The role of the cover letter is to persuade the potential employer to take time to read your resume. In effect, this is the first point of contact between you and your potential employer. Along with your resume, a mental picture is painted in the employer’s mind about what kind of person you are and what you have to offer.

That picture is painted in the first 30 seconds of reading a cover letter. That is why it is paramount to draw a positive picture and create that good impression. What you say and how you say it needs to have an impact.

Employers will be reading other applications as well as yours, so you should take into consideration the fact that there is usually more than one applicant. You need to differentiate yourself from other job seekers. Writing a letter that is concise, relevant and structured is one way to do this.

There are four things that you need to mention in a cover letter that are relevant.

• The position for which you are applying.

• The skills that you have that match the criteria for selection.

• What you have to offer the organisation.

• The action that you would like to happen next.

Take time to find out the name and title of the decision-maker and address it correctly. Do not repeat the information in your resume; rather highlight why you are suitable for their job. If your application is by email, write your cover letter in the body of the email - do not attach it separately. Just because it is an email you must still; Use Business English, Use Capitals where necessary and avoid shortcuts. It is still a first impression of you.

Keep a record of applications you make, with dates and contacts. You never know when an opportunity re-occurs and good records will help you appear the true professional.