Why You Need a Customised Cover Letter for Each Job Application
- Amlode Employment Services
- Dec 18, 2025
- 3 min read
Let's be honest. Most job seekers know they should customise their cover letter, but many hope that a generic version will get the job done. It won't.
Employers can spot a generic cover letter template straight away, and it's one of the fastest ways you can end up in the "no" pile. It's even worse if it's obviously identifiable AI slop.
As someone who writes professional cover letters every day, and sees how dramatically a tailored cover letter improves results, I can tell you without hesitation that customising your cover letter is not optional.
Customised Cover Letters Get Better Results Every Time
My clients come to me because they have been applying for job after job without hearing anything back. Once we rewrite their resume and tailor the cover letter properly, responses start rolling in. This is because employers, and their Applicant Tracking Systems (ATS), are looking for relevance. They want to see keywords pulled from the job advertisement, responsibilities reflected in your examples and achievements (backed by metrics) that speak directly to what their team needs.
Once of my recent clients needed to include a very specific phrase from the job ad - it stated that if they didn't mention it somewhere, they wouldn't be considered for the job. It was a quick test from the employer to make sure applicants weren't bulk applying with the same documents. We customised the letter, added the phrase naturally into the content and they progressed straight to the interview. They landed the job. Small details matter, and a customised cover letter gives you room to include them.
Where Generic Cover Letters Fall Apart
If you've ever wondered why a generic cover letter doesn't work, here are the biggest mistakes I see:
It's not addressed to the person actually listed in the job advertisement
It doesn't mention the job's responsibilities or how you can meet them
It doesn't touch on the selection criteria or the 'what you bring to the role' sections of the advertisement.
A cover letter should feel like a conversation between you and the employer. If you hand them something that could apply to anyone, for any job, they won't see your potential. Because you haven't shown them.
Why Tailoring Your Cover Letter is More Effort, and Why It's Worth Paying For
I'm often asked why a tailored cover letter costs more. The answer? Because the work behind it is deliberate and designed to get results. I don't use generic AI patterns or filler words. I don't simply repeat the content in your resume. I take the time to understand the job, match your experience to what they need and bring forward the best evidence backed achievements from your career. This includes researching the company, their values, their ongoing (public) projects, their team and any unique points that can be integrated into your application. Customising your cover letter isn't about making a document look or sound professional. It is about positioning you as the person who can do their job.
A Simple Framework to Help You Write Your Own Cover Letter
I'm not one to hide advice behind a paywall. If you're writing your own cover letter, here is a framework that will strengthen your application.
Keep it to one page unless the advertisement specifically asks for more.
Use the STAR method to structure your paragraphs: Situation, Task, Action, Result. This keeps your content clear and achievement focused.
Address the correct person whenever a name is listed in the job advertisement.
Name the role, company name and reference number (if applicable).
Show alignment with the company values.
Research the employer and reference something meaningful, like a recent project.
Tailor each paragraph to the selection criteria, expectations or responsibilities.
It might be extra work, but it immediately separates you from the bulk applicants who rely on AI or generic templates for everything.
Why My Approach is Different
Many resume writers produce broadly tailored cover letters that clients use across multiple applications. Their writing may be incredible, their service impeccable and the results great, but a customised cover letter goes the extra mile. Our services do just that. Writing a truly unique cover letter that is specific to the position at hand, and shaped intentionally to match the employers expectations, becomes one of your strongest tools in a competitive job market.
Give us a call or send us an email if you have any questions about how to write an outstanding resume. Check out our services here.
📖 Related reading: Cover Letter Vs Selection Criteria - What's the Difference?
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