Writing a Winning Cover Letter: What Recruiters Want to See

A well-crafted cover letter can make all the difference in landing your dream job. While your resume lists your experience, your cover letter is your chance to tell your story, showcase your personality, and convince recruiters why you’re the perfect fit for the role.

But here’s the thing—most cover letters miss the mark. Many are too generic, too long, or simply repeat the resume. So, what do recruiters really want to see in a cover letter? Here’s how to make yours stand out.

1. A Strong, Personalised Opening

Recruiters receive dozens—sometimes hundreds—of applications per job. If your cover letter starts with “To Whom It May Concern” or a generic “I am applying for the [Job Title] position,” you’ve already lost their interest.

What to do instead:

• Personalise it – Address the letter to a specific hiring manager when possible. If you can’t find a name, “Dear Hiring Manager” works better than a generic greeting.
• Start with impact – Grab attention by showing enthusiasm or stating a compelling reason why you’re interested in the role.

🔹 Example:

“Dear [Hiring Manager’s Name], I’ve been following [Company Name] for years, and when I saw the opening for [Job Title], I knew I had to apply. With my experience in [relevant skill/industry], I believe I can contribute to your team’s success.”

2. Show, Don’t Just Tell

Recruiters want to see proof of your skills, not just claims. Avoid overused phrases like “I am a hard worker” or “I have strong communication skills” without backing them up with examples.

What to do instead:

• Highlight specific achievements that align with the job requirements.
• Use numbers and metrics to show impact.
• Keep it brief but powerful—recruiters scan cover letters quickly.

Example:

“At [Previous Company], I led a marketing campaign that increased engagement by 40% and boosted conversions by 25%—results I’m eager to bring to your team.”

3. Explain Why You’re the Right Fit

A winning cover letter connects your skills and experiences to the specific job and company. Don’t just rehash your resume—explain why your background makes you the perfect candidate.

What to do instead:

• Research the company’s goals, culture, and challenges.
• Show how your skills can solve a specific problem or contribute to their success.
• Express enthusiasm for the company, not just the job.

Example:

“Your company’s commitment to innovation in [industry] excites me. With my experience in [relevant skill], I believe I can help drive [specific company goal].”

4. Keep It Concise & Well-Formatted

Recruiters spend less than a minute scanning cover letters. If yours is a wall of text or stretches beyond one page, it may not get read at all.

What to do instead:

• Keep it to three to four short paragraphs.
• Use a clean, professional format with plenty of white space.
• Avoid fluff—every sentence should add value.

5. End with a Strong Call to Action

Instead of just thanking the recruiter for their time, end with confidence and initiative.

Example:

“I’d love the opportunity to discuss how my skills can contribute to your team. I am available at your convenience and look forward to hearing from you.”

What to do instead:

• Express interest in the next step (interview, further discussion).
• Show enthusiasm without sounding desperate.
• Include your contact information so they can easily reach you.

In Conclusion

A great cover letter isn’t just about summarising your resume—it’s about making a connection with the recruiter and showing why you’re the best fit for the role.

By personalising your introduction, showcasing achievements, aligning with company needs, keeping it concise, and ending with impact, you’ll create a cover letter that gets noticed!