What to Put in a Cover Letter?

TL;DR

A great cover letter tells a focused, relevant story. It should start with a clear header and a personalized greeting, followed by an opening paragraph that grabs attention. The middle should highlight how your skills align with the role and include evidence of real impact, not vague claims. End with a confident closing and call to action that shows genuine interest.

Think of it less as a formality and more as a tailored narrative that connects your experience to what the company actually needs — not a repeat of your resume.

Even in 2025, a well-structured cover letter can make a real difference. While applicant tracking systems (ATS) scan for keywords, AI-powered tools evaluate tone and relevance, and hiring managers look for clarity and intent. That means your letter needs to work on three levels: machine readability, strategic storytelling, and human connection.

Understanding what to put in a cover letter isn’t about checking boxes — it’s about using each section to move the reader closer to a “yes.” A strong header, thoughtful greeting, compelling opening, and focused body paragraphs all work together to highlight why you’re the right fit. When these elements are formatted cleanly and tailored to the role, your cover letter is far more likely to make it through filters and catch a hiring manager’s eye.

This guide breaks down the key cover letter elements, explains the ideal cover letter format for 2025, and shows how to structure each part for maximum impact. Whether you’re writing your first letter or refining your approach, you’ll find practical tips and examples to help you stand out.

Pull-out Tip: Your cover letter isn’t about listing facts — it’s about telling the right story.

Start with What Matters Most

The first few lines of your cover letter are often the difference between a quick skim and genuine interest. A personalized greeting and a clear opening statement show that you’ve done your homework and that this isn’t just another mass-sent application. Right away, you’re signaling effort, intent, and alignment — all of which hiring managers and AI filters pick up on.

Personalize the Greeting and Opening Line

Using the hiring manager’s name is one of the strongest ways to create a sense of direct connection. It immediately sets your letter apart from the dozens that begin with tired, generic lines.

Simple ways to find the right name or role:

• Check the job posting carefully — sometimes the contact person is listed at the bottom.

• Search the company website or LinkedIn to find the team lead, recruiter, or department head.

• If you still can’t find it, call or email HR politely to ask who’s managing the hiring process.

Example:

• Generic:

To Whom It May Concern,
I’m writing to apply for the Marketing Associate role at your company.

• Personalized:

Dear Sarah Thompson,
I was excited to see the Marketing Associate role at BrightWorks because it aligns perfectly with my background in brand strategy and content creation.

The difference is immediate: the second example feels intentional, not automated.

Related: How to start a cover letter?

State Your Intent Clearly (The “Why This Role” Sentence)

Once you’ve opened with a personal touch, follow it up with a single, sharp line that explains why you’re applying for this specific role. This sentence is powerful because it answers the unspoken question: “Why us?” It shows you understand the company’s context and see a real fit — not just an opportunity to send another resume.

Examples:

• Tech: “I’ve followed your product launches over the past year, and I’m excited to bring my experience in SaaS growth marketing to a team that’s clearly shaping the future of productivity tools.”

• Finance: “With a strong foundation in financial modeling and a genuine interest in sustainable investment strategies, I see this role at GreenCap as a perfect intersection of my skills and values.”

• Education: “Your focus on innovative learning programs for underserved communities resonates deeply with my experience building digital literacy initiatives for high school students.”

Short, specific statements like these instantly make your letter feel tailored and relevant — which is exactly what hiring teams (and algorithms) are looking for.

Related: What is a short cover letter?

Showcase Your Value — Not Your History

A cover letter isn’t meant to retell your entire career story — that’s what your resume is for. Instead, it’s your chance to select and spotlight the 2–3 skills that matter most for this specific role and show, through concrete examples, why those skills make you a strong fit. The goal is to help the hiring manager (and any AI filters) quickly see “this person solves our problems.”

Pick 2–3 Core Skills That Match the Job

Before you start writing, study the job description carefully. Look for:

• Repeated keywords or phrases — these usually signal priority skills.

• Company values or goals mentioned in the About section or job intro.

• Pain points hidden between the lines (e.g., “fast-paced environment” might point to adaptability, “cross-functional collaboration” might point to communication).

Once you’ve identified these, pick two or three core skills that you genuinely bring to the table. This focus keeps your letter sharp and relevant.

Example:
Job ad requirements:

• Experience managing multiple projects

• Strong data analysis skills

• Ability to collaborate across departments

Chosen skills to highlight:

• Project management under tight timelines

• Analytical decision-making

• Cross-team communication

Then, weave these skills into your letter using concise, impactful examples — not bullet lists of responsibilities.

Use Proof, Not Claims

Anyone can say “I’m a great communicator” or “I work well under pressure.” What hiring teams respond to is evidence. A simple way to give proof is to use mini STAR stories — Situation, Task, Action, Result — but keep them within 2–3 sentences so they flow naturally in your letter.

Example (weak):

I’m a strong communicator who works well with different teams.

Example (strong):

While coordinating a product launch across marketing, sales, and engineering, I led weekly syncs that reduced cross-team delays by 35% and helped us ship ahead of schedule.

See the difference? One is a statement anyone can make; the other is proof that builds credibility.

Pull-quote: “Evidence speaks louder than adjectives.”

This approach works for any skill — whether it’s analytical thinking, leadership, or creativity — and it’s far more memorable than generic buzzwords.

Add Context That Builds Connection

Beyond skills and achievements, great cover letters show that you understand and connect with the company itself. Referencing something meaningful about the organization signals that you’ve taken the time to learn who they are—not just what they need. A short, well-placed line about their mission, product, or values can make your letter feel thoughtful and intentional, rather than templated.

Mention a Relevant Company Insight or Value

When you reference something specific about the company—whether it’s their mission, a recent product launch, or a key initiative—you establish credibility and demonstrate genuine interest. The key is to keep it short, natural, and relevant to your narrative.

Examples:

• “Your focus on accessibility and inclusive design immediately stood out to me, as it aligns closely with my work on user-first platforms.”

• “I was particularly inspired by your recent expansion into renewable energy projects, and I’d love to bring my experience in sustainable operations to support that growth.”

• “The way your team integrates storytelling into marketing campaigns is something I’ve admired for a while—it’s clear you value creativity that drives results.”

Notice how each example is 1–2 lines, feels authentic, and connects back to the applicant’s skills or experience. It’s not flattery—it’s context.

Include One Line That Shows Cultural Fit

Cultural alignment doesn’t need to be overstated. A single well-placed line can communicate that you’d blend naturally with the team and share similar values, without sounding like you copied the company’s “About” page.

Examples:

• “I thrive in collaborative, fast-moving environments, which is why your team’s approach to cross-functional problem-solving resonates with me.”

• “Your emphasis on curiosity and continuous learning mirrors how I approach both personal growth and professional challenges.”

• “The balance of innovation and clear communication in your culture reflects the kind of workplace where I do my best work.”

This kind of statement shows awareness and alignment without slipping into brochure language or clichés. It tells the reader: you get us—and that’s powerful.

Know What Not to Include

Just as important as knowing what to put in a cover letter is knowing what to leave out. Many applicants make the mistake of cramming their letters with repetition, vague claims, or empty buzzwords. These don’t strengthen your application — they dilute it. A focused, thoughtful letter stands out far more than one padded with fluff.

Don’t Rehash Your Entire Resume

Your cover letter should complement your resume, not repeat it. Simply listing the same responsibilities and job titles adds no value and disrupts the natural flow of the letter. Instead, use this space to highlight why specific experiences matter and how they connect to the role you’re applying for.

Example (weak):

I have worked as a Project Manager for five years, overseeing teams, managing budgets, and ensuring timely delivery of projects. Prior to that, I served as a Senior Analyst, where I conducted research and prepared reports.

Example (improved):

Over the past five years as a Project Manager, I’ve led cross-functional teams to deliver complex projects ahead of schedule, consistently meeting ambitious performance targets. That experience taught me how to align strategic goals with execution — a skill I’d bring directly to your team.

The second example doesn’t repeat bullet points; it adds perspective and value. It reads like a story, not a list.

Also Check: What to include in a cover letter?

Skip Vague Buzzwords and Fillers

Words like “hard worker,” “team player,” “go-getter,” or “passionate” appear in almost every generic cover letter — and they usually don’t say much. Hiring managers have seen them thousands of times, and AI filters don’t reward vague phrases. What matters is showing, not telling.

Common buzzwords to avoid:

• Hard worker

• Team player

• Detail-oriented

• Passionate

• Results-driven

• Go-getter

Better approach: Replace them with short, evidence-backed phrases that demonstrate the trait.

Example:

• Instead of “I’m a passionate marketer,” try:

“I’ve led campaigns that grew engagement by 120% year-over-year — I love finding creative ways to connect with audiences.”

• Instead of “I’m a great team player,” try:

“I collaborated with design and product teams to streamline our launch process, cutting turnaround time by 30%.”

Concrete results and specific actions make your letter memorable. Vague language blends in; proof stands out.

Strengthen the Close

The final few lines of your cover letter are your last opportunity to leave a strong impression. Instead of fading out with a generic “thank you,” use the close to reinforce your interest and guide the reader toward the next step — confidently but without pressure. A well-crafted closing line can make your letter feel complete, professional, and memorable.

Add a Clear Call to Action

A great closing line expresses enthusiasm, subtly suggests next steps, and ends on a forward-looking note. It doesn’t beg for an interview — it invites a conversation.

Examples:

• Entry-level:

I’d welcome the chance to discuss how my skills and fresh perspective can support your team’s goals.

• Mid-level:

I look forward to the opportunity to talk further about how my experience delivering results across cross-functional teams can bring value to your organization.

• Senior-level:

I’d be glad to explore how my leadership experience and strategic track record can help shape your upcoming initiatives.

Keep it short, confident, and warm. Follow with a simple “Thank you for your time and consideration.” — no need to overcomplicate the close.

Related: How to end a cover letter?

Optional Touches That Stand Out

Small, thoughtful additions can give your closing paragraph extra polish — as long as they feel natural, not forced.

• Strategic P.S. line
  A postscript draws the eye and can highlight a unique detail that makes you memorable.
  Example:

  P.S. I recently led a campaign that doubled our customer retention rate — I’d love to bring the same focus to your team.

• Smart hyperlinking
  Instead of dropping raw URLs, embed links in clean anchor text:

  • “You can view my portfolio here.”

  • “Feel free to explore my LinkedIn Profile for more details.”
    This keeps your letter neat and makes it easy for hiring managers to learn more about you.

• Digital signature
  Adding a digital version of your signature above your typed name gives the letter a personal and professional finish, especially for formal industries.

These touches aren’t mandatory, but when used strategically, they can help your application feel intentional and stand out in a stack of similar submissions.

Quick Checklist — What to Put vs What to Cut

Before hitting “send,” do a quick scan of your cover letter to make sure you’re emphasizing the right elements and cutting out anything that weakens your message. A clean, targeted letter reads better for both humans and ATS systems — and instantly sets a more professional tone.

FAQ

What is the most important thing to include in a cover letter?

The most important element is a personalized, impactful opening that clearly shows why you’re interested in the role and how you can add value. It sets the tone and determines whether the rest will be read.

How do I decide what to highlight?

Focus on 2–3 skills or achievements that directly match the job description and the company’s priorities. Pick the points that best prove you can solve their problems — not just what’s impressive on paper.

Should I talk about my soft skills?

Yes, but show them through examples, not vague claims. Instead of saying “I’m a strong communicator,” briefly describe a situation that proves it. Evidence always lands better than adjectives.

How personal can I get?

Keep it professional but authentic. A short mention of why the company’s mission, culture, or work resonates with you is great — oversharing or unrelated personal details isn’t necessary.

Do I need to include my address?

No, not anymore. In 2025, listing your full address is optional. A city and state (or just city) is usually enough for context, especially in digital applications.

What should I never include?

Avoid generic greetings, salary expectations (unless asked), irrelevant personal details, buzzwords without proof, and negativity about past roles or employers.

How do I stand out from other applicants?

Be specific, tailored, and proof-driven. Personalize your opening, highlight a few targeted strengths, and back them with real results. Most applicants sound generic — specificity is what gets remembered.

Final Thoughts

A strong cover letter isn’t about cramming in every detail of your background — it’s about being intentional. The best ones follow the “less is more, but sharper” principle: they focus on a few meaningful points, express them clearly, and make a real connection with the reader.

When you personalize your opening, choose the right skills to highlight, back them with real evidence, and close with confidence, you create a letter that resonates with both human reviewers and AI filters. It doesn’t need to be long or elaborate — it just needs to be clear, relevant, and genuine.

Think of it as your strategic story, not a checklist. If every line has a purpose, your cover letter will work harder for you than most applicants’ entire pages.