Customized Cover Letters

I just got off the phone with a client who had a simple question: Who do I address the "Dear" line on the cover letter to, if I don't have a person's name? [He's looking for entry-level jobs as a TV producer, and was sending off his resume to television stations. Several of the job postings just said: Send to the attention of "Human Resources."]

I asked him: Do you want the easy answer, or the effective answer? The easy answer is to do one of the following:

• Dear Sir/Madam
• "To Whom It May Concern"
• Omit the "Dear" line altogether, and just put RE: [JOB TITLE] and then go directly into the body of the letter.
  

That's the easy way to do it, and how probably 90% of job applicants handle it.

But my clients comprise the best 10% of job seekers -- or so I'd like to believe. (My tips and guidance help get them into that top 10%, usually.)

So my answer to him wasn't so easy -- but it's definitely more effective:
I told him to call each of the television stations and ask who he should address the cover letter to (and be sure and get the correct spelling of their name and their job title). For the types of companies he's targeting (TV stations), 95 percent of the time, a 2-minute phone call can yield this information.

In the other 5 percent of cases, you can find the information you're looking for on the company or organization's website. In a TV news job, you're probably looking for the name of the News Director. That's fairly easy to find on the TV station's website. You might want to call to make sure that person is still the News Director, though, because that's a job with a LOT of turnover (particularly right after a ratings period).

There are few things worse (from a job seeker's perspective) than sending the resume and cover letter addressed to the FIRED News Director. One, it might not get to the new News Director and second, they might not think very much of your research skills if you didn't know there was someone new in the role (even if it just happened last week).

So take the effective route, and make the call. You may even get the opportunity to talk to the hiring manager (or HR person) directly. That's a GOOD thing (although some of my clients find that nerve-wracking -- but hey, your goal is to get in front of that person eventually anyway, right? Better to break the ice now!).

Don't take the easy way out ... be effective!

Choosing Your References

References can play a vital role in securing your next job. While it's true that not all employers check references, the number of companies that do check them has increased over the past few years. References are the most vital at a key point in the job search process -- when you've interviewed for the position and are being seriously considered as a candidate.

So who should you choose as a reference?

• Whenever possible, choose professional -- not personal -- references. A professional reference is someone who has seen you at work, preferably solving problems related to the type of position you're pursuing right now. The professional reference will speak not just about the skills you bring to the job but also your personality and other strengths.

If you've been out of the workforce for some time and your previous professional references are unavailable (despite your best efforts to track them down), you may have to list several personal references -- however, these will only likely be able to address your personality, not your aptitude in performing the type of job you're seeking.

• Choose references who can provide current information. If you're seeking a position as an operations manager, a reference who knew you only when you were a production equipment operator may not be able to speak to your management strengths.

What makes a good reference? Most people think only of supervisors and managers. That's generally a good choice, because when your boss has good things to say about you, the interviewer is reassured about your ability. But customers, vendors, colleagues, and volunteer committee members can also supply valuable information.

• Supply enough references. Most companies want between 3-5 professional references. You should secure each person's permission before using them as a reference. All that means is that they agree to answer questions from an employer.

You can reassure potential references with some tips. References should not feel obligated to come up with a list of glowing descriptions of you. Instead, encourage them to speak about times when they saw you solving problems.

Be sure to provide each of your references with a copy of the resume and a sample cover letter. Ask your reference for their best contact information -- the best phone numbers and e-mail addresses to reach them. If the reference has a preferred time they'd like to receive calls, would like to receive inquiries via e-mail, or lives in a different time zone, be sure to note those on the list of references.