How to Write a Cover Letter That Gets You Hired in 2026

Why Cover Letters Still Matter

In an era of one-click applications and automated screening -- where most CVs are filtered by software before a human ever sees them (learn more in our guide to beating applicant tracking systems) -- you might wonder whether anyone actually reads cover letters. The short answer: yes, they do. A 2025 survey by the Chartered Institute of Personnel and Development found that 73% of UK hiring managers consider a well-crafted cover letter a deciding factor when two candidates have similar CVs. For competitive roles, a cover letter is often the only space where you can demonstrate genuine enthusiasm, cultural fit, and the kind of critical thinking that a bullet-pointed CV simply cannot convey.

A strong cover letter does three things. First, it explains why you want this particular role at this particular company, not just any role anywhere. Second, it connects the dots between your experience and the job requirements in a way that feels natural rather than repetitive. Third, it gives the reader a sense of who you are beyond your qualifications. If you can accomplish all three in a single page, you will stand out from the vast majority of applicants who either skip the cover letter entirely or submit a generic template.

This cover letter guide walks you through every step of the process, from research and structure to tone, length, and the mistakes that quietly sink otherwise strong applications.

Before You Write: Research the Company

The single most important thing you can do before writing a cover letter is spend twenty minutes researching the organisation. This is what separates a memorable application from a forgettable one.

Here is where to look:

The job description itself. Read it three times. Highlight the key responsibilities, required skills, and any language that hints at the company's values (words like "collaborative," "fast-paced," or "mission-driven" tell you what they care about).
The company's About page and mission statement. Understand what they do, who they serve, and what they stand for.
Recent news and press releases. Mentioning a recent product launch, funding round, or initiative shows that you are paying attention.
LinkedIn. Look at the profiles of people who hold the role you are applying for, or who would be your manager. What skills and language do they emphasise?
Glassdoor and similar platforms. Get a feel for the company culture and what employees value about working there.

You do not need to reference all of this in your cover letter. The goal is to internalise enough context that your letter feels informed and specific rather than interchangeable.

The Structure of a Great Cover Letter

Every effective cover letter follows a clear structure. Think of it as four distinct sections, each with a specific job to do.

1. The Opening Paragraph

Your opening needs to accomplish two things: state the role you are applying for and immediately give the reader a reason to keep going. This is not the place for generic enthusiasm. It is the place for a specific, compelling hook.

A weak opening:

Dear Sir/Madam, I am writing to apply for the Marketing Manager position. I am a hard-working and passionate professional with five years of experience in marketing. I believe I would be a great fit for your team.

This tells the hiring manager nothing they could not guess from your CV. It is vague, impersonal, and reads like every other cover letter in the pile.

A strong opening:

When I saw that Greenleaf Technologies is hiring a Marketing Manager to lead its expansion into the European market, I knew I had to apply. Over the past three years at Bramley & Co, I have built and executed the go-to-market strategy that grew our European revenue from GBP 1.2M to GBP 4.7M, and I would welcome the chance to bring that experience to your team.

This version is specific, results-driven, and immediately tells the reader why this particular candidate is worth their time.

2. The Body: Connecting Your Experience to Their Needs

The body of your cover letter is typically one or two paragraphs. Its purpose is to demonstrate, with concrete examples, that you have the skills and experience the role demands. Do not simply restate your CV. Instead, choose two or three of the most relevant requirements from the job description and show how your background addresses each one.

Use the CAR method (Challenge, Action, Result) to structure your examples:

Challenge: What problem or goal were you facing?
Action: What did you specifically do?
Result: What measurable outcome did your work produce?

For example: "One of the key challenges in my current role has been reducing customer churn in a highly competitive SaaS market. I led the redesign of our onboarding flow, introducing a guided setup experience and proactive check-ins at day 7 and day 30. Within six months, we reduced churn by 18% and increased the average customer lifetime value by 22%."

This kind of specificity is far more persuasive than broad claims about being "results-oriented" or "a strong communicator."

3. The Cultural Fit Paragraph

This is the section most candidates neglect, and it is often the one that makes the difference. In a sentence or two, explain why this company appeals to you beyond the role itself. Reference something specific: their values, their product, their approach to a problem you care about, or a piece of content they have published. This is where your research pays off.

"I have been following Greenleaf's commitment to carbon-neutral logistics since your 2024 sustainability report, and it aligns closely with my own interest in building marketing strategies that lead with purpose rather than just performance."

4. The Closing Paragraph

Your closing should be confident, courteous, and forward-looking. Restate your interest, express enthusiasm for the opportunity to discuss the role further, and thank the reader for their time.

"I would be delighted to discuss how my experience in European market expansion could support Greenleaf's growth ambitions. Thank you for considering my application, and I look forward to hearing from you."

Avoid desperate or presumptuous closings. "I am the perfect candidate for this role" is overconfident. "I hope you will consider me" is too passive. Aim for a tone that is warm, professional, and direct.

Tailoring Your Cover Letter for Every Application

If there is one piece of cover letter advice that matters more than any other, it is this: tailor every letter to every role. A generic cover letter is easy to spot and even easier to discard.

Tailoring does not mean rewriting from scratch each time. It means adjusting three things:

The opening hook -- reference the specific company and role.
The examples you choose -- pick the achievements that are most relevant to this particular job description.
The cultural fit section -- connect your values or interests to something specific about this employer.

If you find the tailoring process time-consuming, tools like CV Artisan's AI cover letter generator can help you produce a strong, personalised first draft in minutes, which you can then refine and make your own. The key is that the final letter should always feel like it was written for one company and one role only.

Getting the Tone and Length Right

Tone

Your cover letter should sound like a confident, articulate version of yourself. It should not sound like a legal contract, a text message, or a desperate plea. Write in the first person, use active verbs, and keep your sentences clear and direct.

A few guidelines:

Be professional but not stiff. "I would welcome the opportunity" is better than "I hereby wish to express my interest."
Be confident but not arrogant. Let your achievements speak for themselves rather than making sweeping claims about your abilities.
Be specific but not exhaustive. Your cover letter is a highlight reel, not a comprehensive record. Save the full detail for your CV and the interview.

Length

A cover letter should be no longer than one page, which typically means 300 to 400 words. Hiring managers are busy. Respect their time by being concise. If you find yourself running past 450 words, look for sentences that repeat information already on your CV and cut them.

Cover Letter Tips for Different Career Levels

Entry-Level and Graduates

When you have limited professional experience, lean into transferable skills from university projects, volunteering, internships, and part-time work. Focus on your enthusiasm for the industry and your eagerness to learn, but back it up with specific examples.

"During my final-year dissertation on behavioural economics, I designed and conducted a survey of 400 participants, analysed the data using SPSS, and presented my findings to a panel of faculty members. This experience taught me how to manage a research project from start to finish, and it deepened my interest in data-driven decision-making."

Mid-Career Professionals

At this stage, you have a track record. Your cover letter should focus on measurable results and leadership. Highlight moments where you have driven change, managed teams, or delivered outcomes that moved the needle for the business. Be selective -- choose your two or three strongest, most relevant achievements.

Senior and Executive Level

For senior roles, the cover letter becomes more strategic. Focus on vision, leadership philosophy, and the impact you have had at an organisational level. Hiring managers at this level want to know how you think, not just what you have done. Consider addressing a challenge the company is facing and briefly outlining how your experience positions you to help solve it.

Common Cover Letter Mistakes to Avoid

Even strong candidates undermine their applications with avoidable errors. Here are the most common ones:

Addressing it to "Dear Sir/Madam" or "To Whom It May Concern." Make every effort to find the hiring manager's name. If you genuinely cannot, "Dear Hiring Manager" is acceptable.
Rehashing your CV. The cover letter should complement your CV, not duplicate it. If you need help strengthening the CV itself, our guide on how to write a professional resume covers everything from format to content.
Focusing on what you want rather than what you offer. "This role would be a great opportunity for me to grow" is less persuasive than "Here is how I can contribute to your team."
Typos and grammatical errors. These signal a lack of attention to detail. Proofread carefully, and ask someone else to review your letter before you send it.
Being too generic. If you could swap the company name for any other and the letter would still make sense, it is not tailored enough.
Overusing buzzwords. Phrases like "synergy," "think outside the box," and "leverage my skill set" add no substance. Use plain, direct language instead.
Attaching the wrong file or forgetting the attachment entirely. It happens more often than you would think. Double-check before you hit send.

A Quick Checklist Before You Send

Before submitting your cover letter, run through this final checklist:

[ ] Is it addressed to a named person (or at least "Dear Hiring Manager")?
[ ] Does the opening paragraph mention the specific role and company?
[ ] Have you included two or three concrete, relevant examples with measurable results?
[ ] Does it explain why you want to work for this company specifically?
[ ] Is it one page or fewer?
[ ] Have you proofread it for spelling, grammar, and tone?
[ ] Does it complement rather than repeat your CV?

Start Writing With Confidence

A well-written cover letter will not guarantee you the job, but it will dramatically increase your chances of landing the interview. The key is specificity: a specific hook, specific examples, and a specific reason for wanting to join that company.

If you are unsure where to begin, or if you want to save time without sacrificing quality, CV Artisan can generate a tailored cover letter based on your CV and the job description, giving you a polished starting point that you can personalise in minutes. Whether you write from scratch or use a tool to get started, the principles in this guide will help you craft a cover letter that stands out for all the right reasons.