Use Personalized Letters Instead of Resumes to Differentiate Yourself

Letters without Resumes

Getting the hiring authority's attention by mail is done better by letter without a resume. That may, in fact, be an interesting way to:

• answer ads
  
  
• approach employers unsolicited
  
  
  
  
• follow up on referrals
  

Pique Their Interest

Whether you're answering an ad, writing "cold," or following up on a suggestion from a referral, your letter must entice the recipient. It should be brief, professional, and so engaging that they'll be glad to hear from you when you follow up with a phone call. That cannot be done with a "one-size-fits-all" letter. It must be targeted to the needs of the individual recipient and that organization.

The following guidelines are appropriate for most letters that you will send.

1. Send it to a specific individual
   
   
2. Body of the letter
   
   
3. get their attention by indicating how you might benefit them
   
   
4. generate interest in meeting you
   
   
5. address a problem, if you know of one, or
   
   
6. ask a provocative question
   
   
7. Close/follow up

" Thank them for their consideration. Your message is: I have what you want. Write that you will call at a certain time to set up an appointment. And do it. Don't wait for them to call.

If you don't have exactly what they want, reply to the ad anyway. Remember, their list of requirements is really a wish list. They want 3 to 5 years of experience in rhinoceros-riding and you have only 2. Explain that your accomplishments in those two years were exceptional. For example, you are experienced in guiding people on rhinoceros riding safaris, the very business they are getting into. Or you have compensating assets, like your year with Crocodile Capers, where you successfully guided several groups on virtual vacations.

Personalize Your Letter

If the ad advises you to send your resume to the human resources department, call and get the name of the department head and address your letter to that individual. If you're answering a newspaper box number ad, you could start with Dear Human Resources Manager or the much livelier greeting: "Good Morning!"

Can the Post Office Help?

If the ad lists a post office box number, you can find out who rented that box by calling the local U.S. Postal Service box rental department. Having that information will help you respond appropriately. If you are employed, be very cautious about blind ads, if you respond at all. It could be the company you work for that is advertising.

Approach an Organization "Cold"

Don't hesitate to contact organizations even if you don't have a personal referral. Use the basic formula, emphasizing how you might be able to benefit them. You don't know if you can, but you would like to meet them to explore that possibility. Your research is particularly important here.

Follow Up on Referrals

Your networking has generated lots of suggestions for people you could contact. Having asked permission to use their names, you're ready to follow up. Calling, rather than writing and then calling, is preferable because it is faster. If your network contact suggested that you write first, however, do that. But don't enclose a resume unless you were urged to do so.

Your letter begins by referring to the person who suggested that you make the contact. Include some background about yourself and close with a statement about how you will follow up. Since you're depending on your contact's influence to ease your passage into their office, keep this letter short. The guidelines offered below suggest a slight modification of your basic letter.

1. Send it to the individual, mentioning your contact's name and organization (if appropriate).
   
   
2. The body of the letter should indicate (if appropriate) why your contact suggested that you get in touch with them, being diplomatic in your description. For ex ample, you're an office manager and your friend referred you to the executive VP of Beanbag Furniture stores because he knows that their office manager just married Mr. Beanbag and quit her job. "The Beanbags are cruising in the Caribbean and I hear the office is in total disarray," your friend explained. You would, of course, be very circumspect and simply indicate that you were advised that you might be helpful at this time.
   
   
3. State how they might benefit from meeting you, but keep this brief.
   
   
4. Close, as described above.
   

Cover Letters

If your job search covers a large geographical area, you will have to mail your resume. And you'll need to cover it with a strong letter. Many employers consider cover letters more important than resumes and read them more carefully. In addition to the points made above, be sure your letter complements, but does not repeat, your resume. Cover letters offer an opportunity to demonstrate your creativity, and if you are in public relations, advertising, etc., you'll probably enjoy that challenge.

Sample Cover Letters

The specific wording depends, of course, on whether this letter and resume are being sent in response to an ad, "cold" to an organization, or following up on a referral's suggestion. The relevant formulas would apply.

• Specialized Mail
  
  
• Should You Fax Your Resume or Letter?
  

If you are asked to fax your resume or letter long distance, do it. But for local contacts, you probably don't want fuzzy print on low-quality paper to represent you, especially in your first contact with a prospective employer. If your resume is unsolicited, it might get the attention of the person you are addressing. But it could also be considered junk mail and quickly discarded.

• Is E-Mail the Best Route?
  

E-mail is rapidly replacing traditional mail for millions of people. It is significantly faster and more convenient, and job bulletin boards are becoming increasingly common. Few job seekers are sending their resumes via E-mail, however, although that will undoubtedly change in the near future. There are some concerns about confidentiality with E-mail which could be a problem, especially if you are employed.

• Telegrams
  

If the mail and phone are not opening the door for you, you might try this approach. It's expensive, but so is unemployment.

What about Numbers?

• Mass Mailings?
  

Since we have emphasized the importance of contacting large numbers of potential employers, mass mailings or broadcast letters might seem to be ideal. Using your computer, your SIC code, and the names of appropriate executives in relevant companies that are listed in various directories, you could send individually addressed letters to every employer who could possibly hire you. There might be hundreds, even thousands, in your area alone! That sounds efficient, but in our experience, mass mailings really only benefit the firms in the addressing and mailing business.

• How Many Letters Should You Send?
  

Only as many as you can follow up within a few days. Your letter should indicate that you will be calling on a certain day or part of the week. Then do without a follow-up call, your letter is not worth mailing! Why? Remember that reaching a hiring authority via the mail is really a 3-step process:

• mail
  
  
• follow-up phone call to set up appointment
  
  
• meeting
  

Be sure you know what you want to accomplish at each step of the way. If you focus on the specific objective, you're more likely to accomplish it. And you're more likely to avoid getting bogged down with unrealistic expectations.

• The purpose of your letter is to make the hiring authority more receptive to talking with you, to "warm up" your follow-up call. (Thedisadvantage, of course, is that he has time to come up with reasons not to talk with you-or see you.)
  
  
• The objective of your phone call is to set up a meeting.
  

You can condense the 3-step process into 2-steps by dispensing with the initial letter. Simply call.

• Using the Telephone to Reach Them (without prior mailing)
  

Compared to the mail, the phone has several advantages because it:

• reaches the appropriate person
  
  
• gets his or her attention
  
  
• is fast
  
  
• is interactive: provides immediate feedback
  
  
• (One call) may be all you need to schedule a meeting with a hiring authority!
  

The flip side? You must be ready. That means more planning and preparation.