The reason most cover letters get discarded is because they don’t really say anything. “Attached please find my resume” and “I’m the best candidate for this position” are worn-out clichés. Neither phrase grabs the recruiter’s attention nor do they make you sound any different than all of the other applicants.
What Is the Purpose of a Cover Letter?
A cover letter is your chance to shine, to tell why you’re uniquely qualified to solve the potential employer’s problems. You heard it right, it’s not about you. It’s about them.
Let me give you an example. Let’s say that this particular company has high turnover. Interestingly, you’re an expert at retaining good employees. Instead of just stating that fact, you could share a PAR (Problem, Action, Result) story:
Problem: When I went to work for XYZ Company, a manufacturer, their turnover rate was as high as 80% in some locations. The industry norm was about 25-30%.
Action: I conducted research to determine the root cause of the high turnover. It turned out that new employees were given no formal orientation nor did they get consistent coaching from their managers. They either quit in frustration or got fired because they weren’t performing satisfactorily. To make matters worse, the CFO started complaining because the high turnover was affecting the bottom line.
Result: I met with the CFO to find out exactly how much the turnover was costing the company. Then I collaborated with the company’s senior management team to create a Leadership Development Program, which we rolled out to everyone from supervisors to plant managers. As a result of the LDP program, employees were set up to win. They knew exactly what was expected of them and received effective training and coaching from their managers. But most importantly, turnover was reduced by 50%, saving the company over $1 million annually.
Can you see how such a story would get the recruiter’s attention? You not only demonstrated your problem-solving ability but you also saved the company money in the process. Any worthwhile recruiter would be crazy not to interview you.
Final Thoughts
Think of your resume as a statement of facts about your skills. The cover letter is the story of how you put those skills to work solving relevant, pressing problems. In essence, the cover letter sets you apart from the other candidates applying for the same job.