How to Start a Cover Letter in the UK

Knowing how to start a cover letter is critical to your search for a job in the UK. If written well, your opening statement will make the reader want to keep reading to learn all about your qualifications.

Here’s how to write cover letter opening lines that get the recruiter’s attention and increase the chances that they’ll interview you:

1. State your target job title and company name so the employer knows immediately which of their open positions you want
2. Note where you found the job to help the employer track their recruitment channels
3. Showcase relevant achievements or skills to show the recruiter that you’re qualified and convince them to read the rest of your application
4. Give your reason for applying, focusing on how you can help the company

Here’s a good example of how to start a cover letter if you don’t have much work experience:

And this is a well-written cover letter opening for an applicant with plenty of relevant work history:

Now that you know what information to put in your cover letter’s introduction, you need to determine the best way to present that information to the recruiter. Should you emphasise your passion for your work or showcase some research you did about the company?

The following cover letter opening tips teach you how to customise your cover letter introduction for your target company, and offer effective strategies to choose from.

11 tips to start a cover letter that lands interviews

Here are 11 tips for starting a cover letter in the UK (click on each idea to learn more about it and view example opening lines):

1. Show your familiarity with the company
2. Include keywords from the job advert
3. Avoid cover letter introduction clichés
4. Show passion for what you do
5. Mention your connection to the company
6. Communicate your excitement for the role
7. Discuss industry-related news
8. Highlight your research about the company
9. Use humour in your cover letter opening
10. Express admiration for the company
11. Explain how you can help the company

1. Show your familiarity with the company

Study the job advert and do some internet research to determine what hard skills and soft skills the company is looking for and get an idea of what working at the company is like.

For instance, look through a company’s social media profiles and official website to learn about its work culture.

Here’s what to do with the information you gather:

If the company seems formal

For a formal or corporate company, use a straightforward cover letter opening, like describing an impressive achievement or explaining how your skills can benefit the company.

Here’s an example of how to start a cover letter for a formal engineering firm:

If the company appears laid-back

With a more casual company — such as a family-owned business, creative agency, or tech startup — let your personality and enthusiasm shine through.

Below is an example of how to begin a cover letter for a laid-back organisation:

2. Include keywords from the job advert

Employers tell you exactly what they’re looking for by putting skills-based keywords in their job adverts. When you use those exact words and phrases in your cover letter opening, the recruiter will immediately see that you’re qualified for the role.

Adding language directly from the job description also customises your cover letter to the specific position you’re targeting, highlighting your genuine interest.

We’ve underlined the keywords in this company’s job advert to help you know what to look for:

3. Avoid cover letter introduction clichés

Writing a new cover letter for each application you submit is time-consuming. You’ll be tempted to use clichés for efficiency, but doing so makes your application generic.

Don’t start your cover letter with these overused phrases:

4. Show passion for what you do

Employers love investing in passionate workers. Even if you’re writing a career change cover letter and don’t have certain skills on your CV required for your target job, showing passion in your cover letter’s introduction tells employers you’re worth the extra training and effort.

Here’s an example of a cover letter opening line that showcases a candidate’s passion:

5. Mention your connection to the company

If you know someone who works at the company you’re applying to, start your cover letter by mentioning their name (with their permission, of course).

By mentioning someone the reader knows, you immediately create a personal connection, likely getting you a place on their shortlist of candidates.

Below is an example of how to name-drop a reference when starting a cover letter:

6. Communicate your excitement for the role

Expressing your enthusiasm for a position presents you as a lively and personable candidate. Just remember to tailor your cover letter starter to the employer by providing specific examples of why you’re so thrilled to apply for their open position.

For instance, take a look at this applicant’s cover letter introduction:

7. Discuss industry-related news

Bringing up recent news about the field you’re applying to in your cover letter introduction will capture the recruiter’s attention and show you’re up-to-date with the latest industry trends.

Showing your industry knowledge in your cover letter introduction aligns your interests with the employer’s, which will make them want to search the rest of your letter for other relevant connections.

This cover letter opening shows that the applicant who wrote it stays informed about their profession and the industry of company they’re applying to:

8. Highlight your research about the company

Impress the employer with information from their latest press release or a reference to one of their upcoming projects in your cover letter’s introduction.

This is an example of how to open your cover letter by referencing the company you’ve got your eye on:

9. Use humour in your cover letter opening

If done right, humour can be a good way to start your cover letter. Employers spend hours reading applications filled with dull repetition. So if you can make them chuckle with your opening line, you’ll increase the chances they keep reading.

Here’s an example of how to begin a cover letter with a touch of appropriate humour:

10. Express admiration for the company

Everyone loves a compliment. Beginning your cover letter by praising the company not only flatters the employer but also indicates you’d be an effective brand ambassador.

This cover letter opening does a great job of buttering up the employer:

11. Explain how you can help the company

One of the best ways to start your cover letter is by telling the employer how your skills perfectly align with their needs.

But don’t just say you’ll help the company. Instead, show how you’ll be useful with specific reasons like this applicant does:

How to address a cover letter

Another important part of starting a cover letter is the greeting. If you know the name of your letter’s recipient, address them like this:

Dear [Mr/Mrs/Ms][Contact Person’s Last Name],

But if you don’t know the recipient’s name, here’s how to address a cover letter in such a situation:

Dear [Department or Company Name],

Frequently Asked Questions About Starting a Cover Letter

Still have questions about how to start a cover letter? Below are answers to 3 of the most common questions asked about cover letter opening lines:

1. How do you start a speculative cover letter?

Here’s how to start a speculative cover letter:

1. Address a contact person (if you can find one on your target company’s website) or the company/department name in your greeting
2. Tell the employer what role you’re seeking to fill
3. Explain how you’d help the company meet its goals, emphasising any relevant achievements or experience you have

Here’s an example of how to start a speculative cover letter:

Dear Queens Quilts Marketing Team,

My name is Ben Prince, and I’m an avid user of your website, but I noticed you only post blog articles a few times each year. As an experienced writer with digital content currently garnering 500K+ in organic traffic each month on blogs like Marie Claire and Love My Dress, I know I can help you build your brand and reach a much larger audience.

2. How do you start a cover letter for an internship?

Starting a cover letter off right when applying for an internship is especially crucial. If you’re applying for internship opportunities then you likely have no professional experience, and must prove your ability to handle the job in a way that doesn’t rely on your past work.

Here’s how to start a cover letter for an internship:

1. Greet a contact person by name (or use a department name if you can’t find a contact person)
2. State the internship title, company name, and where you found the internship
3. Describe how you meet the internship requirements listed in the job advert

This is an example of how to start a cover letter for an internship:

Dear Mrs Jones,

Your internship advert on LinkedIn stated that Lidl is seeking an enthusiastic university student to assist your sales manager. As a third-year student seeking a Bachelor of Science in Marketing with a genuine love for studying techniques for optimising sales processes, I believe I’m the intern for you.

3. How do you start a cover letter without using ‘I’

Here are some examples of how to start a cover letter without using ‘I’:

• My name is [Your Name]
• As a recent graduate with a [Degree Name]
• As a [Job Title] with [#] years’ experience
• Your advert seeking a [Job Title] on [Job Board] caught my eye
• [Company Name] is looking for a [job title], and I’m a perfect fit because

You can also view more cover letter examples online to see how other applicants avoid using ‘I’ to start their opening lines.

More Cover Letter FAQs

• How do you sign off a cover letter?
• What does ‘Mx’ stand for?
• What should a cover letter include?