career growth
finding a job
How to write a cover letter that stands out
Chris Morrison
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If you’re struggling to write a cover letter that actually gets noticed, you’re not alone. Most people find them awkward, repetitive, or worse, completely ignored.
But here’s the thing: when done well, a cover letter isn’t just a formality. It’s your opportunity to speak directly to the hiring manager, show a bit of personality, and connect the dots between who you are and what they need.
Over the past 10+ years, I’ve helped more than 500 people land roles they once thought were out of reach. And I’ve read thousands of cover letters in the process. The ones that stand out? They go beyond the basics. They’re personal, specific, and strategic.
So if you’re ready to take your job application from ‘decent’ to deliberate, here’s what you need to know.
Why your cover letter matters more than you think
It’s tempting to skip the cover letter, especially if the job ad says it’s optional. But skipping it can mean missing out on your best chance to differentiate yourself.
Recruiters and hiring managers don’t always read cover letters straight away, but when they do, it’s usually because they’re on the fence. A strong letter can tip things in your favour.
It also gives you control over your narrative. Your resume shows what you’ve done. Your cover letter explains why it matters and why you’re the right fit for this role, right now.
Key takeaway: A well-written cover letter can shift how your entire application is seen, especially if your experience doesn’t follow the most conventional path.
Start strong: connect with the company
Generic openings are everywhere. “I am writing to apply for the position of…” doesn’t exactly command attention.
Instead, start with a sentence that shows you’ve done your homework. Mention something about the company’s mission, a recent announcement, or even something you admire about their work. If you have a personal connection to their product, service, or story, that’s even better.
For example:
“I recently read about [Company]’s new sustainability initiative and was immediately drawn to the role, not just because of the position, but because of the values that underpin your work.”
This instantly makes the letter feel personal, not copied and pasted. You’ve shown interest, alignment, and initiative all in your opening line.
Bonus tip: If you’ve found the role through someone in your network, this is the moment to mention it.
Make it about them, not just you
A common mistake I see is using the cover letter to simply rehash the resume. “I have X years of experience in Y, and I’m proficient in Z.” That might be true, but it doesn’t tell them why they should care.
Instead, shift your focus. Show how your background aligns with what they need. Think of the cover letter as a bridge between your experience and their business goals.
You might say:
“In my current role at [Company], I led a cross-functional project that improved client onboarding, something I understand is a key priority for your team right now.”
Now you’re not just listing experience. You’re making it relevant to them.
Tell a story, don’t just list achievements
One of the most powerful things you can do in a cover letter is tell a short, specific story that highlights your skills in action. It gives hiring managers something memorable to hold onto.
Rather than saying “I have strong problem-solving skills,” show them what that looks like in practice:
“When a major system outage hit during our busiest sales period, I coordinated across three teams to restore service within hours, minimising impact and keeping our client relationships intact.”
Stories like this bring your skills to life. They’re also a great way to highlight soft skills like initiative, collaboration, and leadership — the things that often get lost in a resume.
For more on how to position these strengths effectively, I dive into this in Turn your greatest strength into a job offer.
Show why you care
This might sound obvious, but it matters: companies want to hire people who actually want to work there.
So take the time to explain why the role or organisation excites you. Maybe it’s the opportunity to contribute to something meaningful. Maybe it’s the alignment with your values. Maybe it’s the chance to grow in a new direction.
The goal isn’t to flatter — it’s to be real.
“What stood out to me about this role was your commitment to customer-led innovation. That’s something I’ve championed in my own work, and it’s part of what makes this opportunity so compelling.”
A bit of genuine enthusiasm can go a long way.
Match your tone to the brand
Every organisation has a slightly different tone. A creative agency might welcome a more conversational letter. A law firm might expect something more formal.
The trick is to stay true to yourself, while also showing that you understand their environment.
If you’re unsure, check their website, social media or job ad language. Are they straight to the point? Playful? Values-led?
Use that as your guide, and keep your tone warm, clear, and professional.
Keep it concise, but impactful
Your cover letter doesn’t need to tell your whole life story. It should be one page, ideally three to four short paragraphs.
Aim for around 300–400 words. Make every sentence earn its place.
Structure helps too:
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Opening – Personal connection + why this role
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Body – Relevant experience + short story
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Closing – Enthusiasm + call to action
A short, well-crafted letter will always land better than a long, meandering one.
End with a clear call to action
Don’t just trail off with “Thanks for your time.” End with purpose.
Something like:
“I’d love the opportunity to discuss how I can contribute to your team’s upcoming projects. Thanks again for considering my application — I look forward to hearing from you.”
It’s confident, respectful, and proactive — all things you want to convey.
Avoid these common cover letter mistakes
Here are a few things to steer clear of (they come up more often than you’d think):
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❌ Copy-pasting the job description
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❌ Using the same letter for multiple roles
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❌ Making it all about you, without linking back to the company’s needs
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❌ Repeating your resume word-for-word
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❌ Overly formal or robotic language
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❌ Forgetting to proofread (or addressing the wrong company)
Remember: the goal isn’t perfection. It’s connection. You want the reader to finish your letter with a clearer understanding of who you are and what you’d bring to the role.
When you’re short on time, where should you focus?
If you only have 30–60 minutes to pull a letter together, here’s what I recommend prioritising:
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A personal opening that shows you’ve done your research
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A short story that brings one key skill to life
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A tailored ending that makes it clear you’re keen on this role, not just any role
And if you’re in the middle of preparing for interviews too, this blog might help:
The truth about interview prep: how much time do you really need?
What happens after you hit send?
Once you’ve submitted your application, don’t just wait and hope. This is the moment to plan for what’s next: the interview.
Your cover letter has done the groundwork — it’s sparked interest. Now it’s about building on that momentum.
Make sure you’re ready to answer common interview questions with the same clarity and confidence your cover letter showed. These blogs might be worth bookmarking:
Final thoughts
Writing a strong cover letter takes more effort than most people expect, but it’s one of the few parts of the application you still have total control over.
Done well, it doesn’t just complement your resume. It amplifies it.
It’s your chance to say, “Here’s why I’m excited about this role, and why you should be too.”
So take the time to tailor it. Make it specific. Tell your story.
And if you want more practical strategies for standing out in a competitive job market, I share weekly tips just like this.
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