dos and donts of cover letters - bright green talent

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Learn more at www.brightgreentalent.com ! © Bright Green Talent 2009 1 Cover Letters: The Good, the Boring, and the Bright Green First things first: yes, even in this day and age, you still have to write a cover letter. We know many employers who are swayed by great cover letters. Plus, if you're career transitioning, it gives you a forum for explaining exactly why you want to switch from selling paper clips to selling solar panels, and how you're qualified to do so. Okay, with that issue dispatched, let's move on to the nitty-gritty. Who am I writing to? DO: Try to track down the name of the hiring manager, using LinkedIn or the company website or Lead411. If you can't find it, you can name the team you're applying to (such as "The LEED Projects Team," "The Marketing Department"). And if you manage to find their name, spell it correctly! DON'T: Address it to "Dear Sirs" or anything that's gender specific, unless you know who's going to be reading the cover letter (in which case, you should be using their name). What am I writing? DON'T: Send a generic cover letter. There's nothing worse than reading a cover letter that the applicant has obviously put no thought into at all (or has leftover remnants of its previous incarnation for a totally different and unrelated position). If you're not going to bother making it at least tangentially relevant to the position you're applying for, you'd be better off leaving it out entirely. DO: Follow James Dilworth's advice for how to craft a cover letter. Someone in our community sent us this link to his Craigslist "Best of" post on how to apply to a job, and we generally couldn't agree more with his thoughts. Basically, DO NOT write a cover letter that sounds like every other person's cover letter. Use bullets where appropriate to pull out the most important ideas; use precise language and specific examples instead of generic language; do not exceed a page (aim for about half a page). See our sample cover letters below. DON'T: Include random keywords at the bottom of your resume and/or cover letter. We've seen people do this -- including companies they haven't worked for, products they haven't sold, universities they haven't attended. Yes, some applicant tracking systems will generate an "automated" match based on word matching, but regardless of whether you make that first cut, your dishonesty/trickery in that first round will not go unnoticed, and you will probably just annoy the hiring manager that has to read your cover letter that's irrelevant to their position. How should I send it? DO: Follow all instructions. Send your resume to the right place, with the right subject header if the company specifies it, and with all the required questions answered. That's not to say you can't embellish here and there, but you need to make sure your resume makes it to the right place. Many companies use automated forwarding systems depending on the title, or can only receive applications through their website. DO: Copy the text of your cover letter in to the body of an email, if that's how you're

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Bright Green Talent is an environmentally-focused recruiting and job placement firm based out of London and San Francisco.We've compiled these tips from years of placing people into jobs, and from reading hundreds of cover letters each week. We know what will make you stand out as a stellar candidate, and what immediately screams "boring." After reading this guide, you'll be able to compose a cover letter that will grab the attention of the hiring manager. This document reviews a list of "do's and don'ts" of writing a cover letter, including tips on how to address the cover letter, what to include and what you should definitely leave out, and how to actually deliver that cover letter to the hiring manager.The document also includes two examples of cover letters -- one bad, and one "bright green." You'll be able to see first hand why one of these documents would get passed over and why the other will get the jobseeker's foot in the door.

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Page 1: Dos and Donts of Cover Letters - Bright Green Talent

Learn more at www.brightgreentalent.com! © Bright Green Talent 2009

1

Cover Letters: The Good, the Boring, and the Bright Green

First things first: yes, even in this day and age, you still have to write a cover letter. We know many employers who are swayed by great cover letters. Plus, if you're career transitioning, it gives you a forum for explaining exactly why you want to switch from selling paper clips to selling solar panels, and how you're qualified to do so. Okay, with that issue dispatched, let's move on to the nitty-gritty. Who am I writing to?

• DO: Try to track down the name of the hiring manager, using LinkedIn or the company website or Lead411. If you can't find it, you can name the team you're applying to (such as "The LEED Projects Team," "The Marketing Department"). And if you manage to find their name, spell it correctly!

• DON'T: Address it to "Dear Sirs" or anything that's gender specific, unless you know who's going to be reading the cover letter (in which case, you should be using their name).

What am I writing?

• DON'T: Send a generic cover letter. There's nothing worse than reading a cover letter that the applicant has obviously put no thought into at all (or has leftover remnants of its previous incarnation for a totally different and unrelated position). If you're not going to bother making it at least tangentially relevant to the position you're applying for, you'd be better off leaving it out entirely.

• DO: Follow James Dilworth's advice for how to craft a cover letter. Someone in our community sent us this link to his Craigslist "Best of" post on how to apply to a job, and we generally couldn't agree more with his thoughts. Basically, DO NOT write a cover letter that sounds like every other person's cover letter. Use bullets where appropriate to pull out the most important ideas; use precise language and specific examples instead of generic language; do not exceed a page (aim for about half a page). See our sample cover letters below.

• DON'T: Include random keywords at the bottom of your resume and/or cover letter. We've seen people do this -- including companies they haven't worked for, products they haven't sold, universities they haven't attended. Yes, some applicant tracking systems will generate an "automated" match based on word matching, but regardless of whether you make that first cut, your dishonesty/trickery in that first round will not go unnoticed, and you will probably just annoy the hiring manager that has to read your cover letter that's irrelevant to their position.

How should I send it?

• DO: Follow all instructions. Send your resume to the right place, with the right subject header if the company specifies it, and with all the required questions answered. That's not to say you can't embellish here and there, but you need to make sure your resume makes it to the right place. Many companies use automated forwarding systems depending on the title, or can only receive applications through their website.

• DO: Copy the text of your cover letter in to the body of an email, if that's how you're

Page 2: Dos and Donts of Cover Letters - Bright Green Talent

Learn more at www.brightgreentalent.com! © Bright Green Talent 2009

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applying. It increases the chances of your note being read, or something in the cover letter sparking interest in the hiring manager at first glance. Otherwise, we'll likely go straight for your resume, and if we have no context for why you're interested, we might just move right on to the next candidate.

• DON'T: Upload or submit a cover letter with the document title resembling anything like "Generic Cover Letter" (this only applies if you're uploading it on a site; otherwise it shouldn't have a title, per advice on copying & pasting above).

A couple other thoughts:

• DON'T: Forget to spell check. There's no excuse for grammar or spelling errors in the age of automated spell check.

• DO: Get the name of the company (including spelling) right. You have no idea how many times I've read cover letters saying how enthusiastic people are about working at "Big Green Talent." Double check you're getting the position title and company right.

• DON'T: Say anything snarky about the company in your cover letter. For example, I saw this one come through recently: "I'm glad I came across Bright Green Talent as I was jobseeking, as I honestly can't say I'd heard of your company before, which is especially strange considering I was working previously for one of the most innovative, eco-friendly companies in the area." Okay, maybe we're being sensitive, and they did specify they were glad to find us, but if it doesn't help, don't bother.

Page 3: Dos and Donts of Cover Letters - Bright Green Talent

Learn more at www.brightgreentalent.com! © Bright Green Talent 2009

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Sample Cover Letters The Boring: Dear Sir/Madame, I am writing to apply for the position of Recruiting Consultant with Bright Green Talent, a position I found listed on GreenBiz. I believe that my exceptional communication skills and passion for green business would allow me to excel in the role. After extensive research, I am convinced that my unique background and work history make me the best candidate for this position and the growth of your team. I recently received a Master's in Environmental Studies from XXXXX University, where I gained invaluable communication abilities and a deep understanding of the environmental challenges facing ours and future generations. Before receiving my Master's, I worked as a consultant at XXXX Company, where I developed my analytical skills and the ability to finish projects on time without significant oversight or guidance. Personally, I am an entrepreneurial and reliable person and work well with a team or independently. I am passionate about environmental issues and would love to join your team in working towards a brighter future. To conclude, I believe that my personal, professional and educational background prepare me to be a key player in growing out your company. I look forward to discussing employment opportunities with you in the near future. I am available for an interview at your earliest convenience. Thank you in advance for your consideration. Sincerely, Carolyn Mansfield

What's wrong with this picture?

• Take a step back -- you could substitute almost any other company name in the green sector for

Bright Green Talent. This person claims to have done "extensive research," but doesn't demonstrate that at all. What particular initiatives at the company are interesting to you? What's the biggest news at the company recently? Showing you've done your homework and thought about the fit will help convince the employer you're serious about pursuing the role.

• There isn't a single concrete example in here of how the applicant has experience doing the types of tasks they'd be required to do in the new role. Be as specific as possible.

• Like you learned in 5th grade English class: show, don't tell. Actions and achievements speak louder than fluffy language (what does "exceptional communication skills" even mean?).

• We don't see any of the person's motivations. Why did they go back to get a Master's? What areas of study were particularly interesting? What types of projects most inspired them and make them want to work with Bright Green Talent?

• Use the job description and go through point by point - what are the qualities they most need? How does your own experience map to those needs? The more concrete you can get, the better off you'll be.

Page 4: Dos and Donts of Cover Letters - Bright Green Talent

Learn more at www.brightgreentalent.com! © Bright Green Talent 2009

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The Bright Green: Christina, I was thrilled to come across Bright Green Talent's advertisement for a Recruiting Consultant on GreenBiz.com. As an engaged environmentalist with a passion for people and positive psychology, I've kept an eye on your company with great interest as you've grown your brand and presence. I would love to join your team and help channel more talented people into meaningful careers. I think I'd be a great addition to Bright Green Talent's recruiting team for three main reasons: 1. I'm a people person. Your ad called for someone with strong phone skills, ability to network, and an outgoing personality. In my prior work as a consultant, I developed my skills in all three areas: I managed clients remotely and coordinated teams of consultants working in our company's 5 national branches, doubled my team's number of projects in one year through active business development, and received an employee award for active engagement in my company's volunteer programs. If possible, I'd like to channel this experience towards helping Bright Green Talent enrich its partnership with Solar Richmond and expand the company's non-profit partnership program. 2. Passion for sustainability. After 3 years in traditional management consulting, I returned to XXXX University to pursue a degree in Environmental Studies with a focus on the educational system. I wrote my master's thesis on how universities are integrating sustainability issues into traditional academic frameworks in order to prepare students for the 21st century's resource management challenges. This unique background in training and preparation would translate well to helping talented recent graduates find the first steps in their "green career." 3. Entrepreneurial drive and work ethic. I am aware that Bright Green Talent is a small team and that each person must operate relatively independently. In my past consulting role, I took a leadership position in each of the project teams I worked on and operated efficiently on remote teams where I had to self-impose deadlines and goals. Overall, I'd love to add my skills and perspective to Bright Green Talent's team and add my passion for people and sustainability to the efforts to grow the business. Feel free to reach out if you have other questions. I look forward to hearing back from you! Cheers, Carolyn