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How To Write a Good Cover Letter for a Job


Note from Neville:

I wanted to show everyone how to write a kick ass cover letter....so I’m bringing in someone who’s read thousands of resumes, thousands of cover letters, and acts as the gatekeeper between thousands of people and the jobs they're hunting for.  Denise Renee.

Denise Renee

Denise Renee can tell you which cover letters suck, which are amazing, and which are a total waste of your time.  I added lots of poorly-drawn illustrations into this article so blame those on me, not Denise Renee!


Denise Renee starts talking typing here:

Thanks Neville!

I have held several positions where I’ve performed HR functions throughout my career, such as on-boarding new employees, training, interviewing and hiring. A few years ago, I worked for an Executive Recruiting firm where I learned the industry inside and out. I also had an all-access backstage pass to the side of CareerBuilder.com job seekers don’t normally see.

I have been a gatekeeper, guarding the door of employment for a few lucky souls. So I know from personal experience that gatekeepers don't have a lot of time. They are trying to wade through the deluge of resumes they receive daily and they want to get to the most relevant applicants as quickly as possible. A heavily reference study conducted by TheLadders.com back in 2012 revealed that recruiters spent an average of 6 seconds reading a resume before deciding if they were interested or not in reading more. If a hiring manager receives an email with a cover letter and resume attached to it, 9 times out of 10, they are going straight for the resume.

In fact, I think that cover letters are a waste of time (with only 3 exceptions).

No one likes you cover letter

When was the last time you were verbally asked to hand in a cover letter?

Back in the day when resumes were physically mailed (or faxed) to companies, a cover letter served a practical purpose. It was seen before the resume and was intended to entice the recipient to take a further look at what was enclosed:

Old Faxed Documents

Today, however, resumes are, more often than not, received electronically. Whether directly submitted via a company’s website, vetted by a recruiting firm, or sourced from an applicant pool such as Careerbuilder.com, resumes are digitally delivered without being married to a cover letter.

You must understand.....

If there is a digital database of resumes, there is an ATS (Applicant Tracking System) in place. When recruiting firms, individual companies and online applicant pools like CareerBuilder receive resumes, they are scanned and the relevant information is put into buckets like:

  • Name.
  • City/State.
  • Job Title.
  • Relevant keywords inside your resume (such as "Manager" or "Executive" or "Microsoft Excel" or "QuickBooks")

So when a recruiter or a hiring manager has a position to fill and wants to search their internal database (or the database of a site like CareerBuilder), they can essentially do a “Google search” of the skill sets they are looking for, and the database shows them a list of resumes.

In all my years in recruiting I've never seen a cover letter given much relevance by an ATS.

It’s all about the resume baby.

And today, your resume must be friendly to two things:

1.) The ATS (Applicant Tracking System)...so when someone types in certain keywords your resume pops up.

2.) The human who will skim through those resumes that decides who gets a pre-screening phone call. This person is The Gatekeeper and can make-or-break your chances of getting an interview.

The human resources director gatekeeper of jobs

For today’s job hunter, a cover letter is sometimes a deer-in-headlights afterthought.  They think after they’ve polished up their resume, “Maybe I should write a cover letter!”  Fresh out of ideas, what usually gets cranked out reads like recycled resume hash that goes something like this:

Bad Cover Letter Example:

Bad Cover Letter Emily Employee

If this letter is supposed to entice the hiring manager to further examine the resume, it’s an epic fail.


Well, because:

  • It’s highly impersonal. ("Dear Hiring Manager." ...Seriously???)
  • It reads like a generic, plastic wrapped product that came off a cover letter assembly line when Reagan was President.
  • It only focuses on the job seeker and their desire for an interview, not what the employers wants or needs.
  • It’s a snooze fest. (That should probably be listed as #1)!
  • It just summarizes what’s in the resume, so there's no compelling reason to look at the resume...which is supposed to be the point of a cover letter, right?

So in the digital age, there's not much point to writing a cover letter......well, except in these three cases:


The Only 3 Times You Must Write A Cover Letter:

I actually think there are three situations where cover letters are important, if not mandatory:

Situation #1.) When you are specifically asked for one by an individual company’s website.

Some companies have their own in-depth online application process via their website. You may have discovered this by being redirected when using a site like Indeed.com or CareerBuilder.com or if you are conducting a proactive job search. If their process requests that you submit a cover letter, then submit a cover letter! You never want to leave out a step in a hiring process because I can promise you, the person on the other end sorting through those applications is just PRAYING you give them a reason to disqualify you; you’ll be one less application to read. Not paying attention to instructions during the application or interview process with any company is a red flag to them; you may not follow instructions if hired. So I wouldn’t play with that if I were you.

General template:


Example: when the company asks for specific suggestions

Example: when the company asks for a specific word to be mentioned

Example: when a content manager asks for article ideas in the cover letter

Situation #2.) when a connection has been made for you.

If you are serious about landing your next position, you wouldn’t rely on a passive method such as submitting your resume to CareerBuilder.com and to company websites as your sole strategy. Tapping into your network is an excellent way to be proactive about your job search. According to the US Bureau of Labor Statistics, about 70% of jobs are found through networking or are unadvertised positions. So when one of your friends, colleague or mentors say, “I have someone you should send your resume too,” follow through on that lead! You now now have a golden opportunity to bypass the recruiting “black hole” of online applications and HR blockades to put your resume in the hands of a warm-blooded influencer at the company. It most definitely should be accompanied by a well crafted cover letter.

General template:

Example: CMO reaching out to a startup founder via mutual friend

Example: PPC specialist reaching out to a big brand leader via a mutual connection

Example: reaching out to development agency officers before moving to a new country

Situation #3.) When you are conducting a proactive job search. 

Where a cover letter is relevant, if not mandatory is when you are conducting a proactive job search. It’s when you’ve identified specific companies you’d like to work with (regardless if they are currently hiring in your field or not), you’ve thoroughly researched their history and growth plans and you’ve crafted a strategy to find your way in. Once you’ve identified the best individual to make your introduction, you’ll most certainly want to whip up a customized cover letter and send it off via snail mail with your resume; both should be on that fancy paper you can get at Office Depot or Staples.

General template:

Example: copywriter reaching out to a marketing agency

Example: Lawyer reaching out to a clean tech consulting firm

Example: Web developer reaching out to a local sports team

Example: reaching out to a founder after listening to their podcast interview

How To Write An Attention Grabbing Cover Letter That Gets You Phone Calls:

This next part is only for those of you who don’t see yourself as the average “Jo/anna Shmoe” employee. If you put a high value on your skillset and you understand that you are both the CEO and CMO of “You Inc.” you are probably a proactive type of job seeker and you’ll immediately get what I’m about to say next.

In order to write an effective cover letter, you have to write it like a sales letter:

Cover letter vs resume

Yes, the same kind of sales letter that Neville teaches the people in his copywriting course to write. Remember Bobby and the boring emails he used to write to influential client prospects? That’s exactly how most people churn out cover letters. Boring, stale, snooze material.

Remember, you are the CMO (Chief Marketing Officer) of “You Inc.” It’s your job to show your potential customers (recruiters and hiring managers) that you have the best solution or product (your superior skill set) that will solve their business problems.

This will require that you understand that company’s vision, goals and pain points. You’re not going to get that simply from a job posting on Indeed.com. You’ll actually need to engage in the “hunting” part of “job hunting.” You can gain a 360 degree perspective of your target companies by doing things like studying their website, searching for press clippings, stalking their employees on Linkedin (in a professional way, of course), going to association meetings that some of their employees are a part of or by attending industry events the company will have a presence, just to name a few tactics.

When you are adequately armed with both the knowledge of what the company’s current trajectory is, along with an appropriate influencer within the company to direct your resume to, you can now write your cover letter.

The Cover Letter Checklist:

Your cover letter must take everything that is wrong in my bad cover letter example above and do the exact opposite. A cover letter that will have a hiring manager or recruiter calling you before they’ve finished reading will:

cover letter checklist

So to craft this masterpiece, you simply follow a tried and true copywriting formula: AIDA.

A – Grab their Attention

I – Spark their Interest

D – Create Desire

A – Invite them to take Action

So let’s say Emily Employee has decided she wants to work at Global Technical Services. She’s done her research and learned that their Atlanta area expansion has not been going very well. Local news reports revealed that their contractor relationships have been failing and they’ve been refunding their end-user clients to make up for lack of poor service. Emily has the Regional Manager, Richard Robinson’s contact info. So now instead of the snooze fest letter she sent above, she’ll send one that sounds more like this:

Good Cover Letter Example:

Good cover letter example emily

Here’s why this cover letter will perform better for Emily:

  • She immediately grabs Richard’s attention by addressing him by name.

  • She addresses the company’s biggest pain points: their current PR problem and their profit problem.
  • She stirs up interest by showing how her existing relationships in the field can contribute to a potential solution.
  • She is showing how she’ll be a benefit to the organization.

Richard is probably salivating with desire to get his hands on Emily’s connections and she gives him an action to take....review her resume and call her. If you were Richard, wouldn't you call Emily?

::::Denise Renee drops the mic and sashays off stage!::::

Ok, I’m back!

But there you have it: when and how to write a relevant cover letter. When job seekers start thinking more like marketers and sales professionals, I have the pleasure of seeing them become better resume and cover letter writers. I hope this nudges you one step closer to landing your dream job!


Denise Renee

Download this entire Cover Letter Post for your own files or sharing with colleagues:

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P.S. Neville back with you. Whenever people ask “where can I find a copywriter” for the HR industry, I always refer them to Denise Renee. Years ago she took one of my classes and I was blown away by the content she wrote about how to cleverly stuff a resume with keywords so it shows up in a recruiters list.  You can grab her free ebook 5 Essential Resume Hacks or stalk her for cool personal branding and career tips on Facebook or Periscope.

If you ever have job-related or professional space copy to be written, keep Denise Renee in your Copywriting Rolodex.


P.P.S.  If you would like to ask Denise Renee any questions about your own cover letter or resume, ask below! She kindly said she'd answer them all. She was the gatekeeper for thousands of job seekers, so she knows a lot of the tricks of the trade.

Other articles to help you at work:

How to write a good memo.

Effective workplace communications skills.

User Feedback

Recommended Comments

Guest Neville


Jasper, I 100% agree with Denise Renne.

You need to be applying for jobs you have more in common with, or BECOME the right person for the job by doing some pre-work.

Let's say the job involves a lot of Excel work. Then read books on Excel, outsource Excel gigs on Fiverr, create some cool templates on Excel.....become an excel MASTER so when you apply you're 110% the absolute right person for the job!

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Guest Neville


Hey Pedro, NevBox-worthy question!

A lot of people in the UK have asked me this......and yes, you might need to re-phrase things based on location. But here's what DOESN'T CHANGE throughout any culture:

If you can greatly benefit the company, they will want you.

That doesn't change. You can maybe even phrase it: "My goal would be to get the Atlanta Journal reporting a 25% increase in revenue just 12 months from when I start."

You can make it seem aspirational and not so direct.

Hope this helps!

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Guest Sheiler


Hi Denise,

I guess I must think of cover letters going to a company = having a robot read them. (hey, not that there's anything wrong with that...) But being able to put a face to the recipient is key. At least for me. So perhaps I'll just imagine your face the next time I have to write a letter ;) So I don't get all caught up with the actual term 'cover letter'. Oh see, I got a chill.

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Guest Ansis


Alllrighty, I got the picture and thanks for both answers! :) Although, two things came to my mind:

1) ~6 seconds scanning time;

2) "decent length" A4 resume.

Sooo, what if I write a resume that contains buzzwords, which have an indication like asterisk (e.g. Team Player*) with a (second) back up page with a context explaining each and every one of them (such as Neville wrote)?

Denise, have you ever received a resume in such form?

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Guest Gregory


Really great article! Thanks for the insights!

I have a question if you don't mind - of course, customizing each letter to the T (specific to each company) is really valuable, but what if you don't know too much about their specific pain points? How do you balance between a high-quality letter and sending enough (quality vs. quantity)? I personally know how many people can get caught up too much on one side (ie: blasting generic cover letters or spending forever on one and never getting it sent out).



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Guest Denise Renee


Hi again Ansis. You don't want your resume getting off into very lengthy territory. You want to keep your examples "in line" with your descriptions, not off on a secondary page. I'm getting the sense that you have some anxiety around length. The reality is that there is no what way to know exactly what will catch a recruiter's eye when they are giving their 6-second scan. So just make sure you don't waste words and that everything is as tightly and concisely written as possible.
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Guest Denise Renee


Hi Roberto, thanks so much for reading and really taking time to process everything (as evidenced by your very detailed questions). I'm going to answer them briefly, however, because if I take any longer, I'll have to charge you! LOL! (Just kidding!)

#1 - 3+ pages are for CV's. In a resume, it's excessive. You don't need to include every. single. job.

#2 - Always keep your resume tight and relevant to the position you are applying for. If you have lots of varied experiences, leave off the ones that to relate to the position you are applying for. Keep your reader focused.

#3 - Both. But keep both brief. Expound during a phone or in-person interview.

#4 - See #1 and #2.

#5 - See #1 and #2. Additionally, stick to the last, most relevant 10 - 15 years.

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Guest Denise Renee


Hi Greg, thanks for reading and thanks for your question. Again, if it is a proactive search, you will already be cyber stalking them so you will know their pain points. If you're just applying through Craig'sList or Monster.com, etc, you won't know that info and in which cases, it doesn't' really matter.
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Hi Denise,

Thank you for sharing your expertise with us.

I am graduating from university in a month and am currently hunting for my first entry level job. While I have a number of self-developed skills useful to the jobs I am applying for, I have no practical experience in my prospective field. This lack of experience feels like a death sentence, especially when I compare my resume to that of colleagues on LinkedIn who managed to get work placements.

What I do have going for me is a willingness to sop up knowledge (I read Neville's work for a reason). How would you recommend positioning this desire to continue to develop professionally as to diminish my lack of professional experience? Is this doable? Furthermore, would it help to speak to my lack of professional experience on my cover letter?

I have loads of practical retail experience with no job gaps, but outside of teamwork, much of this experience doesn't seem to carry over very well to the communications jobs I am pursuing.

Finally, would you have any general advice for soon to be graduates?

Thank you once again,


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Hi Denise,

Thank you for the article – it is brilliant, and I love your comments.

I am currently in a job seeking after 6 years of being in a single company. I have little idea what my value is for other employers and how to find a match, but with every your comment was like ray of light which dispels darkness so I feel much better now and I have new strategy to try. Thank you for that.

Those insights pushed me to thoughts that sometimes after one or two screening interviews you come to people who decide whether you a good fit for them and you have no idea what it is going to be and what to be prepared for. I don't know, may be those people should shot an interview on which they can throw some insights on what they look for. This why people often rely on personal connections – it is hard to describe desired fit in job posting (and most job postings have same problems as Denise's bad cover letter or speak buzz words). As a result I may apply for a position which is actually not a best fit for me and avoid position which is good.

But, coming back to recruiters, I have a question regarding resume – should I filter irrelevant experience from it? For example, If I am applying for a position of a Excel worker, should I specify that I have 3+ years of experience in Word?

Thank you for answers,


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Guest Denise Renee


Hi Joe, thanks for reading and thanks for your question. Whether you are just coming into the job market or you've been in it forever, it's all about framing. First, you need to look at your experiences and frame them as an asset, not a liability in your own mind. Then you need to frame a positive picture for your new potential employer. Always frame your resume (and cover letter) to what the reader needs to see. Never admit to your limitations; always play up your strengths. And help them see the transferable skills you have. While you may not have worked in an office, I'm sure you've picked up valuable customer service, time management and communications skills in your retail jobs... all of which are valuable in the corporate world. If you're not feeling very confident, use a skills-based resume format which highlights the qualities I'm sure even entry level positions require (rather than putting the emphasis on where you worked). Once you can sell yourself on this, you'll be able to sell it to an employeer too.
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Guest Denise Renee


Hi Oleg, thanks for reading and for your comments; I'm glad I can be a ray of hope :). The very first thing that you said which caught my attention is about understanding your value. If you don't know and understand what value you bring, it will be very difficult for a potential employer to see that. So I would encourage you to truly reflect on your hard and soft skills.

You should always customize a resume for the positions you are applying to as much as possible. You always want to keep them focused on what is most relevant to what THEY are looking for. So make sure you highlight what is relevant for them first. If they want Excel, give the Excel first, with plenty of examples. If you want to mention Word for diversity, that's fine, just make it secondary.

Finding the right "fit" takes time and there is no exact science to it. Just like you need to be clear on what value you bring, you also need to be clear about what you want and don't want in a work environment so that when you see signs, you can act accordingly.

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Guest Chris Turner


I've often resorted to using LinkedIn and doing a search of the employer's website to try and find the name of an actual person to address my cover letter to. Sometimes, however, I run into dead ends and have to get creative. I've called an employer before and asked for the name of the person who manages or oversees the area where I'm applying. That usually yields an appropriate name. Even if it's not 100% correct, just the fact that you got a name on there that's reasonably close is sometimes enough. I even had a prospective employer ask me about my cover letter and how I addressed it. When I explained to him how I went about getting the name, he smiled and nodded. "Resourceful," he said. "I like that." I wound up getting the job. :D
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Guest Raspal Seni


Kuestion 1: "Dear Hiring Manager." In 2007-08, I read and subscribed to a newsletter from someone who guaranteed that his cover letter and resume tips would always work. He advised to use "Dear Hiring Manager," if we couldn't find out/weren't sure about the name of the person who'd read our email/cover letter. Those days, even though LinkedIn existed, many people didn't know the best way to use it, or recommend connecting. BUT, this newsletter guy also advised to put two lines at the very top, before the "Hiring Manager."

He advised to use "PLEASE NOTE: I apologize for the impersonal greeting. I wanted to address this cover letter to you by name but it was not provided online and I was unable to obtain it. I am very interested in the position of ________."

I used it many times till 2008-09 and did get some responses to my emails/cover letters. Even got some jobs. Of course the rest of the cover letter had to be interesting, though short. Starting with something like, "Five reasons why I believe I may be the candidate you are searching for the [iNSERT POSITION HERE] position."

And then, ending the cover letter with a P.S. (like Neville does in his newsletters).

In case of pitches I've sent to editors, if I don't know their names, I've used "Hi there."


Kuestion 2: I'd like to ask about the word "Dear" - what's your reaction of getting it from someone you don't even know, even if they know your name?

Just remembered after reading Chris Turner's comment. When I sent physical coverletters and resumes, I used to call up at the company and ask the operator for the name of the head of the department to whom I needed to contact, or the HR's name. I told them I needed to send a letter to them. Most of the times, I got the name. Sometimes I didn't.

Even back in 2007-08, I've seen advice to send a physical cover letter and resume, to become a little special. So, that the busy recruiter would give some time to open and read it (it was also advised to us a colored paper, make good use of colors, to attract attention), rather than not even opening our digital resume in his/her Inbox.

I did get some calls after doing this. I also used to send a hand-written thank you note after interviews. It kind of worked, at times.


Kuestion 3: How would YOU respond to a paper cover letter and resume, and even a thank you note after an interview?

[Don't know how Neville thinks that the manager would take home the cover letter and use it as a sleeping aid. I would've used it to make a pocketmod (pocketmod.com), instead.]


Kuestion 4: How about using cover letters for jobs on freelancing sites like UpWork? UpWork still advises using customized cover letters. I've used them a couple years ago when I searched freelance jobs there, but not sure whether I got hired due to the cover letter or the resume. :) I did spend a huge amount of time to perfect both.


Kuestion 5: I don't need to write resume for regular jobs now. I used to have a one-page resume and another three-page one. I used them depending on the job and the post. The one-page resume was short but actually had the best copy. But, what's the perfect length for a resume. a) for a technical position, and b) for a non-technical position?


Kuestion 6: If you were scanning resumes, what is it that you look for in those 6 seconds? What would grab your attention? Can you tell us?


Kuestion 7: What's the difference between a resume and a CV? I didn't know they were different. People here use any of the two words to refer to the resume. At least that's what I thought.


Kuestion 8: If you don't have proper educational qualifications, or got bad grades, but have great experience in the field you're applying for, how would you mention this in your resume?

Thanks Neville and Denise for publishing this post.

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Guest Raspal Seni



1. You wrote twice that you're back with us, once at the end of the post, another time in the first P.S.

2. Shouldn't the line "I have someone you should send your resume too" use to instead of too?

3. Another typo here: "You now now have a golden opportunity ..."

4. Why don't you change the "Questions or Komments" to "Kuestions or Komments?" Just a thought.

Thanks for getting Denise here, and for publishing her post. I'd like you to publish a post for freelancers (not just freelance writers and copywriters) how to get clients, some day.

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Guest Neville


Thanks for the sharp eye Raspal!

I actually do have a post about getting clients (not just for copywriters) that's right here:


People always wanted me to do a whole course about it, but I didn't think there was enough complexity for a full course, so I just made one giant show-you-how post.

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Guest Jonathan


I love the idea of making the cover letter about them, and the resume about you. Good way to think about it! I guess I've always tried to make the resume do both.
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Guest Denise Renee


Hey Chris, thanks for reading and sharing your comments... that's awesome! Employers value resourcefulness. And the funny thing is, it doesn't take a whole ton of effort... it's just that most people won't take the time to think or get creative. Keep doing what you're doing :)
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Guest Denise Renee


Hi Raspal, thanks for reading and for your list of kuestions :)

K1 - not much of a question, but thanks for sharing your experience. At the end of the day, it's all about what works best for you.

K2 - Dear is a common salutation in business letters. I wouldn't stress out over it.

K3 - For me, if someone took the time to send a paper cover letter, resume and thank you note, I would remember it and them. But the had better be pretty amazing on paper too so that I would actually want to hire them!

K4 - I hire freelancers through UpWork and I appreciate when someone takes the time to represent themselves well in writing from our first meeting. It is usually a good indicator for me for how the rest of our interactions will be... I've never been wrong yet.

K5 - Regardless of position, one page is best; two pages max if you have really juicy info to share. At the end of the day, a resume is intended to invite further conversation, not share your whole life story on it.

K6 - I look for keywords relevant to the position I'm hiring for. If I see some, I stop and read carefully. If I don't see any, I move on because clearly that person didn't pay attention to what the job requirements were or they didn't care... and why would I want to hire them?

K7 - CV's are longer and basically tell your professional story. They are usually used by MD's, PhD's, educators and those kinda folks. Google it and look at examples.

K8 - As long as you have the degree, grades don't matter... unless you're applying to grad school. But then again, they'll see your transcript. Keep grades off resumes and focus on relevant experience.

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Guest Denise Renee


Hi Jonathan, thanks for reading and for sharing your comments. Resumes and cover letters are absolutely all about them and what you can do for them. If you don't paint that picture for them, you'll be overlooked.
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Guest Lucas


Hey Nev & Denise,

You should find a way to teach this as a class to graduating students at UT or any grad school really. So many students think they are king-sh*t because they just graduated and have experience managing a Facebook page or a Twitter feed for some random club. I've had the unfortunate job of screening dozens of resumes for a Jr. Online Marketing job. In the job description we specifically asked for a cover letter to screen out people who can't follow instructions. I would say 19/20 cover letters we received did not follow AIDA or have anything about our company and how they would help. Typical cover letter is all me, me, me.

It's so easy to stand out from the masses by following the advice in this blog. This blog touched on so many good points. I'm going to forward it to every applicant we deny going forward!

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Guest Steve


Thanks for the response! I'll share it with my mastermind group of people trying to relocate back to their home countries after building up their careers overseas.
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Guest Denise Renee


Hi Lucas, thanks so much for reading and for your comments... you truly made me laugh out loud! I'm glad you found it helpful and thanks in advance for sharing :)!
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Guest Neville


Great question Joe!

I would highly suggest you figure out what the valuable skills are in your position. Is it having a big network? Having a big Instagram following? Knowing how to draw? Whatever.....

Figure it out and GET GOOD AT THOSE.

Get gigs on Fiverr.

Get gigs on Craigslist.

Get gigs through friends.

Make sure you get hella experience in all the things that would make you the ideal employee, and that will be impressive.

Good luck Joe!

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Guest Neville



So like Denise said, mention the Excel part to....but position your other skills at "Complimentary Skills." This way it doesn't look like your skills are random, but complimentary and ADD value to the Excel job.

Such as:

"In addition to knowing Excel well, I also have three years of experience in the Microsoft Office suite dealing with Word documents on an advanced level. In fact at my last job, we would frequently link Excel and Word docs together which was extremely helpful for the department."

Having extra skills is always a plus, especially if it's in the same realm (such as in the Microsoft Office suite of products).

Good luck Oleg!

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