How To Write Speculative Cover Letter Uk

Speculative letters (by post or email) might work better than you think. They're a recognised way of communicating with employers who are not currently advertising for staff. If your message finds a decision-maker who has a problem or an opportunity, you could be in a meeting pretty fast. But consider if a letter out of the blue is the best method of connecting with an organisation – it's often more effective to get a warm introduction through existing contacts.

Be concise and to the point

Many speculative letters are pure time wasters. They make little attempt to understand the needs of the organisation, and are instantly considered as junk mail. Too many letters use dull, predictable wording, over-long introductions and explanations, and communicate too much using long paragraphs which will never be read. Get to the point quickly. Show, rather than tell, how you have the skills and know-how necessary to do the job – provide evidence in bullet point form. Get across key evidence from your CV, but avoid repeating exact phrases.

The first mistake is to believe that it sells you into a meeting. It won't. If you're lucky, it will simply persuade the reader to consider your CV. The only function of a cover letter is to get your CV read, and to get you a meeting. If your CV is a short book, your cover letter is like the blurb on the cover – it gives a reason to start reading. It should therefore flag up three or four strong items in your CV worth considering.

The second mistake is to rehearse every reason why you might get hired. Some candidates send in cover letters more than two pages long, crammed with information. Don't make the mistake of thinking that the longer you argue your case, the better your chances of an interview - the opposite is almost certainly the case. If you can't write a coherent one-page letter, what does that say about your communication skills in the job?

The employer is the focus not you

Try not to begin every sentence and paragraph with "I". Focus on the reader of the letter and his or her perspective. Your letter should say more about the employer than it says about you. State why you are attracted to the organisation and what you like about it. Research. Refer to the problems, opportunities and headaches your target company is facing. Remember Swot as a prompt: what can you say about a company's strengths, weaknesses, opportunities and threats? Try to work out the top half dozen or so priorities in the employer's mind and offer five or six matching pieces of evidence in your cover letter.

Why are you a good match?

Refer the reader to your enclosed CV, stating briefly why you are a good match as a candidate. Don't apologise in your letter for the lack of industry experience or your lack of a specific qualification. Select a range of achievements relevant to the needs of the organisation, and set out your top three or four as bullet points in the letter. This short burst of information is the element most likely to get you into a meeting.

Avoid the hard-sell

In the UK job market, selling yourself too hard can be counter-productive. Avoid the pushy assumptive close you see in some recommended formats: "I'll be calling you on Monday to discuss my application further", or "I will expect your call". Simply end your message stating that you'd like the opportunity to take the conversation further – they'll respond fast enough if they're interested.

Accuracy and research

Ensure complete accuracy in names and job titles, as well as the name of the organisation itself (plus the names of products or services). Cut and paste from previous letters with great care. Print a letter off and proof read it carefully before emailing.

Don't put anything in your cover letter which gives the reader an excuse to put it aside. For example, apologising for your lack of a particular requirement, mentioning your age, or referring to negative aspects such as why you left your last job.

Research the staff list of the organisation carefully to ensure your letter is read by the right decision maker. It pays to make some calls to anyone who knows anything about the organisation so you can find out who to approach and what you might say which makes your approach stand out. Remember that the organisation will be researching you in return – make sure your LinkedIn page is up to date and tells the story you want to get across. Telephone to check that your letter has been received by the intended recipient. If you get connected, ask one relevant question, and mention one reason why you might be able to help the employer, then suggest a meeting.

John Lees is a career coach, founder of John Lees Associates and author of Knockout CV.

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Write a cover letter for all speculative job applications

Learning how to write a speculative cover letter successfully can really pay off if you are looking to switch jobs or gain a step up in your career path. It shows you are pro-active, keen and can even get you considered for roles that are not advertised yet.  Getting the tone of a cover letter right, especially a speculative one, takes a lot of consideration. This article help you to:

  • Address the letter to the right person
  • Format it correctly
  • Say why you are a good candidate for the company, the position or the department.

Applying for a job without a formal invitation to do so does not mean that you are being presumptuous, so go for it!

Who to address a prospective cover letter to

When you are writing a cover letter for speculative application, it is advisable to address it to an individual if possible. Avoid sending a speculative cover letter to the HR department of a company or the sales director since these are likely to get nowhere.

Find out who the hiring decision maker might be in your field and address that individual directly. This may mean phoning to find out or looking up the relevant personnel details from the corporate website.

Bear in mind that addressing a prospective cover letter to the right person has twin benefits. Firstly, it will help you to get noticed by the right person. Secondly, it will show that you have done your research and this will demonstrate your professionalism in its own right.

How to format a speculative application

By setting out your cover letter formally, you stand a better chance of your speculative application succeeding. This means adding your name, address and the date on the top right and the addressee's details below this, on the left. Begin with 'Dear...' and end with 'Yours faithfully,' which is the correct format if you don't happen to already know the person you are writing to.

In the body of the letter, add three or four paragraphs. Begin by explaining that you are looking for work and try to be as specific about the sort of work you want, ideally highlighting why this means you have identified the company you are writing to as a potential employer.

Make a quick summary of your skills and what benefits you could bring to the organisation or company you are writing to. Separate each paragraph with a line break to make them more accessible and easy to read. Choose a professional looking font and avoid emoticons and slang.

What to say about yourself

When you are being speculative, it is best to keep your options open, so don't focus on one particular skill or qualification. Showing that you are an all-rounder can be much more effective than being a specialist.

Key information, such as stating that you are a second-jobber looking for career progress, can be helpful. These details are a chance to say that you are ambitious – something that most prospective employers want to hear. Make sure that you include a preferred means of contact, ideally your phone number or email address.

Don't sit back and think the job is done once your cover letter has been created and sent off. Follow up any that you send with a phone call after about one week. Even if your letter hasn't been read yet, this can help to personalise your contact and increases the chances of a positive outcome.


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