Optimize Your Cover Letter for Applying for Work in Germany
→→→ Kurz & Knapp: Optimize your cover letter for applying to jobs in Germany by tailoring the content to where you will add value to the position and company
To apply for jobs in Germany, a cover letter is still one of the most important documents you need to submit. It is important to adhere to German standards for formatting and structuring your cover letter, which you can read more about here. Once you have those basics put together and you have done your company research, you can begin writing your cover letter.
Writing a cover letter may seem daunting at first, but it doesn’t have to be. To begin, the letter does not need to be more than a few paragraphs–one page at most. Therefore, it is not about writing a lot, but about writing a few things very well. You will want to consider the most critical ways in which your experiences align with the responsibilities and tasks you would have in the position you are targeting. If you can keep your unique value proposition for the position and company in mind and string this connection through the entire letter, you will be well on your way to crafting a compelling, effective cover letter for your target German employer.
Before we review which content goes into each part of the letter, let’s take a look at the AIDA format for an easy-to-implement structure through your entire cover letter.
Using the AIDA Format in Your Cover Letter
You can create a positive impression right from the first sentence of the cover letter - by
starting differently. I recommend using the AIDA format, which stands for:
Attention
Interest
Desire
Action
Let’s go through each of these, one by one.
Attention: They have your positive attention
This part should be done in the first sentence, or at the very least in the first paragraph. Your goal in your opening paragraph is to grab the reader’s attention, which you can do by 1) sharing an impressive example of something you have accomplished that relates to the desired position, or 2) telling a (brief) story that showcases your suitability for the position you want.
Interest: They are interested and encouraged to continue reading
This part can be done at some point in the middle part of the paragraph. Basically, now that you have their attention, you need to maintain their interest. If you have not already, turn the focus to the employer and appeal to their needs.
Desire: They get to know you
This part can also be done at some point in the middle part of the paragraph. With it, you need to create a desire for them to hire you. This is best done by aligning the points in the job description with concrete examples of how you have accomplished related tasks, which sets you up for doing the job well.
Action: They take action that will lead to you being invited for an interview
This part should be done in the closing paragraph. Basically, you want to compel them to take action to reach out to you! List any organizational/logistical information that they ask for, such as starting date or desired salary, and then leave them with a compelling reason to reach out for an interview (e.g. writing, “I look forward to an interview” is not compelling enough!).
Think about AIDA not only as a structure for the cover letter as a whole but also as a structure for the first sentence and paragraph. You want them to already be attentive and interested in you in the first paragraph, so they have the desire to keep reading and later on, the action to move your application to the top of the pile! Let’s now turn to what content belongs in each part of the letter - introduction, middle, and conclusion.
The Introduction
First, you should avoid starting your cover letter with "Dear Sir or Madam" (“Sehr geehrte Damen und Herren”). Find out in advance to whom the application should be addressed - and then address this person directly. You can find some strategies about how to find out the contact person presented in this article.
The first sentence and first paragraph you write – the introduction to your cover letter – is one of the most important aspects of your entire application. It is therefore also one of the most difficult. Avoid standard phrases such as "I read your job posting with great I have read your job advertisem*nt with great interest..." (Mit großem Interesse habe ich Ihre Stellenausschreibung gelesen) or "I hereby apply for the internship the internship position offered by you..." (“hiermit bewerbe ich mich auf die von Ihnen angebotene Praktiku*msstelle”). Consider instead the two most important traits, skills, qualifications, and/or experiences you bring with you to the position, and describe those first, always relating what you say back to the position description and how you will add value. It can also be beneficial to prove that you have an understanding of what the job is about and make it clear that you understand what your day-to-day will be like. Avoid starting with “My name is” or listing simple things that can easily be referred to by looking at your resume, such as where or what you study.
The first sentence and the first paragraph need to be where you pack the strongest argument for you as a candidate. Think about it from the perspective of someone who has met you and wants to hire you. What would they tell their boss within 3-4 sentences about you to convince them that you are a good fit?
The Middle Part
In the middle part, you will continue to connect your experiences with the job description, using powerful, concrete examples. The motto here is show, don’t tell! This goes for both hard and soft skills. From the outset, avoid standard phrases such as “I am flexible” “I am resilient” or my personal favorite (not!) “I can work independently and in a team”. Moreover, check how many sentences start with “I” and try to vary this a bit.
This part of the cover letter is certainly the most difficult - but it is worth investing effort and brainpower here! It is the only part where you will stand out from the flood of applications and present and paint a meaningful picture of yourself.
Consider balancing your examples with your motivation and qualifications for the position. To get you started and brainstorm why you are the right person for the position, consider the following questions:
Why are you applying for the advertised position? (if you cannot think of a good reason why this will likely show through in the application!)
Why are you applying to this company in particular? (remember to review the information about Germany’s labor market and hiring culture, alongside the cultural reasons why company research is critical)
What professional expertise can you bring with you in regard to the qualifications, experience, and education required in the job advertisem*nt?
Which of the required hard and soft skills do you bring with you?
Here are some further key do's and don't's to support your brainstorming, writing, and drafting processes:
DOS
Pay attention to the correct tone for each company
Show that you can structure information
Show that you can set priorities for the essential information
Communicate precisely in German or English
Show you know about and how to adhere to German standards
Show that you know not to repeat the information from the CV, but rather to connect it
Use soft skills to add value if you don't have a ton of experience; make sure you are highlighting the ones that match the company’s profile and not choosing more than three to list
DON’T’S
Don’t use phrases from online examples, templates, etc. HR staff know these and will recognize them
Be original and authentic by drafting your own cover letter
Don’t dare put pressure on HR for getting back to you quickly
Don’t ask for a visa sponsorship
Don't write a novel; saying something in a long story form is not helpful in the German context. Stick to communicating the essential information to the employer and doing so in a competent, clear, elegant writing style
Make sure each sentence and paragraph is unique to you and you only. Take each of them and ask, could this be copied/pasted onto someone else’s cover letter? If so, think about how you can make it entirely unique to you. The point here is that if it can apply to others, it does not give you an advantage over other candidates who may have listed the exact same things.
For each sentence, determine if you can use 1) clearer/simpler language, 2) reduce the number of words, and 3) add details if needed. Keep it simple while still getting your point across. More is not necessarily better, and neither is too much detail that is hard to read or that may be misunderstood or misinterpreted.
Please make sure not to include any long descriptions or stories about why you came to Germany, why you made certain decisions, or why you are currently unemployed. Focus on why you add value and are a good fit.
A lot has been written about optimizing resumes and cover letters for applicant tracking systems. While this is important, it is also key that you do not overdo it by simply copying/pasting phrases and words from the position description and putting them into your cover letter or resume. While it can be okay to do that with a few keywords that actually do relate to your experience, beware that too many keywords can come off as suspicious. In the vast majority of cases, nobody fulfills 100% of the job requirements. Job descriptions are oftentimes written as wishlists, especially the items listed under “preferred qualifications”. This is definitely not the place to “fake until you make it”. Be honest about your abilities and do not overdo the keywords.
The Conclusion
Toward the end of the letter, you should indicate why you are interested in this company. When you write about the company, do your best to avoid overused phrases such as “your amazing company” or “innovative company” or “world leader”. Choose to write a few sentences about what actually interests you about the company, and do not be afraid to get personal. Some of the best cover letters I have seen are the ones where the applicant demonstrates their personal connection to the company (such as having used their products since childhood), describing how they are looking forward to working toward the next era or iteration of the company and their products.
Remember it is critical to consider the perspective of those doing the hiring throughout the entire letter. This letter may seem like it is about you, but it is not. It is about the employer and what they need. You want an employment or internship contract by the end of the process, so you need to make it clear in your cover letter why you are the right person to support the employer, perform tasks and, if necessary, take on responsibility. Further, you need to explain how you will be able to do these things. It is counterproductive to talk about what you want out the position. Using expressions such as "I am particularly interested in...", "...I am particularly attracted to..." or "...I find very interesting..." continuously through your text will indicate that you are only considering who this position would be advantageous to you and your career. For internships, trainee programs, and other opportunities that require a motivation letter, it is fine to justify why the employer is interesting for you. But when applying for a job, it is about them, not you.
If the job posting asks for a desired salary, go for it. Just ensure you have done detailed salary research in the industry, position, company type, and location. Always give a salary range, such as 36,000-38,000 euros. If they ask you to state your earliest starting date, then specify this. Finally, conclude with a sentence about how you look forward to articulating to them in an interview how you can add value to their company within the position you are applying for.
