LATINO Career Marketing Letters Generate Even More Job Interviews

By Murray A. Mann and Rose Mary Bombela-Tobias
Co-authors, Barron's The Complete Job Search Guide for Latinos
www.JobSearchGuideforLatinos.com

MYTH: Recruiters and hiring officials do not read cover letters and other career marketing communications.

TRUTH: A strategically written marketing letter can be the deciding factor for an applicant securing an employment interview. The added effort sets you apart from other applicants that submit a generic letter or only a résumé.

REALITY 1: In a recent study by the Society of Human Resources Management (SHRM), more than two-thirds of human resource managers view well-written, personalized cover letters as advantageous to a job applicant. Nearly half believe that they are more important than or just as important as résumés.

REALITY 2: A poorly written letter can abruptly end an applicant's candidacy.

LATINO career marketing letters are persuasive career marketing tools that set you apart from the competition in today's tough job market.

LATINO career marketing letters are dynamic and honest portraits of "Brand YOU."

LATINO career marketing letters are crafted to be read from the hiring official's perspective.

LATINO career marketing letters:

Link to a specific audience. Cover letters are situation-dependent. Your target may be a particular job, reader, employer, or industry. To be successful, tailor your message to inspire the reader to carefully consider your résumé.

Are a complement to, not a repetition of, your résumé. The cover letter allows you to personalize your application. Using your letter to focus on information that will immediately appeal to the employer gives you an opportunity to impress the reader that you took the time to research the company's needs.

Ties your Personal Career Brand to the employer's buying (hiring) motivators. Your cover letter should project your ability to satisfy the employer's need to be more competitive, expand business, make or save money, improve productivity, save time, attract or retain customers, build relationships, or solve a specific problem.

Imparts information that might not be appropriate on a résumé. Cover letters are a great way to provide the additional information that some employers request (i.e. problem-solution scenarios, salary requirements, salary history, references).

Nails down your written communication skills. Employers prefer applicants who demonstrate good communication skills. If the position requires bilingual candidates, be sure to send your letter in both English and Spanish.

Orchestrates an invitation to an interview. Leverage the L.A.T.I.N. portion of your letter by concluding with compelling statement and request for an interview.