Cover letters can evoke a vague sense of dread, but they’re often one of the few chances you have to convince a future employer to give you a chance. Along with your resume, your cover letter makes your application a personal pitch document. It connects the dots of your resume, highlighting why you are a great fit for this job, at this organization.
A lot of candidates will look similar on paper, so this is your chance to go beyond the bullet points. It’s where you can give the hiring manager a sense of who you are, what motivates you, and what you can bring to their team. Done right, your cover letter can be what turns a solid application into one that truly stands out. This article will cover the basics of how to build a great cover letter and how to tailor it for different opportunities.
Create a strong base you can adapt
The easiest way to get started is to create a strong general cover letter that you can quickly adapt for different opportunities. Think of it as your starting point—a flexible template that highlights your skills and interests for the type of role you’re going after, whether that’s an entry-level marketing position, an operations role, or something else entirely. That way, you’re not starting from scratch every time.
When building your base cover letter, it’s good to keep the overarching goals in mind. A great cover needs to:
- Show how you align with the role. Demonstrate that you understand what the job involves and how your skills and experience make you a great fit. You might be an impressive candidate in general, but if it’s not clear why you make sense for this job, it’s easy for your application to get passed over.
- Explain why you’re excited about the opportunity. Help the hiring manager see why this role—and this organization—matters to you. Share something specific that connects you to their mission, values, or work. A genuine, personal connection can make you stand out.
- Highlight what you bring to the table. Back up your enthusiasm with relevant experience. Point to accomplishments or strengths that would make a difference in the role, especially things that might not be obvious from your resume, like transferable skills or unique perspectives.
Once you have a solid base, you’ll be able to tweak the specifics for each application: tailoring your examples, emphasizing different skills, and customizing your explanation for why you’re excited about that particular role.
Here’s a simple structure to get you started, along with tips for making it your own.
Paragraph 1: Introduction and position statement
A strong opening is usually simple and approachable. It’s fine to show a bit of personality, but in most cases, it’s best to skip gimmicky phrases or over-the-top claims—no need to call yourself a “rockstar hire” or talk about your childhood dreams. Focus on being clear and direct. Mention the role you’re applying for, where you found it, and why it stood out to you.
For example:
“I was excited to see the [Job Title] role at [Company Name] on [Job Board]. With my background in [Your Field], I’m eager to bring my experience in [Relevant Area] to your team.”
“I came across the [Job Title] position through [Referral/Event], and I’m thrilled at the chance to apply my skills in [Specific Skill] to support [Company Name]’s work.”
Paragraph 2: Why this role, why this company
This is your chance to show you’ve done your research—and that this isn’t just one of many applications. What specifically draws you to this organization or role? It could be their mission, values, approach, or something unique about the team or work. You don’t need to go overboard, but making a genuine connection helps demonstrate that you’re thoughtful about where you apply and why.
Examples:
“I’m especially drawn to [Company Name]’s commitment to [Value or Initiative]. Your recent work on [Specific Project] resonates with my interest in [Relevant Field or Passion], and I’d love to contribute to that kind of impact.”
“Working for a team that prioritizes [Company Value] motivates me. I care deeply about [Related Personal Value], and I’m excited by the opportunity to be part of a mission-driven organization like yours.”
Paragraph 3: Relevant experience and skills
This is where you back up your interest with evidence. When describing your experience, aim to directly connect your skills to what the company is looking for.
- Start with your core strengths: What are the key skills or experiences you consistently bring to the table? These might be technical skills (like software proficiency) or soft skills (like communication or leadership). Choose 2-3 strengths that define your professional identity and align with the roles you’re targeting. These are your building blocks, and they’ll make adapting your cover letter easier later on.
- Pick your standout experiences: Instead of listing routine responsibilities, pick one or two standout examples that clearly illustrate your strengths. Provide a brief, concrete story that shows what you did, how you did it, and why it mattered.
- Create a Flexible Foundation: Use examples that are specific enough to showcase real impact but can also be easily adapted later to fit the nuances of different job descriptions.
Example:
“In my role at [Previous Company], I led a targeted fundraising campaign that combined digital storytelling with personal outreach. This approach resulted in a 25% increase in funds raised compared to the previous year, while also broadening our donor base and deepening long-term engagement. This experience developed my skills in strategic communication and relationship management.”
In this base version of your cover letter, you’re not yet tailoring each sentence to the exact job—you’re simply setting up a strong foundation with your most relevant skills and experiences. When it’s time to tailor, you’ll already have this core section ready to adjust based on what each job needs.
Paragraph 4 (optional): Address potential concerns
If there’s something on your resume you think needs context—like a career gap, a switch in industries, or being overqualified—this is where you can quickly address it. You don’t need to over-explain, but offering a brief, straightforward explanation can go a long way. Early in the hiring process, employers are typically making quick decisions about who to move forward with. They may be risk-averse and looking for reasons to rule candidates out rather than in. Proactively addressing potential concerns can help them feel more confident about your fit for the role. Here’s how to handle some common situations:
- Switching fields or industries. If your experience doesn’t line up exactly with the role, it’s helpful to explain why you’re making the change and how your skills still apply. This way, you make it known that you’re aware of the discrepancy between your experience and the role, but that you have thoughtful reasons as to why you’re applying.
- Resume gaps. A gap in your resume doesn’t automatically rule you out, but it’s best to briefly address it. Whether you took time off for personal reasons, to study, or for job hunting, explain what you were doing and how it’s helped you grow.
- Leaving a job quickly. If you haven’t been in your current role for long, a hiring manager might wonder why. Be upfront about it—explain that you’re looking for a better fit or more growth opportunities, and this role aligns with your long-term goals.
- Being overqualified or taking a step down in seniority. If you’ve got more experience than the job calls for, it’s natural for an employer to wonder if you’ll feel satisfied in the role or work well with the team dynamic. It’s helpful to quickly acknowledge this and explain why this is a strategic move for you. Maybe you’re looking for a change of pace, a more hands-on role, or something that aligns better with your personal or professional goals.
- Frequent job changes. If your resume shows a pattern of short-term roles, be honest about why. Whether they were contract jobs, part of an industry shift, or transitional phases in your career, explain that. Then, highlight what you learned from each experience and why this role feels like the right fit for the long haul.
- Lacking traditional credentials. If you don’t have a formal degree or the typical qualifications, you don’t always need to point this out, but you can reiterate your desire to learn and grow. Talk about any certifications, self-directed learning, or hands-on experience you have that prove you’re more than capable of excelling in the role.
The goal is to address these concerns confidently, but without getting defensive or over-explaining.
Paragraph 5: Closing and next steps
Wrap up your cover letter on a warm, thoughtful note that reaffirms your interest in the role and invites the opportunity for further discussion. Let them know you’re looking forward to connecting, and that you’re eager to explore how your skills and experiences align with their needs. Keep it light and confident—there’s no need to push too hard, just a genuine invitation to continue the conversation.
Examples:
“I’m truly excited about the possibility of contributing my expertise in [skill/area] to [company name]. I’d love the chance to chat about how my background can help support your team’s goals and would welcome the opportunity to discuss this further.”
“Thank you so much for considering my application. I’m really looking forward to the chance to speak with you about how my experience and passion for [relevant field/goal] can support the work you’re doing at [company name].”
How to tailor your cover letter
Once you’ve written a strong base cover letter, adapting it for each job you apply to becomes a lot faster and easier. But it’s important to go beyond swapping in the company name. A good cover letter makes it clear why you’re interested in this specific role at this organization. A generic letter signals you’re applying everywhere without much thought, which makes it harder for them to picture you as part of their team.
Start by asking: what matters most to them?
Even if the roles are similar, each organization will have different priorities. Before making edits, take a few minutes to:
- Study the job description. What skills or qualities are they emphasizing? Are they looking for a collaborator? A self-starter? A technical expert?
- Research the organization. What projects, initiatives, or values stand out to you? Is there something timely or unique you can reference?
- Mirror their focus. If this job puts more weight on leadership than your last application did, emphasize examples where you’ve led projects or teams.
What to adjust in your base cover letter
You don’t need to rewrite everything! Focus on these main areas:
- Your opening line. Start with something that immediately connects you to them.
- Instead of: “I’m excited to apply for this role…”
- Try: “Having followed [Organization]’s work on [Project], I’m excited about the opportunity to…”
- The “why them” paragraph. Show you understand their mission, work, or challenges—and why they matter to you.
- The skills you highlight. Bring forward experiences that match their top priorities. If their focus is on scaling programs, don’t lead with your data entry skills.
- The closing. Reiterate your excitement about their specific work, not just the role in general.
Using AI without sounding too robotic
AI tools like ChatGPT can make adapting your letter quicker, but they’re not a plug-and-play solution. A letter that sounds AI-written can feel bland or overly polished. Hiring managers usually prefer something human, even if it’s not perfect.
Instead, treat AI as a brainstorming partner:
- Use it to reframe your experience in terms of this job’s priorities.
- Get suggestions for how to personalize your “Why Them” paragraph.
- Ask it to improve clarity or tone without stripping out your voice.
If you want to use a more specific prompt for reworking your cover letter, you could try one of these:
“I have a base cover letter for [type of roles]. I’m now applying to [specific organization], which focuses on [mission/work]. Their job description emphasizes [list 2-3 key responsibilities or skills], and they value [list their values, culture, or projects]. Could you act like a hiring manager reviewing cover letters for this role? Let me know how mine comes across at first glance, and suggest specific changes that would make it stand out, address any concerns, and make it easy to say ‘yes’ to moving me forward.”
“I pasted my base cover letter below [type of roles]. Can you help me adapt it like a professional career coach would—highlighting my fit for this role and offering suggestions for personalization?”
But again, always go over what you get and ensure it sounds like you.
General cover letter tips
Keep it concise and focused
Most hiring managers skim these, so you don’t want to make them wade through fluff. For a cover letter, aim for one page long at most (preferably about 3-5 paragraphs) and use clear, simple language to make your case. If you’re repeating information from your resume, rephrase it in a way that’s more narrative or offering additional context that supports your fit for the role. Each section or response should serve a purpose—so if it’s not helping your case, leave it out.
Proofread, edit, and refine
You don’t need to agonize over every word, but it’s worth making sure your application is clean, clear, and easy to read. Typos or awkward phrasing probably won’t be deal breakers on their own, but when hiring managers are scanning through a big stack of applications, small mistakes can be a distraction or a red flag.
Take a little time to review your responses or cover letter before you hit send—ideally after stepping away for a bit. A quick read-through out loud can help you catch anything clunky or unclear, and make sure it sounds like something you would actually say. You can also ask someone else (or an AI tool) to give it a once-over for anything you’ve missed. The goal here isn’t perfection. It’s to come across as competent, thoughtful, and like a real person who’s put in a reasonable amount of care. After that, it’s better to move on than to overthink.
Illustrate non-trivial accomplishments
The adage “show, don’t tell” applies here! Instead of claiming you’re great at something, give a concrete example that demonstrates your skills in action. It can be great to add statistics, but try to avoid vague claims like “I increased productivity by 15%” without providing context. Remember the goal is to highlight how your work led to tangible, meaningful results. Whether your results are qualitative or quantitative, any concrete examples showing your ability to achieve real outcomes can set you apart from applicants who rely on general assertions.
Address any red flags
As we mentioned earlier, if there are any potential concerns on your resume, it’s best to address them directly in your application. This helps prevent hesitation from the hiring manager and shows you’re confident and transparent. Whether it’s a career gap, switching industries, or limited experience, briefly explain why the situation exists and how it doesn’t affect your ability to succeed in the role. Be concise, avoid sounding defensive, and frame your explanation in a positive, forward-looking way.
Avoid exaggeration and stay professional
Try to steer clear of any grandiose, unrealistic statements like, “I’m the best candidate for this job” or gimmicky openings like, “Since I was a kid…” These types of phrases often come across as presumptuous (or just annoying) rather than confident. Instead, focus on providing specific examples that honestly showcase your skills and experience. By highlighting your strengths in a professional and grounded way, you’ll convey your qualifications without overstatement. Remember that you don’t want to aim for thoughtful and authentic—not what you think a standard cover letter should sound like.
Moving forward
The goal of your cover letter isn’t just to sound impressive—it’s to clearly show why you’re a strong match for this specific role. A good cover letter makes it easy for the person reading it to understand why you’re worth interviewing without having to read between the lines. That means focusing on what matters most for this role, backing it up with relevant examples, and keeping things clear and straightforward. The easier you make it for someone to connect the dots and see you in the role, the more likely they are to want to talk to you.
