How to write a great cover letter in 2025

A well-crafted cover letter remains a crucial component of job applications. It gives you the chance to personalize your application, showcase your personality, and explain how your experience aligns with the role. 

Vanessa Crues, senior career coach at Thunderbird School of Global Management at Arizona State University, says there are nuances to writing a cover letter that will give you an advantage.

Why write a cover letter

Some jobs may not ask for a cover letter, but Crues said if they are mentioned, send one. This gives you a good chance to show what you can do apart from your resume.

“Your resume sends the facts of your background and experience,” she said. “The cover letter is where you can fill in the gaps of why you are the best candidate for the role.”

Before you even start writing, Crues said you should take an inventory of yourself to find out what you want and what your strengths are.

“If you're really clear on who you are and what you offer, it makes it easier to write cover letters, makes the interview process easier, and makes it easier to talk about yourself,” she said.

How to write an outstanding cover letter

1. Start with a strong opening

The first few sentences of your cover letter are crucial. They set the tone and grab the hiring manager’s attention. 

“Start writing what you want people to know about you,” Crues said. “If you are able to answer that, then that’s what you’ll put in your cover letter.”

Avoid clichés like “I am writing to express my interest in the role of [job title].” Instead, craft a compelling narrative that demonstrates your passion and value. For example:

“As a marketing strategist with a proven track record of increasing brand engagement by 35%, I was thrilled to see your opening for a Digital Marketing Manager. Your company’s innovative approach to social storytelling aligns perfectly with my experience in developing data-driven campaigns that connect with audiences.”

If you can’t find the hiring manager’s name, address it generically but politely (e.g., “Dear Hiring Team”). A little research on LinkedIn or the company website may reveal the right contact.

2. Tailor it to the role

A one-size-fits-all cover letter won't cut it. Hiring managers want to know that you've taken the time to understand their specific needs. Analyze the job posting carefully, identifying key skills and responsibilities. Then, highlight your experience in those areas.

Instead of saying “I have five years of experience in sales,” try this:

“With five years of experience in B2B sales, I’ve consistently exceeded my sales targets by leveraging customer analytics to tailor solutions that meet client needs. I’m excited to bring this data-driven approach to [company name].” 

3. Leverage AI tools for drafting and editing 

AI tools can be game-changers when used strategically. They help overcome writer’s block, refine your language, and ensure your content is polished. 

Here's how to use AI effectively:

• Idea generation: Use AI to brainstorm compelling ways to highlight your achievements or craft strong opening lines. Crues suggests loading your resume and the job description into an AI text generator and asking it to draft a cover letter that will be noticed. 
• Proofreading: AI tools like Grammarly can catch grammar and tone issues, while Hemingway Editor ensures your writing is clear and concise.
• Personalization suggestions: Ask AI for variations on sentences to avoid repetitive language.

While AI can assist in drafting, never submit an AI-generated cover letter as a cut-and-paste document without significant personal editing. It’s essential to maintain your authentic voice and ensure accuracy.

4. Showcase soft skills and cultural fit

In today's job market, technical expertise is important, but hiring managers are increasingly focused on soft skills such as communication, problem-solving, adaptability, and teamwork. Cover letters provide the perfect opportunity to demonstrate how your interpersonal abilities can contribute to the company’s culture and success.

Instead of simply listing soft skills, provide examples that show how you've applied them effectively. For instance:

“Leading a cross-departmental team of 10 during a product launch taught me the importance of clear communication and adaptability. By establishing weekly check-ins and fostering a collaborative environment, we delivered the product three weeks ahead of schedule, increasing customer engagement by 20%.” 

“Being able to talk about your transferable skills will help you get through an interview process,” Crues said. 

5. Include data and achievements

Quantifying your accomplishments can make your cover letter more compelling and memorable. Numbers provide concrete evidence of your impact and demonstrate that you're results-oriented.

Instead of saying “I improved customer engagement through marketing campaigns,” say this:

“By implementing a personalized email marketing campaign, I increased customer engagement rates by 45% over six months.” 

Other examples of impactful metrics to include:

• Revenue growth
• Efficiency improvements
• Cost savings

If you're in a role where measurable outcomes are less obvious (like teaching or creative fields), focus on qualitative achievements or feedback from peers, supervisors, or clients.

6. Address career gaps thoughtfully

If you've had breaks in your employment, use the cover letter to frame them in a positive light. Employers are more understanding of career gaps now, especially with the rise of remote work, freelance opportunities, and changing life priorities.

Be honest but strategic. Briefly explain the gap and focus on what you learned or accomplished during that time:

“After a career break to care for a family member, I took the opportunity to upskill by completing certifications in project management and data analysis. I’m now eager to bring my enhanced skill set to your dynamic team.”

If the gap involved freelance work, consulting, or volunteer efforts, highlight the relevant skills and value you provided during that time. The key is to demonstrate resilience, adaptability, and a continuous learning mindset.

7. Include a call to action

End your cover letter confidently and clearly with a call to action (CTA). Instead of a passive conclusion, encourage the hiring manager to take the next step.

“I always like to say this is where you can show your uniqueness at the end,” Crues said. She said to avoid generic phrases like “I look forward to hearing from you.” Try something more assertive:

“I would welcome the opportunity to discuss how my experience in project management and team leadership can contribute to [company name]'s upcoming initiatives. Please feel free to contact me at [phone number] or [email address] to schedule a conversation.”

This approach shows confidence and enthusiasm without sounding demanding.

8. Keep it concise and scannable

Hiring managers often skim applications, so structure your cover letter for readability. Aim for a total length of 250-400 words and use short paragraphs and bullet points to avoid overwhelming the reader.

Making your cover letter easy to scan increases the likelihood that the hiring manager will engage with your content.

“Don’t make it two pages,” Crues said. “No one has time to read that.”

9. Proofread thoroughly

Even with the help of AI tools, meticulous proofreading is essential. A cover letter with typos or awkward phrasing can make a poor impression.

By polishing your cover letter to perfection, you'll demonstrate professionalism, attention to detail, and genuine interest in the role — qualities every employer values.

Cover letters and CVs for experienced job seekers

For seasoned professionals, a curriculum vitae (CV) serves as a comprehensive record of career achievements, typically used in academic, research, and international job markets. Unlike a resume, which is a concise, tailored document highlighting key skills and experiences for a specific job, a CV provides a detailed career history, including publications, presentations, and professional affiliations.

A CV typically requires a cover letter, just like a resume. The cover letter can personalize your application by highlighting your most relevant achievements, explaining why you’re a strong fit for the role, and demonstrating enthusiasm for the position. A well-crafted cover letter helps connect the dots between your extensive experience and the employer’s needs, making your application more compelling.

Your cover letter could be the starting point

A compelling cover letter is a blend of strategic storytelling, customization, and professionalism. By incorporating AI tools and emphasizing your unique value, you'll be well-positioned to make a strong impression in today's competitive job market.

“It’s important to have fun with the process and create consistency so you feel good about your efforts in looking for a job,” Crues said. “The best cover letter shows your personality in a unique way that is short, sweet, and to the point.”

Thunderbird’s Career Management Center (CMC) can help you with cover letters and resumes, along with giving you other career-development opportunities such as events, workshops, and coaching. Let us help you further your career.