While writing a customised cover letter isn’t everyone’s favourite task, our data reveals that investing time and effort in your cover letter can give you an advantage over other job seekers.
When we surveyed 625 hiring managers in the UK and Ireland as part of our CV & Cover Letter Trends Survey, we found that 85% of hiring managers think cover letters are vital in their hiring decisions.
Why do hiring managers value cover letters?
Cover letters provide an opportunity to showcase your personality, explain your motivations, and detail how your skills and experiences align with the job you’re applying for. Our survey data shows that out of all surveyed hiring managers:
- 49% expect applicants to submit a cover letter.
- 56% believe if a candidate submits a cover letter, it shows they’re more passionate about the job.
- 61% said that cover letters help them understand an applicant’s soft skills.
- 49% would consider an underqualified applicant if they submitted a highly persuasive cover letter.
For many hiring managers, a CV alone doesn’t provide enough context about a candidate’s suitability for a role.
A cover letter can help fill this gap by offering insights into a candidate’s thought process and enthusiasm for the job.
Geoffrey Scott, Senior Hiring Manager at CV Genius, says, ‘I know writing a cover letter can feel like a chore, but it’s your chance to tell your story in a way a CV can’t.’
‘A cover letter lets you link your skills and experiences to the specific role and company so you can personalise your application the way you want. Given the impact a cover letter can have, why not take the opportunity to give your application the best chance of leaving a positive impression on a hiring manager?’
Cover letters showcase passion and soft skills
Our survey also revealed that 56% of hiring managers perceive candidates who submit cover letters as more passionate about the job.
Showing enthusiasm like this is critical, as it shows a genuine interest in the position and company, and can differentiate you from other applicants who didn’t take the time to write one.
Conrad Benz, Hiring Manager at Resume Genius says, ‘Your cover letter is a great way to show why you care about the role and how you can bring value to the company. It’s where your passion meets your profession.’
Moreover, 61% of hiring managers said that cover letters help them understand an applicant’s soft skills, such as communication, teamwork, and problem-solving abilities. These are essential traits that can’t be fully captured by a CV alone.
Persuasive cover letters can win jobs for underqualified applicants
Our survey found that 49% of hiring managers would consider an underqualified applicant if they submitted a highly persuasive cover letter.
This finding suggests that a well-crafted cover letter can play a critical role in the hiring process because it highlights your strengths and makes a compelling case for interviewing you.
Samuel Johns, Hiring Manager at CV Genius, says: ‘A persuasive cover letter lets you discuss your willingness to learn, showcase relevant transferable skills, and present a vision for how you can contribute to the company.’
‘I’ve seen cover letters turn the tide for candidates who may not tick every box on paper but bring an undeniable enthusiasm and fresh perspective to the table. It’s your opportunity to make a personal connection with the hiring team and show how your unique background can drive results.’
What different generations think about cover letters
If you’re just getting started in your career and you’re wondering if cover letters are still relevant, the answer is a resounding yes.
Cover letters have long been used to evaluate a candidate’s suitability for a role, but their importance and how they’re perceived have evolved over time.
Our survey data shows that different generations have different views about cover letters, but the overall consensus is that they remain a key part of the job application process.
That’s because they show an applicant’s personality, highlight soft skills, and demonstrate communication abilities that a CV might miss — giving hiring managers a fuller picture of an applicant’s overall fit for the role.
Here are some key findings about how different generations view cover letters:
Millennials and Gen Zers want a straightforward cover letter
Cover letters remain a vital element of a job application for Millennial and Gen Z hiring managers.
Millennials and Gen Z’ers both appreciate a cover letter that quickly gets to the point and highlights key soft skills, making a strong first impression without being overly wordy.
Here’s what Millennial and Gen Z hiring managers said:
- 59% find reading an applicant’s cover letter ‘impactful‘ or ‘extremely impactful‘.
- 59% believe cover letters help them understand an applicant’s soft skills.
- 59% prefer a cover letter to be short and concise over long and detailed.
Gen X and Boomer managers want to know your soft skills
For Gen X and Baby Boomers, cover letters hold a slightly different but equally important value.
These generations not only find reading cover letters vital to their hiring decision but also appreciate the effort and persuasion the content can convey.
Check out how Gen X and Boomer hiring managers responded:
- 50% find reading an applicant’s cover letter ‘impactful‘ or ‘extremely impactful‘.
- 67% believe cover letters help them understand an applicant’s soft skills.
- 69% prefer a cover letter to be short and concise over long and detailed.
- These two generations are 12% more likely than Millennials and Gen Z to consider an underqualified applicant if they submit a highly persuasive cover letter.
‘Gen Xers and Boomers have been in the hiring game for a while, so they can quickly spot potential in cover letters — even if you don’t meet all the job requirements,’ says Benz.
‘Likewise, Gen Zers and Millennials, while newer to the process, appreciate those who get straight to the point without mincing words or wasting time. Across all generations, our survey shows that a cover letter is still a useful tool to catch a hiring manager’s attention and show a bit of personality.’
3 tips on writing a great cover letter in 2024
Based on our findings, writing a great cover letter in 2024 requires showcasing your persuasiveness, passion, and the ability to keep it brief. Here are some tips to help you:
1. Present concrete ideas
Outline specific ideas or strategies you would bring to the role to demonstrate your proactive mindset and unique perspective.
For example, if you’re applying for a store manager position, you could propose a new workflow improvement plan that increases team efficiency and increases sales.
Having some ideas in mind shows your ability to think ahead and positively contribute to your target company.
If you’re not interested in developing a brand-new strategy, use your past experiences to create a solution.
For example, you can connect your previous experience with the requirements of the new role, even if these experiences come from different industries or experience levels by writing something like:
In my previous job as a retail assistant, I streamlined the stock replenishment process by reorganising the storage layout and creating a user-friendly digital tracking system for inventory levels, which improved our restocking efficiency by 15%. I believe a similar approach could benefit Company XYZ’s inventory management system to keep things organised and ensure timely restocking.
2. Showcase your passion
Even if you feel you’re not fully qualified for the role, you can still mention your passion and genuine interest in the position.
Convey your enthusiasm for the role and the company by mentioning specific aspects that excite you or align with your values.
Additionally, mention any online courses or certifications you’re pursuing to emphasise your readiness to gain new skills and adapt to the role.
For instance, you could say something like:
I’ve always admired EFG Company’s innovative approach to marketing, and I’m eager to bring my creative skills to your team. I’m currently enrolled in an advanced data analytics course to enhance my skills for this role.
3. Be concise and clear in your writing
Our survey found that all generations value a shorter cover letter, so make yours count and take some time to think about what you want to say before writing it.
To ensure your cover letter makes a positive impression, aim for a cover letter that’s no longer than one page.
Remember to make your points clearly and succinctly to keep the hiring manager engaged. Try using short paragraphs and bullet points to break up the text so it’s easier to read and more likely to hold a hiring manager’s attention.
To ensure your cover letter gets to the point, highlight your impact by including the results of your actions. Quantify your achievements with specific metrics to provide concrete evidence of your capabilities and the tangible benefits you brought to previous roles.
In a short cover letter, this approach makes every word count and ensures your key accomplishments stand out.
Here’s an example of a short but impactful section that explains a software developer’s years of experience, technical skills, and results:
In my three years as a software developer at ABC Corp, I have:
- Optimised web applications using JavaScript and Python, leading to a 20% increase in user engagement by improving load times
- Debugged complex code, resolving memory leaks in a critical customer-facing application for a 30% reduction in crash rates
- Delivered 10+ Agile projects with 2 cross-functional teams on time and within budget
I’m confident that my problem-solving abilities will make me an asset to your development team.
By following these guidelines, you can create a compelling cover letter that resonates with hiring managers from any generation.
Methodology
This survey was conducted by CV Genius using Pollfish. The study aimed to understand hiring manager and recruiter perspectives on CVs and cover letters. The survey was sent out on 22 April 2024 and had a sample size of 625 participants. The sample included in-house employers in a wide variety of industries as well as professional recruiters.
To qualify, respondents had to have been actively involved in hiring people in the UK or Ireland in the past year. The survey ensured a balanced representation across various demographics, including gender and age groups, to accurately reflect the diversity of the British and Irish workforces.
To minimise bias, Pollfish uses Random Device Engagement (RDE) to ensure a fair and organic selection process. For further details on Pollfish’s methodology, please visit their website or reach out to ethan@cvgenius.com.
About CV Genius
CV Genius is the go-to resource for UK job seekers of all industries and experience levels.
With an intuitive CV maker, a diverse collection of free industry-specific resources like cover letter examples and CV templates, as well as guides on how to write a perfect CV and cover letter. CV Genius has been featured in multiple renowned publications, such as the BBC, HR.com, MSN, Forbes, and Glassdoor.
CV Genius and its team of career advisors and HR specialists can help anyone make an effective job application and earn more interviews.
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