How to Write A Knock Out Cover Letter, with Brittany Brazell
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If the job search is all just one big numbers game, why would you take the time to craft specific cover letters for each position you apply for? Cover letters, according to Find Your Dream Job guest Brittany Brazell are the perfect way to tell an employer more about who you are and what working with you would be like. Brittany suggests keeping it to one page, making it unique to who you are as a person, and sharing your connection to the organization’s mission and values.
About Our Guest:
Brittany Brazell is the human resources manager at Our Children’s Trust.
Resources in This Episode:
- Connect with Brittany on LinkedIn.
Transcript
Find Your Dream Job, Episode 481:
How to Write A Knock Out Cover Letter, with Brittany Brazell
Airdate: December 18, 2024
Mac Prichard:
This is Find Your Dream Job, the podcast that helps you get hired, have the career you want, and make a difference in life.
I’m your host, Mac Prichard. I’m also the founder of Mac’s List. It’s a job board in the Pacific Northwest that helps you find a fulfilling career.
Every Wednesday, I talk to a different expert about the tools you need to get the work you want.
Don’t let the naysayers fool you.
Cover letters are not dead.
And a good one can make all the difference in your next application.
Brittany Brazell is here to talk about how to write a knock-out cover letter.
She’s the human resources manager at Our Children’s Trust.
It’s a non-profit public interest law firm that serves youth from diverse backgrounds.
Brittany joins us from Portland, Oregon.
Let’s get going, Brittany. Is the cover letter dead?
Brittany Brazell:
Great question, and in recent years there is nothing that has been as controversial as the cover in the HR world, and you know, I come from nonprofits, and so the cover letter is everything because it really highlights your connection to mission, to the organization, and shows us a little bit about yourself. It’s so important to get that insight.
At least in the nonprofit world, it’s alive and thriving.
Mac Prichard:
Why is that, Brittany? Why do hiring managers, like you, want to see cover letters? You mentioned that it gave applicants a chance to stand out a bit but tell us more about that.
Brittany Brazell:
Yeah, it provides an opportunity to bring life to the resume. You know, a resume has the skills, the positions that you’ve worked at, your education, but really we want to see who you are and how you connect to what we’re doing. Most nonprofits want to make the world a better place and we want to see that our employees share that value.
Mac Prichard:
So that’s what a good cover letter should accomplish. You read a lot of cover letters, Brittany. What are some common errors that you see people make that create bad cover letters? What’s been your experience?
Brittany Brazell:
Yeah, generic cover letters. A cover letter, use it to your advantage, and if you don’t use it to your advantage, it will be your disadvantage. If the only thing you do is change the title, then you’re not connected to the position, you’re not connected to the organization, and I’m going to skip right over it, and so being hyper-generic, I’ll pass it over.
If it’s too full, and you’re trying to get everything in there, it doesn’t leave much to learn, and so I tend to pass it over instead of move it forward, and I would say another big no-no, at least for me, is the picture on the cover letter. It’s not needed, it’s a little bit of a waste of space, and I don’t see the advantage of adding that picture.
Mac Prichard:
Your concern about the photo – is it that it’s wasted space, or are there other issues at play there when you see a photo on a cover letter?
Brittany Brazell:
Great question. Yes, one: it’s a waste of space, and two: it is an opportunity for unconscious bias to enter into the screening process, and we want to reduce that as much as possible, and so at the end of the day, I don’t care what you look like at all. I care about who are you, what you want to do in your professional life, what you want to do in your life in general, and how this position and opportunity and organization can support that.
Mac Prichard:
You mentioned packing in too much information into a cover letter. What advice do you have, Brittany, for the candidate who just wants to make sure you have all the information that they think matters? How do you persuade someone that less is more?
Brittany Brazell:
Keep it to a page limit. Brevity is a skill, and so, if you want to pack a lot in there, every word matters, so take time with it. Use it as a piece of creative work, if you will, and as an exercise in your writing skills because the cover letter is how you show your written communication skills, so spend time on it.
Mac Prichard:
You mentioned avoiding generic cover letters, I certainly did this early in my career, and I’ve met lots of candidates who continue to do it – they treat applications as a numbers game, and they say “Gosh, if I’m going to get out X number of applications every day or every week, I have to send a generic cover letter.”
What would you say to someone who is following that strategy, and would tell you they don’t have time to write a unique cover letter for every application?
Brittany Brazell:
I would say, yes, and. It’s impossible to create 100 unique cover letters, so I would really pick and choose the opportunities that you are really, really excited about and hyper-focus on those cover letters. As a job seeker, that’s my approach. I play the numbers game, but I also play that authenticity game, and so, I send out resumes just to get that number in, to get that motivation in, to feel excited.
Sometimes I send out generic cover letters when I’m not super excited about the job. I’ll throw my name in that hat, see what happens, but for positions that I really feel connected to, I take the time to make sure that my cover letter is reflective of how I’m feeling about the position and that the reader can feel that when they read it.
Mac Prichard:
Tell us more about why employers like you, or just employers in general, rather, don’t like generic cover letters. You’ll post a job, and you’ll get many applications. What is it about the generic cover letters, when the applications come in, that turns you off?
Brittany Brazell:
It shows that you’re not connected. You didn’t do your research of who we are, what our values are, and that’s an indication of a lack of commitment, and you know, nonprofits run lean, and so we need every person in our organization to be 100% on our mission, and a generic cover letter doesn’t bring that. It’s usually a list of, “This is what I do, this is this, this is this…” But it shows nothing about who we are as an organization and how they connect to us as an organization.
When I’m looking at 100 cover letters for a single position, I’m looking for things to rule people out, and a generic cover with a lack of connection to the mission, that’s an easy rule out, for me.
Mac Prichard:
Another principle that you recommend people follow when writing a cover letter is to show in your cover letter that you’re education and experience has prepared you for the job.
Tell us more about that, Brittany. How does that help your application, when you make that connection in your cover letter?
Brittany Brazell:
Like I said, the cover letter brings your resume alive, and it creates that narrative that you want the reader to have and so in your resume, it says, “I’ve worked in this position, I’ve had this education.”
That’s great, but how will that inform your work with us, and sometimes, nonprofits, people are more connected to the mission, maybe, than the resume is reflective of. I want to see that because when I review a resume, I’m like, “Okay, why is this person applying? I don’t see the connection.”
I move over to the cover letter and say, “Oh, that’s the connection. That’s it.”
And it may come from professional or educational experience, but it might come from lived experience or personal passions. If you can integrate, “Yes, this is a position that I’ve held and it directly ties into XYZ of your organization, your mission,” that’s a home run for me, and I get excited and I keep reading.
Mac Prichard:
Well, terrific. We’re going to take a break.
Stay with us.
When we come back, Brittany Brazell will continue to share her advice on how to write a knock-out cover letter.
We’re back in the Mac’s List studio. I’m talking with Brittany Brazell.
She’s the human resources manager at Our Children’s Trust.
It’s a non-profit public interest law firm that serves youth from diverse backgrounds.
Brittany joins us from Portland, Oregon.
Now, Brittany, before the break, we were talking about how to write a knock-out cover letter, we talked about why employers want to see cover letters, what you can do in your cover letter to stand out, and some mistakes that you should avoid and we talked about two principles that you recommend someone follow when writing a cover letter.
The first one was avoid being generic, and another was to look for ways to connect your education and experience to that specific position.
Let’s talk about a third principle you encourage applicants to follow, and that’s to show the employer, in your cover letter, what you can expect if you’re hired.
Tell us more about that, Brittany. What do you have in mind?
Brittany Brazell:
Well, I mentioned in the first segment, this is an example of your written communication, and so definitely use that to your advantage. Also, this is an opportunity to tell the hiring manager what they can expect of you, very clearly and directly. I think this is a really unique way to stand out in a pile of cover letters. One of my favorite phrases that I like to use in cover letters and interviews is, “Working alongside me, you will find…”
Let them know what it’s like to work for you. I tend to be playful at times, in my working relationships, and I’m also dedicated to excellence, so I put that in so that they know that I come with a little bit of playfulness.
Again, it brings to life that resume. It makes you a real person, and you’re priming the reader to start thinking about you in that position, you in that organization, and what it’s like to work alongside of you. Ultimately, your goal is to work alongside that hiring manager, so why not create the narrative for them? This is what it’s like.
Mac Prichard:
What would you say to an applicant who worries that if they show too much of their personality, it might backfire, that instead, you should just focus on your experience and skills in order to get the job?
Brittany Brazell:
You know, I think it’s a balance. It varies depending on the employer and ultimately, you’re trying to find the best fit for you and your position and your skillset, and the the hiring manager is doing the same thing. It’s all about being authentic and showing them what you have to offer, and so that way, they can make the best, most informed decision for them and the only way is to really show them who you are.
Mac Prichard:
Be authentic, and if the door doesn’t open, that’s a good thing in the long run. Isn’t it, Brittany?
Brittany Brazell:
It’s okay. You’re trying to find the perfect job for you, and on paper that position may feel like that, but in actuality, if it’s not bringing out the best in you, if you’re not able to show up as your authentic self, be it playful, serious, hyper-logistical, whatever it may be, then it’s not the position for you, and keep searching because it’s out there.
Mac Prichard:
Well, let’s talk about the structure of a cover letter. You’re a big fan of a three-part structure. Can you walk us through that, Brittany? Let’s start with the first part; it’s the introduction but you’ve actually got a name for it. Tell us about that first part.
Brittany Brazell:
Yes, I call the first paragraph the connector. It’s your opportunity to say, “Hey, I’m really excited about this opportunity. Here’s why, and here’s how my education and experience make me uniquely qualified to be successful in this role, in this organization.”
This first paragraph is the big opportunity that will either hook them, or lose them, and so, spend some time on this opener. Do your research, add in buzzwords that you see either on the job posting or on their websites, on their values. Say, “Yep, I feel that way too, and my education and my professional experience, which you will see on my resume, further support my connection to this value.”
Mac Prichard:
Good writers know, and I know that you’re aware of this too, you can tell someone something, or you can show them.
What have you seen work effectively in that first paragraph to show an employer that you are, indeed, excited and you do, indeed, have the education and experience that makes you the right person for this job?
What has worked? Because that’s a lot to do in one paragraph that might be four or five sentences.
Brittany Brazell:
Mhmm, be very mindful of every word and every sentence because it is short. Really highlight the value, the thing about the organization that you’re most connected with. You don’t have to list all of them. Just the one that is the most powerful that will have the reader look at that paragraph and say, “Wait a second, they said that their education and their experience connects them? Let me refer back to their resume. Oh, yeah, it does. Okay.”
Then, you’re having them go back and forth, and they’re spending time on your materials. You’re having them think about you in a different way.
Mac Prichard:
Other tips for that first paragraph?
Brittany Brazell:
Just keep in mind, it’s the introduction, it’s the connector. It’s you and them. Make the narrative to make it clear to them that this is why the two go together so well.
Mac Prichard:
That’s part one. Take us through the second part of your three-part structure for a cover letter. What do you need to do here and how should you do it?
Brittany Brazell:
I call the second part the mirror. We kind of touched on it. This is when you talk about what it’s like to work alongside of you. What kind of leader are you? What kind of employee are you? What kind of mentor will you be in this position? And really, again, create that narrative for the reader. Don’t assume that they’re going to put together the pieces of your resume and get the message you want them to get.
Write it here. Write what you want them to know, here. “I am a passionate leader who supports my employees holistically.” “I am a dedicated employee who fights for the mission. Working alongside of me you will see this, this, and this.”
Self-awareness, I think it’s a gift, and anytime someone shows me that self-awareness, I’m like, “Yes! That’s somebody who I want to work alongside of.” Because it also shows an openness to feedback, and so there’s all of these subconscious messages that are hidden in the narrative that you are constructing for the cover letter reader.
Mac Prichard:
Are there writing prompts that you recommend people use for that second part that will bring forward that kind of material, Brittany?
Brittany Brazell:
I’m so happy that you asked that question, actually, because in any job search, you should be reflecting on, one: what do you want out of the job? Two: what do you have to offer? And three: where do you want to go?
And so, in doing those reflective exercises, it helps identify those words out, those values, your goals. That way, if you write it down, you’re just putting together the pieces, and the cover letter starts to write itself.
Know thyself and put it on paper for the reader to see.
Mac Prichard:
Let’s talk about the third part of your three-part structure for a cover letter. Walk us through what that is and what you want to accomplish here and how to do it.
Brittany Brazell:
Yes, the third paragraph, it’s the closer, and I like to brand it as the three Ps. The Pros, the Personality, and the Punch.
This is your way to really show some creative writing, a different sort of version of yourself, and a way to make a lasting impression. You could start off with, “As you review my resume, I encourage you to take notice to XYZ.” What do you want them to see? “You will find this, you will find this.”
What I like to encourage is, “You will find” – enter the position that you’re applying for. So my position title is an HR Manager, so “You will find an HR Manager that…” Again, you’re putting yourself in that role in their minds, and you’re telling them, “I’m your next hire. Here I am. Take notice of this stuff and you’ll see it, too.”
Mac Prichard:
In your experience, Brittany, if you follow the three principles that you shared and this three-part structure, how long does it take, once you’ve done this, to create a unique cover letter for every application?
Brittany Brazell:
I would say probably an hour, give or take because with that first paragraph, you want to do your research, and so that will take time. You’re looking at the mission and values page, you’re looking at the organizational structure, and you know, you’re looking for those key elements that you can add into your cover letter that connect very nicely to your resume.
Again, don’t overload it. Just find those connectors to get the picture started. You want to leave some things to be discovered in the interview. One of the main parts of a cover letter is purpose, is to get that interview, and so show them enough to where they want to learn more, but they’re confident in the person that they’re inviting to learn more from.
Mac Prichard:
Keep it brief, make it unique, and above all get it done and send it out.
Well, it’s been a terrific conversation, Brittany. Now, tell us, what’s next for you?
Brittany Brazell:
You know, as an HR professional, sometimes, I see just right in front of my face for the day, and so I will be working on my open enrollment package. Open enrollment is my favorite time of year. It’s a time that, as an employer, we can show how we care for our staff, and as a job seeker, I also want to encourage everybody to ask what the benefits package is during the interview process because you will learn a lot about an organization based off of what’s in their benefits and their total rewards packages.
Mac Prichard:
Terrific.
I know that you invite listeners to connect with you on LinkedIn, so if you’d like to learn more about Brittany and her work, you can find her there, and when you do reach out to her, please mention that you heard her on Find Your Dream Job.
Now, Brittany, given all the great advice that you’ve shared here today, what’s the one thing you want a listener to remember about how to write a knock-out cover letter?
Brittany Brazell:
Be authentic because it comes through, and we’re people hiring people with the skills and experiences that come with them, but we’re people first, and so show your personhood in that cover letter, and have fun with it.
Mac Prichard:
Next week, our guest will be Frank Smith.
He’s the president of Mosaic Personnel. It’s a recruiting firm that places great people in the right opportunities.
You have a final interview for a job.
You meet with the top leader of the organization.
And you don’t get an offer.
What happened?
Join us next Wednesday when Frank Smith and I talk about interview red flags from an employer’s perspective.
Until next time, thanks for letting us help you find your dream job.
This show is produced by Mac’s List.
Susan Thornton-Hough schedules our guests and writes our newsletter. Lisa Kislingbury Anderson manages our social media.
Our sound engineer is Carlay Ream-Neal. Our editor is Matt Fiorillo. Dawn Mole creates our transcripts. And our music is by Freddy Trujillo.
This is Mac Prichard. See you next week.