How to Write a Cover Letter (UK): Structure, Examples and Common Mistakes
A cover letter is the first piece of writing a recruiter reads. Done well, it answers the question your CV cannot: *why this role, at this company, right now?* Done badly, it restates your CV in paragraph form and adds nothing.
This guide covers the four-paragraph structure that works for most UK applications, three example openings by application type, and the mistakes that get cover letters binned before the CV is even opened.
Do UK employers actually read cover letters?
Yes — but with conditions. Research consistently shows that recruiters spend more time on applications when a cover letter is present, particularly for roles that require communication skills, client-facing work, or complex motivation (career change, relocation, overqualification). For graduate schemes, public sector roles, and anything advertised with "cover letter required," skipping it is disqualifying.
For volume-hire roles — warehouse operatives, entry-level retail — it is optional and unlikely to be weighted heavily. When in doubt, include one.
The four-paragraph structure
Paragraph 1 — The hook
State the role you are applying for and give the recruiter one compelling reason to keep reading. This is not the place for "I am writing to apply for the position of..." — that wastes your opening sentence.
Instead:
"Three years managing paid social campaigns at a Series B SaaS company have given me a direct line of sight into what separates a Google Ads account that scales from one that stagnates. I am applying for the PPC Executive role at [Company] because I want to bring that knowledge to a team that is serious about performance marketing."
One sentence of context. One sentence of why this company. Done.
Paragraph 2 — Proof of relevance
Pick two or three achievements or experiences from your background that directly match the job description's key requirements. Use numbers wherever possible.
"At [Employer], I managed a £180k annual paid media budget across Google and Meta, consistently achieving a ROAS above 4.2 against a team target of 3.5. I also led the migration from manual bid management to a smart bidding strategy — a project that reduced cost-per-acquisition by 28% in the first quarter."
Match the language of the job description. If the JD says "cross-functional collaboration," use that phrase.
Paragraph 3 — Why this company
This paragraph separates generic applications from targeted ones. Show you have done more than read the company's About page.
"I have followed [Company]'s expansion into the European market closely — particularly the rebrand and the shift to performance-led content that accompanied it. The emphasis in the JD on attribution modelling is exactly where I am focused right now: I completed Google's measurement certification last month and I am midway through a data-driven marketing course on Coursera."
Reference something specific: a campaign, a product launch, a values statement, a recent hire, a report they published.
Paragraph 4 — The close
Short. Confident. Forward-facing.
"I would welcome the opportunity to discuss how my paid media experience can support [Company]'s growth plans. I am available for interview at short notice and can provide a performance portfolio on request."
Do not say "I hope to hear from you soon." Do not grovel.
Three example openings by application type
Graduate / first job:
"My final-year dissertation analysed consumer behaviour on TikTok using primary survey data from 400 respondents — so when I read that [Company] is building its short-form video strategy from the ground up, I knew this was the right opportunity to apply the research skills I have spent three years developing."
Career changer:
"A decade in secondary school teaching gave me skills I did not know had a name in the corporate world: curriculum design is instructional design, classroom management is facilitation, and student progress tracking is stakeholder reporting. I am applying for the L&D Coordinator role because I am ready to use those skills in an environment where I can develop them further."
Returning from a career break:
"After stepping back from my role as a project coordinator in 2023 to care for a family member, I have spent the past six months completing a PRINCE2 Practitioner qualification and volunteering as a project lead for a local charity's office relocation. I am now ready to return to full-time work."
Format and length
- Length: one A4 page, 250-400 words. If it runs longer, cut.
- Font and margins: match your CV for consistent branding.
- Heading: your name, email, phone, date. The hiring manager's name and job title if known.
- Salutation: "Dear [Name]" if known. "Dear Hiring Manager" is acceptable. "Dear Sir/Madam" is dated.
- Sign-off: "Yours sincerely" if you know their name. "Yours faithfully" if you used "Dear Hiring Manager."
Common mistakes that get cover letters binned
Starting with "I am writing to apply for..."
Recruiters see this on 80% of cover letters. It signals a generic, untailored application.
Restating the CV
A cover letter explains what your CV cannot. Listing your qualifications in paragraph form adds nothing.
Writing about what you want
"I am looking for a role where I can develop my skills" is about you, not what you bring. Reframe every sentence around what you offer.
Ignoring the company
A cover letter that could be sent to any employer is evidence you have not done the research.
Overly long paragraphs
White space is readable. Aim for three to five sentences per paragraph, maximum.
Frequently asked questions
Should I address the cover letter to a specific person?
Yes, if you can find the name. Check the job posting, LinkedIn, the company website, or call reception and ask.
Can I use a cover letter template?
Use a template as a structural guide, not a script. Every cover letter must be customised to the specific role and company.
What if the application form has a text box instead of a separate letter?
Apply the same structure: hook, proof, company-specific reason, confident close. Adapt the length to any word limit given.