You don’t need to begin with Once Upon a Time but you do need to find engaging ways to tell the story of your area of expertise in your cover letter.
If you are applying for a new post which you may not have qualifications in, telling the story of how your past experiences have prepared you for the new opportunity is very important.
You must be able to grab the reader from the first paragraph. You don’t do this by saying you have no qualifications but show how through your previous roles you’ve gathered expertise which are applicable to the present position.
Even if the position is in the same company you work for, don’t take it for granted that they know you and what you’ve accomplished. Your priority is not to remind them that you’ve been here for ten years and so you should be their first choice. Rather it is to tell them with a story how your ten years have not been wasted and has given you an understanding of the company’s culture, its vision and enabled you to acquire the skills to execute the role effectively.
Wrap up your letter with a clear vision statement of how you can help them reach the goals identified in their job advert.
Make your contact information very clear and express your willingness to provide additional information and to meet with them to discuss your application further.
I wish you well on your job search.
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