Your cover letter needs to include the right information if you want to stand out and compel the employer to call you in for an interview.
But what is ‘the right information’?
If you’re not sure what to put on your cover letter, this guide is for you. Keep reading to find out what you should add to your application to write a cover letter that grabs the employer’s attention and bumps you ahead of other applicants.
What to include in a cover letter
There are 7 key elements you should include in your cover letter:
What to put in a cover letter
The content of your cover letter should be professional, job-specific, and persuasive.
Here’s what you should include on your cover letter to get the employer to call you in for an interview:
1. Your necessary contact information
You should put your name, job title, and contact information at the top of your cover letter so the employer immediately knows who you are and how they can reach you.
Make a strong first impression by framing your name in an eye-catching cover letter header.
Use a large font size (e.g., 30 pt) to draw attention to your name. Consider using a black or coloured header to draw attention.
Some cover letter templates also let you add coloured backgrounds or text to make the header bolder.
Some important details to include in your cover letter header are:
- your first name and surname (middle names are optional)
- a phone number you can be reached at
- a professional email address
- your home address
You can also add links to relevant websites like your LinkedIn profile, professional blog, or portfolio (for designers and visual artists).
Here’s an example of what should be in a cover letter header:
There’s no need to add your postal address, as most employers will reach you by phone or email.
2. A professional greeting
Open your cover letter with a greeting (also known as a salutation).
The standard greeting format is ‘Dear Mr/Ms/Mx [Contact Person’s Surname],’. ‘Mr’ and ‘Ms’ are respectful titles that don’t show marital status. If you’re unsure of the contact person’s gender, use the gender-neutral ‘Mx’.
Starting with a named greeting is a great way to show you’ve researched the job and written your cover letter specifically for the employer.
If the job description doesn’t name a contact person, there are a couple of things you can do to find out who to address your cover letter to:
- Google the initials in the contact email and the company name (e.g. search ‘h.matheson@vortek.com’ as ‘h matheson’ and ‘vortek’)
- Check whether the company About Us page lists employee names and job titles
- Access the company’s profile on LinkedIn, then search the contact person’s job title or department under the People tab in the profile header
- Call the employer on the phone, introduce yourself as an applicant for the role, and ask for the contact person’s name
Avoid clunky and outdated greetings like ‘To Whom it May Concern‘ and ‘Dear Sir or Madam‘ as these are impersonal and risk making the employer think you’ve put little effort into your cover letter.
3. A compelling opening paragraph
Your opening paragraph should name the job opportunity and where you found it, summarise your experience, and outline your reasons for applying.
Your opening paragraph needs to get the employer’s interest if they’re to give your cover letter their full attention.
Here are several strategies to start a cover letter in a interesting and memorable way:
- show your passion for the type of work you’d be doing
- express your years of experience in hard numbers
- highlight a technical skill that you know the employer will value
- emphasise a top achievement with a specific example and data
- drop the name of a company reference (if you have their consent)
4. An outline of the benefits you offer the employer
A common mistake in cover letter writing is to parrot the information you wrote on your CV.
Though this might look nice as a well-formatted cover letter, it doesn’t add any value to your job application. After all, the employer will also be looking at your CV.
However, your cover letter will add considerable value to your application if you explain how your skills and experience will help the employer.
Use the body of your cover letter to discuss your previous work experience and achievements in depth.
Outline any essential skills and relate them to the job responsibilities and other company needs to show why hiring you would be a useful investment for the employer.
Additionally, don’t forget to include any information that sets you apart from other candidates.
For example, if you’re a fresh graduate, include relevant coursework or your degree classification (if it’s impressive).
If you’re unsure how to write a concise cover letter, take a look at some short cover letter examples for a little inspiration.
5. Relevant industry keywords
Most companies use applicant tracking systems (ATS) to find the best applicants. ATSs work by assigning your application a score based on how much relevant information your CV and cover letter contain.
They then remove low-scoring applications from the pool before they reach the hiring manager.
To get your application to pass an ATS and receive a higher score, you should include relevant industry keywords.
How to find relevant industry keywords for your cover letter
- Check the job description for key information (e.g., years of experience, certifications, specific technical skills, and core traits)
- Read job descriptions for similar positions
- Check the company’s vision and mission statements, social media handles, and other media for the values and knowledge they be looking for in new hires
- Check industry reports and publications (e.g., Marketing Week) to identify high-demand skills
Here’s an example of a customer service job description with keywords highlighted:
And here’s an example of an opening paragraph of a cover letter for the above job that includes relevant keywords:
6. A final call to action
Once you’ve clearly outlined your key skills and relevant experience for the employer, it’s time to move your application forward.
Encourage the employer to contact you for a job interview, by including an enthusiastic call to action (CTA) in your cover letter ending.
Tips for a great cover letter CTA
- Use words that convey your enthusiasm for the position (e.g., ‘thrilled’, ‘delighted’)
- Repeat the same email address and phone number you used in your cover letter header so the reviewer doesn’t have to look for them
- Indicate if there is a specific time employers should contact you
- Use a strong closing that encourages the employer to take action (e.g., ‘I look forward to hearing from you)
- Say that you will follow up on your application if you plan to do so (a week is normally appropriate)
Here’s an example of a strong cover letter CTA:
7. Professional sign-off
Leave a great final impression by signing off with a phrase that conveys your professionalism. The standard sign-off for a well-written cover letter is:
- ‘Yours sincerely,’ if you addressed the contact person by name in your greeting
- ‘Yours faithfully,’ if you addressed a generic job title or department name
Add your signature under the sign-off. If you’re sending your cover letter by email, leave a blank line after your sign-off, and then type your name.
What not to include in your cover letter
Including irrelevant or unprofessional information in your cover letter can hurt your chances of getting the job you want.
Here are 4 things you should not include in your cover letter:
1. Irrelevant personal information
Details such as your marital status, nationality, ethnicity, religion, or political beliefs should be left out of your cover letter.
Employers won’t want to consider a job application that could make them liable to being accused of employment discrimination.
2. Salary expectations
Your cover letter isn’t the place to discuss salary expectations.
As you’re making initial contact with the employer, they won’t have decided whether to offer you the job yet — even if you also sent in a great CV.
Talking about money this early in the application process risks making you look insincere about the job.
Even if you don’t look insincere, your salary expectations could disqualify you if they’re too high, or make you seem inexperienced if they’re too low.
Leave salary discussions until the job interview at the earliest. The employer will ask you what your salary expectations are in the job interview anyway.
3. Negative comments about your previous employers
Complaining or using unprofessional language to describe past or current employers is a definite no-no (even if you hate the job you do).
Being negative about previous bosses, responsibilities, or coworkers will make you seem difficult to work with and undermine your achievements. The employer won’t hire someone they think is going to cause problems for other team members.
4. Clichés
A cliché is a phrase that is overused (e.g., ‘team player’, ‘self starter’, or ‘natural leader’).
It’s easy to rely on clichés when writing because we hear them so frequently, but they almost never add valuable information. Worse, they can make your cover letter wordy and forgettable.
Swap out any clichés in your cover letter with specific examples or simple, descriptive language to make it scannable and employer-friendly.
Frequently asked questions about writing cover letters
Want more help making your cover letter? Here are answers to 3 more questions related to proper cover letter formatting:
- Should I date my cover letter?
- How do I show enthusiasm in my cover letter?
- How do I prove I’m a fit for the company?
Should I date my cover letter?
You don’t usually need to write the date on your cover letter if you submit it online because your document will automatically be time stamped.
However, if you’re submitting a printed cover letter, format the date as you would on any formal business letter.
Right-align the date and write it in the dd/mm/yyyy format (for example, 24 March 2023 or 24/03/2023).
How do I show enthusiasm in my cover letter?
One of the best ways to show enthusiasm in your cover letter is to emphasise your knowledge of the hiring company.
Before writing your cover letter, familiarise yourself with the company by checking:
- its official website and internal media
- social media handles
- any external press or blog content
Use your research to show how your career goals align with the company’s principles in your cover letter. Or explain how your skill set could build on some of the company’s wins or solve its challenges.
Here’s an example of how to use your research results to impress the employer:
Highlighting your similar career values and goals
The feeding programme [Company Name] provides for the homeless people in our community is inspiring. I want to work with an organisation dedicated to giving back to the community, and your mission perfectly matches my goal.
How do I prove I’m a fit for the company?
One of the most effective ways to make an employer think you’re a good fit for their company is to show your readiness to work with them long term.
Simply match your skills and qualifications to the job requirements, and indicate that you’re seeking a role that offers longevity.
Here’s an example of how to prove that you’re a long-term fit for the role:
Staying long-term with the company
I’m excited about the innovations your company has shown in your projects recently. I’ve been looking to work long-term for a dynamic organisation that provides creative solutions, and your company fits that description. Your [Position Name] role is a perfect fit for my skills and experience and would give me the chance to grow professionally while contributing to your growth.
More cover letter resources
Here are more resources to help you determine what should be in a cover letter for a UK job:
