How to write an impactful cover letter.

When creating your job application, sending your CV may not cut it if you are one of many applying for the role.


A well-written cover letter is the most effective way to help your application stand out. The potential employer will see more than just your work history; they learn about you, your personality and why you are applying. As your CV should be kept to a minimum a covering letter is the perfect way to get this across.


King Recruit has created a guide on how to write the perfect cover letter.

First things first, you need to do your research into the company and the position you are applying for. Consider the following:

  • What does the Company do, or what do they specialise in?
  • Who is their target audience?
  • What does the role involve and what skills are essential to doing the role?
  • Have they got any big projects on, such as a new product or a new marketing campaign?

This information gathering will help tailor the cover letter to the position. Armed with this information you can then write it in the style of the company (are they a fun and relaxed or are they professional and formal).

Within your letter make reference to their project or campaign, maybe it was this that piqued your interest in applying? Knowledge of the skills for the role and the company’s values will assist when detailing how your skills and values match theirs.

Researching and demonstrating knowledge will prove you’ve got a genuine interest in the role and company.

The Layout.

There are no set guidelines as to how your cover letter should be laid out, however, making sure it flows is vital. Consider that the layout should be well presented and concise.

There is no need to add in images or fancy font’s, keep it clear and in a font size you can easily read.

It’s easy to get carried away writing your cover letter, if the letter is too long you’ll risk boring the reader. Remember this is just an overview, you will be going into detail in your interview. On average one side of A4 is about right.



Here’s a rough guideline of how your cover letter should look:


The Address:

Cover letters should always be addressed to the hiring manager or person dealing with applications. This is usually detailed in the job advert, however, if it’s not, don’t be afraid to call the company and find out.  This call will demonstrate your initiative and interest in the role, and you will be able to address your letter properly.

If you have a name, address with ‘Dear Mr Smith/Dear Ms Jones’. If you don’t? ‘Dear Sir/Madam’ will suffice.


The opening paragraph – Why are you writing?

The opening paragraph should be a short description of why you are writing. Include the job you are applying for and where you saw the position advertised. If someone referred you for this position mention their name here.

Example: I wish to apply for the role of HR Business Partner, currently being advertised on your careers page. Please find enclosed my CV for your consideration.


Second paragraph – Why are you suitable for the job?

Here you describe your professional and academic qualifications, however only the ones that are relevant to the role. When detailing your skills ensure you match these to each of the skills listed in the job description.

Example: As you can see from my attached CV, I have over five years’ experience as an HR Business Partner. I gained my CIPD Level 5 qualification in 2018.  I believe the knowledge and skills built up during this time make me the perfect candidate for the role.


Third paragraph – What can you do for the company?

Here is the opportunity to detail what you believe you can do for the company. Outline some major achievements, including figures and examples where possible. If the position you are applying for will be a promotion or step up describe your career goals, ensure they are relevant to the position you’re applying for.

Example: In my current role as Senior Marketing Executive at Marketing Company A, I have been responsible for increasing incoming client enquiries for our B2B product lines by 126% in the past 12 months. In turn, this helped Marketing Company A increase its revenue by 45% year-on-year. I have been managing a team of 4, I’m now at a point in my career in which I’m ready to manage a larger team and handle further responsibilities. My goal is to work in a dynamic and versatile marketing environment, your most recent campaign for Easter eggs drew me to your brand and subsequently the position.


Fourth paragraph – Reiterate

Within this paragraph you can reiterate your interest in the role and why you would be the right fit. It’s also a good time to indicate you’d like to meet with the employer for an interview.


I am confident that I can bring this level of success with me to your company and help Marketing Company B build upon their reputation as one of the UK’s fastest-growing businesses and build brand awareness. With my previous experience and expertise, I believe I can start actively contributing to the business as soon as possible.

Thank you for taking the time to review my application. I hope to hear from you and look forward to meeting with you to discuss my application further.


Closing the letter.

Sign off your cover letter with ‘Yours sincerely’ (if you know the name of the hiring manager), or ‘Yours faithfully’ (if you don’t), followed by your name.


Contact Us

For CV advice or advice on any aspect of the job application process, please contact one of our friendly team at King Recruit on 01392 790725.


Other articles you may like:

  • Be Your Own Brand
  • How to be the S.T.A.R candidate
  • Interview Body Language
  • 10 Killer Questions to ask at Interview