This article is part of a series featuring insights from Impactpool career coaches.
Tell a Story, Don’t Summarize Your CV
Your cover letter should add something new—not repeat your CV. Use it to explain your motivation, connect your experience to the organization’s mission, and show that you understand the challenge behind the role. Think of it as a short, compelling argument for why you and this role are a strong match.
Show You Know the Organization
Do your homework. Reference a specific programme, report, strategy, or challenge the organization is working on. This demonstrates genuine interest—and makes your application feel intentional. Generic cover letters that could be sent to any organization are easy to spot.
Be Yourself
Authenticity matters. A cover letter that sounds like a template is less powerful than one that sounds like a real person with genuine motivation. You don’t need to be informal. You do need to sound human and let your voice come through.
“Make sure the audience gets an idea of who you are, and what you in essence, have to contribute.”
— Merlijn Angad Gaur, Senior Executive Consultant
Keep It Concise
One page is the norm. Hiring managers are busy, so keep your message focused and purposeful. Aim for three or four strong paragraphs, with each one adding something meaningful.
What This Means for You
Don’t treat your cover letter as a box to tick. It’s an opportunity to make a human connection, show your motivation, and help the hiring team understand what you could bring to their mission.
Use it. Don’t waste it.
Key Takeaway
A compelling cover letter tells your story, shows you understand the organization, and makes a clear case for the match. Don’t repeat your CV. Use your cover letter to show why you belong.