You’ve just sent the same cover letter to 60 different job roles, all beginning with “Dear Sir or Madam” and ending with 'Yours sincerely.'
Bad news: you may have just missed your chance to stand out, as generic cover letters are a very common pitfall in job applications.
Did you know recruiters typically shortlist candidates based on how well they meet the job criteria? Failing to address the key requirements can cost you the role.
In this guide, we’ll show you how to tailor your cover letter to align with the job advert or company, ensuring you showcase your value as a candidate.
Store Manager cover letter example
Louis Wood
Louis Wood, Cardiff, City, County, Postcode
+44 1234 567890
help@enhancv.com
- Highlight Leadership Skills: Emphasize achievements in strategic leadership and operational efficiency, such as leading a digital sales transformation that increased profitability.
- Customer Experience Focus: Demonstrate a strong commitment to enhancing customer satisfaction, aligning with company values of innovation and service excellence.
- Staff Development: Showcase talent in developing training programs that improve team performance, reflecting an ability to foster a supportive and productive workplace culture.
- Industry Knowledge: Reference specific experience with leading retail chains, such as Tesco PLC, to establish credibility and understanding of the retail market dynamics.
Importance of cover letters in the United Kingdom
Cover letters are a vital part of professional job applications, helping shape recruiters' first impression of your profile.
Here’s why they’re important:
- Indicates your genuine interest: A well-researched cover letter reflects your knowledge of the company and role.
- Professionalism from the outset: Employers expect your cover letter to be structured, polite, and formal. If you wish to add a more personalised touch, be sure to address your recipient directly.
- Capture the recruiters' attention: For most roles, candidates tend to have rather similar experience, which is why you should use your cover letter to explain what is unique about your profile.
What UK employers expect from a cover letter
Want to make an excellent first impression on your UK employers with your cover letter?
Here are three handy tips and tricks to keep in mind when creating yours:
- Take the time to research: Invest in learning about the company and role by exploring their website, social media, and doing a thorough Google search. Focus on the products and services they offer, as well as awards and industry recognitions.
- Focus on the company's values: Refer back to your research and to uncover what the company believes in. Integrate those values into your cover letter by explaining how you embody them. For example, if they value diligence, highlight how you’ve consistently met tight deadlines or successfully managed heavy workloads.
- Align your skills with the job requirements: Read the job advert carefully and identify the most sought-after skills. Select the top three skills that you can substantiate with your most noteworthy achievements, to demonstrate your expertise in those areas.
How to format a store manager cover letter
To get your cover letter's formatting right:
- Use a modern font like Lato, Raleway, or Chivo, rather than the overused Arial or Times New Roman.
- Set your cover letter to be single-spaced with 1-inch (2.5 cm) margins on all sides—our templates are automatically set up for you.
- Ensure both your CV and cover letter are consistent in font style and formatting.
- Always send your cover letter as a PDF to prevent alterations and preserve its layout.
When it comes to structuring your cover letter, follow this sequence: begin with your address and contact details, then the employer's details (i.e. name and address), and the date. Next, start with a personalised greeting, followed by your introductory, body, and closing paragraphs. Be sure to include a sign-off and your signature at the end.
Remember, although Applicant Tracking Systems (ATS) software, which may scan your CV for keywords, won't read your cover letter, it will be reviewed by recruiters.
How to write your store manager cover letter salutation
In a world of AI and instant prompts, taking the extra time to personalise your cover letter truly makes a difference.
Address the hiring manager directly with a customised greeting (e.g., 'Dear Mr Bond', 'Dear Ms Penny').
You can often find their name on LinkedIn (under the job listing or by searching) or in the ‘About’ or ‘Meet the Team’ section of the company's website. If in doubt, you can also contact the reception for assistance.
If you can't find the name, rather than using 'Dear Sir or Madam', opt for something more personal, such as 'Dear [Company Name] Hiring Manager'.
How to write your store manager cover letter intro
It's never a bad time to show enthusiasm about the role, company, or team in your cover letter introduction.
Begin by sharing one or two aspects that genuinely excite you about the position—whether it's the company culture, specific responsibilities, or the team's past achievements.
Your enthusiasm demonstrates that you'll bring a strong work ethic, are eager to contribute, and are motivated to succeed.
How to write your store manager cover letter body
You’ve personalised your greeting and introduction—now it’s time to focus on writing the body of your cover letter.
Instead of listing off skills and responsibilities from your CV, focus on one career highlight that’s relevant to the role.
Use your hard and soft skills, success metrics (e.g., percentages or sales figures), and the long-term impact it had on the company.
A concise, well-told story centred on your value as a candidate will make a strong impression.
How to write a closing paragraph
When ending your cover letter, you have two options:
Option one is to promise how you’d contribute to the organisation—whether that’s improving a target or achieving a specific goal—or how the company could help you grow professionally. Always emphasise the tangible impact you can deliver.
The second option is to close by asking when you can expect to hear back from the hiring managers, whether for an update or to arrange an interview.
Conclusion
Your cover letter is an opportunity to showcase your personality and skills to potential employers. Start by addressing the hiring manager by name and tailoring your content to reflect the role’s requirements.
Include a specific example of your greatest achievement to illustrate your suitability for the position, while also expressing your enthusiasm for the company. Remember to format your letter professionally, ensuring it aligns seamlessly with your CV.
