There’s no covering up a bad cover letter…
While it’s easy to feel like your CV is the main event of your job application, you should never underestimate the power of a good cover letter. It’s your first real chance to speak directly to an employer, show your personality, and prove why you are the perfect fit for the role. But how do you ensure yours stands out from the crowd for the right reasons?
To point you in the right direction, here are five of the most common cover letter mistakes that could be costing you the job (and how you can fix them):
1. Using the same cover letter for every single job
If you’re guilty of sending identical cover letters for every single role, stop right now. It may save you time, but it almost certainly won’t get you the job.
A generic ‘stock’ cover letter is easy to spot. It usually consists of vague phrases, offers no specificity about the company or sector, and reads like a template. To a hiring manager, this indicates a lack of genuine interest – not to mention laziness. If you can’t be bothered to tailor your application to them, why should they be bothered to interview you?
Instead, you need to make it personal. Always refer to the job by its specific title and explain how your unique skills could benefit that specific company.
After all, the employer wants to know how you could be an asset to them personally. They aren’t likely to be impressed by someone who assumes all roles and companies in an entire sector are exactly the same.
Do say: ‘I’ve been following [company Name] for many years now, and your recent success in the fintech sector makes you stand out from the competition. I believe my skills in data analysis from my time at [Previous company] could help your team thrive further in its need for a Senior Analyst.’
Don’t say: ‘I think I’d be a great fit for this position at *wrong company name*, and am keen to enter this thriving industry.’
2. Being overly personal
Maybe you’ve been unlucky in love recently. Maybe you’re struggling to pay the rent. Or maybe your ‘lucky interview socks’ developed a hole, inevitably causing your most recent rejection. Life is tough sometimes – we get it.
But that doesn’t mean this information belongs in your cover letter.
It is never okay to talk about your private life or share irrelevant details on a professional document, and it definitely won’t improve your employability. Other personal topics – such as badmouthing your previous boss, giving overly detailed justifications for career breaks, or explaining why you hate your current commute – also fall firmly under the ‘do not mention’ category.
Keep it to the point and focus entirely on the job you are applying for; because nobody is going to fall for the ‘pity vote’.
Do say: ‘During my seven years of experience in digital marketing, I have gained skills in SEO, PPC, and content strategy. A recent example of this included increasing organic traffic by 40%, and I strongly believe that these skills could be utilised to help [company Name] succeed in their mission of expanding their online reach.’
Don’t say: ‘I left my last role on bad terms because my manager was a nightmare and didn’t appreciate my genius.’
3. Making it all about you
Always remember that your application isn’t based on what you want. It’s all about what the employer wants.
Sure, you should talk about your achievements, skills, and experience—but only if they relate directly back to the vacancy you are applying for.
Avoid detailing your hopes and dreams, and don’t explain what you would personally get out of the job (e.g., ‘this would be a great stepping stone for me’). Because a cover letter isn’t about being able to fulfil your objectives; it’s about proving to a recruiter that you have what it takes to fulfil theirs.
Place emphasis on what they would get out of employing you, whilst explaining how your specific skills could help them solve their problems.
Do say: ‘My enthusiasm and dedication to sales has resulted in me acquiring a range of different negotiation skills, proven most recently by exceeding my annual target by 15%. This role requires a wealth of knowledge on B2B sales, and my track record directly proves my expertise in this particular area.’
Don’t say: ‘I’ve always been interested in entering the sales sector, and I’d like to gain further experience and build on my current skills. It would also be a great opportunity for me to do what I love.’
4. Drawing attention to your weaknesses
A recruiter isn’t interested in what you can’t do – they want to know what you can do.
If you are lacking experience in certain areas but have strengths in others, focus on your strong points. Negativity has no place in a cover letter so if a sentence doesn’t prove why you should get the job, it’s probably not worth including.
Additionally, confidence is key when it comes to job hunting. A recruiter is unlikely to be blown away by anyone who doubts their own suitability for the role. Apologising for a lack of skills just draws attention to your application for all the wrong reasons.
Remember: if you don’t think you have the right skills for the job, it’s unlikely the hiring manager will either.
Do say: ‘My experience in retail management has given me transferable skills in team leadership and conflict resolution, which makes me well-positioned to take on this Office Manager role.’
Don’t say: ‘Although I don’t have any experience in office management and I’ve never used the software you mentioned…’
How to answer: What are your weaknesses?
5. Skipping the cover letter entirely
Think you can skip the cover letter if the job posting doesn’t specifically ask for one? Not so fast.
Leaving it out means missing a prime chance to stand out, showcase your personality, and prove you’re willing to go the extra mile.
Unless the employer specifically tells you not to include one, always attach a cover letter. Because although your CV will tell the employer everything they need to know about your skills, experience, and qualifications – a cover letter gives you the chance to expand on this information, without making your CV too wordy or hard to digest.
And if you add one without being prompted, there’s a good chance you’ll stand apart from candidates who chose not to make the extra effort.
So less competition, and you get to show your initiative. It’s a no-brainer.
Do say: ‘I’ve attached my cover letter to offer more insight into how my experience aligns with your needs and to show my enthusiasm for joining your team.’
Don’t say: ‘I don’t have a cover letter’.
Cover letter examples and samples
6. Failing to address gaps in your work history
Leaving unexplained gaps in your CV is a classic cover letter mishap.
Because although your CV will show the times you weren’t working, it won’t explain why. To give the recruiter more context, use your cover letter to be resourceful, honest, and positive about the gaps in your work history.
Whether you spent a few months travelling, or you took some time out to explore your career options, being proactive about your reasoning is vital to ensure prospective employers don’t jump to any conclusions about your work ethic.
Just make sure you explain yourself in a professional manner. Bringing personal issues or unimpressive excuses into your job application is never a good idea – and lying isn’t either.
Do say: ‘During a career break to care for family, I developed time management and organisational skills that make me well-suited for your fast-paced office environment.’
Don’t say: ‘I haven’t worked for a while because of personal problems, but I’m hoping that won’t be an issue…’
How to explain a gap in your CV
7. Being too keen
Enthusiasm is good. Desperation is not.
Your application alone tells the recruiter you’re interested, so there’s no need to go overboard with unwarranted eagerness in your cover letter. Begging for the job isn’t going to add anything to your selling potential, and if you appear overeager, the recruiter will just assume you’re not actually that high in demand.
Instead, be enthusiastic about the position you’re applying for, and why you think their organisation would be a great company to work for. But try to keep all over-the-top adjectives and hyperbole to a minimum.
Because there’s a fine line between showing genuine interest and trying too hard…
Do say: ‘Your recent successes in sustainable energy attracted me to your company, and as the market leader in solar technology, [company Name] stood out to me as an ideal place to apply my engineering skills.’
Don’t say: ‘This is my absolute dream job. I want it more than anyone else, and I would do anything to work for you. Please…?’
Frequently asked questions
Should I include salary expectations in my cover letter?
Salary can be a tricky topic, but don’t let it trip you up in your cover letter. Unless the employer specifically asks for your salary history or expectations in the job advert, it’s best to leave it out for now. If you are asked, keep things flexible – provide a salary range based on your research, or let them know your expectations are negotiable. That way, you’ll show you’re both prepared and adaptable, which is exactly what employers like to see.
Should you submit a cover letter if it’s not requested?
Unless the job advert specifically tells you not to, always include a cover letter – even if it’s not requested. It’s your chance to stand out, add extra context to your application, and show initiative.
How do I write a cover letter for a speculative application?
When writing a speculative cover letter, clearly state the type of role you’re interested in, highlight your relevant skills, and mention something specific about the company that appeals to you. Show you’ve done your homework and explain how your goals align with the company’s direction.
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