How does an added cover letter create more value than just a CV?
Kristin Seemen
(Cover letter template available at the end of the blog!)
If you're applying for a new job, you've probably heard that the first step is to update your CV and tailor it to the specific company and position. What many overlook is how much influence a well-written cover letter can have on the employer's decision-making process.
Cover letters are often not required for mass recruitment roles. The main reasons are workload and irrelevance—working through all the documents provided takes a lot of effort and time and when the role doesn’t involve major responsibility, a CV and interview are usually enough for hiring.
Cover letter is your chance to tell a story, explain your interest in the role, and showcase your personality. Your CV tells the employer what you’ve done. Your motivation letter explains why you’ve done it—and where you're headed. Companies value candidates who have a clear vision. If your vision matches theirs, that’s already a big win in the interview process.
1. What cover letter is and why does it matter?
A cover letter is a free-form document sent along with your CV to explain why you're a strong match for the role. You can think of it like an elevator pitch—or in daily terms, like coffee. The CV is the coffee itself and the cover letter is the bean that determines the taste.
A strong cover letter focuses on three key questions:
- Why are this position and role interesting to you?
- Why are you the right fit for this position?
- Why do you want to work specifically at this company?
It's the connecting link between your background, employer’s needs and the job description. If a recruiter needs to review 100 applications to recruit one position, a focused and clear letter helps you stand out.
2. When is a cover letter especially useful?
- When applying for competitive positions
- When switching careers or industries
- When you have gaps in your CV or an unconventional background
- When the employer asks for it or allows you to add it voluntarily
This extra effort often gives employer a signal that “this person really wants the job.”
3. Structure of a cover letter
Even though cover letter is a free-form document, following a structure helps to express your thoughts more clearly—and makes it easier for employers to read.
We recommended using the following structure:
1) Start with a brief introduction
Mention the role you're applying for and how you heard about it. If you have a personal connection to the company or use their products/services yourself, definitely highlight it. Knowing the candidate is also their client creates a strong positive impression to the company.
Example: “I would like to apply for the Marketing Specialist position you shared on LinkedIn. I’ve followed your company for some time, and your values and culture align with what I believe a company should stand for. I also see strong growth opportunities here, which makes this role very appealing.”
2) Explain why are you interested in this role
What aspects of the job or industry speak to you? Be specific. Avoid vague statements like “I want to grow professionally.”
Ask yourself:
- What tasks excite me?
- Does the company do something I want to be part of?
3) Highlight your skills and experience
Cover letter is not the place where you just repeat your CV. Instead, interpret your experience in the context of this role. Explain how your background connects to the job you’re applying for.
If you mentioned that you worked as a sales specialist for two 2 years, explain how that experience supports your application for a marketing specialist role and how the positions are connected. It’s helpful to include a specific example from your time in sales that now helps you be a better marketing specialist.
Good example to follow:
“I have 3 years of experience in digital marketing and have led campaigns that doubled inbound leads. I believe my skills could help increase your company’s visibility.”
4) End professionally
Thank the employer for their time. Let them know you’re looking forward to the opportunity to discuss your application in more detail.
4. Common mistakes to avoid
- Too generic or impersonal
- Focusing only on what you want, not what the employer needs
- Too long (ideal length: 250–400 words)
- Typos and overly casual language
- Sending the same letter to multiple companies
5. Using a template to wirte a cover letter – Yes or No?
Template can help you understand the structure and tone. But don’t use it as a shortcut. Use it for inspiration to get the idea what to write about, what company may look from the cover letter and what's the typical structure. Hiring managers can quickly tell if a letter is generic or copied.
Use templates to:
- Plan your structure and content
- Learn professional tone
- Get inspiration for phrasing
You’ll find a downloadable template (.docx) at the end of this blog. Use it as a guide—but bring in your personality and tailor it to the role. Copy-pasting won’t give you the results you want.
6. What does a cover letter tell the employer?
As recruiters, we’ve seen cover letters make a real difference—especially when candidates have similar backgrounds. A strong letter helps to assess cultural fit and understand how past experience could be combined into the new role.
A good cover letter:
- Emphasizes that the candidate has done thorough research about the company and its background
- Highlights how the candidate’s skills create value for the company
- Is specific, personal, and professional.
Employers aren’t looking for perfection — they’re looking for well-thought-out reasons why you are the right person to hire. The question they're trying to answer is: “Will this candidate help the company get to where we’re headed?”
7. Commonly asked questions
1) Do I need to add a cover letter if it's not asked by the emplyer?
If you truly want the job, the answer is always yes. Going the extra mile shows initiative and helps you stand out in a competitive hiring process.
2) Can I send it as an email or do I need to add it as a file?
If you're applying via email, the motivation letter can be written directly in the email message. But it's important to mention this at the beginning of your letter. Why? In processes with many applicants, all attached documents are often uploaded to the system automatically before being reviewed. If your motivation letter is only in the body of the email, it might get overlooked.
If the recruitment process uses a specific system where you can upload both your CV and a motivation letter, use that option.
Which immediately brings up the next “frequently asked question.”
3) If the company uses a system, can I still apply via email?
Yes, if you know the contact person managing the recruitment or the department head the position reports to. We always recommend submitting your CV and cover letter through the system when it’s available. Additionally, you can reach out directly to the contact to make yourself known.
The system is a convenient solution that helps manage all candidates from one place. When the volume of CVs is large, it allows the company to handle the recruitment process more efficiently and prevents any candidate from being overlooked.
4) How many versions of the cover letter should I create?
It is important to tailor your cover letter for each employer! You can use the same basic template, but the content should always match the company you are applying to and the profile described in the job ad.
Key takeaways from this blog
Employers don’t look for perfect candidates, but those who are ambitious and aligned with the company’s direction. A good cover letter helps you stand out from other applicants. When writing, always follow a clear structure and answer questions like:
- Why are this position and role interesting to you?
- Why are you the right fit for this position?
- Why do you want to work specifically at this company?
Remember, the employer is looking for an answer to the question: “Will this person help the company reach where we want to go?”
If you want inspiration and support to get started, download our cover letter sample (.docx) document, which you can use as a template to create your own version.
👉 Download the cover letter template (.docx)
