Menu Search
Jump to the content X X
SmashingConf London Avatar

We use ad-blockers as well, you know. We gotta keep those servers running though. Did you know that we publish useful books and run friendly conferences — crafted for pros like yourself? E.g. our upcoming SmashingConf London, dedicated to all things web performance.

What Makes A Great Cover Letter, According To Companies?

Ah, the dreaded cover letter. Boring to write, difficult to get right, and you’re usually preoccupied by other things (such as the portfolio and resume, which are also really important).  Unfortunately, your cover letter is a company’s first exposure to you, and it determines whether your application is trashed or fast-tracked to the company’s to-hire list. [Links checked February/15/2017]

The status of the cover letter is changing in the Web industry. While a well-formed cover letter still has a place, some companies believe that Web folk who rely on this archaic tool never make it to the next round. But what do I know? Let’s hear instead from some great Web and design agencies to get their advice on creating a great cover letter!

Further Reading on SmashingMag: Link

The Old Way: Copy, Paste… Personality-Free Link

Anyone who has ever recruited for a job has received “that letter.”  And it’s always the same: usually a “Dear Sir/Madam,” followed by some generic schpiel about how the applicant will fit in well with the company, no matter what the role or company.  The text is boring, as if copied from a “How to get a job” pamphlet from 1980. The companies I spoke to overwhelmingly hated form letters. So, first and foremost, personalize your email or letter. Secondly, tailor the letter to that company. Here is the advice of some companies on personalizing cover letters.

No Sirs or Madams! Link

Addressing an actual person is so important. This was by far the most passionately made point by every company I spoke with. Companies want to know that you have taken the time to personalize your email.  If you can’t find a name to address (which happens 10% of the time) or you’re not sure whom to address, at least use something like, “To the creative director at [company name]” (don’t forget to get the title and company right before sending!).

We trash generic inquiries (i.e. form letters) automatically. If you don’t care to put in a little effort to tailor your communication to my company, I sure don’t care to read it. Why do you want to work for Particular instead of some other company? How did you find us? Some indication that you’ve read the Particular or Matter websites is a good start.

— Ash Arnett, PARTICULAR4535286

I want to click delete if I see “Dear Sir/Madam” or “To whom it may concern.” If you actually read our blog and mention one of the posts in your email, I know that you actually took the time to determine whether you liked what our organization is about or whether you just added our email address to your Bcc field. It’s not hard to find out who you’re talking to if you actually take time to browse our website.

— Josh Cramer, Cramer Dev

The worst thing someone could do is send over a generic copy-and-pasted email in which they’ve just changed your name or company name. You’d be amazed how many people do this. It’s an instant turn-off. You find people referencing things that have nothing to do with your company or any sort of job role you have available.

— Andy Ashburner, Caffeinehit397

Bcc Is Not Your Friend Link

We’ve all done it.  We want to save time, so we mass email many people by “secretly” blind-copying them.  Friends don’t really like it that much to begin with, so what makes you think a company would take you seriously?

Technology gives you power to Bcc 100 email addresses or more at a time. That is dangerous. Sadly, too many applicants send one email that is clearly being posted to many agencies and is not personalized at all. For me, getting a good job is not a numbers game. From greater effort springs reward. I can still remember the intros of all the people I hired.

— Mark McDermott, Codegent29238

Really? You’re Real? Link

Showing personality, showing that you haven’t just copied the cover letter of your “Web designer” template, scores big points with employers. Demonstrating personality with real examples makes you even more real.

We look for clues that begin to reveal the candidate’s personality based on the tone and voice of the letter, as well as layout (which is actually more important to see in their resumes for some of the more design-oriented roles we have).

— Boris Chen, Extractable9

For a CSS designer, rather than just hearing you say, “I’m crazy about CSS,” we’re looking for your blogging or tweeting about the latest CSS3 developments and seeing you active in communities and forums. A prime example is that some of our team members are ALA authors or even have been on Smashing Magazine. Those things show you’re passionate.

— Dave Rosen, XHTMLized.com1410

Structuring Your Cover Letter Link


Cover letters are your first contact with employers, so getting the length and content right is important.  Most companies agree that you should include some links to your work, and definitely follow any instructions that they put in the job advertisement!

You’ve Got 20 Seconds… Short and Sweet, Please! Link

Any Web design agency worth its salt is too busy these days. They have to beat off new clients with a stick.  Remember that talented people are busy people, and most Web people have the attention span of a gnat. The Web is all about scanning, so make your cover letter adhere to the standards you apply to Web writing.  Every word counts!

First, we’re busy people. We have a ton of projects and clients to manage, which generally means that we’re starved for time. This lack of time and volume of resumes means we don’t spend a good deal of time reading the emails or cover letters of every applicant (sorry, but it’s true). We’re not interested in verbose cover letters. In fact, just a line or two of copy in the email along with a link to the portfolio is plenty. Witty is fine, so is professional.

— Geoff Teehan, Teehan+Lax2611

I look for short and sweet with a touch of personality in a covering email. But the most important thing by far is the first impression I get after clicking the link to see the applicant’s website. The covering emails of both Kevin and André were strong:


My name is Kevin John Gomez.  I’m a web designer currently living in Brooklyn.  I saw your post on Krop and you guys look like a really cool outfit… definitely a group I’d love to be a part of.  Just thought I’d say hello and give you some of my information.

My portfolio/blog:

My online resume: (let me know if you’d like a PDF)

Anyway… nice work guys… keep it up.


Hello Noam,

I’ve just seen your job posting at I thought it might be interesting to drop you a line: The easiest and fastest way to get me and my portfolio introduced.


André Souza

— Noam Sohachevsky, Mint Digital12

[Cover letters] have been replaced by email messages that must convey in two to three sentences the reason for your inquiry, your specific desired position within my firm, a phrase about your experience level, a link to your work samples and a sense of your personality.

— Heather Olson, Larsen13

Give Your Best Examples Link

Give examples of your work, but only the best. There’s no need to show 20 samples when 5 are good and 15 decent.  This goes back to the time factor: remember, you have just 20 seconds to impress them. Give them your best, and if they want more, back it up with a portfolio. And don’t forget how much you hate receiving 10 MB attachments.

Generally, we won’t look beyond three websites that people have done (unless they are all good), so just serve a sample of your best. For JavaScript programmers, we ask that they include samples of… one or two short snippets of functions, along with an explanation of why they’re proud of that code.

— Dave Rosen, XHTMLized.com1410

Thank God that the “creative period” for cover letters—when people sent their applications on CD roms (which never worked), linked to inventive portfolios (that always crashed) and so on—seems to be over and done with.

— Claus Sølvsteen, Partner at Peytz & Co.15

When we ask for design samples, we actually mean a link or a very small PDF, not twelve 20-MB files created in Corel Draw.

— Scott Johnson, Rock Creek Strategic Marketing4016

If You Get Instructions, Follow Them! Link

Sometimes, job postings ask for something specific. They may ask, “What makes you passionate” or any other of a million questions. The employer does care about your answer (so make sure yours reflects well on your), but they often include the question to weed out those who can’t read or follow directions.

When we write job ads, we try to include some specific instructions, just to see whether the applicant makes an effort to follow them. So, for example, we might ask for a CV/resumé in PDF format and request a description of how the applicant meets the job spec. It’s amazing how many applicants don’t follow these simple instructions: many will send CVs in Word format or won’t even attempt to explain why they’re suited to the job.

— Jonathan Kahn,Together London2217

We ask for six things from all our candidates: a catchy subject line, their top three skills, their best teamwork tactic, a URL, a resume and a reason why they want to work at ZURB. We ask for these things because we really want to see them. It’s also a litmus test to see if the candidate can follow directions. We want people to follow directions, but we also like rule-breakers when it makes sense.

— Bryan Zmijewski, ZURB333018 (creator of Notable App343119)

Let Them Know How to Contact You Link

If you’re available by phone, let them know.  If you’ve sent out 1,000 applications, though, you risk getting a phone call in which you have no recollection of who they are or what you wrote in your cover letter to them.

Include relevant contact info (phone, cell, email, Twitter, etc.). Make sure you use a Gmail address (or something else professional-looking). You don’t want to be using a Hotmail address like

— Ryan Cash, Marketcircle3620

Words Score You Points Link


While not all companies expect you to be an expert writer, many want you to submit an adequately crafted cover letter. Overwhelmingly, companies agreed that spelling mistakes would cause them to look negatively on you, so you have no excuse. If you don’t have the writing skills, or the language is your second, find a friend or hire someone to help you.

“Your a Good Companie!” Why Spelling and Grammar Mistakes Will Bury You Link

I’m a stickler for spelling and grammar (if any errors are in this article, color my face red!), and I hate to admit that I do judge people by their writing abilities. Unfortunately, for weak writers, the employer’s first impression comes from your cover letter. If they notice an error, your application is already halfway to the bin.

The basics need to be right. Well written, good grammar, no spelling mistakes (people who can write well are always viewed in a positive light). Enthusiasm needs to shine through. Solid typography, nicely laid out, showing organization and flair, but nothing too fancy (as befits our own company style). We’re also happy if the cover letter is online rather than on paper.

Really, it’s all about attention to detail and good writing.

— Rich, Clearleft21

Sweat the details of the wording itself. We can see pretty quickly whether you’ve made an effort, and we’ll infer from that how much effort you would make when working with us. I think it’s impossible to overstate how important good writing skills are for a Web design professional; the cover letter is your big opportunity.

— Jonathan Kahn, Together London2217

Spell-check, spell-check, spell-check… Did I mention spell-check?

— Mark McDermott, Codegent29238

Kisses of death: Typos, bad type, no personality, generic paper.

— Justin Ahrens, Rule 2924

Don’t Look Desperate Link

You may be desperate for the job, but your cover letter shouldn’t show it. You’ll scare them, and they’ll wonder why you have been having so much trouble finding work. You don’t want warning bells to sound in the introduction!

For speculative inquiries, an attractive cover letter explains what you’re about and why you’re interested in working with us. A small compliment helps us to understand what turns you on, although I don’t recommend flattery! Also, be careful with “I’m in need of work”-type wording, because no one wants to employ someone who’s desperate. The most attractive cover letters show the applicant’s confidence in their ability, a passion for a certain type of work, and genuine interest and excitement at the prospect of working with us.

— Jonathan Kahn, Together London25

Know The Company Link


A form letter does not usually have any information about the company being applied to. But taking the time to research the company and find common points of interest makes an impression. It shows you care about the company and that you think you will fit in.

Knowing the company also helps you set the tone of the letter, allowing you to inject personality that relates you to the company. Here are some more thoughts from the companies themselves!

What Does the Company Do? Link

Ask yourself what makes this company great and what it’s proud of. Getting in the employer’s state of mind makes it easier for you to sound as if “you would be a good fit” for the team!

What usually makes me want to meet people is if they’ve demonstrated that they understand their audience. This is crucial because it’s what we ultimately get paid to do. In this case, the audience is me. Do they understand who we work for and what we do? If all we do is campaign work for shoe companies, then showing me your latest intranet design isn’t a great idea. Do they use language that shows that they did a little homework? We say a lot on our website, and someone who takes the time to read it and adopt a style or language that’s appropriate to my business will stand out.

— Geoff Teehan, Teehan+Lax2611

What makes a cover letter stand out? This is probably not a sexy answer, but not as obvious as you might think: take a second to learn something about the company you’re submitting a resume or portfolio to. Is there a particular project or client you’d like to handle? Did one of us say something on a blog that you strongly agree or disagree with? Anything other than a generic form letter. Those are depressing to get and depressing to throw away. Yet amazingly, so many job seekers just blindly fire them off.

— Rob Robinson, Mess Marketing

Make It as Good as the Company You’re Applying to Link

So, you want to work for the best agency in the city? In the world? Think about what kind of cover letter would impress it. Maybe more is required than a cover letter: you have to aim as high as the agency does.

This whole gig is about first impressions, isn’t it?

Clients hire us because we have an amazing staff of designers who get people to say, “Hey, cool site.” And our developers build one-of-a-kind functionality that keeps visitors engaged and coming back. A candidate’s cover letter should be the same, with the cover letter being the design (motivating “buy in”) and the resume there to support the design and engage us as employers.

— Brian D. Aitken, Halo Media LLC4427

Be Professional Link

The Web industry is pretty informal, but you are still addressing a company, so be respectful.

Be aware that you are addressing the person who you hope will sign your pay check. We are collegial, but we’re not your buddies yet. If you’re coming at us through some social networking channel, be sensitive to the fact that those channels aren’t exactly ringing endorsements of credibility.

— Ash Arnett, PARTICULAR4535286

Set an Appropriate Tone Link

While you must maintain a certain level of professionalism and courtesy, if a company projects a silly image, you won’t get very far with a bank-like letter.

Align your tone of voice in the email to the company’s culture as you perceive it. For example, we have an informal style. If a person is too formal, you couldn’t imagine them fitting in, even if their credentials are good.

— Mark McDermott, Codegent29238

Use Humor, If Appropriate Link

Funny is great, but only if you can pull it off without insulting someone. Done right, it will stand out from every other form letter.

We get a lot of email applications, so seeing someone toss in a little humor here and there is nice. It shows that the candidate is comfortable in both their technical skills and their writing. It also helps us get a feel for their personality, which is a big factor in our hiring process.

From: Jonathan

Subject: Nothing can beat a UI ninja. UI ninjas are masters of every style of design!


Very, very obscure Scrubs reference. If you got that, kudos!

Top 3 Skills:

  • Renaissance Man I have experience in graphic arts, typography, programming, web design, print design, UI and human factors.  I also play a mean Rock Band guitar.
  • Obsessive Well within reason, I’m not crazy or anything – I just like a UI/Brochure/Website/etc to be as good as possible, and I’ve been known to go through as many iterations as I need to make that happen.  Time permitting, of course. I know the world is full of deadlines.
  • Nerd Okay, not a plus for everyone, but hear me out. I love the web and techy things and computers and what makes them tick.  I constantly look for new ways to do my work, new programs, new sites and new methodologies.  I won’t let my tools slow me down, and I can fix them when they break.  I’m not saying I can debug a crashing Dreamweaver, but only because I haven’t coded assembly in a few years.

Portfolio is here <link removed>. Resume is here <link removed>.

Thanks for your consideration, and I can’t wait to hear from you.

– Jon

Bryan Zmijewski, ZURB333018 (creator of Notable App343119)

When we hired Kejia (one of our concept developers), the job ad said “Must like hot pot.” And in his achievement section, he said he had “eaten hot pot to the point of exhaustion.” I liked that because it was a subtle touch. We met the other ideas developer (Utku) when playing “I’m in Like With You.”

— Andy, Mint Digital4332

Questions? Yes. About Benefits? No. Link

You probably want to know about the perks. Everyone wants to ask about salary, benefits and extras, but this is a conversation for when you get the job (or when they bring it up, but still be careful!).  You’re supposed to be interested in working for them, not in what they can do for you.

What makes us cringe? Preoccupation with our benefits package. ZURB treats the team very well, and we want potential candidates to understand that although we expect a high level of commitment and quality from our team members, we’ll do everything we can to make work (and life) a little easier. But we don’t want candidates who are more interested in house-cleaning than the many unique opportunities offered by working at ZURB.

— Bryan Zmijewski, ZURB333018 (creator of Notable App343119)

Disclose Your Reason for Contacting Link

Why do you want a job with that particular company? If the company is not advertising a job, you should probably let it know why you’re getting in touch.

Be clear about why you are contacting us. What kind of job are you looking for? Why that kind of work? Are you looking for a job, for information, for a candid portfolio review? Some of the best letters we have received are from people who were smart enough to ask for a few portfolio comments or advice, even though we weren’t hiring.

— Ash Arnett, PARTICULAR4535286

In an ideal world, the cover letter would act as a nice bridge from your book to ours. For example, I got a letter from a woman who had a book filled with skate and snowboard work, and she felt it would be a good fit for us. We agreed and interviewed her. I’ve also interviewed people who have a body of more traditional work and who are eager for a chance to work on cooler projects for brands they actually care about. Making the case for why you should work here, in particular, is the best way to make your cover letter work for you. And you don’t need to bust out any gimmicks or spend a lot of money on an elaborate presentation.

— Rob Robinson, Mess Marketing

Be Relevant Link


So many cover letters address things that have nothing to do with the job or company. If you endear yourself to a company by being relevant, being qualified and having all the attributes they are looking for, you’re almost there!

Bring in the Real World Link

Every presentation could benefit from examples, and cover letters are no different. You need to give the employer concrete examples of what makes you hardworking, passionate and all those other things you told them.

When writing a cover letter, bring up real-world examples of how you’ve done something positive in relation to the role you’re applying for. For example, if you’re applying for a marketing position at Marketcircle, and you used to do marketing for a restaurant, talk about how you were able to bring in more customers during non-busy nights, and how you were able to create promotions that increased the average dollar amount spent on each bill, etc. If you are applying for a job in your current industry, having relevant examples is even more important (e.g. “I was able to increase trial downloads by X amount” or “increase website traffic by X amount of visitors”).

— Ryan Cash, Marketcircle3620

Bring the Whole Package Link

Some of us well rounded: we design, code, write and more.  Small companies look for that, so let your skill set shine.  Be careful though: if some of your skills are not as shiny as others, you don’t want to draw attention to them!

Most of the resumes we receive include links to portfolio sites. And that’s where we usually start. We look for a good understanding of design basics: color choice, white space usage, proportion, contrast and typography. Next, we go back to the resume and review it for grammar. It’s important for us that our folks know how to communicate well in text as well as graphics.

— Daimon Caulk, Modal Inc.4837

Whether we’re hiring designer, programmers or project managers, we’re always looking for people who can do more than just their one role. Not that they have to be able to write Web copy, but they need to “get it.” So, someone who makes a cover letter really shine (mostly by what they say and how they say it) cuts through the clutter wall.

— Bill Shander, Beehive Media38

Make Sure You’re Qualified Link

Anyone who’s had to burrow in hundreds of cover letters gets annoyed when people apply for positions they are not even remotely qualified for. If you’re a Java developer and have never done any Ruby work, then don’t apply for a Ruby job.

Of course, employers sometimes demand every skill imaginable, which no human possesses. Make sure you at least have most of qualities before applying.

You’d like to think that we get the best of the best getting in touch. Truth be told, there’s a s***-load of people out there who seem tho think they’re amazing at what they do. Truth be told, they’re generally rubbish. I find it quite painful the number of people who class themselves as Web designers yet create sites that evoke the ’90s.

— Andy Ashburner, Caffeinehit397

If someone has had seven jobs in seven years, there is a problem. If someone just graduated from design school and is applying for an Art Director position, it actually annoys us. Similarly, if someone is claiming to be the “perfect candidate” because they are “passionate about design” but somehow they forgot to go to design school, that’s also a problem. (Loads of experience and great portfolio would compensate for no design school. We have a world-class Director of UX who is completely self-taught, but that is sooooo rare!). If half your work is great, and half is terrible, we assume that you did the terrible half.

— Scott Johnson, Rock Creek Strategic Marketing4016

Be Creative Link


Should you be showcasing your creative talents in your initial contact? That would seem to be a cautious move maybe. While you can grab their attention, not all attention is good. At the same time, you want to stand out. Typography is welcomed in some cases, while not in others, so proceed with creative cautiousness!

Be Creative Link

Creative coverletter example courtesy of Plank Media41

In a creative industry, a creative cover letter stands out. When you’re up against hundreds of other candidates, and if you have the guts to do it, go all out!

If a really original and well designed cover letter came across my desk it would get my attention. There is only so much info that needs to be conveyed on cover letters so designers should always be mindful as to not to try to over design. We always keep an eye out for simple, tastefully designed solutions. Typography is probably your best weapon when it comes to cover letter layout and proper use of white space and balance.

— Will Luper, New Medio42

As far as gimmicks and whatnot go, the same rules apply- please do a little homework and make sure it makes sense. Two years ago, I interviewed a designer who brought his resume and a few work samples in via this plywood sleeve. It was covered in street art and personalized with our logo. Kind of cool, and I appreciated the time and effort he put into it. (At the time, our website had more “street” feel that the piece kind of naturally complimented.  For whatever reason, it didn’t work out at the time, but hey.. it’s two years later and I still have resume in my office.

— Rob Robinson, Mess Marketing


… But Not Too Creative Link

While everyone likes a creative soul, businesses are still businesses, so don’t go too crazy. Little touches impress just as much as grand gestures.

In general, the really ‘creative’ applications seem to be from utter nutters.

— Andy, Mint Digital4332

There’s a fine line between showcasing your creative abilities and coming across like Elle Woods from Legally Blonde with a bright-pink perfume-sprayed resume.

— Brian D. Aitken, Halo Media LLC4427

Honestly, articulately talking about your own work and interests is a lot more impressive to us than jargon or a litany of credentials. In fact, a well written letter can be a lot more compelling than a resume. As far as format goes, I’ll just say: We love experimental typography; we don’t especially enjoy it in correspondence.
Ash Arnett, PARTICULAR4535286

Traditional Cover Letters Don’t Work With All Companies Link


Over half the companies I contacted said that traditional cover letters don’t have any impact on them. We’re in an age in which Googling reveals a lot about someone. Others say that they only work with people they know. There’s also that extra mile: as in the case involving 37signals46, if you want them to impress them with a side project, design something to really impress them. Here are some thoughts on the death of the traditional cover letter.

Get in Touch Another Way Link

You may find getting introduced via social media is best. I have spoken to quite a few in the industry who were hired over Twitter, who met via LinkedIn and more.

Often the relationship starts on Twitter or Facebook; ideas and conversation are exchanged. If there’s interest, we usually look at your blog, FriendFeed and Flickr accounts as well. We want to know how you think, how you express your ideas as much as we want to review your clever presentation or design portfolio. Designers should consider every tweet and blog post as a part of selling themselves and who they are. YouTube videos about why you want to work with us are a great way to make an introduction.

A cover letter has never landed someone a job with us. I would say that a brief email with links to social accounts, blog and portfolio is the best way to go.

— Ward Andrews, Drawbackwards47

End of the Cover Letter? Link

As more and more people meet, are recruited, use social media and apply for jobs in different ways, the best jobs will be taken by those who can network and go the extra mile. Start networking, set up a Twitter account, do something new and impressive, and when you approach a big company, they’re more likely to notice you.

Interestingly enough, most of the resumes we receive are via our contact form on the website, and most of them don’t come with cover letters. Recently, I called a designer back, and honestly I reached out to her because she graduated from VCU. I know the design program because I graduated from there. You know, for us, if you’ve got a good portfolio, you’ll get a call-back. Just don’t mess up that opportunity with a poorly written resume. Effective communication is the hallmark of a good designer.

— Daimon Caulk, Modal Inc.4837

In general, I think the era of the cover letter is gone. That puts it in the same dead category as the resume and traditional interview. At Fresh Tilled Soil, we are looking for something remarkable from a cold solicitation from a designer. What do we think is a remarkable way to get our attention? Here are some good examples:

  • Redesign a big name website as a way to show your skills to make improvements on an old idea.
  • Send us a quick version of what you think we could have done on a client project.
  • Redesign a single page from the FTS site to show why you think you could be valuable as an internal resource.

Apart from that, we recommend that designers get their portfolios in order before contacting us. Nothing is worse than a designer asking for an interview but not having their portfolio ready.

— Richard Banfield, Fresh Tilled Soil49

We don’t get cover letters. Sure, we get a lot of people looking to work for us, but in the interactive world we rarely see cover letters. In fact, we couldn’t care less about resumes, let alone whether a cover letter is attached.

To us, it’s all about the work. What we want to see are killer portfolios, the apps you’ve built, the open-source projects you’ve contributed to, your design sense, your involvement in whatever dev community you belong, etc.

— Chris Teso, The GOOD50

I’d say in a creative industry anyone who sends us a cover letter isn’t being creative, and I’d delete it. If you want to approach us or a potential employer that appreciates creativity and being different, I’d look for alternatives. Emailed cover letters are for uncreative scared people. I think a phone call is underrated.

— Allan Branch, Less Everything51

You Might Need to Be Famous, or at Least Connected Link

The best jobs are often gotten through recommendations, contacts and fame. Get involved in open-source projects, and go to nerdy meet-ups in your area.

We often work with people we “know” through the Internet. I worked with Doug Bowman after admiring his work online. Same with Adam Greenfield and Brian Alvey. I started working with Jason Santa Maria after reading one of his blog posts. And Liz Danzico was a client.

— Jeffery Zeldman, Happy Cog5652

I’d say 95% of our hires have been us scouting people who we were familiar with and already respected. The other 5% were some random acts of magic. That said, all of the candidates who we get through email and even snail mail seem to come with no cover letter. Hmm… maybe that’s why we never hire them.  ;-)

— Paul, Ratio Interactive, Inc.53

Get Your Foot in the Door Link

Meeting and working with your dream company before it is able to hire you is a great way to prove yourself. If you’ve suggested a small addition to one of its project and have done a mock-up for them, suggest that you build it on a trial basis. But don’t be pushy. Proving that you’re keen and passionate about the company’s projects is a great way to get into further conversations about working with it.

When I started A List Apart54 magazine in 1998, I was designer, editor, creative director, publisher, copyeditor and bottle washer. One day, a reader sent me an email politely pointing out a copy error in one of our articles.

I fixed the error and thanked the reader.

She followed up with another letter politely and deferentially pointing out two more errors in the magazine.

I snapped, “Do you want to be my copyeditor? I can’t pay you.” (We had no advertisers at the time.)

She readily agreed to copyedit the magazine for free.

Within a few months, I told her she was too good to copyedit and ought to be the magazine’s actual editor.

When she left ten years later, Erin Kissane had been A List Apart’s editor-in-chief for nearly a decade, and she had also served as content strategist for Happy Cog55 for over five years. She is a brilliant writer, editor and human being, and I am proud to be her friend.

Pretty good story, right? So, those emails worked.

They were simple and to the point. She wasn’t asking for a damn thing. She was just providing help. That’s the only time a letter has resulted in a hire at Happy Cog.

Oh, and I should add, of course Erin didn’t work for free forever; we have advertisers through the Deck, and we pay our staff.

(We also don’t hire speakers at An Event Apart on the basis of letters. We hire people whom we know are experts.)

— Jeffery Zeldman, Happy Cog5652

Use Common Sense Link


At the end of the day, you have to look long and hard at your own efforts and craft a cover letter that would impress you if you had your own company. Doing it well will definitely increase your chances of getting an interview.

Track Correspondence Link

Even if you’ve applied to only five places, you’d be surprised how easy it is to forget what you’ve said to one of them. Keep a spreadsheet that tracks the following:

  • Company name and URL,
  • Name of contact and job title,
  • What the company does (a reference to one of its clients will jog your memory),
  • When you contacted them and what you wrote,
  • When and how it responded.

Make sure to respond to every email in a timely manner, and take note of what the contact said. Keep the spreadsheet open on your computer (or, if you’re at another job, print out a copy) so that if they call, you can quickly scan your correspondence to recall exactly where you stand.

Be Patient Link

Waiting for a response can be tough, especially if you’ve crafted a beautiful, thoughtful cover letter. Some companies have an auto-responder for their jobs email address, but most do not. While you might be tempted to follow up with an email to confirm that they received your application, you should usually take their silence to mean rejection. If they don’t respond, don’t be disappointed: it just means it wasn’t the right job for you! Change your approach with the next application and try different techniques. Looking for a job is a full-time job, but if you work at it, you’ll find work.

Resources Link


Footnotes Link

  1. 1
  2. 2
  3. 3
  4. 4
  5. 5
  6. 6
  7. 7
  8. 8
  9. 9
  10. 10
  11. 11
  12. 12
  13. 13
  14. 14
  15. 15
  16. 16
  17. 17
  18. 18
  19. 19
  20. 20
  21. 21
  22. 22
  23. 23
  24. 24
  25. 25
  26. 26
  27. 27
  28. 28
  29. 29
  30. 30
  31. 31
  32. 32
  33. 33
  34. 34
  35. 35
  36. 36
  37. 37
  38. 38
  39. 39
  40. 40
  41. 41
  42. 42
  43. 43
  44. 44
  45. 45
  46. 46
  47. 47
  48. 48
  49. 49
  50. 50
  51. 51
  52. 52
  53. 53
  54. 54
  55. 55
  56. 56
  57. 57
  58. 58
  59. 59
  60. 60

↑ Back to top Tweet itShare on Facebook

Kat Neville is a freelance Canadian web designer (living in the UK) who is constantly coming up with too many ideas for new websites. She also loves arts and crafts, gardening and going on adventures. You can find her design work at

  1. 1

    Cool article; what would make it even cooler is if it had a “best practices” list like you do on the web showcases that were literally actual cover letters of people whom you or your experts had hired.

    Otherwise part of me feels like that old cliche with women’s tastes in men: they all claim to want the nice, funny guy (and looks aren’t that important to them), but their actual choice in dates tend to gravitate towards the opposite!

    • 2

      Even though i would love to see a list of awesome cover letters and such, many would just clone them. this forces us to be a little more creative… i still would like to see/read some awesome examples though…

  2. 3

    To the first two commenters: Really??

    First, I thought this was a great post. It’s extremely useful for those looking for work and with a real unemployment rate of ~15% you better believe there are a lot of designers looking for work. Second, there were a few examples of winning cover letters and such but the article made clear that it’s all about the personal touch. Different employers like different things (it’s your job to discover what will work best for each situation) and different applicants have different personalities and strengths to convey. As a designer, do you copy someone else’s work? Display a modicum of creativity and cogent thought… seriously.

  3. 4

    man, oh man, I have to quote Adam Sandler’s “Wedding Singer” …..”things could have been brought to my attention YEEESTERDAY!!!……… I was looking for a cover letter sample… all day – YESTERDAY ! – finally I ended up just writing basically the same idea but on the email subject , no cover letter, PDF resume attached, portfolio link. Let’s see if it works……..

  4. 5

    In the article, Allan Branch said:

    I think a phone call is under rated.

    [Disclaimer: I am but one person and I don’t hire to creative posts, but I hope the point is generic]

    When I run a job ad – which might be costing my organisation several thousand pounds to put in print – for a post earning, say, $40-50k and I put in a line that says “Please call if you wish to discuss further” and I put my name and direct number right there in the ad for you, essentially this is a very big hint that I actually want you to call me because I want to be sure that I am investing my organisation’s money wisely.

    If you haven’t called me, the second I pick up your CV/application and I don’t recognise your name, I will already be thinking that you’re not that interested in the job I’m offering. If, however, you have called me in advance of sending an application in, I am already looking out for your application when it arrives. That puts you significantly ahead of the game.

    [Edited to add: Also, spelling counts double. I will throw your application away if you spell it’s/its wrong. Fact.]

  5. 6

    Ryan Rushing

    March 25, 2010 7:06 am

    Great article Kat.

    It seems as if cover letters are not focused on as much as resumes and portfolios. This may be the first thing a potential employer sees, so you must be very deliberate.

    I would also suggest two or three other people reading over your letter before sending it off. The more eyes that see it the better off you will be in the end.

  6. 7

    Nice post….. sometimes useful.
    But please consider posting some related to web design and CSS so that it will be more useful for freelancers like me. Anyways good information :)

    • 8

      Agreed. Seems like lately that many (not all) SM articles are straying from the topic of web design/css.

      Interesting info SM but, seems more like an article for instead.

      • 9

        I disagree, I think this is very relevant to web designers/developers, especially those who are just graduating school (It’s almost May) or looking for a job after the mass layoffs during the recession. While Smashing shouldn’t make these articles a habit, they pepper their site nicely and are very informative. Great article.

        • 10

          … and I disagree with James. Articles like this are better written for freelance sites. I’m also more interested in web topics. I visit a number of business sites which do this kind of article rather well already, thanks.

          • 11

            As if this article is not relevant for web designers/developers! This article is very well done. And very informative to any one in the creative digital word. It’s choc full of very good info for applying for creative jobs. Yes even non freelancers will need to apply for a job at least once.

            I very much enjoyed this article. I found it very useful. This is the reason I subscribe to Smashing.

          • 12

            Who cares if it’s not relevant to designers, I’m a writer with some design experience and this is an excellent article and if you are truly creative you can apply this basic knowledge to ANY job you apply for, everything form nursing to data entry.

            Being creative can sometimes be as simple as leaving out a couple of paragraphs or putting a logo on your resume.

      • 13

        Hmm, I disagree. I believe it’s very informative, not just in the design nature but for the environment a designer needs to be able to tame.

        Great Article.

  7. 14

    Alpesh Darji

    March 25, 2010 5:08 am

    Interesting article.

  8. 15

    seriously… I could have used this yesterday as well.!!!!

    Anyways to point out a grammatical/ typing error…

    towards the end of the article:
    “Work on changing your approach with the next application and trial out different techniques.”
    Trial should be try.

    Thanks for the great article.. awesome read…

  9. 18

    This article is spot on.
    Appreciate your efforts in putting this together.

  10. 19

    Izabela Bogdanovic

    March 25, 2010 6:54 am

    Now I almost know how to get a job (and luckily I am not looking for it) if the employer is:
    Mark McDermont, Codegent
    Boris Chen, Extractable
    Dave Rosen,
    Claus Sølvsteen, Partner at Peytz & Co.
    Scott Johnson, Rock Creek Strategic Marketing
    Jonathan Kahn,Together London
    Dmitry Dragilev, Zurb (creator of Notable App)
    Ryan Cash, Marketcircle
    Rich, Clearleft
    Justin Ahrens, Rule 29
    Rob Robinson, Mess Marketing
    Brian D. Aitken, Halo Media LLC
    Ash Arnett, PARTICULAR
    Andy, Mint Digital

    and some other people/companies mentioned in this article.

    I certainly have my favorite of the advices. It is the one about being creative, but not too much. Whatever that means, it is just hilarious!

    • 20

      Mark McDermott

      March 25, 2010 8:35 am

      Hi Izabela,

      Not strictly true! Although Kat’s excellent article certainly informs you on how to keep your email away from my trash folder, there is still the small issue of your CV of skills and how you perform in your first & second interview. But that might be best discussed in another blog post :)

      Seriously though, this is not rocket science. Simply put yourself in the shoes of the person that you think will be receiving the email (or phone them first!) think for a minute about what you are saying and, assuming you have relevant experience, you should see the invites for interview filling up your inbox.

      However 90% of the HR emails I receive are absolutely appalling so this article is certainly going to be helpful to a lot of people out there.

      Best of luck to all of you seeking new opportunities.

      Mark – codegent

      • 21


        March 25, 2010 11:29 am

        “Another Cheap Blog Content-Filler Which Makes The Sheep Happy..”
        A Review.

        by An Actual Business Insider

        I think this article tastes of sensationalism and yellow tabloid rubbish, people who throw away CV’s based on headlines should not be worthy of having to evaluate the careers of other people, period. It is unimpressive to make emotional judgements like this in matters concerning the welfare of others and the company that I own. I would fire you Mr. McDermott on the spot, if you would be the judge of talent for the members of my team.

        Dear Sir/Madame or “To Whomever it May Concern” are polite and correct ways of communicating with someone whom you do not know – if I get sent letters like the ones you prefer, I get sick in my stomach – originality and creativity are just faking it and pretending to be “the top dog”, “the star”, “the alpha human being” – whatever cliche you have up your sleeve.

        I want competence in the field, cheap copywriting that one has learned from internet gurus or blogs does not make up for that. In my experience, real “stars” and “top dogs” usually try to keep a low profile or a positively neutral one and choose to use almost always the tools and methods despised in this article.

        Also, spelling mistakes are common, that is nothing new under the sun – it is unimportant whether one or two typos are present in the letter or resume or not. I have had brainless “business” figures mock a studied scholar for poor use of English because he probably could not type properly on a keyboard in an interview, it was a horrid site to behold. Stupid minor spelling mistakes have nothing to do with how capable you are. It might be a good thing – you got excited when writing your CV, well that in itself is much more impressive than the fake formality espoused and promoted here ( real formality and politeness being denied so categorically)

        Also, if you do not have a degree – it is actually a big minus, being a freelancer is nothing unique, having a degree might not show evidence of talent or skills but it talks of discipline and commitment – much more so than working years in the field, since these days so much of “work” is simply a struggle of who copy-and-paste’s code better and quicker or “steals” prototypes of other developers, artists, creatives etc..

        Another point is that cover letters matter, I read them as a business “owner” personally and so does everybody I know – even if you have got no big past gigs, let your imagination and intuition flow and give your best shot. Trust me, those “experienced”, stoic freelancer blokes are utterly afraid of somebody with a degree knocking them off the pedestal inside any given organization.

        I have hired people with zero job experience but with a degree over others with tons of it and no degree and have never had a single regret about it. Much of “experience” is just sucking blood/energy/recognition out of other people who were the real “leaders” of the projects you have taken part of. Or often, past projects are poor but fancy looking rip-offs of some other truly original ones. So experience counts only among “extraordinary” fellows, I am speaking of ones like Steve Jobs – who could allow to be drop outs and still be stars – most can not take this process to the desired material result (inner and outer wealth) and sooner or later will end up back in school to finish their degree in order to be given the tasks they really want to do.

        Bottom-line: If you are a chap just like any other applying for an “okay” job it (lack of past employment in the industry) is not a big minus – just make sure you have a correct education and an intuitive ability to apply what you have studied – that is almost all needed.

        One more thing/problem:

        The only correct thing about this particular article is the fact that you do not need a lot of examples in your portfolio – just make them of high quality.

        • 22

          FieldAgent, I am surprised you find people with actual degrees who also know what they are doing despite having no work experience…
          I am not talking about Graphic Design or Programming or Marketing, but web design (HTML, CSS, Javascript…) I’d be very wary of someone with only a degree and little real-world experience. Have you seen what schools are teaching these kids?? Dreamweaver, tables, Javascripted rollovers.

          Re the article in general: if it looks to be a relaxed and informal shop, fine; follow suit. If it looks to be IBM-ish where the socks are Regulation Black and 1¾ inches from the bottom of the patella, obviously a more formal letter is necessary. I suppose that’s part of the candidate’s job, to figure out what kind of shop it is.

          I hope my entity appeared correctly. =^.^=

        • 23

          @FieldAgent, well, I think your reply has convinced me that you are exactly the type of person I would not want to work for. Your extremely outdated way of viewing us designers & developers is pretty demeaning / amazing.

          Also if you really are “an actual business insider,” using your name rather than some almost witty user name makes you guilty of sounding like you’re just faking it and pretending to be “the top dog”, “the star”, “the alpha human being” – whatever cliche you have up your sleeve.

          So spelling errors don’t matter and your not a respectable job seeker if you don’t hold a college degree? I suppose being able to spell and not going to college for design might encourage you to think outside the box and be creative, which as you stated, makes you sick to your stomach. (I can tell from your writing you certainly do not like spelling and grammar.)

          Well I’m sure the work you and your chimps pump out is very intriguing and by the book. So I’m sorry that us creatives make you sick and force you to read sensational yellow tabloid rubbish. I going to go copy and past some one else’s work now, while claiming it as my own in my overly spell checked portfolio.

          Oh and P.S. I wanted to apologize for the fake formality of this reply to your comment, normally I don’t attempt to even remotely act in a professional way when working towards things I value…

        • 24

          Hi Field Agent,
          I am in the minority and I actually like your point of view. I’m glad you actually take the time to read cover letters. I agree with the article that cover letters should not sound so automated and generic. However, the majority of jobs that I apply for do not list the company name, let alone a contact person. If there is a company name, I do try to go to the web site to find a contact name. I usually see an advertising agency hiring….”job title.” Very rarely do I ever see the name of the company. I would assume companies are anonymous so they are not bombarded with phone calls, which is totally understandable. However, it is kind of hard to personalize a cover letter if you do not even know which company it is. It always makes me laugh when I see an ad that says “No phone calls please.” Yet, they do not even list their company name. I also use “To whom it may concern.” What you are supposed to do if you can not find any other contact info? I try to personalize my cover letter as much as possible. Yet, many of them are very similar because I am applying for the same types of jobs.

  11. 25

    Carlin Scuderi

    March 25, 2010 7:07 am

    Fantastic post. This is super useful, especially since I’m writing my cover letter! Tons of great information here.

    If you don’t need it, don’t read it!

  12. 26

    Thanks for the mention Kat, and great article!

  13. 27

    Spot on, keep it up.

  14. 28

    I really liked this article, it’s nicely broken down and full of easily digested pieces of advice.

    I do have to admit that your spelling comment made me chuckle because I’m the same way. When I noticed that you’re a ‘Canadian Web designer’ and spelled ‘colour’ without a ‘u’ I almost fell off my chair.

    • 29

      Haha Spencer! You made me laugh too :) Unfortunately, I’m also a stickler for a company’s style sheet, and I believe SM follows American spelling standards. I’m actually in the UK now, so my spelling is all over the shop. Thanks for your comments!

  15. 30

    Very nice information. I have added it to my favorites on Twitter and will refer to it often, as I try to find a design job in this wicked economy.


  16. 31

    Russell Hampton

    March 25, 2010 7:40 am

    Very informative. So many opinions on whether or not to even have a cover letter. I guess there is no right or wrong answer…

    Also, I love the idea of making your language/tone match that of the company, it makes so much sense.

    Thanks for the help!

  17. 32

    SO WEIRD! I was just about to type “cover letter” in the search, then realized this was the new post. Thanks Smashing!

  18. 33

    Oh men…. “Give your Best Example”
    . . . . . .And don’t forget how much you hate receiving 10 MB attachments.

    i just send them 11 MB T_T

  19. 34

    Jorge Garcia

    March 25, 2010 8:47 am

    This is all such great information. Very good article!

  20. 35

    I’m with SaraMac on this one. While this may not be directly related to XHTML/CSS or the latest design principles, I think this is an excellent article. Web companies are always hiring and we’re looking for creative individuals; people with personality. A well crafted cover letter is a great way to set oneself apart, straight out of the gate.

    I will say that I think cover letters are being replaced with introductory e-mails, which should be crafted slightly different. Just like usability on a Web site; capture an employer within in first sentence.

  21. 36

    Great POST!!!

  22. 37

    Great article, really nice read. Thank you!

  23. 38

    Interesting advice, thanks for the article. I’m wondering what you think if you’re sending unsolicited materials to a company? I watched the premiere of NBC’s Minute to Win It two weeks ago and I really liked it–I sent in some links to my work to the network to see if I could be of some web assistance to the show but haven’t heard anything back yet….

  24. 39

    this is actually some pretty useful stuff, thanks smashing magazine :)

  25. 40

    Even though it was a well written article, I thought it was off-topic. The author should have done more to clarify the information presented. Way too long!

    I would really like to see future articles focused back on web design and development.

  26. 41

    Excellent tips indeed. This is good stuff.


  27. 42

    well for one if they would allow the people who know what is actually needed vet the resumes we would have more people with the proper skills doing the jobs instead of the old i got a degree and have 5 minutes of actual time on the job. all the HR person saw was they have a degree just like me that must mean they know what they are doing. ive had enough times being interviewed by someone who cant even run their computer who keeps saying you dont have a degree????

  28. 43

    A great post, 1000 bookmarks worthy.

  29. 44

    The only people that read cover letters are overpaid bored HR people who have no real idea about the position they are trying to fill. Actual hiring managers don’t have time to waste on reading these, they look for relevant work experience. So my advice – if you are applying to an over-bloated company with an HR gatekeeper it may be a good idea, otherwise skip it.

  30. 45

    Cameron Baney

    March 25, 2010 10:50 am

    This is extremely helpful! This would have been a great resource for me at the end of last year when I was looking for a job. I was using few of the tips that they mentioned, so I can personally say it works! The blogging and tweeting about CSS3 (or whatever your field is) is a huge tip in my opinion. It shows that you are involved in the community, always keeping up with latest techniques, and that you know what you’re talking about.

  31. 46

    While addressing a cover letter to a real person is the best course of action, it’s not nearly as easy as the author seems to believe.

    Most companies today won’t give out any information regarding the names, titles, or even departments of any employee. So if they really want a cover letter addressed to them, these companies need to stop cowering under their desks from their paranoid fears of everything and start working with the very people who may be their next employee.

    Nobody in their right mind wants to work for a company that won’t even give them the courtesy of identifying whom they need to contact regarding a job.

  32. 47

    We’re in a major recession, where in at least my state 11% is unemployed. Thousands of people are scouring for work. Personally I’ve applied over 2,200 times in the past 13 months for just as many jobs. After time after time of being passed over even with a winning cover letter, the idea of taking the time and effort each and every time is ludicrous. Sure if you’re applying for only a few jobs this works, but realize that some of us are applying to thousands of jobs. Not to mention, the cover letters of 800 applicants for one job are not going to be read. At least not with this kind of detail.

  33. 48

    Carl Rosekilly

    March 25, 2010 11:23 am


    Is this aimed at the design community? I assume it is, then for me this article is a waste of time. There is NO NEED FOR A COVER LETTER when applying for a job.

    If a company has a vacancy, you only need a well designed and structured CV along with a fantastic portfolio of work, for me this is more important than the former. A designer can obtain a job just by showing what they can do visually, there is no need for this nonsense in a visually aided industry, if your designs and visuals cut it, then that’s all you need, no long winded covering letter.

    HR nonsense!

    shameless plug

  34. 50

    Chris Pollard

    March 25, 2010 11:23 am

    One little correction (I believe):
    “The employer does care about your answer (so make sure yours reflects well on your), but they often include the question to weed out those who can’t read or follow directions.”

    I believe it should read “reflects well on _YOU_,” not your. :)

    Nice article. I don’t write a cover letter very often, but they always get noticed because I don’t “follow the rules” from that 1980’s pamphlet you mentioned, and I make sure I have at least one appropriate ‘zinger’ to raise an eyebrow. Gotta make sure your name sticks in their head – in a good way!

  35. 51

    This was great. I love articles that pull their answers from real working professionals like this. And I completely agree that honesty and creativity are the most important factors in getting hired.

    Actually, I just wrote an article called: ‘5 Tips to Nail Your Design Job Interview’. Definitely serves as a great follow-up this article about cover letters. Check it out:

  36. 52

    We go straight to the resume and look for the link to the portfolio. If we like it we come back to the resume. I don’t recall ever reading a cover letter. I don’t think it will tell you much in the grand scheme of things. I’d rather meet them, if I like their work, and go from there.

    • 53

      Carl Rosekilly

      March 26, 2010 3:44 am

      I’d say that’s the process in a nutshell and I have experienced this myself, sometimes just an email with a link to your portfolio could work?

  37. 54

    I used to work in journalism and got a lot of unsolicited mail from public relations professionals. Like job-hunters, they wanted my attention, they wanted to tell me why I should care about X or Y or Z. The best ones in my mind were the people who made it clear that they knew my paper. Even better, if they knew my particular beat or past writing.

    One of the things that really shines when you receive unsolicited mail, as we have at our own company for people looking for internships, is when you know there’s a real person on the other side.

    Thanks for this post and pointing out that really, at the end of the day, it’s not about “sounding smart” (something they tell too many of us to do when we’re in grade school), but being real.


  38. 55

    This is such a great post. It’s extremely useful and will certainly benefit many in the future! Thanks:D

  39. 56

    Awesome article Kat! You’ve done a top-notch job. Great interviews too!

  40. 57

    Russell Hampton

    March 25, 2010 2:28 pm

    Incredible post, really gave me some insight. Smashing job ;)

  41. 58

    Cre8ive Commando

    March 25, 2010 3:29 pm

    Great article Kat. It’s good to get an idea of what design companies are thinking. :-)

  42. 59

    Thanks, a great post. I’ve just been through a job change, which has worked out really well, but I wish I had read this post before beginning the process.

  43. 60

    Is it me or is there something strange about this line in a quotation in the article:

    “Make sure you use a Gmail address (or something else professional-looking). You don’t want to be using a Hotmail address like”

    How is a Gmail address any more professional than a Hotmail one? Am I missing something?

    Anyway, the article was good with some great points. Well done!

    • 61

      @pthesis: While I don’t necessarily think that Hotmail is any less professional than Gmail, I certainly think that the email address should reflect a person’s actual name (ie. It stems more from what the content of the username is, rather than the domain.

  44. 62

    uma mahesh varma

    March 25, 2010 7:53 pm

    Thank you for the valuable post. i came to many things which are present mistakes…..

    Thank You,

  45. 63

    Thanks for great article . Its very helpful. give me so many idea.
    Thanks you very much :)

  46. 64

    10% of all job postings dont list a contact from the company? i just did a quick look of relevant jobs this morning… it’s about 85%. also, many list no phone calls and local candidates only. good thing i’m a freelancer because it seems companies really dont actually want to hire at all!

  47. 65


    March 26, 2010 8:24 am

    Loved the article and found it very helpful, I will come back to it for sure!

  48. 66

    My god… this was a really good post. Very nice insights into the topic, i’ll take them into account next time i apply for my dream job. (looking back i feel pretty ashamed about my former robot cover letters).

  49. 67

    Michele Titolo

    March 27, 2010 7:53 am

    Great post! I wish I had seen this before seriously starting my job search!!

  50. 68

    Lol, just a bunch of crap from latte-drinking elitists. People who are good at something, aren’t necessarily friendly/ sweet/ cute/ and whatever other personality fetish these design companies have. I’m just Roflmaoing my way through all this. No, guys, this WON’T get you a position and think about it: You are being judged from the outset on a COVER LETTER.

  51. 69

    The overall message of the post is great for what it is: extended cover letter advice, but as a recent graduate, some of the comments beg the question: Do I really even NEED a cover letter?? Some jobs want cover letters (almost every job I’ve applied for from the AIGA site/Behance Network requires them) but then some people who have commented here are adamant that it is not needed, which the article does concede.

    Maybe one distinction as it relates to the cover letter vs. no cover letter argument, aside from the different ways companies actually do their hiring, is the type of job being applied for. I have my degree in graphic design, as opposed to web design, and it makes sense that web designers may not need one, as much of their portfolio is on the web. For me as a print designer, much of my portfolio is going to be in print, and will be sent in an email in pdf format. For this reason, a cover letter is another way for me to express my interest in the company, show that I know what they’re looking for and ways that I feel my experience can contribute to the job. Whether the cover letter is read or not apparently is up to the person doing the hiring.

    On a different note, the quote by Ward Andrews from Drawbackwards really got me thinking about networking in a different way than I ever have before: “Designers should consider every tweet and blog post as a part of selling themselves and who they are.” I used to think that networking always meant face to face contacts, but I’ve realized that contacts can be made online as well. Maybe because I’m a print designer, it never occurred to me before that a company may look at my facebook/blog/twitter account and take my design-related contributions into consideration during the hiring process.

  52. 70

    Rochelle Dancel

    March 28, 2010 6:24 am

    This is a great article.

    When I’m hiring people, cover letters and first contact emails demonstrate how that person will communicate not only with other team members, but with external clients and partners. There’s no point in being the greatest web designer or developer but we’re ashamed of having you represent us e.g. emailing clients directly, because of your inability to communicate clearly and professionally.

  53. 71

    Finally, an article on Smashing Magazine that I read to the end. Thank you.

  54. 72

    I’ve gone through my share of interviews, as well as been an interviewee in the past as well. Whenever I receive a cover letter, if I see more then three typos, the person gets thrown out; it shows that they simply don’t care enough to manually spell check: something that should ALWAYS be done.
    Another great tip that I learned is to be confident in your cover letter. Tell them you *will* be a great asset to their team, not that you believe that you will be. Telling them what you are, as opposed to what you believe you are, helps make a cover letter stand out that much more, as it gives off the aura of confidence without being overly cocky.

  55. 73

    Followup to my prior comment:

    *** One of my best hires has been someone who is poor at communication and generally an odd figure. There is no way he would make it past the cover letter stage of these latte elitists who think a cover letter determines the worth of an employee. Seriously, ignore this advice, you are better of NOT working for a company that thinks a cover letter is worth a grain of salt.

  56. 74

    “I’m crazy about CSS,” we’re looking for your blogging or tweeting about the latest CSS3 developments and seeing you active in communities and forums. A prime example is that some of our team members are ALA authors or even have been on Smashing Magazine. like Sarasota Homes For Sale and catering equipment. Thanks

  57. 75

    While this article is very informative, it also is very discouraging. I am just a measly web programmer with high aspirations. This article just makes me think it is a futile task to even apply for those jobs that I would have before I read the article.
    It really makes me believe that all of the web design agencies are elites that would not give a fair chance to some one who has the talent but not the innovation to have their own web blogs and web sites.
    I have been trying to get more involved in the internet community, but frankly most of my work is done in the intranet world and is very functional. These companies would never be able to access these web applications nor see how my designs look.
    In any case, I do see the need to get my own site running, but as stated in this article, the better designers are too busy even to read a one paragraph cover letter. So it is that I am too busy to even get a free web hosted blog on WordPress going. I do have one post to my blog.
    So, again very good article, maybe too good as I will probably give up on even trying until I have a site like Smashing Magazine going, and if that happens, why do I need a job?

  58. 76

    Awesome advice, and a great article! I have been using a really informal cover letter with a lot of success over the past few years. As long as you can demonstrate your ability to communicate effectively, and back it up with a good portfolio, simple and informal is the way to go :)

  59. 77

    As a soon to be recent grad, this information is very helpful. Thanks for the info SM.

  60. 78

    Very informative, in depth and inspirational. Through the years I’ve written and re-written many cover letters and applications but the jobs I’ve got has always been through personal contacts. Thus I firmly believe that getting in contact any other way than a letter, is always to be preferred. I found the section about using social media as an eye opener. Going to try it out.
    And finally, yes, they all come through as elitists. But who wouldn’t want to hire the best of the best right?

    I highly recommend reading “How to be a graphic designer without losing your soul” by Adrian Shaughnessy on how to act when applying/recruiting for a job opening.
    Thank you!

  61. 79

    I hate long signatures in letters. And I never use any.

  62. 80

    Wow, great article! Very helpful.

  63. 81

    Focus on quality and not quantity, and what has worked for me, is to go with your gut.

    Do a lot of research about the company and get a feel of how they work, who they work with, the type of people they are, what they do, their current situation etc. That will give you a good idea on how to approach them, what questions to ask, etc.

    “…you are an iceberg, in that over 90% of your mass is below the surface. Outdoor enthusiast, the funny man, all of that is just a small part of a much richer, deeper web designer. ” – Hitch.
    You only get to show the 10% of yourself, so make sure you show the part they are looking for (based on your research).

  64. 82

    Bryan Kremkau

    June 24, 2010 10:33 am

    Wow, this was extremely helpful! Thanks for writing it!

  65. 83

    Wowl, without a doubt- best cover letter/cv advice put together. Most of the time you read these things and feel nothing. Reading yours I genuineley felt inspired!

  66. 84

    This is without a doubt one of the best article I have read . Sometimes one just don’t think of these things when writing a cover letter. Again thank you this has been extremely helpful .

  67. 85

    Henle commish

    October 3, 2010 5:17 pm

    They have to beat off clients?

  68. 86


    October 10, 2010 6:38 am

    This is probably the most brilliant and timely post I’ve ever read. I’ve just moved to another country and this advice comes so handy.
    Thanks for sharing.

  69. 87

    Hello.This post was really remarkable, particularly because I was searching for thoughts on this subject last Tuesday.

  70. 88

    I’m new to writing cover letters, and after reading a handful of ‘how to’ sites that describe a very formulaic tradition that your budding cover letter must duplicate, I was a little scared that my individuality would be seriously threatened by the end of the process.

    I’m glad to hear that many modern companies hate these conventions as much as I do. It’s good to know that people want to see personality.


  71. 89

    “Any Web design agency worth its salt is too busy these days. They have to beat off new clients with a stick.”
    really? wouldn’t it be easier to use your hand?

  72. 90

    I am really impressed with your writing skills as well as with the layout on your blog. Is this a paid theme or did you modify it yourself? Anyway keep up the excellent quality writing, it is rare to see a great blog like this one nowadays..

  73. 91

    Frisco Plumber

    January 23, 2011 3:52 pm

    Great information. I got lucky and found your site from a random Google search. Fortunately for me, this topic just happens to be something that I’ve been trying to find more info on for research purpose. Keep us the great and thanks a lot.

    Frisco Plumber

  74. 92

    Why on earth is a freelance designer telling me how to write a cover letter… what would they know about it

  75. 93

    Lol, I am coloring your face red! In the paragraph titled “If You Get Instructions, Follow Them!”, I believe you made a spelling error.

    The employer does care about your answer (so make sure yours reflects well on your), but they often include the question to weed out those who can’t read or follow directions.

    I think you meant to write “(so make sure yours reflects well on you)” not “…yours)”.

    :P Just thought I’d rub your nose in it a little!

  76. 94

    I read all this and I could not find one sample to copy paste for my new job application.

    Guess I am going to use my old cover letter template.

  77. 95

    The best advice I heard for writing cover letters was given to me by a former real estate agent while I was looking for a job. He said to me, “Always use a spellcheck and make sure your contact information is up to date.”

  78. 96

    Sarah Dominguez

    June 14, 2011 8:46 am

    Amazing blog entry…! simple, realistic and industry focused.
    Versatile and useful for any creative job hunter.
    DefinatelY struck golD in the midst of cover letter inFo clutter.

  79. 97

    Wow Great Blog!

  80. 98

    Hey, very nice article about cover letters. I’m about to apply for a creative job, though my college course is not directly related to it. But my passion for design pushes me to go on and follow what I want for a job.

    Thanks! I appreciate it :)

  81. 99

    Really great and helpful article!

    I plan on using these tips when I submit my cover letter and resume soon.

    There was one question I had,

    I am applying for a summer internship and on the website the magazine said to either email or mail in your cover letter, resume, and writing samples/design samples. Which do employers prefer?? To be emailed or mailed in hard copies?

    • 100

      I think it depends on the organization. Worst case, contact them and ask which they prefer. But I’ve seen these days most people are perfectly fine with PDFs of things emailed to them.

  82. 101

    Loesener joachim

    February 15, 2013 9:14 am

    Merci beaucoup mademoiselle :)

    Good article, full of informations and very complete. Took me some time to actually finish it but worth the time spent!

    Thanks again for sharing.
    Joachim The Gentle squid

  83. 102

    So many Text and Images
    Give us short and Sweet.

  84. 103

    Ashwin Singh

    July 22, 2013 6:40 am

    Thank you, great article and I took on board some of the tips and just finished a cover letter for Senior Graphic Designer for a mobile company (Digicel) here in Fiji. I currently work as a graphic designer for a Life & Health Insurance company and want to see if my work done here has been recognised thus applying for this job to gauge my work and myself as a designer.

    Here is the link to my cover letter:

    P.S. The copy is an add on to the one shown as a sample in this article which appealed to me … Sorry/Thanks Kevin.

  85. 104

    Jeez, what a bunch of jaded know-it-alls… A little art school and pretty soon some half-wit sees himself as Master of the (Design) Universe. I’ve never seen so many geeks spew design truths while spending their non-billable time mastering Super Mario. Here’s the rub designer guy, the communication world is changing so fast that most of the rain makers doling out advice are beyond obsolete. The website look and feel is almost the same as it was 20 years ago because usability “gurus” have dumbed everything down so the Fischer-Price aware can integrate into the system.

    The only thing a designer needs to do today is to create an excellent print-based reply to a RFP. Its about getting the contract on time and within pricing guidelines; nobody cares about fresh, organic design anymore. Everybody does that. Once the assignment is procured, you can hire any number of web-monkeys or Euro-posers to whine about look and feel or functionality or font size or ground color as there are days in week; those goobs are a dime a dozen. You gotta ask yourself; Have I “Got Biz?”

    It is the team that fabricates, designs and compiles an interesting, accurate, economic plan that speaks to the company decision maker that matters in the design business. Most clients are nothing more than a 50% wager on “I don’t like it” or “I like it.” Whatever the freak it is.

    Learn to clearly write, learn to summarily add/substract and learn to make a deal because chances are most of the competition, the other “design professionals” are illiterate, mathematically challenged and introverted. An obsolete design manager with a little back pocket business ain’t gonna wager his BMW payment on a guy that designed a logo for some rock band. Once again, its all about the RPF, learn to present a killer prospectus and then, you can move on and kill them with your work.

  86. 105

    After reading, I thought about using a cover letter as a hand written letter that i send in the mail. Then sending the resume.pdf 3 or 4 days later so its on the top of their email when they get the letter. It’s like a web firm can be so blind to reading email and opening attachments. But, just like anyone, when we get a real letter in the mail bunched up with all the bills and junk mail its the first thing we read. Even the postal worker will put effort into placing a real letter on the top of the pile when the recipient pulls it out of their mailbox. I just noticed that i didn’t read any comments about hand written letters. And It seems like a cover letter could possibly be a thing thats really good for this medium.

  87. 106

    So…cover letter or no cover letter?


↑ Back to top