Before deciding on what movie or series to watch, most people begin with its two-minute trailer. It doesn't reveal the full two-hour storyline but gives just enough to spark curiosity and persuade us that it's worth our time.
If the trailer is engaging, we not only decide to watch but often remain glued to the screen right through to the final episode or scene, eager to see how the story unfolds.
A cover letter works in exactly the same way. It should highlight the strongest points of your career, not the entire plot. One page is all you need to show who you are, why you want the role, and what makes you a strong candidate without overwhelming the recruiter with unnecessary detail.
The one-page rule applies to all levels of employment, including senior management, says Fredrick Komen, a principal HR officer at the Nairobi International Finance Center Authority.
"Even for top management, not all experience is relevant to the role at hand. If you exceed one page, you go into unnecessary detail and lose focus," he explains.
Instead, candidates should highlight their strengths and leave an element of intrigue. He also stresses the importance of honesty.
"When applying for senior roles, be as truthful as possible in your cover letter because often than not the recruiter or company you will be joining will do its due diligence," he advises.
Get the details right
Researching the organisation, and knowing who your application is going to, can set you apart. In the case of roles, applications often go to the board. Addressing the chairperson by name adds a personal touch.
Mr Komen adds that candidates must be careful with titles. "Always respect formal titles such as EBS, Eng, Prof, Dr, Mr, Mrs, or Ms. You can use the full name, but it is safest to use the surname."
Keep it simple, not showy
While industry jargon can be effective in sector-specific applications, the cover letter presentation should remain simple.
"So, stick to Times New Roman, size 12, with 1.0 or 1.15 spacing and avoid fancy fonts," he advises.
Additionally, when you are signing off, avoid creating pressure. "Personally, I find the phrase 'I look forward to hearing from you soon' off putting because it puts a timer on the organisation. A better option is: 'I look forward to your consideration'," he says.
So, how should you structure your cover letter?
Vanice Olal, a human resources practitioner, says your cover letter introduction should highlight your years of experience or your motivation for applying, as well as the key skills you bring to the role. After addresses, your opening line should link your background to the role.
"Follow that with one or two short paragraphs showing how your skills and achievements match the job description. Then end with a polite closing statement that expresses enthusiasm for the opportunity and thanks the recruiter for their time," she notes.
Cover letter dos and don'ts
According to Ms Olal, one of the most common mistakes is rewriting your curriculum vitae in the cover letter. "Most candidates repeat details already found in the CV, leading to a long, wordy letter that adds no value," she says.
Another slip is sending generic words and phrases. "Each cover letter should be tailored to the specific job description. Avoid vague phrases such as 'team player' or 'good communicator' unless you provide clear examples that demonstrate how you are a team player or good communicator."
Do not sound desperate. Ms Olal says, phrases such as 'I really need this job' or 'If you give me this job, I will…' should have no place in a professional application.
Moreover, overusing artificial intelligence is another pitfall. "Copy-pasting the job description into an AI tool produces robotic cover letters that doesn't sound human and lack authenticity," she warns.
Lastly, candidates also hurt their chances by ignoring simple instructions.
"For example, if the advert asks for a PDF, do not send a Word or JPG file. Stick to what was asked of you," she adds.
While many organisations no longer demand cover letters, Ms Olal stresses the importance of always including a short, professional body in your application email.
Additionally, she says that unless the cover letter is requested in the advert, a candidate should not be compelled to send one.
