Essentially the cover letter is a series of ‘selfies’ that shows you in action at work or study. They can then imagine you in the role, slotting into their team with ease. It needs to be readable, well written, and include keywords from the job criteria. Cover letters are also a great opportunity to showcase your good written communication skills. The employer needs to know that you have the language skills to be able to liaise well with stakeholders, and the commercial awareness of their sector that means you can hit the ground running.
Across your letter, use vocabulary which implies a good insight to their business or the role. For example, a retail employer might use the term customer, whereas a bank employer might prefer the term client. Analysing the job information, company website, and social media such as LinkedIn, will help you to identify relevant language. You also want the employer to see the energy and enthusiasm you’ll bring to the role. Use active/dynamic language which helps them to see you in action – for example, verbs such as facilitating, liaising, coordinating.