Creative cover letters

Creative Cover Letters
Presented by Donna Shannon
The Personal Touch Career Services
720-452-3400
donna@personaltouchcareerservices.com

The Personal Touch Career Services
• Our Mission: To help job seekers of all levels achieve
their employment goals through solid, practical advice
and services
 Resume services, interview coaching, job search strategy
development and group classes
 Over 8 years in corporate recruitment & placement
 Donna’s book, “Get a Job Without Going Crazy”
(c) Donna Shannon, 2010

DO I REALLY NEED A COVER
LETTER?

Yes!
• Never pass up a marketing opportunity
• Use to focus and customize to the individual
or the company
• Persuade and engage a jaded audience

More reasons to send a cover letter:
• To survive the HR screening
• To be seen as a professional
• To operate on the highest level

The Modern Call for Creativity
From Craftsy.com – October 2016:
• We want to learn more about you! Instead of a
traditional cover letter, we'd like you to respond to
the following questions:
– Tell us about a time when you improved a process.
– Please review the YouTube channel Man About Cake.
– Why do you think Craftsy has launched this channel in
addition to our main Craftsy channel?
– What digital marketing channel do you think Craftsy
should invest the most in and why?

Repeat after me:
• I will always send a cover letter, no matter
what!

WHY CREATIVITY COUNTS

Creativity can open doors
• We hire people, not robots
• Social media is making everything personal
• Stand out from the crowd

Don’t be this guy…

Rules you can’t escape
• Start with an attention-grabbing introduction
followed by supporting evidence
• Say what you want
• Include your contact information

Make an Impact
• Remember, it is not about you…
– It is about the Employer’s Needs
– Research the company and the individual
managers
– Use terminology, products or services unique to
them

CREATIVE TACTICS

Unusual introduction
• Rather than relying on a stale and boring
standard introduction, capture the
imagination of the reader by setting a
scene…

Interesting introduction
Formula:
• Start with an image
that embodies their
predicament
• Slide in where you saw
the job
• Back it up with some
proof
• Conclude with contact
info

Unusual introduction- a closer look
• In this flooded job market, finding a good
_____________ (your job title) can be as easy
as picking out a new shirt at the mall. However,
finding that perfect candidate who can balance
_________ (your top skill) with an in-depth
understanding of _______________ (your
industry or their main need) can be more
challenging. That is more like having a tailor-
made garment that fits to perfection.

Strong statement
• Think you’ve got a strong selling point? Lead
with that strength…

Strong statement formula
Pick two top skills to highlight
Sneak the job title and where
you saw it into the first
sentence
Refer to your resume for
proof
Conclude with contact
information

Strong statement- a closer look
• “I am certain that every candidate's resume
that you have received for your ________
(job title) position listed on ____________
(where you saw it) is claiming to be
___________ (top skill #1) and _________
(top skill #2). I am no different - but as you
will see in reading over my attached resume,
my experience supports my claims.”

Question and answer
• Do you understand the core nature of the
job? Make it a question you ask the
employer – with you as the answer, of course

Question & answer formula
• Ask what is the single
greatest asset for the job
• State what your top ability
is as the possible answer
• Tie in that you meet this
requirement
• Fill in with a solid example
from your experience
• Conclude with your
contact info

Question & answer- a closer look
• “What could possibly be the single greatest
asset of any ___________(job title)? The
ability to ____________ (skill or attribute #1)
and _________________ (skill or attribute
#2) would have to rank pretty high – I know
it certainly did in my _____________
(related experience).”

The “T” Letter
• The T letter makes direct reference to the job
description and how you meet the
requirements…

The T Letter
• Use a standard
greeting
• Pull their
qualifications from
the job posting
• Write how you
meet the
requirement

Understanding of the industry
• Know a lot about the industry, including it’s
quirks, challenges and rewards? Tell us
about it…
(c) Donna Shannon, 2010, 2016

Understanding of the
industry formula
• Start with current news
• Write about your
understanding of the
industry
• Tie in your personal
experience
• Ask for the job your want
• Conclude with your
contact information

Understanding the industry- a closer
look
• After reading several articles about you and
your company ____________(where you saw
it), I have become increasingly impressed.
Specifically, I understand ___________ (draw in
their company vision or plans, especially as they
relate to industry changes or demands)….
• The rest is up to you – display your knowledge!

FINAL WORDS

Remember your audience
• Your target is NOT the HR department- it is the
HIRING MANGER
• A well-written cover letter placed in the right hands
can:
• Open doors
• Resurrect a cut candidate
• Snag the interview

Donna Shannon
720-341-8229
donna@personaltouchcareerservices.com
www.personaltouchcareerservices.com
www.LinkedIn.com/in/donnashannon
Twitter: @DLShannon

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