Cover letters suck. Let's just get that out of the way.
You're probably here because you've been applying to jobs for weeks (maybe months), sending the same cover letter with minor tweaks, and getting nowhere.
I get it. I was there too. Spending 45 minutes researching each company, crafting the "perfect" personalized letter, hitting submit... crickets.
The problem isn't that cover letters don't work. It's that the way we've been taught to write them doesn't work anymore.
Here's what changed
Hiring managers are reading through stacks of cover letters for every open position. You have seconds to catch their attention before they move on to the next one. And in a tight job market where you're competing against dozens of other qualified candidates, generic letters - whether written by you or AI - don't cut it anymore.
So what actually works in 2025?
What hiring managers actually look for
Harvard Business Review's career experts identified what actually matters when hiring managers review cover letters. Here's what they say:
1️⃣ Keep it short and readable
One page, no exceptions. No shrinking fonts. No tiny margins. Hiring managers should be able to read your letter at a glance - they don't have time to dig through dense paragraphs.
2️⃣ Start strong with a punch line
Don't open with "I am writing to express my interest in the Marketing Manager position..." They know why you're writing. Lead with why you're excited and what you bring to the table. Try: "I saw your posting for a Marketing Manager and honestly got excited - it's exactly what I've been looking for."
3️⃣ Do your research and use a real person's name
Avoid "To Whom It May Concern" - it immediately signals you didn't do basic research. Find the hiring manager's name on LinkedIn. You can usually find who posted the job, or reach out and ask directly.
Go beyond their website: check their LinkedIn and Twitter for recent updates, read their latest blog posts or press releases, look at what they're talking about now. Find something specific to reference: a recent product launch, their expansion into a new market, a press release from last week.
4️⃣ Show you can solve their problems
Your cover letter should answer one question: "How will hiring you make my life easier?" Share a specific accomplishment that shows you can address challenges they're facing.
Think of your cover letter as a bridge between your past experience and their future needs. If you're switching careers, this is where you explain how your skills transfer. Highlight adaptability and your ability to learn quickly - these matter for almost any role.
5️⃣ Show enthusiasm, but stay professional
Most rejections aren't about lack of skills - they're about whether the hiring manager believes you genuinely want this job. Convey enthusiasm without sounding desperate. Don't try to be funny (it often falls flat) or go overboard with flattery. Be authentic and mature.
The part that takes forever: research
Here's where most people give up. Doing real research for each application takes 30-45 minutes:
🔍 Company research:
- Check their LinkedIn and Twitter for recent updates
- Read their latest blog posts or press releases
- Look at other jobs they've posted to see what they value
- Find the hiring manager's name
📝 Then you write it:
- Start strong (skip the "My name is..." intro)
- Show you understand what they actually need
- Give specific examples of how you've done similar work
- Sound like yourself - if it sounds robotic or stilted when you read it aloud, rewrite it
✂️ Then you refine it:
- Read it out loud - does it sound like you talking?
- Send it to a friend and ask: "Does this sound like me?" and "What's wrong with this?"
- Keep it short enough to read at a glance
When you're applying to 10+ jobs, this adds up fast. Which is why most people skip it and send generic letters instead.
The smarter approach: Write one great cover letter for your first application. Do all the research, make it authentic, get feedback from a friend. Then use that as your template - you're not rewriting from scratch each time, just customizing the research and specific examples for each company.
The Tools Available (And What They Actually Do)
The job search tool market is crowded. Here's what each tool actually does - and what you're still responsible for:
🤖 ChatGPT is what most people try first. You research the company yourself (20+ minutes), copy-paste the job description, write a detailed prompt explaining what you want, then get output that needs heavy editing. You'll iterate 3-5 times until it sounds human. ChatGPT often makes up company details it doesn't actually know. You're still doing 90% of the work - ChatGPT just helps you write cleaner sentences. Free, but time-intensive.
⚡ LockedIn works differently. Instead of making you research, it does it automatically. You paste a job URL, and it uses browser automation to research the company and role. Then generates a personalized cover letter, resume tips, and outreach messages you can review and edit. No extensions. No copying job descriptions. Just paste the URL and review what it generates. $9.99/month for unlimited.
📊 Teal gives you kanban boards, job tracking, and AI cover letter generation. You upload your resume or import from LinkedIn, then either save jobs via their Chrome extension or paste job descriptions manually. Match your resume to a job, then the AI generates content. Great for staying organized, but you're still researching companies yourself. Free for 2 AI generations, then $9/week or $29/month.
📋 Huntr is similar - job boards plus AI letters. You save jobs, upload your resume, paste descriptions, generate and edit. Free tier is limited. $40/month for unlimited AI.
📝 Kickresume generates cover letters from your resume and job descriptions. You still need to provide all the job info manually. $19/month or $7/month annually.
📄 Rezi generates cover letters based on your resume. You create or open your resume in Rezi, paste the job description, manually select which position to highlight, manually type in skills you want to emphasize, then pick from 255+ templates. The AI generates a letter based on your selections. Free version with limited AI credits, $29/month for Pro with unlimited AI credits, or $149 one-time for lifetime access.
💡 Quick tip: Avoid auto-apply tools that spam hundreds of applications. Hiring managers can tell, and some companies flag profiles that use them.
An Example That Works
Here's a cover letter that was featured in Harvard Business Review:
Dear Maureen and hiring team,
I was so excited to see your post on LinkedIn because it's exactly the type of job I'm looking for: an opportunity to bring my experience with video production and enthusiasm for storytelling to an organization that sets the standard for high-quality management content.
In addition to five years of experience in broadcast journalism, research, and video production, I would bring an organized and systems-level perspective to this role. I view video production as a puzzle, and like to think about which parts need to come together in order to make a great final product. My approach is to have in-depth conversations with my team members, and the various stakeholders, before each project. This helps me nail down the logistics — from location to talent.
From there, the fun begins: fleshing out the concept and identifying what visuals will best represent it. Ideation and storyboarding are essential in this step. I know I'm not right all the time, so I enjoy working with a diverse team that can bring in new perspectives, brainstorm, and pitch ideas that will make the final product stronger. Whenever possible, I also try to seek out other sources for inspiration, like magazines, which allow me to observe different ways of expression and storytelling. This approach has served me well. It's what has allowed me to enter the film industry and grow as a creator.
On my website, you can see examples of how I use the above process to create fun, engaging content.
Given this experience and my enthusiasm for the work you do, I believe I'd make a great addition to your team. I recently had a chance to try out your Patient Zero product at my current organization. The simulation is both challenging and engaging. I was impressed by your ability to apply different storytelling methods to an online training course (which, let's admit, can often be a little dry). Your work exemplifies exactly what I believe: There's an opportunity to tell a compelling story in everything — all you have to do is deliver it right.
I'd love to come in and speak with you more about what I'd be able to offer in this role. Harvard Business Publishing is my top choice and I believe I'd make valuable contributions to your team.
Thank you for your time and consideration!
This letter works because it focuses on the future, not just the past. She opens with why she's excited (the "punch line" first), references their actual product to show genuine interest, and bridges her experience to how she'll solve their needs. It's specific enough that it could only be sent to this one company - not copy-pasted to dozens of others.
After you send it
Don't just apply and ghost them. If you can, reach out to the hiring manager before you even apply - ask a smart question about the role. Then mention that conversation in your cover letter.
After applying, find the recruiter or hiring manager on LinkedIn. Send a brief message: introduce yourself, mention why you're interested, say you're looking forward to hearing from them.
Most people don't do this. Which means you should.
Can't submit a cover letter? Some online systems don't allow attachments. Try to find the hiring manager's email and send a brief follow-up highlighting a few key points about why you're a great fit.
The reality
Generic cover letters don't work anymore. The job market is brutal - you're competing against 100+ people for every decent role.
Personalized, well-researched cover letters still get you noticed. The question is whether you want to spend 30-45 minutes per application doing that research manually, or find a way to automate it.
For job seekers: If you're tired of the manual research grind, try LockedIn free. Paste a job URL and get a personalized cover letter based on automatic company research. No complicated setup, just paste and review.
For students: Starting your job search can feel overwhelming. LockedIn helps you create professional cover letters even if you're applying to your first jobs. Get started free.
For career switchers: Tailoring your experience to new roles takes time. LockedIn researches each company automatically so you can focus on customizing your story. Try it free.