A general cover letter, often called a letter of interest or a prospecting letter, is a tool for proactively engaging with a company you admire, even when no specific job is advertised. Its main purpose is to make a connection and express your interest in contributing to their team. This type of letter allows you to tap into the “hidden job market,” where opportunities may exist but are not publicly posted. By reaching out directly, you demonstrate initiative and a genuine enthusiasm for the organization.
Researching the Company
Before writing, dedicate time to thorough research. A “general” letter must not be generic; its power lies in its specificity. The goal is to understand the company on a deeper level so you can tailor your message effectively. Start by examining the company’s official website, paying close attention to the “About Us,” “Mission,” or “Values” pages. This will give you a sense of their core principles and culture.
Look for recent news, press releases, or project announcements. Understanding their recent accomplishments or upcoming initiatives provides a timely and relevant hook for your letter. This research helps you align your own skills and experiences with the company’s current trajectory and potential needs.
Structuring Your General Cover Letter
A professional and organized structure is fundamental to making a positive first impression. Your general cover letter should follow the standard business letter format. At the top of the page, include your contact information: your full name, address, phone number, and email address.
Below your details, add the date. This is followed by the company’s contact information. Whenever possible, try to identify and address the letter to a specific person, such as a department head or a hiring manager, which you may find through the company website or LinkedIn. A professional salutation, like “Dear Ms. Penson,” is much more effective than a vague greeting. The body of the letter comes next, followed by a professional closing such as “Sincerely” or “Best regards,” and your typed name and signature.
Highlighting Your Value Proposition
The body of your letter is where you make your case. Without a specific job description to guide you, your task is to connect your abilities to the company’s perceived needs based on your research. Instead of listing every skill you possess, select two or three of your most compelling accomplishments or strengths. The goal is to demonstrate how these specific attributes can provide tangible benefits to the organization.
For instance, if your research revealed the company is expanding into a new market, you could highlight your experience in market analysis or international business development. You might phrase it by saying, “I noted your recent expansion into the European market and believe my five years of experience managing cross-border logistics and navigating international trade regulations could support a smooth and efficient scaling process.” This approach shifts the focus from what you want to what you can offer.
When detailing your accomplishments, use concrete examples and metrics to add weight to your claims. Rather than simply stating you have strong project management skills, describe a project you led, its successful outcome, and the impact it had, such as completing it under budget or ahead of schedule. By directly linking your proven successes to the company’s goals or recent activities, you create a powerful narrative that showcases your potential value.
Crafting a Compelling Call to Action
The final paragraph of your letter should propose a clear next step, but its tone and request will differ from a standard application. Your goal is not to demand an interview for a non-existent job, but to initiate a conversation. The call to action should be proactive and professional, expressing your desire to connect and learn more while reinforcing your value.
You have several options for how to frame this request. One effective approach is to ask for a brief informational interview. You could write, “I would welcome the opportunity to briefly speak with you about your department’s goals for the upcoming year and how my background in [Your Skill] might be of service.”
Another option is to express your interest in being kept in mind for future opportunities that align with your qualifications. A third strategy is to directly link your offer to a specific company objective you uncovered during your research. For example, “I am confident that my experience in [Your Accomplishment] could contribute to your new sustainability initiative, and I would appreciate the chance to discuss this further.”
Common Mistakes to Avoid
To ensure your letter is as effective as possible, it is helpful to be aware of common missteps. A primary error is sending a generic, untailored letter to multiple companies. Another frequent mistake is focusing too much on what you hope to gain from the company rather than what you can contribute. Always proofread your letter multiple times to eliminate any typos or grammatical errors, as these can detract from your professionalism. Finally, avoid using a vague salutation like “To Whom It May Concern.”