You Majored in What? (32 page)

FIVE-STEP PROCESS FOR CRAFTING LETTERS

1. ESTABLISH YOUR AUDIENCE AND YOUR REASON FOR WRITING.

If you already answered the questions on page 230, you won’t need to spend as much time in this step. Consider how formal or informal your writing style needs to be. Are you writing to someone you’ve never met? Then your style will be more formal. To an alumnus you met recently? Then you can be less formal, while still remaining professional. The important component in this step is recognizing what your audience is expecting from you and getting their attention from the first line on. You want to persuade the employer to want to speak with you. If you’re writing a cover letter, you will likely establish your reason for writing in the opening line, which is designed to hook the reader and motivate him or her to keep reading. For now, though,
don’t write anything.
The goal in this stage is to know your audience well so that you keep their point of view in mind as you follow the next four steps.

2. SWOT MAP IT

Got another blank piece of paper handy? In this step you’re going to brainstorm your ideas for your cover letter by combining two techniques: a SWOT analysis briefly mentioned in Chapter 3 under strategic mindsets and the mapping skills you’ve developed throughout the system. This technique can be used to write a specific letter for a specific job, or to draft a generic cover letter you can modify later when you see a position that appeals to you. There’s only one rule: you must start with one mindset—that of the employer. Remember, it’s not “What do I want to say?” It’s “What does the employer need to know or want to hear?” Just like your other maps, creating a SWOT Map is fairly easy:

• Are you directing your letter to a specific job opening? Then start by placing the job title in the center of the page and draw a circle or rectangle around it. If you’re writing a generic letter, put the general field or type of job you’re seeking in the center.

• Draw four rectangles or circles around the center and label them with the following words:
Strengths, Weaknesses, Opportunities,
and
Threats.
As you focus on each of these areas, start drawing lines from their boxes with examples that demonstrate your connection to the position and/or the ways you can overcome a discrepancy between you and their ideal candidate:

•
Strengths
refers to your features and benefits as they apply to the position you’re seeking. Why are you the best candidate? What do you want the employer to know about you in particular? What three skills or talents do you want to be sure to mention?

•
Opportunities
refers to the learning opportunities and other benefits you see about this job. Is this a place where you’d really like to work? What is appealing about it? Is there an opportunity for you to use and build your skills and/or provide a service? Does the organization focus on a longtime interest of yours? Are there opportunities for growth and challenge?

•
Weaknesses
refers to what you might be lacking from the point of view of the organization. For instance, the advertisement might say they’re seeking an advertising major. And there you sit with your American studies major. What arguments do you plan to use to overcome their resistance? What could you say about your American studies major that would interest an advertising firm? Keep the employer’s point of view in mind.

•
Threats
is kind of a scary word. While no one is threatening you, the truth is there are outside factors that could influence your situation. Who might be your competition for the position? In the example above, a threat might be those pesky advertising majors who tend to apply for advertising jobs. Another threat might be the economy: How hard is it to get a position in this field or company? Another threat could be your geographic location: Are you living in Utah and applying for a job in Atlanta? How do you explain that to an employer? If they assume their ideal candidates already live in Atlanta, how do you overcome their reluctance to consider you? (Hint: Do you have relatives or other connections to the area? Are you going to be in Atlanta and available for an interview at no cost to the employer? Mention that.)

Let’s follow Kayla, a recent college graduate who is currently working at a coffee shop in Oregon, through this SWOT-mapping process. She’s going to apply for a position in a different geographic area that is not related to her major.

Kayla graduated from college with a music major and an English minor. She has always been interested in environmental issues and found an interesting job posting for a field associate with an environmental organization in California. According to the job posting, she would need to be knowledgeable about environmental issues, including global warming, clean water and air, energy policies, and so on. In addition to surveying the general public about attitudes toward environmental concerns and acquiring signatures for petitions, the field associate would work with local media to promote environmental causes and increase awareness of issues. The position requires that the individual be outgoing, have an understanding of local and statewide politics, be familiar with sales or customer service and/or fund-raising, and have a bachelor’s degree, preferably in environmental science. Preferred experience includes grant writing and managing staff. Applicants are asked to submit their cover letters and résumés directly to the agency via e-mail. To preserve the environment, no paper-based applications will be accepted.

Kayla knows she could do this job, but she’s concerned that employers won’t look past her major when they see her résumé. She knows she needs to immediately overcome some reservations an employer might have. Her SWOT map is on pages 236-37.

3. CREATE SAMPLE SENTENCES AND POSSIBLE PARAGRAPHS

Now that you’ve outlined the pluses and minuses of your candidacy for the position, you’re ready to start developing your ideas into sentences. Do not try to write the full letter yet. Use your SWOT Map information to identify the key points (strengths, experiences, education) you want to emphasize, and try writing some sentences or phrases around them. Create a list of the sentences you might use in no particular order. What do you most want the reader to know? Or more important, what does the employer need to know about you? Can you articulate that information in a sentence or paragraph? Refer to your original source (the position announcement or whatever) as necessary. Keep the tone of your sentences positive and natural. You want your letter to be specific and persuasive. Presenting challenging or novel thoughts will motivate the reader to meet you, but always be careful to avoid crazytivity.

Here are some suggestions for writing your sentences:

• Use an active voice and focus on action verbs.

• Write “As chairperson, I organized . . .,” not “The event was organized by . . .”

• Connect your experiences to the position you’re seeking, establishing mutual interests or similarities between your background and the position or industry:

• “During my three years as a night desk clerk for Hilton Hotels, I learned the importance of good customer relations. I believe my knowledge prepares me for your sales division because . . .”

• “Your job description indicates you are seeking someone with leadership potential. As captain of the soccer team, I developed a strong team spirit by . . .”

• “In my philosophy course work, I used the same logical and analytic thinking a good consultant uses when . . .”

• “I led a Boy Scout troop throughout my four years of college. To fund troop activities, I created a list of twenty prominent corporations in the area and met with each of their public relations staff. Not only did I raise enough money to fund a week-long camping trip for the boys, I acquired interesting observations about the public relations field . . .”

• “My history major emphasized the importance of precise research combined with concise communication of knowledge and information. I would use these skills to research your product line to develop the best possible sales presentations for you.”

• Back up what you say with evidence.

• “Your advertisement stated that you’re looking for a hard worker who is willing to ‘go the extra mile.’ ” This past year, in addition to maintaining a B
⁺
average as a full-time student, I worked twenty hours . . .”

• Expand on your résumé by providing more depth about an experience or new information.

• “One of the experiences I list on my résumé is as a server at Pizza Shack. While on the surface that position seems uninteresting, in reality I learned valuable lessons about business management when I served as the manager two evenings per week. During that time I was particularly challenged by . . .”

Here are some of the sentences Kayla is working on (and remember, these are just drafts and ideas that she may or may not use in her final letter):

On the surface, a music major might not seem particularly relevant for an environmental position. But through my major I have developed an analytic mindset that helps me take apart and fully understand an issue, an ability to easily perform in front of people, and a focus on minute details, not to mention the dedication and commitment needed to learn an instrument at a professional level.

I managed a busy schedule of classes, performances, and practices, but still found time to volunteer for a cause I consider imperative in today’s society: the environment.

I was required to take a science course and specifically chose environmental science due to my interest in acquiring more understanding of the issue. We studied not only the science of global warming and the management of natural resources, but also the political forces which have an impact on those issues.

I am originally from the region of California where your office is located. I am quite familiar with the environmental policies of the politicians in the area as well as the way the citizens have voted on environmental issues in recent elections.