How to write a cover letter that secures interviews

A strong cover letter can be the difference between being shortlisted or overlooked. In competitive job markets, it’s not just about having a CV that meets the criteria - it’s about clearly demonstrating why you’re the right candidate and making it easy for recruiters to say yes.

Download our free guide to securing an interview, alongside practical advice on strengthening your CV and online profile so your application works as a complete package.

If you’re looking for help with cover letter structure or a ready‑to‑use template, see our guide on how to write a cover letter (with a template).

What you'll learn in this guide:

This guide is designed for candidates who already understand the basics and want to improve their chances of being shortlisted. You’ll learn how to:

• Position your experience to meet recruiter expectations
• Align your cover letter with your CV and LinkedIn profile
• Avoid common mistakes that cost candidates interviews
• Use evidence and language that hiring managers respond to

How recruiters assess cover letters when shortlisting

Recruiters and hiring managers don’t read cover letters in isolation. They scan them alongside your CV and online profile, looking for three things:

• Relevance – do you clearly meet the role requirements?
• Motivation – do you show genuine interest in this role and organisation?
• Clarity – can they quickly understand your value?

A cover letter that secures interviews doesn’t repeat your CV - it guides the reader toward it, highlighting the experience that matters most.
 

1. Make your CV do the heavy lifting

Before refining your cover letter, ensure your CV is working hard for you. A strong cover letter cannot compensate for a weak or unfocused CV.

To maximise your CV:

• Prioritise experience that directly relates to the role
• Lead with your strongest achievements, not responsibilities
• Tailor your CV for each application rather than using a single version
• Present information clearly and professionally, using concise language

Your cover letter should then amplify these strengths, not duplicate them.

2. Strengthen your online profile to support your application

Many recruiters will review your LinkedIn profile either before or after reading your cover letter. Inconsistencies can raise questions and weaken your application.

Make sure your online profile:

• Reflects the same role focus and career narrative as your CV
• Highlights recent achievements and measurable outcomes
• Shows engagement with your industry through groups, posts or shared content

A consistent story across your CV, cover letter and LinkedIn profile builds credibility.

3. Write a cover letter that earns interviews

Your cover letter should complement your CV by answering one key question: 
Why should this employer want to meet you?
 

Tailor your message to the role

Use the job description as your guide. Identify the most important skills or outcomes and address them directly, using evidence rather than general statements.

Example:
If the role requires project management experience, instead of stating you have it, show it:
“I led a cross‑functional team to deliver a digital transformation project three weeks ahead of schedule.”
 

Use a clear, professional subject line

Where possible, include the job title and any reference number provided.

Example:
Application for Marketing Manager – Ref: MM2026
 

Keep it concise and focused

A cover letter should usually be no more than one page. Focus on experience that supports the role, rather than your full career history.

Example:
“With five years’ experience in B2B sales, I’ve consistently exceeded targets and built long‑term client relationships in competitive markets.”
 

Complement your CV - don’t repeat it

Your CV shows what you’ve done. Your cover letter explains why it matters.

Example:
“While my CV outlines my technical skills, I’d like to highlight my ability to translate complex data into clear, actionable insights for stakeholders.”

Define next steps

End confidently by signalling availability and openness to discussion.

Example:
“I would welcome the opportunity to discuss how my experience could support your team and am available for interview at your convenience.”

Proofread carefully

Small errors can undermine an otherwise strong application. Always:

• Check spelling and grammar
• Read your letter aloud to test clarity and tone
• Ask someone you trust to review it before submitting

Common cover letter mistakes to avoid

Even strong candidates can fall at this stage. Avoid these frequent errors:

• Using a generic or untailored cover letter
• Repeating your CV word‑for‑word
• Failing to address the letter to a named person
• Being too long, vague or unfocused
• Ignoring key requirements in the job description
• Using an overly formal or overly casual tone
• Submitting without a clear closing or call to action

Our experience helping candidates secure interviews

Our team of recruitment experts help applicants to secure interviews every single day. We’ve helped millions of job seekers find their next role. So we know what recruiters are looking for when seeking exceptional candidates. 

That insight underpins this guide, alongside our wider support for job seekers, including:

• CV and interview advice
• Career guidance tailored to your goals
• Training and upskilling opportunities

Need help securing your next interview? 

For step‑by‑step guidance on structuring your CV, writing a tailored cover letter, and presenting a consistent application, download our Securing an Interview guide. 

If you’d like to focus specifically on how to write a cover letter and use a template, see our guide to writing a cover letter that stands out.