Chapter 2 | Why Most Cover Letters Don’t Work

Most cover letters fail because the candidate starts writing before they have worked out what the role needs, what they should highlight, or what the employer is likely to care about. This creates cover letters that are too broad, too vague, too long, or too similar to everyone else’s.

Common reasons cover letters fail

1. They repeat the CV

A cover letter should not say:

“I worked at X company where I was responsible for A, B and C. Before that, I worked at Y company where I did

D, E and F.”

That is what the CV is for.

2. They are too generic

Generic cover letters usually include phrases like:

I am a hardworking professional

I am passionate about success

I believe I would be a great fit

I am a motivated individual

I have excellent communication skills

These statements are not wrong, but they are weak because they could belong to anyone, a recruiter needs evidence, not broad claims.

3. They focus too much on what the candidate wants

It is fine to explain why the role interests you, but the cover letter should not be centred only on your ambitions, the employer wants to know what you can bring.

Instead of saying:

“I am looking for a role that will allow me to develop my career.”

Try:

“This role aligns closely with my experience in stakeholder engagement, service improvement and operational delivery, particularly in environments where structure, pace and communication are critical.”

4. They are too long

A cover letter should not feel like an essay, if it is too long, the strongest points get buried; a good cover letter should usually sit between 250 and 400 words, depending on the role and context.

5. They do not show enough role alignment

Many cover letters describe the candidate, but not the match; the reader needs to see the connection between:

what the employer needs

what you have done

what you can bring

Without this connection, the letter feels disconnected from the application.

Do not ask:

“What can I say about myself?”

Ask:

“What does this role need to believe about me?”

That one question changes the entire purpose of the cover letter, it moves you from describing yourself to positioning yourself.