How To Get Better Responses from Classified Ads and Internet Job Postings

by Joellyn Wittenstein Schwerdlin
 
The "published job market" (classified ads and internet postings) indicates hiring activity in certain companies or industries.
Besides communicating specific job openings, ads can be clues to an
organization's possible openings in the future due to employee turnover
or business growth.

The downside of the published market is that it typically draws hundreds of applicants for one position alone. So, should you even bother applying for jobs in the published market?  Of course; but spend only 15% of your precious job search time responding to ads - and the remaining 85% networking. To stand out from the competition, use these strategies when writing cover letters for both identified and blind ads.     
 
General Rules for Cover Letters
* Letters should be warm and personal. Avoid stilted, stereotyped phrases and job-hunting jargon like "utilize" instead of "use," "proven track record," etc.
* Send letters by email and US Mail, since
emails can be intercepted by spam filters.  Email resumes and cover
letters as attachments entitled:  "yourname.resume" and
"yourname.coverletter."  In the body of the hard copy letter write: "I
am also sending a copy by email for your convenience." In the body of
the email write: "This is a duplicate of a hard-copy sent by US mail." 
Email gives you speed; US Mail gives you certainty.   
* Print hard copy letters on a good quality laser printer, (600 DPI minimum), using plain 20+ lb paper.  
* Keep your letters brief unless there's reason for detail.
* Maintain copies of all correspondence for follow-up.
* Include your contact information on all correspondence: name, phone number(s) mailing address, and email address. 
 
Replying To Ads Where the Advertiser is Identified
Rather
than writing to the person specified in the ad, find out who the hiring
decision maker is for the position, and send your letter directly to
that person. Research the company website to identify the hiring
person; or see if someone in your network may know who this person
is and can introduce you. Or, simply call the company and ask!  When writing your cover letter:
 
1. Explain your reason for writing to this individual.
Do not mention the ad, or your materials will almost always be referred
to HR, where your competitive position will be weak. Focus on your
research and knowledge of the company. Decide whether an additional
letter to HR would be helpful in your situation--or if it would
interfere with your direct line to the decision-maker. 

2. Mention your genuine interest in the company and ask for a discussion of how you can contribute. 
 
3. Indicate when you will call to set an appointment.
 
Responses To Blind Ads: The T-Letter
The
purpose of this letter is to pass the first screening by the HR
department and get some response. Enclose your resume only if you're
sure it will help you.
              
1. After warm introduction, state that you have outlined the match between your qualifications and the position requirements; then arrange your letter in two columns, using the T-Letter approach. (see below)

2. End with accurate information about how and when the advertiser can reach you.
 
T-Letter Approach
Your Requirements (left-hand column)
In
this column, list the requirements exactly as they appear in the ad. 
If the ad does not spell out the requirements in enough detail, you may
add some that you are sure would be involved in the position.  Omit
requirements which you do not meet, unless you can show a strong
equivalent.
 
1.                   
2                   
3.                    
 
My Qualifications (right-hand column)
In
this column, directly opposite the requirements on the left, write
examples from your experience that demonstrate your competence in that
area.
 
1.                   
2.                   
3.                   
 --------------------------
If you follow these approaches, you'll increase your chances of favorable responses. Re-send
your materials, if you've heard nothing after two weeks. Otherwise, let
it go and realize that the published sector only represents a small percentage of employment opportunities which are available.