How to include a call to action in your cover letter
Many people understand that the purpose of a call to action in marketing is to encourage a consumer to make a move and take action on something specific. However, you may not know that a cover letter CTA serves the same purpose. After you’ve marketed yourself and your skills to the hiring manager or recruiter, the closing CTA is your chance to boldly ask for what you want. Here’s how to craft the perfect CTA that’s both authentic and professional.
What is a call to action?
A call to action is simply a short statement at the end of a piece of content that asks the person reading to take a specific action. In the context of a cover letter, this usually means asking the hiring manager to contact you, view your resume or portfolio, or set up a meeting or interview.
You may wonder whether including a cover letter call to action is presumptuous, but it’s actually an important part of making your application stand out in a good way. This is because a CTA shows courage and tenacity, an ability to be professional by directly asking for what you want, and your enthusiasm about the position and company.
Types of call to actions
You might find it challenging to figure out how to end a cover letter. Fortunately, there are multiple styles of CTA statements to choose from. For your cover letter, you should feel free to choose the one that best suits your personality and the overall tone of your letter.
One popular type of CTA discussed in many cover letter and resume articles is the direct request. This statement tells the hiring manager exactly what you want from them. Because this is a job application, you’re usually requesting an interview or meeting to discuss your qualifications and how you can serve the company’s mission and vision.
The assertive statement is another type of cover letter call to action. Its purpose is to remind the hiring manager why the accomplishments on your CV make you the best fit for the role and express an eagerness about the possibility of joining the employer’s team. This closing conveys confidence and enthusiasm, two traits that make for highly engaged and team-oriented employees.
You can also include an invitation to contact you as the closing CTA of your cover letter. If you choose to use this one, make sure you highlight the reason why you want the hiring manager to contact you. For example, the reason may be to clarify something in your cover letter, see additional material from a portfolio, or discuss a specific part of your resume further.
Finally, you may want to try using the proactive closing. This CTA style hinges on making a daring yet positive statement to end your letter. It is best used when you know exactly how you can make a unique contribution. Tell the hiring manager exactly what that contribution is, such as a sought-after skill that will take the team to a new level.
Expert Tip:
While drafting your cover letter, try out different types of closings to see which one fits best. This will help ensure your letter comes across as having your authentic voice and that your tone is consistent from beginning to end.
Impactful CTA examples
If you’re having trouble deciding which closing to use, having some cover letter examples can help. Take a closer look at a few cover letter call to action examples that you can make your own.
Direct request examples
For direct request CTAs, it's best to stick to plain, straightforward language, such as:
- I would love to set up an interview at your earliest convenience
- I would happily meet with you to tell you more about my experience
- I welcome the opportunity to discuss my qualifications in an interview
These phrases are eager, professional, and considerate.
Assertive statement examples
Assertive statements like these remind the hiring manager why they should strongly consider your candidacy:
- I am excited about the prospect of joining the team
- My experience in the industry makes me a great fit for this role
- I know your team has a goal to grow 25% this year, and I’m confident I can help you reach it
If you want to come across as honest and self-assured, this is the way to go.
Invitation to contact examples
Use these examples of invitation to contact CTAs to compel a hiring manager to get to know you further:
- Feel free to reach out to me by phone at 555-555-5555 with any questions you have
- My portfolio is available at www.portfolio.com, and you can always email me if you want to see additional samples of my work
These CTAs let hiring managers know you are ready to move forward in the application process.
Proactive closing examples
These proactive CTAs let hiring managers know how you can help them:
- I know your shop has a goal of making 50% of manufacturing processes sustainable in the next three years, and I can help you get there one year faster
- My marketing campaigns have improved sales by 67%, and I am confident I can help you take things to the next level
With a proactive closing, you make your potential value clear.
“Many wonder whether including a cover letter CTA is presumptuous, but it’s an important part of making your application stand out in a good way.”
Best practices
Many cover letter articles confirm that including a call to action is an excellent way to show that you truly want the role. However, it’s vital that you follow best practices as you tweak your cover letter and CV templates to avoid seeming too brazen or overconfident.
When creating your call to action, cover letter etiquette says that you should always thank the hiring manager or recruiter for reading your application. You don’t have to overdo it here — as using language that’s too flowery can come off as desperation — but showing gratitude can go a long way in letting them know their time, effort, and actions are appreciated and will definitely cast you in a more favorable light.
Additionally, ensure that you take time to understand the company’s mission and goals. One key to crafting a great cover letter call to action is knowing how you can contribute to the team. You need to tell the hiring manager exactly how your skills align with the company’s strategic plan so that they can see how you’ll help them fulfill it.
It’s important that you don’t skip this step, as it gives the hiring manager a reason to take action on your CTA. What is a call to action in a cover letter for if not to inspire confidence in the hiring manager that you are clearly the missing piece to their puzzle? Make sure that anything you include here accurately reflects your own skills and has been customized from any resume examples you have used.
You’ll also want to make sure you read over your cover letter call to action before sending it off. This will help ensure your entire letter is grammatically correct and give you a chance to check your tone. While it’s essential to ask for what you want, it’s equally important to avoid any potential displays of arrogance.
Finish your cover letter with strength and enthusiasm
Deciding how to end your cover letter well is all about being straightforward enough to ask for what you want while being professional enough to do it in a compelling way. While having cover letter templates can help with this, always research the company, align your skill set with its strategic goals, and maintain an attitude of gratitude as well.
It can also be helpful to know your options for CTA styles and choose one that fits your personality and the overall tone of your letter. Whether it suits you to just outright ask for the interview or you prefer to subtly invite them to learn more about a unique skill you have, there’s a CTA style out there that works for everyone.
If you’re not sure where to start, consider using resume templates to craft your resume first. These CV examples can help you identify the skills you bring to the table and how they can benefit the company. Then, you’ll have much more confidence in articulating your value, asking for the interview, and taking action to land the job you truly want.
