What to Include in a Cover Letter? The Complete Guide for Job Seekers

Last Tuesday, I watched my mate James stare at his laptop for two hours, cursor blinking mockingly in an empty document. "What the hell am I supposed to write in this cover letter?" he muttered, looking like he'd rather wrestle a bear than craft three paragraphs.

Sound familiar?

Here's the brutal truth: 76% of hiring managers won't even glance at your CV if your cover letter is rubbish. Yet most people treat cover letters like that awkward small talk at the office Christmas party—necessary but painful, generic and forgettable.

But what if I told you that knowing exactly what to include in a cover letter could be your secret weapon? The difference between landing interviews and collecting rejection emails often comes down to those crucial 200-300 words that most job seekers completely botch.

Ready to transform your cover letter from a boring afterthought into an interview-generating powerhouse? Let's dive into exactly what hiring managers actually want to see—and what makes them immediately bin your application.

The Essential Elements Every Cover Letter Must Have

Your Professional Header

First impressions matter, and your header is literally the first thing hiring managers see. Get this wrong, and you're already fighting an uphill battle.

What your header must include:

Your full name in a larger, professional font
Your email address (please, for the love of all that's holy, use something professional—not partyboy2000@hotmail.com)
Your phone number with proper international formatting if applying globally
Your LinkedIn profile URL if it's polished and professional
The date you're sending the application

Professional addressing:
Hiring manager's name (research this—"Dear Sir/Madam" screams lazy)
Their job title if you know it
Company name spelled correctly (you'd be amazed how many people get this wrong)
Company address or department

What are the rules of a cover letter? Rule number one: your header should look professional and make it easy for employers to contact you. This isn't the place for creativity—it's about clear, accessible information.

The Opening That Actually Gets Read

Your first sentence determines whether the hiring manager keeps reading or moves to the next application. No pressure, right?

What makes a strong opening:

Specific role reference: "I'm writing to apply for the Digital Marketing Manager position advertised on your careers page"
Immediate value proposition: Mention your most relevant qualification or achievement
Company connection: Reference something specific about the company that drew you to apply

What is the first sentence of a cover letter? It should immediately establish who you are, what you want, and why you're worth their attention.

Avoid these soul-crushing openings:

• "I am writing to express my interest..." (generic and boring)
• "Please find attached my CV..." (states the obvious)
• "I saw your job posting online..." (zero effort demonstrated)

Instead, try something like: "As a digital marketing specialist who increased online engagement by 300% at my current role, I'm excited to apply for the Digital Marketing Manager position at [Company Name]."

The Body: Where You Actually Sell Yourself

This is where most people either shine or spectacularly fail. The body of your cover letter should be 1-2 focused paragraphs that directly connect your experience to their needs.

What must you include in a cover letter body:

Relevant achievements with specific numbers and results
Skills that match the job description (mirror their language where appropriate)
Evidence of company research showing genuine interest
Your unique value proposition that sets you apart from other candidates

The three main things needed in a cover letter:

1. Why you want this specific job at this specific company
2. What you can offer them based on your experience and skills
3. How you'll add value to their team or solve their problems

Should I list my skills in a cover letter? Yes, but strategically. Don't just list them—demonstrate them through specific examples and achievements.

According to Indeed's global career guidance, the most effective cover letters show rather than tell, using concrete examples to illustrate your capabilities.

The Closing That Compels Action

Your closing paragraph should leave them wanting more—specifically, wanting to interview you.

Essential closing elements:

Reiterate your interest in the specific role and company
Mention next steps professionally ("I look forward to discussing...")
Professional sign-off (Yours sincerely if you know their name, Yours faithfully if you don't know it, or Best regards/Kind regards for international applications)

What is the star method in a cover letter? While typically used in interviews, you can apply STAR (Situation, Task, Action, Result) in your cover letter to structure achievement examples effectively.

What NOT to Put in Your Cover Letter

The Deadly Don'ts

Knowing what to exclude is just as important as knowing what to include. These common mistakes can instantly disqualify your application.

What should a cover letter not contain:

Salary expectations unless specifically requested in the job posting
Personal information like age, marital status, photos, or family details (note: requirements vary by country)
Negative comments about current or previous employers
Irrelevant personal hobbies (unless directly job-related)
Repetition of your entire CV/resume (that's what the CV is for)
Lies or exaggerations (they'll find out, and it'll be awkward)

What is a bad cover letter? One that's generic, filled with clichés, contains errors, or focuses more on what you want than what you can offer.

Common mistakes to avoid:

Grammar and spelling errors (use spell-check, then proofread again)
Wrong company name (yes, people actually do this)
Generic templates that could apply to any job
Overly casual language (save the banter for after you're hired)
Excessive length (one page maximum)

The Things That Make Hiring Managers Cringe

What is a common mistake to avoid in a cover letter? Treating it like a formality rather than a sales pitch. Your cover letter should complement your CV, not repeat it verbatim.

Cringe-worthy content includes:

Desperate language: "I'll do anything for this job"
Obvious statements: "I'm a hard worker" (prove it instead)
Clichés: "Think outside the box," "hit the ground running"
TMI moments: Personal struggles or oversharing
Arrogant assumptions: "I'm perfect for this role"

The Five Critical Points Every Cover Letter Needs

1. Your Strongest Professional Achievement

What are the five points that must be included in a cover letter? Start with your most impressive, relevant achievement that directly relates to the role you're applying for.

How to present achievements effectively:

Use specific numbers and percentages
Show the impact of your work
Connect it directly to the job requirements
Make it memorable and unique

Example: "In my previous role, I streamlined the customer onboarding process, reducing setup time by 40% and increasing customer satisfaction scores from 3.2 to 4.7 out of 5."

2. Specific Company Knowledge

Do hiring managers look for a cover letter? Absolutely, and they want to see that you've done your homework about their company.

What to research and mention:

Recent company news or achievements
Their values and how you align with them
Specific challenges they're facing that you could help solve
Industry trends affecting their business

This shows genuine interest rather than mass-application laziness.

3. Direct Skills Match

What makes a cover letter stand out? When it clearly demonstrates how your skills directly address their specific needs.

How to match your skills effectively:

Mirror keywords from the job description
Provide context for how you've used these skills
Show progression and development in these areas
Connect skills to tangible results

4. Your Value Proposition

What is usually an employer's first impression of you? Your cover letter, so make it count by clearly articulating what unique value you bring.

Craft your value proposition by answering:

What problem do you solve for employers?
What makes you different from other candidates?
What specific results can you deliver?
How will you contribute from day one?

5. Professional Enthusiasm

Can a bad cover letter hurt my chances? Absolutely. Conversely, genuine enthusiasm properly expressed can significantly boost your chances.

How to show enthusiasm professionally:

Reference specific aspects of the role that excite you
Mention company projects or initiatives you admire
Explain how this role fits your career goals
Use positive, forward-looking language

Strategic Cover Letter Writing for Different Scenarios

For Entry-Level Positions

How do I end a cover letter? For entry-level roles, focus on potential, transferable skills, and eagerness to learn.

What to emphasise:

Academic achievements and relevant coursework
Internships, part-time jobs, or volunteer work
Transferable skills from various experiences
Genuine enthusiasm for the industry
Learning agility and adaptability

What three things should every cover letter contain? For new graduates: 1) Educational credentials and relevant projects, 2) Transferable skills from any work experience, 3) Genuine passion for the industry and role.

For Career Changers

What should a cover letter not contain? Don't focus too much on why you're leaving your current field—focus on what you're bringing to the new one, regardless of geographic location.

Strategic elements for career changers:

Transferable skills that apply to the new industry
Relevant training, courses, or certifications you've completed
Connection between your previous experience and new role
Clear narrative about your career transition logic

For Senior-Level Roles

Which six things should you include in a cover letter? For senior positions globally: 1) Leadership achievements, 2) Strategic impact, 3) Industry knowledge, 4) Team building experience, 5) Problem-solving examples, 6) Vision for the role.

Senior-level focus areas:

Strategic thinking and vision
Leadership and team development achievements
Industry expertise and thought leadership
Measurable business impact
Stakeholder management experience

Modern Cover Letter Trends and Best Practices

Digital Age Considerations

What does a cover letter look like? Modern cover letters globally are typically one page, professionally formatted, and optimized for both human readers and ATS systems.

Digital formatting best practices:

Clean, professional fonts (Arial, Calibri, Times New Roman, or similar)
Consistent formatting throughout
ATS-friendly layout without tables or graphics
PDF format to preserve formatting across different systems
Mobile-friendly design for easy reading

ATS Optimization

How long should a cover letter be? Typically 200-400 words, formatted to pass through Applicant Tracking Systems effectively.

ATS-friendly strategies:

Use keywords from the job description naturally
Avoid fancy formatting or graphics
Save as both .pdf and .docx versions
Use standard section headings
Include relevant industry terms

Research from AI Apply suggests that cover letters optimized for both human readers and ATS systems have significantly higher success rates.

Personalisation at Scale

How do I send a cover letter? Most applications are now submitted online, but the personalisation principles remain the same.

Efficient personalisation strategies:

Create modular templates for different role types
Research companies efficiently using their websites and LinkedIn
Develop a system for tracking applications and customizations
Maintain authenticity while using template elements

Your Cover Letter Action Plan

The Essential Checklist

What is the star method in a cover letter? Use it to structure your achievement examples: Situation, Task, Action, Result.

Before sending any cover letter, verify:

Content accuracy: Names, company details, role title correct
Spelling and grammar: Zero tolerance for errors
Relevance: Does it address their specific needs?
Length: One page maximum, scannable format
Call to action: Clear next steps mentioned

The 15-Minute Cover Letter Framework

How do I write a cover letter for a job? Use this efficient framework for quick but effective cover letters:

Minutes 1-3: Research the company and hiring manager
Minutes 4-7: Outline your key achievements relevant to the role
Minutes 8-12: Write the cover letter using your template
Minutes 13-15: Proofread and customize for this specific application

Common Questions Answered

Do cover letters matter? Yes, especially for competitive roles where they help differentiate candidates.

How do I know if my cover letter is good? It should clearly connect your experience to their needs, show company knowledge, and be error-free.

What is an attribute of a well-written covering letter? It reads like a professional conversation, not a formal essay, while maintaining appropriate tone and structure.

Is a cover letter a resume? No, they serve different purposes. Your CV lists your experience; your cover letter explains why that experience makes you perfect for this specific role.

Should I brag in a cover letter? Present achievements confidently with specific evidence, but avoid arrogant language or unsupported claims.

Should a cover letter repeat the content of your CV? No, it should complement and expand on relevant CV points while showing personality and fit.

Your Next Steps to Cover Letter Success

What to include in a cover letter isn't rocket science, but it does require strategy, research, and attention to detail.

Your immediate action plan:

Week 1: Audit your current cover letter against this guide
Week 2: Research 5-10 target companies thoroughly
Week 3: Create modular templates for different role types
Week 4: Practice the 15-minute framework with real applications

Remember the golden rule: Your cover letter should make the hiring manager think, "I need to speak with this person." Everything you include should serve that purpose.

What are the three main things needed in a cover letter? Connection to the role, evidence of your value, and genuine enthusiasm for the opportunity.

The ultimate test: If a hiring manager reads your cover letter and can't immediately see why you'd be great for this specific role at this specific company, you need to revise it.

Your cover letter isn't just about what you include—it's about how strategically you include it. Make every word count, every sentence earn its place, and every paragraph move you closer to that interview invitation.

Ready to write cover letters that actually get read? Remember: research thoroughly, write strategically, proofread obsessively, and always focus on what you can do for them, not what they can do for you.

The perfect cover letter doesn't exist, but the effective one does. It's the one that gets you the interview. Now go write yours.

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For more expert advice on cover letter writing, explore comprehensive cover letter guidance and modern cover letter strategies for global job seekers.