The cover letter, and tailoring to each firm
A short structure, an annotated example, and how to make each application specific.
Key takeaways
- A cover letter, when a firm asks for one, is a short argument: why this firm, why consulting, and two or three proofs that you can do the job, all on less than one page.
- Every sentence does one job: who you are, why this firm, proof that you can do the work, or why consulting.
- Common mistakes: Sending the same letter with only the firm name changed (and sometimes the wrong firm name).
Key idea
A cover letter, when a firm asks for one, is a short argument: why this firm, why consulting, and two or three proofs that you can do the job, all on less than one page.
An annotated example (notes in brackets)
- 1Opening: "I am applying for the Business Analyst role in your Dubai office. I am a final-year engineering student at the American University of Sharjah." [Role, office, and who you are in two sentences.]
- 2Why this firm: "Speaking with [name], a consultant in your Dubai office, about how junior team members are trusted with client work, I saw that this is the kind of learning I want." [A real conversation and a specific detail, with no client details. Use a real name only with that person's permission.]
- 3Proof one: "As president of the robotics club, I led 15 students to rebuild our competition robot, cutting its cost by 30 percent and reaching the regional final." [Leadership with numbers.]
- 4Proof two: "In my internship at a shipping company, I analyzed port waiting times and proposed a new booking rule that reduced average waiting by 6 hours." [Problem solving with a result.]
- 5Why consulting: "Both experiences showed me that I enjoy breaking down a messy problem and working with a team to fix it." [Links the proofs to the job.]
- 6Close: "I would welcome the chance to discuss how I could contribute. Thank you for your time." [Short and polite.]
Every sentence does one job: who you are, why this firm, proof that you can do the work, or why consulting. Cut any sentence that does none of these.
| What to find out | Where to find it | How to use it |
|---|---|---|
| What the office is known for (industries, clients) | Firm website, recent reports, people you speak to | Link one of your experiences to it |
| How the firm works (team size, training, culture) | Conversations with consultants, recruiting events | Your "why this firm" sentence |
| The exact role and office | The job posting | Use the correct title (it differs by firm) and office |
| What the application asks for | The application form | Follow length limits and instructions exactly |
So-what
If a sentence in your letter would work for every firm, it is not tailored. Replace it with something only true of this firm.
Sending the same letter with only the firm name changed (and sometimes the wrong firm name). Repeating the whole CV. Praising the firm with slogans from its website. Going over one page. Using the wrong job title for that firm.
Write one "why this firm" sentence for a firm you are targeting, based on something real you learned. Then reveal the checklist.
What is the best evidence for "why this firm"?
How long should a consulting cover letter be?
The firm's online form says "maximum 300 words". Your letter is 450 words. What do you do?
Sources for this lesson (1)
- Recognized public explanations of case-interview concepts and terms
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