Showcase Your Personal Brand in Your Cover Letter

3 ways to highlight your unique value proposition.


Job seekers often overlook the cover letter in favor of the resume, but it’s just as important and effective in getting you noticed by your dream employer. It’s not only a way to expand on your experience, but showcase your unique selling points, or personal brand.

When drafting your cover letter, it’s essential to tailor it. That may include limiting your brand’s focus: You don’t have to expand on everything you have to offer, only those traits and skills that match the job description. At the same time, you want to be able to tell why you’re best fit among candidates who may have the same qualifications — what makes you different.

3 ways to showcase your personal brand

The tricky thing about cover letters, however, is that they’re actually not about you, but rather what you can do for the employer. Essentially, your cover letter should showcase your brand in a way that matches exactly what the employer is looking for in a candidate. Three things to keep in mind when showcasing your brand in your next cover letter:

Be Creative. The opening of the cover letter is most crucial, as it’s the first impression the employer will get from you. Instead of a boring, standard opening, consider a different approach. You’ll still want to address how you’ll help the employer, but using a narrative hook (for instance, the story of how you became interested in the company) is a unique way to reveal your knowledge and use your own voice instead of a template’s.

Show and Tell. The body of your cover letter is an extended view of what’s already on your resume. As both should be tailored to the job description, choose which accomplishments, competencies, or experiences to talk about in greater detail. You don’t have to choose all of them, but focus on one or two where you can show off the results and how they apply to the job position at hand. Be sure to link them to your Web site or portfolio, which can prompt employers to see more that you’ve done.

Close Strong. Nearing the end of the cover letter, you want to wrap it up with strong language and a call to action. Avoid using qualifying words (“I think, I believe”) and let them know when you intend to follow up. At the same time, link your social media sites, so they’ll get to see your interactions and expertise for themselves.

In these ways, your cover letter will be focused, concise, and connect your brand to the employer’s needs.

Reposted with permission from Personal Branding Blog