This entry is one in a series by Deb Walker on avoiding the top three cover letter mistakes:
A major mistake is not understanding the hiring motives of your audience. Job-seekers target their resumed to three basic audiences: executive decision-makers, resume screeners, and third-party recruiters. Each of these groups has its own hiring motives.
- Executive decision-makers are looking for candidates who will have a significant impact on bottom-line initiatives, such as time saved, income generated, revenue built, etc.
- Resume screeners are searching for candidates who directly match the lists of qualifications in the job description.
- Third-party recruiters are looking for selling points to help position you as a top candidate.
Knowing these hiring motives will help you craft your cover letter specifically to catch the attention of your particular hiring audience. By appealing directly to the reader, you are creating an immediate bond that will make you a stronger candidate.
