Examples of What a Cover Letter “Hook” Might Encompass
Written by Teena
Rose, ResumeToReferral.com; The following was
excerpted from “Designing a Cover Letter to ‘Wow’ Hiring Personnel” … book
includes 100+ cover letter examples. CLICK HERE NOW to get a free 19-page book preview with 5 cover letter
examples.
Have you heard of a hook? Individuals
who write professionally (e.g., writers for press releases and sales letters)
will be the first to tell you that your material needs a hook. The complicated
part of the process is that no one can tell you what the hook should be because
it’s different for each jobseeker. A hook is something that draws readers in
from the start, and entices them to continue reading.
Since every cover letter will
require a different hook, researching businesses will definitely be very
advantageous for you. Your ultimate goal
is to input uniqueness into each of your cover letters that
others will overlook, or not spend the time to address.
Mention
specifics about the company recently announced in the media
Do you keep up on current company
events? If you’re not reading the local newspaper at least twice a
week, you’re missing critical information that
can make a huge impact on your job search.
Press releases and articles
are continuously written on company happenings; and without knowing this
information, you’re somewhat being left in the dark.
Get into the habit of reading
about what’s going on with businesses that would make ideal employers.
In addition to reading
newspapers, subscribe to a business
journal. Nearly every city possesses a business publication, so visit your
local library to review a copy. Business journals offer a niche over local newspapers
because these publications cover the happenings of local businesses. Topics of
interest typically include mergers, new contracts, expansions, and so on. What
great “food” to “feed” your cover letter!
A sample sentence
for your cover letter might resemble:
“Restructuring is a
necessary part of doing business, in my opinion. Countless companies over
recent years have had to audit and appropriately reshape their existing
operation. Thankfully, KSZX-TV did a great job of positively speaking about
your upcoming changes. Your story piqued my interest, since I’m a consultant
for businesses going through change, which requires the realignment of staff,
adjusting inventory levels, and streamlining internal procedures.”
Other ideas could derive
from commercials (e.g., company sponsoring an upcoming charitable
function), a documentary on the owner or his/her invention, or about a
community/networking event. For example,
mentioning, “Mr. Franks, I heard
your logistics manager speak at a conference last fall. With my recent
employer, I’ve successfully implemented many of the suggestions that Mr. Franks
outlined in his seminar, such as realigning our just-in-time delivery system
and retraining our staff. I was able to save our company an estimated $1.2M
within just 6 months. Do you have some time so we can get together to discuss
the logistics training position currently open with your company? Inspired by
Mr. Franks, I am now a certified instructor on manufacturing, inventory, and
procurement.”
Congratulations
on a new contract or expansion plan
Everyone likes a pat on the
back, including prospering and excelling companies. Weaving a sentence or two
into an introductory cover letter with congrats of a recent announcement can
provide a nice point of interest to encourage the hiring rep to continue
reading your letter, and subsequently call you for an interview.
A sample sentence
might resemble:
“Reading
Construction Management Essential yesterday, I learned your business will
undergo a 345,000 square foot expansion over the next six months. That’s
fantastic! The Indianapolis area needs strong —and growing— businesses like
yours.”
Highlight a
recent article in a trade or industry publication
Publications can offer
insight into your target industry, help you stay abreast of new technologies,
and enable you to splash uniqueness into the content of your letter. Noting
specifics from a recent industry publication can offer “freshness” to the body
of any cover letter. Remember, noting particulars that your competitors oftentimes
overlook is key to setting you and your letter apart. In fact, get into the
habit of clipping articles from magazines, printing columns from e-newsletters,
and jotting notations to use later when you’re knee-deep in your job search. Center
your attention on items that interest you, and can be referenced later. Maintain
a folder of clippings so you don’t go crazy searching through countless
magazines or newspapers for that perfect mentionable.
Increase your return by writing letters that focus
only on an array of quality positions — avoid blasting a cover letter to
“anything and everything.”
Comment on a
recent management change
While reading a newspaper or
magazine, take special interest in a company’s upcoming or recent changes in
management. One facet that is constant about business is employee turnover. Noting
a recent management change tells readers that you are attentive to changes with
the company. It may not catapult you onto the company’s payroll, but will offer
a unique content slant to your cover letter.
If you’re extremely
fortunate, the recent management change involves someone you’ve worked with in
the past — and have a good history with! Listing the person’s name within your
letter, along with noting specifics about that person’s management style or by
including a compliment about this person, can serve as “eye candy” for anyone
skimming your letter. Listing the name strategically within the starting
sentence, or prominently at the beginning of a paragraph, can get your letter
the attention it deserves.
In addition to beefing up
your letter, clip the article from the newspaper, have it laminated, and
include it in the envelope with your cover letter and resume. Laminating
anything might sound like an odd suggestion, but it’s a unique action that is
sure to draw attention. Individuals who track their public relations activities
would enjoy a laminated copy of the article. The gesture is minute, but can
make a huge difference.
Outline a
competitor’s actions
Much as you think about
jobseekers vying for your perfect job, businesses eye the competition too. Mentioning
specifics about a business’s competitor can unquestionably grab attention.
There are a number of ways to learn about companies, such as through the media,
from news stories and corporate communications to trade publications and
newspapers. Imagine mentioning the competitor’s name within your letter. If you
were on the hiring end of the process, would that catch your eye?
Spin the information into a
positive for you. Let’s say the competitor is working with a new technology. Your
response could be to outline your experience with the new tool/method, the
depth of your skill level, and how you will apply it to help your target
employer remain competitive … and maybe pummel their competitor into the
ground. =] The company may be trying to catch up to integrate the new
technology, so your letter could arrive at a pivotal time for them and you.
Provide
details about product lines, and how you plan to expand market share
Certainly individuals who have
a direct impact on a company’s market share — business development
professionals, account executives, marketers, inside/outside sales teams, and
customer service representatives — will probably find this suggestion the most
fruitful. Don’t feel you’re restricted exclusively to market share, of course
you can cultivate and culminate specifics about product lines, present markets
and territories, and take that information and determine how to favorably
impact the company’s bottom line. Remember, it’s about demonstrating to the
hiring company that you have a vested interest in their financial success.
The best way to learn about
products, internal challenges, and untapped territories (among others), in my
opinion, is by befriending a person on the inside. For a full arsenal of
information about the company, find an ally willing to answer your questions
and one who will educate you with specifics. Don’t feel that you’re seeking a
modern-day Benedict Arnold, because much of the information you’re seeking goes
home every day with the company’s employees. Since you’re not tapped into that
continuous information stream, expand your network to include someone who is.
Consider leveraging new
networking tools, such as Twitter and LinkedIn. Attending networking events
that cater to your industry (or target industry) can also offer a much-needed
platform for talking with individuals about a particular company. Your primary
goal is to be given the information to penetrate the company for use to benefit
the company.