Cover letter — how to write one that stands out

The cover letter is one of the most misunderstood documents in the job application process. Many candidates either skip it entirely, paste in a generic template, or write something so formulaic that it adds nothing to their application. That is a missed opportunity. A well-written cover letter can be the deciding factor that moves your application from the "maybe" pile to the "definitely interview" pile.

Having spent over 12 years in corporate HR — including roles at PepsiCo, Accenture and Médecins Sans Frontières — I have read thousands of cover letters. Most are forgettable. The ones that stand out share a few simple but powerful characteristics that I will walk you through in this guide.

Does anyone actually read cover letters?

This is the question I hear most often, and the answer is: yes, but not always. Research suggests that roughly 50–60% of hiring managers read cover letters, particularly for roles where written communication is important. However, here is the real insight: the hiring managers who do read them often use them as a tiebreaker between candidates with similar CVs.

If the job posting specifically asks for a cover letter, you must include one. Failing to do so signals that you do not follow instructions — and that is a red flag before you have even started. Even when it is listed as optional, submitting a strong cover letter demonstrates initiative and genuine interest in the role.

The ideal structure

A cover letter should be no longer than one page — ideally 250–400 words. It is not a summary of your CV. Rather, it is a targeted argument for why you are the right person for this specific role at this specific company. Here is the structure that works:

1. Opening paragraph — grab their attention

Skip the cliches. Do not write "I am writing to apply for the position of..." — the recruiter already knows that. Instead, open with something that immediately conveys your value or enthusiasm:

"When I saw your opening for a Business Development Manager for the DACH region, I knew my 6 years of experience building B2B partnerships in German-speaking markets would be directly relevant. At my current role with [Company], I grew our DACH revenue from EUR 1.2M to EUR 3.8M in three years."

Notice what this opening does: it names the specific role, immediately establishes relevance and leads with a quantified achievement. The recruiter is now paying attention.

2. Body — connect your experience to their needs

The body of your cover letter should contain 1–2 paragraphs that connect your most relevant experience and achievements to the requirements listed in the job description. This is where you demonstrate that you have actually read the posting and understand what the company needs.

Pick 2–3 key requirements from the job description and address each one with a specific example from your career. Use the same approach you would in a behavioural interview: describe the situation, your action and the result.

• Mirror the language of the job posting. If they ask for "stakeholder management", use that exact phrase rather than a synonym.
• Be specific. Numbers, percentages, timelines and named projects are far more convincing than vague claims.
• Show you know the company. Reference something specific about the organisation — a recent product launch, their market position, company values — to demonstrate genuine interest.

3. Closing paragraph — the call to action

End with a confident but professional closing. Express enthusiasm for the opportunity and indicate your availability for an interview. Avoid begging or being overly humble — the tone should be that of a professional who knows their worth.

"I would welcome the opportunity to discuss how my experience in building DACH partnerships could contribute to your expansion plans. I am available for a conversation at your convenience and look forward to hearing from you."

The most common mistakes

These are the errors I encounter most frequently when reviewing cover letters:

1. Being generic. If your cover letter could apply to any company or any role, it will not impress anyone. Every cover letter should be tailored to the specific position.
2. Repeating your CV. The cover letter is not a narrative version of your CV. It should add context, highlight your most relevant achievements and explain your motivation.
3. Writing too much. If your cover letter exceeds one page, you are including unnecessary detail. Be concise and focused.
4. Focusing on yourself instead of the employer. The hiring manager does not care about what the job can do for you. They care about what you can do for them. Frame everything in terms of the value you bring.
5. Using cliches. Phrases like "team player", "results-oriented" and "passionate about" are so overused they have lost all meaning. Replace them with specific evidence.
6. Ignoring formatting. Use the same font and visual style as your CV to create a cohesive application package. Include a professional header with your contact details.
7. Addressing it to "Dear Sir/Madam". Make the effort to find the hiring manager's name. If you cannot find it, "Dear Hiring Manager" or "Dear [Department] Team" are acceptable alternatives.

When to skip the cover letter

There are situations where a cover letter is genuinely unnecessary:

• The application form explicitly states "no cover letter required"
• You are applying through a platform that does not support cover letter uploads
• The role is a high-volume entry-level position where applications are screened purely by ATS

In all other cases, include one. A tailored cover letter takes 30–45 minutes to write and can significantly increase your chances of getting an interview. That is an excellent return on your time investment.

A word about AI-generated cover letters

With the rise of AI tools, many candidates are now generating cover letters automatically. While AI can provide a useful starting point, experienced recruiters can usually spot a fully AI-generated letter. It tends to be polished but generic, confident but impersonal. Use AI as a drafting aid if you wish, but always personalise the content with your own specific achievements, genuine motivations and authentic voice.

Final thoughts

A strong cover letter does three things: it demonstrates that you understand the role, it provides evidence that you can deliver results and it shows genuine interest in the company. If you can achieve all three in under 400 words, you will stand out from the vast majority of applicants.

Writing does not come naturally to everyone, and that is perfectly fine. If you would like professional help crafting a cover letter that complements your CV and maximises your chances, I am happy to help.