Why Your Cover Letter Still Matters, and How to Get It Right

If you’ve ever been tempted to skip writing a cover letter, I understand. Resumes get most of the attention, and some people treat cover letters as optional. But as someone who has reviewed hundreds of job applications, I can tell you that a thoughtful cover letter can make all the difference.

And I’m not alone: 83% of hiring managers read most cover letters, even at companies where they’re not required, and 94% of hiring managers say cover letters influence interview decisions, with 1 in 4 calling them “very important,” according to a 2023 ResumeGenius survey. In a competitive job market, that can tip the scales in your favour.

When I’m helping clients screen applications, a cover letter that speaks directly to the job posting tells me the candidate is genuinely interested. It shows you’ve taken the time to connect your experience to the role and the initiative to craft a compelling pitch. That effort stands out.

Here’s how to make your cover letter shine.

Customize for impact

The biggest mistake I see is sending the same generic letter to every employer. Sometimes, candidates even forget to update the job title or company, an instant red flag.

Hiring managers are impressed by someone who does their homework, who’s read about the company’s strategic priorities, noticed their values, or referenced something from the website. For instance, if sustainability is important to you and the company you’re applying to, articulate that connection. That kind of detail shows you’ve done more than just hit “apply” to every posting matching your qualifications.

Think of your cover letter as your proactive personal pitch, your chance to show not only that you’re qualified, but that you understand the company, their customers, and their culture, and that you belong there, in this role, at this time.

Use the right language

Job postings usually include a list of qualifications and responsibilities, and it’s vital to mirror those keywords in your cover letter. If the posting asks for strong communication skills or project management experience, I want to see those words in your letter, supported by specific examples of how you’ve applied them in past roles.

And since many employers now use AI to screen resumes, including the posting’s keywords improves your chances of making it past the first screen.

The trick is to weave them in naturally. Don’t just stuff your letter with buzzwords; make sure you’re telling a story that connects your skills with what the employer needs.

Match the company’s tone

Should your letter be formal or creative? It depends. When I review a cover letter for a professional association or government-facing role, I expect a professional tone. But if I were hiring for a marketing agency that uses playful language on its website, a candidate could get away with more creativity, although it’s generally best to err on the side of professionalism.

The safest approach? Mirror the company’s personality, based on what you see online. This shows cultural awareness and that you’d fit in.

Keep it simple and error-free

One of the quickest ways to eliminate yourself from the running is with careless mistakes. I’ve seen candidates describe their “excellent communication skills” in a cover letter dotted with typos. In senior roles, especially, repeated errors are disqualifying.

This advice extends to design. My advice? Use a clean, professional format, and skip busy designs that can look cluttered or break when edited. While that Canva template might seem fresh, there’s a good chance hiring managers are seeing it again and again.

Finally, always, always proofread, both onscreen and from a hard copy, which can make errors pop. Better yet, ask someone you trust to read it with fresh eyes. It’s amazing the things they’ll catch that you might miss.

As for length, aim for one page. The ResumeGenius survey found hiring managers prefer PDFs and a word count of around 400.

Use your letter to fill the gaps

Your resume is about listing your experiences. Your cover letter is where you explain them. If you don’t have every qualification the employer is asking for, use the letter to highlight the transferable skills you do possess.

For example, maybe you haven’t directly managed budgets, but you’ve overseen project resources. Spell that out. The cover letter is your opportunity to make those connections explicit, connections that might otherwise keep you from being shortlisted.

Use AI as a tool, not a crutch

I know many job seekers use tools like ChatGPT to help with their writing. And that’s okay, as long as you don’t just copy and paste. Recruiters can usually spot AI-generated language. It’s often too polished, too wordy, or just doesn’t sound authentic.

Where AI can be particularly helpful is in getting started. Use it for structure or phrasing ideas, but always revise in your own voice. Remember: at the interview stage, you need to sound like the same person who wrote that letter.

Start with research, end with authenticity

If writing a cover letter feels overwhelming, start simple: research the company. Look at their website and social media, their team, their values, and even their annual report if they publish one. Ask yourself if you’d be proud to work there. If the answer is yes, let that genuine interest shine through in your letter.

At the end of the day, a strong cover letter isn’t about repeating your resume. It’s about telling your story in a way that connects with the employer’s story and showing them why you belong in the next chapter. And if writing one can help you stand out, why wouldn’t you?

Stephanie Cormier is an Advisor for People and Culture at MC Advisory, with experience in government, financial services, and insurance. Known for her meticulous attention to detail and unwavering focus on client satisfaction, she has a strong reputation for delivering exceptional results in reporting and client relations.