Cover Letters

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COVER LETTERS
“You have to be unique, and different, and shine in your own way” – Lady Gaga
Learning Objectives

Upon completion of this module, you will:
• Understand the different purposes of a cover letter.
• Understand the essential elements and how to effectively write a targeted cover
letter.
• Know how to conduct proper research on the market/industry/company for the
job you are applying for, and apply research properly to the cover letter.
• Understand the importance of establishing your brand through your cover letter
and how to do so.
• Know how to validate your skills through specific examples.
• Understand who your audience is (the employer) and what they are looking for.
Work Term Preparation Course Fall 2015/Winter2016 63

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Pre-reading Exercise: What is a Cover Letter?

WHAT IS A COVER LETTER?
A cover letter is a self-‐marketing tool that should always accompany your résumé. It
serves as a link between your résumé and the job you are applying to. It is also a
carefully thought out, one page letter that explains to the reader why you are
submitting your résumé, and should be tailored to the specific position and company to
which you are applying. This is your opportunity to show what you know about the
company and to relate it to what you have told the reader about yourself to make you
and the company seem like a great match.

WHAT IS THE GOAL/PURPOSE OF A COVER LETTER?
The main purpose of a cover letter is to get a prospective employer interested enough
to want to meet you for an interview. A good cover letter can demonstrate to an
employer why you should be considered for the position. The cover letter also
demonstrates your genuine interest in the role and the organization.

Every cover letter should have the following elements:

-‐ Quick Tip -‐
• YOUR CONTACT INFORMATION
Wordle.com – Try creating a word
• THE CORRECT DATE cloud by using an employer’s
• RECIPIENT’S NAME & CONTACT INFORMATION mission statement to see what the
• SUBJECT LINE “RE: JOB TITLE” key messages are
• SALUTATION (DEAR MR. LAST NAME)
• OPENING PARAGRAPH: INTRODUCTION
• FIRST BODY PARAGRAPH
• SECOND BODY PARAGRAPH
• CLOSING
• SIGNATURE

For more information on what to include and how to format your cover letter, see
Appendix F, G and H.

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Written Exercise
Read the attached job description “Co-‐op Specialist, Event Marketing”. On the right
hand side of the chart below, list the top five skills you think are important for this role.
On the left hand side, list your top five skills (Hint: if you can’t remember these, check
out the skills checklist exercise you completed in the Personal Branding module).
Compare and contrast – do your skills match the skills the employer is looking for?

Your Skills/USPs Skills for the Role

1. 1.

2. 2.

3. 3.

4. 4.

5. 5.

Job Description: Co-op Specialist, Event Marketing

MobileFone is a great place to work. You can see it in our team members. The diversity
of the MobileFone team and their unique contributions set us apart from the
competition. Our success is based as much on our future friendly team as the innovative
internet, voice, data and wireless products and solutions we offer.
Our team members include people like you -‐ enthusiastic, innovative, passionate and
energetic. We believe that you’ll find our high-‐performance culture personally fulfilling,
professionally challenging and financially rewarding. Join our team and make your
future friendly too.

Position Overview:
The candidate in Event Marketing is responsible for creating the back-‐to-‐school
campaign strategy for 2016.

Responsibilities:
·∙ Research and document 5 year history of back-‐to-‐school campaigns at MobileFone
·∙ Research and document competitive analysis of campus/youth campaigns conducted
by competitors in the cellular phone industry
·∙ Research worldwide experiential events relating to university/college youth and create
a best practices portfolio for reference.

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·∙ Create a comprehensive contact list for all Canadian universities and colleges detailing
sponsorship and event opportunities.
·∙ Assist in the development and execution of a national and regional consumer
marketing event plan for the back-‐to-‐school time period (for university and college).
·∙ Coordinate interaction with various design, event management/marketing & event
suppliers related to the marketing plan.
·∙ Assist with various event marketing initiatives.
·∙ Perform administrative duties as required.

Qualifications:
·∙ Extreme organizational discipline and proven attention to detail.
·∙ Some experience in event management, promotions and event marketing preferred.
·∙ Bilingualism is an asset.
·∙ Strong written, verbal communication and analytical skills.
·∙ Proficient in Word, Excel, and PowerPoint for Windows.

Please Apply To:
Mr. Philip Brown
GTA Recruiter
MobileFone Canada Inc.
1265 Military Trail
Toronto, ON M2C 1A4

In-Class Take Home Messages

1.

2.

3.
Still interested in this subject? READ ON!

1. Cover Letter Outline and Do’s & Don’ts in Appendix H.
2. Cover Letter FAQs and the Competitive Edge in the Job Market – Quintessential
Careers http://www.quintcareers.com/edge.html
3. The Dynamic Cover Letters: Formula for Job-‐Search Success – Quintessential
Careers http://www.quintcareers.com/cover_letters.html


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Skills Checklist – Exercise

Using% the% chart% below,% identify% the% skills% you% have% acquired% or% used% during% your% work% or%
volunteer%experiences.%List%each%of%your%experiences%in%the%top%right%boxes%in%the%first%row%(1%
experience%per%column).%Under%each%experience,%check%off%the%skills%or%knowledge%which%you%
used%or%developed.%Feel%free%to%add%additional%skills%or%knowledge%that%is%relevant.%Bring%this%
completed%chart%with%you%to%class.%
%
List your
experiences here "
Leadership
Delegation
Motivation
Management
Coordination
Skills
Event Planning
Project Management
Initiative
Time Multi-tasking
Management Planning
Skills Prioritization
Analytical
Evaluation
Analytical
Interpret
Skills
Investigate
Problem solving
Client service
Coaching
Collaboration
Counseling
Facilitation
Communication Listening
/ Interpersonal Presentation
Skills Relationship Building
Selling / Promoting
Teaching
Teamwork
Translation
Writing
Auditing
Financial / Budgeting
Quantitative Calculating
Skills Forecasting
Reconciliation
Data Cataloguing
Management / Collection
Research Skills Compilation
Work%Term%Preparation%Course%Fall%2015/Winter2016% 47 %
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List your
experiences here "
Processing
Data Reporting
Management /
Researching
Research Skills
Validation
Updating
Conceptualization
Creative Skills Creation
Designing
Invention
Layout
Adaptable
Assertive
Detail-oriented
Adoptive Skills Energetic
Flexible
Self-motivated
Tactful
Thrive under
pressure
Financial Accounting
Cost Accounting
Accounting: Taxation
Financial Modeling
Business Finance:
Knowledge Investments
Marketing
Promotions
Market Research
HR: Recruitment
HR: Training
HR: Compensation
Microsoft Word
Microsoft Excel
Microsoft Access
Microsoft
Computer PowerPoint
Knowledge Photoshop
Webpage creation
SAP
Caseware
TaxPrep
Language French
Knowledge
Work%Term%Preparation%Course%Fall%2015/Winter2016% 48 %
2
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Appendix F: The Cover Letter Outline

Your Address OR Your Header (same as on your Résumé)

Date of Writing

Employer’s Name
Employer’s Job Title
Company Name
Address

RE: Name of the Job Title

Dear Mr/Ms (last name of employer),

• INTRODUCTION: Tell the employer why you are writing. Create an immediate
interest.
• Be specific and give details
• Showcase your knowledge/interest with the employer; show your motivation
for applying and fit with the organization
• State your 2 main skills that you will discuss in the letter

• BODY OF LETTER: Tell the employer what you can do for them.

• Body Paragraph A:
• State your main skill/ academic qualification that is targeted to the position
• Validate the skill/ academic qualification with one or two specific examples
including the results
• Link the skill/academic qualification and your experiences back to the
employer/job

• Body Paragraph B:
• State your next skill/ academic qualification that is targeted to the position
• Validate the skill/ academic qualification with one or two specific examples
including the results
• Link the skill/ qualification and your experiences back to the employer

• CLOSING: Tell the employer what should happen next.
• Reiterate your interest in the position/how you match their company
• Showcase your research of the employer again
• Thank them for their time

Sincerely,
Your Signature (optional for electronic applications)
Your typewritten name

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Appendix G: Supporting Your Claims

Showcasing your abilities is a top priority for your résumé and cover letter. Students are
often very eager to tell employers that they meet all of a job’s qualifications but neglect
to support these claims. Without validation, employers cannot be sure if you actually
possess the skills and abilities or if you are just saying that you do.

Have you ever written “I have excellent communication, interpersonal, and teamwork
skills so I am the best candidate for this position” or similar? It is great that you are
confident in your skill set, but there are a few issues:
• If your claims about your skills are not supported later on in your cover letter, it
is an empty statement and you can lose credibility.
• As a candidate, you can never be certain that you are THE BEST applicant. Saying
that you are THE BEST comes across as arrogant.
• Remember: Employers will compare you to other applicants. Others may write
about the same skills. What sets you apart? Show the employer why you might
be better.

What should I do? Use specific accomplishments to show how you used or developed a
particular skill/ability. There are multiple ways to provide validation. Here are some
examples:
• Results: Provides quantitative evidence to show what you did worked
o Increased club membership by over 75%.
o Reduced weekly processing time from 3 hours to 1 hour.
• Depth: Demonstrates how difficult or large a particular task was
o Organized a 100-‐attendee event.
o Presented findings to Directors and VPs.
o Wrote a 200-‐page process manual.
• Breadth: Shows the variety or complexity associated with the experience
o Coached students from 30 different countries.
o Interacted with clients in person, over the phone, and via email.
• Duration: Outlines the length of time you had the responsibility
o Over 5 years experience in leading teams.
o Taught children how to play soccer for 2 years.
• Description: Shows that you understand the skill and demonstrates how you
have used it
o My ability to communicate effectively is exercised during each skating
class I teach. When I convey the instructions for each skill to be
performed by my group, I must be clear and concise, but I must also fully
explain the proper technique for each skill.
o Planned and executed a networking event, including developing
timelines, securing employers, venue logistics, promoting to students,
and delegating to teammates.

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Tips
• Make your accomplishment obvious. Don’t make the interviewer guess what you
did!
o Have someone else read it and ask if they have a clear idea of what you
did.
• Ensure that each statement adds value. Space is limited so don’t include
unnecessary information. Two suggestions:
o Write down all ideas (with validation) and then select the most relevant
ones.
o Build an outline before drafting your documents to provide structure and
flow.
• Don’t under/oversell yourself! Demonstrate what you achieved but never
exaggerate or lie.
• Currently working? Track your activities (ex. # of tax returns prepared) as you do
them. This way, you won’t forget what you did and will provide a helpful source
of accomplishments.
• Refer to your co-‐op evaluations. Your supervisor comments provide valuable
insight into your strengths and accomplishments.

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Appendix H: Cover Letter Do’s and Don’ts

Do’s Don’ts

• Research the company • Send out a form letter to several
companies
• Be focused
• Rewrite your résumé in paragraph
• Be specific format

• Show enthusiasm and confidence • Be too long or wordy

• Match your qualifications with the • Talk above or below your reader
position requirements
• Mention salary or benefits
• Be concise
• Use first names
• Have others proofread your work

• Highlight strengths and • Focus on negatives
accomplishments


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Appendix I: Student Assessment Tool – Resume & Cover Letter

Quality

LEVEL DEFINITION
Very poor quality, needs extensive revision -‐ not original and does not make the student stand
out
Poor • Poorly formatted: difficult to read/scan, insufficient space, inconsistent visual identity,
headers not clearly differentiated etc.
• Poorly organized: not logically organized, not reverse chronological order
• Poorly written: grammar and spelling errors, not using active voice
• Poorly targeted: not related to the role, relevant knowledge, skills, experience outlined
• Poorly validated: student did not provide evidence of results

Poor quality, needs significant revision -‐ still does not make the student stand out
• Similar to above but somewhat better formatted (still in need of revision)
Fair • Perhaps logically organized but not with the most important information first
• Not well written: using the active voice, but vague choice of words (assisted, worked, etc.)
• Slightly targeted: not related to the role, but some required skills identified (important ones
missing)
• Poorly backed up: little evidence, similar to above

Moderate quality, needs some revision-‐ material fits standards, but doesn’t make the student
stand out
Satisfactory • Acceptably formatted: no huge errors, but does not stand out: easy to read/scan, sufficient
space, somewhat inconsistent visual identity, etc.
• Organized: logically organized, reverse chronological order
• Acceptably written: limited grammar and spelling errors, using active voice
• Fairly targeted: relevant knowledge, skills, experience well outlined, relation to role is
limited
• Some back up: student did provide limited evidence of results in both cover letter and
résumé

Good quality, needs little revision -‐ format and content make student stand out as a good
candidate
Very Good • Professionally formatted: easy/pleasant to read/scan, very consistent visual identity; above
average
• Well organized: logically organized, most important information is first
• Well-‐written: written at above-‐average level; no grammar and spelling errors, and using
active voice
• Well targeted: highlights most relevant knowledge, skills, experience well outlined that is
needed by the job AND that are student strengths. Strengths are somewhat connected to
the job
• Backed up: student provides evidence of results in both cover letter and résumé


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Exceptional quality, minimal revisions necessary -‐ the student stands out as an exceptional
candidate
Outstanding • Professionally formatted: extremely easy and pleasant to read/scan, very consistent visual
identity, which is at an outstanding level
• Well organized: logically organized, most important information is first
• Excellently written: written in a dynamic and clearly personal voice, with no grammar and
spelling errors, and using active voice
• Superbly targeted: highlights most relevant knowledge, skills, experience well outlined that
is needed by the job AND that are student strengths. Strengths are closely connected to the
job
• Well backed up: student provides evidence of results in both cover letter and résumé that
are compelling as to the student’s performance

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MANAGEMENT CO-OP

Work Term Preparation Course Fall 2015/Winter2016 63

Pre-reading Exercise: What is a Cover Letter?

Work Term Preparation Course Fall 2015/Winter2016 64

Job Description: Co-op Specialist, Event Marketing

Work Term Preparation Course Fall 2015/Winter2016 65

In-Class Take Home Messages

Still interested in this subject? READ ON!

Work Term Preparation Course Fall 2015/Winter2016 66

Skills Checklist – Exercise

Appendix F: The Cover Letter Outline

Work Term Preparation Course Fall 2015/Winter2016 87

Appendix G: Supporting Your Claims

Work Term Preparation Course Fall 2015/Winter2016 88

Work Term Preparation Course Fall 2015/Winter2016 89

Appendix H: Cover Letter Do’s and Don’ts

Work Term Preparation Course Fall 2015/Winter2016 90

Appendix I: Student Assessment Tool – Resume & Cover Letter

Work Term Preparation Course Fall 2015/Winter2016 91

Work Term Preparation Course Fall 2015/Winter2016 92

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