Creative Cover LettersPresented by Donna Shannon

The Personal Touch Career Services720-452-3400

donna@personaltouchcareerservices.com

(c) Donna Shannon, 2010

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?

(c) Donna Shannon, 2010

Yes!

• Never pass up a marketing opportunity

• Use to focus and customize to the individual or the company

• Persuade and engage a jaded audience

(c) Donna Shannon, 2010

More reasons to send a cover letter:

• To survive the HR screening

• To be seen as a professional

• To operate on the highest level

(c) Donna Shannon, 2010

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?

(c) Donna Shannon, 2010

Repeat after me:

• I will always send a cover letter, no matter what!

(c) Donna Shannon, 2010

WHY CREATIVITY COUNTS

(c) Donna Shannon, 2010

Creativity can open doors

• We hire people, not robots

• Social media is making everything personal

• Stand out from the crowd

(c) Donna Shannon, 2010

Don’t be this guy…

(c) Donna Shannon, 2010

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

(c) Donna Shannon, 2010

CREATIVE TACTICS

(c) Donna Shannon, 2010

Unusual introduction

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

(c) Donna Shannon, 2010

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

(c) Donna Shannon, 2010

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.

(c) Donna Shannon, 2010

Strong statement

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

(c) Donna Shannon, 2010

Strong statement formulaPick 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

(c) Donna Shannon, 2010

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.”

(c) Donna Shannon, 2010

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

(c) Donna Shannon, 2010

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

(c) Donna Shannon, 2010

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).”

(c) Donna Shannon, 2010

The “T” Letter

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

(c) Donna Shannon, 2010

The T Letter

• Use a standard greeting

• Pull their qualifications from the job posting

• Write how you meet the requirement

(c) Donna Shannon, 2010, 2016

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

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

(c) Donna Shannon, 2010

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!

(c) Donna Shannon, 2010

FINAL WORDS

(c) Donna Shannon, 2010

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 Shannon720-341-8229

donna@personaltouchcareerservices.comwww.personaltouchcareerservices.comwww.LinkedIn.com/in/donnashannon

Twitter: @DLShannon