Well-crafted job materials should be more than your job history and a list of qualifications—they should tell a memorable story. And while it might not be easy to inject personality and enthusiasm into a resume, your cover letter is a great storytelling opportunity. In this blog, I’ll explore the science behind storytelling, its impact on employer perception and decision-making, and techniques you can use to incorporate storytelling in your cover letter.
Storytelling isn’t just a creative process; it’s a good tool for job seekers because stories shape human perception and memory. Research shows that narratives have a profound effect on the brain, activating regions that contribute to information retention, emotional engagement, and persuasion. When your cover letter tells a story, you tap into these cognitive processes, creating a more meaningful connection with potential employers and leaving a lasting impression that goes beyond recited facts.
Not only do stories activate the language-processing part of the brain, but they also light up areas associated with personal experiences, emotions, and sensory perception. How do emotions come into play when you’re writing a cover letter? They play a significant role in decision-making, and that’s key when it comes to persuasive job materials.
Storytelling can also make you more relatable. Descriptive language and real-world examples let you paint yourself as a member of the team before you even meet the hiring manager. From exploring episodes of personal growth or transformation to projects that changed your career, there are plenty of professional ways to evoke emotion in a cover letter—just be sure you can connect your story to the company or role.
Every story needs an audience, and your cover letter should be tailored to yours. Focusing on your audience also keeps your story centered and structured, and the best way to learn more about your potential reader is by researching the company and hiring manager. What stories can you tell to appeal to someone with their background and position?
Your cover letter needs a beginning/opening, middle/body, and end/conclusion so you don’t lose your reader. Here’s some advice:
Open with a hook to grab the reader’s attention.
As you mentioned in your job ad for the project manager role, collaboration is the ticket to success. I completely agree. In fact, over the last five years, teamwork has been my favorite thing about being a project manager and for the last three, I’ve worked in the blood banking industry, which led me to your open role. I’d love to share why I’m a perfect fit for your open project manager role and why ABC Services is a great matchup for me.
Highlight your achievements and challenges in the body of the cover letter.
As a project coordinator, I was hand-selected to create a marketing strategy to increase donations at my company’s blood center. When the plan was approved, I was promoted to project manager and led a stellar team to implement my vision so we could help more patients. The result was a 75% surge in donor engagement that increased desperately needed platelet donations by 100% the following quarter, and the numbers just kept getting better. There was one obstacle—navigating complex FDA regulations. I secured a contract with a regulatory affairs specialist in my network while keeping the project on time and on budget (and we gained a brilliant new team member).
Conclude by summarizing your value in the job and to the organization.
As an experienced project manager in the blood banking industry, I know I can bring the same great results to your organization. I’d love to schedule an interview to share more examples of successful projects I’ve managed and hear more about your work with donors and the community. In fact, when I first saw the job ad, your focus on community service immediately resonated with me. I saw the LinkedIn photos of the team at the foodbank last quarter; it looked like everyone had a great time and celebrated making a difference. I’m eager to join a company with the same human-centered values.
By following this structure, you can engage employers, and you’ll have more control over their focus. The more vivid the story the better, but don’t feel like you need to get too personal. Drawing a connection between your professional focus and the target role or company mission can be effective, too.
Incorporating storytelling techniques into your cover letter is a great way to capture attention and create a lasting impression with hiring managers. By understanding some of the principles behind storytelling, structuring your materials effectively, using powerful narratives, and tailoring your story to fit the job, you can craft a compelling cover letter that sets you apart from other candidates. Let your narrative speak volumes about your professional journey, capabilities, and goals!