Also known as a letter of inquiry or a cold call letter, a prospecting cover letter is a useful tool if you have an interest in a company that isn’t actively hiring or isn’t widely advertising. A prospecting cover letter expresses interest in learning about available positions, demonstrates initiative and eagerness, and puts yourself at the front of the interview line when or if the company decides to expand its talent pool.
However, the problem remains: how do I write a successful prospecting cover letter? It’s a common question to ask, especially to construct one that isn’t overreaching, a simple laundry list of your skills, or a blanket template that you send to every employer. A prospecting letter is a dynamic piece that should balance your skills with tact, leaving a potential hiring manager with the details they might need about a prospective candidate for future openings. If you have a few companies that you’ve always dreamed of working for, use these tips to help you construct an intriguing, well-written prospecting cover letter.
Research Several Companies
Even if you only have a sole company in mind, don’t limit yourself by submitting just one prospecting cover letter. Cast a wide net by constructing a list of five to 10 companies. To choose these companies, you can make criteria such as mission, vision, company culture, or opportunity for advancement. Or you use the following research methods to compile your list of prospective companies:
- Use social media platforms, especially LinkedIn, to connect with people who work for the company
- Reach out to former colleagues, coworkers, or classmates that now work for one of your target companies
- Perform an online search for companies in your field of expertise using search terms like “Top Marketing Companies” or “Best Software Development Firms”
- Access Virtual Vocations database of remote-friendly companies
- Combine one of your passions with your search, including “Environmentally Friendly Companies” or “Companies That Value Inclusion and Diversity”
Know Who You’re Writing To
While you can address your prospecting letter to a generic “Dear Sir or Madam” or the ubiquitous “Dear Hiring Manager,” you will make the best impression if you do a some investigative work to reveal the man or woman who makes the important decisions. Some methods you can try to find the person who you’ll resonate with might include:
- Explore the company’s website staff directory or try to find the person on LinkedIn. Look for human resources contacts or a person with the title of Hiring Manager.
- Check the company’s website for job listings. You can do this even if the jobs are not related to your desired position. The job ads will likely list a company hiring contact.
- Call the company. This old-school approach is surprisingly effective if you’ve exhausted all other avenues. Simply ask the receptionist for the name of the hiring manager. If you feel strange being so straightforward, ask to verify the correct spelling of the hiring manager’s name before you send out an email.
If all else fails, you can still go with a nonspecific title. But if you can track down the right person, it shows initiative and that personal touch. Or when all else is equal, it makes you stand out
How To Grab the Attention of the Hiring Manager
A prospecting cover letter is a means to introduce yourself to a company, list your qualifications, and inquire about open positions. However, your letter shouldn’t read like a technical manual. A hiring manager will read thousands of cover letters over his/her career. They may even fall under the “six-second rule.” This is the idea that you have six seconds to grab the attention of the person reading your cover letter. If you don’t, your application falls squarely in the reject pile. Thus, you can use your prospecting letter to set yourself apart from the field.
Keep in mind that the expansion of remote work has created fiercer competition than ever. Here’s how to make your cover letter stand out:
- Draw in the hiring manager with a powerful opening sentence. Praise the company or immediately state your best qualification.
- Write in a tone that is industry-suitable. Don’t use casual, regional slang if you want to work for a national company.
- Use humor and whimsy when appropriate. But don’t try to be a comedy writer if you are interested in a position as a Senior-level Business Analyst.
- Add personalization. Inject your own research about the company instead of submitting a stock form letter to all of your prospects.
Demonstrate How You Can Add Value to the Organization
While incorporating the aforementioned attention grabbers, you also need to discuss how you can potentially add value to the organization. Yet this isn’t just a list of accomplishments or braggadocious commentary. The difficulty of this task is further exacerbated by the fact that you’re not applying to a specific position. Instead, you need something that’s more broad on how you would fit into any relevant position within the company.
You can certainly start with tasteful examples of past successes and how they would translate to a position with the company you’re prospecting. Furthermore, highlight some of your transferrable and employable skills that make you an attractive candidate for the future. These can be a mix of hard and soft skills. Here are some examples of what you may add based on your own unique skill set:
List of Skills to Include in a Prospecting Cover Letter
- Great listening skills
- Delegating
- Training others
- Collaborative skills
- Conflict Resolution
- Strong communication skills
- Attention to detail
- Leading productive meetings
- Hiring and interviewing
- Various computer skills or proficiencies
- Goal setting and task prioritization
- Time management and multitasking
- Ability to learn new skills
You can obviously come up with more on your own, but the main idea is to provide a sense of what you bring to the company the next time they have an open position.
Finish Up With the Next Phase
Although you could end a prospecting cover letter with a simple “Regards” or “Sincerely,” this doesn’t tie the letter together like providing information for the next step or phase in the process. Instead, include contact information such as an email or phone number, as well as links to your LinkedIn page or online portfolio. While not absolutely necessary, you could provide your resume for the hiring manager to peruse at his or her leisure.
Example of a Great Prospecting Cover Letter
Even if you have a basic idea of how to ride a superb prospecting letter, seeing an example can provide you with the framework to shape one to your personality and writing style. Remember that hiring managers have been around; they’ve seen templates before, and a surefire way to have your email disregarded is to simply copy one of these examples. Use these to your advantage, but don’t copy them or paraphrase them where the origin becomes obvious or the prosepecting letter loses its personal touch.
Example:
Steve Smith
123 Fake Street
Springfield, Rhode Island 10101
456-789-0123
steve.smith@gmail.net
Dear Ms. Jackson,
I read about X Company in a Forbes article about how your company is becoming an innovator in the industry. It’s something I want to be a part of. While I don’t see any open positions on your website, I would like to inquire about applying for open positions in the future. I’m interested in a career in software engineering, and I have extensive remote work experience, which may play into the hybrid work model that X Company is employing in the near future.
I have a bachelor’s degree in Software Engineering, and I am currently working toward a credential as a Certified Software Engineer from the Institute of Certification of Computing Professionals. In addition, I also have five years of software engineering experience at a publicly traded corporation, as well as two as a freelancer. Due to some of the programs I wrote, I won Software Engineer of the Year at my company, which is an award I’m extremely proud of.
I’ve attached my resume, which contains additional information on my experience and skills that relate to your company. I would love the opportunity to discuss any openings you may have coming up or discuss my skills and what I can bring to the company. Please reach out to me via email or by calling me at 1-456-789-0123.
Thank you for taking the time to read this letter. I look forward to speaking with you in the near future.
Sincerely,
Steve Smith
Add Your Own Spin
The above prospecting cover letter should give you a basic idea of where to start, but don’t be afraid to put your own spin on it. If humor is your thing, throw in some of your best stuff. Or if your position is of a more serious nature, stick to accomplishments. Just as you’d dress for the job you want, you should create a tone for the job you desire. But any details or language that can make you stand out is always a welcomed addition to a cover letter.
Keep in mind that you should also tailor each prospecting cover letter to each company you send one to. The intro paragraph is where you’ll usually differentiate from other employers and demonstrate your knowledge of the organization. While you might be able to keep your accomplishments the same, always conduct your research to add in-depth knowledge and why you want to join the company. If you fail to do this, it will seemingly appear as though you’re not looking for a career; you’re just looking for something to pay the bills.
Your Work Isn’t Done: How To Follow Up on Your Prospecting Cover Letter
Once you’ve taken a deep breath and clicked the send button on your prospecting cover letter, your job isn’t quite done yet. You still need to follow up. However, this isn’t like a traditional follow-up that you’d have after the interview. If you haven’t heard anything back in a few weeks, start your follow-up by seeing if the company has posted any jobs recently. If they have, it’s worth your time to apply to a position you want or to reach out to the contact you emailed before. By doing so, you can solidify your name among a pool of applicants, as well as put your best foot forward toward finding the perfect job for your career aspirations.
Do you have any tips for a prospecting cover letter? What worked for you in the past? Connect with Virtual Vocations on Facebook, Twitter, LinkedIn, Instagram, and YouTube to share your thoughts and tips. We’d love to hear from you!
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Based on original content by Kimberly Back
