confidence.

Cover Letter Etiquette

To make the best impression when composing a cover letter, be sure to follow these rules:

1. Use a strong opening. For example: “Your need for a top-performing account representative is an excellent match to my seven-year history as a #1 ranked, multimillion dollar producer.”
2. Keep your letter professional, but friendly. The cover letter gives you a chance to reveal your personality and show you are a good fit for the position.
3. Be concise and respectful of the reader’s time. Keep your letter to three to four paragraphs. Get to the point as expeditiously as possible and break any paragraph of seven lines or longer into short, easily readable ones.
4. Use your letter to tell a brief story. Do not restate your resume, instead tell the reader about your “toughest challenge” or “most innovative solution.”
5. Let your cover letter stand out by using some creativity. You could incorporate excerpts of performance reviews to highlight your record of success or you could create two columns in your letter to demonstrate exactly how you meet the employer’s requirements:
   
   

   Your ad specifies....	and I deliver......
   Five years experience in accounting	Seven years of top rated performance as an auditor with a Big 4 firm

6. Customize. If you are using one letter to apply to a number of similar positions, remember to customize it each time. Remember to update the company, job title and hiring manager information, so your letter is addressed to the right person!
7. Be polite. Thank the reader for his/her time and consideration.
8. Thoroughly proofread your letter before sending – cover letters should be completely free of errors. Also, make sure you have the correct spelling of the hiring manager’s name.
9. Sign the letter. It is proper business etiquette and shows attention to detail.

Cold Cover Letters

A cold cover letter is an uninvited inquiry to an employer, recruiter or hiring manager regarding possible job opportunities. The potential advantages of a cold cover letter include: creation of a job that did not previously exist, gaining early consideration for a position that has not yet been advertised, and expanding your network of contacts.

When writing a cold cover letter:

• Know yourself: What do you offer? Why should the company take an interest in you? What skills, abilities and credentials do you have that would be desirable to the organization?
• Research the employer: Find out as much as you can about the target company so you can write knowledgably about how you could benefit the organization.
• Address your letter to a particular person: This is crucial since you are writing an unsolicited letter. Do some research so you can get your resume in the hands of the manager most likely to be interested in hiring you.
• Open your letter with a value proposition (e.g., “Your company goals are _______ and I am an experienced ______ and can help you achieve those goals”) or a news angle (e.g., “After reading about your company’s growth plans for the _______ division in this week’s Anytown Business Journal, I am excited to join your team as a _________.”).
• Summarize the key strengths you bring to the table: Include a bulleted list of achievements and qualifications that would benefit the company.

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Accomplishments

Help yourself stand out by highlighting your unique accomplishments. Consider your target audience – what might they be interested in learning about you? Think back on your recent projects, successes, challenges and things that show your value.

Consider using the framework below to craft your stories:

The full story may come in handy during interviews. Distill the full story into succinct accomplishment statements for your resume.