Earlier we stated that a job-getting campaign is a sales campaign and that each step in the campaign is a sales presentation. Step 1 of the model job campaign consists of sending a written sales packet containing an application letter and job resume. The application letter is a sales letter, and the job resume is a sales enclosure or flier.
All letters of application must be prepared according to these three steps. Although an application letter is presented in a three-part format, it may be typed in three, four, or five paragraphs.
In your application letter, highlight a few key credentials taken from the enclosed resume to prove your job worthiness and enhance a potential employer’s perception of your accomplishments. Since the resume is the standard enclosure, it should be referred to in the body of the letter, as well as being referenced as 'Enclosure" directly below the typed signature.
Each idea contained in an effective letter of application must be ''message justified," or must be certain to contribute, in some way, to achieving the major objective of the letter-to get the interview. The following thirteen techniques will help you prepare a first-rate application letter:
- Be positive and confident, but not presumptuous or arrogant.
- Talk of key credentials to fulfill the job requirements.
- Show interest in working for the company.
- Show knowledge of the company.
- Show knowledge of the job requirements.
- Prove that your capabilities and experience fulfill key requirements.
- Be forthright in seeking the interview, but still respectful.
- Compliment the firm's work or reputation but avoid obvious or insincere flattery.
- Refer to the resume for evidence of your qualifications.
- Avoid any negative remarks about yourself, others, and the company.
- Use the letter opening to excite the reader about you and to let the reader know what you want, namely the job.
You capture attention and build interest by mentioning such things as
- the job-ad source
- a person well known to the reader
- a person of fame
- a comment that assures reader agreement
- a significant accomplishment of the firm
- an accomplishment of the reader
- an award or honor of the reader
- a significant change in the field
- an important and felt need of the firm
- examples of qualifications you possess that would benefit the firm
12. Use the letter middle to create desire. Prove, in this part, that you have what it takes to excel in the job. Whet the reader's interest by highlighting key capabilities and by using the enclosed resume as a reservoir of key accomplishments to prove your strengths. If you have prepared a nutshell summary in the resume, be certain that this part of the letter is phrased or slanted somewhat differently.
13. Use the letter ending to request the interview and stimulate action.
Whatever job-getting letter you are writing, it must be impressive, convey sufficient and appropriate information, build a good-will feeling, and help persuade the reader that you would be a valued addition to the organization. To be impressive, your letter has to be neat, accurately typed, attractive, well-organized, and brief-try not to exceed one page. Make certain that the information you present answers the reader's basic questions: ''Who are you? What do you want? What can you offer?" While it is very important to convey feelings of optimism and self-confidence, it is equally as important to convey feelings of courtesy, respect, consideration, friendliness, and warmth. Such human or good-will feelings are immediately sensed by readers and may be repaid in kind. Finally, your letter is persuasive when it reveals competency in the field, knowledge of the company, and interest in the particular position.
