Dear #HAPPO Participants,
Congrats on your upcoming graduation! I'm not a graduating senior or even a recent grad. In fact, I'm long in the tooth compared to most of you, but at times, I've felt like an entry-level job seeker in the past year.
Why? Because I left the PR world to live in South America for a year, which is an eternity in our field. A couple months after I returned, it became apparent that things had changed. My yearlong absence, coupled with a tight job market and the rate of change in this industry made me feel like I was back to square one.
I was going to provide a litany of things that (ultimately) worked in my job search, but I soon found myself writing a book. So I'm sticking to just one thing: The Dreaded Cover Letter.
What do I know about cover letters? I know that they've got me in the door at several places where my network did not. I know that a good one can get a response within the hour. One of my past interviewers is actually saving a cover letter of mine as an example for his kid after graduation. And a cover letter played a big role in landing my current position (which happens to be a perfect fit for me).
With that, I hope you can benefit from some of the cover letter practices that I found helpful:
1. Quality always trumps quantity.
Ahhh, doesn't it feel productive to apply for 7-10+ jobs a day? Maybe so, but it's spammy and a waste of time in my view. It's impossible to write that many grade-A, creative, targeted cover letters in a day. And that's what it takes to break through.
Put yourself in the employer's shoes. They are looking for a recent grad they can groom into their next PR all-star, and writing skills are key. How are you going to write a great pitch, release, blog post or tweet if your cover letter is cookie cutter?
It's much harder to put everything into those 2-3 jobs that are actually a great fit for your skills and passions. You could spend a couple hours getting that letter and resume just right, but it's so worth it. Forget the shotgun approach and tailor your self-pitch with such brilliance that they'd be foolish not to respond.
2. Email Subject Lines Matter
What should you put in your subject line? The job title you're applying for, right? OK sure, but you need to find a way to add some additional flair or creativity as well. What about asking a question that you answer in your email body (i.e. cover letter)? What about an offer, a how-to, or a "4 ways to" headline that you fulfill in the body? Or simply reference a "pain point" or something specific from the job description. Find a way to create intrigue. Take some cues from the blogger headlines. It will get your email read and show you've got that extra something that other candidates lack.
3. Kill the Robot
One of the ingredients of a quality cover letter is to sound conversational, yet terse and intelligent. Don't start with To Who This May Concern. That's something a robot would say. It's OK to show a sense of humor (but avoid sarcasm). Stick something goofy right in your boring list of accomplishments if it fits the culture of the company. Look for some templates for cover letters, and then do the opposite. If you don't have a name of someone to address, make some calls and try to get one. If all else fails, warm up the greeting with: "Friends @ XYZ Company," or something along those lines.
4. Opening Paragraphs Matter
I hope this is common knowledge by now, but just in case, I'm begging you not to waste your opening paragraph saying where you learned about the job. It's great that you're excited about the opportunity, but so what? Follow it up by telling them why they should be excited about you. The opening is another great place to ask a question and answer it. You could start out by asking, "What skills does the next generation of PR pro need?" Then answering it and segueing into how it just so happens you have those very skills. Or you can jump right into how you would approach the position, which leads me to my next point:
5. Offer a Vision
Use the job description as your reference to explain how you would step into this role and flourish. Don't be general; specifically address their needs. If you're feeling bold, offer a plan for how you'd approach the job or a framework for a campaign. It's a little risky, but even if it's not a direct hit, your strategic thinking will shine through and help them imagine what you're capable of. By the way, this is exactly what I did to land my current job.5. Offer a Vision
6. Get Blogging Now
What does blogging have to do with a cover letter? Let's say you're writing about your interest in geo-local social networks in the letter. Great, but anyone can say that. But imagine how much more power your words have when you can back it up by linking to a blog post you've written about the subject. Not every candidate can do that.
You've got to get blogging if you want to stand out. Even if all your readers share your last name, do it. What matters most is that you show that you can write well and think strategically.
Here's an idea that I always wanted to try: blog about something that's mentioned in the job description and link to it in your cover letter. Offer ideas or approaches that are applicable to the job without using the company's name. Great way to show that you really want the position and it adds to your blog at the same time.
7. Stay Current and Show It
OK, so you don't blog. You should at least stay up on the latest in PR, social media and related technology, and possibly reference it on your cover letter. Really useful for not only writing compelling letters, but interviews and your career in general.
Bonus: Not a Cover Letter Tip But Will Save You Time
Take advantage of RSS feeds! Nearly every job site, from Indeed.com to MIMA to AdFed to Craigslist, has an RSS feed. Subscribe to them in Google Reader and view all jobs in one place. A simple idea that will save you a ton of time.
Good luck in your search!
