Cover Letters and Info Interviewing

A client asked me recently about the difference between a cover letter requesting an informational interview and a cover letter written in hopes of securing a formal job interview.

To appreciate the differences, it is important to look first at the similarities.

In each case, the goal is to encourage the recipient to agree to an extended conversation--preferably face-to-face. For simplicity, we'll refer to the recipient as the interviewer.

In order for the interviewer to agree to the conversation, the person must be convinced there isn't a risk. The risk for each interviewer is similar because neither wants to waste time on someone who isn't worth the attention. However, the risk for the formal interviewer is greater because if this person hires you and you aren't the right fit, the cost will be at least several times your annual salary.

So what does this have to do with your cover letter? Everything.

When you write a cover letter to secure an informational interview, you have to make it clear why THE INDUSTRY is the Next Logical Step in your professional development. After all, if the interviewer is going to spend time sharing ideas and advice, he or she will want to know the steps you have taken to demonstrate interest in the field. (Think Passion, Initiative, and Resourcefulness). Knowing as much as you can about the interviewer's company will be helpful as well. Skip this step and it will be clear you didn't do your homework. Worse, the interviewer is likely to walk away feeling like you wasted his or her time.

A cover letter written to secure a formal interview is slightly different because it must be convincing about why a place IN THE COMPANY is the Next Logical Step for you. In this case, you'll need Passion, Initiative, and Resourcefulness, along with a heavy dose of solid research and knowledge about the company, the position, and how your skills match their needs.