Covering letters, Application Forms, Research, Preparation and Planning your
Strategy for Success.

You feel you have discovered the job of your dreams and now you can’t wait to start. You may already believe that you are the ideal candidate for the company but how do you go about getting that all-important first interview? We will assume that you have compiled a professional cv and that your profile qualifications and experience is compatible with that specified on the advertisement so the following should give you some direction in planning your strategy for success!

There is an old saying that “you never get a second chance to make a first impression” so you need to make it a positive one in order to succeed. This comes with research, planning and preparation so prepare yourself mentally as this will take a little while to complete. You may already have some knowledge of the company from the advertisement or from your personal experience but this would be a good
time to learn more.
The internet makes researching a company relatively painless and with search engines such as Google.com and Yahoo.com you can find a wealth of information regarding the company, its products, values, plans and philosophies. In addition, many company websites are used to promote product developments and business partners (Channel Partners) and through researching these partners you can also make yourself aware of a companies competitors and their products and strategies.
Think how much more confident you will feel armed with this information during your interview and also consider how your application letter will stand out compared to those from candidates that didn’t bother. In addition, many organisations recognise the contribution that good P.R. makes to their business and it may well be that you can get further information from the PR Officer / Department in that company
(Similarly, the Receptionist / Telephonist could also be well worthwhile chatting to, assuming that they have the time and that you approach them with honesty, courtesy and respect!) Local libraries, newspapers and recruitment offices may well be able to give you information or if the job is advertised via an Agency, be sure to ask lots of relevant questions, after all, they don’t get paid unless they fill the vacancy so its in their interests to support your application and coach / brief you fully.

We will now assume that you have researched the company and that you like what you see. Your cv is ready and that you now want to apply for the role. Firstly, read and pay special attention to the instructions for application. If the advertisement invites applications prior to the 28th of the month via post together with a hand written application letter and a recent photograph then generally there will be a justifiable reason for it. Similarly, you may be invited to simply e-mail your cv as a word document to a specified agency or to call an answering service to request an application form. You must consider this to be the first stage of the recruiter’s selection process and if you fail to comply with those instructions then your application will be disregarded.
It is worthwhile considering why a recruiter may be asking for a specific approach from you. Depending on the nature of the vacancy the recruiter may be looking to establish if you can follow simple instructions or whether you can utilise e-mail as a tool (having your own e-mail address goes some way to support this) similarly, asking for a hand-written letter to support your application will give you an opportunity to display your ability to create a covering letter as well as demonstrate the clarity of your handwriting! It is generally believed that poor handwriting is a demonstration of both laziness and a lack of concern / interest in the subject matter so invest your time
and take some care with it. Furthermore, if the role is for a customer-facing position and you are asked for a recent photograph, consider carefully what you use to support your application. Given the choice between one of you looking terribly bored and disinterested at a family wedding, one of you with your (drunken) friends half way through a wild night out or a pleasant picture of you looking relaxed and happy in
perhaps more formal surroundings or at home, which do you think would be the most appropriate first impression to give to a prospective employer?
Application forms are designed to gather as much information about your suitability as a recruiter feels appropriate. Some and more flexible that others while those relating to the Financial Services, Banking and Securities sectors have to be exact and specific as you may well need to be exactly referenced and researched if your application is to be successful. It is not unusual for this process to take several weeks or even months in some cases although sometimes referencing a candidate can be done quickly via the telephone. A good idea with application forms is to firstly photocopy them and attempt them first in rough before completing the original. This way you can make sure that your answers fit the form while not being surprised by apparently duplicate questions. Be aware that your application, like your cv, will form the basis for the interview so you should be honest and accurate in its completion or risk the embarrassment of exposure later.
The supporting / covering letter needs to support and endorse your application stating clearly and concisely why the company needs to employ you. There are no tricks to this and we will suggest a template for your use elsewhere in this section.
Firstly though, consider who will be receiving this letter and what will their circumstances be? If your application is directed towards a recruitment agency then yours may well be one of 400-500 that they receive each day. It is important to help these people make the most of your application by making it easy to recognise which position you have applied for and why. If you have responded directly to an employer, yours may well be one of 10 or 100+ letters that are opened every day, each of which is quickly scanned for relevance. It is estimated that like a first impression, your letter has between 15 – 30 seconds to make an impression that makes the reader want to discover more about you and read on.
Depending on the nature of your application, you should have a name and a reference for the position for which you are applying. If you are contacting a company from cold then your research should have determined to whom your letter should be addressed or at the very least you should direct your letter to the Departmental Head such as the Sales Manager or Company Accountant – again, your research will
assist you with individuals but be sure to clarify the correct spelling of the name and their full title.
At this point you can begin to construct your letter by utilising the information gained from your earlier research. By learning about what a company does and what their business plans for the future are, you can begin to present yourself in a relevant and positive light. This information will demonstrate that you have shown initiative and that you are genuinely interested in their company, it will also allow you to
personalise your approach to the style and focus of that specific business before that have even read your cv!

The structure of your letter should contain:
• An introduction - the reason for your letter / application
This introduction should be a single sentence that advises the reader which position you are applying for and where you saw it advertised / learned of the vacancy.
• Justification – why you are an appropriate candidate
Briefly describe your professional and academic qualifications and experience if appropriate. If there was an advertisement that specified essential / desirable skills then refer to these to highlight your suitability for the role.
• Reinforcement – emphasise what you could offer the company
Give a brief insight to what you feel you can offer the company and use specific examples from your career to support any claims that you may choose to make.
• Call to Action – request an interview / meeting
Invite a reply from the recruiter and establish that you are keen to meet with that person to discuss your application in greater detail and emphasise that you will be happy to do so at their convenience.
• Close
End your letter “Yours sincerely” and don’t forget to sign it! Ensure that your envelope is addressed in the same way as your letter and remember to enclose a copy of your cv and any relevant supporting documents that may have been requested.

There follows an example of an introductory / covering letter:
Your Name
123 Your Road
Your Town
County DB10 6TA
DD/MM/YYYY
Ms Linda Stebbing, Personnel Director
XYZ Insurance Company
71-98 High Street
Norwich
NR2 1BU
Dear Ms Stebbing,
I noticed your advertisement in the Evening Standard for a Silversmith (your reference NB99) and I have enclosed my curriculum vitea for your consideration. Your advertisement specifies that the successful candidate would benefit from an HNC in Mechanical Engineering, which I completed in 1996 when I also attended several vocational training seminars at Stevenage Polytechnic. In addition, you specified a thorough working knowledge of belt-driven propulsion systems, which I was fortunate enough to be trained in during my time with HRE Engineering.
Incidentally, I also studies advanced metallurgy and supervisory management which may well be of benefit with this role.
I am currently looking to apply my skills and experience within a more challenging environment and believe that you would benefit from my drive, enthusiasm and passion for this industry. In addition, I feel that my experience within the retail sector would prove to be beneficial within your company and that my training with HRE would add a different dimension to your forthcoming sales and marketing
initiative.
I look forward to the opportunity of meeting with you at your convenience when I will be happy to discuss this matter further.
Yours sincerely
Andy Candidate

If you would like your own copy of this document in PDF format click here