The cover letter you wrote once and now paste into every application, swapping only the company name, is doing you no favours - and a fair number of recruiters can spot it from the first line. The generic letter reads as effort the applicant could not be bothered to make, which is an odd impression to give while asking someone to hire you. A specific letter, by contrast, can lift a borderline CV into the "let's talk to them" pile, because it shows you understood the role rather than merely qualified for it.
Is it even needed?
Not always, and pretending otherwise wastes your time. Some online application systems on Reed, Indeed and Totaljobs reduce the whole thing to a single text box, and many roles simply do not ask for one. But when an advert says "tell us why you're interested" or a hiring manager's email invites a few lines, that is your opening, and a thoughtful one still moves the needle - especially when you are changing sector, returning after a gap, or applying somewhere you genuinely want to work rather than anywhere that pays.
Structure that actually says something
Three or four short paragraphs is plenty. Open with why this role, at this company, now - referencing something real about them, not a flattering generality that would fit any employer. The middle is your evidence: two or three concrete things you have done that map directly onto what the advert asked for. Close with a brief, warm line about wanting to discuss it.
Match the advert's language deliberately. If they ask for someone who can "manage competing priorities", show a moment you did exactly that and use roughly their words for it. This mirrors how the recruiter is thinking and makes you easy to say yes to - though there is a line, and copying the job description back word for word reads as hollow rather than aligned.
Cut the clichés
A few phrases to strike out, because they appear in nearly every weak letter and say nothing:
- "I am a hard-working team player with excellent communication skills" - everyone writes this, so it reads as filler; show it instead.
- "I believe I would be a great fit" - belief is not evidence.
- "Please find attached my CV for your consideration" - the recruiter can see the attachment.
Address it to a real person where you can find the name, keep it to a single page, and read the final line aloud. If your closing sentence could end a letter for any job at any company, it is not finished yet - go back and make it impossible to mistake for anyone else's.