A cover letter is often underestimated by candidates, yet it can have a strong impact on the recruitment process. Many recruiters still place significant emphasis on it, and some companies will not accept applications that do not include a cover letter.

In this article you will learn more about:

• The history of the cover letter

• Why a cover letter matters

• How to write a cover letter

• Mistakes to avoid when writing a cover letter

• How to impress recruiters with a cover letter
   

The cover letter — then and now

Unlike the CV, which is often said to have been invented by Leonardo da Vinci, far less is known about the origins of the cover letter. This useful tool in the hiring process appeared much later, around 1930.

In the second half of the 20th century, the United States transitioned from an industry-based economy to a service-based one, and employees in this sector became known as “white-collar workers”.

White-collar work and the cover letter

The history of the cover letter is closely linked to the emergence and development of the service sector. Industrial workers, who directly produce goods and utilities, are typically not in direct contact with customers.

The phrase “cover letter” appears for the first time on 23 September 1956 in The New York Times, referring to a role described as “Dutch Paint Boy”, essentially for hiring a “paint industrial chemist”.

In 1958, the term “cover letter” appears simultaneously in four of the most important newspapers in the United States: The New York Times, The Wall Street Journal, The Chicago Tribune, and The LA Times. This was a sign that the term and the practice had gained traction.

Cover letters saw exceptional growth starting around 1965.

A true publishing industry emerged, producing books that offered advice on how to write such a presentation of one’s skills. Historians consider Erwin Vogel’s 1971 book, How to Write Your Job-Getting Resume and Cover Letter, a major reference point in the history of the cover letter (and it is still sold online today).

The year 1990 is described by the same historians as “the glory year of the cover letter hysteria”. Books continued to multiply, later expanding into websites and even slide packs sold for hundreds of dollars.

Cover letters today

Steve Hochstadt, Head of the History Department at Bates College, is convinced that the cover letter is the most important document in an application for a vacant position.

“The letter gives you the opportunity not only to describe your qualifications acquired through study, but also to demonstrate your writing skills,” Hochstadt stated.

The cover letter is often considered an art rather than a purely technical document, as we might describe a CV. That does not mean it has no rules or structure. A well-written cover letter should generally:

• not exceed 2 pages

• include 3–5 paragraphs

• explain why it was written (why you applied for the role)

• mention what attracted you to the position

• briefly describe your education and experience

• argue convincingly why you are the best fit for the role
   

These can be seen as general guidelines rather than universal rules. Still, it is advisable not to exceed two pages, as you risk losing the reader’s attention.

You should also focus on the skills that genuinely help you secure the role.

Today, more companies ask for a cover letter when applying, but two industries stand out:

• Tech companies, which are especially interested in a candidate’s skills and often test them rigorously

• Marketing and advertising agencies, where writing ability is critical and the talent to describe something persuasively can be essential
   

In recent years, many government agencies and non-profit organisations have also required cover letters, treating them as a “path opener” for the more technical CV. This highlights not only the importance of cover letters, but also the fact that companies increasingly look for talent that fits their specific culture and needs.

Why you should write a cover letter

You may be wondering what the point of writing a cover letter is when many applications are not even viewed.

“Why should I waste my time on this?”
To answer that question, here are six reasons why this document is still relevant and can increase your chances of reaching an interview.

1. You can use more keywords

Increasingly, recruiters use software to filter and shortlist candidates using keywords they consider relevant to each job. A cover letter gives you the opportunity to naturally include more of those keywords, often found in the job description and responsibilities.

2. You can add depth to your achievements

In a CV, you usually list a few key achievements from your roles or projects. In a cover letter, you can explain how you reached those results and what you actually did to deliver them.

3. You can share personal stories and connections

A cover letter allows you to include context that helps explain your interest in the company or role. For example, your dissertation or research project might have focused on that company or industry.

4. You can demonstrate strong written communication

If writing is required for the role, there is no better proof than a well-written cover letter itself.

5. You show that you are the right fit

Explaining how your experience and strengths will help the company grow makes it easier for recruiters to see the connection between you and the role — and invites them to interview you.

6. You demonstrate persistence

At the end of the letter, it can be useful to mention that you will follow up after a certain period to check on the application status. This can show initiative and persistence.

Unfortunately, this approach is difficult when applying through job platforms that do not provide a recruiter’s direct contact details. If you truly want to stand out, put in the extra effort to identify who handles recruitment in that company. In this case, LinkedIn can be extremely helpful.

And remember: every extra step you take compared to other candidates can help a recruiter notice you.

How to write a cover letter

Employers receive hundreds of cover letters every day, so it is essential that yours stands out.

Many candidates treat it as a formality, do not invest enough in its content, or view it as an obligation — resulting in a superficial document.

“A cover letter can make the difference between two candidates whose training and qualifications are equal,” says John O’Neil, assistant at Stanford University’s career education department.

Avoid templates. There are dozens online and most candidates use them — which makes them forgettable.

“You need to think about your audience. Who is reading you? How do you capture their attention and stand out from the crowd?” says Kristen Fitzpatrick, career development and professional training manager at Harvard Business School.

Show, through content, your communication skills and personality. Convince the reader that you are different and that you offer more than the other 99% of candidates.

Do not repeat your CV

A cover letter should focus on the organisation you applied to and the specific role. If the employer has already read your CV and finds a repeated list of jobs in your cover letter, it becomes a waste of time.

Instead, write about projects you contributed to and how you delivered results. Most importantly, show that you understand the organisation’s goals, that you have ideas, and that you can bring creativity and added value.

Avoid generic declarations

After writing your letter, read it multiple times to remove clichés and unsupported opinions.

If you write: “I am hardworking” or “I can work very hard”, you are simply repeating what most candidates say.

“Prove you are a hard worker through the content of the letter,” adds John O’Neil.

Do your research

Learn as much as possible about the company. If you can, speak with an employee or meet someone for a coffee. A candidate who shows awareness of company projects, acquisitions, or public appearances by leadership is already one step ahead.

If you do not demonstrate serious preparation, recruiters may doubt your ability to prepare properly for meetings with decision-makers.

Focus on what you offer — not what you admire

Kristen Fitzpatrick points out that many candidates write about how much they appreciate the company they are applying to. “Do you know how many letters Apple receives that say ‘I can’t live without an iPhone’? A lot.”

Companies do not hire out of charity. They hire to solve a problem and fill a role. Your cover letter should show that you are the right person to do that.

How to impress recruiters with a cover letter

A cover letter can become your secret weapon and make the difference when employers must select from hundreds of candidates.

HR specialists say cover letters are more important than most candidates think. While the CV shows experience and professional background, the cover letter allows you to present your personality.

1. Personalise every cover letter

The biggest mistake is copy-pasting a standard format and only changing the company name. From the first line, it should be clear that you are speaking about Role X at Company Y.

2. Show attitude and intent

Studies confirm that employers are often more interested in a candidate’s attitude than in education or experience alone. Your first lines should communicate what differentiates you.

3. Emphasise the employer’s benefit

Recruiters are pragmatic. They prefer strong business arguments over poetic or vague language. Highlight the value you will bring.

4. List your achievements clearly

Unlike a CV, in a cover letter you can promote key achievements with short, concrete examples from your professional experience.

5. Respond to the job requirements

To show true customisation, address the most important requirements in the job ad and demonstrate that you match them. Treat the job ad like a checklist.

6. Be creative — but not arrogant

Any method that helps you stand out can work, as long as it does not come across as arrogance or extravagance. Do not be afraid to be creative in format and presentation, and highlight your strengths.

Mistakes to avoid when writing a cover letter

Before sending a cover letter, make sure you have not made any of the following mistakes.

1. Not sending a cover letter at all

Even when it is not required, many hiring managers judge candidates negatively for not making the effort.

2. Not reading the job description carefully

Job descriptions often include instructions. Some managers ask you to explain types of experience or answer specific questions in the cover letter. These instructions are not optional — ignoring them can hurt your chances.

3. Misspelling the company name

Almost every hiring manager has seen this. It is common because many candidates do not proofread. Ask someone else to read your letter to help catch errors.

4. Using the same content for every company

If you customise a CV for each role, you should do the same for your cover letter. Otherwise, you risk sending a letter addressed to the wrong company.

5. Writing a summary of your life

The best way to impress is to explain your passion for the role, not your personal life. The hiring manager is not interested in your relatives, friends, or how you spend your free time.

Keep context short and relevant. For example, if you apply for a role in one city while living in another, mention it briefly and professionally.

6. Writing one dense block of text

Hiring managers read dozens of cover letters daily. A compact, unstructured wall of text is difficult to read and quickly forgotten.

Use short paragraphs, clear structure, and highlight key points.

7. Being too humble or too aggressive

Do not end with something like: “I will call you next week to set the interview date and time.” This can sound aggressive.

At the same time, avoid overly humble language that sounds like flattery.

The best tone is simple and direct:
“I would welcome the opportunity to discuss the role with you.”

8. Not answering the key question: “Why do you want this job?”

It happens often that candidates focus heavily on qualifications and skills and forget to answer the most important question in the recruiter’s mind: Why this role?

To turn your cover letter from a generic document into something that supports your candidacy, review each sentence and ask yourself whether it answers “Why?”

Conclusion

A cover letter is a tool you should use strategically in the recruitment process. It can help you stand out in front of recruiters, and it gives you the chance to expand on your achievements — including difficult situations you successfully handled.

Give your cover letter more attention, and avoid filling out a predefined internet template. The more authentic and creative you are, the higher your chances of standing out.